Tuesday, May 31, 2016

True performance baselines & ROI for SEO without attribution modeling

Analytics news and expert advice every Thursday.

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It's an old trope of the Search Engine Optimization industry that SEO is the channel with the greatest return of any online marketing channel. But, given Google's increased ability to identify and penalize sites employing poor-quality link-building prac tices, my experience in the new business trenches with QueryClick (my employer) tells me that many agencies today are failing to deliver return for their clients. And, in some cases, they report fantastic ROI figures despite presiding over declining organic traffic!

If you oversee SEO and want to get a true picture of your (or your agency's) real return on investment improvement, what criteria do you need to use? Though this is a seemingly simple question, it's a very important one to ask because SEO truly can — and should — be at the very core of your online marketing strategy.

So, what is my baseline?

Again, a seemingly simple question with an obvious answer: year-on-year improvement in revenue from the channel (independent of any attribution model). But let's analyze what needs to come into the spotlight when building this baseline.

  • Industry seasonality
  • Adjust for one-off trend items. For example, smartphone retail traffic is affected hugely by Apple's iPhone release cycle, even if you're looking at the upgrade halo effect or refurbishment market impact. Equally, insurance markets, FMCG markets and luxury brand markets all have easily identifiable one-off trends you can account for and remove from your forecast baseline.
  • Adjust for the expected external events that influence your category. Fashion is hugely affected by weather, for example, and if you know you're in for early heat waves and disrupted winterwear demand in your target markets (Hello, 2016!), then make an assessment and adjustment. Make sure you record a note about this adjustment in your numbers, however (See below).
  • Offline brand activity/paid media
  • Adjust for (and annotate in your web analytics package) any spends across your paid media channels, including TV and radio, outdoor display, promoted posts, paid social and general paid search trends (See also much further below). You're looking to remove year-on-previous-year variation.
  • Earned & owned media
  • As above, annotate and adjust for year-on-year variance in spends and discount values for earned and owned, for example, store discounting, promotional activity/aggressive online discounting, rewards for reviews (Make sure you are not doing this in 2016, BTW) and so on.
  • Bear in mind we are looking for year-on-year variation. We have to start somewhere, so if you haven't gone through this exercise before, take the previous year as your standard to start from, unless you have good reason not to (big data gaps, multiple new territories, changing from free to paid SAAS, removal of free delivery and so on). You may have to insert some manual adjustments here; this is perfectly acceptable, as rational thought and an attempt to be comprehensive and fair is the key here, not splitting the difference on minor variation.
  • Market trend impact
  • Are you in a growth market? If so, adjust to exactly counterweight this influence based on your accepted industry growth (revenue or spend industry figures). Same for declining markets. If you're affected by this item, your business will already know what these figures are. If you don't know, ask your finance folks.
  • Keyphrase trend impact
  • This is interesting, as it assumes intent, and as such, it does not make my list for adjustable components. For example, say you happen to be on trend for the fashion fad of the year (gold lamé baggy trousers, say), is it fair to remove that from your baseline? Well, I'd argue if you have stormed the SERPs with awesome rankings for that term, and fashion follows your farsighted decision, then you should reap the benefit of that. After all, if you don't, you'd then have to remove the decline in traffic for previously popular terms. You're not trying to remove the effect of strategic decisions from your SEO performance calculations. This is about removing external, unearned influences.
  • Historic trend impact
  • This is simply taking a view of the "state of play" performance of the site based on a two- or three-year historic view and including this as part of your baseline against which performance improvement and ROI calculation are measured. This is important, as it allows assessment of your improvement over and above your "status quo" activity. You could argue that this is an overly harsh view to take: in essence, you are obliging better performance before any ROI calculation because you are taking the previous year's performance improvement away from your upcoming year calculations. But if there is to be any purpose to your ROI metric beyond comparing it to a third-party performance (and that would be better done by comparing flat revenue growth, or not at all, if you aren't performing full attribution analysis), then you should consider this improvement on the status quo to be the very key to what you're trying to achieve. To allow leeway, call ROI that's calculate d using this approach "Incremental ROI," and also calculate unadjusted ROI to allow for context. Performing this calculation requires forecasting forward the expected performance given the historic data in a statistically significant way. We use ARIMA modeling at QueryClick, which has proven very effective.
  • This defines an ARIMA(p,d,q) process with drift δ/(1−Σφi)...but you don't need to know that! Apply a data scientist to R and automate this part.

    This defines an ARIMA(p,d,q) process with drift δ/(1−Σφi)… but you don't need to know that. Apply a data scientist to R and automate this part.

    Keep all your adjustments available and clear in your baseline, and pull in the R data from your ARIMA calculation. In Excel, for example, instead of stacking up all of the above, keep the modifiers for each item separate — I like to run a separate tab — and place your modifiers in month-by-month grids, adjusting up and down by percentage rates based on the absolute difference and total volume affected. If you keep it all in a separate sheet, you can review and assess against the reality and include commentary when you set out your baseline.

    If you are applying this adjustment historically (and I strongly recommend you do, even if you are going through this process for new campaign planning and to secure budget), take the same approach and place confidence rates (zero to 100 percent) against each item. These can be set to 100 percent for items you are certain affected the baseline (stuff in the past, say). For example, in the UK, we have had four consecutive "hottest months ever" this year. If your data covers this period, you have a 100 percent modifier to your early/late sales impact rate (itself a percentage).

    If there is a level of doubt about a modifier you insert, try to use modifiers that are widely accepted in the business category or industry, and, where none exist, take a moderate view and use that year's data to assess if the modifier needs to change next year. This narrative continuity, and declaration of "known unknowns" will engender confidence in your baseline stability and remove subjective influence — allowing you to take an objective view of performance over and above this baseline.

    Also, annotation within your web analytics package is a best practice to ensure any segmentation and subsequent data export can take your data in context and allow adjustment.

    Attributing value within an attribution model

    Attribution is, itself, an in-depth post, so, other than asking you to think deeply about Avinash Kaushik's excellent primer, let's restrict ourselves to the most pertinent and independently measurable facet of attribution as it relates to SEO year-on-year performance: How much has SERP overlap affected SEO channel traffic capture year-on-year?

    Answering this requires us to adjust for spend variation in paid search over the year, and also to deal with the old issue of brand and non-brand conversion impact. In short, brand typically converts at a higher rate on last-click attribution models, which then takes revenue (unfairly) away from other channels which contributed to the brand search in the first place.

    Another way to think about this issue is that the time to convert is lower for brand traffic compared to non-brand, and so traffic via non-brand appears "harder to convert."

    For our SEO baseline, we can account for this by simply adjusting to:

  • overall paid search spend adjustment (Again, we adjust month-on-month by a percentage rate based on variance with the same month for the previous year.); and
  • brand vs. non-brand split.
  • The importance of the first of these items is self-evident. Increased paid listings where once there were only organic for your brand will impact organic traffic (regardless of any incremental halo effect where both exist) and should be removed from our baseline measurement for fairness in the same manner as the previous items. The second is less evident.

    The theory it models is: if SEO is to drive new business (as opposed to cannibalizing other channels), and if we are trying to measure growth, then increases in non-brand traffic should be critical and weighted up.

    Therefore, in determining our baseline, we should weight-up the value of non-brand traffic and depress the impact of any brand increases. This further limits the impact of external factors and rewards the capture of highly valuable new business that would not otherwise have engaged if our ranking had not existed.

    Adding this into your baseline requires an understanding of the brand versus non-brand split in your paid and organic data, which I described in my previous article on building lightweight attribution models for paid and organic media mix analysis.

    Returning the "true" ROI

    At this stage, we have normalized for many of the unearned components that contribute to the performance of any metric assessed from organic search. Obviously, to calculate ROI, you will need a value for Revenue (or Net Revenue). Taking a historic view, we can assess the previous year's Net Revenue from our normalized baseline: this is the "R" in our ROI calculation and should be used for the calculation.

    If you are managing an internal team, you must decide how much to weight up the influence of increased generic performance to counterweight the stark reduction of trend performance you are removing with all the above normalization With a new or growing team, you may want to down-weight the trend performance as encouragement for future performance. With a more experienced team, you could be more stringent and allow for more "carryover" performance from the previous year.

    Regardless of your decision, you now have the tools and a solid methodology for why you are calculating ROI figures that will allow you to interact more meaningfully with the rest of the business. Normalizing SEO ROI enables you to to be closer to the measurement protocols used with other business activities.

    Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.

    About The Author Chris Liversidge has over twelve years web development experience & is the founder of QueryClick Search Marketing, a UK agency specialising in SEO, PPC and Conversion Rate Optimisation strategies that deliver industry-leading ROI.
    Source: True performance baselines & ROI for SEO without attribution modeling

    fishbat Internet Marketing Company Explains How to Utilize Social Media to Increase SEO:

      May 31, 2016 --

    TRIBECA, N.Y., May 31, 2016 /PRNewswire-iReach/ -- fishbat is a leading internet marketing company, which combines proven digital marketing strategies that include search engine optimization (SEO), digital ads and social media optimization (SMO) to help businesses increase profits and expand brand awareness.�

    Web presence without the use of Social Media outreach is like having a store sale, telling only a select few and asking them to keep it a secret.� You wouldn't advertise your business in only a local penny saver and expect the masses to respond, so why should it be any different with Digital Marketing?� With the world at your networking fingers, online marketing agency fishbat provides an easy to follow path that you can start to utilize today to grow your online brand presence and vastly increase your Google rankings.

    1. Increase Follower Base. Numbers are important, but the quality of those followers can have a huge impact on your overall Google rankings. �Google can identify follower quality. Just having a few hundred twitter followers will not help you out-rank a large corporation with millions of likes and twitter followers. You can, however, compete with the big players by creating a forum designed to engage those followers. Become a source known for useful tips, articles and the ability to present your brand as a unique source for such content with a strong brand image presence.� This will help you to create an interactive following that will continue to reach new followers and ensure repeat traffic from loyal followers.� Pages with likes, shares and tweets indicate that the page, brand and content is of quality, thereby giving it authority as a well respected source which will correlate to higher rankings.

    2.� Draw in Traffic through External Inbound Links.� In order for Google to view you as an�authority, you want to have as many diverse external links as possible. This will increase your reach and brand recognition, which is essential in increasing quality traffic.� Hash tags can help you gain visibility and incorporating your content into existing threads can also improve your reputation and maximize your ability to utilize external link sources.

    3. Search Engine Results Pages (SERPS) are your Friends.� Utilizing trending keywords can assist in gaining temporary position via key word optimization. Gain exposure and recognition to build follower interest through popular social media updates to gain Google Favor and follower trust.

    4. Create Buy in through Connecting.� Utilizing hot topics and maintaining a relatable voice will increase your ability to connect with your audience. Knowing what is trending or of importance to your target audiences will help to establish credibility and establish you as an information staple. When your audience is connected, they become Social Media marketers for your brand.� SEO is reliant on presence, and the more your followers view you as a trusted source, the more they will leverage your content in their own efforts, creating greater outreach and sources for linking back to your pages, thus growing �follower base as well as brand presence.

    �fishbat is a full-service digital marketing firm and social media agency dedicated to connecting all types of businesses with their target audiences in the most effective and efficient way. Through innovative strategies in social media management, search engine optimization (SEO), branding, web design, reputation management and public relations, fishbat promotes a consistent and professional online voice for all of its clients.

    Media Contact: Ricardo Santiago, fishbat Media, 855-347-4228, ricardo@fishbat.com

    News distributed by PR Newswire iReach: https://ireach.prnewswire.com

    SOURCE fishbat

    Copyright 2014 PR Newswire. All Rights Reserved

    Related Keywords:Public Relations, Sales & Marketing, Networking, Internet, Web Design, Social Media, Search, Social Network, Search Engines, Search Engine Optimization, Management, Web design, Media Outreach, Internet Technology, Business, Internet,

    Source:PR Newswire. All Rights Reserved


    Source: fishbat Internet Marketing Company Explains How to Utilize Social Media to Increase SEO:

    Monday, May 30, 2016

    How to Measure the ROI on Your #SEO Efforts?

    How to Measure the ROI on Your SEO Efforts? There is no arguing the fact that if you want to be among the top listings on Google, search engine optimization should be an indispensable part of your online marketing. That is why every year we see businesses increasing their SEO budgets. This increased ... read moreBreaking Down The Silos: How To Bridge The Gap Between Digital And PR Today, PR and SEO are integrating their efforts and skill sets so thoroughly ... The problem was that their results were hard to measure and ROI was difficult to quantify. Backed by the metric-based analytical skills of SEO experts, however, modern ... read more

    How to measure the ROI of your ongoing SEO efforts Measuring the success of your search engine optimization efforts is important to ascertain whether your time, money and efforts are allocated effectively. SEO is one of the more common methods of driving relevant visitors to your website that convert ... read moreSocial Media vs. Content: Where Should You Invest? Content, or social media? Deciding where to put your investment—of money, time, and effort—isn't easy. And the ROI of both is notoriously difficult to measure. Moreover, social media and content marketing are often presented as the same thing ... read more6 reasons to boost SEO & content investments with influencer marketing The right influencers will enhance brand discoverability and audience development, boosting reach, results and ROI. Here are six reasons to extend your existing SEO and content campaigns ... always ensure that you are able to measure their activity through ... read moreHow to Determine Automation Value and Focus Better diagnostics are key to any optimization effort because ... is consumed by your process in an hour," says Peter G. Martin, vice president of business value consulting at Schneider Electric. "From there, it's easy to calculate the cost of ... read moreHow Link-building for SEO Fits with Content Marketing In contrast, link building is a form of search engine optimization aimed at increasing the quality and quantity of inbound links to a specific web page in an effort ... SEO practitioners know that inbound links are used in some way as a measure of page ... read moreBreaking into the Digital Space with Great Customer Experience With other tools like social media, it can be more difficult to determine your ROI, but the viewable data available with paid search and SEO efforts means that you ... and we utilize that to measure customer satisfaction and experience in the field ... read morePlan, Do, Check, Act: How to Optimize Your Content Marketing As we explore in the white paper Defining the Metrics that Will Demonstrate ROI, new tools have made it easier to measure the precise impact of our efforts and optimize content creation and promotion. When optimizing your multichannel content program ... read moreHow To Really Measure the ROI of Social Efforts With this in mind, how is it possible to prove ROI to clients in order to convince them that it's worth the time and effort ... so whilst it may not measure ROI as such, it's a good tool to have in your social media marketing arsenal. read more

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    Source: How to Measure the ROI on Your #SEO Efforts?

    Tapping Into the New #SEO Insights Available in #Google Search Console

    Tapping Into the New SEO Insights Available in Google Search Console Dr. Dave Chaffey welcomes the new changes to reporting in Google's Search Console, and explains what this means for SEOs wanting a clearer picture of their site's performance. If you think back several years, we used to take the insight that Google ... read moreNew Commands for Google Voice Search: It Doesn't Get Much Lazier Than This In this post we'll be going into more depth about this new ... Google Voice Search is as simple as a tap – just hit the voice button you can find alongside the Google search box and ask the all-knowing Googs for help. Image taken from Google Search ... read more

    What Apple's iOS 9 Means To Marketers (Hint: Search And UX In Particular) To learn more about the impact of iOS 9, I asked my colleagues at W2O Digital, Sri Nagubandi (head of SEO/Web analytics) and Andrew Korf (head of UX), for their insights ... new mobile apps (or evolving existing apps), similar to tapping into native ... read moreBusinesses Brace For Major Google Update You'll also want to make friends with Google's Mobile SEO guide. Much of the following information comes from there. Google recommends the following platforms for creating new sites ... buttons for your app in search results. Tapping these buttons will ... read moreDecoding Keywords To Forecast Marketing Opportunities Tapping into content gaps allows brands to outrank competition and capture additional revenue from new trends in search. While competitor projections are derived only from publicly available information ... and strategic insights to enhance your business ... read moreThrifty Digital Marketing Strategies for Greater Search Engine Optmization Hunt for High Impressions Not into PPC? No worries, Google is giving SEO's actionable information ... the surface of what can be achieved by tapping into all the data that is available and looking at new ways to utilize it. I've found the easiest ... read moreWhat's Next for Twitter Advertisers: Video, SEO, & Expanded Audience Some 75 million of these users come from search ... to tap into the mobile ad market (Facebook, Google, and Yahoo all have competing products already). The expanded audience mantra is key to Twitter's ambitious growth goals and points to new areas ... read moreWhy Podcast Promotion Is The Fastest Way To Build An Audience Don't directly advertise your podcast, but do participate actively and with high value comments and insights. Soon enough, you'll have their audience members looking you up. Include guests in your podcasts. People love new voices, new content ... read more6 Content Marketing Resources Brands Should Be Aware Of Whether you're rebranding your business, or you just want your content marketing to outshine the competition, help is available. 1 ... real conversations between people and brands by tapping into the power of digital influencers and their authentic ... read more

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    Source: Tapping Into the New #SEO Insights Available in #Google Search Console

    Sunday, May 29, 2016

    Five ways UX blends with SEO to improve a site’s performance

    For many years there has been a debate on whether UX and SEO can really go hand in hand, but this is not the case anymore. Today we're examining how UX and SEO can make the perfect match.

    There's no need to question nowadays the need to blend UX with SEO when building a website, as none of these two can stand on its own.

    User Experience (UX) focuses on target groups of people and usually bases decisions on their design preferences, as well as the industry's trends, while SEO tends to focus more on the actual site and its data, in order to increase the content's visibility in search engines.

    However, there is a spot that these two meet…

    seo and ux

    Google made it very clear in its Webmaster Guidelines that even in SEO optimisation, users should be the centre of attention:

    Make pages primarily for users, not for search engines.

    And this is only a reminder on why SEO cannot work in isolation from other factors that affect a site's performance, especially when the focus of the old days on keyword-stuffed topics is long gone.

    Here are five points that remind us how UX can blend with SEO to improve a site's performance:

    1. Creating content for the user

    Both UX and SEO should focus on the user and despite the older perception that SEO's effectiveness depends on keyword and page optimisation, Google keeps reminding us to also think of the users when creating content.

    It's the human element that both users and search engines appreciate, as it indicates that the main goal is to satisfy the user, rather than the engine, although the latter will also favour the specific page in the ranking.

    Whether it's design or optimisation, the emphasis on the users' needs help a page improve its performance and the audience will reward this effort with an increased time spent on the site.

    2. Readability

    Content should aim at relevance, quality and engagement, in order to become appealing and thus, convince the users to spend more time on it.

    UX can enhance the appeal and the readability of a page and this may boost SEO, as the quality of the content is favouring a site's crawlability from search engines.

    Readability in SEO is the optimisation of the content in order to be clear, relevant, and informative, covering a topic as much as possible, in order to increase the page's authority for search engines.

    What's more, keywords and on-page optimisation (even with the simplest steps) favour a post's readability, providing that they are properly applied to enhance the browsing (and crawling) experience.

    There's no need to focus on target keywords anymore to increase the page's ranking on SERPs, especially if it affects the quality of the content and its readability, as neither search engines, nor users will appreciate it.

    Readability for UX is all about pleasing the users that access a page, ensuring that their first impressions will be positive.

    A clear structure and a functional page, which works for all devices and browsers, contribute to an improved user experience and increase the chances of creating an engaged audience.

    It's the concise, legible, functional and properly formatted content that defines readability both for SEO and UX, with the combination of the two making a great match that users will enjoy.

    3. Visual appeal

    Visual content may contribute to the appeal of a page and both UX and SEO focus on its optimisation.

    As human beings process visual elements faster than written information, images, videos and any other types of visual content are becoming important to the user experience.

    In terms of SEO, visual content can be optimised to help search engines discover it and provide another way of leading traffic to your page through the rise of visual search engines.

    User experience understands the importance of including visual content to a page, in order to increase its effectiveness, although it is very important to maintain the right balance, as visual content should not replace the actual text.

    Moreover, both SEO and UX advocates agree that large images may affect the browsing experience, as they may disrupt the layout of a page and increase its load time.

    Thus, always optimise your visual content, while keeping in mind the different devices, favouring both the desktop and the mobile experience.

    4. Usability

    ux-788002_960_720

    It's not just the design, but also the functionality of a page that affects the user experience.

    An easy navigation allows users to further explore a page and and a proper menu functionality, internal link structure and clear navigation labels contribute to the time the users spend on a page and most importantly, they affect whether they will find what they're looking for, which was the reason they initially clicked on the page.

    What's more, sitemaps are useful both for users and search engines, as they help the indexing, the navigation and the crawling of a site, which both SEO and UX want.

    SEO and UX also agree on the importance of maintaining the right page speed, ensuring that heavy images, ads and faulty functionality won't affect the time it takes to load a page. As users are becoming impatient with the loading speed of a site, it is critical to measure and improve the page speed, in order to keep the bounce rate as low as possible.

    It is also important to test a page's performance in all the browsers and the devices, aiming for a seamless experience for each user, with an additional focus on mobile users that keep increasing.

    Furthermore, accessibility is also significant, both for SEO and UX, and it can be enhanced by ensuring that all pages are useful for readers with visual impairments, for example,  who use screen readers to navigate a page.

    Is your content descriptive? Is the navigation checked? Are your images captioned?

    5. Retain users

    UX aims to provide the site experience that helps users browse and find relevant and informative content and the right navigation pattern can guide them to the next steps in an easy and simple way that seems effortless to them.

    Navigation and user paths may ensure that you retain users on your site, and by the time this is achieved, it's time to think about conversion.

    Both SEO and UX should have the idea of conversion in mind, either by turning visitors into loyal users, by encouraging them to subscribe to an email newsletter, or by turning them into clients.

    Don't be afraid to create calls to action that will help the users know what you expect from them. After all, users prefer to have clear guidance, rather than being exposed to multiple options that may paralyse them.

    You don't have to create content by simply having the idea of conversion in mind, but still, it's the ultimate goal to understand what your audience wants and blend a great browsing experience with your business goals.

    How UX and SEO optimisation may enhance a site's performance

    It's not necessarily complicated to blend SEO and UX to improve a site's performance, and it's even more important to understand why these two cannot work independently anymore, at least not with the same effectiveness.

    It's SEO that may lead traffic to the site and help it reach a higher position on SERPs, but it's UX that will determine whether the traffic can be maintained and converted into the set goals.

    Thus, every site trying to improve its performance through UX and SEO should offer:

  • Quality, informative, and relevant content
  • Easy to use structure and simple and effective navigation
  • Optimisation of text and images to please both users and search engines
  • Appealing design that focuses on accessibility
  • Clear call-to-action, both around the users' next clicks, but also around the desired conversion
  • Related reading

    It is well-known that in order to get a good return on investment in terms of marketing, online retailers need to be constantly in front of their customers.

    What is a meta description? How do you write one? Why are meta descriptions important? Do they actually help with search engine optimisation? Can I see some good and bad examples?

    Google has introduced new tools and features to AdWords to specifically address the consumer shift towards mobile.

    People love using search engines, but what do they search for? Here are the best ways to discover the most popular topics, keywords and trending stories.


    Source: Five ways UX blends with SEO to improve a site's performance

    #Google #Home Takes On #Amazon's Echo; Can #Apple's Siri Be #Home Hub?

    Google Home Takes On Amazon's Echo; Can Apple's Siri Be Home Hub? Following in Amazon's footsteps, Google is unveiling a smart home assistant at its annual conference Wednesday that lets people listen to music and podcasts, as well as manage tasks such as setting alarms and compiling shopping lists, throughout their home. read moreGoogle Home Takes On Amazon's Echo; Can Apple's Siri Be Home Hub? The app runs on Google's servers instead of your phone. "You don't even need your phone". "We want users to have an ongoing two-way conversation with Google", he told the estimated crowd of 7,000 at the outdoor Shoreline Amphitheatre. Meanwhile, Google ... read more

    Google Home Takes On Amazon's Echo; Can Apple's Siri Be Home Hub? "Google Home has a significant advantage over other solutions like Amazon's Echo because it has the entire, massive Google ecosystem behind it", MachNation CTO and head analyst Dima Tokar told us via e-mail. Allo will draw upon a vast database that Google ... read moreApple's intelligent assistant plans shouldn't just echo the Echo It's all about the data Google Home, Mountain View's attempt to take on the Amazon ... is that Apple will shoehorn Echo-like functionality into the Apple TV. Voice controlling my Apple TV without resorting to the Siri remote is something I can get ... read moreApple's Siri SDK: Too late to duel Amazon Echo, Google Assistant? Apple is looking to broaden ... of Amazon's Echo and Alexa assistant. Amazon launched a speaker powered by voice, created an open ecosystem and Echo ultimately wound up as the hub of smart homes. At Google I/O, Google rolled out Google Home, which is ... read moreWhy a revamped Apple TV can't truly be an Echo killer Though Siri ... the Apple TV the hub of the living room is certainly understandable, simply adding a speaker and microphone to the Apple TV doesn't seem like the ideal way to truly compete with the Amazon Echo or the upcoming Google Home, assuming ... read moreWill Amazon Echo, Google Home Be The Disability-Friendly Holiday Gifts Of 2016? However, time will tell if Amazon Echo, Google Home, or Apple's version of these devices take the 2016 holiday shopping season ... is still developing their version of Amazon Echo that uses Siri instead of Alexa. Unfortunately, there may not be a lot ... read moreGoogle Takes on Amazon Echo With New Smart Home Hub Google announced Wednesday a voice-activated home device, similar to Amazon Echo, to launch later this year ... capability far beyond what other assistants can do. The technology, similar to Apple's Siri, comes as 20 percent of mobile queries are voice ... read moreReport: Apple is working on a Siri-powered Apple TV to take on Echo and Google Home Apple is ... enhanced Siri capabilities to rival Amazon's Echo devices and Google's Home hub. The device doesn't have a release date. More Amazon and Google may have beaten Apple to the punch with home hardware voice assistants that can answer questions ... read more

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    Source: #Google #Home Takes On #Amazon's Echo; Can #Apple's Siri Be #Home Hub?

    Jury Finds #Google Did Not Steal Java Code for #Android

    Jury Finds Google Did Not Steal Java Code for Android The decision dealt a major blow to Oracle's $9 billion claim against Google. A unanimous jury verdict in a San Francisco courtroom today found that Google did not need a license to use Java programming language in its Android operating system. The decision ... read moreGoogle wins legal fight with Oracle, jury rules for fair use of Java in Android A jury has ruled for Google in its court fight against Oracle over the use of the company's Java ... code that has been reused by almost everyone since the 1970s. A different ruling might have hampered innovation across the board — not just with Android. read more

    Jury finds Google's implementation of Java in Android was fair use Software developers can breathe a massive sigh of relief — a jury found today that Google's implementation of 37 Java APIs in Android ... code from the Oracle-owned Java programming language without permission. A court initially found that Google did ... read moreCEO Larry Page defends Google on the stand: "Declaring code is not code" Google Oracle v. Google draws to a close, jury sent home until next week Oracle economist: Android ... of Java." Page acknowledged that the company ultimately chose not to take a license from Sun. "But you did copy the code and copy the structure, sequence ... read moreGoogle wins six-year legal battle with Oracle over Android code copyright Developers expected to welcome ruling that finds Google's use of Java code in its Android operating system was fair use The jury decided that Google's use of Java in its application programming interface (API) did not infringe on patents and copyrights ... read moreGoogle wins $9bn Java copyright case against Oracle Google ... Android platform for smartphones, Google used some Java API code without paying licensing fees or accessing open-source versions. High-profile witnesses like Alphabet Executive Chairman Eric Schmidt convinced the jury that Google did not steal ... read moreGoogle wins Oracle over Android code Use For now, Google and Android are in the clear, and Google has already moved to using open-source code for Android ... with software firm Oracle after a jury ruled it did not unfairly appropriate parts of the Java programming language. read moreJury sides with Google in battle over Android software Google has won a major U.S. court battle with software firm Oracle after a jury ruled it did not unfairly ... that Google's use of 37 Java APIs in the Android source code was fair. "I immediately said, 'Thou shalt not steal, '" Catz testified. read moreGoogle Wins Java Copyright Claim; Oracle Plans to Appeal Again To the relief of millions of developers worldwide, jury ... reasons Java enjoys such popularity among developers. Furthermore, Google said that it only used 11,000 lines of code from Java. This was not even 1 percent of the total code for Android, which ... read moreGoogle wins Oracle code copyright lawsuit over Android code The company had argued that extending copyright protection to pieces of code called APIs ... that could run on Android. High-profile witnesses like Alphabet Executive Chairman Eric Schmidt convinced the jury that Google did not steal any intellectual ... read more

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    Source: Jury Finds #Google Did Not Steal Java Code for #Android

    Saturday, May 28, 2016

    Court Says #Google Doesn't Have A First Amendment Right To Drop A Site From Its Search Results

    Court Says Google Doesn't Have A First Amendment Right To Drop A Site From Its Search Results About a decade ago, we wrote about a series of silly lawsuits against Google in which search engine optimizers sued Google because their search engine ranking sucked. All of these lawsuits went nowhere fast. The reason why seems fairly straightforward: it ... read moreU.S. in favor of right to record police Core First ... Amendment," the DOJ representatives wrote. (Also on POLITICO: Supreme Court won't hear police recording case) Additionally, while Garcia is a White House –credentialed journalist and alleges in his lawsuit that the county violated its ... read more

    The Myths & Realities Of How The EU's New "Right To Be Forgotten" In Google Works The court ruling simply says that they make this to Google or any search ... Google doesn't have to turn up to fight its case against that person. It did that with the initial ruling because it didn't want this type of "right to be forgotten ... read moreTranscript of the Main Republican Presidential Debate Search Fox News debate on Google ... Supreme Court has made clear that hateful speech is generally protected by the First Amendment. In other words, radical Muslims have the right to be radical Muslims, unless they turn to terror. Doesn't your position ... read morePeople have the right to be e-forgotten, EU court rules against Google People have the right to be forgotten online, an EU court ruled on Tuesday. The ruling, handed down by the European Union's Court of Justice (ECJ), went against Google ... First Amendment, which could protect them from being forced to restrict search ... read moreMassachusetts high court orders suspect to decrypt his computers Massachusetts' top court ruled ... state and federal level have disagreed as to whether being forced to type in a decryption password is a violation of the Fifth Amendment right to protect against self-incrimination and its state equivalents (such ... read moreDC Court affirms Michael Mann's right to proceed in defamation lawsuit against National Review and CEI Two decisions handed down July 19 in DC Superior Court affirmed climate scientist Michael Mann's right to proceed in his defamation ... that their statements are protected speech under the First Amendment, mere "opinion," "rhetorical hyperbole ... read moreSupreme Court Rules Fifth Amendment Has to Actually Be Invoked Instead, the Supreme Court determined that they wouldn ... Justice Stephen Breyer's dissent notes that it should have been fairly clear that the defendant was invoking his Fifth Amendment right not to incriminate himself even if he didn't use the ... read moreIs Google a free speech opportunist? Rumors are swirling that the federal government is about to sue Google (s goog) over claims that the company rigs its search results. Google has responded by invoking its right to free ... that Google is invoking its First Amendment rights in good faith. read moreSupreme Court Confirms 2A Applies to all Bearable Arms! As this is an enormous class of nearly all weapons, the decision is properly applied to knives and clubs, and nearly all firearms that have ... court offered three explanations to support its holding that the Second Amendment does not extend to stun guns ... read more

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    Source: Court Says #Google Doesn't Have A First Amendment Right To Drop A Site From Its Search Results

    How startups can cater to today’s ‘#Google It’ culture

    Stop Bullying By Your Teenager † They’re also master manipulators of your fear that, if you don’t cater ... can jerk your chain more. A couple that disagrees strongly (one stern and one permissive) can be the worst case scenario. This is a start. read moreLive Blog: The U.S. Debt Battle A brief glance at the euro zone's bond markets shows just how demanding investors can be when they start to worry. That investors are ... Good Summer Drama A WSJ columnist's commentary on why the debt-ceiling debate (or debacle, if you prefer) is ... read more

    TunesDay: NIN, Lefsetz and the realities of Net success First and foremost, for the very first time in history, you can know who your audience is ... is taking a legitimate toll on the American musical landscape and on the culture generally. So far, the Internet hasn't solved that problem for us. read moreDo Not Rely On Target To Keep Track Of Your Wedding Gift Thank You Note To-Do List Even with the best organization of packing slips… the nature of wedding as they are, you might miss someone. I can say I feel fairly confident that I have all my packing slips, but I'd hate to upset a new family because I trusted Target to be sensible ... read moreThe Paris attacks are an act of war – against Islam itself [Taqiyya Alert] It is the only conclusion that can be drawn after serious consideration of its principles. The Damascene Muslim scholar, Bassam Tibi, identifies six tenets of Islamism – all quite new, and none can be honestly described as Islamic. So this is a new ... read moreIs parenthood a lifestyle choice? While there are certainly plenty of unplanned pregnancies, it could be argued that this is a result of a lifestyle choice as well: the decision to have consensual procreative sex (for the sake of simplicity, let's leave nonconsensual sex off the table for ... read moreResearchers study biofuels impact on bird biodiversity "There's always going to be a trade-off between how much energy or food we can get out of a crop and how much natural benefit we can get from pollination or biodiversity, but this research shows that we have an opportunity to grow a fuel and restore an ... read moreSupreme Court Pick=Sonia Sotomayor, Obama was blown away by her! The only published photographs I have seen of Sonia Sotomayor have been the 2 black and white photos. Both images are close-ups where she is wearing a goofy blank expression. They are poor quality and look more like a mug shot than a presentable head shot ... read more

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    Source: How startups can cater to today's '#Google It' culture

    SERPs Success: An #SEO Game Plan for Impatient Marketers

    SEO is a long-term strategy.

    You have to work hard to develop a body of highly optimized content for readers, and then you have to make efforts off-site to prove the relevance and authority of your website to search engines.

    For the impatient marketer just starting out with their SEO strategy, the task can seem less than worthwhile. If this sounds familiar – and you need some quick SEO wins – this blog post is for you.

    Here's an eight-step SEO game plan for impatient marketers.

    Step 1: Make Sure You're Optimized for Mobile

    First things first:

    Is your site mobile-compatible? If not, this is one of your most important SEO tasks.

    If you're not sure, you can check right now using Google's Mobile-Friendly Test:

    Mobile Friendly Test Website Screenshot

    Just enter your URL and Google will tell you in seconds.

    Optimizing for mobile is a really important step to get quick gains in SEO. For one, people in the US are now spending 61% of their time online using a mobile device. If someone accesses your site through mobile, and it's not optimized, they're much more likely to bounce, which is going to affect your results in SERPs.

    And have you heard of Mobilegeddon? This is what marketers are calling Google's April 2015 ranking algorithm update – one that was designed to boost the rank of mobile-friendly pages in search.

    Step 2: Create a Site Map

    If you're already mobile-compatible, then the next step is making sure you have a sitemap.

    A sitemap gives search engines detailed information about what pages are on your website, which will make it easier for them to crawl it. You can create one using XML Sitemaps for free (up to 500 pages).

    XML Website Screenshot

    If you use WordPress, there are simple plugins you can use to build a sitemap, such as Yoast. Otherwise, take your XML Sitemap and upload it to the root file of your site like this: /sitemap.xml.

    Step 3: Get Set up With Search Console

    If you haven't already, you should sign up for Google Search Console and Bing Webmaster Tools, and verify your website.

    Then you can submit your sitemap to each search engine. Here are the instructions for Google, and here are the ones for Bing.

    On Search Console, just go to your dashboard, click 'Crawl' on the side navigation, then 'Sitemaps.' You'll then see the option to 'Add/Test Sitemap.'

    Google Search Console Screenshot

    Then just follow the prompts to get it set up.

    Step 4: Check Your Site Speed

    Now that you're on Webmaster Tools, it's really easy to check your site speed. In Google Analytics, click the "Reporting" tab in the top navigation.

    Then, in the side toolbar, click Behavior > Site Speed > Overview to see your data.Site Speed Menu Screenshot

    Site speed is an important rank factor for SERPs, and it affects your bounce rate. People are impatient – the slower your website loads, the more likely they are to leave. In fact, 47% of consumers expect pages to load in 2 seconds or less.

    Site speed also has an impact on your conversions—a 1-second loading delay can cause up to a 7% loss in conversions. This means you should do everything you can to make sure your website runs as fast as possible.

    Google offers its own speed suggestions in the Site Speed drop-down menu. You can also look into different site speed fixes based on your platform (WordPress, Weebly, etc.). Here are some other common ways your content or setup can slow down your site speed.

    Step 5: Make Sure Google is Crawling Your Website Properly

    It's important to make sure that Google is crawling your site properly – if it's not, your content might not appear in search results at all.

    If you've already submitted your sitemap to Search Console, check their Crawl Errors Report to see if they had problems crawling any of your pages. You should check back with this often as your website grows.

    If you don't already have one, create a robots.txt file in Google Analytics. If you have one already, check and make sure it's not blocking any important URLs.

    There are also many external tools to help you crawl your website, including:

    Step 6: Check for Missing and Duplicate Data

    Next, you should run your own crawler to identify any missing or duplicate data. Most of the crawling tools out there are paid, but Screaming Frog will give you a free trial for up to 500 URLs.

    Here's what you should be looking out for:

  • Missing ALT tags
  • Missing (or duplicate) meta descriptions
  • Missing (or duplicate) H1 and H2 tags
  • Duplicate pages
  • 404 errors
  • Use this information to go back through and fill in any gaps in your website's data.

    Google doesn't like websites with duplicate content, so it's important to either block duplicate pages with your robots.txt file, or make the content unique.

    Step 7: Start Optimizing for Local Search

    Google is increasingly favoring locally optimized results for SERPs.

    For example, if I search for "phone accessories," Google doesn't show me online retailers:

    Google Search Screenshot for Cell Phone Accessories

    Google used my IP address to highlight phone accessory options near me, before the first organic result.

    So if you want some quick SEO wins, focus on local.

    First, add your business to Google My Business. Add your business name, address, and phone number (NAP) and make sure the information is accurate.

    Google compares your My Business NAP to your other NAP listings around the web. If there are discrepancies, it will affect your rank.

    Next, you should go to the other popular search data providers and make sure your NAP is available for Google to find. Check Yelp, Bing, Yellow Pages, and other listings relevant to your industry.

    You need to make sure your NAP is correct everywhere it appears. Moz Local can help you find your other listings using just your business name and zip code:

    Moz Local Screenshot

    For incorrect NAPs, either update it yourself or contact the website to tell them the information is wrong.

    Step 8: Look for Long-Tail Keyword Opportunities

    At this point, you've sorted out most of the technical issues that can really affect your SEO. Now, you have no choice but to move on to keyword optimization.

    Still, there are some ways to get quick wins when trying to rank for keywords. The best one is looking for long-tail keywords.

    Ranking for the most popular keywords in your industry can take years – or it could never happen at all – but if you find the right long-tail keywords to optimize for, you can shoot to the top of rankings.

    According to Moz, a huge portion (70%) of keywords have relatively low demand.

    Long-tail keywords are discovered by thinking about user intent. When your audience sits down at the search engine, what are they typing in?

    For example, say I'm an online retailer of phone accessories. Ranking for keywords like "iphone case" or "screen protectors" will be difficult — you'd be going up against the biggest brands:

    Google Search Screenshot for phone cases

    But a lot of the time, your audience wants something specific. "Fast charge wireless charging pad" or "Galaxy Note 5 Flip Cover Case" are long-tail keywords that would have much less rank competition.

    Finding good long-tail keywords is mostly about imagining user intent. Once you come up with some options, you can determine how relevant and competitive they are using Google Adwords.

    If you're searching for long-tail keywords in particular, I recommend using Keyword Tool Dominator. It uses Google autocomplete to help find relevant long-tail keywords right from search:

    Keyword Tool Dominator Website Screenshot

    Conclusion

    There's no getting around the long-haul optimization strategies if you want to get and maintain the highest rank possible. But if you're just starting out with SEO, there are a lot of quick tricks you can use to jumpstart your efforts.

    Follow the eight steps above to start your SEO game plan for impatient marketers.

    Know of any other quick SEO tips that bring big results? Comment below with your suggestions.

    Image Credits

    Featured Image: FirmBee/Pixabay.comAll screenshots by Aaron Agius. Taken March 2016.


    Source: SERPs Success: An #SEO Game Plan for Impatient Marketers

    Friday, May 27, 2016

    #Google I/O 2016 - #Android Pay will arrive on more #Apps soon

    Google I/O 2016 - Android Pay will arrive on more apps soon Google will be making the developer kit for Chrome OS Android apps available in June. Google says the reason for this is to ensure that all of these devices with the Play Store will be able to run essentially any app the user wants without them running ... read moreGoogle I/O 2016 - Android Pay will arrive on more apps soon We will, however, gradually learn to use the device that we now know as the phone as an immersive entertainment and communication gadget: to watch multidimensional movies, play games that perfectly imitate reality, talk to friends across distances as if ... read more

    Google I/O 2016 - Android Pay will arrive on more apps soon Google's two operating systems, Chrome OS and Android, have been on a collision course for years. That means that Chromebooks will soon be able to run most of the 1.5 million Android apps out there. You can also get Android notifications on your Chromebook ... read moreGoogle I/O 2016 - Android Pay will arrive on more apps soon Google had already dropped a number of hints that virtual reality was part of its ongoing plans, with Android virtual reality baked into the upcoming Android N operating system. The card-style layout still still makes an appearance, but it's not quite so ... read moreGoogle I/O 2016 - Android Pay will arrive on more apps soon Furthermore, Google says the app is able to respond to "Ok Google" commands, rather than having to push a button on the console first. According to Google, you can use the apps from the Google Play Store on your Chromebooks without any effect on the speed ... read moreGoogle I/O 2016 - Android Pay will arrive on more apps soon VR in Android In a major new announcement, Google introduced Daydream, a new platform for virtual reality that runs atop Android. The company unveiled the new app at its annual conference for software developers in Mountain View, California, on Wednesday. read moreGoogle I/O 2016 - Android Pay will arrive on more apps soon It will also have an in-app assistant that can help users get sports updates, book restaurants, and carry out other tasks. This move doesn't mean all Android apps will suddenly look great and work well on a laptop with a trackpad and no touch screen, for ... read moreGoogle I/O 2016 - Android Pay will arrive on more apps soon Google dashed the rumor-fueled hopes and hype of many yesterday when it failed to bring any real VR hardware onstage and instead spent much of its time detailing the Daydream platform they would be pushing out with Android N this fall. In a blog post ... read moreGoogle I/O 2016 - Android Pay will arrive on more apps soon Google is hoping to extend that symbiosis by making the Play store, and the Android apps on sale there, work on its Chrome OS, which powers millions of affordable, web-based laptops made by companies including Dell Inc., HP Inc. and Acer Inc. So, we're ... read moreGoogle I/O 2016 - Android Pay will arrive on more apps soon A dedicated Daydream VR app is also set to launch, which is a modified version of the Google Play Store containing VR apps. Over time, the most-popular global app store will run on other existing Chromebooks and new PCs specifically designed for Play that ... read more

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    Source: #Google I/O 2016 - #Android Pay will arrive on more #Apps soon

    How to Measure the ROI on Your #SEO Efforts?

    How to Measure the ROI on Your SEO Efforts? There is no arguing the fact that if you want to be among the top listings on Google, search engine optimization should be an indispensable part of your online marketing. That is why every year we see businesses increasing their SEO budgets. This increased ... read moreBreaking Down The Silos: How To Bridge The Gap Between Digital And PR Today, PR and SEO are integrating their efforts and skill sets so thoroughly ... The problem was that their results were hard to measure and ROI was difficult to quantify. Backed by the metric-based analytical skills of SEO experts, however, modern ... read more

    Social Media vs. Content: Where Should You Invest? Content, or social media? Deciding where to put your investment—of money, time, and effort—isn't easy. And the ROI of both is notoriously difficult to measure. Moreover, social media and content marketing are often presented as the same thing ... read more6 reasons to boost SEO & content investments with influencer marketing The right influencers will enhance brand discoverability and audience development, boosting reach, results and ROI. Here are six reasons to extend your existing SEO and content campaigns ... always ensure that you are able to measure their activity through ... read moreHow to measure the ROI of your ongoing SEO efforts Measuring the success of your search engine optimization efforts is important to ascertain whether your time, money and efforts are allocated effectively. SEO is one of the more common methods of driving relevant visitors to your website that convert ... read more3 ways to prove ROI on your next marketing initiative In an omnichannel world, the ability to track ROI becomes that much harder ... Sales are the ultimate measure of success, but the metrics of failure are equally as important. If measurement shows your efforts fall short of its revenue target, sales may ... read moreBreaking into the Digital Space with Great Customer Experience With other tools like social media, it can be more difficult to determine your ROI, but the viewable data available with paid search and SEO efforts means that you ... and we utilize that to measure customer satisfaction and experience in the field ... read moreHow To Really Measure the ROI of Social Efforts With this in mind, how is it possible to prove ROI to clients in order to convince them that it's worth the time and effort ... so whilst it may not measure ROI as such, it's a good tool to have in your social media marketing arsenal. read morePlan, Do, Check, Act: How to Optimize Your Content Marketing As we explore in the white paper Defining the Metrics that Will Demonstrate ROI, new tools have made it easier to measure the precise impact of our efforts and optimize content creation and promotion. When optimizing your multichannel content program ... read moreHow to deal with 6 common engagement analytics problems Balancing your content marketing campaign with accurately measuring and analyzing your content's engagement can be an art. Engagement analytics are crucial for continued, successful marketing efforts ... not only for SEO purposes, but for ease of ... read more

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    Source: How to Measure the ROI on Your #SEO Efforts?

    Five ways UX blends with SEO to improve a site’s performance

    For many years there has been a debate on whether UX and SEO can really go hand in hand, but this is not the case anymore. Today we're examining how UX and SEO can make the perfect match.

    There's no need to question nowadays the need to blend UX with SEO when building a website, as none of these two can stand on its own.

    User Experience (UX) focuses on target groups of people and usually bases decisions on their design preferences, as well as the industry's trends, while SEO tends to focus more on the actual site and its data, in order to increase the content's visibility in search engines.

    However, there is a spot that these two meet…

    seo and ux

    Google made it very clear in its Webmaster Guidelines that even in SEO optimisation, users should be the centre of attention:

    Make pages primarily for users, not for search engines.

    And this is only a reminder on why SEO cannot work in isolation from other factors that affect a site's performance, especially when the focus of the old days on keyword-stuffed topics is long gone.

    Here are five points that remind us how UX can blend with SEO to improve a site's performance:

    1. Creating content for the user

    Both UX and SEO should focus on the user and despite the older perception that SEO's effectiveness depends on keyword and page optimisation, Google keeps reminding us to also think of the users when creating content.

    It's the human element that both users and search engines appreciate, as it indicates that the main goal is to satisfy the user, rather than the engine, although the latter will also favour the specific page in the ranking.

    Whether it's design or optimisation, the emphasis on the users' needs help a page improve its performance and the audience will reward this effort with an increased time spent on the site.

    2. Readability

    Content should aim at relevance, quality and engagement, in order to become appealing and thus, convince the users to spend more time on it.

    UX can enhance the appeal and the readability of a page and this may boost SEO, as the quality of the content is favouring a site's crawlability from search engines.

    Readability in SEO is the optimisation of the content in order to be clear, relevant, and informative, covering a topic as much as possible, in order to increase the page's authority for search engines.

    What's more, keywords and on-page optimisation (even with the simplest steps) favour a post's readability, providing that they are properly applied to enhance the browsing (and crawling) experience.

    There's no need to focus on target keywords anymore to increase the page's ranking on SERPs, especially if it affects the quality of the content and its readability, as neither search engines, nor users will appreciate it.

    Readability for UX is all about pleasing the users that access a page, ensuring that their first impressions will be positive.

    A clear structure and a functional page, which works for all devices and browsers, contribute to an improved user experience and increase the chances of creating an engaged audience.

    It's the concise, legible, functional and properly formatted content that defines readability both for SEO and UX, with the combination of the two making a great match that users will enjoy.

    3. Visual appeal

    Visual content may contribute to the appeal of a page and both UX and SEO focus on its optimisation.

    As human beings process visual elements faster than written information, images, videos and any other types of visual content are becoming important to the user experience.

    In terms of SEO, visual content can be optimised to help search engines discover it and provide another way of leading traffic to your page through the rise of visual search engines.

    User experience understands the importance of including visual content to a page, in order to increase its effectiveness, although it is very important to maintain the right balance, as visual content should not replace the actual text.

    Moreover, both SEO and UX advocates agree that large images may affect the browsing experience, as they may disrupt the layout of a page and increase its load time.

    Thus, always optimise your visual content, while keeping in mind the different devices, favouring both the desktop and the mobile experience.

    4. Usability

    ux-788002_960_720

    It's not just the design, but also the functionality of a page that affects the user experience.

    An easy navigation allows users to further explore a page and and a proper menu functionality, internal link structure and clear navigation labels contribute to the time the users spend on a page and most importantly, they affect whether they will find what they're looking for, which was the reason they initially clicked on the page.

    What's more, sitemaps are useful both for users and search engines, as they help the indexing, the navigation and the crawling of a site, which both SEO and UX want.

    SEO and UX also agree on the importance of maintaining the right page speed, ensuring that heavy images, ads and faulty functionality won't affect the time it takes to load a page. As users are becoming impatient with the loading speed of a site, it is critical to measure and improve the page speed, in order to keep the bounce rate as low as possible.

    It is also important to test a page's performance in all the browsers and the devices, aiming for a seamless experience for each user, with an additional focus on mobile users that keep increasing.

    Furthermore, accessibility is also significant, both for SEO and UX, and it can be enhanced by ensuring that all pages are useful for readers with visual impairments, for example,  who use screen readers to navigate a page.

    Is your content descriptive? Is the navigation checked? Are your images captioned?

    5. Retain users

    UX aims to provide the site experience that helps users browse and find relevant and informative content and the right navigation pattern can guide them to the next steps in an easy and simple way that seems effortless to them.

    Navigation and user paths may ensure that you retain users on your site, and by the time this is achieved, it's time to think about conversion.

    Both SEO and UX should have the idea of conversion in mind, either by turning visitors into loyal users, by encouraging them to subscribe to an email newsletter, or by turning them into clients.

    Don't be afraid to create calls to action that will help the users know what you expect from them. After all, users prefer to have clear guidance, rather than being exposed to multiple options that may paralyse them.

    You don't have to create content by simply having the idea of conversion in mind, but still, it's the ultimate goal to understand what your audience wants and blend a great browsing experience with your business goals.

    How UX and SEO optimisation may enhance a site's performance

    It's not necessarily complicated to blend SEO and UX to improve a site's performance, and it's even more important to understand why these two cannot work independently anymore, at least not with the same effectiveness.

    It's SEO that may lead traffic to the site and help it reach a higher position on SERPs, but it's UX that will determine whether the traffic can be maintained and converted into the set goals.

    Thus, every site trying to improve its performance through UX and SEO should offer:

  • Quality, informative, and relevant content
  • Easy to use structure and simple and effective navigation
  • Optimisation of text and images to please both users and search engines
  • Appealing design that focuses on accessibility
  • Clear call-to-action, both around the users' next clicks, but also around the desired conversion
  • Related reading

    It is well-known that in order to get a good return on investment in terms of marketing, online retailers need to be constantly in front of their customers.

    What is a meta description? How do you write one? Why are meta descriptions important? Do they actually help with search engine optimisation? Can I see some good and bad examples?

    Google has introduced new tools and features to AdWords to specifically address the consumer shift towards mobile.

    People love using search engines, but what do they search for? Here are the best ways to discover the most popular topics, keywords and trending stories.


    Source: Five ways UX blends with SEO to improve a site's performance