YouTube SEO For Beginners: How to Rank YouTube Videos

Posted by on Jun 16, 2022 in SEO Articles | Comments Off on YouTube SEO For Beginners: How to Rank YouTube Videos

Getting to the top of YouTube search results can lead to a lot of views for your videos. However, with many people making videos on the same topics, how do you ensure that yours make it and stay at the top? The answer is YouTube search engine optimization (YouTube SEO). What is YouTube SEO? YouTube […]

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Microsoft to implement advertiser identity verification

Posted by on Jun 16, 2022 in SEO Articles | Comments Off on Microsoft to implement advertiser identity verification

Microsoft to implement advertiser identity verification

To combat digital payment fraud and online scams, Microsoft is implementing a new advertiser identity verification program.

Rising threats. The pandemic has changed the way many businesses cater to consumers and transact online. Not surprisingly, this has also caused an increase in the presence of fraud and scams. To crack down on these efforts, Microsoft is introducing its advertiser identity verification program.

Launch. A spokesperson for Microsoft told us “We’ve already been running a limited test for several months. This next phase will expand to a small number of countries and verticals, but comprehensive release (ramp up and timing) is still being determined. In the future, we’ll enable all advertisers to verify proactively, but for now, we’re curating participation.”

The program will be available in Australia, Brazil, Canada, France, Germany, India, the Netherlands, Poland, Mexico, Spain, Sweden, Switzerland, Ukraine, the United Kingdom, and the United States. 

Facebook recently implemented a two-factor authentication program to help protect user accounts. Google also has its own required verification program which users have 30 days to initiate and complete.

How it works. Microsoft has taken steps to ensure that the identity verification process is simple and automated. Advertisers will use government-issued, photograph-included personal identity documents or business-related documents issued by appropriate regulatory authorities to complete the process. 

Microsoft Advertising will request advertiser identity verification for one or more of your accounts via email. You will have 30 days from receipt to complete verification-related tasks.

What Microsoft says. In a blog post released today, Microsofts Neha Garg & Sandeep Krishnan said “This is one of our key investments to enhance digital advertising safety, which we hope to accomplish in partnership with our advertisers. We encourage all our advertisers to complete this process to fight misleading ads and deter bad actors. We’ll continue to use our machine-learning algorithms and systems alongside the domain knowledge of our human experts to further enhance this program.” 

When a searcher views an advertisers details, they will see the following information.

Identity verification help. You can read the official help documentation here.

Why we care. Microsoft advertisers should complete the verification requirements as quickly as possible to avoid interruptions in their ad delivery.

The post Microsoft to implement advertiser identity verification appeared first on Search Engine Land.

Google Search Console compare feature in performance reports

Posted by on Jun 16, 2022 in SEO Articles | Comments Off on Google Search Console compare feature in performance reports

Google Search Console compare feature in performance reports

Google has a compare feature in the Search Console performance report. This compare feature seems to allow you to compare by query or pages across clicks, impressions and other metrics.

It turns out this is not new, it has been around for a while and I had some brain fog. I have updated the story to reflect this is not new and decided to leave it up, as it may help others.

What it looks like. Andrew Shotland shared screenshots of this on Twitter showing how the compare feature lets you put in two parameters or strings and compare them against each other. In this example, he is comparing queries containing “new” versus queries containing “tool”.

Here is the comparison tool that you can find when going into any of these parameters.

Here is the report that it generates after you apply these parameters:

More details. There is a help document available that has more details on this saying:

You can compare data between two values in any one grouping dimension, whether or not it is the currently selected grouping. For example, when grouped by Query you can compare clicks between two dates (this week vs last week), or two countries (USA vs France). Comparing by page or search appearance can change the metric calculation for CTR, impressions, and clicks. When comparing values for a single metric, the results table will display a Difference column to compare values in each row.

To compare group data:

Comparison is managed by filters (for example, Date or Search type). Either edit an existing filter or click New to add a new filter.In the filter properties dialog box, choose Compare.Add the dimensions or times to compare, and click Apply.You can have only one comparison at a time. Adding a new comparison filter will replace an existing comparison. For example, if you are comparing dates and then add a comparison between countries, the country comparison will replace the date comparison.

Why we care. Adding more advanced reporting features that can help you analyze your site’s performance in Google Search is always useful. Being able to drill down into specific queries and compare one to another, or drill down into specific pages and compare one to another, can be super useful in debugging SEO issues.

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Peet's Coffee Revamps Loyalty Program

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on Peet's Coffee Revamps Loyalty Program

Last month, Peet’s Coffee launched its new-and-improved Peetnik Rewards loyalty program. Inspired by user feedback, customers can now earn rewards faster and redeem from a wide selection of rewards not previously offered. 

Search marketers agree: automation the least favorite part of PPC

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on Search marketers agree: automation the least favorite part of PPC

Whether you love it or hate it, PPC is a part of digital marketing that just isn’t going away any time soon. I’ve been working in PPC for over 10 years and I’ve seen it all. ETA’s, RSA’s, cost-per-touch? (looking at you, Apple), broad match modifiers (RIP), and attribution to name just a few of the most recent changes.

Earlier this month we asked you “What’s your least favorite part of PPC?”

We received an overwhelming number of answers ranging in everything from Google support to agencies (no offense taken), to clients with unrealistic expectations. But one answer stuck out: Google automation.

Let’s dive in.

Automation can be your best friend or a nightmare. Learning how to navigate and find a balance between machine learning and manual management has been on a lot of marketers’ minds lately. (Did you catch Brad Geddes keynote on day 2 of SMX Advanced?)

Here’s what you said:

“Google’s movement toward AI & machine learning which is ultimately taking away decision-making and control away from advertisers. While it may make sense for some advertisers to have more automation, for others who have the desire, knowledge, and resources there’s a strong case to continue with manual orchestration and intervention of accounts. Studies we’ve performed have already shown less desirable results with the match-type updates and introduction of RSAs. It truly feels as though these initiatives by Google are driven by their agenda to increase advertiser spending.”“Constantly having control of what we’re doing taken away through automation.”“Everything becoming more automated, broad targeting, less insight in data and overall less control over your campaigns.”“Gradual loss of control over targeting over the years. Search engines introducing changes that will clearly harm performance but selling them to advertisers as “upgrades.”“Giving all control to Google with Smart bidding, dynamic ads, and lack of reporting while also seeing prices increase year over year!”“Google forcing automation on those of us that don’t want it.”“My biggest frustration is consistent pressure to relinquish control of performance to the platforms by adding automation features and broadening our targeting.“I believe in algorithms I do. But the idea that we should start new campaigns with broad match keywords, on an automated bidding strategy, with ad copy made up by a robot and just trust it will work is silly and demonstrably false based on even the limited amount of search term data we get. It makes it really hard to trust anything Google puts out, and especially difficult to trust the reps who are pretty obviously bonused based on acceptance rates of automation features. Our job is to feed the system data, make sure it’s the right data, then from there allow the algorithms to uncover additional value we can’t see, based on what we tell it is valuable to us.”“Automated bidding is all or nothing – I want to turn off certain targeting and use automated bidding at the same time. But I can’t and SA360 hasn’t learned when a targeting option truly performs terribly in my account. I know when that is and I should be able to turn off devices or select dayparting/DOW targeting and have it work from there instead of having to switch to manual bidding.”“These days my least favorite part of PPC is the forced automation. It is designed for high volume, particularly e-commerce, accounts and it just does not work the same way for low conversion volume accounts. It is really frustrating to have fewer and fewer options available to manage these types of accounts successfully. The reduced access to data that is part of automation is also frustrating. Platforms are showing us less and expecting us to “just trust the machine learning”. Well, I’ve seen the query reports (with the data we can still see!) and I don’t trust the machine learning a whole lot based on what I see there.”“The constant push for automation by Google and Bing reps. I get it, it’s their job to grow revenue for Google and Microsoft. We’ve used automated bidding, and it works for some products…until it starts eating away at itself and we have to go back to manual bidding to fix performance.”“Google forcing their automation on every account. Some of it is good, but others just don’t work in certain circumstances and is clearly a money generator for them.”“The constant drive to push automated bidding. I only work with local businesses for lead gen and the recommendations are rarely relevant. Related, is that they bypass the agency to talk to the customer who doesn’t understand so it constantly undermines me.”

Google support. Many of the answers we received specifically named Google support as lacking when it comes to offering help. As hard as they may try, most times they miss the mark.

“Google reps that just tell you to apply everything from the Recommendations tab and offer no additional insight or guidance. I don’t need a call to tell me to look at the Recommendations tab and I’ll apply recommendations that are appropriate, not just to improve a nonsense account score.”“Google’s lack of transparency and their account managers chasing me to increase daily budgets!”“My least favorite part in PPC are the Google Representatives that keep calling you even in the middle of the night. Although, there are times that their advice make sense but most of the time it will just drain your budget. They’re just very annoying to be honest. I get more sensible recommendations on Facebook Groups than their Representatives.”“The constant calls from Google reps offering solutions which invariably make my campaign’s performance worsen. The calls and emails are non-stop. It’s borderline harassment, and even though I’m in Europe so can normally take advantage of privacy laws to stop this sort of thing, Google seems to be above those laws and carries on regardless, even when I’ve asked them to stop.”“Google Ads reps. Bad advice.”“Google Reps pestering to apply auto recommendations.”“Dealing with Google reps who are more concerned with increasing Google’s bottom line than your results.”

We’re starting to see a trend here.

But Google isn’t the only offender when it comes to paid advertising. Facebook and Microsoft make a cameo also.

“Facebook Ads has become frustratingly difficult to perform with too many issues, policies and useless pathetic chat support.”“The fact we have little to no say on the future of it. Google, Facebook, Microsoft, et. al. sort of do whatever they want with many changes coming down the pipeline looking more like ways to make these companies more money by taking control out of our hands.”“Weird changes made by Facebook. Explaining the ever-changing landscape to prospects who just can’t seem to wrap their heads around the fact that online advertising isn’t the cheap alternative.”“Ads that I have run a million times before are suddenly not approved by Facebook and get rejected. I appeal and get them back, but seriously, what happened?”“The changes to the interfaces are too often, Google screwing with match types and Facebook changing their targeting options make long-term methods impossible to develop.”

What about clients? Agencies unite when it comes to managing client expectations.

“Explaining to each client how Google works when it comes to “learning mode”– each client seems so worried about week-over-week performance when everyone knows that is not a good true gauge of performance especially when you make large changes to the account. And explaining learning mode is like wasting time to clients. They don’t understand no matter how you dumb it down.”“Clients who don’t understand how marketing works. Asking to run “brand awareness” in Google Search, and running a remarketing campaign with a “max impressions” type of reach strategy.”“Small budgets! Oftentimes, the smaller the budget, the more precious the dollars are to the client, which in turn means the need of results that are rarely possible to achieve. Especially for industries with high Search CPCs… $500 doesn’t go far, even if $500 is a lot of money for a small business. Options end up feeling like (1) miracles, (2) disappointment, or (3) turning down small budget prospects.”“The client.” (LOL)“I work for an agency. My least favorite part of PPC is telling clients that they can’t get 100 HVAC clients with a $2,000 monthly budget when the weather is mild. They can complain all day long and that still won’t change the fact that they are asking for a miracle and cheap…sorry not sorry.”“Most of my clients are great, but the constant flow of emails/calls is exhausting and takes so much time away from the work I actually like to do – testing and optimizing.”

 More least favorites. While these didn’t quite fit in any category, we thought they deserved an honorable mention.

“The lack of options for B2B targeting. This is true across all platforms except LinkedIn. There are countless, niche targeting options for B2C, and a scant few for B2B – and those that do apply to B2B are so generic they don’t perform well. Also, match rates for first-party audiences are horrible – 10-15% in some cases. So using first-party data isn’t really a solution either.”“Piecing together the data to determine how the ads are performing and make adjustments. I have yet to come across a platform that’s intuitive, or even straightforward to use. Second least favorite (related) issue is tracking conversions, which also seems to be far more complex than it needs to be.”“My least favorite part about PPC is attribution. Everyone working in PPC is having or have had to prove the value of what we do and that is becoming more difficult to do without being able to complete attribute our work to overall goals.”“There are several things but my least favorite part is the human factor from clients to devs. Alternatively, it’s conversion tracking because neither GTM nor Google’s Consent-Mode are GDPR compliant in their current form.” “Simply not cost-effective.”“Trying to explain to the clients that PPC is an omnichannel approach. The PPC campaigns contribute to online sales, but also for offline sales.”“The theft by bots and competitors.”

Why we care. It’s nice to know that we’re not alone when we get frustrated with our jobs. Whether we work for agencies or in-house marketing teams, we all face similar issues and concerns. It’s important in marketing (now more than ever), to adapt to changes, but that doesn’t make them any less maddening.

The post Search marketers agree: automation the least favorite part of PPC appeared first on Search Engine Land.

Webinar: Protect your PPC spend against ad fraud

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on Webinar: Protect your PPC spend against ad fraud

Webinar: Protect your PPC spend against ad fraud

By 2023, the global cost of digital advertising fraud will reach $100 billion. Invalid traffic and fraud are consuming your budget, leaving you with few genuine leads and poor advertising ROI.

Learn how to verify advertising engagements and proactively block invalid traffic with ad fraud expert Adam French, who will share his insights into creating better outcomes for digital advertising efforts. He will also discuss how organizations can deploy end-to-end protection and detection capabilities to maximize ROI.

Register today for “Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic,” presented by TrafficGuard.

The post Webinar: Protect your PPC spend against ad fraud appeared first on Search Engine Land.

Internal linking for SEO: Why and how?

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on Internal linking for SEO: Why and how?

Internal linking for SEO: Why and how?

Before your content can rank, it needs links. Google finds your posts and pages best when they’re linked to from somewhere on the web. Internal links also connect your content and give Google an idea of the structure of your website. They can establish a hierarchy on your site, allowing you to provide the most important pages and posts more link value than other, less valuable pages. So using the right internal linking strategy can boost your SEO! In this article, we’ll discuss the importance of internal linking, how to approach it and how Yoast SEO can help you with internal linking.

Did you get a red bullet for internal links in Yoast SEO? Jump straight ahead and read how this assessment works in Yoast SEO and how to improve your internal linking.

Table of contents

What are internal links?Internal links vs external linksWhy are links important to Google?Relationships between contentLink valueSetting up an internal linking strategy1. Determine the ideal structure for your site2. Decide what your most important content is3. Add contextual linksContextual linking: an example4. Link hierarchical pages5. Consider adding a related post section6. Try adding navigational links7. Add links to your taxonomies8. Consider adding links to popular or recent postsMore on internal linksNofollow linksAnchor textsInternal linking in Yoast SEOText link counterEasy internal linking with Yoast SEO PremiumThe internal linking suggestionThe cornerstone approach internal linking workoutThe orphaned content internal linking workoutChild and sibling blockOrphaned content filterGo link your content

What are internal links?

An internal link is any link from one page on your website to another page on your website. Both your users and search engines use links to find content on your website. Your users use links to navigate through your site and to find the content they want to find. Search engines also use links to navigate your site. They won’t see a page if there are no links to it.

There are several types of internal links. In addition to links on your homepage, menu, post feed, etc, you can also add links within your content. We call those contextual links. Contextual links point your users to interesting and related content. Moreover, they allow search engines to find out what content on your site is related and determine its value. The more links a significant page receives, the more important it will seem to search engines. Therefore, good internal links are crucial to your SEO.

Internal links vs external links

Every website — even online stores — consists of internal and external links. Internal links connect pages and posts on your website, and external links connect your pages to other websites. In this post, we focus on internal links and what they mean for SEO. See our posts on link building if you want to get more external links pointing to your site.

Why are links important to Google?

Internal linking is an essential factor for Google and other search engines. But why? And where do you start?

As Marieke explains in the video, Google follows links to discover content on websites and to rank this content in the search results. If a post or page gets a lot of links, this is a signal to Google that it’s an essential or high-value article. This counts for internal as well as external links.

Internal linking is something you control as a site owner. With the correct internal links, you’ll guide your visitors and Google to your most important pages. Our internal linking tool (not available yet in Yoast SEO for Shopify) can help you suggest related posts to link to!

Relationships between content

Google crawls websites by following links, internal and external, using a bot called Googlebot. This bot arrives at the website’s homepage, renders the page, and follows the first link. By following links, Google can work out the relationship between the various pages, posts, and other content. This way, Google finds out which pages on your site cover a similar subject matter.

For example, you’ll see links to the ‘Content SEO’, ‘Internal linking’, and ‘Site structure’ tags on top of this post. We make sure Google understands that the content on those pages is related to the content of this post by adding these links.

Link value

In addition to understanding the relationship between content, Google divides link value between all links on a web page. Often, the homepage of a website has the most significant link value because it has the most backlinks. That link value will be shared between all the links found on that homepage. The link value passed to the following page will be divided between the links on that page, and so on.

Therefore, your newest blog posts will get more link value if you link to them from the homepage instead of only on the category page. And Google will find recent posts quicker if they’re linked to from the homepage.

When you get the concept that links pass their link value on, you’ll understand that more links to a post mean more value. Because Google deems a page that gets lots of valuable links as more important, you’ll increase the chance of that page ranking. 

Setting up an internal linking strategy

It’s crucial for your site’s SEO to evaluate and improve internal linking strategy regularly. It’s one of the ways to improve the fitness of your website. By adding the right internal links, you make sure Google understands:

the relevance of pages; the relationship between pages;and the value of pages.

To set up your internal linking strategy, there are several things to take into account. How you go about it exactly, of course, depends on your site and your goals, but the following steps are a good rule of thumb.

1. Determine the ideal structure for your site

We always advise website owners to imagine their website as a pyramid. On top of it is your homepage; below that there are some sections or categories, and further down, there are individual posts and pages (possibly with subcategories in between).

If you do it well, your website’s menu should reflect this structure. In our Ultimate guide to site structure you can read how to create the best site structure for your site.

2. Decide what your most important content is

Then, you should determine what your most important content is. If you’re not sure, please read our article on cornerstone content. In short, it’s your best and most complete content; it’s about the core of your business. It’s the content you want people to find when searching for topics or products you specialize in.

Because you want to let Google know that this is your most important content, you need to add many links to it. There are various spots from where you can link to your cornerstone content. Here, we’ll give the most common options, from your post’s copy to your navigation.

(Psst! Want a hand with setting up your links for your cornerstone content strategy? Try our new Internal linking SEO workout feature in Yoast SEO Premium!)

3. Add contextual links

When you’ve written various articles about a certain topic you should link them with each other. This will show Google – and users! – that those articles are topically related. You can link directly from sentences in your copy or add links at the end of your post.

Moreover, you want to show Google which articles are your cornerstone: your most complete article on this topic. You have to add a link to the cornerstone in all of the articles on this topic to do so. And don’t forget to link back from the cornerstone to the individual posts.

Contextual linking: an example

On our blog, there’s a cornerstone content article called ‘The ultimate guide to keyword research’. This post will rank for all related search queries about [keyword research] in Google search results.

So we’ve added links from other relevant articles, such as ‘7 keyword research mistakes to avoid‘, ‘ What is keyword research‘, or ‘Focus on long tail keywords‘ to the main article. And we link back from the main article to these posts. In doing so, Google will understand that the ultimate guide contains the most information about [keyword research]. So, in the end, Google will rank the ultimate guide above the other, shorter posts about keyword research.

4. Link hierarchical pages

If you have hierarchical pages on your website, link parent pages to their child pages and vice versa. Also, don’t forget to link sibling pages to each other. These pages should be related on a well-organized site, and connecting them like this will make perfect sense.

Read all about linking parent and child pages for SEO.

5. Consider adding a related post section

There are many plugins and modules that add complete related posts sections to your posts. If you use one, we recommend testing whether the related posts actually are related posts. If you’re not sure, linking to posts manually is probably best. That’s what we do on – we select a related post manually (or with a little help from our internal linking tool – more on that later) and place a link to that post at the bottom of the article.

Willemien explains this in detail in this post about linking to related posts.

6. Try adding navigational links

Besides linking from topically-related posts and pages, it’s possible to make your cornerstone content more authoritative by adding links to it from the homepage or the top navigation. You should do this with the posts and pages that are most important to your business. This will give these posts or pages a lot of link value and makes them stronger in Google’s eyes.

7. Add links to your taxonomies

Taxonomies, like categories and tags, help you organize your site and help users and Google to understand what your content is about. If you have a blog it could be beneficial to add internal links to the taxonomies the post belongs to. Adding links to the category and tags helps Google understand your blog’s structure and helps visitors to navigate to related posts more easily.

8. Consider adding links to popular or recent posts

The last option to mention is creating internal links to your website’s most popular or newest posts. Preferably create these sections in the sidebar or the footer of your website to have them appear on all pages and posts.

As link value passes to these most popular/recent posts from many different pages, they get a boost. Besides that, the posts will be easier for visitors to access, which will increase traffic – and more traffic is a positive sign to Google.

More on internal links

Nofollow links

You also probably have links that aren’t important for SEO on your website. If you have a login link for your clients on the homepage, for example, you don’t want to leak link value to your login page – that page doesn’t need to rank high in the search results.

You used to prevent losing link value to unimportant links by giving them a nofollow tag. A nofollow tag asks Google not to follow the link: so no link value is lost. Now you might think: “I’m going to nofollow less important links to give the most important links more link value.” While this worked in the past, Google has become more competent. Now it seems that the link value for those nofollow links doesn’t automatically flow to the other links on the page. The nofollow link will be counted as a link and the link value for that link will be lost. Therefore it makes more sense to have fewer links on a page instead of nofollowing some of the links.

Note that adding a nofollow tag doesn’t mean that those target pages can’t be found in Google’s search results. If you don’t want pages or posts to show up in the search results, you should also give them a noindex tag. The noindex tag means that Google shouldn’t render the page and shouldn’t give the content a place in the Google index to show up in the search results.

Read more: Why noindex a page or nofollow a link? »

Anchor texts

Once you have decided which links should be on a page and which pages should get link value, it’s important to use the right anchor text. The anchor text is the clickable text that visitors see. For example, the anchor text of the two internal links in the example below are ‘link schemes’ and ‘paid links’:

You can see the anchor text containing the link in this image.

If you over-optimize anchor text you might hurt your website. And by over-optimizing, we mean keyword stuffing. Previously, you could give all anchor texts the same keyword and Google made your website rank higher for that keyword. Nowadays, Google is smart enough to understand that the content around the anchor text says more about the relevancy of a keyword than the anchor text itself. So make sure the anchor text looks natural in your copy: it’s fine to use keywords but don’t add the exact same keywords to every link’s anchor text. 

Keep reading: The context of internal links »

Internal linking in Yoast SEO

Yoast SEO includes several checks and features to help you improve your internal linking.

On a post level, the Yoast SEO plugin helps make sure you give internal links some thought. In the plugin meta box — or in the sidebar, as shown below –, the internal link assessment of Yoast SEO checks whether you’ve created links to other pages on your website in your text. It also checks if these links are followed or nofollowed.

For Yoast SEO for Shopify, this check only works on posts or pages. The reason for not having internal links on your product pages or in your product descriptions is that you want to keep customers there — not send them to another part of your site. You need your customer to convert as quickly as possible. An important part of Shopify SEO, right?

Internal link check in WordPress

Internal link check in Shopify

Checking if you've added enough internal links in Yoast SEO

Checking if you've added enough internal links in Yoast SEO for Shopify only works in posts and pages, not products

window.onload = function () {
jQuery( ‘.tabs__panel .block-transcript .toggle’ ).click( function() {
var block_transcript = jQuery( this ).closest( ‘.block-transcript’ );
if ( block_transcript.hasClass( ‘open’ ) ) {
block_transcript.removeClass( ‘open’ );
jQuery( this ).attr( ‘aria-expanded’, ‘false’ );
} else {
block_transcript.addClass( ‘open’ );
jQuery( this ).attr( ‘aria-expanded’, ‘true’ );
} );

To get a green bullet for this check, add contextual internal links to relevant content on your site.

Text link counter

If you have Yoast SEO for WordPress installed, you’ll also get a handy tool in your post overview, called the text link counter. This tool counts the internal links in a post and the internal links pointing to a post. This visualizes which posts should receive more links. This will all help you work purposely on your site structure.

You can see the number of internal links pointing to and from a post with Yoast SEO

Easy internal linking with Yoast SEO Premium

The internal linking suggestion

By now you are probably aware of the importance of internal linking for SEO. But handpicking articles – and relevant articles – to link to isn’t always easy. Even if you have a small website, you might not have every content you’ve published right on top of your head. And if you’re managing a medium to large website, especially one where various people can write and publish content, it’s really difficult to remember all the content you have on a given topic. When this happens, internal linking can take much more of your time than it should.

That’s exactly why in Yoast SEO Premium, we’ve built a dedicated feature for internal linking – the internal linking suggestion. It’s incredibly easy to use and you only need to setup for this feature once. Yoast SEO will first scan your content in WordPress, analyze and try to make sense of all your content. Then, when you write a post, you can immediately link to a related post by copying or dragging the link directly into the editor. You’ll see the suggestions in the Yoast SEO sidebar on the right-hand side of your screen. For instance, the screenshot below shows the internal linking suggestions for this post you’re reading. The green tick indicates that we’re linking to the suggested post from this one.

This feature makes internal linking much more intuitive. And that’s thanks to Yoast SEO content analysis running in real-time in the background. It analyses and compares your text to existing content on your site to pick out articles that best fit your new post, all while you’re still writing! Even if the articles are written a while ago or by someone else in your team, Yoast SEO won’t miss them. This way, it will help you set up a great structure by connecting related content to each other without overlooking articles you might not think of right away.

Internal linking suggestions by Yoast SEO Premium for this article

The cornerstone approach internal linking workout

Getting your internal links back in shape is important because that helps you rank with the content you want to rank. That’s why we’ve introduced the cornerstone content internal linking workout in Yoast SEO Premium. You can use this workout to improve your internal linking based on the cornerstone approach we discussed earlier. In six easy steps, you can improve your site structure by learning where to find your cornerstones, how many links they have at the moment, and how to add links pointing to these important posts.

The first step in the cornerstone content workout in Yoast SEO Premium

The orphaned content internal linking workout

Orphaned content are your pages and posts that don’t have any internal links pointing to them. That makes them hard for users to find, and also hard for search engines to crawl. In the orphaned content workout, we identify your orphaned content for you and give you all the options and tools you need to deal with it! Maybe you don’t want those pages to be found. Maybe you want to delete them. Or maybe you want these pages to rank in Google and be found by your visitors. Whatever you decide for each page, the steps in this SEO workout make it easy for your to clean up your content.

The first step in the orphaned content workout in Yoast SEO Premium

When you have our Premium plugin, you can find these internal linking workouts in the backend of your WordPress website. Just go to SEO in your left side menu, and select the menu item ‘Workouts’. This will take you to a page where you can find our workouts. Of course, we’ll add other SEO workouts as we go along, which you’ll also find here when they’re released!

Go Premium and unlock this feature!

Unlock our internal linking features and get free access to all of our SEO courses with Yoast SEO Premium:

Get Yoast SEO Premium »Only €99 EUR / per year (ex VAT) for 1 site

Child and sibling block

In the WordPress block editor, you can also easily link child and sibling pages with Yoast SEO premium. If you want to make sure you link all child and sibling pages, just select the sibling or subpages block, add it to your post, and you’re done. Of course, this only works for hierarchical post types.

Orphaned content filter

To make it even easier to find posts that aren’t linked to, Yoast SEO Premium has the orphaned content filter. This feature allows you to see which posts and pages aren’t linked to at all, by other posts and pages on your website. Using the filter, finding important posts that need more inbound internal links is a piece of cake!

Go link your content

Without links, your content can’t rank! With a solid internal linking strategy, you can show which content is related and which of your articles are most informative and valuable. If you follow the guidelines in this post both Google and your users will understand your site better, which will, in turn, increase your chance of ranking.

Read on: Site structure: the ultimate guide »

What is anchor text?What is link building?How to improve your link text: 4 practical tipsHow many (internal) links on a page?How to use the Yoast SEO internal linking tool

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Apple’s ad business may reach $6 billion by 2025

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on Apple’s ad business may reach $6 billion by 2025

JP Morgan lead analyst Samik Chatterjee thinks Apple could bring in $6 billion in revenue from mobile advertising in 2025.

Market projections. According to Apple Insider, the mobile advertising market is expected to exceed $400 billion in 2024, which is about a 33% increase from the $288 billion it claimed in 2021.

Privacy concerns and speculations. The release of iOS14 and the introduction of App Tracking Transparency (ATT) caused a supposed $10 billion in lost revenue for Meta. Chatterjee mentions in the article that this change “drove headwinds for incumbent advertising platforms,” and we can’t help but wonder if this was Apple’s plan all along.

Chatterjee goes on to predict that the headwinds will lead to a reallocation of advertising funds – many of which will be spent on Apple Search Ads, which directly benefits their advertising business and revenue.

Earlier this month we reported on a new pricing model for Apple’s search campaigns, Cost Per Tap (CPT). The new model will replace the less popular CPM campaign standard, and reflect the typical cost-per-click model that advertisers are familiar with on other platforms such as Google and Facebook. This change could be an early indication that Apple has big plans for its ad network.

The future of Apple advertising. There is no word on whether Apple has plans to implement an audience network. However, given their large network of users, it wouldn’t be completely out of their wheelhouse. The largest slice of the Apple pie, however, still comes from Apple Search Ads, which Chatterjee says will account for about $4.1 billion in revenue in 2025.

Why we care. The implementation of iOS14 didn’t stop Apple from tracking our data, it just stopped them from sharing it. Given Chatterjee’s ad revenue predictions, we wonder if Apple really prioritizes privacy and customer experience, or if they have other plans to take over the digital ad landscape. With 825 million paid subscriptions and a user base of over 1 billion, they certainly have the leverage.

The post Apple’s ad business may reach $6 billion by 2025 appeared first on Search Engine Land.

Press Release: Bounteous Claims Spot on Fortune’s Best Workplaces in Chicago 2022 list for Third Consecutive Year

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on Press Release: Bounteous Claims Spot on Fortune’s Best Workplaces in Chicago 2022 list for Third Consecutive Year

CHICAGO – June 15, 2022 – Great Place to Work and Fortune magazine has again named Bounteous to its

How to find the balance between creativity and automation in PPC

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on How to find the balance between creativity and automation in PPC

How to find the balance between creativity and automation in PPC

Day 2 of SMX Advanced 2022 has kicked off and this morning’s keynote by Brad Geddes was all about leveraging automation in your ad campaigns.

Geddes is a PPC expert and co-founder of Adalysis, and the author of “Advanced Google AdWords,” the most advanced book ever written about Google’s advertising program. Geddes has worked with many of the world’s leading companies in managing and perfecting their PPC management and workflows.

Where is the balance?

In his keynote, Geddes went into great detail on the difference between humans and machines, what their strengths are, and how they can work together to create a winning ad campaign.

“Google and Microsoft aren’t taking away your control,” Geddes said. “They’re giving you more management options. You don’t have to fight the machine, but your job is to find the balance.”

So what is the difference?

Realizing what humans and machines do well and playing to those strengths is key. Humans are really good at:

CreativityStrategyStorytellingReacting quickly to market changesAuditing the machineEmpathy

Machines, on the other hand, are really good at:

MathBiddingStatistical significanceFinding lookalike audiencesInputting repeatable data like reportsConversations from human-driven inputs like chatbots

Referencing recent PPC survey results, Geddes reminded us that ad managers are happy with the results when it comes to scripts and bidding. Managers have neutral feelings when it comes to RSAs, data-driven attribution, and local campaigns.

Not surprisingly, managers are generally unhappy with automation surrounding discovery campaigns, the insights tab and auto-applied recommendations.

All in all, machines are really good with numbers, but not with insights and intent. That’s where humans come in.

Is anyone surprised? I didn’t think so.

What do we want? Balance of data insights combined with a machine’s ability to crunch numbers and make predictable outcomes!

When do we want it? Now!

Using guardrails

Geddes described guardrails as boundaries advertisers put around automation.

Google doesn’t always get it right and adding guardrails helps advertisers “leverage automation within our own framework of tolerance and profitability.” Geddes goes into depth on how to use these to fine-tune your campaigns.

A few of the most common guardrails are:

Negative keywordsN-gram analysisNegative audiences

Let’s talk strategy

One of the most important takeaways in Geddes’ keynote is how to address key parts of your funnel with proper messaging and measurement.

How is the message changed based on previous user interaction? Is there cross-channel integration to consider?

But how do you create a plan around keywords, audiences and landing page experience?

The right campaign builds for almost any account size & type

Consider your campaign type, budget and strategic goals. Then think about your strategy.

Geddes explained the exact campaign builds he uses for his own accounts which include:

Search or displayCustom audiencesExact or phrase match – or broad match with a lot of dataLightly pinned RSAs

Complications with strategy or campaign type (such as smart shopping or video) require additional considerations. However, as Geddes explained, this campaign build can work for everyone and uses several types of automation at the same time. 

When should we override the automation

Geddes said that in reality, especially with RSAs, we have more control than we think. We aren’t forced to use machine learning. Account success is based upon KPIs, not on how much automation you’re using.

Don’t undervalue humans

Sometimes you want full automation, but Geddes laid out some considerations before diving in. 

But wait, there’s more

There’s so much more to Geddes’ excellent keynote. Check it out for yourself – it’s not too late to register for SMX Advanced. Simply register for free here to watch the full keynote on-demand.

And there’s still plenty of time to experience the rest of this year’s 100% free and virtual edition of SMX Advanced. Register today to watch all the other great SEO and PPC sessions on the agenda today – and ask your questions of the speakers in our live Overtime Q&A. 

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