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Yelp’s new home feed looks like a certain popular social media app

Posted by on Nov 9, 2021 in SEO Articles | Comments Off on Yelp’s new home feed looks like a certain popular social media app

Yelp’s new home feed looks like a certain popular social media app

Yelp is introducing a new home feed experience, consisting of a vertical feed of visual content from local restaurants, for its mobile app, the company announced Tuesday. The Instagram-like feature is now rolling out to iOS users in nearly 150 metropolitan areas across the United States.

The new vertical home feed in Yelp’s iOS app. Image: Yelp.

What content appears in the feed? Photos of Popular Dishes, which are determined by Yelp’s machine learning systems based on user-submitted photos and reviews, and Yelp Connect posts can appear in the new home feed.

When a user taps on a Popular Dish in the home feed, they’re redirected to more photos and reviews mentioning the dish. Photos can also be images of a restaurant’s interior or exterior; when a user taps on one of those images, they’re shown more details about the photo on the business page.

A Yelp Connect post, with the “Sponsored” label, in the home feed. Image: Yelp.

Subscribers of Yelp’s paid Connect feature will also gain more visibility in the new home feed. Connect posts are distinguished by the “Sponsored” label shown above. When users tap on a Connect post, they’ll be presented with an option to view the business’s Yelp page or share the post.

Bringing social media features into Yelp. Yelp is also adding a heart icon to all home feed content, according to Phillip Zukin, group product manager of consumer product at Yelp. “That said, businesses are only notified that their content is resonating with potential customers when a consumer taps the heart icon on a Connect post,” he added. Users are not currently shown how many “hearts” a post has received.

Personalization for users. Home feed content is personalized to users based on various factors, including their physical proximity to the business, the popularity of a dish in reviews and the recency of the content.

Why we care. This social media-inspired UI tweak may make discovering new businesses easier for users on Yelp’s iOS app. This visual format is a sharp contrast to its main competitor, Google Maps, which may help Yelp attract users that are looking to be served recommendations as opposed to searching a map interface for the right place to eat. And, as with any interface change, how users behave within the app is likely to adapt, which may mean increased engagement for businesses if the new home feed is well received. 

The new home feed also provides more visibility for businesses using Yelp Connect, which may raise the utility of the service for some subscribers. “Our initial testing showed that this new experience may help increase consumer engagement with businesses’ Connect posts by as much as 30%,” Yelp said in the announcement.

Yelp also has plans to roll out the new home feed experience to Android users as well, but did not provide a timeline for the release.

The post Yelp’s new home feed looks like a certain popular social media app appeared first on Search Engine Land.

20211109 SEL Brief

Posted by on Nov 9, 2021 in SEO Articles | Comments Off on 20211109 SEL Brief

The post 20211109 SEL Brief appeared first on Search Engine Land.

Yoast has a new CEO: Thijs de Valk

Posted by on Nov 9, 2021 in SEO Articles | Comments Off on Yoast has a new CEO: Thijs de Valk

As of last week, Thijs de Valk is Yoast’s new CEO. Thijs used to be the Chief Commercial Officer at Yoast. He’s very excited to start this new role of leading the company. Marieke van de Rakt, former CEO and founder of Yoast SEO academy, will be focusing mostly on content marketing as Creative Marketing Manager.

The new CEO: Thijs

Thijs first started working at Yoast right after finishing his Master’s degree in Pedagogical Sciences (which is akin to developmental psychology). This was back in 2012 when he was employee #4. In his time at Yoast, Thijs has had a lot of roles, ranging from doing support, writing reviews, and marketing and product roles. He’s actually worked at Yoast two times. He came back for his second and current “stint” nearly 3 years ago. His reasons for coming back also make his love for the company clear:

“Yoast was my first ever real job. So it was good for me to have a few years’ worth of experience in other companies. What I’ve mostly learned is that there are few other companies that are as vision driven as Yoast. Yoast is constantly driven by their love for the web and wanting to improve the web as much as possible. That intrinsic drive and the extraordinary people that work here meant I just had to come back. And I’m now ready and extremely honored that I get to lead this company.”

Will there be any big changes?

“In short: no. We’ve been acquired by Newfold this year, which will give us, and is already giving us, a lot of opportunities. Yoast will continue its mission as it always has. We’ll still be helping people improve their website’s SEO through our software and our academy courses. The business is really running quite well, so there’s no real need for any changes.

Having said that, there are still so many chapters for Yoast to write. And I’m extremely excited to help write those chapters. We want to keep making a positive impact on the web and we already have some amazing stuff lined up to do just that. As ever, it’s still onwards and upwards!”

The post Yoast has a new CEO: Thijs de Valk appeared first on Yoast.

Speed matters: 3 ways to win with marketing velocity in the new year

Posted by on Nov 8, 2021 in SEO Articles | Comments Off on Speed matters: 3 ways to win with marketing velocity in the new year

Speed matters: 3 ways to win with marketing velocity in the new year

Now is the perfect time for marketers to build on what we’ve collectively learned over the past 18 months and prepare for a comeback by embracing marketing agility.

In this webinar, experts from Adobe share three different ways to increase marketing velocity by focusing on optimizing and becoming more agile in your approach.

Register today for “3 Ways to Turbocharge Your Team for Greater Marketing Agility in 2022, presented by Adobe.

The post Speed matters: 3 ways to win with marketing velocity in the new year appeared first on Search Engine Land.

Google’s local rebrand prompts SMB support amid antitrust lawsuits, says local SEO expert

Posted by on Nov 8, 2021 in SEO Articles | Comments Off on Google’s local rebrand prompts SMB support amid antitrust lawsuits, says local SEO expert

Google’s local rebrand prompts SMB support amid antitrust lawsuits, says local SEO expert

“Google is using the new Business Profile to solicit small business support for Google’s opposition to pending anti-trust legislation,” wrote Mike Blumenthal, previous founder of LocalU and GatherUp, for Near Media. After the rebrand from Google My Business to Google Business Profile, many business owners received notification of the name change along with prompts to learn more about “new laws [that] may impact my business.”

Google appeals to SMBs to lobby for the tech giant’s case. While we could not replicate the in-SERP dashboard prompt, Blumenthal included screenshots of his Business Profile where Google tells listing managers, “Proposed legislation could make it harder to find your business online.”

Source: Mike Blumenthal, Near Media

On Twitter, Blumenthal also shared an email sent to Darren Shaw of Whitespark, a Canadian local SEO company, prompting them to “take action” on Google’s behalf to advocate for Google’s position to legislators. The idea is that changes to laws will make it hard for Google to offer the same support to small businesses and therefore will hurt SMBs in the long run.

This is not the first time. When in legislative trouble before, Google has previously tried to appeal to users to make its case when laws change. In 2013, they made the case for cookies by telling searchers in the SERP, “Cookies help us deliver our services.” This was a prompt in response to European privacy laws.

When European laws changed to allow people to request removals from the search index, Google emailed individual page owners to tell them, “We regret to inform you that we are no longer able to show the following pages from your website in response to certain searches on European versions of Google.”

The same happened when French laws required that Google “remove snippets from their search results for European press publications,” wrote Barry Schwartz on Search Engine Roundtable. When the EU told Google to stop notifying searchers of removals on individual searches, they followed the request by adding the removal notification to all search pages, said Sam Schechner in the Wall Street Journal:

Google has appeared to bend to regulators’ desire that the company refrain from indicating in search results when something had been removed. Google had earlier indicated it might highlight the removals, something it does when it removes links to pirated content. But EU regulators told Google in recent weeks that such a move would undermine the spirit of the decision by making it clear some individuals had wanted information about them suppressed, one regulator said.

Instead, Google on Thursday added a blanket notification that appears at the bottom of most results for individual name searches conducted on Google’s European search websites, according to an explanation the company posted to its website. The notification – “Some results may have been removed under data protection law in Europe” – is added algorithmically to searches that appear to be for a name, a person familiar with the matter said.

Why we care. Google’s go-to seems to be to appeal to searchers and businesses who use their services when lawsuits affect how they will run their business. “This effort to manipulate small business folks with astroturfing is a whole new level of deception. It lays bare Google’s intentions to protect their monopoly at all costs. Their attempt to buttress arguments with manufactured alliances, for legitimacy, adds fuel to an obvious fire,” wrote Blumenthal in his oped on the matter. If you work with SMBs and they received the notification, there’s a chance they may be worried about how laws and resulting changes will affect their businesses. While marketers are often more skeptical of the search giant’s methods and motives, it may be worth being proactive to your local SEO clients to let them know what this prompt means.

The post Google’s local rebrand prompts SMB support amid antitrust lawsuits, says local SEO expert appeared first on Search Engine Land.

What digital marketers should know about Google Analytics 4

Posted by on Nov 8, 2021 in SEO Articles | Comments Off on What digital marketers should know about Google Analytics 4

Google Analytics 4 (or GA4) is a completely new version of Google Analytics. The goal of this post is to share the key differences between Google Analytics 4 and the previous version of Google Analytics that you are probably familiar with and highlight the key features that you should be aware of as a Digital Marketer.

What makes Google Analytics 4 unique

If you were around back in 2013 you might remember when the last version of Google Analytics was launched, called “Universal Analytics”. At that time, you needed to update your tracking code to migrate to the new version, but everything else stayed pretty much the same.

Unfortunately, this is not true about the upgrade to Google Analytics 4. Data is collected differently, stored differently, and even visualized differently. All of this change can be frustrating, but GA4 is quite a bit more advanced than the previous version. Those Digital Marketers who migrate to the new version will be rewarded with an Analytics tool that provides a better representation of user behavior, respects user privacy preferences, and allows you to spend less time collecting and aggregating data. 

This is possible because of three technologies that Google has been working on for the past few years: 

Firebase Analytics

The first is Firebase Analytics. Firebase is a suite of products for developing mobile apps that Google acquired back in 2014. Firebase Analytics uses something called the “event-driven data model” to better describe behavior and measure user engagement. I will speak more about this in a moment, but the important thing to know about Firebase Analytics is that it is the backend for Google Analytics 4. This means that data captured across both websites and native apps now share a single format.

Google Signals

The second technology that GA4 is built on top of is Google Signals. You’ve probably heard about Google Signals before because this is the identity software that uses Google accounts to recognize logged-in users. It is the same method that Google uses behind the scenes to create audiences, and Google Analytics 4 can now use this feature to recognize users instead of relying on first-party cookies.

The Global Site Tag

Finally, Google Analytics 4 is also built on top of the global site tag. The benefit of this technology is that it allows you to make changes in the user interface that actually change the code that is deployed to your website. As an example, with GA4 you can flip on a feature to track when users play a YouTube video, and the code to do this will be automatically deployed to your site without a change in the tag manager.

So that’s a pretty high level overview, and there’s a lot we can talk about next. But I’d like to dig a little bit deeper into what I see as the most important of these features: the event-driven data model.

The Event-Driven Data Model

First of all, let’s remember what the home screen looks like when you log into Universal Analytics today. 

As you’ll notice, sessions are undeniably the most important metrics in legacy Google Analytics reports. When someone asks the question: “How much traffic did our campaign drive?”, the answer is usually given in the number of sessions. When someone asks the question: “Are users engaged with the site?”, then the answer is usually bounce rate (a subset of sessions), session duration, or pages per session. When someone asks the question: “How well are we converting against a goal?”, the answer is usually the Ecommerce or goal conversion rate (both of which are calculated with sessions).

The problem with sessions

The problem with this is that the concept of a session can be difficult to apply to mobile and single-page apps, because the fact is that apps are more variable than traditional websites, and the assumptions that we make about how users experience the web do not always hold true for how users experience an application.

As an example, if you’re a runner you might open a mobile app to track your speed and let it run in the background for hours. How many sessions should that create? Are bounce rate and pages per session really useful measures of engagement in this situation? 

How the event-driven data model solves this problem

The solution to these problems is the event-driven data model, because it eliminates the concept of a hit type (social, pageview, transaction, etc), and replaces it with three simple components: events, event parameters, and user properties. 

This may seem like a small change, but it strips away all of the assumptions that we previously made about the data. When something happens, it is tracked with an event (ex. link_clicked). Parameters are just pieces of information that describe the event (link_text). And user properties are simply pieces of information that describe the user who initiated the event (current_customer). That’s it.

Google did not invent the event-driven data model (numerous products have been applying it to mobile apps for years), but with Google’s market share, GA4 will be the first time it has been applied on such a large scale. So it’s a new concept to most marketers.

The impact of these changes is that page views and sessions are no longer the fundamental building blocks that they once were. They still exist, but you are not required to use them where they don’t make sense because the focus has shifted to users and events. As you can see in the new Home screen for GA4 below, the most important metric in the Google Analytics 4 reports has changed from sessions to users. 

Google has been talking about emphasizing users over sessions for years, but GA4 really forces this change. 

The event-driven data model also enables a series of new dimensions and metrics that can be generated without relying on the concept of a session. There are several examples of this, but the first one I want to share is the move from “goals” to “conversion events”.

From goals to conversion events

As you may recall, a user completes a goal in Google Analytics when they take some action during their session. If the action is taken multiple times during the session, we would still only count that as a single goal completion.

GA4 has eliminated the concept of a goal, and replaced it with conversion events.

A conversion event is simply any event that you’ve marked as important to your business. So this could be an event to indicate a lead form has been submitted, a video has been completed, an element has been clicked on, or anything else. As you send data to Google Analytics 4, the “Configure > Events” report will populate with all of the event names that have been received. You can send up to 500 unique events, and you simply flip the radio button to mark any event as a conversion from here. Once you do that, you will be able to import these conversions into Google Ads just like you would import a goal.

Acquisition vs. re-engagement

When you are evaluating how well your traffic channels are driving conversions, you now have to decide if you are evaluating how well you are acquiring new customers or re-engaging existing customers. If you choose the “User acquisition” report, your conversions will use first-touch attribution. But if you choose the “Traffic acquisition” report your conversions will use last-touch attribution.

There are three important things that Paid Search Managers should know about conversion events:

The user can complete multiple conversions within a sessionEach conversion event must have a unique name so that it can be marked as a conversion with the radio buttons I showed a moment agoQualifying for an audience can trigger a conversion event

This brings us to our next topic: audiences.

Audiences

You might remember that the old version of Google Analytics allowed you to create user segments (for example: all users who added an item to the shopping cart but did not make a purchase). Then, you could promote that segment to an Audience, and share it with Google Ads for remarketing and identifying look-alikeslook-a-likes.

In Google Analytics 4, the concept of a segment has been merged with the concept of an audience. Instead, you simply create audiences. Audiences can be applied to any report, and they can also be shared with Google Ads.

Another thing that is different about audiences is that once you’ve created one, it is automatically shared with everyone else who uses Google Analytics 4. So you do not need to pass links around to your coworkers so that they can download the audience you are using.

Predictive Audiences

And, lastly, Google has launched a series of predictive audiences that can be automatically generated for you (which are similar to the Smart audiences you might be familiar with). These audiences use Google’s machine learning to score the probability that a user will make a purchase or churn within the next 28 days so that you can invest your remarketing budget in reaching the customers who will have the greatest impact.

Ok, so that’s audiences. Let’s talk about engagement metrics. 

New Engagement Metrics

A moment ago I mentioned that all of the metrics that were previously calculated based on sessions have changed. 

This is important to Digital Marketers because these include all three of the tools that we previously had for measuring the quality of a click: bounce rate, pages/session, and average session duration.

These have been replaced by a new and very important metric that is automatically recorded in GA4 called “engagement time”, which is the amount of time that the user actively viewed your content. If the user is on a mobile app, this is the time that the app was in the foreground. And on a website, this would be the time that the browser tab was active.

Google Analytics 4 then uses this metric to calculate: engaged sessions.

Engaged Sessions & Engagement Rate

An engaged session is a session with greater than 10 seconds of engagement time. You can divide the number of engaged sessions that you had during a time period by the total number of sessions to calculate another new metric “engagement rate”. This is the metric that you will use instead of bounce rate in GA4 (read more about engagement rate here). 

Engagement Rate is a much more useful metric for measuring user engagement, especially with sites like blogs and news outlets where a successful session may only include a single pageview.

Active Users

Now I do want to point out that engaged sessions and engagement rate are both session-based metrics. Sessions have not gone away with GA4, despite the greater emphasis on users. But, we also have a new metric called Active Users.

An active user is someone who has had at least 1 engaged session during the date range that you’ve selected.

If you pull up either of the Acquisition reports you can see how these new metrics are front and center. I expect that a lot of Paid Search Managers are going to struggle to let go of the old metrics, but I actually think that this is a big step forward, and I hope that you’ll find these tools to be useful once you become familiar with them.

Before we move on, there’s one more thing that I want to point out about these new engagement metrics.

Improved data import

None of these are impacted when you import external data. The details on this are a bit technical, but this solves a really big problem with Universal Analytics. If you ever tried to upload offline transactions, for example, you created a bunch of single hit sessions in Google Analytics, which drove up your bounce rate and reduced your pages/session and avg. session duration. 

This was very frustrating for a lot of analysts, but since those events do not contribute to engagement time in GA4, they do not have any impact on your engagement metrics. This makes the integrations with Salesforce or call tracking tools much more seamless than they were before.

Okay, I have three more items to discuss, and all of them circle around User Privacy.

New privacy controls

First of all, Google Analytics 4 provides a long list of new privacy controls that marketers can use to ensure they are compliant with the latest regulations.

Disable ads personalization

The first is the option to disable Ads Personalization. This is useful for marketers who would like to use Google Analytics to understand user behavior, but who do not plan to build audiences for remarketing. In this case, a user with “Edit” permissions can completely disable audiences for remarketing so that no one in the company can flip it on.

However, Digital Marketers (such as yourself) also have the freedom to flip this on only within specific geographies. So, for example, it’s now possible to disable Ads Personalization within the EU, but continue to use this feature for all other users.

Not for personalization

But even within a geographical region where you are using Ads Personalization, you can exclude specific events that may be private in nature so that they cannot be used to generate audiences.

Websites and apps that collect medical information are a good use case for this. If you have an event that identifies that the user has generated an appointment with a doctor, you may choose to mark this event as “NPA” (not for personalization) so that no one on your team can create an audience that considers this data point.

So those are the most important new privacy controls that Digital Marketers should be aware of, but I should mention that there are also several others.

How Google Analytics 4 is embracing user privacy 

I think that it is important to point out that enabling many of these privacy controls will create gaps in your data. And historically, most Analytics tools have worked very hard to eliminate data gaps like this (for example: we use to write code to detect when users are running an ad blocker, we’ve deployed tricks to help recognize users across domains, or when they log in with a different device, etc.). These new privacy features in Google Analytics 4 actually move in the other direction — they give you more controls to embrace privacy when the user requests it.

And the reason is that Google is taking the first steps to transition us into a world of incomplete data, where we do not rely so strongly on cookies.

Over the past 3 years or so, Safari and Firefox have taken large steps to limit how long a cookie can exist, and eliminate cookies that are used for tracking users across sites. Most marketers don’t realize that the impact of this is already showing up in your data.

For example, most websites are right now showing a higher number of users in Safari than they two years ago. This isn’t because you’re driving more traffic, it’s because the cookies that we use to identify a person are being deleted between sessions if those sessions are more than 7 days apart.

So, Google Analytics has to help marketers prepare for regulatory restrictions that are coming from GDPR and CCPA, but they also have the new burden of helping marketers prepare for technical restrictions that are being imposed by browsers.

In response, Google has announced two features that are coming soon to GA4: Reporting Identity and Conversion Modeling. So I’d like to wrap up with a quick overview of what we know about these features and how they will work once they are released.

Reporting identity

Traditionally, Google Analytics has identified a user on the web by setting a cookie (called the Client ID), or by using something called the App Instance ID in a mobile app.

If you’re lucky enough to have logged-in users on your site, you have the ability to set your own unique identifier for users (called the User ID). The benefit of doing this is that you could see how frequently users log in to your site from different devices.

Right now, if you go to your property settings and click on “Reporting Identity” you’ll see two options: “By device only” (which means that you are only using the Client ID and do not have Logged-in users), or “By User-ID, Google Signals, and then device”.

As I mentioned before, this feature will be available for users who are logged in to a Google account on their device and have opted-in to ads personalization (so not everyone). If you enable this feature, GA4 will still use the user ID if it is available since it is the most accurate way to identify a user. But, if the user ID is not available and Google Signals is, then GA4 will use Google Signals to identify the user.

As a result, you will be able to identify a portion of your users across devices, even if they are not logged in. This is important because it means that you will generate very complete data for the small subset of your users who are logged in to Google, using Chrome, and have enabled ads personalization.

Having good information about this small subset of your users will help you fill the data gaps that exist in the rest of the user population. And this is called “Conversion Modeling”.

Conversion modeling

Conversion modeling is different from Attribution modeling. The idea is that Google uses machine learning to fill the gaps that we know exist in our data. So, for example, if we know that Safari is reporting 100 users on the site last month, we could estimate that you probably only had 80 because 20 of those were the same user with deleted cookies.

The downside of this approach is that we are going to become more reliant on black-box algorithms and estimated data. But the benefit is that we can respect a user’s privacy request without the concern that it will cause our data to be less useful for making marketing decisions.

How to get started with Google Analytics 4

If you’ve made it this far, then hopefully I’ve convinced you to get started with Google Analytics 4. My recommendation is to start today, but take it slow. If you’re running an old version of Google Analytics, you can add Google Analytics 4 tags to a website without impacting the existing Google Analytics implementation. 

My recommendation is to dual-tag your site, so that data is sent to both versions of Google Analytics for 6 months or so. This allows you to continue using the old version of Google Analytics for your day-to-day reporting, and spend an hour or so a week looking at the new metrics and pulling reports from GA4. Plan to fully switch over to GA4 entirely in 2022 by removing those old tags.

The post What digital marketers should know about Google Analytics 4 appeared first on Search Engine Land.

November 8: The latest jobs in search marketing

Posted by on Nov 8, 2021 in SEO Articles | Comments Off on November 8: The latest jobs in search marketing

Demand Generation Sr. Manager/ Director @ UserGems (US remote)

Salary: $120k-$150k/yrGrowth Marketing Strategy: Set strategy and plan campaigns to meet pipeline coverage and revenue goals Channel Ownership: Create, test, and scale campaigns across multiple channels, including but not limited to SEO, SEM, Socials, Email, and more.

Senior Content Writer @ The Advanced Business Metrics Agency (US remote)

Salary: $95k-$105k/yrCreate new content (including blog posts, web copy, case studies, white papers, ad copy, etc) to assist marketing campaignsHelp research and develop monthly content calendars

SEO Services Account Manager @ Whitespark (Canada remote)

Salary: $48k-$58kCA/yrWork directly with clients on Google My Business and local search tasks.Manage and track client tasks, completing tasks efficiently and on schedule.

Part-Time Junior SEO @ GrowthPlays (US remote)

Pay: $35/hourAnalyze an existing web page’s title tag and h1 and come up with 5-10 variations of anchor text for internal links to that pageComplete an internal linking database for our customers

Want a chance to include your job listing in the Search Engine Land newsletter? Send along the details here.

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20211108 SEL Brief

Posted by on Nov 8, 2021 in SEO Articles | Comments Off on 20211108 SEL Brief

The post 20211108 SEL Brief appeared first on Search Engine Land.

Forecasting in SEO is Like Dune

Posted by on Nov 5, 2021 in SEO Articles | Comments Off on Forecasting in SEO is Like Dune

Forecasting in SEO is Like Dune


Show me the waters of your homeworld Muad’dib

This post is gonna contain spoilers beyond the recent Dune movie, be warned.

So forecasting in SEO is such an interesting subject. I really hate the cop-out answer of “it depends” and judge the SEO space for falling back on this lazy crutch as a way to answer real business questions. Just to be fully transparent, I have worked in-house and would pass over/fire a vendor who was unwilling to help me hit my hard numbers post-haste.

“But Dan, Forecasting is an inaccurate science”

Thanks, random internet stranger, I think this is the crux of most objections to forecasting. And it’s the most obvious, self-evident truth. Seriously, treat yourself with a little kindness and empathy and realize that when you are doing things like predicting the future it’s directional at best. And this is where we get into Dune.

Forecasting in SEO is like Paul’s visions before he drinks the waters of life (SPOILERS AHHHHHH). They are confusing and he is unsure about what they mean. He doesn’t understand the order they are occurring in, whether they are true or possible futures, it just really forces him into an existential crisis. This is how SEOs act around forecasting. YOU ARE THE FREAKING KWISATZ HADERACH. You have all the power. The people asking you for forecasts are like Gaius Helen Mohiam, they think they have all the power with their budget and institutional power, etc but you are the one that can be many places at once, you are the one that can predict the future. They need you and you have the power to get what you want from them. Spice.

Forecasting is only a way to advocate your clients (or yourself if you work in-house) politically. It helps you navigate the corridors of power in a way that allows you to be taken seriously and unlock budget and resources etc to better accomplish your job. It’s totally reasonable for someone you are asking for money to ask you what they are going to get out of it.

The true power of forecasting is only unlocked after you get your initial buy-in and start your journey, once you have successfully unlocked your budget with your forecasting. Then you are like Paul after he drinks the waters of life. With every investment in SEO the future becomes more clear, you understand what is and is not successful and can prune away at all your excessive plans and forecasts for the ones that hit or exceeded their mark. The waters of life allowed Paul to see all the potential futures, to see where investment would work and not work based on actual evidence. He was able to prune away at the various futures until only one remained. Forecasting can help lock you on The Golden Path. It may be hard, it may be uncertain but in it lies salvation.

The post Forecasting in SEO is Like Dune appeared first on Local SEO Guide.

Google is hiring a Search Quality Analyst to fight search spam

Posted by on Nov 5, 2021 in SEO Articles | Comments Off on Google is hiring a Search Quality Analyst to fight search spam

Google is hiring a new Search Quality Analyst who would work on fighting spam in the Google Search results. A new job posting by Google is currently accepting applications, the job seems to require you to be available to work on-site at the Mountain View, California office.

Job details. The job description defines the job of a Search Quality Analyst as someone who “will be working to measure and prevent inorganic user behavior through enforcement and development of our webmaster guidelines.” It also requires you to “support search ranking launches through qualitative and quantitative analyses.” As a Search Quality Analyst, Google said, “you will solve problems across data sets, with the power of Google’s technology to identify issues occurring in Google Search and related product areas.”

Make a difference. Google said this job will make a difference and have a “direct impact on users every day.” Plus you will get to work “closely with engineers and other analysts to launch algorithms and lead efforts that improve the overall search experience.” In short, you get to understand the search ranking algorithms in a deeper way and actually work on overall search quality.

Responsibilities. Google lists out these are the core responsibilities of the job:

Prevent abuse of Google Search by analyzing search trends, identifying inorganic activity, and developing solutions.Solve analytical problems and apply analytical methods as needed within datasets.Engage cross-functionally with a wide variety of people and teams. Work closely with Engineers and Analysts to lead the development of long-lasting solutions.Prepare and present recommendations to multiple levels of stakeholders.

Qualifications. Here is a listing of all the qualifications to apply for this job:

Minimum qualifications:

Bachelor’s degree or equivalent practical experience.Experience working with one or more of the following languages: SQL, HTML, PHP, JavaScript, Python, Go and/or C++.Experience in data analysis, or working as a data scientist, abuse analyst, or law enforcement investigator.Experience managing projects and defining project scope, goals, and deliverables.

Preferred qualifications:

Master’s degree in a quantitative discipline.Experience in Search Engine Optimization (SEO) or experience as a webmaster.Excellent written and verbal communication skills.

Why we care. If you love search, SEO and how search algorithms work, this might be the job for you. For some in SEO, it is the dream job to work at Google on Google Search, specifically working on search quality. For others, this might be a great opportunity to learn about why search quality is important.

We often see only from the side of marketers, we want our sites to be at the top of the Google Search results. But did you ever think about it from the search engine’s perspective?

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