Gathering online is a popular way to connect with a wider community that defies geography. That’s true whether you’re chatting in Slack with coworkers, tuning in for a live stream, or attending an online event or webinar. The pandemic accelerated the shift to online events. They’re still going strong and are more common now than ever. One of these online events is especially relevant to brands and marketers – the webinar. What is a webinar? How do you set one up and host it? What are some successful examples of webinars? It’s all in this guide. What is a webinar?A webinar is a seminar that occurs online. (Web + seminar = webinar.) When you think of an in-person seminar or conference, you probably picture many speakers presenting industry news, innovations, and education in front of a live audience. A webinar is pretty much the same, but it all plays out online, synchronously.
What are the benefits of hosting a webinar?There are a lot of reasons to add webinars to your brand repertoire. When done well, they can help you reap all of these benefits:
Ultimately, a well-crafted, well-produced webinar can bring ideal buyers straight to your virtual doorstep.
Best practices for putting together and hosting a webinarIf you're interested in hosting a webinar or adding a weekly or monthly webinar series to your content lineup, consider these best practices. 1. Use the right webinar technologyYou can't run a smooth webinar without software. Thankfully, there are many good webinar platforms with the right features for your needs at almost every price point. Generally, you'll want to consider your budget, how many attendees you want to have the capacity for, recording options (for repurposing webinar content later), and interactive options (like live surveys and polls during presentations). Here are a few webinar software options to start:
2. Choose a topicChoosing one major, overarching topic for your webinar is a good idea. This keeps your event focused and its value clear to attendees. If your webinar is in a single-speaker format, try to choose a narrower topic than something too broad like "personal finance planning" or "search engine optimization." Those topics are vast and can't be fully covered in an hour. Instead, choose a deeper topic like "financial planning for new parents" or "SEO and your site content." If you plan to have multiple speakers, presentations, or sessions within your event, consider choosing a broader main topic, with each session exploring facets of that topic. Always consider the value of your topic for your target audience. What would interest them? What information would help them? Topic research can help you answer these questions, such as polling your audience on social media, checking out what topics your competitors are addressing in their content, or even doing keyword research on a topic to see how many people are looking it up. Whatever topic you choose, consider how to make it interactive and engaging. Ultimately, people who attend webinars want to learn but don't want to feel like they're sitting in a boring lecture. 3. Choose a presenter and/or a speaker (or a panel of speakers)Choosing the right presenter for your webinar will significantly impact its success. The right presenter will be a credible authority on your topic and comfortable speaking in front of people. You can choose someone from within the company – or not. For example, you could invite a guest presenter, such as an industry influencer or well-known expert, to host and speak about the topic. Sometimes inviting multiple expert speakers makes more sense for a webinar. Perhaps a team inside the company could present together, or different experts from various brands could gather virtually for a panel discussion. 4. Pick a format that makes senseThere are multiple formats your webinar can take. Consider what would work best for presenting your topic, including the number of speakers you plan to have. Here are some of the most common formats:
5. Create an engaging presentationThe visual format of webinars gives you a huge opportunity to get creative with presenting and displaying information to your viewers.
6. Give yourself time to prepareThere are lots of moving parts involved when it comes to webinars. You'll need to think about software and tech, budget, presenters, branding, slide decks, promotion efforts, and more. There will likely be many different hands involved, so you'll need to give everyone enough time to do their part, as well. Organizers of small webinar events report needing 3-6 weeks to promote the event. Large webinar organizers report needing more than six weeks. Keep in mind these different timelines, especially as you plan and set a date for the webinar. Give yourself and your team enough padding to get it done right. 7. Market your webinarNobody will know about your webinar without some promotion behind it. You'll need to spread the word through social media and your website. You can also email your subscriber list announcing the event and inviting them to register. In all of these promotions, tell your audience about the value they'll receive from attending your webinar and how it will help them with a particular question or problem.
8. Practice your presentation and test your equipment/techAccording to a Markletic survey, most virtual event attendees report bad connections and bad audio as the biggest annoyances (followed closely by bad cameras and messy backgrounds). Annoyances like these make it less likely that your attendees will stick around or get any value from your webinar. The best way to plan for equipment failures and flubs? Practice. Days before your webinar, do a practice run-through with everyone involved. Test equipment. Test audio. Test connections. Check backgrounds. This is also a good chance to practice presentations and work out any kinks. You'll ensure your speakers are prepared, all the slides are error-free, and everyone will know what to do when the webinar goes live. 5 examples of brands doing webinars the right wayThe following brands have used webinars successfully to build brand awareness, nurture their audiences, increase conversions, or attract new customers. NotionNotion, a SaaS company, hosts weekly webinars centered around their product – a workspace/docs/spreadsheet/page-builder hybrid for teams, businesses, and individuals. Each webinar explores Notion's capabilities and updates from its developers. Many of them share tutorials or demos on using Notion for different use cases. Additionally, all of Notion's past webinars are available on-demand after the live presentation with a simple sign-up. All of them can be found on a dedicated page on their website. ELB LearningELB learning creates tools to facilitate online learning for people who design courses and instructional materials. Their webinars focus on career and skills development for learning designers and are hosted by experts on their team. U.S. BankU.S. Bank has an entire library of webinars under the umbrella of personal finance management. Webinar topics include "Protect yourself or your loved ones from elder fraud," "Insider tips for student debt," and "Should you buy now, pay later?" Reed WordsReed Words, a U.K. copywriting agency, ran weekly webinars exploring topics to help brands find their voice and express it well. A panel of four experts from their team discussed building a brand voice in this session, followed by an audience Q&A. SephoraSephora, the reigning makeup chain in malls everywhere, hosts regular live webinars with influencers and brand ambassadors whose products are sold in-store. For example, the regional director of the NARS makeup brand recently guest-hosted a webinar that showed customers how to apply NARS products to achieve different makeup looks. These events aren't free – instead, Sephora customers spend their loyalty points (earned by making purchases) to register for webinars. However, attendees also get free gifts mailed to them, such as deluxe samples and automatic giveaway entries. This way, Sephora's webinars feel like exclusive events, and registration fills up soon after the events are posted. Webinars are a dynamic content type loaded with potentialTechnology has improved to a degree where online webinars and virtual events can be just as engaging and worthwhile as attending them in person. If you plan it right, create it with care, and promote it effectively, your webinar could be your best investment in content this year. And, once you get the knack for producing and hosting webinars, you can create them regularly to engage with customers, increase conversions, and build your brand authority and visibility online. Finally, don't forget to record your live webinar so you can repurpose that content later. Webinar replays are just as valuable for nurturing leads. You can get even more mileage out of that content if you strategize right. By now, you should have enough basics to create and host your first webinar. Don't panic. Enlist your team to help you, and plan, plan, plan. You've got this. The post Webinars: A complete guide with examples appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/webinars-guide-examples-393499
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You will soon be able to highlight what type of content appears in the Activity section of your LinkedIn profile. Why we care. LinkedIn continues to add helpful tools and features for marketers and content creators. This change, while minor, is another small way to help increase the visibility of your content, which hopefully can help increase your presence on LinkedIn, expand your professional network (connections/followers) and ultimately help grow business or advance your career. What is changing. You will get to choose which content type your Activity section shows first:
What it looks like. Here’s a GIF of what this will look like: The green, highlighted tab is what will show first for people who view your profile. When the change will roll out. LinkedIn said this will be available to all members in the “next few weeks.” LinkedIn’s announcement. You can read it here. It recaps several other recent updates, including the LinkedIn SEO change we reported earlier this month in LinkedIn now lets you add an SEO title and description. The post New LinkedIn feature to boost your content visibility appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/linkedin-profile-activity-content-type-393519 Microsoft has just announced two new updates affecting those who use Smart campaigns, as well as hotel and property managers. Google import for Smart campaigns. Now available in 11 new markets. The 11 new markets are:
Lodging solutions. Expanded Lodging solutions offerings, including international expansion, new placements for Property Promotion ads, including mobile and new product updates (Vacation Rentals and Room Bundles). The new Lodging solutions ads provides users with:
Feed requirements. Microsoft provides the following display for property ads feed requirements. Why we care. With the addition of new markets for Smart campaigns, advertisers will have access to a larger audience, which can lead to increased visibility and potential conversions. Lodging solutions provide advertisers with tools to efficiently manage and optimize their campaigns for hotels and other lodging businesses. Overall, the two new additions provide further diversification of advertising platforms. By having access to both Microsoft Advertising and Google import for Smart campaigns, advertisers can diversify their advertising efforts and reach a broader audience across multiple platforms. This may be a good opportunity to test them if you’re not currently using Microsoft ads. The post Microsoft Advertising unveils Lodging solutions, and adds 11 new Google import markets for Smart campaigns appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/microsoft-advertising-unveils-lodging-solutions-and-adds-11-new-google-import-markets-for-smart-campaigns-393516 Longer video ads have demonstrated greater effectiveness compared to their shorter counterparts. Mobile user acquisition managers have noted significant performance improvements when using videos that are between 31-60 seconds long. “Our attention spans may be short, but longer mobile video ads have proven effective at catching users’ attention,” says marketing platform Liftoff, who published the report. Liftoff says its report analyzed nearly 1 trillion impressions across 24.5 billion clicks and 240 million installs between the start of 2022 and the beginning of 2023. Why we care. If you’re using shorter video ads in your app campaigns, try creating longer videos to test. By using longer video ads, you may be able to increase the effectiveness of your mobile marketing campaigns, resulting in higher engagement, conversions, and, ultimately a better return on investment (ROI). Getting more from your ads. When creating video game app ads, here are a few tips that can help you get more:
Dig deeper. You can view the entire report from Liftoff here. The post For video ads, longer is better appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/for-video-ads-longer-is-better-393513 Google is conducting a small test where the search company is blocking news content in Google Search for fewer than 4% of Canadian users for the next few weeks. A Google spokesperson confirmed this test with Search Engine Land, adding that this is a “potential product response to Bill C-18.” What’s being tested. Google is testing blocking news across all Canadian publisher websites, in Google Search, Google Discover and other Google surfaces. This test is limited to less than 4% of Canadians. Google said. Google told us, “We’re briefly testing potential product responses to Bill C-18 that impact a very small percentage of Canadian users. We run thousands of tests each year to assess any potential changes to Search.” “We’ve been fully transparent about our concern that C-18 is overly broad and, if unchanged, could impact products Canadians use and rely on every day. We remain committed to supporting a sustainable future for news in Canada and offering solutions that fix Bill C-18,” Google added. What is Bill C-18. Bill C-18 would enact the Online News Act, which proposes a regime to regulate digital platforms that act as intermediaries in Canada’s news media ecosystem in order to enhance fairness in the Canadian digital news market, according to the Government of Canada site. What it looks like. We’ve been trying to find examples of this change across the web and we asked Google to confirm these findings but have not yet heard back from Google if this is how the the blocking will appear to Canadians. Here are some examples we found on Twitter: History. We had a similar situation with Australia where Google would remove links to publishers if they had to pay to link to those publishers. Also, we had this with Spain, where publishers’ content was limited and then Google was asked to later put it back to how it was. Why we care. This is just a heads up to searchers and publishers that you might see less content from Google Search and it might lead to less traffic to your website. So keep an eye on your analytics but again, this is a very limited test. The post Google limits access to news content in Canada appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/google-limits-access-to-news-content-in-canada-393498 If you want to improve your marketing performance, you may not need to add headcount or invest more in media. Instead, the most effective strategy might be prioritizing inbound SEO efforts. Inbound SEO is the process of optimizing your marketing content to rank higher in search results so your audience can find and engage with your content easily. This guide from Conductor explains how inbound marketing and inbound SEO work together and outlines the 8 core elements of a winning inbound SEO program. Visit Digital Marketing Depot to download The Complete SEO Inbound Marketing Guide. The post 8 core elements of a winning inbound SEO program appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/the-core-elements-of-a-winning-inbound-seo-program-393475 Google just announced that they’re adding four new Performance Max (PMax) features. TBD. There is no word on when exactly the new features will be rolled out.
Why we care. Advertisers have been asking for improvements to PMax for quite some time, and it seems like Google is at least trying. The ability to view conversions, conversion value, and other metrics at the asset group level allows advertisers to refine their creative strategy and optimize their campaigns more effectively. Second, budget pacing insights can help advertisers ensure that their campaigns are delivering the desired results. And, the integration of video creation tools directly into PMax campaign setup and editing workflows is a simple and efficient way to create high-quality video content. However, the tool could be very limited in features. The new features and tools seem like a step in the right direction, but be sure to test them extensively and provide your feedback to Google whenever possible. Campaign-level brand exclusions. Google will provide advertisers with more control over their Performance Max campaigns. These exclusions will prevent the campaigns from appearing in Search and Shopping inventory for specific branded queries that the user wishes to avoid. By applying these exclusions, you can also prevent traffic from brand misspellings and brand searches in a foreign language. You’ll be able to exclude your own brand terms and choose from a list of other brands to exclude. If a particular brand is not on the list, you can request its addition through Google Ads. Page feeds. Performance Max users will soon have access to page feeds, a feature that will allow them to further optimize results from Search inventory. With page feeds, you can direct traffic to specific landing page URLs on their website and group those URLs by theme using labels to make them more easily usable in a particular campaign or asset group. When combined with final URL expansion, which uses keywordless AI technology to better understand the importance of landing pages to a business, page feeds can help guide and inform the AI and drive valuable conversions from unexpected or untargeted search queries. This provides Performance Max users with another tool to help them effectively utilize their final URL expansion feature. Video creation. To simplify the process of creating video ads, video creation tools have been integrated directly into the Performance Max campaign setup and editing workflows. Previously, these tools were only available in the asset library. This integration allows users to create video content quickly and easily, even if they lack the resources or time to do so. Additional reporting. Soon you’ll have the ability to view conversions, conversion value, cost, and other metrics at the asset group level. This data will enable you to refine your creative strategy and optimize campaigns. In addition, budget pacing insights will be available soon, providing you with automated suggestions to optimize budgets and improve campaign performance. These insights will include information on how much a campaign has spent and is projected to spend, as well as current and forecasted conversion performance. Not news. Google has also recently rolled out account-level negative keywords, experiments, and the new Content Suitability Center to improve efficiency. If you haven’t already tested these features, it might be worth giving them a shot. The post 4 new Google Performance Max features are coming soon appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/4-new-google-performance-max-features-are-coming-soon-393494 For the greater part of the last decade, Google released a slew of updates enriching the mobile-first search experience. There was the mobile-friendly algorithm update from 2015 and the switch to mobile-first indexing in 2019. In October 2021, Google introduced continuous scrolling on mobile. It’s a sensible change that matches users’ browsing experience in their social feeds. Fast forward to December 2022, Google rolled out continuous scrolling to desktop search results. It roughly mirrors the user experience, which has been live on mobile for a while, but there’s a notable distinction:
Historically, few users browsed past Page 1 of the SERPs and clicked results beyond Page 2. Like many SEOs, I was curious to know how continuous scroll impacts organic traffic. Would continuous scroll on desktop increase the value of organic results on those deeper pages? Or would consumers still rather change their search query if nothing was found on the first few search results? I digged into the data to find out. Organic traffic data: Pre- and post-continuous scroll changeTo understand the impact of continuous scroll on desktop, I looked at data over a 30-day period pre- and post-continuous scroll change. While there are some seasonality considerations, this pre/post methodology gives a better view of organic ranking trends. Meaning, if you looked year over year, SEO results would have (hypothetically) changed significantly. I also only included non-branded keyword data in the charts below. Branded data showed no significant changes of note. In fact, 99% of clicks in our data before and after this change went to positions 1-3. The data was similar for impressions, with 97% going to the top 3 positions for branded terms. The simple answer is the first page is massively essential. Yes, this change moved some impressions and clicks to more profound results. But, ultimately, the majority of traffic comes from the top 3 positions. Over 50% of impressions and 88% of clicks go to the top 3 positions. Impressions did increase for rankings 15-20 from 20% pre-continuous scroll to 25% post-continuous scroll. This reflects the updated user experience where consumers might not even realize they continued to go beyond the top 10 results to the top 20. After that, things were fairly flat, and >30 only accounts for ~10% of total impressions. For clicks, it’s even more important to be in the top 3. Only 4% of total clicks occur after position 6. This is 2X what it was before continuous scroll changes (previously, 2% of clicks came from positions greater than 6). Wow. Desktop is really driven by those top positions, even with a slight shift in impressions to deeper results. As a comparison, I thought I would show mobile data from the same data set. Mobile has a more of a scrolling user experience. The data set showed “just” 40% of impressions going to the top 3 positions. The next largest cohort was in the 7-10 positions with 35%. Users are just flicking through results if they don’t see what they are looking for in the top 3. For clicks, it is still just dominated by the top 3. 91% of clicks came from those top 3 positions, and just 3% coming from anything >10. What this data means for search marketersThis data set should confirm two things for search marketers:
We still see so many brands think of SEO as something to set up when they redesign or re-platform their website. This is the equivalent of a New Year's resolution with your fitness in the gym versus making the changes needed to really improve your health over the long term. You can't just go to the gym in January and think you are healthy for the rest of the year. Keep writing content and optimizing technical elements to keep your website strong and healthy year round. No matter what change in user experience happens or AI thing comes along, your site will be ready for that change. The post How Google continuous scroll has impacted organic traffic [Data] appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/google-continuous-scroll-desktop-organic-search-data-393476 Every new year, SEOs, bloggers and publishers are eager to capitalize on “fresh content” ranking boosts by adding new dates to old or existing content. Google’s search advocate John Mueller again reiterated that only significant content changes should lead to a changed date in articles. But what is considered significant? And what does it really mean to change a date? Both depend on many factors. As always, there is middle-ground to cover so let’s dig deeper in this article. The evolution of fresh content ranking boostsThere was a time when updating content did not help attract visitors on Google. Then over the years, Google increasingly rewarded “fresh content.” Do you remember the concept of “query deserves freshness” (QDF)? As early as 2007, former Google SVP Amit Singhal discussed how the algorithm considers searchers’ need for current information. The QDF model aims to measure, assess and rank content based on its value for a particular (time-sensitive) search query. It was among the first algorithm tweaks meant to take user intent into account. This meant that less authoritative but newer content would sometimes outrank high-quality but older content because some searches require current results than others. The example below shows a Google search for [us elections] in January 2023: When you click the “Overview” button on top, you will get another results page with even more current results covering primarily the latest election that will take place next. (Here the “2023 United States House of Representatives elections.”) When you search for election results, you most likely don’t want to see results from the past election (even though they have earned many links ever since). You’d want results from this election, which may not have attracted as many links yet in a short time. In the past, the article date indicated to Google which resource was newer. Only a limited number of keywords were affected at first, and this still does not apply to all search queries. Some SEOs started gaming this ranking signal quickly. They changed the date automatically, sometimes every day. Others removed the dates to at least not look outdated. All this forced Google to dig deeper into the actual content’s value. The Google algorithm has significantly changed since, but QDF is still present among other freshness systems.
This is still one of Google’s unique selling points. They have a fresher index compared to Microsoft Bing. Bing and alternative search engines, still heavily rely on site authority as measured by incoming links and overall trustworthiness. This works fine for some keywords but is stale for others. What is considered ‘significant’ when updating content?As Google heavily invests in its helpful content system and other AI-based ranking algorithm tweaks, you can rest assured that it looks beyond just an article’s date. The good news is that you don’t have to repeatedly write about the same topic at length to produce fresh content. Updating existing content “significantly” may suffice. Simply changing an article’s date and claiming it is “new” won’t cut it. There’s no misleading Google and visitors. For me, a significant content change can’t be measured by a percentage or word count. Changing 50% of your article by simply rewriting it with synonyms or AI-generated content don’t count because your additions do not add value. Consider the following:
As an example, I published an article on Google and alternative search engines, which ranked well, especially in 2021. I was tempted to update it for 2022 to keep it fresh. Ultimately, decided to change the article’s main focus. In 2019, I wrote about DuckDuckGo. In 2020, I recommended Ecosia as the best Google alternative. In 2021, I suggested Startpage instead. After that, in 2022, I decided to push Neeva. Each time, I made changes that some might consider minimal. In reality, they are significant in the context of the topic.
Some of the changes were about only a few sentences, while the final change to Neeva was the most consequential. The significant point was the changed focus of the article. I recommended a different search engine as the best alternative each year. (The Neeva business model differs from all other search engines, so I wrote more about it.) What does it mean to ‘change a date’?Dates displayed on web articles can be modified in different ways. Typically, you can change the date displayed within a WordPress article. Some go as far as adding dates in other areas of the page, such as:
While each approach has pros and cons, avoid adding dates to URLs, especially if you plan to change the date later or can’t rule out that possibility. Even headlines and titles can be tricky. Ideally, add dates only when you know that you will be able to update them next year. Otherwise, the content may get ignored by searchers next year as outdated. When and how to change your article datesWhen updating existing content, I occasionally rewrite the article completely. Other times, I only fix broken links and change terms that sound obsolete (i.e., "submitting to social media" was replaced by "sharing on social media"). Sometimes, I remove mentions of defunct sites and services (think Google+). So when is it appropriate to change the date in your content, and how can it be done? 'Last updated' dateAdding a "Last updated" date to your refreshed article might be the safest way to do it. Depending on the change's significance, I would manually add it on top (bigger or more meaningful change) or below the article (less significant or sizable). You can also tweak your theme or use a WordPress plugin for that purpose. Only displaying the last updated date and not the original publish date is also an option. Date publishedThe laziest solution, albeit one of the already riskier ones, is automatically changing the published date WordPress displays above or below your article. (Below is better for all those publications that are not into breaking news or tend to publish evergreen content). In WordPress, you can also republish such articles (on top) as new. I use this method if the article is predominantly new. In all other cases, when an article has considerably changed so much that it is more new than old, I tend to change the "published" date without republishing as new. As we are inherently biased when dealing with our own work, especially as writers, we may have difficulty assessing the true value of the changes. An editor can help you decide whether the content is really "new" or current enough to deserve a new date. Alternatively, you can compare two versions of a post in WordPress to see how much has indeed changed. First published and last updatedSometimes an article is both old and new. The foundation is still the old one based on insights from years ago, but there might be additional insights or newer examples recently. In this case, I usually mention the "first published" date and add a "last updated" date within the article. This method is also used in other publications. List of changesI've been writing about SEO since 2007, so I have many old articles. Many are still valid or are evergreen. I make numerous updates to articles which continuously garner traffic despite being published a while back. After the second update, I would start listing changes (similar to release notes listing the fixes and features of a software's latest version) such as:
Maintaining lists like this can be cumbersome after a while, so I only used this technique for popular resources. Date in the headlineDid the meaning or significance of the content change radically enough so that it's truly different from last year? Does the content contain any of the following?
Sometimes, even a changed opinion can be enough, as shown in the best Google alternative example above. Date in the titleThis one is tempting for SEOs. Changing the date in the HTML title tag can boost your ranking without compromising user experience. Why not just add the current year to all pages? You can, but verify that the points in your content are still valid. You'll often only notice something outdated with thorough analysis and fact-checking. Date in the URLOnly add a date in the URL when you are sure you won't change it again in the future. URL slugs like Down the road, when you want to use the same popular and well-linked page for the next election, you'll have problems. Ideally, don't add dates to the URL in the first place. Change your dates responsiblyNo matter how much you crave the fresh content ranking boost, do not get tempted by sheer greed for Google traffic. Do not change your content's date without truly offering something new. Avoid potential backfire, including Google penalties or algorithmic fixes. Even if you get away with changing the dates on old content that hasn't been refreshed significantly, you risk losing visitors' trust. Plenty of visitors (like me!) bounce on sites that still ask to share on Google+ and StumbleUpon. Or stop reading upon seeing outdated information or screenshots of Google's old logo. The post How to update content and dates for SEO in 2023 appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/seo-update-content-dates-insert-year-here-393463 Google has updated some of its search documentation to say now that the Google helpful content system can impact your site’s visibility not just in Google Search but also in Google Discover. This was a bit of a surprise to me because Google has not communicated this change up until now, and we have had a few helpful content updates since its first communication. New communication. Google updated this document to say, “The system generates a site-wide signal that we consider among many other signals for use in Google Search (which includes Discover). The system automatically identifies content that seems to have little value, low-added value or is otherwise not particularly helpful to people.” Previous communication. Previously, when Google first launched, they said that the helpful content update/system only impacted Google Search visibility, not Google Discover. Google told us that the helpful content “update targets only Google search right now.” “However, Google may look to cover additional products (e.g., Google Discover) in the coming months,” Google added. When exactly this changed, I do not know yet; I did ask Google. Other ranking systems. Other ranking systems at Google do and have impacted the visibility of sites in Google Discover. Algorithm updates like Google core updates and others, Google confirmed many times impacted Google Discover visibility. Google updated its Discover help document to say, “As part of Google Search, Discover uses many of the same signals and systems used by Search to determine helpful, people-first content. Given this, those looking for success with Discover should review our advice on creating helpful, reliable, people-first content.” The older version said, “Our automated systems surface content in Discover from sites that have many individual pages that demonstrate expertise, authoritativeness, and trustworthiness (E-A-T). Those looking to improve E-A-T can consider some of the same questions we encourage site owners to consider for Search. While Search and Discover are different, the overall principles for E-A-T as it applies to content within them are similar.” Why we care. So now, if you saw any visibility changes, both positive or negative, in Google Discover around the time of any Google search ranking update, including now a helpful content system update – you may be able to attribute it to that update. The post Google helpful content system can now impact Google Discover visibility appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/google-helpful-content-system-can-now-impact-google-discover-visibility-393492 |
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