Microsoft Bing explains how Bing AI Chat leverages ChatGPT and Bing Search with Prometheus2/22/2023 Ever since Microsoft announced the new Bing AI search and chat experience, they have been mentioning the technology “Prometheus.” Early on, Prometheus was described as a model to power the integration of Bing Search and AI chat. Now, Microsoft explained in more technical detail how Prometheus works to just that. “We developed a proprietary technology we call Prometheus, which is a first-of-its-kind AI model that combines the fresh and comprehensive Bing index, ranking, and answers results with the creative reasoning capabilities of OpenAI’s most-advanced GPT models,” Jordi Ribas Corporate Vice President, Search & AI at Microsoft wrote. Prometheus. As quoted above, this Prometheus technology is an AI model that Microsoft Bing created to combine the Bing index, ranking, and answers search results with OpenAI’s GPT models. This makes the ChatGPT models have fresher, almost real-time, content and data to use for its training models almost immediately. As I understand it, the Prometheus technology works across Bing in these areas:
Query interpretation. I believe the query interpretation piece might be one of the most fundamental aspects of Prometheus. For example, as I illustrated in this search, Bing Chat AI is taking my long query and breaking it into a shorter query that Bing Search can understand, find the right documents for, plug into ChatGPT and also surface more answers from Bing Search. Look at how Bing Chat took my query, “why does bing call their ai chat technology prometheus and what does it do?” and made it “bing ai chat technology prometheus.” ![]() Fresh answers. Bing then takes this query, goes through its Bing Search index, which is mind-blowing fast, and gives almost real-time answers. Here is an example of a post I wrote last night and it showing up in Bing AI chat in minutes (via Glenn Gabe on Twitter last night): ![]() Bing found the article I wrote at 5:08pm and responded to Glenn’s query by around 6:30pm the same night with that information. Merging chat and search. The blog post then expands into how Microsoft Bing thought about the user experience, how to merge the Bing Search product with the Bing Chat product. “This product or UX innovation is arguably just as important as the Prometheus technology to ensure people can use the product to its full potential in an intuitive way,” Jordi Ribas wrote. Why we care. Understanding that Bing Chat AI leverages so much of the core Bing Search features is useful to know. It gives us hope that some of our basic SEO practices will be even more fundamental and important for how we can help our clients and our own websites rank (if we call it ranking) high in these chat experiences. “Prometheus is also able to integrate citations into sentences in the Chat answer so that users can easily click to access those sources and verify the information. Sending traffic to these sources is important for a healthy web ecosystem and remains one of our top Bing goals,” is what Jordi Ribas wrote in that blog post and we, as publishers, content creators and marketers certainly hope that is true. The post Microsoft Bing explains how Bing AI Chat leverages ChatGPT and Bing Search with Prometheus appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/microsoft-bing-explains-how-bing-ai-chat-leverages-chatgpt-and-bing-search-with-prometheus-393437
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Google page experience update for desktop rolls outIn 2022, Google began a nine-day rollout of the desktop version of its page experience update. Page experience was made up of several Google search ranking factors, including the mobile-friendly update, Page Speed Update, the HTTPS ranking boost, the intrusive interstitials penalty, safe browsing penalty and Core Web Vitals. The page experience update for desktop included all the signals from the mobile version (except for mobile-friendliness, for obvious reasons):
What Google said:
Read all about it in Google page experience update for desktop now rolling out. Also on this dayGoogle’s Pirate Update can cause 89% drop in search traffic for offending sites2022: A document Google sent to the U.S. Copyright Office showed just how much being hit by the Pirate Update could sting. New Google Shopping experience scorecard2022: Merchants that provided an excellent customer experience would see a boost in rankings and other visibility improvements in the Google Shopping tab. Microsoft Advertising rolls out dynamic descriptions for DSAs, which will become the default starting in April2022: Advertisers in sensitive verticals would remain opted out of this change for existing campaigns. Microsoft Advertising auto-apply recommendations out of beta, advertisers opted in by default2022: Advertisers were opted into all five of the platform’s recommendation types. Google Search Console adds ‘associations’ so you can link with other Google accounts2021: These could provide better and wider view of your data across various Google services. Video: Eli Feldblum on the SEO industry maturing through the years2021: Going way back into the early days of the SEO industry and walking you through how it matured over the years. Google Search Console adds Products to enhancements reporting section2019: This section helped you see how well your product markup was performing in Google’s search results. Google Q&A: More than 90% of questions unanswered by business owners2019: The answers that were there mostly came from Local Guides, who may or may not have provided accurate information. Video comes to Google responsive display ads2019: Google also introduced two new reporting options to help advertisers better evaluate their responsive display ads. Not just for auto anymore: Google tests giant image search ads in new verticals.2019: The ads featured a carousel of images. AdWords Keyword Planner update appears to be rolling out in the new interface2018: The latest version featured streamlined workflows and reflected the design updates in the new AdWords experience. Maile Ohye has left Google2017: She was best known for her talent for conveying complex technical topics in an understandable and actionable manner. Updated Google My Business guidelines disallow virtual offices as service-area businesses2017: Virtual offices were not considered service-area businesses and the virtual office had to be staffed during business hours. Official: Google’s green outlined ‘Ad’ label replacing solid green version2017: The new label for search text ads rolled out globally. FAQ: All About The Changes To Google’s Ad Layout On Desktop Search Results2016: A look at what was and was not changing. Google To Shut Down Google Compare Products In US And UK On March 232016: The vertical lead generation programs for credit cards, auto insurance, mortgages and travel insurance would start winding down Feb. 23. Everything’s Not Awesome: Google News Spammed With Pitch To Watch “The Lego Movie” For Free2014: The “story” appearing at the top of the Google News entertainment section was all types of bad. After Penalizing Interflora & UK Newspapers, Google Warns Against Advertorials2013: More:
Google Quietly Rolls Out New Offer Extensions in AdWords2013: Offer Extensions let AdWords advertisers post deal offers underneath a normal Google Search ad. Wisconsin State Court OKs Bidding On Trademarks In Paid Search2013: Court affirmed a circuit court’s ruling that it’s OK to use trademarks as keywords to trigger the display of paid search ads. These Five Websites Captured 20% Of All Search Result Clicks2013: Facebook, YouTube, Yahoo, Wikipedia and Amazon. Search In Pics: Google Drive Latte, Google/Bing Traitor Cake & Google Cushions2013: The latest images showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have, and more. Google Recommending New Video Schema.org Markup2012: Google did this in combination with Microsoft Bing and Yahoo Search as a “joint effort.” Bing Launches Linked Pages, Promises Better People Search Results2012: The purpose was to make the search results for you and your friends more personalized and richer. Google On Designing Mobile Friendly Websites2011: Pierre Far from Google shared how to design mobile-friendly websites while considering Google’s webmaster guidelines and best practices. Facebook Organizes Its Search Results2011: The new display was organized into different content types, replacing the old version which showed results in a straight list format with no organization. Little-Known Isohunt Case Attracts Google’s Interest2011: Google filed a friend-of-the-court brief in a civil case against Isohunt Web Technologies, a BitTorrent site, because it was concerned the court would set a precedent it didn’t like. Google Queries Reveal Potential “Underground” Anti-Semitism In France2011: Data from Google’s search suggest/auto-complete function indicated that French people were routinely searching on politicians’ names followed by the world “juif,” which means “Jewish” in French. Russia: Egypt Uprising Fault Of Google2011: Some in Russia wanted to lock down the Internet in similar ways to China, restricting some Google searches, access to social networks and more. Oscars Golden Touch: Searches On Yahoo Spiking2011: “Black Swan” was the top searched nominated film. China Launches New Censored Search Engine To Compete With Baidu2011: China Mobile and state-run news agency Xinhua launched Panguso, a search engine that let people search for news, web sites, images, videos and audio. Google Adds MySpace To Real-Time Results & Images Site Command Updates2010: Google would show the images on the webpages on that domain, and ignore the host of that image. How Google Buzz Hijacks Your Google Profile2010: Rather than “About me” showing, your Buzz activity appeared by default. Waiting Game Begins On Google Book Search Settlement2010: 21 of the 26 speakers during the hearing were against the settlement. Google, Yahoo, Microsoft, & Other Search Engines Must Comply With EU Privacy Rules2008: European data privacy regulators said that collecting IP addresses or search history is gathering personal information. Brin “Unnerved,” Yang “Girds,” And Microsoft Shops For A New Yahoo Board2008: Google co-founder Sergey Brin said he found the prospect of Microsoft owning Yahoo “unnerving.” Microsoft’s Johnson: “Once Yahoo And Microsoft Agree On A Transaction”2008: An email from Kevin Johnson, president of Microsoft Platforms & Services Division, had a tone of confidence that assumed a deal with Yahoo would ultimately take place. Microsoft Launches Search Prizes With Virgin In UK: Big Snap Search2008: Microsoft was running another search and win promotion. Six Minutes With Former Ask CEO Jim Lanzone2008: What was the most hyped thing Lanzone was seeing? “Beyond social networks, virtual worlds.” Search In Pictures: Tennis at Google, The Mars Volta at Yahoo, & Schwag2008: The latest images showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more. Google To Launch YouTube Content Identification System Soon2007: Google CEO Eric Schmidt said they would be releasing anti-piracy technologies for YouTube “very soon.” Google Launches Fee Based Google Apps2007: Google Apps Premier Edition gave you everything in standard Google Apps, plus several other features. Yahoo To Redirect More Search Query Types Site Explorer2007: Yahoo would be redirecting “domain:” and “hostname:” queries to Site Explorer. Buyers & Information Seekers Search Differently2007: Buyers viewed more search results (10 vs. 8) and took more time to view the results (11.4 seconds vs. 9.4 seconds) than information searchers. Free Speech Vs. Trademarked URLs & Keywords2007: A consumer watchdog filed a friend of the court brief on behalf of a Florida realtor sued by a homebuilder for using its corporate name in the URL of a website and buying sponsored search ads using the trademarked name to promote the site. Search Rises Above Porn In U.K. Visits2007: In January, search engines accounted for 13.3% of all UK internet visits, compared with 11.5% for adult websites. Windows Live Shopping Goes Offline2007: This beta test had ended. The Numbers Behind Your Feeds2007: FeedBurner was able to track clicks on virtually all web-based RSS readers. Past contributions from Search Engine Land’s Subject Matter Experts (SMEs)These columns are a snapshot in time and have not been updated since publishing, unless noted. Opinions expressed in these articles are those of the author and not necessarily Search Engine Land.
< February 21 | Search Marketing History | February 23 > The post This day in search marketing history: February 22 appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/search-marketing-history-february-22-393373 Google has released the February 2023 product reviews update, and it will take about two weeks to rollout. The update brings new languages to the product reviews update, including English, Spanish, German, French, Italian, Vietnamese, Indonesian, Russian, Dutch, Portuguese, and Polish. This is the sixth release of the product reviews update, this one is named the February 2023 product reviews update and was released on February 21 at about 5pm ET. Announcement. Google announced this update on Twitter:
Google product reviews update. The Google product reviews update aims to promote review content that is above and beyond much of the templated information you see on the web. Google said it will promote these types of product reviews in its search results rankings. Google is not directly punishing lower-quality product reviews that have “thin content that simply summarizes a bunch of products.” However, if you provide such content and find your rankings demoted because other content is promoted above yours, it will definitely feel like a penalty. Technically, according to Google, this is not a penalty against your content, Google is just rewarding sites with more insightful review content with rankings above yours. Technically, this update should only impact product review content and not other types of content. More languages. The change with this version is that this now supports more languages than just English. This update now works for Spanish, German, French, Italian, Vietnamese, Indonesian, Russian, Dutch, Portuguese, and Polish. Previous advice on the product reviews update. The “focus overall is on providing users with content that provides insightful analysis and original research, content written by experts or enthusiasts who know the topic well,” Google said about this update. That is similar advice to the core update recommendations mentioned above, but here is a list of “additional useful questions to consider in terms of product reviews.” Google recommends your product reviews cover these areas and answer these questions. Do your product reviews…
Google also linked to its blog post from earlier this year named providing better product information for shoppers. Google added three new points of new advice for this third release of the products reviews update:
Previous product review updates. This is the sixth release of the product reviews update and was released on February 21 at about 5pm ET. The first product reviews update was launched on April 8, 2021, the second was launched on December 1, 2021, the third has been released on March 23, 2022, and the fourth was released on July 27, 0222, and the fifth was released on September 20, 2022. Not a core update. Google also previously said that product review updates are not the same as core updates. This is a standalone update they’re calling the product reviews update. This is separate from Google’s regular core updates, the company told us. Nonetheless, Google did add that the advice it originally provided for core updates, “about producing quality content for those is also relevant here.” In addition to that advice, Google provided additional guidance specific to this update. Why we care. If your website offers product review content, you will want to check your rankings to see if you were impacted. Did your Google organic traffic improve, decline, or stay the same? Long term, you are going to want to ensure that going forward, you put a lot more detail and effort into your product review content so that it is unique and stands out from the competition on the web. Also, those impacted by previous core updates, that put in the work, may be rewarded by this February 2023 product reviews update. The post Google releases February 2023 product reviews update appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/google-releases-february-2023-product-reviews-update-393426 Microsoft and NVIDIA have announced a 10-year partnership on Tuesday to make Xbox PC games available on NVIDIA’s cloud gaming service, GeForce NOW As per the agreement, players will have the ability to stream Xbox PC games from GeForce NOW to various devices like PCs, macOS, smartphones, Chromebooks, and more. Additionally, once Microsoft’s acquisition of Activision is finalized, Activision Blizzard PC games, including Call of Duty, will also be available for streaming on GeForce NOW. What Microsoft says.
What NVIDIA says.
Concerns over the Activision Blizzard acquisition. The partnership between Microsoft and NVIDIA offers gamers more options and addresses NVIDIA’s apprehensions regarding Microsoft’s acquisition of Activision Blizzard. Therefore, NVIDIA has expressed its complete support for the acquisition’s regulatory approval. Starting right away, Microsoft and NVIDIA will collaborate to integrate Xbox PC games into GeForce NOW, allowing GeForce NOW users to stream games they purchase from the Windows Store, as well as third-party titles for which the publisher has granted streaming rights to NVIDIA. Additionally, Xbox PC games that are presently accessible on third-party stores like Steam or Epic Games Store will also be streamable on GeForce NOW. Why we care. The partnership between Microsoft and NVIDIA could increase the availability and accessibility of Xbox PC games to a wider audience through the GeForce NOW cloud gaming service. This means that more people will be able to play these games on a variety of devices, including smartphones and Chromebooks, which could lead to increased engagement with the games and more opportunities for advertisers to reach these audiences. Furthermore, once Microsoft’s acquisition of Activision Blizzard is finalized, it will also bring popular Activision Blizzard PC games like Call of Duty to the GeForce NOW service, further expanding the potential audience for advertisers to target. Overall, the partnership between Microsoft and NVIDIA creates an opportunity for advertisers to reach a larger and more diverse gaming audience, which could result in increased ad revenue and better return on investment for their marketing efforts. The post Microsoft and NVIDIA announce a new partnership appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/microsoft-and-nvidia-announce-a-new-partnership-393424 ![]() Looking ahead to 2023 and beyond, businesses worldwide face lots of uncertainty. One thing will remain constant throughout this period — customers expect excellent experiences when interacting with a brand. According to Acquia’s latest CX Report, businesses plan to prioritize customer retention over the next 12 months: 56% plan to improve customer experience, and 58% will focus more on customer service. This should be a common goal. To weather a potential storm, businesses must keep customers by meeting and exceeding customer expectations. Register today for “Master the CX Trifecta in 2023: Data, Content & Tech,” presented by Acquia and create the foundation for CX success this year and beyond. Click here to view more Search Engine Land webinars. The post The first-party data strategy you need in 2023 appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/the-first-party-data-strategy-you-need-in-2023-393308 Based on P&Ls provided by a sample of sellers, the fees incurred by a typical Amazon seller include a 15% transaction fee, referred to as a referral fee by Amazon, and 20-35% in Fulfillment by Amazon fees, which encompass storage and other fees. Additionally, advertising and promotional expenses on Amazon can amount to up to 15% of the total fees, with the overall costs varying according to category, product price, size, weight, and the seller’s business model. ![]() While the 15% transaction fee has remained constant for more than a decade, it can vary by category and be as low as 8%. Meanwhile, Fulfillment by Amazon (FBA) fees have increased gradually over time, with Amazon introducing yearly increases in fulfillment fees and storage fees. Given that selling on Amazon is tied to using FBA, most sellers rely on it to succeed on the platform. Not news for many sellers. I reached out to a few Amazon sellers and agencies and was asked to keep their information private. But I was told:
I’m not an Amazon seller, and my digital experience is more limited to lead generation, so I thought this was eye opening. But for those more familiar with the ecommerce landscape in 2023, it’s not a surprise.
Forcing sellers to advertise. While Amazon does not dictate how much to spend on advertising, competition among sellers who choose to advertise drives up that cost. Unlike other marketplaces, advertising on Amazon is not a choice, as the most prominent screen space is typically reserved for ads. Consequently, sellers must advertise to increase their chances of being discovered by customers. Some sellers still spend relatively little on advertising, and some resellers spend less than 5% of their sales on ads. However, private label sellers often spend over 10% of their revenue on advertising to grow their brand. The percentage of fees paid by Amazon sellers as a proportion of their sales increases every year, not because they are using more services, but because the cost of certain services has risen (e.g., FBA) or because certain fees are now unavoidable (e.g., advertising). ![]() Other options for ecommerce sellers. Compared to Amazon, Walmart is a more economical choice, particularly for new sellers that can take advantage of transaction fee discounts. However, Walmart’s market size is significantly smaller than Amazon’s, meaning that sellers cannot entirely replace Amazon with Walmart. Additionally, direct-to-consumer e-commerce platforms like Shopify operate on a fundamentally different business model, and fees are not the sole consideration. To cope with the rising fees, sellers are either increasing their prices, seeking alternatives to FBA, or branching out from Amazon entirely. Nevertheless, some sellers only realize how little net profit they have left at the end of the tax year, with a few even reporting paying up to 60% or 70% of their revenue to Amazon in fees. They must still account for other expenses, such as inventory, freight, and employees. Dig deeper. You can read the full study on Marketplace Pulse. Why we care. Rising fees on Amazon have a direct impact on advertising costs, as advertising is a necessary expense for most sellers on the platform. As more sellers choose to advertise, the competition for ad space increases, driving up advertising costs. Consequently, advertisers may need to adjust their advertising strategies and budgets to account for these costs. As fees continue to increase, advertisers may face difficulty generating a return on investment, which could impact their bottom line. Therefore, advertisers need to keep a close eye on the costs of selling on Amazon and ensure that they are making informed decisions when allocating their advertising budgets. The post Amazon’s share of seller revenue is now 50% appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/amazons-share-of-seller-revenue-is-now-50-393383 Despite the hype surrounding automation and machine learning, managing a PPC account requires human hands on the wheel. If anything, all these capabilities make it more complex. So set and forget, but at your own peril. No one truly understands this more than PPC pros who manage a diverse set of accounts – large and small – in B2B, ecommerce and serveral other industries. Several of those pros were kind enough to offer their insights to be compiled into the following simplified PPC checklist for daily, weekly and monthly account reviews.
Let’s dig deeper into each item below. Daily account reviewProgress of new campaign elements, especially:
Why: You’re introducing something new into the wild. Even if you planned and executed it well, you still want to ensure everything’s approved and progressing as desired, without unintended consequences. Budget pacingWhy: You’ll also see this one in the weekly section. Depending on the size of the campaign, you may not need to check this every single day, but you want to find the right cadence. If a campaign underspends or overspends at the end of the month, quarter, or custom length, that’s usually a bad thing. It means you missed some potential opportunities or you blew past the budget. You may have one campaign where you struggle to spend the budgeted amount but another consistently running up against caps. Review any flags, disapprovals, or other notifications to addressWhy: These things always happen, even to the best pros. The only difference is the best pros stay on top of it and quickly take corrective action or make appeals when needed. Weekly account reviewRecommendations
Why: Dismissing anything irrelevant will raise your optimization score and hopefully train the machine learning system algorithm to offer better ones in the future. Also, in the event there is a recommendation that's actually helpful you want to try it. Word of caution: Google makes it very easy to simply "Apply" changes so be crystal clear about what you're approving. ![]() Budget pacingWhy: See above under daily checks. (If you're checking this daily then by default it would be getting weekly attention. Either way, hopefully you get the message that proper budget pacing is critical, especially on enterprise-level accounts where a hard budget cap is spread out across multiple ad groups, campaigns, etc.) ConversionsWhy: When necessary, pivot spend to campaigns with higher conversion rates or lower cost per conversion and you'll be the hero. ![]() Search terms report
Why: The last thing you want to do is waste money on keywords irrelevant to your business. The second to last thing you want to do is miss out on keywords you should be bidding on. Abnormal performance spikes (up or down)Why: It's always better you be the one to catch and analyze an abnormal spike in performance rather than be caught by surprise. Plus, you need to see if any recent optimizations are making the desired impact. On the flip side, if you're regularly monitoring performance spikes you can catch red flags and resolve any issues sooner. Display placementsWhy: If not checked regularly, display can be quickly taken over by low quality or irrelevant placements. Every week you should look to verify where display dollars are being spent and don't be shy about making exclusions when you think you're wasting budget. Keywords / search termsWhy: Check weekly to ensure you're not wasting budget on irrelevant terms. This means tracking keyword performance to see if any should be removed. This is also useful for seeing search trends in real-time, which may present you opportunities to capitalize on. Device performanceWhy: Sometimes it matters. If you're a B2B supplier with a very limited budget, you may find mobile campaigns just don't convert. Or maybe they convert better. Perhaps they convert fine, but the cost per conversion is far too high and not profitable. Just check it! Cost per conversion (CPC) at an ad group level and adjust based on performance trendsWhy: Make sure you're not paying too much. As a general rule, always optimize for success metrics that justify more budget. Country performance (traffic spikes or performance variations)Why: This applies only if you're running campaigns in more than one country. If you are, don't assume performance is consistent across borders. Monthly account reviewIn-depth performance review and analysis
Why: This is fundamental to managing a PPC campaign. Changes in performance happen. It's your job to know why and what action to take. In addition, you'll get more buy-in if you can take the complex and present it in an easy to consume report for your clients and stakeholders. Client KPI metricsWhy: Make sure the performance of the campaigns you're managing are serving the needs of the client's business objectives. This is the time to analyze and make adjustments as needed. Key trends
Why: Analyzing YoY trends is more likely to provide an apples-to-apples comparison since you're looking at a similar time period. Analyzing MoM data will help you identify key turning points resulting in the YoY number. Auction insights report
Why: An aggressive competitor with deeper pockets than you can quickly change the dynamics of your PPC campaign. Ignorance is not bliss. ![]() Keyword researchWhy: Look for new keyword ideas relevant to your campaigns. It's best to understand volume, intent, cost, and likelihood of conversion before you allocate budget toward them. Quality score auditWhy: Low scores generally mean poor performing campaigns. Look to improve low scores by analyzing the data to ensure the keywords you're bidding return ads relevant to the query intent and ultimately lead to a landing page that converts. Ad copy auditWhy: Keep improving your ad copy until you can't improve it anymore and you'll have well-optimized PPC campaigns. Look at the individual ad copy snippets and how they get assembled together. Is there anything that needs a pin? Is everything submitted headline and t audience? Create new ads to test based on past performance. General deep data analysisWhy: You must understand what's working and not and use experiments to test new hypotheses. Regular review is key to successful PPC performanceEven with automation in ad platforms, taking your eyes off your campaigns for too long isn't advisable. Without proper monitoring, paid search accounts can go sideways. While not a complete list, following the above checks will keep your PPC campaigns on a much better path. The post PPC management checklist: Daily, weekly and monthly reviews appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/ppc-management-checklist-daily-weekly-monthly-reviews-393344 Microsoft’s plan to leverage its investment in ChatGPT’s parent company, OpenAI, is moving fast, with ChatGPT already surfacing in the Microsoft Bing interface. Mere months after Alphabet CEO Sundar Pichai referred to chatbots as a “code red,” Google soft-launched Bard, its answer to ChatGPT. And user interest is keeping up. Interest in ChatGPT has exploded since it was released to the public at the end of November: ![]() For SEOs contemplating a future that combines chatbot results with Google (and Bing’s) fundamental focus on “helpful content,” the path forward is a complicated one. In this article, I’ll take on the topic of keyword research in the ChatGPT era:
Let’s jump in. AI in search: How does it help?First, remember that AI-driven chatbot technology has been around for a while. What changed with the release of ChatGPT is that it was suddenly broadly accessible. That said, many SEOs are already familiar with using ChatGPT (either by reading one of the thousands or articles or trying the free tool themselves) for keyword research. Here’s an example of some block-and-tackle work it can help you perform. Query ![]() Initial output ![]() Drill-down ![]() In two short queries, we took a good-sized list of keywords, sorted it by topic, and assigned user intent – all in seconds. This is a great surface-level start that saves SEOs a ton of time over more manual methods. It’s a great example of ChatGPT’s function as a tool. In general, ChatGPT speeds up the way you can do research. You can ask it to create relevant topics quickly, it can help you classify the intent of different keyword lists, and it can look at semantics and cluster them. Think of it like you would think of Excel. In Excel, macros let you spend more time in analysis rather than writing the formulas manually. ChatGPT can serve a similar function, doing the grunt work and leaving more time for the human layer of nuance. What threats could it pose?I'm sticking to the topic of keyword research here. (It would take many thousands of words to dig into the topics of AI-generated content vs. human-generated content, the business threats of chatbots keeping users on the SERP and away from brand sites, and AI-driven SERPs vs. current SERPs.) The main threat posed by ChatGPT functionality to effective keyword research is similar to the threat posed by other powerful tools: it tempts marketers to take too many shortcuts. It can be enticing to type in a keyword and ask ChatGPT to find all the related keywords for you and stop there. But that work won't be very good and it's something a lower-priced competitor could offer. The next step after that should be a gap analysis. What's not there? Finding a negative is hard work. It takes reading and deep thought around the concept to realize what's missing. Uncovering the need nobody else is addressing is how you strike keyword gold. The threat of using ChatGPT for keyword research is falling in love with its ease. The real value of good SEOs still comes in doing the hard work of nuance and recognizing negative space. (Once AI can do that, we'll have new threats to discuss.) What's not changing at all?ChatGPT hasn't changed the questions I hear about keyword quantity and word count. I still get asked "It should be at least 300 words, right?" and "How many times should we include the main keyword in this?" with regularity. ChatGPT also hasn't changed how I answer these questions. It's about delivering value, not counting words or keywords. Good SEOs use keywords to evaluate intent and understand what the user wants to learn. They strive to understand the psychology of a searcher. Sometimes they need short content ("How do you double-knot your shoelaces?" but sometimes they need a book ("What is the meaning of life?"). Especially as systems get more intelligent at delivering what people need, the human differentiator of assessing the psychological nuance of keywords will become more important. I have a process called "keyword drafting." Here, I think of the concept first and then write the draft only thinking about the value and quality of the answer to the question. Only after that do I start to ask what keywords could be applied, then re-draft the content. This works well when you have information from your sales or product teams on customer questions and needs. You've gotten your topic without researching keywords, so write your content without them before figuring out where they seamlessly fit in. What might come next?My educated guess for the near future of ChatGPT is that it'll be integrated into keyword planning tools, content and topic analysis features. AI-driven chatbots will become more entwined in the SEO planning landscape, not a separate workflow. The details of Google and Microsoft's AI-driven chatbot rollouts will be closely scrutinized. Marketers will keep a close eye on user behavior and traffic trends to get a pulse on the short-term effects on the SEO industry. What's certain is that understanding and utilizing AI for keyword research now can help clue SEOs into the models and how they're trained. The more understanding you can build now, the better you'll be positioned to use AI to your advantage as it becomes more integrated. Search marketers can gain an edgeAs with most tech innovations, ChatGPT will force marketers to understand and develop skills around the layer(s) of expertise that will supercharge the power of the tech output. Once ChatGPT has had its say during keyword research, the nuance and psychology of intent must inform what you do with those keywords – including finding the gaps the tech can't yet reach. The post How to navigate SEO keyword research in the era of ChatGPT appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/navigate-seo-keyword-research-chatgpt-393335 Google is rolling out a feature over the next week that will allow you to automate a daily bulk export of your Search Console performance data to BigQuery. This will allow you to run complex queries over your data to an external storage service, where you can do deeper analysis in a more automated fashion, Google announced. The export. Google said you could configure an export in Google Search Console “to get a daily data dump into your BigQuery project.” This includes all of your Search Console performance data but not the anonymized queries. The daily data row limit does not impact this data, so you can extract more data using this method. The cool part is not just the reduction of data limits but also that this is an ongoing daily export that can be automated. Who does this help. Google said this is likely more helpful for larger sites with larger datasets. “This data export could be particularly helpful for large websites with tens of thousands of pages, or those receiving traffic from tens of thousands of queries a day (or both!),” Google wrote. How to export. Google created a help document to walk you through how to export your data to BigQuery, it is somewhat technical, and you may need assistance from a developer or programmer. The higher-level stages of this work as follows:
This export is daily, and the first time it will start within 48 hours. If the export simulation fails, you should receive an immediate alert on the issue detected; here’s a list of possible export errors. The data. Google provided a quick description of the three tables that will be available to you:
![]() Why we care. The more data you have access to in your own platform, the more you can do with analysis of your search performance. That means you can slice and dice your data in ways you probably could not prior. This should allow you to develop new ideas to improve your site and user experience. Also, third-party data tools may find useful ways to build out new reports with this. Google said, “We hope that by making more Google Search data available, website owners and SEOs will be able to find more content opportunities by analyzing long-tail queries. It’ll also make it easier to join page-level information from internal systems to Search results in a more effective and comprehensive way.” The post Google Search Console adds daily bulk data exports to BigQuery appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/google-search-console-adds-daily-bulk-data-exports-to-bigquery-393380 Do you know what makes an SEO eager to apply for an open position and what makes them click “back” quicker than a guest posting request email? I do. I’ve been reviewing thousands of job descriptions for open SEO positions for almost a year now. Some were bad, many were OK but few were great. Today, we take the first step in addressing all the above. No more excuses for subpar job descriptions. You’ll learn how to match great candidates with great companies. 5 of the biggest mistakes SEO job descriptions containDo you know why people view your description and choose not to apply? You might be surprised at what turns potential applications off before talking to them. Below are a few items that SEO professionals dislike about job descriptions based on my Linkedin and Twitter polls that received more than 500 responses. ![]() ![]() 1. Lack of salary transparencyWe get it, not every company can pay the top of the market. However, not posting a salary range and hoping you can get applicants in your interview process with promises of “we have a family culture” and “we have beer on tap” isn’t going to work anymore. Pay transparency has upsides beyond compliance. Up to 91% of job seekers said that including salary ranges in a job post affect their decision to apply, according to a recent LinkedIn survey. Share your salary range regardless what it is. If you know your not competitive than you can further leverage the rest of the description to explain why applicants should still consider you. While we all have to pay our bills, many applicants are interested in the total compensation package including benefits. Word of advice Putting a salary range that is extremely vague may end up being worse than putting no salary range at all. Your first impression with your applicants shouldn’t be simply meeting legal requirements (if required in your state). ![]() 2. Lack of remote working flexibilitySEOs spend most of their day behind a computer screen. If there was any benefit to the COVID-19 pandemic, it was realizing that in most instances, a remote work culture can be just as effective as in-office working. This is especially true for SEO roles. Word of advice Flexible working arrangements are quickly becoming an expectation and I’ve talked to many SEOs who would even take a lower salary for this benefit. If you cannot offer a remote working arrangement, consider how you make up for this in other areas of compensation. ![]() 3. Off-putting terminologyAre you even an SEO if you aren’t called an “expert,” “guru,” “ninja,” “pro” or “rockstar”? Please, let’s stop using these. There are so many ways to articulate the required skillsets for all roles ranging from entry-level position all the way of to VP of SEO. ![]() Word of advice Are you aware that terminology such as this can be considered gendered language? 4. Educational requirementsNo higher education institution offers a dedicated degree in search engine optimization. Setting the expectation that your future SEO needs both an undergraduate and graduate degree will severely limit your pool of applicants. Those who do meet all your higher educational requirements are likely to demand top compensation. ![]() Word of advice Reconsider your education requirements in favor of real-life and proven SEO experience. Focus on testing your applicants’ SEO knowledge similar to how you would any other technical role. 4. Multi-channel skillset requirement (vs. nice-to-have)You’ve removed the requirement for having a masters degree in astrophysics for your open SEO role, that’s a great step forward. Now, we need to address that your SEO job position requires individuals to not only be efficient in search engine optimization but also equally experienced in paid advertising, affiliate marketing, email marketing, social media, and at least a bronze medal in ice skating from the last Winters Olympics. Does having multi-channel marketing experience provide you some benefits when it comes to the organic search channel? Sure! But these are skills that should be sussed out during the interview process and help differentiate a good from great candidate. ![]() Word of advice Mentioning that additional consideration will be given to candidates with multi-channel marketing experience will likely increase your applicants. Making it a requirement will only reduce the number of applicants that may otherwise be fully qualified for the role. Reviewing a world-class SEO job descriptionIn the thousands of SEO job descriptions we've reviewed, one job description from the Upgrow team continues to stand out to me. I've kept the job listing live (despite no longer needing to be filled) simply so I can share with people looking for a great example. ![]() First and foremost, let's check to see if this job description passes the "cringe test" (everything we outlined above to avoid):
What makes this job description special?There are several components within this job description that go beyond that of a standard job listing. You'll see why adding just a few of these extras can make a difference in making your SEO description stand out from the competition. Team hierarchy Wouldn't it be great to understand exactly where a "Sr. Manager" position at this company sits within its hierarchy? This job listing not only explains what's expected of this role but how it works within the ~five different roles within the company. Is this role a good fit for me? Imagine if you could avoid multiple rounds of interviews to find out a component of the job simply isn't a good fit? This job description outlines qualities of individuals who find working at this company awesome and some that may make this not the right fit. A transparent hiring process If you are like most people, you've been through hiring processes that are a single interview and an offer/no offer. On the flip side you may have gone through 4-5+ interviews to receive an offer/no offer. This job listing goes the extra mile in outlining the complete hiring process starting with the online application all the way through to the job offer/onboarding process. Let's help everyone winJob descriptions aren't easy to write but neither is finding a new job. Taking the time to articulate what the position requires but is transparent with expectations and company goals, that it will only make it easier to hire. Look at Search Engine Land's weekly post on "The latest jobs in search marketing" for more examples of search marketing job listings or if you want to submit your own. The post How to write an effective SEO job description appeared first on Search Engine Land. via Search Engine Land https://searchengineland.com/write-effective-seo-job-description-393355 |
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April 2023
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