google update seo analysis with google sheets

Post-Google Update Analysis with Google Sheets

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Whenever there’s a Google Algorithm Update, it’s normal to be scared and continuously check Google Search Console to validate that we don’t have a drop in rankings. If you’re lucky, you may even see a significant improvement for your site, but there’s always a risk of losing organic rankings, and you’ll want to know which terms and pages have been affected. So, if after a Google Update, your GSC data looks like this: You’ll want to dig deeper and assess the drop in impressions, clicks and position at a query and page level. I’ve developed a Google Sheet that you can copy and use during a post-Google Update assessment to facilitate that work. You can access a live example of this Google Sheet and create a copy to use with your data. [TOC] Gathering the data The first step is to go to GSC, select a 7-day date range before the identified decrease in rankings, and export that data into Google Sheets or Excel. Select your data from the “Queries” tab of your exported file, go to the Google Sheets file, go to the Pre-Update Queries tab, select all the sheet range (by clicking on the left side of the A column and above the first row), and paste only the values. Repeat this step with the data from the “Pages” tab of the exported file and paste it on the Pre-Update Pages tab. Go back to GSC and select a 7-day date range from when you saw the decrease in clicks & impressions. Paste the data from your “Queries” tab in the Post-Update Queries tab and the data from your “Pages” tab in the Post-Update Pages tab. You can now go to the Insights tab and find a summary of all the things that this Google Sheets analyzes: Clicks In the clicks section, you can see how many queries lost clicks, the total clicks from before and after the update and the loss (or gain) of clicks. Impressions The impressions section shows how many queries lost impressions, the total impressions from before and after the update, and the impressions loss (or gain). Lost terms If there are any lost terms (terms that no longer appear in your post-update queries), you can see how many of them are and the impact of those lost terms from a clicks and impressions perspective. Position The position section shows the average position for all your pre-update and post-update terms and its difference. Analyzing this is helpful to assess if you lost rankings or it’s just a seasonal change that’s reducing your impressions and clicks. Pages that lost clicks I also included a page-level analysis that analyzes the number of clicks per page before and after the update. Pages that lost impressions This section analyzes the change in impressions per page, similar to the “pages that lost clicks.” You can find all the data from these insights in the following tabs that are described below: Lost Terms tab If there are any terms for which you didn’t get impressions and clicks in the post-update date range, they’ll appear here. You can see each term’s clicks, impressions, and average position from the pre-update date range. You’ll also find the lost terms’ insights here that summarize the loss of clicks and impressions from these terms. You can quickly assess if these are important keywords for your site and double-check that you rank for it. Just because you didn’t get clicks & impressions in 7 days, it doesn’t mean that you lost rankings for that term; it could be a seasonality issue. Loss of Clicks Tab This tab gets all the queries’ clicks from the pre-update and post-update data and calculates the difference between them. By default, the data is sorted by the number of pre-update clicks in descending order. The difference in clicks column has conditional formatting to highlight in red terms that decreased clicks, yellow for terms that had no change in clicks, and green for terms that increased their clicks. Loss of Impressions Tab This tab gets all the queries’ impressions from the pre-update and post-update data and calculates the difference between them. The data is sorted by the number of pre-update impressions in descending order. The conditional formatting from the difference of impressions column highlights in red terms that lost impressions, in yellow terms that didn’t change its impressions, and green for terms that increased their impressions. Loss of Position Tab This tab gets the average position for each query in the pre-update and post-data data and calculates the difference between them. You can then assess if a significant drop in the average position caused the loss of clicks & impressions. Remember to double-check your rankings for the identified lost terms to make sure it’s not a seasonality issue. The conditional formatting of the position difference column highlights in red the queries that decreased their position, in yellow for queries with minimal position fluctuations (between 0.1 and 0.9 change), and green for position increases. Pages that Lost Clicks Tab This tab gets the clicks for each page from the pre-update and post-update data and calculates the difference between them. After you’ve analyzed the impact of the Google Update at a query level, it’s time to assess the impact at a page level. You can easily identify which type of pages had a decrease/increase in clicks. The conditional formatting of the clicks difference column highlights in red terms that decreased clicks, in yellow terms that didn’t change the number of clicks and green for terms with an increase in clicks. Pages that Lost Impressions Tab This tab gets the impression data per page from before and after the update and calculates the difference between them. You can assess the update’s impact from an impression perspective, considering that the selected date range could mean a seasonality drop in impressions & clicks. The conditional formatting of the difference in impressions column highlights in red pages that lost impressions, in yellow terms that didn’t change their…

understanding and improving your core web vitals

Understanding and Improving your Core Web Vitals

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As you may know, Google already considers user experience to rank pages. Some of these signals validate whether a web page is mobile-friendly or if it’s secure. In its mission to become more user-centric, Google has announced a new ranking factor that will be incorporated this year, 2021: Core Web Vitals. These ranking signals are meant to evaluate a page’s loading speed, interactivity, and visual stability. Let’s go through some key topics so you can start assessing and optimizing your website for these new Core Web Vitals: [TOC] What are the Core Web Vitals? Page experience is a set of signals measured by Google to see if a page provides a good experience when a user visits it. Some of these page experience signals are already taken into consideration to identify a “good page experience”: Mobile-friendliness: Whether your page is optimized for mobile devices. Safe-browsing: Absence of any malicious or misleading content (malware or phishing). HTTPS: Whether your site uses a valid SSL certificate to ensure an HTTPS connection. No intrusive interstitials: The page doesn’t have elements that obstruct its main content (such as a popup covering most of the content that shows immediately after a user enters the site) In addition to this, Google is adding the Core Web Vitals that measure the page experience based on loading speed, interactivity, and visual stability. The Core Web Vitals are expected to be introduced in May 2021 in an update. As the graph shows, Google will use three metrics to measure these new page experience signals. Largest Contentful Paint (LCP) The Largest Contentful Paint (LCP) is used to measure page loading performance, i.e. how long it takes for a page to display the most important elements. This doesn’t reflect the total loading speed of a certain page but rather the first “piece” of content that should be shown within 2.5 seconds according to Google’s standards. To better understand this, let’s look at the loading timeline of Instagram. As you can see, LCP is reached once the logo is loaded, but the login button and other elements are “hidden”. This is because the logo is the largest element on that page, so the moment that it’s loaded, it’s the “LCP point”. First Input Delay (FID) The First Input Delay (FID) measures the time between when a user first interacts with your website (like clicking on a button) and when the browser can respond to that interaction. A good FID is when that interaction takes less than 100 milliseconds. FID only measures the “delay” in event processing; it doesn’t measure the exact time it takes for that event to happen. Scrolling and zooming are continuous actions that have completely different performance constraints, so don’t get confused. Cumulative Layout Shift (CLS) The Cumulative Layout Shift (CLS) measures visual stability and frequency in which unexpected layout changes occur. A visual change happens every time an element on your page changes its position unexpectedly. I’m sure you’ve encountered with sites (mostly news sites) that an ad banner shows up in the middle of the screen when you are reading the content. This is a great (and annoying) example of a layout shift. However, not all layout shifts are bad. A layout shift is only bad if the user isn’t expecting it. This means that layout shifts that happen due to interactions like clicks on a button, typing in a search box, and similar, are fine as long as the shift occurs close enough to the interaction that the relationship between the interaction and the shift is clear. Take a look at the previous image, the “Click Me!” button appears at the end of the gray box, which causes the gray box to change its size but not its position, so it can’t be considered an unstable element. The “Click Me!” button wasn’t at the start of the DOM, so its initial position didn’t change either. However, the start position of the green box does change, and it’s that element that affects your CLS score. What happens with animations and transitions? Many websites love the use of animations and transitions on their websites. The truth is that content that shifts abruptly and unexpectedly creates a bad user experience. To avoid animations and transitions to impact your CLS negatively, use the CSS transform property to animate elements without triggering layout shifts. Commonly, websites use properties like height or width to use animations and transitions. However, using transform: scale() to change the size it’s better. Similarly, instead of using top, right, bottom, and left attributes to change the position of an element, use transform: translate() instead. Measuring your Core Web Vitals There are many extensions and tools out there that can help you to measure your website’s Core Web Vitals. I will show you some of the tools and extensions that I’ve tested myself, but if you want to know more, you can check out Aleyda’s tweet in which she shares some useful free tools to do it. Are you doing Speed & Core Web Vitals analysis? To prioritize actions w/ clients I've found useful to do competitive speed & CWV analysis to show its importance and impact vs. other player for meaningful queries! Here's a thread about how to do it w/ free tools ⚡️🛠 … pic.twitter.com/PwuZTEbrSv — Aleyda Solis 🕊️ (@aleyda) December 11, 2020 Core SERP Vitals Core SERP Vitals‘ extension is a little bit more complex to set up than the previous one but nothing to worry about. After installing it, you’ll be taken to the Settings Page, in which you’ll need to obtain and enter a Chrome UX Report API Key and choose the device for which the metric data will be shown. After it’s installed and configured, you can do a normal Google search (like one of your website’s most important keywords), and you will see the score of each metric in the SERP results. However, this extension won’t show results for every page but only for pages with existing data in the…

e commerce cms migration case study

E-commerce CMS Web Migration Case Study

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Over the last years, I’ve worked with clients in need of an SEO consultant for their web migrations. Usually, these were a change of URL structure or a change from HTTP to HTTPS. I was contacted by the owner of a small business in the beauty industry asking if I can help them with their CMS migration. The client arranged a call with, the development and design agencies he was working with. The web migration was just about to start and was due to happen in 2 days. Taking into consideration that this was a fairly complicated web migration for an e-commerce site moving from Shopify to Woocommerce it’s almost impossible to do all the SEO planning in 2 days. In this post, I’m going to detail the outcome of this web migration as well as the challenges faced during the process. [TOC] Planning the Web Migration During the first call with the client and the two other agencies working on this project, I asked if the web migration could be delayed a couple of weeks since 2 days is not enough time for me (or any other SEO!) to do all the required SEO planning. After 1 hour of negotiations, the client accepted to delay the web migration 3 days more. Now I had 5 days to assess the SEO impact and plan the redirects implementations ASAP. First, I crawled the website with Sitebulb and found several duplicated product pages (something to be expected when working with Shopify sites). There were product pages for each category: “/product-category-x/product-y”, and finally the “original” product URL: “/products/product-x”. The site had a discounts page that listed the products that currently have a discount. These products had also a duplicated URL that looked like this: “/collections/discounts/product-category-x/product-x”. Similarly, the featured products that appeared on the home page had a URL that looked like this: “/collections/homepage/product-category-x/product-x”. I also found that the about and contact pages had a URL that used “/pages/” as a prefix. For example, “/pages/about-us”, instead of being just “/about-us”. This is not the way I would recommend structuring the site, every product page should be unique and be “inside” its product category, and the normal pages don’t need to have the “/pages/” added as a prefix. So far, the URL structure was the main issue to fix on the new site. The duplicate titles and H1s should be fixed when we eliminate those duplicated product pages. I also found several page speed issues, mainly because the product images were over 1MB. This became worse on pages that needed to load 2 or more product images. Before Launching the Migration The URL structure I recommended to the development agency is the following: For product pages: “/products/product-category/product-x” For category pages: “/products/product-category” For normal pages: “/page-name” Of course, the main shop page with all the products would be “/products”. The development agency and I agreed that the category pages created by WordPress are not so useful and somewhat hard to customize. Instead of trying to customize the default product category pages, they created new pages for each category so they could customize them with Elementor. The category pages created by WordPress, as well as the product tag pages, were noindexed. While the product category pages were being created, the design agency was optimizing the existing product images. Since the old product images weighed more than 100KB, the new product images weigh on average 35KB. I used Sitebulb’s URL explorer to export all the URLs to Google Sheets and started to map the redirections that needed to be implemented. Since the new website was going to be hosted in WordPress, I asked the development agency to install the Redirection plugin because implementing every single redirection on the .htaccess file was impossible due to the high amount of redirects. The Google Sheets file looked like this: This will then be exported as a .csv file that could be easily imported to the Redirections plugin and have the redirects implemented in a few seconds. Normally, I would use Google Analytics and Search Console data during the Sitebulb crawl so I can identify the pages that were bringing the most organic traffic, the ones that have high impressions and CTR, etc, to identify which pages were going to be kept or eliminated. This step was avoided because the client created the website in Shopify 3 months ago, no Google Analytics was installed and no SEO efforts were made at the time. I asked the development agency for the URL of the testing environment so I could validate that the redirects were working correctly and fix anything that was wrong before launching the new site. Unfortunately, the development agency was using a local server on their computer so it was impossible for me to crawl it and test the redirects behaviour, the new URL structure, missing pages, broken internal links, etc. Launching the migration We all agreed to launch the new site on Saturday because the client said that it was the day in which the traffic to the site was lower. While the development agency was moving the domain to their server and installing WordPress to move the new site, I was waiting for confirmation on the live site so I could run a Sitebulb crawl and find any issues that needed to be fixed. Once the site was live I only found a few broken internal links from the navigation menu and a few pages missing meta descriptions. I used the HEADMasterSEO tool to validate the redirects, I only needed to upload a .txt file with all the URLs that were going to be redirected and another .txt file with the rules of the redirect. For example: /from-url-1 /to-url-2. Once you upload these files to the tool, it starts to validate if the URLs in the first file are present in any redirect rule of the second file and validates that they redirect to the specified URL. The first column indicates PASS or FAIL according to the URL…

seo strategies for small businesses

10 Smart SEO Strategies for Small Businesses

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A limited marketing budget is something SMBs have to struggle with. They need to use profitable and effective strategies. SEO is a long-term marketing strategy that they could be investing in. Luckily, there are effective strategies that will improve your business’s search visibility. Let’s get started with these SEO strategies for small businesses. [joli-toc] 1. Focus on Long-Tail Keywords Long-tail keywords have low search volume but with focused search intent. You may be asking yourself, “but Carlos, if they are not popular keywords, why should I focus on them?” This is a question I’ve been asked very often, and the answer is that most Google searches are long-tail keywords. Very popular keywords tend to be very specific keywords with unclear search intent. For example, the keyword “hamburger”. What is the search intent? Maybe the users want to search for restaurants, a recipe, a list of different types of hamburgers, etc. This is not an issue with these long-tail keywords: “hamburgers in west Ottawa”, or “how do you make hamburgers juicy”. They both have two different search intents, and it is impossible to know with the generic search “hamburger”. Let’s add some data to this answer. An Ahrefs analysis showed that 92.43% of them get 10 searches per month or less! As a small business, you need to find ways to connect with your customers. Long-tail queries are great for identifying what your audience is specifically searching for. With great content and very little link building, you can rank #1 for these keywords that will drive you qualified leads and customers. 2. Understand the Importance of Technical SEO Your website’s technical structure can have a huge impact on its performance. As a small business, you have a great advantage compared to other big brands in your industry: you can implement and fix things much more quickly. Whenever there is a technical SEO problem like broken URLs, chains of redirects, broken internal links, etc., big brands cannot fix the issue immediately. They need to contact the development team, informing them of the detected issue, and the lead developer adds it to his team’s to-do list. If they don’t have a monitoring tool for this kind of issue, they won’t notice immediately and will likely discover it during a scheduled crawl. Small businesses can identify these issues with a quick Screaming Frog crawling and know exactly which URLs are having problems. They can then fix the issue themselves or contact the person in charge of the website, asking them to fix the issue. You must monitor changes to your robots.txt and sitemap that could cause crawlability and indexability issues and check for broken internal and external links, URLs with redirect chains, website speed issues, etc. 3. Enhance Your Local SEO with Google My Business If you are a restaurant, a dental clinic or a gym, you may want to create a new or claim an existing Google My Business listing to enhance your Local SEO presence. By creating an optimized Google My Business listing, your business has the chance to appear on the Google Local Search results that are shown in queries with local intent, as you can see in the screenshot below: 4. Create a logical web structure Both search engines and users appreciate a website that has a clear web structure. Users can find the information they need more easily. For example, in a small e-commerce site that sells smartphones, you may want to search first by brand and not by model. Imagine you are searching for your new smartphone, but you want to change from an Android-based device to an iOS-based device, so you start by entering the Apple category and then choosing the models that best suit your needs. This is better than first entering the iPhone X category page and not comparing prices with models like iPhone 11 or iPhone 8. As you can see, it is easier to understand when the web structure is “store/apple/iphone-x/” than “store/iphone-x/apple/”. Your web structure should be based on a logical content organization. Make sure to organize your web structure correctly and avoid having pages within sections that are not relevant. Take a look at this crawl map generated with Sitebulb as an example of a well-organized web structure. 5. Have a Mobile-Friendly Website Since Google started migrating websites to their Mobile-First Indexing, companies have invested in having a responsive website to be prepared for this new crawling and indexing approach. With Mobile-First Indexing, Google predominantly uses your website’s mobile version for indexing and ranking. If you created your website after July 1, 2019, mobile-first indexing is already enabled for it. Google has slowly started to migrate older websites to mobile-first indexing, giving those businesses time to deal with potential issues resulting in loss of organic rankings. You can use Google’s Mobile-Friendly Test to validate if your website is mobile-friendly. 6. Focus on Creating TOFU Content One of the main problems small businesses face is getting new clients. It is crucial to understand the AIDA model, which has 4 steps: Awareness, Interest, Desire, and Action. You need to understand your potential clients’ problems regarding your product to create content that will answer those questions. For example, let’s say you are a business that sells computers. When someone wants to buy a computer, they need to do some previous research like the best computer for students, designers, video editing, etc. By knowing this, you now have to create guides that will help your user to find a solution to this first question. This content will need to be reachable to them either on the search results or social media. This first step will let your potential client know that you understand them and answer the questions they have regarding your product. After the user answers its question, they’ll want to know more about your products and what you have to offer. The best way to do this is by letting them know what you do and what makes your business different than…

habilidades requeridas para especialistas seo

Habilidades requeridas para especialistas SEO | Semrush

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SEMrush analizó cerca de 250 empleos de SEO en Indeed e InfoJobs, los dos sitios web más poderosos para la búsqueda de trabajo. Analizaron ofertas de trabajo en España, Argentina y México para descubrir cuáles son los requisitos que los empleadores quieren ver en sus candidatos ideales. Tuve la oportunidad de poder compartir mi opinión sobre el tema en este estudio. Ver el estudio de SEMrush

estrategias y tacticas seo para pequeñas empresas

Estrategias y tácticas SEO para pequeñas empresas | The eMag

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The eMag se ha migrado al blog de The eShow y la gran mayoría de sus artículos ya no están presentes. Sin embargo, puedes leer el artículo original aquí en mi blog. El presupuesto de marketing de las pymes está muy limitado y siempre están en busca de estrategias rentables y económicas para crecer su empresa. El SEO debe ser fundamental en cualquier empresa, pero por su complejidad no se le da mucha importancia. El SEO no es como el PPC (pago por clic), es una estrategia a largo plazo donde el tiempo de obtención de resultados es mayor. Existen muchos desafíos, pero puedes convertirlos en ventajas con SEO. A continuación, te enseñaré 3 estrategias para que obtengas los mejores resultados SEO posibles. [TOC] Tener un sitio optimizado Realiza una auditoria para identificar problemas técnicos en tu sitio web como velocidad de carga, uso de recursos, arquitectura web incorrecta o confusa, etc. Es importante contar con un CMS (Content Management System) flexible que tenga configuraciones de indexabilidad y rastreo, optimización de contenido y demás actividades SEO. También debe ser adaptable a dispositivos móviles porque para las PyMEs, la mayoría de exposición de marca se da en las SERPs (Search Engine Results Pages). Los CMS de código libre u open-source como WordPress, tienen una buena base SEO, aunque de todos modos debas realizar verificaciones de enlazado interno e indexación con programas como Screaming Frog. Con Screaming Frog, gratuito hasta 500 URLs, puedes identificar páginas internas con errores de servidor, errores 404 o redirecciones temporales y permanentes. Aprovecha el tamaño de tu empresa La comunicación presente en las PyMEs es muy efectiva y te permitirá ejecutar fácilmente una estrategia SEO establecida. Empieza realizando un estudio de palabras clave y competencia, identifica su rendimiento, tipo de contenido y términos con los que se están posicionando. Herramientas como KWFinder generan ideas de términos y muestran su volumen de búsqueda y palabras clave relacionadas. Considera el mapa de experiencia del cliente en las etapas informacionales y transaccionales creando contenido para cada una de ellas. Si tienes presencia en todas las fases de su proceso de compra logras posicionarte a nivel de empresa dentro de la vida del usuario. Prioriza áreas de tu sitio web y formatos de contenido en base a la importancia que tienen en tu modelo de negocio. Es imposible obtener el primer lugar para términos muy genéricos y populares, es mejor empezar por términos long-tail que son menos competitivos y más específicos. Las PyMEs tienen una gran ventaja en la planeación y ejecución de las actividades necesarias para garantizar el éxito de la estrategia. Este enfoque de planeación y ejecución es muy difícil de gestionar en grandes empresas por las diversas áreas involucradas en el proceso. Considera que el contenido de tu sitio web debe mostrar autoridad y crear confianza en los usuarios, demuestra que te interesa ayudarlos. Optimiza y crea tu presencia local La ventaja de las PyMEs es que se enfocan en una audiencia presente en un lugar específico y es mucho más fácil tener una sólida presencia local. Crea tu perfil en Google Mi Negocio para poder aparecer en los resultados de Google Maps, aunque seas una empresa que no tiene dirección física. Facilita la difusión de tu contenido, existen infinidad de plugins en WordPress que agregan botones para que te sigan y compartan en distintas redes sociales. ¿Crees que es mucho trabajo? Sé que hablo de pequeñas empresas y la solución es automatizar algunos procesos. Herramientas como DeepCrawl u OnPage te permiten programar rastreos semanales, mensuales o diarios para que puedas analizar la optimización de tu sitio web. ¿Estas listo? Es hora de crear tu estrategia e implementarla para obtener los mejores resultados en los resultados de búsqueda.

como calcular el presupuesto de marketing digital

¿Cómo calcular el presupuesto de marketing digital?

Marketing DigitalLeave a comment

Tienes una empresa o quieres promocionar tu marca personal y decides adentrarte en el mundo del marketing digital pero no sabes cuánto presupuesto necesitas destinar. La clave para asignar el presupuesto está en la pregunta: ¿Cuánto quieres ganar? Suena muy sencillo pero no es fácil de determinar. Por eso, en este post aprenderás el proceso en el que podrás… [TOC] Calcular el presupuesto para marketing digital Este proceso es muy sencillo y al final del post encontrarás un enlace hacia una hoja de cálculo que hice para que rellenes los datos necesarios y automáticamente calculará el presupuesto necesario. ¿Cuánto te genera un cliente? Debes saber, en promedio, cuánto gasta un cliente durante toda su vida util. La respuesta más común es “depende”. Sé que para diversos negocios es complicado calcular cuantas veces puede llegar a comprar un cliente en tu empresa. Para fines de este artículo, vamos a ignorar el “depende” y vamos a usar métricas concretas. OJO: En este cálculo, debes considerar toda la vida útil del cliente, no solo la primera transacción. Si tu cliente gasta $200 pero sabes que normalmente vuelve varias veces a comprar, puedes decir que en promedio un cliente gasta $500 en total. Esos $500 son tu CLTV (Customer Live Time Value) o valor del ciclo de vida del cliente. ¿Cuál es tu utilidad por cliente? Ya sabes que un cliente en tu empresa genera $500 en toda su vida útil. Esos $500 pero necesitamos saber la utilidad de los mismos. La manera de obtener la utilidad es restar todos los costos como costos de producción, envío, comisiones, etc. Es decir, un cliente te genera $500, – $100 de envío – $80 de producción – $20 personal = $300 Entonces por cada cliente ganas en promedio $300. Pero ese dinero no va directo a tu cartera, te falta considerar algo: ¿Cuál es tu presupuesto de marketing digital? Todavía te falta calcular el costo más importante: el costo de tus campañas de marketing digital. Antes de obtener el costo, debes establecer tu margen de utilidad. El margen de utilidad debe ir de acuerdo con el CLTV y la utilidad. Si tu CLTV son $500, tu podrías decir que quieres ganar un 50% Es decir, $250 por cliente. Pero si cada cliente te deja $300 sin costos de marketing y tu quieres ganar $250, te quedan $50 para invertir en tus campañas. Pero si escoges un margen del 30% ($150 por cliente), tomando en cuenta que por cliente tienes una ganancia de $300 sin costos de marketing, puedes gastar $150 en tus campañas. Puedes gastarte hasta $150 en conseguir clientes con campañas digitales aunque puede que al crearlas lo consigas en $80 o $100. Todo depende de qué tan buena sea tu campaña y tu producto. Lo interesante aquí es que con la ganancia de un cliente, puedes usar una parte para conseguir dos o más clientes usando marketing digital. Ahora es cuando te hago la pregunta del post: ¿Cuánto quieres ganar? Calcula tus métricas para tu negocio y establece tu ganancia con esta hoja de cálculo que cree para ti.

marketing scoop podcast semrush recap

Marketing Scoop Podcast: Top Digital Marketing Stories in 2018

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Did you miss the Marketing Scoop Podcast last December 12? Don’t worry, I made this blog post to summarize what was discussed on this podcast so you can read what each expert defended on this Digital Marketing Battle. Guests in this episode shared what they think was the number one digital marketing story in 2018. David Bain and Judith Lewis reveal the latest digital trends and technologies that impact your marketing strategy. Together with industry experts, they dove into SEO, advertising and content marketing to uncover the ultimate recipe for digital marketing success. The guests in this episode are: The European Search Personality of 2018, International SEO Consultant, Speaker & Author and Founder of Orainti – Aleyda Solis A writer on conversational AI and digital marketing, Senior Manager of Global Engagement at Microsoft – Purna Virji Passionate of unicorns, he sold his last company (Wordstream) for 150 million dollars and has turned his attention to Facebook Messenger Chatbots, Founder of MobileMonkey – Larry Kim Self-proclaimed search geek, US Search Personality of 2018, Editor of Search Engine Roundtable and News Editor at Search Engine Land – Barry Schwartz [joli-toc] #1 Digital Marketing Story of 2018 – Aleyda Aleyda thinks that the search impact of the mobile-first index was the most important change this year and picked it as her story of the year from an SEO perspective. Although there were many changes and updates in SEO like the Medic Update, mobile-first is a change in the way that Google works because mobile content is taken into consideration. Aleyda says that it hasn’t been as huge as everybody expected because they have done it in stages to avoid a negative impact on websites but it has impacted the way of doing audits, verifying rankings and overall SEO activities. We now should prioritize mobile crawling, mobile indexing, mobile relevance, mobile searches and search behaviour along with mobile rankings. The impact of the mobile-first indexing depends on the business, for example, in B2B where some industries have a low percentage of searches from mobile devices because of the business model or target market the impact is not as big. For most B2C and many B2B businesses, it will mean that the users accessing their website through mobile devices will be a priority in order to have an optimized mobile website. #1 Digital Marketing Story of 2018 – Larry Larry chose Cambridge Analytica to be his top story of 2018, the impact on Facebook was huge and caused some questioning in the safety of our data. Larry points out that the number of active users on Facebook in countries like Canada, Australia and the UK is in decline as well as the time spent on Facebook. As a result of the decline in usage and time spent, ad prices (pretty important for marketers) have doubled in the last 12 months making Facebook Ads extremely difficult. Facebook Analytics or the audience analytics capabilities for analyzing the performance of social campaigns have been totally neutered. These are all global issues impacting marketers and individuals but the biggest impact is actually that Facebook’s posture has been put on the defensive. In summary, Larry thinks the biggest marketing story of 2019 is the Facebook news armageddon and all the collateral damage that it has created for marketers and for the world in general. #1 Digital Marketing Story of 2018 – Purna Purna picked the launch of the Microsoft Audience Network because it covers all the way that search is maturing and they´re back with the AI dominance and growth in innovation. It was announced in May and it’s a product that’s been in pilot but what it’s doing is it’s allowing advertisers to really go from this whole “keyword dominated industry” to not thinking about the customers and intent. Now that it is powered by AI we can understand all of these different intent signals without any identifiable information. Signals like browsing history, preferred websites and even data points from LinkedIn profiles such as industry, job function and the company you work for. These things can be used to really target the person to reach them at the right time and the right place. #1 Digital Marketing Story of 2018 – Barry Barry thinks the other guests are all wrong. He argued to Larry that Facebook is a tiny player compared to Google in terms of reach people can get in general to their website. He also said that the mobile-first index was probably 2017 leaving into 2018 and it didn’t really have that much of an impact because people who were ready for it because of 2017 and all the things Google has said for the past 5-10 years around mobile they took action and also because mobile-first indexing didn’t fully roll out. The most important thing obviously it’s Google-related because Google is the most important thing out there for digital marketers. Thinking about voice assistance, Google assistant, voice search and Google slipping into zero results are crucial because they are everywhere even into your thermostats. Now, this is where the interesting part begins, Barry began determined to start a fight because that was what David wanted to see and now Aleyda started to express herself about voice search and zero results. Aleyda thinks that these changes are a predecessor of a conversational journey because Google said on their 20 year anniversary that at some point they want to predict the searches, to advise and recommend stuff with the assistant. However, she agrees with Barry that it is a good story and it is the first step of a bigger paradigm but what she didn’t like about it is that a lot of people thought that everything was going to go voice and voice will kill SEO. The searches for which Google, and any search engine, can realistically provide one answer or zero results without damaging the user experience are very limited and they can’t do this when trying to compare products or prices. Barry said that…

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Como sabes, el SEO se trata de maximizar la visibilidad orgánica de un sitio web mediante los resultados de búsqueda, sin embargo el hecho de hacer Google SEO es diferente a optimizar un sitio para otro buscador. Es muy raro que se priorice a Bing o Yahoo sobre Google ya que el 95% de los usuarios prefiere usar a Google como buscador. Dado que Google es el buscador más “complejo” por las diversas actualizaciones del algoritmo de Google, se tiende a lograr un buen posicionamiento en los demás buscadores. Una de las principales diferencias es que Google no toma mucho en cuenta las señales de redes sociales como un factor de posicionamiento mientras que Bing ha dicho públicamente que las considera como un factor de posicionamiento importante. Hay otros buscadores como en China (Baidu) en el que hay políticas muy estrictas para aparecer en sus resultados de búsqueda. Es necesario que tengas un dominio .cn con IP china para poder posicionar porque puedes estar muy optimizado pero si tu sitio no tiene un dominio chino, es imposible que aparezcas en los resultados. [TOC] Prácticas recomendadas para mejorar tu Google SEO En las auditorias SEO que he realizado es muy común que encuentre la etiqueta keywords en los sitios web ya sea por recomendación de la agencia o persona que les vendió un paquete SEO o por un artículo que se encontraron en Facebook. Hace años que Google dejó de usar la etiqueta keywords y aún hay empresas que priorizan sobre todo la generación de dicha etiqueta, tanto que me han llegado a preguntar cual es la mejor manera de automatizar las etiquetas keywords… Descripción relevante Muchas veces no se les da la importancia necesaria a la etiqueta de descripción que, aunque no es un factor de posicionamiento, puede influir bastante en el CTR de una página web pues es dónde podemos decirle al usuario de que trata dicha página. Crea un sitemap Aún hay muchos sitios web que no tienen ni un mapa del sitio en su pie de página y menos un archivo sitemap.xml, el mapa del sitio ayuda tanto a los buscadores como a los usuarios a saber qué páginas tenemos en nuestro sitio y que son importantes para nosotros. Personaliza el archivo robots.txt El archivo robots.txt que muchas veces encuentro es el típico archivo que se genera con la instalación de WordPress y son muy pocos los sitios que verdaderamente lo modifican. En sitios creados con CMS y sobre todo con WordPress es sumamente importante especificar qué areas del sitio no deben ser rastreadas por el robot de los buscadores. Primero el usuario, después el buscador Es un error el crear un sitio web pensando en cómo van a indexarlo los buscadores, esto genera que las páginas web tengan contenido “sobreoptimizado” con demasiadas palabras clave en el texto y que no agrega valor alguno a los usuarios del sitio. A final de cuentas es el usuario quien va a lograr la conversión en tu sitio web, no el buscador. Implementando estas 4 recomendaciones puedes mejorar así tu posicionamiento Google SEO y obtendrás mejores resultados en buscadores menos sofisticados como Bing o Yahoo logrando una mejor visibilidad en los 3 principales motores de búsqueda.