CBPO

Monthly Archives: October 2019

Daily Crunch: Facebook launches its News section

October 28, 2019 No Comments

The Daily Crunch is TechCrunch’s roundup of our biggest and most important stories. If you’d like to get this delivered to your inbox every day at around 9am Pacific, you can subscribe here.

1. Facebook starts testing News, its new section for journalism

Facebook’s news section, which was previously reported to be imminent, is here: The company is rolling out Facebook News in a limited test in the U.S. as a home screen tab and bookmark in the main Facebook app.

Should publishers trust Facebook? Well, Josh Constine argues that none of them have learned the right lessons from the last 10 years.

2. Pixelbook Go review: a Chromebook in search of meaning

The Go is clearly Google’s attempt to lead the way for manufacturers looking to explore Chromebook life outside the classroom. It has some nice hardware perks, but it’s not the revolution or revelation ChromeOS needs.

3. SpaceX wants to land Starship on the Moon before 2022, then do cargo runs for 2024 human landing

SpaceX president and COO Gwynne Shotwell shed a little more light on her company’s current thinking with regards to the mission timelines for its forthcoming Starship spacefaring vehicle.

4. After its first earnings miss in two years, Amazon shares get walloped in after-hours trading

Amazon shares fell by nearly 7% in after-hours trading on Thursday after the company reported its first earnings miss in two years.

5. Lawmakers ask US intelligence chief to investigate if TikTok is a national security threat

In a letter by Sens. Charles Schumer (D-NY) and Tom Cotton (R-AR), the lawmakers asked the acting director of national intelligence Joseph Maguire if the app maker could be compelled to turn Americans’ data over to Chinese authorities.

6. The SaaS gold rush will become the ‘Hunger Games’

Enterprise software investor Rory O’Driscoll says that while the cloud is obviously here to stay, the next five years in cloud investing will neither be the same nor as easy as the last 10. (Extra Crunch membership required.)

7. Learn how to raise your first euros at TechCrunch Disrupt Berlin

Startup funding experts — including Forward Partners managing partner Nic Brisbourne, Target Global partner Malin Holmberg and DocSend co-founder and chief executive officer Russ Heddleston — will sit down together on the Extra Crunch Stage at TechCrunch Disrupt Berlin.


Social – TechCrunch


Here’s what the Pixel 4’s radar chip looks like

October 28, 2019 No Comments

I’ve been tearing my gadgets apart for as long as I can remember. Consoles, phones, printers, whatever — I’ve always needed to see what makes it all work. Sometimes they even work when I put them back together.

As soon as Google announced that the new Pixel 4 had friggin’ radar built-in for detecting hand gestures, I needed to see under the hood. While I haven’t picked up a Pixel 4 yet, our friends over at iFixit busted out the heat guns and did what they do best, tearing the Pixel 4 XL down to parts and uncovering the Project Soli radar chip along the way.

iFixit 2

Image Source: iFixit

That board you’re looking at contains a good amount of stuff beyond the Soli chip — it’s also where you’ll find the earpiece speaker and the ambient light sensor, for example. The Soli chip seems to be that little greenish box in the upper-right area.

Alas, there’s… not a ton to learn just from looking at it. Google has spent the last few years working on this, and they’ve ended up with something that’s honestly a bit wild. With no moving parts, and without line of sight, these chips are able to do things like detect when people are near the device (and how many), whether they’re standing or sitting, how they’re moving their hands and more. As iFixit so succinctly puts it, “TL;DR: magic rectangle knows your every move.”

For anyone looking to tear apart the Pixel 4 XL themselves, be it to make repairs or just out of curiosity, make sure you know what you’re getting into. iFixit gives the device a relatively paltry 4 out of 10 on its repairability score, citing easily breakable pull tabs and particularly strong adhesives as obstacles along the way. You can find their full teardown here.

iFixit

Image Source: iFixit

Mobile – TechCrunch


Podcast Advertising: 4 Platforms You Need To Know

October 26, 2019 No Comments

We’re introducing 4 podcast platforms that you need to know. These brief intros will help you get familiar with the perks and challenges of each.

Read more at PPCHero.com
PPC Hero


Creating SEO-friendly how-to content

October 26, 2019 No Comments

People are constantly craving useful information. Once you show them that you have a lot more to share through something like “how-to” content pages, you will be rewarded by sharing it with others and establish your company’s credibility.

Creating SEO-friendly how-to content is a good way to catch your audience’s attention, fuel SEO, foster deeper levels of engagement, and take on the customer journey from brand awareness to sales.

To understand how important how-to content is to your overall content creation game, let’s take a look at some interesting stats:

  • According to Think With Google, “how-to” videos get the most attention of any content type on YouTube, even more than video games and music clips.
  • Google has reported that “how-to” searches have increased by more than 140% over the last 13 years. 
  • The graphs from LawRank reveal more and more how-to searches on Google and YouTube.

So, how-to blog posts and articles become some of the most sought after and linked to content online. Even if you know the benefits of this content category, getting it right can be challenging. With these valuable tips given below, you’ll create SEO-friendly how-to content that strikes the target every time.

1. Perform some research

Before creating your how-to content, you need to do some research that allows you to find the right topics and lead you in the right direction. As it takes a lot of strategic work, planning and time, you can start by using content research tools like BuzzsumoAhrefs, and the others. Many of these tools provide insight into topic ideas that are trending in your niche. 


You can start with a little more interactive research. Using polls and quizzes is a great practice to raise audience engagement by asking for the type of how-to content they’re searching, find out weak points that your target audience has, and support your content with these unique insights. The tools like SurveyAnyplace or Survey Monkey help you engage people and get some insights in return.

When doing some research, check out the most popular communities and forums like Quora, Reddit, Yahoo Answers, and others. You can follow a specific category and regularly track the most trending how-to content people are interested in at present. You can also use these communities as an additional benefit to build meaningful relationships and establish yourself as an authority in your industry.

Where SEO and content converge, you need to do keyword research. Start your how-to content generation by understanding and finding your keyword phrases that your potential customers look for. That’s where keyword research tools come into play. 

I recommend using SE Ranking’s Keyword Suggestion Tool to detect the most relevant keyword variations people are using across the web. The main advantage is that the tool has a particular algorithm that finds the best keywords for your niche, including traffic costs, monthly search volume, KEI, and other parameters. 

Finally, keep track of your competitors’ how-to content, and check out which content they are creating and which one has the highest engagement. Use their best experiences and improve your how-to content.

2. Use “how-to” structured data

Google has recently added the opportunity to properly mark up how-to content that lets you appear in rich results on Search and Google Assistant. Using HowTo structured data can distinctly tell Google that your content is related to a how-to and reaches the right users. 

The best thing about implementing HowTo structured data is the ability to get users through a gang of steps to finish a task successfully. Moreover, you can also feature text, images, and video. If you want to focus on the how-to on the page, HowTo structured data can help you add value to your content.

Here’s how it looks like in the search: 

To find out more about adding the markup to web pages that have step-by-step directions on, you can visit the developer docs for Google Search and a “how-to” action with markup for Google Assistant. Notice that you don’t need to create a separate web page to implement this structured data. You can do it without a page. 

Once Google marks up your page, you can visit a new enhancement report in the Search Console to track all issues, warnings, and errors related to your how-to pages.

3. Optimize your content for SEO

Any content needs SEO to stand out from the rest on the internet these days. Today marketers try to create less content for search engines, but more for people consuming them. But it isn’t possible to remove the SEO element completely. The effective content marketing strategy means focusing on keyword and user intent research.

Once you figure out what search queries your target audience is using and what sort of content they are searching for, you can develop a good content strategy that can solve their issues and keep them moving through your funnel. Taking into account this approach makes your content more informative and engaging – everything that search engines love today.

When you focus on content that appeals to your audiences, ensure to bring back to SEO naturally.

For example, you can use top-performing keywords like “how-to” or “how do I”. Including keyword phrases in a natural way and using the way your audience is asking for help can give you a double advantage.

What concerns word count, long content tends to rank better in organic search results, because it is detailed and meets the needs of your readers. According tBuffer1 600 words is considered as the ideal length of a blog post. Just try to create content that answers people’s questions at once, considers pain points, and fulfills the promises to your readers. To stir them into action, you can include an enticing call to action to show them to move off what they want.

4. Visualize your content

Sometimes people can stop reading your how-to content because it has a straight text. To liven up your dry content and make readers more engaging, including more visual appeal into your content can better explain the process and attract the reader’s attention. 

Visualizing your content is a great way to create a great user experience and shareable assets. That helps provide users with a clear idea to complete the process you’re explaining. Experiment with different types of visuals until you find the right combination for you.

Screenshots and graphics are effective for different guides and tutorials that give detailed steps for particular operations: where to click or what a spreadsheet should like. Infographics are great for breaking up your text into blocks to help users share a section that resonates with them. 

Whiteboard videos can be successful since they can easily break down large complex problems. For example, Lavent Law gives instructions on what to do after a car accident in a video format by creating a separate web page. You can find more examples here

5. Check the analytics

Once you’ve posted your how-to blog posts and articles, you need to go back in a few weeks and look at the analytics. You can easily find out whether your content is getting enough traffic, how long visitors stay on the page, where they go after reading your content, and what paths they are taking. 

All of this will help you get a glimpse at your success and improve your how-to content to better direct visitors to the page. To get advanced web analytics, you can use Finteza for tracking the activities you are interested in. 

The tool provides in-depth audience analysis from different perspectives, builds conversions funnels across all pages, and detects weak page zones. You can also set any conversion goals based on visited pages or events.

Final word 

Fortunately, there’s a lot of how-to content on the web, but it doesn’t mean that all of it is informative and engaging. Let’s imagine how much time we could save if illustrated, detailed, and useful how-to content had been available. Why not be the guide your visitors search for? Now you have everything to create SEO-friendly how-to pieces of content.

Irina Weber is Brand Manager at SE Ranking. She can be found on Twitter @irinaweber048.

The post Creating SEO-friendly how-to content appeared first on Search Engine Watch.

Search Engine Watch


Mark Zuckerberg makes the case for Facebook News

October 26, 2019 No Comments

While Facebook CEO Mark Zuckerberg seemed cheerful and even jokey when he took the stage today in front of journalists and media executives (at one point, he described the event as “by far the best thing” he’d done this week), he acknowledged that there are reasons for the news industry to be skeptical.

Facebook, after all, has been one of the main forces creating a difficult economic reality for the industry over the past decade. And there are plenty of people (including our own Josh Constine) who think it would be foolish for publishers to trust the company again.

For one thing, there’s the question of how Facebook’s algorithm prioritizes different types of content, and how changes to the algorithm can be enormously damaging to publishers.

“We can do a better job of working with partners to have more transparency and also lead time about what we see in the pipeline,” Zuckerberg said, adding, “I think stability is a big theme.” So Facebook might be trying something out as an “experiment,” but “if it kind of just causes a spike, it can be hard for your business to plan for that.”

At the same time, Zuckerberg argued that Facebook’s algorithms are “one of the least understood things about what we do.” Specifically, he noted that many people accuse the company of simply optimizing the feed to keep users on the service for as long as possible.

“That’s actually not true,” he said. “For many years now, I’ve prohibited any of our feed teams … from optimizing the systems to encourage the maximum amount of time to be spent. We actually optimize the system for facilitating as many meaningful interactions as possible.”

For example, he said that when Facebook changed the algorithm to prioritize friends and family content over other types of content (like news), it effectively eliminated 50 million hours of viral video viewing each day. After the company reported its subsequent earnings, Facebook had the biggest drop in market capitalization in U.S. history.

Zuckerberg was onstage in New York with News Corp CEO Robert Thomson to discuss the launch of Facebook News, a new tab within the larger Facebook product that’s focused entirely on news. Thomson began the conversation with a simple question: “What took you so long?”

The Facebook CEO took this in stride, responding that the question was “one of the nicest things he could have said — that actually means he thinks we did something good.”

Zuckerberg went on to suggest that the company has had a long interest in supporting journalism (“I just think that every internet platform has a responsibility to try to fund and form partnerships to help news”), but that its efforts were initially focused on the News Feed, where the “fundamental architecture” made it hard to find much room for news stories — particularly when most users are more interested in that content from friends and family.

So Facebook News could serve as a more natural home for this news (to be clear, the company says news content will continue to appear in the main feed as well). Zuckerberg also said that since past experiments have created such “thrash in the ecosystem,” Facebook wanted to make sure it got this right before launching it.

In particular, he said the company needed to show that tabs within Facebook, like Facebook Marketplace and Facebook Watch, could attract a meaningful audience. Zuckerberg acknowledged that the majority of Facebook users aren’t interested in these other tabs, but when you’ve got such an enormous user base, even a small percentage can be meaningful.

“I think we can probably get to maybe 20 or 30 million people [visiting Facebook News] over a few years,” he said. “That by itself would be very meaningful.”

Facebook is also paying some of the publishers who are participating in Facebook News. Zuckerberg described this as “the first time we’re forming long-term, stable relationships and partnerships with a lot of publishers.”

Several journalists asked for more details about how Facebook decided which publishers to pay, and how much to pay them. Zuckerberg said it’s based on a number of factors, like ensuring a wide range of content in Facebook News, including from publishers who hadn’t been publishing much on the site previously. The company also had to compensate publishers who are taking some of their content out from behind their paywalls.

“This is not an exact formula — maybe we’ll get to that over time — but it’s all within a band,” he said.

Zuckerberg was also asked about how Facebook will deal with accuracy and quality, particularly given the recent controversy over its unwillingness to fact check political ads.

He sidestepped the political ads question, arguing that it’s unrelated to the day’s topics, then said, “This is a different kind of thing.” In other words, he argued that the company has much more leeway here to determine what is and isn’t included — both by requiring any participating publishers to abide by Facebook’s publisher guidelines, and by hiring a team of journalists to curate the headlines that show up in the Top Stories section.

“People have a different expectation in a space dedicated to high-quality news than they do in a space where the goal is to make sure everyone can have a voice and can share their opinion,” he said.

As for whether Facebook News will include negative stories about Facebook, Zuckerberg seemed delighted to learn that Bloomberg (mostly) doesn’t cover Bloomberg.

“I didn’t know that was a thing a person could do,” he joked. More seriously, he said, “For better or worse, we’re a prominent part of a lot of the news cycles. I don’t think it would be reasonable to try to have a news tab that didn’t cover the stuff that Facebook is doing. In order to make this a trusted source over time, they have to be covered objectively.”


Social – TechCrunch


GameClub offers mobile gaming’s greatest hits for $5 per month

October 26, 2019 No Comments

Apple Arcade introduced the idea of all-you-can-eat subscription-based mobile gaming to the mainstream. Google Play Pass soon followed as a way to subscribe to a sizable collection of both apps and games on Android devices. Today, a startup called GameClub is launching in the U.S. to offer an alternative. For $ 4.99 per month, mobile consumers will be able to access a library that includes some of the best games to have ever hit the App Store.

To be clear, GameClub is not a cloud gaming platform, like Google Stadia. It’s a way to subscribe to actual App Store games, similar to Arcade. In GameClub’s case, however, the focus is not on new releases but on quality games that already have proven track records and high ratings.

In fact, many GameClub games have made Apple’s own editorially selected “Game of the Year” lists in years past. And like the games offered on Apple Arcade, they don’t have ads or any in-app purchases.

LegendaryWars2

At launch, GameClub’s library includes more than 100 titles, with around half that available for play today. More titles will roll out on a weekly basis in the months ahead. Combined, the games have over 100 million collective downloads, the company says.

On GameClub, you’ll find games like: Super Crate Box, Hook Champ, Mage Gauntlet, Space Miner, Forget-Me-Not, MiniSquadron, Plunderland, Pocket RPG, Sword of Fargoal, Incoboto, Tales of the Adventure Company, Hook Worlds, Orc: Vengeance, Mr. Particle-Man, Legendary Wars, Deathbat, The Path to Luma, Grimm, Zombie Match, Faif, iBlast Moki 2, Kano, Baby Lava Bounce, Run Roo Run, Gears and many others.

It’s a selection that extends across gaming categories, like Action, Arcade, Puzzle, Adventure, Platformer, Retro, Role Playing, Simulation, Strategy and more.

To use the service, you first download the main GameClub app, which becomes the hub for your GameClub activities. You then sign up for the $ 4.99 per month subscription, which includes a 30-day free trial. Within the main app, you can browse the available titles as well as read editorial content like in-depth overviews and histories, get tips and learn about gaming strategies.

MiniSquadron2

The startup was founded last year by game industry vets Dan Sherman and Oliver Pedersen.

Sherman, GameClub CEO, has worked in the gaming industry for around 17 years, including time spent at EA and his own startup, Tilting Point. His experience has involved, predominantly, signing content partnerships with game creators. Pedersen, meanwhile, built backend systems and platforms for games, including at Yahoo Games.

Though GameClub is seemingly arriving after Apple Arcade’s debut, it actually began before that. The startup was founded in 2018, ahead of any Apple Arcade rumors. It went live on iOS outside the U.S. before Arcade launched.

HookWorlds2W

The founders say they were inspired to address the issues caused by the free-to-play model that has infiltrated the gaming industry. In addition, they had witnessed a decline in consumers’ willingness to purchase content upfront, which was impacting the industry.

“I was seeing all these amazing game developers leave mobile because the types of games they make are not the types of games that monetize through in-app purchases and ads,” Sherman tells TechCrunch. “The free-to-play model actually only works for a handful of genres,” he explains. “A lot of companies make a lot of money through a very small number of genres and game experiences — to the exclusion of a lot of other types of genres that GameClub is bringing back — action, adventures, arcade, tower defense — anything that can be completed.”

With free-to-play, games are built around perpetual retention loops. “And the freemium model comes out of the casino industry, not the premium game industry,” Sherman points out.

But because this is how games could make money, it led to homogeneity in the marketplace, he says.

SuperQuickHook1

GameClub aims to offer a subscription to the premium games that got left behind.

They are meant to be wholesome and fun, not overly addictive. They’re not designed to manipulate you into spending money. You simply pay your subscription fee every month to access the catalog, then play unencumbered.

Thanks to Apple Arcade and Google Play Pass, consumers are now comfortable with the idea of the subscription model for mobile games. And other services — like Spotify Netflix, and Xbox Game Pass, for example — have pushed the idea of subscription access to content across platforms and genres.

SleepingPrince1W

GameClub is different from Arcade, however, because it’s not funding the development of content upfront — at least, not yet. Instead, it’s forging agreements with largely indie developers to release their existing IP as a GameClub exclusive.

This may include bringing an older game into the 64-bit era — something GameClub handles on their behalf.

“Many of [the GameClub titles] have been gone for many years,” says Sherman. “It’s with our team, our technology and our developers that they’ve been brought back. And they’ve been brought back in a way that is 100% using the original code and the exact same design…but making them look and feel new, with higher resolution, Retina Display assets and by optimizing for the latest screen sizes and configurations,” he adds.

The company doesn’t discuss the business model for GameClub, but it’s not the same as Apple Arcade’s pay-upfront model.

BreachAndClear2W

What Sherman could say is that the more important the game is to the GameClub service, the more money the creator makes. Additionally, GameClub says it’s transparent with developers about its subscription revenue, so there’s no question about which games are earning or why.

The same can’t be said for Apple Arcade, which is a total black box to the point that consumers don’t know which Arcade games are most popular, developers can’t see how they’re doing compared with others and third-party measurement firms have no data.

Of course, there could be concerns that GameClub exists in a gray area, with regard to App Store policy. Those with longer memories may recall that Apple banned app-stores-within-a-store starting back in 2012. The company had kicked out apps that recommended other apps like AppHero, FreeAppADay, Daily App Dream, AppShopper and more. It also banned the more popular app recommendation service AppGratis the following year.

But Apple’s concern was that these apps were leveraging their power to manipulate App Store charts and rankings, often charging for that service. GameClub, on the other hand, plays fairly. Its service also benefits Apple, by offering subscription access to quality games that couldn’t thrive as free-to-play titles.

CursedTreasure2W

Longer-term, GameClub wants to produce its own original content and offer its service across platforms, starting with Google Play, but eventually tackling PC and console gaming.

The startup is headquartered in New York City, with offices in Copenhagen. In addition to the founders, it includes Eli Hodapp, the former editor-in-chief of the popular game news and review site TouchArcade, and COO Britt Myers, the former chief product officer of subscription-based edtech apps platform Homer.

With the close of a seed round last week, GameClub is backed by $ 4.6 million in funding.

Investors from a round that closed last year include GC VR Gaming Tracker Fund, CRCM Ventures, Watertower Ventures, Ride Ventures, BreakawayGrowth Fund and others. New investors include GFR Fund, Gramercy Fund, CentreGold Capital, and AET Fund.

GameClub is available on the App Store.

Mobile – TechCrunch


Stewart Butterfield says Microsoft sees Slack as existential threat

October 26, 2019 No Comments

In a wide ranging interview with The Wall Street Journal’s global technology editor Jason Dean yesterday, Slack CEO and co-founder Stewart Butterfield had some strong words regarding Microsoft, saying the software giant saw his company as an existential threat.

The interview took place at the WSJ Tech Live event. When Butterfield was asked about a chart Microsoft released in July during the Slack quiet period, which showed Microsoft Teams had 13 million daily active users compared to 12 million for Slack, Butterfield appeared taken aback by the chart.

Microsoft Teams chart

Chart: Microsoft

“The bigger point is that’s kind of crazy for Microsoft to do, especially during the quiet period. I had someone say it was unprecedented since the [Steve] Ballmer era. I think it’s more like unprecedented since the Gates’ 98-99 era. I think they feel like we’re an existential threat,” he told Dean.

It’s worth noting, that as Dean pointed out, you could flip that existential threat statement. Microsoft is a much bigger business with a trillion-dollar market cap versus Slack’s $ 12 billion. Microsoft reported $ 110 billion in revenue in 2018, while Slack had around $ 400 million. It also has the benefit of linking Microsoft Teams to Office 365 subscriptions, but Butterfield says the smaller company with the better idea has often won in the past.

For starters, Butterfield noted that of his biggest customers, more than two-thirds are actually using Slack and Office 365 in combination. “When we look at our top 50 biggest customers, 70% of them are not only Office 365 users, but they’re Office 365 users who use the integrations with Slack,” he said.

He went on to say that smaller companies have taken on giants before and won. As examples, he held up Microsoft itself, which in the 1980s was a young upstart taking on established players like IBM. In the late 1990s, Google prevailed as the primary search engine in spite of the fact that Microsoft controlled most of the operating system and browser market at the time. Google then tried to go after Facebook with its social tools, all of which have failed over the years. “And so the lesson we take from that is, often the small startup with real traction with customers has an advantage versus the large incumbent with multiple lines of business,” he said.

When asked by Dean if Microsoft, which ran afoul with the Justice Department in the late 1990s, should be the subject of more regulatory scrutiny for its bundling practices, Butterfield admitted he wasn’t a legal expert, but joked that it was “surprisingly unsportsmanlike conduct.” He added more seriously, “We see things like offering to pay companies to use Teams and that definitely leans on a lot of existing market power. Having said that, we have been asked many times, and maybe it’s something we should have looked at, but we haven’t taken any action.”


Enterprise – TechCrunch


Five factors that determine the overall page quality

October 26, 2019 No Comments

Google always ranks a web page after determining its overall quality. Page quality is a measure of the importance of a web page in the eyes of Google.

In order to determine the overall quality of a web page, Google hires real humans who are known as “Search Quality Raters“.

Page Quality rating or PQ is a grade given by Page Quality raters who have the responsibility of evaluating “how well a page achieves its purpose”.

Purpose of the content, author expertise, links, and brand citations all come into play while measuring the quality of a page.

In this article, I will discuss the top five factors that directly impact the overall quality of a web page. Let’s start!

1. Purpose of the page

The purpose of the page is the real reason behind the creation of the page.

A page can be created to serve a particular purpose or multiple purposes, make money or harm the user by inserting malicious code via cookies or download buttons.

The first thing that Google does is understanding the purpose of the page in response to the user search. Google applies semantic search to understand the meaning of the words behind the query and matches them with the purpose of the page.

Google presents the best answers to the user after accurately identifying the real intent of the searcher. The purpose of your page must match the real intent of the searcher.

Different sites have different purposes. Hence it is important to identify the real purpose of the page.

Some common purposes of a page

  • The homepage of a news website to share the news with the people.
  • The category page of a shopping portal to sell products to people.
  • A personal review site to inform users about the features, pros, and cons of the product.
  • A how-to page created to help users find the answers to a specific question.
  • A video created to educate people on how to draw a summer landscape.
  • Category page of a software website to allow people to download a particular software.

For example, this page of Best VPN Zone site might have a high PQ rating for the query “how to save money on internet safety” because it lists 55 ways that actually help the searcher to find different methods that helps them to save money on internet safety. Content is over 3000 words and it is divided into proper subheadings that improve the overall readability score of the page. (For tools that you can use to check the word count and readability levels of a web page, please see point three).

When creating a web page, you should keep in mind the actual intent of the user. Identify the main purpose of your page and ask yourself – Does it accurately serve the user intent? The answer should be “yes”.

A page should not be created solely to earn money by running ads or to harm the user. Such pages have the lowest PQ rating.

2. Amount of expertise, authoritativeness, and trustworthiness

Expertise, authoritativeness, and trustworthiness are collectively known as EAT in SEO. Pages that have strong EAT are rated highly by the search quality raters. Let’s understand what EAT means:

Expertise

Who is the creator of the content? (An article written by Danny Sullivan on SEO has more expertise when compared to an article written by any new author having a few years of experience).

Authoritativeness

How authoritative is the website where the content is published or how authoritative is the author? (An article published on science mission on the NASA website is far more authoritative when compared with an article published on a local science magazine such as this).

Trustworthiness

How trustworthy is the website where the content is published or how trustworthy is the author? (An article published by the Medical Association of Alabama is found to be more trustworthy when compared with the information in the personal blog of any random Alabama blogger).

EAT is an extremely important factor to evaluate the overall quality of a page. A page lacking EAT is considered to be of a low-quality and ranks poorly in the search results.

3. Main content quality and amount

The quality of the MC or main content is another major criteria in the calculation of the PQ rating. While determining the quality of MC, Google pays special focus on the following things:

  • There should be no spelling or grammatical errors.
  • Content should be clearly written and comprehensive (an interesting point to note here is that long-form content gets more backlinks when compared to shorter content and this is another reason why long-form content actually helps in rankings. This Backlinko study proves it.)
  • The information presented on the site should be factually correct.
  • The information should be presented well.
  • Content on a shopping website should allow users to find the products easily.
  • Any video or other features on the site like a calculator or game should be working properly.
  • EAT also applies here.

You can check the word count of a web page using a tool like Word Counter. Similarly, Grammarly can be used to check the content for any grammatical errors. Sophisticated tools like Readable give you a score for your content based on its readability levels.

A good example of a page having high-quality MC is this Wiki on Siberian Husky. The information is comprehensive, clearly written, accurate, has lots of images to make readers understand the various characteristics and every point is backed up by proper data. This makes this Wiki a page having very high-quality MC and no wonder it ranks on the first position in Google for its target keyword.

4. Clear and satisfying website information

Any website on the web should have clear information about who is responsible for the information contained on the website along with details like office address and other contact details.

Having all the contact details on your websites adds to a high degree of trust. For websites that are directly responsible for the health and well-being of a human, disclosing the details of the organization or the person behind the site is extremely necessary.

For shopping websites, adding a customer support number is important because it helps the users to resolve issues. Hence, contact information along with customer support numbers or live chats are a factor in the PQ rating of Google. Depending on the niche of your website, you must add all the information in it that will help your users.

5. Website reputation

Google also finds out the reputation of the website by analyzing the web about references from other experts regarding what they have written or said about a website.

Some ways how Google identifies a website’s reputation

  • Articles published in reputed news agencies about the website.
  • Awards and recognitions won by the business. For example, a website run by a culinary expert who has won the James Beard Foundation Award for culinary excellence would be trusted more by Google when compared to any random blog run by a blogger who hasn’t received any awards.
  • User ratings about an online store or business or about a particular product or service. Google considers a large number of positive reviews as evidence of a positive reputation.
  • For health-related queries, Google carefully considers both the website and the author’s reputation while evaluating the PQ ratings. For example for a query like “what is CBD”, this resource from CBD Central might achieve high PQ ratings because it has clear information about the author. Similarly, this resource from Medicine Net has all the claims are backed up by trustworthy references and might be rated highly by the raters.
  • Any other information about the website or the author of the article on any other website like Wikipedia, niche blogs, magazine articles, and forums.

You can check the reputation of a website using tools like the Moz (for checking Domain Authority), SEMrush (for checking the Trust Score), Ahrefs (for checking the Ahrefs Domain Rating) and Majestic SEO (for checking the Trust Flow). Each of these metrics is important to determine the reputation of a website.

Bonus

Here are some useful ways that you can use to build the reputation of your website.

Final thoughts

You can’t ignore the page quality if you want to rank your page(s) highly in the search results. The above five factors should be considered carefully and steps should be taken to optimize your pages in accordance with these.

Remember, PQ rating is given by real people so don’t think of applying any Black Hat tactics to fool them. Offer the best services to your customers and genuinely earn a positive reputation for your brand. Focus on the main content quality and the purpose of the page.

Last but not least, try to earn brand mentions and links from reputed media publications and nominate your business for prestigious awards in your business category.

Joydeep Bhattacharya is a digital marketing evangelist and author of the SEO Sandwitch blog.

The post Five factors that determine the overall page quality appeared first on Search Engine Watch.

Search Engine Watch


How to Forecast Spend Potential for Paid Social Campaigns [Free Tool]

October 25, 2019 No Comments

Ideating and building strategies is often much more fun than presenting your plan and being pressed by the question, “what am I going to get from this?” Today, we go through two approaches, including a free tool, to forecast spend and conversion potential for paid social campaigns.

Read more at PPCHero.com
PPC Hero


LinkedIn’s degree problem

October 24, 2019 No Comments

A couple of years ago, the co-founder and CEO of a blood-testing company was publicly taken to task for implying in articles and professional profiles that he has a PhD, when, in reality, he’d left a prestigious graduate group three years after enrolling, without a degree.

The CEO is hardly alone in intentionally or otherwise sowing confusion around his credentials, however. Over the years, we’ve mistakenly believed that a number of founders have obtained specific college degrees based on their LinkedIn bio, only to learn offline that they enrolled for some period of time in a particular program that they didn’t complete.

It happened most recently with the co-founder of a startup who one might surmise has a master’s degree from Harvard based on his LinkedIn profile, but does not. We also misunderstood the CEO of a robotics company to have a PhD based on her LinkedIn. It was our fault; it mentioned under the credit that she’d left to start a company. But anyone scanning the site might have come to the same wrong conclusion. (We pointed this out to her team, and mention of the PhD was deleted.)

In a higher-profile case, James Damore, the fired Google engineer who authored that infamous memo about the company’s diversity practices and whose LinkedIn page cited a PhD in systems biology, removed mention of the degree after Wired confirmed with Harvard that he was enrolled in the program but didn’t complete the doctorate.

Damore tried to defend his own LinkedIn profile, tweeting at the time, “I never told anyone I have a PhD. LinkedIn can’t distinguish between being in the PhD program and having a PhD (I forgot to update it).”

Though few on Twitter found him credible, he wasn’t mistaken on this front. In creating a profile on LinkedIn, the choices one is given are to a) list a completed degree and leave off anything partially completed, no matter how much time was invested in a program or how minuscule its acceptance rate or b) list an incomplete degree without a clear way of explaining that it’s no longer being pursued or whether it will ever be obtained.

Screen Shot 2019 10 23 at 4.43.53 PM

LinkedIn doesn’t view the issue as its fault. Asked whether LinkedIn members might be posting incomplete degrees because of the company’s user interface, a spokesperson emailed us today, writing that LinkedIn’s user agreement and “professional community policy” guidelines are “clear that members should provide factual information about themselves on LinkedIn.”

Added this person: “People should definitely add their education details to their LinkedIn profile. The education section includes ‘Start Year’ and ‘End Year (or expected)’ fields. If a member has a partial degree, we recommend they clearly state the status of their degree within the ‘Degree’ and/or ‘Description’ fields.”

Still, that “description” field isn’t easy to find. And why LinkedIn — which has more than 600 million users — hasn’t added fields for partially completed degrees is a bit of a mystery, particularly given that so many people drop out.

A cynic might note that LinkedIn makes a lot of its revenue off recruitment services. Before it was acquired by Microsoft, and the companies’ financials were consolidated, 65% of LinkedIn’s revenue came from recruitment services. And often the more distinguished the degree, the more people will pay to associate themselves with the ostensible degree holder. (LinkedIn itself strongly encourages loading up one’s profile with education-related details, saying these attract “11x” more profile views.)

Yet Jeffrey Pfeffer, a renowned professor at Stanford’s Graduate School of Business who has written extensively about organization theory, suggests that human nature is just as big a factor in the problem.

Asked if he has reason to think more students are listing incomplete degrees on LinkedIn, he points us to research published in 2001 by the payroll and benefits company ADP. What it shows is that of 2.6 million background checks that ADP performed that year, 44% of applicants were discovered to have lied about their work histories, 41% lied about their education and 23% falsified credentials or licenses.

“People lie about everything all the time,” says Pfeffer. “I’m not sure that it’s any worse now than it was 10 or 20 or 30 years ago.”

It’s something recruiters even anticipate, he says, recalling a conversation with a top executive from the search giant Heidrick & Struggles, who Pfeffer had interviewed for one of the many books he has authored. “He said to me, ‘So many people make up credentials that we no longer use fudged credentials as a reason to disqualify a candidate.’ He said recruiters will correct what they find wrong with someone’s resume. But he said if recruiters used exaggerated — even made-up — credentials as a reason to disqualify people, they would never have enough candidates.”

Indeed, while LinkedIn’s limited menu may give more cover to people, Pfeffer cautions not to assign the company too much blame. It’s a little like shooting the messenger, he suggests.

“Sure, LinkedIn could play some role. But they could change the way they operate tomorrow, and people would still find a way to make themselves look more accomplished than they are.”

Maybe so. Given its reach, we’d prefer to see some changes and find out.


Social – TechCrunch