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Monthly Archives: November 2019

Long tail keywords: Why they matter so much in content strategy

November 22, 2019 No Comments

If you work in digital marketing, you’ve probably heard the phrase “longtail keyword”. You might also know there’s some debate around what it actually means.

Many believe keywords that are longtail mean they have a lot of words in them. It’s the difference between “swimming pools” and “swimming pool installation in Boca Raton, FL”, the latter being considered the longtail. 

However, the length of the keyword isn’t necessarily what we’re referring to when we say “longtail”. In reality, long tail keywords just have to be extremely specific – it just so happens that longer keywords tend to also be more specific (hence the confusion around the definition).

But why do we care?

Because longtail keywords are so specific, fewer people tend to search for those particular keywords, which might deter some people from trying to rank for them, because they consider it a waste of time.

But, this is where the opportunity lies. Longtail keywords tend to not be as competitive because of their low volume, so if you’re able to create content that ranks for a variety of longtail keywords relevant to your business, the traffic you do get is much more qualified.

Take the pool example that was shared above. If someone is searching for “swimming pools”, we have no idea what it is they’re looking for. It’s so top-level that they could be looking for anything – The number of swimming pools in America? Nearby swimming pools? The cost of above-ground swimming pools? Who knows. What we do know is that they’re still in a very information-based part of their searching journey.

Now, if someone is searching, “swimming pool installation in Boca Raton, FL,” it certainly sounds like they’re looking for help installing a swimming pool. And if that’s a service you offer and you’re ranking for that keyword, chances are the searcher is going to see your website.

So, longtail keywords might not be searched often, but they’re also not as competitive to rank for, and people searching for those terms are usually much further down the funnel and more likely to convert.

Finding long tail keywords to rank for

Now that we know what longtail is it seems easy enough, but how do we find these terms? There’s not enough search volume to appear in the majority of keyword tools. And, if you’re working for a client you might not know all the ins and outs of the industry they’re in. 

This is where content creation becomes a mixture of art and science.

Look at places where your target audience spends time in order to research what they care about and how that matches your brand. I also recommend you explore the following for inspiration on what topics to cover:

  • Forums (like Reddit, Quora, and Yahoo Answers)
  • Comments on related news articles
  • Online courses (here’s a guide)
  • Google Autocomplete and related searches

No matter where you look, as yourself: What questions are my audience asking, and how can I answer them?

Implementing a long tail content strategy

You may want to target each longtail keyword with a unique page, but that probably isn’t the best way to go.

You could end up creating many thin articles targeting hyper-specific terms, which makes for a sprawling and ineffective content strategy.

Fortunately, a single page can rank for several termsMapping out various H2s and FAQs on the page is going to be all that you need to do to get a couple of similar topical terms on one page. 

So, take a look at all of the longtail keyword ideas you came up with, and see which ones are similar enough to be nested under a slightly broader post. 

Getting long tail strategy buy-in from your organization

Admittedly, it’s not as “sexy” to rank for something like “swimming pool installation in Boca Raton, FL” than it is to rank for the general and very common term “swimming pools.”

Sometimes management or clients get fixated on ranking for those top-level terms because it feels like a win, but remind them about this stat from Ahrefs – 60.67% of all “search demand” is created by 0.16% of the most popular keywords.

Ahref stat showing long tail keywords search demand curve in numbers

Source: Ahrefs

So, nearly 40% of that search demand is generated by the other 99%+ longtail queries. 

Ranking for longtail keywords means you’re reaching your target audience when they’re nearly ready to buy, and if you can illustrate that, suddenly it becomes a proposal that’s difficult to halt. 

Domenica is a Brand Relationship Manager at Fractl. She can be found on Twitter @atdomenica.

The post Long tail keywords: Why they matter so much in content strategy appeared first on Search Engine Watch.

Search Engine Watch


VTEX, an e-commerce platform used by Walmart, raises $140M led by SoftBank’s LatAm fund

November 22, 2019 No Comments

E-commerce now accounts for 14% of all retail sales, and its growth has led to a rise in the fortunes of startups that build tools to enable businesses to sell online. In the latest development, a company called VTEX — which originally got its start in Latin America helping companies like Walmart expand their business to new markets with an end-to-end e-commerce service covering things like order and inventory management; front-end customer experience and customer service — has raised $ 140 million in funding, money that it will be using to continue taking its business deeper into more international markets.

The investment is being led by SoftBank, specifically via its Latin American fund, with participation also from Gávea Investimentos and Constellation Asset Management. Previous investors include Riverwood and Naspers, and Riverwood continues to be a backer, too, the company said.

Mariano Gomide, the CEO who co-founded VTEX with Geraldo Thomaz, said the valuation is not being disclosed, but he confirmed that the founders and founding team continue to hold more than 50% of the company. In addition to Walmart, VTEX customers include Levi’s, Sony, L’Oréal and Motorola . Annually, it processes some $ 2.4 billion in gross merchandise value across some 2,500 stores, growing 43% per year in the last five years.

VTEX is in that category of tech businesses that has been around for some time — it was founded in 1999 — but has largely been able to operate and grow off its own balance sheet. Before now, it had raised less than $ 13 million, according to PitchBook data.

This is one of the big rounds to come out of the relatively new SoftBank Innovation Fund, an effort dedicated to investing in tech companies focused on Latin America. The fund was announced earlier this year at $ 2 billion and has since expanded to $ 5 billion. Other Latin American companies that SoftBank has backed include online delivery business Rappi, lending platform Creditas, and proptech startup QuintoAndar.

The common theme among many SoftBank investments is a focus on e-commerce in its many forms (whether that’s transactions for loans or to get a pizza delivered) and VTEX is positioned as a platform player that enables a lot of that to happen in the wider marketplace, providing not just the tools to build a front end, but to manage the inventory, ordering and customer relations at the back end.

“VTEX has three attributes that we believe will fuel the company’s success: a strong team culture, a best-in-class product and entrepreneurs with profitability mindset,” said Paulo Passoni, managing investment partner at SoftBank’s Latin America fund, in a statement. “Brands and retailers want reliability and the ability to test their own innovations. VTEX offers both, filling a gap in the market. With VTEX, companies get access to a proven, cloud-native platform with the flexibility to test add-ons in the same data layer.”

Although VTEX has been expanding into markets like the US (where it acquired UniteU earlier this year), the company still makes some 80% of its revenues annually in Latin America, Gomide said in an interview.

There, it has been a key partner to retailers and brands interested in expanding into the region, providing integrations to localise storefronts, a platform to help brands manage customer and marketplace relations, and analytics, competing against the likes of SAP, Oracle, Adobe, and Salesforce (but not, he said in answer to my question, Commercetools, which builds Shopify -style API tools for mid- and large-sized enterprises and itself raised $ 145 million last month).

E-commerce, as we’ve pointed out before, is a business of economies of scale. Case in point, while VTEX processes some $ 2.5 billion in transactions annually, it makes a relative small return on that: $ 69 million, to be exact. This, plus the benefit of analytics on a wider set of big data (another economy of scale play), are two of the big reasons why VTEX is now doubling down on growth in newer markets like Europe and North America. The company now has 122 integrations with localised payment methods.

“At the end of the day, e-commerce software is a combination of knowledge. If you don’t have access to thousands of global cases you can’t imbue the software with knowledge,” Gomide said. “Companies that have been focused on one specific region and now realising that trade is a global thing. China has proven that, so a lot of companies are now coming to us because their existing providers of e-commerce tools can’t ‘do international.’” There are very few companies that can serve that global approach and that is why we are betting on being a global commerce platform, not just one focused on Latin America.”


Startups – TechCrunch


The Definitive Search Campaign QA Checklist

November 21, 2019 No Comments

Make sure your search campaigns are set up properly every time using this definitive search campaign quality assurance checklist.

Read more at PPCHero.com
PPC Hero


Going international: How to make your WordPress site globally friendly

November 21, 2019 No Comments

International expansion is an expected ambition for progressive WordPress sites and ones of similar likes. The online nature of this global reach means that the uncertainties, legal dangers, and cultural hazards are minimized. The world is at your fingertips, and the costs in reaching it successfully are minimal.

The rationale for reaching out to a new audience, readership, viewership or listenership, maybe one of opportunity, exciting new prospects, high growth potential, or to escape a domestic audience that has become too saturated or competitive.

With only some limitations, the internet is a global phenomenon that effectively ties us all together with invisible strings. Send a Tweet from Prague and reply to it in Illinois. Publish an eBook in Seattle and share it with your friends in Beirut. There are practically no boundaries when it comes to sharing content online.

When it comes to your WordPress website, the one you’ve dedicated time, money and energy building, I expect that you will want it to possess the maximum global reach possible. This doesn’t just happen by chance and requires some key features within your site to make this happen. The following tips and suggested plugins should set you and your WordPress site on the path to international influence.

Four tips to help make your WordPress site globally friendly

1. Globalize your content

The foundation of an internationally appealing website is its content transcreation. This does not focus on the mere translation of words but ensures the recreation of meaning, intent, and context.

It is important to make sure that the meaning of the content does not change when translated into another language and does not convey your message wrongly. Cultural hazards are rife when it comes to the international expansion of any kind. To be accepted and welcomed in a different geographical area, you cannot afford to display misunderstood and potentially offensive content.

Unsurprisingly, over 73% of the global market prefers websites with content in their native language. If people cannot understand the content on your website, you cannot hope to keep their interest. In the same vein, inaccurate translations just won’t cut it. The best option is to find a content writer who can craft the copy in a specific language for better quality content.

2. Avoid rigid localized options

Some websites choose the default website domain and language based on dynamic Geolocation IP tracking. Others do not have rigid local settings and allow their websites to be accessed by users from anywhere. If you are hoping to reach as many readers as possible, this option is best. No matter the country from which your website is browsed, it can be accessed without limitations of location.

3. Avoid using text on images

Google cannot translate text on images. This is the same for logos, headings, and other information. This can be majorly off-putting for readers who do not understand some parts of your website. Further, no translator or software that runs on your multilingual site can translate graphical text. Therefore, avoid it altogether for the best results, or keep it to a minimum for a more international audience.

4. Localize checkout and shipping factors

Whether your WordPress site is an online store or sells software as a service that doesn’t require any shipping at all, your checkout process should be appropriately localized. Currency options are fundamental to users taking that final step to make the purchase. There are WordPress plugins available to allow for multiple currencies to be displayed and chosen from.

If you are giving the option of international shipping then inform the buyer beforehand whether or not the product is available for shipping to his local address. Make the option to convert the currency clear and choose a suitable API tool for currency conversions. In order to keep on track of abandoned cart figures, allow the user to view the delivery charges and taxes prior to checking out. Finally, remember that people from different locations are more comfortable with different payment methods- so ensure to provide multiple options.

Plugins to help make your WordPress site globally friendly

1. TranslatePress

This full-fledged WordPress multilingual plugin translates every aspect of your website. Its main feature is that it allows you to translate directly from the front-end. It allows you to easily switch languages during the translation- and the live preview is updated instantly. All translations of content, theme, plugins and even meta-data can be made without changing the interface.

It is ideal for manual translations. Do it yourself or assign a custom translator ‘user role’ to any user on your site. Users will then be able to translate as and when they want, without needing access to the admin area.

Lastly, the plugin creates SEO friendly URLs for all languages and boosts you up the local SEO results. Ranking well will make this extra effort to globalize your site worth all the while. Once you have established yourself as an authoritative and respectably ranking website abroad, you’re in and can continue the normal operation of your site.

2. Multi-currency for WooCommerce

As discussed, the need for multiple currencies on your international online store is unchallenged. This plugin allows users to easily switch to different currencies and make use of currency exchange rate converter with no limits. It can be used to accept only one currency or all currencies. Multi-currency for WooCommerce helps enhance your site’s user experience and will do so for free. It’s a no brainer.

These tips and plugins will help you achieve your international SEO goals. Wish to add more tips and plugins to this list? Mention them in the comments.

The post Going international: How to make your WordPress site globally friendly appeared first on Search Engine Watch.

Search Engine Watch


Facebook’s latest experiment is a meme-creation app, Whale

November 21, 2019 No Comments

Facebook’s NPE Team, a division inside the social networking giant that will build experimental consumer-facing social apps, has now added a third app to its lineup with the launch of meme creation app Whale. Currently, the app allows users to decorate photos with text and stickers in order to create memes that can be shared to social media or texted to friends.

The app isn’t all that original, given the plethora of image-editing apps on the App Store today with similar feature sets. But it does have the advantage of being free to use without in-app purchases or subscriptions.

In Whale, users can take a photo, select a picture from their camera roll, or browse the app’s library of stock images in order to create a meme. Blank, 2-grid, 3-grid, and 4-grid canvas layouts are also available. To customize the images, users can add emojis, text, effects, and filters like laser eyes, vortex or bulge, for example.

In addition to making shareable memes, users can make their own image stickers using the crop and cut tools. And those with artistic capabilities can use the included freeform drawing tool, as well.

Like other NPE Team apps, Whale isn’t offered for download in the U.S. Instead, it’s only available in Canada for the time being — the home market for the first two NPE Team apps, Aux and Bump. The latter was also available in the Philippines, but neither have reached the U.S. Canada is likely being chosen as it’s a good proxy for the U.S., in terms of consumer demographics and user behavior, but has fewer users to contend with, in case an app takes off and has to quickly scale.

Facebook had announced its plans for the NPE Team back in July, explaining that its goal would be to rapidly experiment with new ideas, and shut down those projects that didn’t gain traction.

Its investment in creating new mobile social experiences comes at a time when Facebook’s suite of apps is facing serious competition from newer publishers, including most notably, Snapchat and TikTok. More broadly, the social networking app market is today filled with Snapchat platform apps, like Yolo or LMK, at the top of the charts, alongside newer video chat apps like Houseparty and Marco Polo.

App store intelligence firm Apptopia was first to spot Whale’s launch, which was reported by The Information. The app arrived on November 15, 2019, according to App Annie but it hasn’t yet ranked in any App Store category at this time.

Facebook says it’s not commenting on individual NPE Team apps, but had previously noted that the availability of the apps would depend on each app itself.

 


Social – TechCrunch


‘Trump’s Notes’ Photographer Explains How He Got the Shot

November 21, 2019 No Comments

For Getty Images photographer Mark Wilson, it was just another day at the office.
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Salesforce, AWS expand partnership to bring Amazon Connect to Service Cloud

November 19, 2019 No Comments

Salesforce and AWS announced an expansion of their on-going partnership that actually goes back to a $ 400 million 2016 infrastructure services agreement, and expanded last year to include data integration between the two companies. This year, Salesforce announced it will be offering AWS telephony and call transcription services with Amazon Connect as part of its Service Cloud call center solution.

“We have a strategic partnership with Amazon Web Services, which will allow customers to purchase Amazon Connect from us, and then it will be pre-integrated and out of the box to provide a full transcription of the call, and of course that’s alongside of an actual call recording of the call,” Bill Patterson, executive vice president for Service Cloud explained.

It’s worth noting that the company will be partnering with other telephony vendors as well, so that customers can choose the Amazon solution or another from Cisco, Avaya or Genesys, Patterson said.

These telephony partnerships fill in a gap in the Service Cloud call center offering, and give Salesforce direct access to the call itself. The telephony vendors will handle call transcription and hand that off to Salesforce, which can then use its intelligence layer called Einstein to “read” the transcript and offer the CSR next best actions in real time, something the company has been able to do with interactions from chat and other channels, but couldn’t do with voice.

“As this conversation evolves, the consumer is explaining what their problem is, and Einstein is [monitoring] that conversation. As the conversation gets to a critical mass, Einstein begins to understand what the content is about and suggests a specific solution to the agent,” Patterson said.

Salesforce will begin piloting this new Service Cloud capability in the spring with general availability expected next summer.

Only last week, Salesforce announced a major partnership with Microsoft to move Salesforce Marketing Cloud to Azure. These announcements show Salesforce will continue to use multiple cloud partners when it makes sense for the business. Today, it’s Amazon’s turn.


Enterprise – TechCrunch


Google Policy Ad Disapprovals: A Story of False Flags

November 19, 2019 No Comments

This blog post is a how-to guide if your search ads are constantly flagged for policy disapprovals, even though they are not infringing upon the policy that the algorithm is flagging them for. 

Read more at PPCHero.com
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2019 Google core algorithm updates: Lessons and tips to future-proof your SEO

November 19, 2019 No Comments

There’s nothing that beats that organic #1 position in Google’s SERPs when it comes to brand visibility, increase in traffic, trust factor boost, reduction in cost per lead, and so on.

Everyone who’s anyone in online business knows this, which is why the struggle to grab that marketer’s Holy Grail can look like a cut-throat business to many SEO novices.

However, even SEO pros get confused when Google throws a wrench into the intricate workings of the rankings machine. Google’s core algorithm updates can mess up even the best SEO strategies, especially if you react in a panic to a drop in the rankings.

Today, I’ll share with you the three things I’ve learned from 2019 Google algorithm updates that will help you future-proof your SEO. First, however, take a look at the hints that Google rolled out alongside those updates to see if you’re building your SEO strategy on a healthy foundation.

2019 Google core algorithm updates and what they tell us

In 2018, Google reported 3234 algorithm updates.

That’s just a bit shy of 9 updates per day.

All of them change how the algorithm evaluates a website and its rankings (most just slightly, though).

However, three of them were so-called ‘core algorithm updates’ – meaning that their impact on the rankings was likely significant for most indexed websites. Google announced these (in March, June, and September of 2019), which is not something that they normally do. This should give you an idea of how important they were in the grand scheme of all things SEO-related.

Google Sear Liaison's tweet on its 2019 Google core algorithm updates

Websites were affected differently, with some seeing increases in their rankings and traffic, and others plummeting to Google’s page #3. Many of the sites that experienced significant drops are in the Your Money, Your Life (YMYL) niche.

(Verywellhealth.com shows a significant drop after the March core update)

“The sensitive nature of the information on these types of websites can have a profound impact on peoples’ lives,” says Paul Teitelman of Paul Teitelman SEO Agency. “Google has long struggled with this and at least one of these core algorithm updates was designed to push trustworthy YMYL content to the top while sinking those websites that contain dubious and untrustworthy information.”

Google signaled a path forward with these updates. If you were not paying attention, here are the key takeaways:

  • Google signals an intent to keep rewarding fresh, complete, and unique content. Focus on answering the searcher’s questions thoroughly and precisely.
  • E-A-T (Expertise, Authoritativeness, Trustworthiness) guidelines are more important than ever. Things like backlinks from reputable websites, encryption, and who authors your posts can make or break your organic rankings.
  • Google wants to see you covering a wide range of topics from your broader niche. Increase your relevance with content that establishes you as the go-to source in your niche.

SEO is far from an exact science.

If anything, it’s educated guesswork based on countless hours of testing, tweaking, and then testing again.

Still, there are things that you can do to future-proof your SEO and protect your websites from reacting too violently to core algorithm updates.

Based on Google’s recent hints, here are three things that you should focus on if you’re going after those page #1 rankings in the SERPs.

Three tips to future-proof your website’s SEO

Keep the focus on high-quality, actionable content

I know you’re annoyed with hearing it by now but high-quality content is a prerequisite to ranking at the top of the SERPs and staying there.

This means that you need to pin-point a specific question that the searcher wants answers to and then write a piece of content that provides a detailed clarification of the issue. Does it need to be 5,000 words long? That depends on the question but, in most cases, it doesn’t. What it needs to be is concise and thorough, and clarify any and all questions that the searcher might have while reading it.

Ideally, you will want your content to be 1500+ words. According to Backlinko’s Brian Dean and his research, Google tends to reward longer content.

 

Source: https://backlinko.com/search-engine-ranking

My advice is to ask yourself the following questions when you’re writing:

  • Am I providing the reader with a comprehensive answer to their question?
  • Is my content more thorough than what’s already on the #1 page of the SERPs?
  • Am I presenting the information in a trustworthy way (citing sources, quoting experts)?
  • Is my content easy to understand, and free from factual, stylistic, and grammar errors?

If your answer to these questions is a yes, you’re already doing better than (probably) 95% of your competitors.

Improve the E-A-T score of your website

In SEO, E-A-T stands for Expertise, Authoritativeness, and Trustworthiness.

In other words – who is authoring blog posts and articles that are published on your website? Are they penned by an expert in the field or by a ghostwriter?

Why should people trust anything you (or your website) have to say? That’s the crux of E-A-T.

The concept appears in Google’s Quality Raters’ Guidelines (QRG), and SEO experts have debated for years whether or not it has any bearing on the actual organic rankings.

In 2018, Google cleared all doubts around it, announcing that QRG is, in fact, their blueprint for developing the search algorithm. “You can view the rater guidelines as to where we want the search algorithm to go,” Ben Gomes, Google’s vice president of search, assistant and news, said in a CNBC interview.

Here’s what the QRG has to say about E-A-T

Source: https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf

We have no idea if Google’s core algorithm can evaluate E-A-T parameters as well as an actual human rater. Still, if that’s Google’s end goal, it’s a good idea to pay attention to it now, regardless of whether it’s implemented or not. It most certainly will be at one point in the future.

To improve your E-A-T score, focus on the following

  • Add an author byline to your posts – every post that you publish should be authored by someone. Use your real name (or your author’s real name), and start building a reputation as an expert in the field.
  • Create your personal website – even if you’re trying to rank your business site, make sure to have a personal branding website of your own (and of any regularly contributing authors). Those websites should be maintained – you don’t need to SEO the heck out of them but you should publish niche-relevant content regularly.
  • Get featured on Wikipedia and authority websites – QRG clearly instructs raters to check for author mentions on Wikipedia and other relevant sites. That stands to reason because experts in the field will often be quoted by other publications.

(Image source: https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf)

  • Get mentions on forums – same goes for forum mentions. If people name-drop you on relevant forums, that means that they feel you have something important to say.
  • Secure your site with HTTPS – security is an important E-A-T factor, especially if you’re selling something via your website. An unsecured website will have a low E-A-T score so make sure to invest in encryption to boost trustworthiness.

Build quality backlinks and establish a social presence

Quality backlinks are still a very important ranking factor.

However, according to a report released by Backlinko, it’s not about one or two backlinks, regardless of how strong they are.

What moves the ranking needle are sustainable, evergreen link-building strategies – backlinks from trusted, niche-related websites that are acquired by white hat SEO methods such as blogger outreach, guest posting, and collaborations with other influencers in the niche. The more of these types of backlinks you get, the better your organic rankings.

Additionally, getting backlinks from a greater number of referring domains ensures that your rankings are protected if, for example, a couple of those websites get shut down or penalized in the future. When you’re playing the link-building game, it pays to think ahead.

(Image Source: https://backlinko.com/google-ranking-factors)

And, while they don’t carry the same weight as true backlinks, you’d be wrong to underestimate the value Google’s ranking algorithm places on social media signals.

A truly authoritative website – and all the authors that write for it – will have a strong social media presence. They will use it to amplify their message, build additional authority, and drive traffic to their website. Ahrefs’ Tim Soulo does this better than any other SEO expert that I know.

how having a strong social media presence helps create authority and tackle 2019 Google core algorithm updates

All of this will affect the aforementioned E-A-T parameters. If nothing, it will distribute your name far and wide, signaling to Google that you’re not a complete nobody that just happens to run a website or write a blog about a certain topic. The stronger your social media presence; the more followers, comments, and shares you end up earning – the better it is for your E-A-T.

Get people to trust you and the algorithm will follow

Pretty soon, the key to top rankings will be how believable and trustworthy you are. Google’s current insistence on E-A-T parameters clearly demonstrates that. Everything else will be just the icing on the cake after that – the fancy schema you’re using, the on-page SEO gimmicks, and all the other loopholes SEO experts are now using to rank their websites.

I’m interested to hear what you think about the direction that Google is taking with this year’s algorithm updates. Have any of your websites been affected? Leave a comment below and let’s discuss.

The post 2019 Google core algorithm updates: Lessons and tips to future-proof your SEO appeared first on Search Engine Watch.

Search Engine Watch


Twitter launches a way to report abusive use of its Lists feature

November 19, 2019 No Comments

Like many things found on today’s social media platforms, Twitter’s Lists feature was introduced without thinking about the impact it could have on marginalized groups, or how it could otherwise be used for abuse or surveillance if put in the hands of bad actors. Today, Twitter is taking a step to address that problem with the launch of a new reporting feature that specifically addresses the abusive use of Twitter Lists.

The feature is launching first on iOS today, and will come soon to Android and the web, Twitter says.

Similar to reporting an abusive tweet, Twitter users will tap on the three-dot icon next to the List in question, and then choose “Report.” From the next screen, you’ll select “It’s abusive or harmful.” Twitter will also ask for additional information at that point and will send an email confirming receipt of the report, along with other recommendations as to how to manage your Twitter experience.

Twitter Lists have been abused for years, as they became another way to target and harass people — particularly women and other minority groups. They were particularly useful as a way to avoid being banned for abusive tweets, as Twitter took no notice of Lists.

Twitter has been aware of the problem for years, noted CNBC in an exposé that ran over the summer.

Back in 2017, Twitter said it would no longer notify users when they’ve been added to a list — an attempt to cut back on what were very often upsetting notifications. It then reversed the decision after people argued that notifications were how they learned what sort of harmful lists they had been added to in the first place.

Despite Twitter’s understanding of how Lists were abused, there have not been any good tools for getting an abusive list removed from Twitter itself — users could only block the list’s creator.

Twitter has admitted that despite the availability of its reporting tools and the increasing speed with which it handles abuse reports, there’s still too much pressure on people to flag abuse for themselves. The company says it wants to figure out how to be more proactive — today, the majority is not flagged by technology (only 38% is), but by reports from users.

This problem and all the many like it have to do with who has built our social media tools in the first place.

Twitter, like other tech companies, has struggled with a lack of diversity, which means there’s a large lack of understanding about how features could be twisted to be used in ways no one intended. Though Twitter’s diversity metrics have been improving, Twitter as of this spring was 40.2% female, but just 4.5% black, and 3.9% Latinx.

The other issue with Twitter — and social media in general — is that there’s some distance between the abuser and the victim of harassment. The latter is often not seen as a real person, but rather a placeholder meant to absorb someone’s malcontent, outrage or hatred. And thanks to the platform’s anonymity, there are no real-world consequences for bad behavior on Twitter the way there would be if those same hateful things were said in a public place — like in a community setting such as your local church or social group, or in your workplace.

Finally, Twitter’s trend toward pithiness has led to it becoming a place to be sarcastic, cynical and witty-at-others’-expense — a trend that’s driven by a prolific but small crowd of Twitter users. The goal has very much been to “perform” on Twitter, and accumulate likes and retweets along the way.

Twitter says the new feature is rolling out now to iOS.

 


Social – TechCrunch