Google Analytics and Google Website Optimizer have merged. Now Google Website Optimizer, a free A/B and Multi-variate testing tool, is available in Google Analytics via Experiments link under Content Section (see image below).
You can create and manage all your tests within Google Analytics without going to Google Website Optimizer site.
Functionality Difference between Experiments and Google Website Optimizer
- Easy Implementation – Since you already have Google Analytics on your site, now you will need one script to put on the original version, rest of the work will be done by standard Google analytics script.
- No Multivariate Testing Anymore – There is no option to run MVT and only allows A/B testing in the “Experiments”
The last day you’ll be able to access Google Website Optimizer will be August 1st, 2012
We will add more posts as we uncover new functionality in Experiments.
The moderators who sift through the toxic detritus of social media have gained the spotlight recently, but they’ve been important for far longer — longer than internet giants would like you to know. In her new book “Behind the Screen,” UCLA’s Sarah Roberts illuminates the history of this scrupulously hidden workforce and the many forms the job takes.
It is after all people who look at every heinous image, racist diatribe and porn clip that gets uploaded to Facebook, YouTube and every other platform — people who are often paid like dirt, treated like parts, then disposed of like trash when worn out. And they’ve been doing it for a long time.
True to her academic roots, Roberts lays out the thesis of the book clearly in the introduction, explaining that although content moderators or the companies that employ them may occasionally surface in discussions, the job has been systematically obscured from sight:
The work they do, the conditions under which they do it, and for whose benefit are largely imperceptible to the users of the platforms who pay for and rely upon this labor. In fact, this invisibility is by design.
Roberts, an assistant professor of information studies at UCLA, has been looking into this industry for the better part of a decade, and this book is the culmination of her efforts to document it. While it is not the final word on the topic — no academic would suggest their work was — it is an eye-opening account, engagingly written and not at all the tour of horrors you may reasonably expect it to be.
After reading the book, I talked with Roberts about the process of researching and writing it. As an academic and tech outsider, she was not writing from personal experience or even commenting on the tech itself, but found that she had to essentially invent a new area of research from scratch spanning tech, global labor and sociocultural norms.
“Opacity, obfuscation, and general unwillingness”
“To take you back to 2010 when I started this work, there was literally no academic research on this topic,” Roberts said. “That’s unusual for a grad student, and actually something that made me feel insecure — like maybe this isn’t a thing, maybe no one cares.”
That turned out not to be the case, of course. But the practices we read about with horror, of low-wage workers grinding through endless queues of content from child abuse to terrorist attacks, while they’ve been in place for years and years, have been successfully moderated out of existence by the companies that employ them. But recent events have changed that.
“A number of factors are coalescing to make the public more receptive to this kind of work,” she explained. “Average social media users, just regular people, are becoming more sophisticated about their use, and questioning the integration of those kinds of tools and media in their everyday life. And certainly there were a few key political situations where social media was implicated. Those were a driving force behind the people asking, do I actually know what I’m using? Do I know whether or how I’m being manipulated? How do the things I see on my screen actually get there?”
A handful of reports over the years, like Casey Newton’s in the Verge recently, also pierced the curtain behind which tech firms carefully and repeatedly hid this unrewarding yet essential work. At some point the cat was simply out of the bag. But few people recognized it for what it was.
Keyword research for creating content can make a tangible difference in your Google rankings. Anyone who works in content marketing knows that keyword research is crucial to ranking on Google and improving content engagement. But it can also be stressful, particularly when you look at how many results on Google appear for the keywords you want to rank for.
What is the process for keyword research and how do you get it right? This is a challenge that most content marketers and creators face. This guide will explain the process of researching keywords and help you begin and improve your content marketing.
Why do keyword research?
Let us get this critical question out of the way – why should you be doing keyword research at all?
Keywords help people find your content on the internet. When users have a specific query they need answers to, they head to a search engine where they input sets of words. Google then searches these indexes to find content that matches those sets of words and how well it answers the query to deliver the content to the user.
The better the content is related to the search input, the higher the content appears. The content that answers a search query best appears at the very top of Google’s first page – under the ads, of course.
Those sets of words are keywords, and they need to appear in your content in strategic areas for Google to deem your content worthy of appearing on their front page.
Content that has good SEO and is relevant will have a better chance of ranking high. As a result, the content will generate more leads, increase sales, and improve ROI.
Without keywords, your content will languish on pages further down the line on Google, ensuring that it doesn’t get seen even if it is good quality.
Business-related keyword research
What does your company sell or produce? Look at the products you have in your store and which ones need to be sold through content marketing strategies.
Make a list of these items and what you think are the most relevant search terms, such as in the example below where we look at “fashion” as a search term.
Create a mind map where you can include all the relevant terms to your industry and business that you can then search-related terms for on Google. This is also a great way to generate ideas for your content.
Search on Google
We have determined the importance of researching keywords and why you should undergo the process. With that out of the way, you should immediately go to Google.
Though there are numerous tools online that will show you keyword rankings and associated keywords, Google is still the best place to find the answers you are looking for. After all, Google is the most popular search engine that content marketers want to rank on.
Whether or not you have decided on the kind of content you are going to create, you can still search Google for keywords to use.
For instance, if you were a clothing brand working on new blogs about the clothes you sell, you could start off by typing in “jeans” and seeing the results, like in the below screenshot.
Source: Google search
But “jeans” is far too broad a category to write about. We have to narrow it down so you have a better chance of ranking and being found by your audience.
Look at what happens when you search for “jeans for men”.
Source: Google search
The terms become more specific the deeper you go in your search. Instead of writing an article about jeans in general, you can write something specifically for men over 40.
And you can go even further in your keyword research.
Source: Google search
When you search for “jeans for men over 40”, you get even more search suggestions for your content, alongside related keywords that you can use.
You could target your content towards “how to dress in your 40s male” instead of just “jeans” for a better chance of reaching your target audience.
The search term “how to dress in your 40s male” is a long-tail keyword, as opposed to a seed or head keyword like “jeans”.
Long-tail keywords are easier to rank for than head keywords, which will have extremely high competition. There are fewer chances of Google ranking you over your competitors in this case.
Instead, you should aim for long-tail keywords that are more niche to your business. Don’t look for your product, as that will generally only show you your competitors.
Search for ways that people use, or will use, your product, and choose your keywords accordingly.
Look at competitors’ keywords
As we have noticed, Google will show you the best results for the search terms you enter. Some of those results will likely be your competitors. Why not study them?
Look at the top three most relevant posts that appear in Google’s search for the terms you have entered. Avoid review sites, as these are not relevant for this exercise.
Once you have chosen the competitor content for research, look at the main headings of the article – these are the h1, h2, and h3 tags within a piece of content.
If a piece of content has great SEO, the keywords they are ranking for have to appear in the headings, most often in the title, and the first heading, as well as across the body copy.
List out what you see in your competitor’s content. Knowing the keywords that your competitor is using will help you tailor and structure your content.
In fact, using competitor names as keywords in Google Ads for your content has become a popular exercise for businesses.
However, this is a tricky area that you should study more about before implementing, even if the results could be positive.
Creating your content
Having chosen your long-tail keyword, you can incorporate it into your content.
An important thing to remember in content marketing is that your material should, first and foremost, answer your customers’ query.
Your goal may be to rank on Google and improve visits to your site, but if your content is solely SEO-focused with little regard to the needs of the reader, you will see higher bounce rates, which will negatively impact your ranking.
Additionally, keywords aren’t the only reason why your content will rank higher on Google. There are a number of other factors that increase rankings, such as link building, incorporating visuals in your content, and bounce rates.
But using relevant keywords that draw in your audiences will see results over time. You can also find out whether your keyword research is reflecting positive results by using tools to study keyword rankings.
Keywords affect your Google rankings, and that is where you should go to find the keywords best suited for you and your content.
Use long-tail keywords instead of head keywords that will have a lot of competition. Also, look at top competitors for your keywords to decide whether or not those keywords will work for you.
Finally, create your content with your consumers in mind, and not purely for SEO, as that will improve the chances of your content being read.
With these steps completed in your keyword research, you are well placed to begin creating content that will help you move towards the top of the Google rankings.
Ronita Mohan is a content marketer at the online infographic and design platform, Venngage.
The post Your step-by-step guide to content marketing keyword research appeared first on Search Engine Watch.
There’s always more content to write.
Sometimes that can be encouraging, even exhilarating. You’ve got plenty of space for all your ideas, and countless opportunities to engage with potential customers and to build a stronger relationship with existing ones.
But producing a constant stream of content can be exhausting.
You’ll find yourself running out of ideas and running out of steam. And at that point, it can be really difficult to keep creating high-quality content on a regular basis.
Even if you’re in a position to hire someone to help, you’ll still need to have a fair amount of involvement in content production – supplying ideas and outlines, at the very least.
So how can you keep up with all the content you need to produce? Before we dig into some specific tips, let’s take a look at how much you actually need to create.
How frequently should you post on your blog and your social media accounts?
There are no rules here different blogs do different things, often within the same industry. In the content marketing world, for instance:
- Smart Blogger posts (very in-depth) pieces once a week
- Copyblogger publishes three or four posts a week
- Content Marketing Institute posts one piece each weekday
As a rough guideline, you’ll probably want to aim for at least one weekly post, one daily Facebook and/or Instagram post, and three or more posts a day on fast-moving networks like Twitter. (According to Louise Myers, the “general consensus” is that anything from three to 30 Tweets per day is fine.
So how do you keep up with this level of content, week after week?
How to create great content without burning out
Here are nine ways to keep up your content production without getting to the point of feeling so burned out that you simply give up.
You can use these as a step by step process, or you can pick and choose ideas that’ll make your existing process go more smoothly.
1. Decide how often you’ll post content
While there’s no “right” answer to how often to post content, there’s definitely a “wrong” one. Posting content whenever you feel like it, at wildly varying frequencies.
It’s best – for you and for your audience – to have a consistent posting schedule, both on your blog and on social networks. That might mean, for instance, two blog posts each week, one Facebook post each day (more may be counter-productive), and five Twitter posts each day.
While you might vary your schedule a little, having a clear idea of what to aim for makes it much more likely that you’ll write and publish regular posts.
2. Come up with a suitable pattern for your content
With social media, in particular, it’s helpful to “pattern” your content. This is also a useful practice for blog posts, especially if you post twice a week or more on your blog.
Rather than starting with a blank page when it comes to generating ideas, you can have a pre-set “pattern” for the content you’re going to create.
For instance, if you’re writing five Twitter posts each day, you might decide to have:
- Two posts linking to other people’s great content
- One post linking to your most recent piece of content
- One post linking to a piece of content from your archive
- One post that asks a question or prompts a discussion
3. Brainstorm lots of ideas
Simply coming up with ideas for content can take a lot of time. Instead of sitting down and staring at a blank page, try “batching” the idea generation process: set aside time once every week or two to come up with a whole list of ideas.
Some great ways to find content ideas include:
- Common search terms within your industry: this is part of keyword research and as well as being a useful SEO tool, it’s great for idea-generation.
- Questions that you frequently get asked by potential customers.
- Problems that you faced when you were starting out in your industry.
- Other people’s content – could you create something that tackles a topic in more depth, or from a different angle?
- Your own content: can you go back to an old blog post and update it, or take some social media posts and weave them into a piece for your blog?
- Asking influencers for their contributions – this might be in the form of a quote or two from one person, or a “round-up” post with quotes from lots of different experts.
4. Outline longer pieces of content
With short posts on Twitter and Facebook, you probably don’t need an outline – just a clear idea of what you’re trying to accomplish.
For blog posts, though, you’ll find it’s much faster to write when you’ve got a solid outline in place, especially if you’re producing long-form content. Again, it’s often a good idea to “batch produce” your outlines, by picking four or so ideas and outlining all those posts at once.
That way, when it’s time to write those posts, a lot of the hard work is already done. Plus, if you outline several posts in a single session, you’ll find it much easier to create links between them.
5. Write several short pieces of content at once
Instead of opening up HootSuite (or your favorite social media management tool or app) every single time you want to send a tweet or create a post, write lots of posts ahead of time.
You might want to queue up a week’s worth of posts all at once. Buffer is a great tool for this, allowing you to schedule posts to go out at any time you want – making it easier to reach potential clients in other timezones or those on unusual schedules.
6. Set aside focused time for longer pieces
Creating content requires a lot of focus – it’s not something you can easily do while you’re fielding phone calls or responding to emails every few minutes.
Block out periods of time (ideally two hours long) in advance, where you can shut your office door, ignore your email, and let calls go to voicemail.
6. Set aside focused time for longer pieces
While you may have no choice but to self-edit your content, if it’s possible, get an editor involved. This might be someone already on your team, or a freelancer external to your company.
A good editor will go far beyond correcting spelling mistakes and grammatical slips. They’ll help to ensure your content is well structured, that it flows smoothly, and that it’s as engaging as possible.
8. Have an assistant format and upload your content
If you’re uploading all your own posts on your blog and social media, you’ll be spending time finding images, selecting categories, adding hashtags, including links, and so on.
While these tasks are an important part of the content creation process, they don’t need to be done by you. Delegate as much of the repetitive work as possible to an assistant so that you can free up more time to write or design the content itself.
9. Get ahead and take time off
If content creation is starting to feel like a treadmill that you can’t get off, then you’re probably heading for burnout. Plan your schedule so you can get ahead, perhaps by creating an extra piece or two of content each week.
That way, you can take a week off from content creation occasionally (plus, you’ll also be covered for any unexpected events, like a particularly busy period, or illness).
10. Repurpose your existing content
There may well be excellent blog posts in your archive that rarely get read, and your social media posts will almost certainly only gather fleeting attention.
Instead of always coming up with fresh ideas and creating new pieces from scratch, how about reusing some of your existing content? That might be as simple as writing an updated version of a blog post, and republishing it – or it could involve something more involved like turning a series of tweets into a blog post, or turning a post into an infographic.
Valuable, high-quality content is great for your business, your potential and existing customers, and your SEO. By trying some or all of the tips above, you can keep up the flow of content, without burning out.
If you have a tip for creating lots of great content, consistently, feel free to share it with us in the comments below.
Joe Williams is the founder of Tribe SEO. He can be found on Twitter at @joetheseo.
The post Ten ways to pump out a stream of great content without burning out appeared first on Search Engine Watch.
How much of an obligation should social media platforms be under to hunt down illegal content?
An influential advisor to Europe’s top court has taken the view that social media platforms like Facebook can be required to seek out and identify posts that are equivalent to content that an EU court has deemed illegal — such as hate speech or defamation — if the comments have been made by the same user.
Platforms can also be ordered to hunt for identical repostings of the illegal content.
But there should not be an obligation for platforms to identify equivalent defamatory comments that have been posted by any user, with the advocate general opining that such a broad requirement would not ensure a fair balance between the fundamental rights concerned — flagging risks to free expression and free access to information.
“An obligation to identify equivalent information originating from any user would not ensure a fair balance between the fundamental rights concerned. On the one hand, seeking and identifying such information would require costly solutions. On the other hand, the implementation of those solutions would lead to censorship, so that freedom of expression and information might well be systematically restricted.”
We covered this referral to the CJEU last year.
It’s an interesting case that blends questions of hate speech moderation and the limits of robust political speech, given that the original 2016 complaint of defamation was made by the former leader of the Austrian Green Party, Eva Glawischnig.
An Austrian court agreed with Glawischnig that hate speech posts made about her on Facebook were defamatory and ordered the company to remove them. Facebook did so, but only in Austria. Glawischnig challenged its partial takedown and in May 2017 a local appeals court ruled that it must remove both the original posts and any verbatim repostings and do so worldwide, not just in Austria.
Further legal appeals led to the referral to the CJEU which is being asked to determine where the line should be drawn for similarly defamatory postings, and whether takedowns can be applied globally or only locally.
On the global takedowns point, the advocate general believes that existing EU law does not present an absolute blocker to social media platforms being ordered to remove information worldwide.
“Both the question of the extraterritorial effects of an injunction imposing a removal obligation and the question of the territorial scope of such an obligation should be analysed, in particular, by reference to public and private international law,” runs the non-binding opinion.
Another element relates to the requirement under existing EU law that platforms should not be required to carry out general monitoring of information they store — and specifically whether that directive precludes platforms from being ordered to remove “information equivalent to the information characterised as illegal” when they have been made aware of it by the person concerned, third parties or another source.
On that, the AG takes the view that the EU’s e-Commerce Directive does not prevent platforms from being ordered to take down equivalent illegal content when it’s been flagged to them by others — writing that, in that case, “the removal obligation does not entail general monitoring of information stored”.
Advocate General Maciej Szpunar’s opinion — which can be read in full here — is not the last word on the matter, with the court still to deliberate and issue its final decision (usually within three to six months of an AG opinion). However advisors to the CJEU are influential and tend to predict which way the court will jump.
We reached out to Facebook for comment. A spokesperson for the company told us:
This case raises important questions about freedom of expression online and about the role that internet platforms should play in locating and removing speech, particularly when it comes to political discussions and criticizing elected officials. We remove content that breaks the law and our priority is always to keep people on Facebook safe. However this opinion undermines the long-standing principle that one country should not have the right to limit free expression in other countries. We hope the CJEU will clarify that, even in the age of the internet, the scope of court orders from one country must be limited to its borders.
This report was updated with comment from Facebook
Facebook is updating the News Feed ranking algorithm to incorporate data from surveys about who you say are your closest friends and which links you find most worthwhile. Today Facebook announced it’s trained new classifiers based on patterns linking these surveys with usage data so it can better predict what to show in the News Feed. The change could hurt Pages that share clickbait and preference those sharing content that makes people feel satisfied afterwards.
For close friends, Facebook surveyed users about which people they were closest too. It then detected how this matches up with who you are tagged in photos with, constantly interact with, like the same post and check in to the same places as, and more. That way if it recognizes those signals about other people’s friendships, it can be confident those are someone’s closest friends they’ll want to see the most of. You won’t see more friend content in total, but more from your best pals instead of distant acquaintances.
For worthwhile content, Facebook conducted surveys via News Feed to find out which links people said were good uses of their time. Facebook then detected which types of link posts, which publishers and how much engagement the posts got and matched that to survey results. This then lets it determine that if a post has a similar style and engagement level, it’s likely to be worthwhile and should be ranked higher in the feed.
The change aligns with CEO Mark Zuckerberg’s recent comments declaring that Facebook’s goal isn’t total time spent, but time well spent with meaningful content you feel good about. Most recently, that push has been about demoting unsafe content. Last month Facebook changed the algorithm to minimize clickbait and links to crappy ad-filled sites that receive a disproportionately high amount of their traffic from Facebook. It cracked down on unoriginality by hiding videos ripped off from other creators, and began levying harsher demotions to repeat violators of its policies. And it began to decrease the distribution of “borderline content” on Facebook and Instagram that comes close to but doesn’t technically break its rules.
While many assume Facebook just juices News Feed to be as addictive in the short-term as possible to keep us glued to the screen and viewing ads, that would actually be ruinous for its long-term business. If users leave the feed feeling exhausted, confused and unfulfilled, they won’t come back. Facebook’s already had trouble with users ditching its text-heavy News Feed for more visual apps like Instagram (which it luckily bought) and Snapchat (which it tried to). While demoting clickbait and viral content might decrease total usage time today, it could preserve Facebook’s money-making ability for the future while also helping to rot our brains a little less.
Last week, Google Ads announced an important change for exclusion categories: “Games” content exclusion will be deprecated. This change is in line with Google Ads claim of streamlining content exclusion options they rolled out in 2018.
Read more at PPCHero.com
For the SEO community, Domain Authority is a contentious metric.
Domain Authority (DA) is defined by Moz as
“A search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). A Domain Authority score ranges from one to 100, with higher scores corresponding to a greater ability to rank.”
Some people say that this score does more harm than good because it distracts digital marketers from what matters. Improving your DA doesn’t mean you’re improving your rankings. Others tend to find it useful on its own as a quick way to determine the quality or trustworthiness of a site.
Here’s what I say, from a digital PR perspective, domain authority is valuable when you’re using it to compare sites relative to one another. In fact, DA provides value for us PRs and is incredibly useful to our work.
Think of it this way. There are more websites than ever before, about 1.5 billion to be exact and so in some ways, this means there is more opportunity for marketers to get their content out in the world and in front of new audiences. While most people think that journalism is dying out, an enlightening post on Recode by Rani Molla explains that “while job postings for journalists are off more than 10 percent since 2004, jobs broadly related to content have almost quadrupled.”
In other words, if outreach is executed well, there are more places than ever to get your content featured and lead to driving traffic, broadening your audience, and improving your search ranking.
But even the most skilled PR teams can’t reach out to 1.5 billion sites. The knowledgeable ones know that you really only need one successful placement to get your content to spread like wildfire all over the Internet, earning links and gaining exposure for your brand in the process. With so many options out there, how do PR professionals know which sites to spend time targeting?
That’s where DA comes into play. When it comes to link building, content marketers know that not all backlinks and brand mentions are created equally. The value of a link or mention varies depending on the referring website. Moz’s DA score is a way for us PRs to quickly and easily assess the quality of the websites we target for our client’s content marketing campaigns.
Our team tends to bucket online publishers, blogs, and websites into three categories:
Keep in mind, particularly with the new Moz update, when deciding who to pitch, you must take a holistic approach. While domain authority is an excellent way to quickly assess the quality of a website, a site’s DA can change at any minute due to a multitude of factors, so make sure you are also taking into account your goals, the site’s audience, social following, and reputation as well as Moz DA score. In response to a Marketing Land tweet about the new DA, Stevie Howard says it perfectly.
What constitutes a top-tier website? Can a top-tier site have a low DA? Potentially, but it’s uncommon.
When you look at the holy grail of media coverage, DA tends to align perfectly. Take, for example, the following seven major publishers that any brand or business would love to earn coverage on. The DA scores for all of these sites fall above 90. These sites all have an extremely large audience, both on-site and on social media.
Our team at Fractl has an innate sense of the online publisher landscape, and the largest and most well-known content publishers out there all tend to have a domain authority above 90. This is what we consider to be the “top-tier”.
These publishers are difficult to place with because of their large audience, social following, and reputation, so for the best chance at earning organic press mentions on these sites, offer them authoritative, unique, exclusive, and newsworthy content.
Mid-tier sites may not be the holy grail of news publishers, but they’re our bread and butter. This is where the majority of placements tend to happen. These publishers hit a sweet spot for digital PR pros—they’re not as sought-after as Buzzfeed and don’t deeply scrutinize pitches the way The New York Times does, but they have large audiences and tend to be much more responsive to content pitches.
I tend to categorize the mid-tier as publishers that fall within a DA of 66 to 89. Here are some examples of publishers that may be considered mid-tier.
Don’t underestimate a low-tier site simply because of its domain authority. For example, it wasn’t long ago that personal finance website, Money-ish, had a DA of 1. Launched in 2017, it was first its own website before being absorbed as part of the larger MarketWatch domain. MarketWatch has a DA of 93, with social engagement as high as 12,294,777 in the last year. If you ignored Money-ish because of its DA when they first started, you would have missed out on a chance to get your content featured on MarketWatch as well as build relationships with writers that are now under the MarketWatch umbrella. There are all types of content, and most marketers can figure out which projects have “legs” and which have less appeal. These lower-tier sites are often very niche and the perfect home for content that is aimed towards smaller, more precise audiences. These lower-tier sites also tend to have a high engagement where it matters, your target audience. Consider the site’s community. Does this site have a ton of email subscribers or high comment engagement? Are they killing it on Instagram or on another social network? You never know which site will become the next Money-ish, either!
Pitching differences for each tier
There are plenty of sites that fall within different ranges of domain authority that would be an excellent fit for your content. It all just depends on your goals. In Fractl’s latest internal study, we were able to identify trends in the way journalists respond to PR professionals, based on the DA of the site they write for.
- Feedback from writers working for sites with a DA lower than 89 was most likely to be complimentary of the content campaigns we pitched them.
- The verbiage of their responses was also more positive on average than those from journalists working for publishers with a DA of 90 or above.
An example of the feedback we received that would be labeled as complimentary is,
“Thanks for sending this over, it fits perfectly with our audience. I scheduled a post on this study to go up tomorrow.”- Contributor, Matador Network (DA: 82)
Those of us that have been pitching mainstream publishers for a while know from experience that it’s often easier to place with websites that tend to fall in the mid to low-tier buckets. Writers at these publishers are usually open to email pitches and open to writing about outside content because such websites have less stringent editorial guidelines.
Conversely, publishers that fall into our definition of “high-tier” were less positive on average than writers working for publishers with a DA less than 90. On average, the higher the DA, the less positive the language becomes.
Why might that be? It makes perfect sense that publishers like The New York Times, CNN, TIME, and The Washington Post would be less positive. They’re likely receiving hundreds of PR pitches a day because of their popularity. If they do respond to a pitch, they want to ensure that they’re inquiring about content that would eventually meet their editorial guidelines, should they decide to cover it.
According to our study, when journalists at publishers with a DA of 90 or above do respond, they’re more likely to be asking about the methodology or source of the content.
An example of this feedback is from a staff writer at CNN.
“Thanks for sending along. I’m interested to know more about the methodology of the study.”
A response like this isn’t necessarily bad, in fact, it’s quite good. If a journalist is taking time to ask you more about the details of the content you pitched, it’s a good indication that the writer is hoping to cover it, they just need more information to ensure that any data-driven content is methodologically-sound.
Domain authority will continue to remain a controversial metric for SEOs, but for those of us working in digital PR, the metric provides a lot of value. Our study found a link between the DA of a site and the type of responses we received from writers at these publishers. High DA sites were less positive on average and requested research back methodologies more than lower-tier sites. Knowing the DA of a site allows you to:
- Improve your list building process and increase outreach efficacy
- Customize each outreach email you send to publishers of varying DAs
- Anticipate the level of editorial scrutiny you’re up against in terms of content types and research methodologies
- Optimize content you create to fit the needs of your target publisher
- Predict the outcome of a content campaign depending on where you placed the “exclusive”
Remember, just because a site has a high DA, it doesn’t mean it’s necessarily a good fit for your content. Always be sure to take a holistic approach to your list building process. Keep in mind the social engagement of the site, the topics they cover, who their audience is, their editorial guidelines, and most importantly, the goals of you or your client before reaching out to any publisher solely based on domain authority.
Domenica is a Brand Relationship Manager at Fractl. She can be found on Twitter @atdomenica.
The post Study: How to use domain authority for digital PR and content marketing appeared first on Search Engine Watch.
Facebook today announced a series of changes to the way it ranks videos on its social network, which determines how widely they’re distributed. According to the updated guidelines, Facebook will now prioritize videos that focus on original content, those where users are engaged for longer periods of time and those where users return repeatedly to watch more.
The company wants to feature more high-quality videos, and less of those that feature “unoriginal or repurposed content” from other sources where there’s been little value added, it says. That seems to imply a bit of crackdown on the prolific video memes — those that lift someone else’s content (sometimes without proper credit) and then publish it to their own Page to cash in.
Facebook says it’s also now going to demote videos from Pages that are involved in Sharing Schemes. These are programs run by unethical content mills that compensate other Page owners for posting content and running ads to promote it.
In addition, Facebook will reward videos that have a more engaged and loyal fan base.
Before, Facebook encouraged video creators to keep their viewers watching for at least a minute. Going forward, it will actively add more weight in rankings to those videos where viewers watch for at least three minutes.
And it will reward videos where viewers repeatedly return to watch week after week.
The goal with the changes is to promote those videos that people value, the company says, while also helping great video creators reach more people across the social network by way of improved distribution.
The changes come at a time when Facebook’s video effort, Facebook Watch, is facing increased competition for viewers’ time and interest from a range of players, including Apple’s streaming service Apple TV+, as well as number of places to watch free, ad-supported content, like The Roku Channel or Amazon’s IMDb, for example, in addition to, of course, YouTube. And soon, the highly anticipated streaming service from Disney will eat into more of viewers’ time, too.
Facebook Watch has also been dinged for featuring low-quality content compared to newcomers like Apple TV+, which has signed big-name talent like Spielberg, Witherspoon and Oprah. Meanwhile, Facebook Watch has focused on things like MTV’s “The Real World” or “Buffy” re-runs in terms of its “premium” content.
With YouTube recently promising its own original content will become free and ad-supported in time, Facebook needed to keep up by making its own video site less meme-filled and more engaging than before. That can only happen if it promotes videos when they meet certain quality thresholds — which is what these guidelines aim to address.
Twitter is unveiling a number of new content deals and renewals tonight at its NewFronts event for digital advertisers.
It’s only been two years since Twitter first joined the NewFronts. At the time, coverage suggested that executives saw the company’s video strategy as a crucial part of turning things around, but since then, the spotlight has moved on to other things (like rethinking the fundamental social dynamics of the service).
And yet the company is still making video deals, with 13 of them being unveiled tonight. That’s a lot of announcements, though considerably less than the 30 revealed at last year’s event. The company notes that it has already announced a number of partnerships this year, including one with the NBA.
“When you collaborate with the top publishers in the world, you can develop incredibly innovative ways to elevate premium content and bring new dimensions to the conversations that are already happening on Twitter,” said Twitter Global VP and Head of Content Partnerships Kay Madati in a statement. “Together with our partners, we developed this new slate of programming specifically for our audiences, and designed the content to fuel even more robust conversation on Twitter.”
Here’s a quick rundown of all the news:
- A partnership with Univision covering Spanish-language sports, news and entertainment content, including 2020 election analysis and reporting.
- A multi-year extension of Twitter’s deal with the NFL, which includes highlights and analysis.
- The Players’ Tribune and Twitter are announcing a live talk show called “Don’t @ Me,” where two athletes with debate topics chosen in part by Twitter users.
- A multi-year extension of Twitter’s deal with Major League Soccer.
- Continued programming from ESPN, including new ESPN Onsite branding to highlight shows filmed on location at big events.
- Bleacher Report is bringing “House of Highlights” back for a second season.
- Blizzard Entertainment will be sharing content from BlizzCon in November, including the entire opening ceremony.
- The Wall Street Journal is launching WSJ What’s Now, an original video show for Twitter. The deal will also include live-streamed content from Wall Street Journal events.
- Bloomberg’s TicToc will expand its coverage to include events like the G20 Summit, United Nations General Assembly and World Economic Forum.
- CNET is announcing a new partnership with Twitter, which will cover major tech industry events.
- Time is developing new video content for Twitter around the Time Person of the Year and Time 100.
- Live Nation is bringing a new concert series exclusively to Twitter this fall, with 10 concerts in 10 weeks.
- At the Video Music Awards, Viacom-owned MTV will offer a Stan Cam where fans can share their own live-streamed reactions to the show. Viacom will also be live-streaming red carpet coverage from its other events.