President Trump is again testing Twitter’s stomach for misinformation flowing from its most prominent users.
In a flurry of recent tweets, Trump floated conspiracy theories about the death of Lori Klausutis, an intern for former Congressman Joe Scarborough who was found dead in his Florida office in 2001 — a freak accident a medical examiner reported that resulted from a fall stemming from an undiagnosed heart condition. Scarborough, a political commentator and host of MSNBC’s Morning Joe, is a prominent Trump critic and a frequent target for the president’s political ire.
The medical evaluation and lack of any evidence suggesting something nefarious in the former intern’s death has not been enough to discourage Trump from revisiting the topic frequently in recent days.
“When will they open a Cold Case on the Psycho Joe Scarborough matter in Florida. Did he get away with murder?” Trump tweeted in mid-May. A week later, Trump encouraged his followers to “Keep digging, use forensic geniuses!” on the long-closed case.
A blow to her head? Body found under his desk? Left Congress suddenly? Big topic of discussion in Florida…and, he’s a Nut Job (with bad ratings). Keep digging, use forensic geniuses! https://t.co/UxbS5gZecd
In a statement provided to TechCrunch, Twitter expressed that the company is “deeply sorry about the pain these statements, and the attention they are drawing, are causing the family.”
“We’ve been working to expand existing product features and policies so we can more effectively address things like this going forward, and we hope to have those changes in place shortly,” a Twitter spokesperson said.
When asked for clarity about what product and policy changes the company was referring to, Twitter pointed us to its blog post on the labels the company introduced to flag “synthetic and manipulated media” and more recently COVID-19 misinformation. The company indicated that it plans to expand the use of misinformation labels outside of those existing categories.
Update: On Tuesday afternoon, Twitter quietly added a fact-checking link to two tweets from the president containing false claims about mail-in voting.
Twitter will not apply a label or warning to Trump’s recent wave of Scarborough conspiracy tweets, but the suggestion here is that future labels could be used to mitigate harm in situations like this one. Whether that means labeling unfounded accusations of criminality or labeling that kind of claim when made by the president of the United States remains to be seen.
In March, Twitter gave a video shared by White House social media director Dan Scavino and retweeted by Trump its “manipulated content” label — a rare action against the president’s account. The misleadingly edited video showed presumptive Democratic nominee Joe Biden calling to re-elect Trump.
According to the blog post Twitter pointed us to, the company previously said it will add new labels to “provide context around different types of unverified claims and rumors as needed.”
Even within existing categories — COVID-19 misinformation and manipulated media — Twitter has so far been reluctant to apply labels to high-profile accounts like that of the president, a frequent purveyor of online misinformation.
Twitter also recently introduced a system of warnings that hide a tweet, requiring the user to click through to view it. The tweets that are hidden behind warnings “[depend] on the propensity for harm and type of misleading information” they contain.
Trump’s renewed interest in promoting the baseless conspiracy theory prompted the young woman’s widower T.J. Klausutis to write a letter to Twitter CEO Jack Dorsey requesting that the president’s tweets be removed.
In the letter, Klausutis told Dorsey he views protecting his late wife’s memory as part of his marital obligation, even in her death. “My request is simple: Please delete these tweets,” Klausutis wrote.
“An ordinary user like me would be banished from the platform for such a tweet but I am only asking that these tweets be removed.”
Omnichannel advertising can be complicated. Digital marketers today have an unlimited number of tools at their disposal to get their message in front of the right audience through search advertising and others. While your channels or tactics may change, the goal of all marketers remains the same – to grow your brand and build your business.
But how do you know which channel or channels to use to achieve these goals? Many marketers with smaller advertising budgets start with paid search as the first channel to target, because of the simplicity of setting up a PPC campaign in Google Ads. There are no creative assets or media buyer required, and no fancy technology to learn or understand. Search also has advanced targeting abilities, offering companies the chance to get in front of in-market shoppers the minute they start their search. And the results of search campaigns are quantifiable, with insights into exactly which terms are resonating most.
Programmatic display advertising, on the other hand, can be a bit more difficult for some marketers to get started with. This channel has traditionally been considered best for brand awareness campaigns, as display ads can appear virtually anywhere your potential customers are online. Taking advantage of display requires either a direct relationship with a demand-side platform, or DSP, or a relationship with an agency to manage the campaigns on your behalf.
But choosing the right mix of channels for your advertising campaign doesn’t need to be an all or nothing affair. In fact, combining display and search together can have a positive impact on your return on ad spend (ROAS).
Here are three strategies to effectively combine search and display advertising for maximum results:
1. Cast a wide net
If you’re looking to find more new customers and don’t have a ton of traffic on your existing site or searching for keywords you’re targeting with search, the first step is getting more site visitors. This is where programmatic display advertising comes in handy — it offers a scale that paid search campaigns can’t, at a better price point. If you have a big promotion coming up in a few months, it’s a good idea to increase spending on brand awareness tactics well in advance, in order to have larger retargeting and lookalike pools ready to go when your promotion is ready to launch. So start by casting a wide net with display, and then continue to adjust and refine your targeting parameters as time goes by to optimize performance and find your next best customer.
Once you have brought all these new visitors to your site, it’s time to introduce cross-platform retargeting. For example, if you are running a paid search campaign for sneakers and roughly only 13% of this paid search traffic becomes a paying customer, that leaves another 87% of the audience you already paid for who abandoned the site without ever converting. Now that they have already visited your site, you can use retargeting to show them a new series of messages in the hopes of bringing them back to continue further down the sales funnel. Your specific retargeting tactics can be simple or sophisticated, but the bottom line is that they will help keep the conversation going with the visitors most likely to convert down the road.
3. Contextual targeting
If you have already identified your best-performing keywords from your search campaigns, you can use this same keyword list to add contextual targeting to your programmatic campaign. While this strategy doesn’t directly link the two channels, it does allow you to further refine your audience targets. For example, if “athletic shoes” is something that a lot of people are searching for and is driving people to your site, you could create an “athletic” contextual segment to target with display advertising.
Each of these tactics are a great way to build awareness for your brand and products right when your prospects are actively shopping, and a great way to complement ongoing search activity. If you already rely heavily on paid search for a large part of your advertising, consider adding display, along with some targeting strategies to increase the efficiency of your campaigns and decrease your cost per acquisition.
Jason Wulfsohn is Co-Founder and COO of AUDIENCEX, a programmatic advertising and trading desk.
The post Display and search advertising: Top three strategies to expand your audience across channels appeared first on Search Engine Watch.
The start of international expansion is an incredible milestone for any business, and gearing up to take your venture around the world will be one of the most exciting moments of your career. But just because your business is thriving at home doesn’t mean that it will be a success abroad. To achieve that, you’ll need to give attention to your international SEO strategy.
Achieving online visibility on an international scale can be tricky, particularly when you factor in differences in language, culture, and search habits. It’s not a cookie-cutter approach where one size fits all across all regions. However, you’ll be more than ready to tackle the challenges of international SEO once you’ve followed these six must-know tips, and should soon see your business soaring in search rankings across the globe.
1. Pick an effective domain strategy
A .com TLD is usually considered the cream of the crop when it comes to domains and the authority afforded to them by search engines. But this can be far too generic to attract international customers. Instead, your domain should clearly target your country of choice and show users around the world that your website is catered specifically to them.
A ccTLD, for example, cocacola.fr, is often popular because the country code immediately shows users and search engines what the target country is. However, if you have multiple localized versions of the website across a number of ccTLDs, search engines will treat these as separate entities, meaning each domain will need to build up backlinks and authority from scratch.
A subdirectory, like, nike.com/fr maintains all your pre-existing SEO efforts as you’re simply adding a localized folder to your current domain. However, this risks causing internal cannibalization if different international landing pages are optimized for the same keywords, such as a US subfolder and an Australian subfolder where the language is largely the same.
A subdomain (such as fr.airbnb.com) is often the default for CMS tools, but users are less likely to associate your site with their country as the country code comes first rather than last, meaning click-through-rates could take a hit.
All domain strategies have pros and cons, so it’s important to ascertain how each option would work for your business specifically. Matthew Finn, one of the SEO specialists at Go Up, highlights several points that could determine your international domain strategy decision. Budget obviously comes into play – ccTLDs can be particularly expensive – and your branding could be a factor too.
As they explain: “If your company has a logo which features your domain, or brand guidelines which stipulate talking about your business as YourBrand.com, then a ccTLD wouldn’t work.” You also need to consider possible limitations of your CMS and current domain. For instance, subdirectories and subdomains only work with an existing generic top-level domain like .com.
Look at the domain structures of competitors in your new target countries to see what Google favors. You might decide to use a combination of all three strategies to target different markets.
2. Conduct localized keyword research
You may feel like you have a good understanding of your current audience’s search habits, but these keywords may not be popular across the board. Conducting localized keyword research will help you judge the online queries likely to serve you best in each country.
This isn’t so difficult when you’re targeting other English speakers, though you still have to take slang and regional variations into account. For example, if you’re a shoe business going after an Australian audience, you would probably be better off targeting “thong” rather than “flip flop” keywords. This is especially relevant to voice search.
Of course, things become more complicated when dealing with entirely different languages. You may not understand the words themselves and also need to consider how cultural context can impact intent. Findings from Webcertain showed significant differences between the search habits of US and Chinese users. Roughly 60% of US searches about chairs related to style and shape, yet only 20% of Chinese searches had the same intent. In fact, 5% more Chinese searches were action-based – what to do with the chair. Culture can hugely influence how people formulate their online queries and you can’t ignore this factor when choosing location-specific keywords.
3. Don’t assume one language means one culture
One size does not fit all when it comes to international expansion, especially considering the diversity of languages. There are many differences in Standard Portuguese and Brazilian Portuguese, while there are plenty of Spanish variations spoken across North America, South America, and the Caribbean, let alone the many regional dialects in Spain itself. You may think that translating your website into a “standard” language will enable you to connect with all relevant markets, but you risk alienating millions of potential customers if you don’t tailor your content to each target location.
First of all, remember that idioms or colloquialisms may make sense in one place but not in another, even if the same language is spoken. If an Ireland-based furniture business used the word “press”, it’s highly unlikely any English-speakers outside the country would realize this referred to a kitchen cupboard. Similarly, some words, images, and practices are accepted in one place but offensive in another. Though Arabic is the official language of both Morocco and Saudi Arabia, references to alcohol would only be permissible when targeting the former as drinking is forbidden in Saudi Arabia. You also need to use the correct measurements, currencies, and other details, which may vary from country to country regardless of language. French-speaking Canadians would be puzzled to see prices in euros rather than Canadian Dollars.
Errors like this could deter users and damage a business’s trust, authority, and click-through-rate. Therefore, it would be a huge mistake to focus on accurate translations without considering the unique historical and cultural factors making every place unique. Consulting people familiar with the nuances of each target location will ensure your content is suitable for all the potential customers living there.
4. Think beyond Google
Google is normally the holy grail when it comes to all SEO efforts, but there may be other search engines to prioritize during international expansion. The majority of users in China and Russia, two of the largest markets in the world, direct the majority of their online queries to entirely different platforms, so focusing on Google alone could be detrimental to your visibility and profits.
In Russia, the leading search engine is Yandex which holds 56% of the market share. This success has been put down to the search engine’s deeper understanding of Slavic languages. Meanwhile, Google has been blocked in China under the country’s Internet censorship policy. Most Chinese users conduct their online searches through Baidu, which held between 60 to 77% of the search engine market share in China during 2019.
You can’t afford to ignore alternative search engines when targeting markets like these, and it’s also important to recognize each has its own unique algorithms. There will be some similarities—for example, Google, Yandex and Baidu all reward quality content – but you’ll need to be aware of the differences. Indexing can be very slow for both Yandex and Baidu which means it will take longer to see the benefits of your efforts, so long-term results should be the priority. Paid search is crucial to Baidu, as paid results are given much greater precedence than organic results. Meanwhile, Yandex still values meta keywords – a metric that Google removed from its ranking algorithm some time ago.
5. Implement hreflang tags
Hreflang tags signpost which languages and locations your pages are aimed at, helping Google to understand which version of a page is most appropriate for its users. For example, if someone in Paris typed in a search term relevant to your product page, the hreflang tag signals to Google that the French version of the page should appear in search results.
To target users as accurately as possible, you should include hreflang tags for both language and region. For instance, an ‘en’ tag shows Google that your page is for all English speakers, but you could also add tags to emphasize the specific geographic locations you’re targeting, en-ca for English speakers in Canada and en-us for English speakers in the US. It’s crucial you use the correct codes—for instance, the UK is ‘gb’ rather than ‘uk’—and a hreflang tag generator like Aleda Solis’ SEO tools recommended by Moz that could help minimize mistakes.
6. Start localized link building
Just as with any domestic SEO strategy, links are essential in building the authority of your website within a target locale. To elevate your brand in local search, it’s vital to source links from local platforms within your industry. The more hyperlocal, the better. For example, if you’re opening a new hotel in Berlin, links from travel platforms in the German capital will be more valuable than those in Munich or Hamburg.
Seek out journalistic opportunities and serve as a source of expertise, guest post on influential sites within a region, and use social channels to build connections with local influencers and businesses. It’s also recommended that you use a translator or someone accustomed to the language and customs of a target region to handle the outreach. The more you extend your brand in a target market, the more you will be rewarded with high authority backlinks.
Edward Coram James is an SEO professional and the Chief Executive of Go Up Ltd, an international agency dedicated to helping its clients navigate the complexities of global SEO and the technical aspects of delivering location-specific pages to targeted audiences.
The post Six must-know international SEO tips to expand your businesses appeared first on Search Engine Watch.
You can’t choose when your time runs out, but you *can* opt to transmute your ashes into diamonds or be buried in fungus.
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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.
It sounds like the two companies aren’t direct competitors, but they offer related tools: Seismic helps companies create and manage the content they use in sales and marketing, while Percolate expanded from a social media publishing tool to a broader suite of software for managing the marketing process.
As part of the acquisition, Percolate CEO Randy Wootton is joining the Seismic team, where he will continue to lead Percolate, and where he will report to Seismic CEO Doug Winter. The combined company will have a headcount of more than 800 people.
“Both of our companies endeavor to foster better alignment between marketing and sales and improve the buyer/seller interaction, resulting in accelerated deals and pipeline for our customers,” Wootton said in a statement. “Combining with Seismic allows Percolate to provide even more capability to our customer base and more value to the marketing ecosystem.”
The financial terms of the acquisition were not disclosed. Percolate raised a total of $ 106.5 million from investors including GGV Capital, Sequoia Capital, Lightspeed, Slow Ventures, Lerer Hippeau and First Round Capital, according to Crunchbase.
Seismic, meanwhile, raised a $ 100 million investment at a $ 1 billion valuation last year.
As Q4 approaches, it’s crucial that you plan to capitalize on all the traffic that comes with it.
We all know how effective search is, but it’s also limited to those already in the hunt for what you’re offering.
To continue to scale, you need to effectively get in front of audiences that aren’t yet interested – but could be! – in your service/product. That’s where demand generation comes in, and marketers have more (and better) options for demand generation than ever.
As we head full-steam into Q4, here’s a list of demand generation channels, considerations of when to make use of them to expand your reach, and best practices we’ve honed across clients of all budgets.
Once rather maligned, the GDN provides a number of targeting options that allow you to leverage the thousands of data points they collect on users across the web. Among the most effective targeting options when it comes to both demand generation and direct response are:
Keyword contextual targeting
Choose your top 10-15 keywords and let Google place ads accordingly.
My strong recommendation is to start off with content-based keyword targeting first; this gives you more control over what is being targeted (websites relevant to your keywords). When you select “audience”-based keyword contextual targeting, you end up targeting a significantly larger group of users where the targeting is not only websites relevant to your keywords but also audiences who may be interested.
This gives Google a lot of power to find users – but it also opens you up to more risk. By starting out with content, you are taking a low-risk approach to GDN. As you see success and build up conversion history, feel free to experiment with audience targeting.
Based on audience behavior, Google determines users who are currently shopping for different products/categories. The feature combines search intent with display’s reach, and it’s definitely worth testing.
Custom affinity audiences
If you provide Google with competitor websites or industry-relevant domains, CAA will analyze the types of audiences visiting those sites (demographics, interests, website topics) and target audiences similar to them. I recommend that you test by starting off with your top 5 competitors.
As you build conversions – about 40+ conversions is a good benchmark – I would strongly recommend switching your bidding style to CPA optimizer and allowing Google to leverage its thousands of data points and optimize towards your target CPA. We’ve had a lot of success with this option.
The Facebook/Instagram duo offers powerful audience targeting capabilities. We’ve seen two strategies work consistently:
Make use of lookalike targeting and base your seed lists off your customers
Rather than taking your full customer list, however, segment by identifiable characteristics. I typically recommend high LTV or high AOV, or segmenting by category/type depending on the product or business. If you have a big enough seed list, start by testing a 1% audience, as those users will be most similar to your existing customers.
Use interest/behavior targeting and insights from the platform’s Audience Insights tool
Upload your top customers to Audience Insights and analyze the valuable demographic, interest-based data. Now begin building various personas of audiences you want to target (each ad set should represent a different persona).
When selecting your targeting options within Facebook, layer in demographic data from the Insights tool to make these audiences more relevant.
I recommend this fast-growing channel more for ecommerce than B2B. Remember that Pinterest is somewhat intent-driven, as users are typing in keywords to look for relevant pins. Start off with your top keyword list and test from there, and focus on strong creative that can stand out among the many other pins.
Your Pinterest creative should be eye-catching, high quality, and include compelling images of the product. Write detailed descriptions highlighting the most compelling aspects of the product and inviting users to click on ad, and leverage text overlays on your pins to help any core message stand out.
Twitter tends to perform well for B2B or more technical businesses. I recommend that you leverage lookalike targeting on your top-performing customer segments; you can also try targeting followers of certain influencers who may be core to your brand or followers of competitors in the industry.
Last general recommendation: begin leveraging these options ASAP so you can build up a retargeting audience to engage when purchase motivation is higher. Cast a wide net now, and you’ll have more fish to land in the holiday season.
Gfycat, fresh off its $ 10 million seed round and debut of its first mobile app for texting and editing its own flavor of GIFs, announced today that it’s acquiring the Mac desktop application GIF Brewery in an effort at expanding its GIF creation capabilities. The GIF Brewery app, which lets users create, edit and share GIFs from their Mac, has seen over 110,000 downloads to date, and… Read More
Startups – TechCrunch