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Googles John Mueller Says Parameters in URLs Do Not Matter by @MattGSouthern

3/31/2018

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Google’s John Mueller Says Parameters in URLs Do Not Matter by @MattGSouthern

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In the latest instalment of Google’s SEO Snippets Q&A videos, John Mueller answers the question:

“Will removing .html from my URLs help my site?”

The short answer is: no. Mueller says Google doesn’t care whether URLs end in .html, .php, .asp, or have no parameters at all. No matter what a URL ends with it will still show up in search the same way in search results.

In fact, removing parameters from URLs may even harm the site. Removing parameters from is the equivalent of restructuring a site, and old URLs will need to be redirected to the new ones. Like any site restructuring, it will take time for it to be reprocessed by Google.

If you’re in a situation where you absolutely have to remove parameters from URLs, like moving to a content management system that doesn’t allow them, Mueller recommends doing this during a time when you’re less dependent on search traffic.

See below for the video, along with a transcript of Mueller’s full response.

VIDEO

”URLs are important for search engines like Google. Do they care which endings your URLs use though? The answer is no.

Google uses URLs to identify pieces of content. Whether your URLs end with .html, .php, .asp, or just have words in them, doesn’t really matter to Google. All of these URLs can show up in search in the same way.

That said, if you need to change your URLs, for example if you move to a new content management system that doesn’t allow you to use .html URLs at all, keep in mind that this change would be a restructuring of your website. You would need to redirect the old URLs to the new ones.

This kind of change can take quite a bit of time to be reprocessed. So picking a time when you’re not dependent on search is a good idea. And because it can take time we don’t recommend doing this kind of change on a wim. When making URL changes pick URLs that you’re sure can last a longer period of time.”





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March 31, 2018 at 10:48PM
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Facebook No Longer Allows Ad Targeting With Third-Party Data by @MattGSouthern

3/31/2018

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Facebook No Longer Allows Ad Targeting With Third-Party Data by @MattGSouthern

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Facebook is shutting down Partner Categories, which was a product that allowed third-party data providers to offer their targeting capabilities to Facebook advertisers.

This includes data aggregators like Experian and Acxiom that are able to provide clients with offline data to improve ad targeting, such as purchasing activity outside of Facebook.

This is a common industry practice, as Facebook itself has noted, but the company believes disabling Partner Categories will improve users’ privacy on Facebook.

To be sure, this change should certainly lead to less so-called “creepy” advertising on Facebook. You know, the ads that seem to be almost too perfectly targeted based on purchasing habits on other sites.

It’s also important to mention that this change comes amid the fallout from the Cambridge Analytica data privacy scandal. While Partner Categories were not directly related to the scandal, this is a move that may help restore users’ confidence that Facebook will protect their privacy going forward.





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March 31, 2018 at 09:01PM
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Instagram Brings Back GIFs in Stories by @MattGSouthern

3/31/2018

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Instagram Brings Back GIFs in Stories by @MattGSouthern

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After being removed earlier this month, Instagram has brought back the ability to use GIF stickers in stories.

Both Instagram and Snapchat removed GIF stickers once it was discovered that an offensive GIF made its way into the library. So far only Instagram has restored this feature.

GIPHY, the company that hosts the library of Instagram’s GIF stickers, tells TechCrunch it has reviewed its library 4 times and will now review any new GIFs being added. GIPHY has also apologized that the offensive GIF was ever allowed into the library and takes full responsibility.

”We take full responsibility for this recent event and under no circumstances does GIPHY condone or support this kind of content. The content was immediately removed and after investigation a bug was found in our content moderation filters affecting stickers. This bug was immediately fixed and all stickers were re-moderated. We have also finished a full investigation into our content moderation systems and processes and have made specific changes to our process to ensure something like this does not happen
again.”

Despite the problem being fixed and Instagram restoring the use of GIF stickers, Snapchat says it has nothing new to share in regards restoring the feature on its app.





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March 31, 2018 at 07:45PM
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Instagram Introduces Full Screen Support for Ads in Stories by @MattGSouthern

3/31/2018

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Instagram Introduces Full Screen Support for Ads in Stories by @MattGSouthern

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Instagram is making it easier for businesses to create full ads that can be used in Stories.

Now, when uploading content in Ads Manager it will be automatically converted into the full screen Stories format.

Advertisers will first have to upload a single photo or 15-second video within Instagram Feed aspect ratios in Ads Manager. The content can then be used as a regular in-feed ad, or be automatically converted to a Stories ad.

Instagram will not convert the ad to full screen format by zooming in on the content, which is good because that would result in content on the sides getting cut off. Rather, Instagram uses pixel matching technology to automatically select a background gradient to fill the unused space with.

If the advertiser is using square or landscape content, then text that would otherwise be included in the Instagram feed will be added in stories text font below the photo or video.

In the example below you can see what it looks like when a square photo in the Instagram feed is converted into the full screen stories format.

This feature is now available to all Instagram advertisers.





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March 31, 2018 at 07:30PM
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LinkedIn Introduces Video Ads and Video for Company Pages by @MattGSouthern

3/31/2018

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LinkedIn Introduces Video Ads and Video for Company Pages by @MattGSouthern

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LinkedIn has finally jumped on the video ad bandwagon with video for sponsored content. LinkedIn is also giving businesses the opportunity to add video to company pages.

Video for sponsored content are ads that can be placed in the LinkedIn news feed as a standalone post. These video ads have a persistent call to action button, giving businesses the opportunity to capture leads at any point throughout the video.

Video for sponsored content can be targeted by traits like job title, seniority, company name, industry, skills, and more.

Performance can be measured through insights and breakdowns of the types who’s watching the ads, who’s engaging with the ads, and who’s converting. Businesses can also see breakdowns of the number of leads, sign-ups, website visits, and other actions generated by video for sponsored content.

In addition to video for sponsored content, LinkedIn is also giving all companies and publishers the ability to showcase video on their company page. LinkedIn notes that company page video is 5x more likely to generate conversation, compared to other types of content.

Video for Sponsored Content and Company Pages will be available to all businesses in the next few weeks.





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March 31, 2018 at 07:00PM
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Google April Fools Joke: Find Waldo in Google Maps by @MattGSouthern

3/31/2018

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Google April Fools Joke: Find Waldo in Google Maps by @MattGSouthern

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In celebration of April Fools Google has released a limited-time feature in Google Maps which will be available for the next week.

Waldo of “Where’s Waldo” fame can now be found in Google Maps. Just open the Google Maps app and you’ll see Waldo waving at you from the side of the screen. Tap on him to start the game.

The game will take you through a series of different locations, advancing from one to the other after Waldo has been found.

Here’s a screenshot I took of the first level (hint: Waldo is near the middle).

Extra points and badges can be earned by finding Waldo’s friends, who are also dressed like Waldo, and his dog.

You can end the game at any time and return to your current location in Google Maps. Could be a fun little way to pass time if you’re traveling to visit friends or family this week.





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March 31, 2018 at 06:15PM
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Goo.gl Shutting Down These are Your Options by @martinibuster

3/31/2018

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Goo.gl Shutting Down – These are Your Options by @martinibuster

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Google announced they are discontinuing their popular URL shortening service, goo.gl. Current users of Goog.gl can continue to use their Goo.gl console for an additional year. The Goo.gl console will permanently shut down on March 19, 2019.

Will Goo.gl Links Stop Working?

The answer is no. Goo.gl links will continue to function. However the Goo.gl console will stop functioning, meaning that you may lose control of those redirects. Fortunately, Google is providing resources for migrating away from Goo.gl and a year to do it. Here is what the Goo.gl home page advises:

You will be able to view your analytics data and download your short link information in csv format for up to one year, until March 30, 2019, when we will discontinue goo.gl. Previously created links will continue to redirect to their intended destination.

What Next for Goo.gl Users?

Google is not leaving Goo.gl users without options. The reason Goo.gl has been shut down is because it has been superceded by new technology called Firebase Dynamic Links (FDL). Google is encouraging users to transition to FDL, Bit.ly or Ow.ly.

“Starting April 13, 2018, anonymous users and users who have never created short links before today will not be able to create new short links via the goo.gl console. If you are looking to create new short links, we recommend you use Firebase Dynamic Links or check out popular services like Bitly and Ow.ly as an alternative.”

Why is Goo.gl Shutting Down?

Google is focusing their resources on a new technology called Firebase Dynamic Links (FDL). FDL is an evolution of shortlinking technology that bridges the web and mobile app environments, providing a seamless path between them.

What is Firebase Dynamic Links?

FDL is part of a larger suite of products focused on app developers. The importance of FDL is its ability to provide a seamless link between a website and a mobile app. With FDL your business can provide a deep link straight to any location in your app. Here is how Google’s documentation describes FDL:

“Firebase Dynamic Links are links that work the way you want, on multiple platforms, and whether or not your app is already installed.

With Dynamic Links, your users get the best available experience for the platform they open your link on. If a user opens a Dynamic Link on iOS or Android, they can be taken directly to the linked content in your native app. If a user opens the same Dynamic Link in a desktop browser, they can be taken to the equivalent content on your website.”

Should You Migrate to FDL?

Firebase Dynamic Links promises to be free forever. If your business has an app or may have an app in the future, FDL may be useful for providing new and better experiences for users.

If your business is focused on app installs, then FDL could be useful for driving app installs.

FDL links also continue the traditional shortlinking function and Google welcomes consumers to migrate to their platform. But the welcome isn’t particularly enthusiastic, as Google also encourages users to check out competing URL shortening services.

Nevertheless, you may wish to at least give FDL a try to see if it provides the analytics functionality you need. If in the future your business decides to transition to an app, having existing FDL links may make the transition easier.

Why is Google Soft Selling FDL to Goo.gl Users?

But it’s not a very hard sell, especially as they also encourage consumers to try Bit.ly and Ow.ly.

That could be a reflection of the fact that FDL is free while Firebase is a suite of free and paid products aimed at app providers and developers. Google won’t make money on FDL, but they will earn income with Firebase.

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March 31, 2018 at 01:29PM
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Social Media Cold Outreach: How To Send a LinkedIn Message to Anyone on LinkedIn

3/31/2018

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Social Media Cold Outreach: How To Send a LinkedIn Message to Anyone on LinkedIn

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social media cold outreach

Can you remember the first time you cold-called someone?

Just thinking about it makes my palms sweaty.

My heart was pounding out of my chest as I dialed.

And I tried to think ahead to how I would introduce myself and make a connection, but the nerves just clouded my mind.

Each ring of the phone just made the anticipation grow.

And then:

*Beep*

I got sent to voicemail.

That first experience sticks with anyone who’s ever cold-called someone, and in some ways, it creates an aversion to any type of cold-messaging.

To be fair, cold outreach is a difficult task to master.

You probably don’t necessarily relish getting messages from people you don’t know, but that doesn’t mean it’s not effective.

And there are methods that allow you to cold-message effectively in ways that bring in new business or create opportunities.

I’m talking about LinkedIn Messaging, which has been proven to be three times more effective than email.

I want to show you how you can use this powerful tool to reach anyone who has a LinkedIn account.

I believe that once you know how to do this, you’ll never fear cold-messaging ever again.

Let’s start by introducing you to this tool and how much it can help your business.

Why use LinkedIn Messaging?

LinkedIn currently boasts more than 500 million users.

Want to know a big secret?

You can send a direct message to every single one of them.

So needless to say, LinkedIn’s messaging platform has taken the business world by storm in recent years.

InMail’s response rate averages three times higher than a normal email, which means the potential for networking is incredibly high.

And that’s vital because 80% of LinkedIn members consider networking to be a large part of their professional success.

It’s a proven site for lead generation.

And almost all of the sales teams of B2B companies rely on LinkedIn InMail and messaging to generate leads.

It’s the perfect platform for sharing content, creating connections, and closing business deals.

And LinkedIn’s Smarter Messaging is designed to help you do exactly that.

The overall goal of LinkedIn is to help you build business relationships with other users.

When you do that, your growth opportunities (and hopefully your revenue) will expand exponentially.

Which means your next sale, job, or project is just around the corner on LinkedIn.

But don’t take my word for it.

Digital marketers everywhere are praising the virtues of LinkedIn’s messaging capabilities:

linkedin message

Chris reported a 20% response rate and high conversions when using LinkedIn for cold messaging as well.

Do you see why this platform can be so powerful for you?

All you need to do is find the right person to connect with.

And LinkedIn allows you to search for individuals with an incredible amount of precision.

So let’s get started on how you can start messaging others on LinkedIn.

To kick things off, I want to familiarize you with what your LinkedIn messaging area looks like:

messages

It looks pretty basic, right?

I would imagine it’s similar to your email account, and that’s the beauty of it.

It’s designed to be easy enough for anyone to jump in and use effectively.

And if you want upgraded features, like the ability to send InMail to people who aren’t a connection, you’ll need to upgrade to LinkedIn’s Premium services.

Activating it is easy, all you have to do is select a plan.

I let mine lapse, so I was actually offered a free month.

linkedin messaging

But normally, you can sign up for as low as $79.99 per month, and it’s totally worth it.

Go ahead and activate the plan you’ve selected.

linkedin messaging 2

Input your payment information and start using your new features.

Now that you’re ready to message, let’s start looking at ways to find and message the right people.

To get started, we’ll look at the anatomy of a message that will help you connect.

Then, I’ll show you how you can start finding anyone who has a LinkedIn profile.

The anatomy of an impactful cold message

Effective cold messages aren’t created in a vacuum.

You need to take a carefully calculated approach in order to weave a message that warrants a response.

Most marketers who have spent time sending out cold messages agree on some rather important traits, such as:

  1. A narrow target audience
  2. Short and simple
  3. Fosters connection
  4. Positive
  5. Testable

But what does that look like in application?

Well, here’s a perfect example of a cold message that not only engaged its target but also landed the sender a job.

good linkedin message

Notice all of the elements I’ve highlighted.

It’s personal, gives context, shows genuine interest, and isn’t longer than three paragraphs.

More importantly, the intent is clear.

The writer wants to find a way to help the company “reach and exceed” its current growth goals.

How do you think this compares to your cold messages?

Are you clear, concise, and engaging?

And this approach isn’t just one I’ve made up.

Here’s another example from Dude Robe founder Howie Busch:

improve reply rate

This message has the exact same elements as the first example.

Want to know how well it performed?

Busch got a staggering 75% reply rate.

He kept it short and to the point, and created an interest in his audience that prompted curiosity and action.

So I hope you see that messaging matters, even when it’s on a cold lead.

Take all of the elements I’ve shared here into account before you start sending out your cold LinkedIn messages.

How do you create these connections on LinkedIn?

I want to show you LinkedIn’s messaging process now, which will allow you to send a message to anyone who has a profile.

And first up is a group of people you already know.

Message your connections

Some cold campaigns don’t have to start with a cold message.

In fact, with LinkedIn, many of your “cold” messages shouldn’t be all that cold when starting out.

Hopefully, you have an established group of contacts on LinkedIn that you can reach out to so you can get a little bit of momentum.

And you can leverage your existing connections to build inroads into their networks.

That is exactly what networking is in real life.

It’s an introduction from a mutual acquaintance, a handshake, and a conversation.

So this approach means messaging your first-degree connections on LinkedIn first.

Thankfully, messaging connections is simple. It doesn’t require InMail, and it allows you to tap into your network with ease.

The easiest way to send a message to a connection is to simply open up the messaging tab on your feed.

messaging

You’ll be sent to the messaging page we looked at earlier.

From there, you’ll want to compose a new message.

message connection send 2

Add the contact you want to reach out to in the address bar.

message connection send 3

Type in your message and then send.

It’s quick, easy, and can help you build a new connection or gain momentum for your campaign.

But that’s not the only way to send a message.

In fact, I don’t really think it’s the best way, and you’ll see why later.

To use the second method, simply go to the profile of the individual you want to connect with.

message connection

As you can see, one of the very first elements that stands out is the blue “Message” button.

When you click it, a pop-up messenger box will appear, and you can send your message accordingly.

message connection send

Type in your message and hit send.

Now, all you have to do is wait for your response.

Like I mentioned earlier, you can use this method to collaborate, get feedback, or to ask for an introduction to a second-degree connection.

However you use it, just make sure to follow the same procedure on your actual message.

You’ll be one step closer to building your network and warming up a potentially cold outreach.

And that brings me to the second group of LinkedIn users: second-degree connections.

Messaging your second-degree connections

A second-degree connection on LinkedIn means both parties are direct connections of the same person.

In plainer terms, this is when you have a mutual acquaintance or connection with someone who acts as the bridge.

A “friend of a friend” if you will.

Which means you’ve finally reached the point where your cold outreach actually starts.

If you’ve already asked for an introduction, that’s great.

But if you don’t have time for your mutual connection to help create a link, it’s possible to send a message directly.

The easiest way to message these types of connections is with InMail.

Start by going to your first-degree connection’s profile.

2nd and 3rd

Notice in the top right corner that you can opt to see their connections.

This is where you’ll find all of the second-degree connections you share with this person.

If you have a large group of first-degree connections on LinkedIn, you could potentially have tens of thousands of second-degree connections.

Go ahead and click the link to see the full list of second-degree connections.

2nd degree

Now, you’re given page upon page of potential connections that you can connect with.

If you want to become a first-degree connection, simply hit the connect button next to their name.

However, in most cases, you’ll likely want to opt for a simple cold message.

Find the contact you want to message and click on their profile.

2nd degree inmail

This page looks a lot different, doesn’t it?

Instead of being able to just fire up your messaging, you’ll have to send an InMail.

Depending on which type of premium service you’re using, you’ll only be able to send a certain amount of InMail.

That means finding the right connection to attempt is an important part of your considerations.

Once you find the right contact, click the InMail tab to pull up the messaging tab.

2nd degree inmail message

Type in your message and then send it.

Now that you’ve learned how to find and message first and second-degree connections, you should have a massive pool of potential connections to make.

But there’s still one more step you can take before you’re close to exhausting your LinkedIn search.

Messaging your third-degree connections

Third-degree connections are people who are connected to your second-degree connections.

These are individuals who are just one link further away from your active network.

While they might not be the most attractive potential prospects, this is usually where the cold messaging has its most significant test on LinkedIn.

And because LinkedIn is constantly changing their platform, the process to connect with a third-degree connection is a little tougher too.

You used to be able to view a second-degree connection’s pool of contacts to find a mutual link, much like I showed you in the previous section.

But recent updates have changed that.

The new process requires a manual search for people, and you won’t be able to know where your potential connection comes from.

First, search for People in the search bar at the top of the page.

search for people

Once you click on this, you’ll see a page that has a list of first and second-degree connections.

To change it to third-degree, you’ll need to click on the “Connections” filter and select the “3rd+” option.

3rd degree search

This sets the search results to only give you third-degree connections.

And you’ll be a little overwhelmed by the extensive list of results.

3rd degree search 2

The biggest issue here is that it doesn’t tell you who the mutual connection is through, which makes it harder to spin your message in a way that allows you to connect.

You can send an InMail message like you did with your second-degree connection, but without knowing more about your prospect, it’s just a shot in the dark.

So like I said, the true test of your cold message happens at this level.

And there is still one more group of people that you can reach out to with this method that might give you better results.

There are individuals on LinkedIn that you probably don’t have any mutual connections to that can still provide value to your business.

How do you reach those people?

That’s what I want to look at next.

Messaging individuals with no connections

If there’s an individual on LinkedIn that you have no feasible connections to, they’ll still appear as a third-degree connection, but there’s an easier way to find them.

To connect with such an individual, provided they have a LinkedIn profile, you’ll have to input a direct search of their name.

Let’s say, just for example, that you have an idea to pitch to Conan O’Brien.

How would you find him?

Simply type in his name on the search bar.

search for person

Once you find him in the search, you can click through to view his profile.

Now, you have a few options.

third plus

Your first option is to try to connect.

I don’t recommend this though because, when you’re pitching a complete stranger, they’re more likely to ignore this type of message.

And if they disregard your invitation to connect, your message gets deleted with it.

So personally, I recommend you save your InMail credits for this type of targeted approach.

Remember that a specific audience is an important part of creating a message that yields results.

While these might be a little harder to land, you’re still able to find and connect with anyone who has a LinkedIn simply by knowing their name.

And that means you should now be able to contact literally anyone on LinkedIn, cold or hot.

But that doesn’t mean you’re done with potential avenues for connection.

There’s one more way to reach influencers and try to improve your cold outreach.

Messaging LinkedIn Group members

Last but not least, a method I like to use for LinkedIn cold outreach is to find influential and active Group members.

This method is also great because it doesn’t require InMail, which means you don’t need a premium account to use it.

Anyone can join groups and send direct messages to other group members.

Which makes this an ideal way to reach out to influencers and cold prospects.

Here’s how to find and message individuals who are in your Groups.

Start by clicking the “Work” tab on your menu and then clicking the “Groups” option.

group messages

From here, you’ll be taken to your Groups homepage.

You’ll want to click the “My Groups” tab to get a better breakdown for our purposes.

my groups

Once you do, select a group that matches the demographics of your target audience.

select group

Find the summary of the Group on the right side of the page.

It will look like this:

message group

As you can see, this Group has 1.8 million members.

You can message every single one of them too.

Click on the link to see a full list of everyone in the Group, then find the connection you want to message.

message group result

In these instances, I typically recommend doing a bit of research before you pitch.

Contacting active members will be way more profitable than simply blasting a message to everyone in the Group.

You can click on the profile to learn a little more about your potential lead.

Then once you’ve made a decision, click the message icon.

You’ll be taken back to the LinkedIn messenger.

send message

Which means you’ve now just expanded your free pool of potential prospects by however many individuals are in the Group.

In this case, you would now have 1.8 million potential cold prospects to message.

And that means you’ll need some help sending all of those messages.

Save time with automation

Thankfully, if you build up a massive list of prospects to send a cold message to, it won’t take you an insane amount of hours to send them all your message.

That’s because there are tools like the LinkedIn automation tool Recruiter Nerd.

linkedin autoamator tool

It’s a Google Chrome plugin that allows you to send mass invites and messages with ease.

It even integrates with LinkedIn’s Sales Navigator tool to help you quickly analyze and contact potential leads.

To use it, simply add it to your Chrome extensions.

Then, you’ll be able to add different leads to a list of other similar prospects.

add to group

Once you do this, you can send a mass message to each of these leads in one simple window.

send a personalized message

Once you’ve sent it off, all you have to do is wait for a reply.

It’s a simple and convenient tool to help you increase your sales and broaden your social network with personalized cold messages.

Conclusion

Hopefully, by now, your palms are a little less sweaty when you think about sending a cold message.

Because I’ve shown you how to find anyone on LinkedIn and send them a personalized message that has a great chance of being read.

Start with your first-degree contacts. They know you and can foster a connection with colder leads.

If you can’t do that, move on to your second-degree connections. While they’re still a cold lead, your mutual connection is a great starting point for building a professional relationship.

Once you’ve exhausted your second-degree connections, move on to the third-degree. There are millions of potential leads just waiting for you to find them here.

And if you have a specific lead you want to contact, reach out personally with an InMail.

If you want to find leads from a specific industry, consider finding active Group members who would be interested in what you have to say.

With Groups, you won’t have to pay for InMail, and your mutual interest will foster connection.

And finally, don’t neglect automation techniques. They will save you time and ultimately help you make money on your cold-messaging efforts.

Your success with cold messaging on LinkedIn depends on the effort you put into it.

But thankfully, the odds are in your favor.

And you have millions of options to choose from.

What methods have you used when prospecting leads on LinkedIn?

The post Social Media Cold Outreach: How To Send a LinkedIn Message to Anyone on LinkedIn appeared first on Neil Patel.





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March 31, 2018 at 09:01AM
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Introducing the Google Analytics Sample Dataset for BigQuery

3/30/2018

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Introducing the Google Analytics Sample Dataset for BigQuery

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The Google Analytics integration with Google BigQuery gives analysts the opportunity to glean new business insights by accessing session and hit level data and combining it with separate data sets. Organizations and developers can analyze unsampled analytics data in seconds through BigQuery, a web service that lets developers and businesses conduct interactive analysis of big data sets and tap into powerful data analytics.

To help you learn or teach practical experience with analyzing analytics data in BigQuery, we are pleased to announce the availability of a Google Analytics sample dataset. This is accessible directly through the BigQuery interface. The dataset includes data from the Google Merchandise Store, an Ecommerce site that sells Google branded merchandise. The typical Google Analytics data you would expect to see such as AdWords, Goals and Enhanced Ecommerce data can be queried. You can see the fields part of the export schema that you can query here.

Google Analytics Sample Dataset for BigQuery
When it comes to helping businesses ask advanced questions on unsampled Google Analytics data, we like to use BigQuery. Its fast and scalable for big data analytics. When providing trainings on the benefits of the Google Analytics and BigQuery integration, there is nothing like having a high quality dataset with sufficient volume to be meaningful. That's why we are so pleased to see the public availability of a robust Google Analytics sample dataset with marketing and ecommerce data. Everyone can experience big data analytics!
- Doug Hall, Director of Analytics, Conversion Works
Self-Learning 
You can use the sample dataset to learn how granular information can be extracted from analytics data in BigQuery. We’ve created this guide to help you create queries to find answers to the following for the Google Merchandise Store:
  • What is the average number of transactions per purchaser?
  • What is the percentage of stock sold per product?
  • What is the average bounce rate per marketing channel segmented by purchasers?
  • What are the products purchased by customers who previously purchased a particular product?
  • What is the average number of user interactions before a purchase?

Education Programs
If you’re an educator trying to teach others to use BigQuery, then we encourage you to use the sample dataset as a tool. You can use it to create task based assessments and other learning materials for your students. We’ve started to do just that by integrating it into our education courses.

The Analytics Academy provides an introduction to BigQuery in their Getting Started with Google Analytics 360 course. The Data Insights course by the Google Cloud team provides an in-depth look at BigQuery with practical exercises.

Access the Dataset
You can learn more about the dataset including how to get access in this help article. If you need some help, please let us know through the Advertiser Community. Share any feature requests or ideas to make the dataset more useful. We hope the dataset gives you a practical way to learn about the benefits of analysing Google Analytics data in BigQuery.

Happy analyzing!
Posted by Deepak Aujla, Program Manager, Google Analytics Solutions




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March 30, 2018 at 05:38PM
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John Mueller Rebuts Idea that Google Uses Domain Authority Signal by @martinibuster

3/30/2018

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https://ift.tt/2pTUJO8

John Mueller Rebuts Idea that Google Uses Domain Authority Signal by @martinibuster

https://ift.tt/2E7xmVy

There has long been a debate as to whether a site or domain can contain authority. Some people feel that Google has a metric that allows a site to rank pages more easily than other sites. While others feel a site authority metric creates a bias favoring older sites. Who is right? John Mueller provides an answer.

Search marketing expert Bill Hartzer asked a question on the recent Reddit AMA with John Mueller about a domain authority ranking signal. John Mueller’s response deflected a straight answer but also was consistent with all previous responses from Googlers that a domain authority ranking signal is not in use at Google.

Image of Google's John Mueller's response to a question on a Reddit AMAGoogle’s John Mueller denied the existence of a domain authority ranking signal with a tongue in cheek response.

Difference Between Domain Authority and Domain Authority

There is an idea in SEO that sites that accumulate age and links also accumulate what’s called Authority. This is interchangeably known as Site Authority and Domain Authority, although some may quibble that Domain Authority is more tightly associated with domain names. Nevertheless, both terms are used interchangeably. The concept of domain authority has been around since at least 1999, with the publication of a paper by Jon Kleinberg called, Authoritative Sources in a Hyperlinked Environment.

It is this concept of domain authority that is behind the choice of the phrase Domain Authority for Moz’s metric that is also called, Domain Authority. Moz’s metric is their own secret calculation based on their idea of what ranking signals are needed to rank in Google. Moz’s Domain Authority is strictly their own editorial decision based on their understanding of ranking signals and is not what is under discussion here.

History of Site/Domain Authority

15 years ago the overall PageRank score of a site could cause a bias in Google search results that favored sites with a large amount of PageRank. It was not unusual to see the same site rank for phrases such as Web Design San Francisco as well as Web Design Nashville, based solely on the high PageRank score of the main page of the website.

There is a history to the idea and it starts with a famous algorithm called HITS. The HITS algorithm divided the Internet link structure (aka link graph) into hubs and authorities. Hubs were good sites that linked out to good sites. Authority sites were sites that received the most links from hubs. An analogy would be if you were shopping for a car and several friends recommended the dealership down the road from the local malls. The friends making the recommendations would be the hubs and the dealerships would be the authority sites. Here is the research paper from 1999.  The HITS algorithm featuring the concept of site authority was state of the art… for 1999.

PageRank came afterward and it was noticed that sites with high PageRank tended to rank better. Google’s algorithm was biased toward sites with high PageRank. That’s why in this sample SEO Proposal published in 2003 https://ift.tt/2uBplsI one of the goals of the SEO project was to incraese PageRank:

Link popularity building campaign

To achieve high PageRank (link popularity)
…high-quality sites receive a higher PageRank, which Google remembers each time it conducts a search.

That is the root of the idea of Domain Authority. It started with Jon Kleinberg’s Hubs and Authorities algorithm in 1999 and the idea was further reinforced by Google’s PageRank. Site authority/domain authority was a valid idea based on observations in Google’s search results. The idea of domain authority was created for a time before statistical analysis and before large scale CTR testing was introduced.

Observations base don Google’s search results pages in the early 2000’s are one of the origins of the concept of Site Authority/Domain Authority. The other source is the Kleinberg Hubs & Authority algo which predates PageRank.

Evidence of Site Authority

A hypothesis is an explanation for something you can observe. Examples of hypotheses are that the sun revolves around the earth and that the earth is flat.

A theory is an idea that has been tested, that has substantiating evidence. An example of a theory are explanations based on official statements from Google, research papers you can read, patents that you can read.

No SEO will ever point to a Google patent or research paper to justify the idea that a Site/Domain Authority exists. Wikipedia has published a page about Domain Authority  and the footnote links do not cite a single research paper or patent by Google. Not one.  According to the footnotes, Wikipedia’s information is largely based on blog posts by SEOs. There are no links to anything official from Google.

The fact that no such official confirmation or evidence exists logically presents a high likelihood that the domain authority ranking signal does not exist. That fact pushes the concept of Site Authority into the classification of Hypothesis.

But let’s set that aside for now and review the evidence for the hypothesis of site authority and why the belief persists.

New Pages on Old Sites Perform Better

The classic hypothesis for site authority is based on the observation that new content on an existing domain performs better than the same content on a new domain.

Is that evidence that an old site has more authority? Or is it evidence that a new site is trying to rank for keywords that are beyond it’s pay grade? A brand new site can rank for phrases. Under competitive circumstances, no site, whether new or old, has a high likelihood for ranking a new web page. The more competitive a keyword phrase is the more difficult it is to rank.

So it follows that a new sites inability to rank is tied more to the fact that it is missing the signals neccessary for ranking in competitive spaces. Those signals can be social media mentions, links, brand name mentions, comprehensive nature of the content itself, ratings, user generated content on the site that indicates site visitors are engaging with the site and so on.

Those are a lot of signals that help a site rank better. taken together they can signal that a site has authority. But they are not a site authority metric. They are a vast amount of signals common to Google’s Core Ranking Algorithm.

True definition of site authority

The True Definition of Site Authority?

Some SEOs say they use the phrase Site Authority to loosely refer to those signals that indicate that a site has a high quality. That’s a useful way to describe what Site Authority really is.

I discussed the concept of site authority with search marketer Steven Kang, administrator of the popular SEO Signals Lab Facebook Group and he explained his reason for using the phrase Site Authority:

“I am just labeling that unknown multiplier effect as a trust factor, that’s all.”

That’s a realistic definition of Site Authority, as a catch-all for all the quality signals that Google uses in it’s core algorithm. It’s not asserting that Site Authority is an actual signal or metric in itself that is in use at Google. It is simply shorthand for all the signals that are in use by Google.

What Makes a Page Relevant?

The reality is that high PageRank sites no longer dominate the SERPs. That makes it difficult to insist that a metric like Site Authority or Domain Authority is influencing ranks. This is something you can confirm with your own eyes. The sites with the most links no longer win the top of the ranks.

It is well established that Google is looking at CTR and Viewport metrics to identify what kinds of sites satisfy users the most. User sastisfaction is the ultimate decider of what site gets to rank number one not which site has the most links or which site is the most spam free or any combination of those kinds of metrics.

Why a Site Authority Signal Would Not Work

A web page doesn’t need to have a high PageRank, Site Authority or Domain Authority in order to rank well. A page needs to be relatively spam free and generally have qualities that define a good user experience. Inbound links help build credibility that a page is useful. That’s enough to be considered for ranking.

Now, if you dial up the influence of things like site age, domain TLD (.edu, .gov, .com), inbound links, sites with links from .gov or .edu sites, take your pick, what would happen is that little sites would start to lose their positions.

That would be an unfair bias toward small sites that may contain the best answer to a search query. What counts today is the relevance to a user, not how many links a page or a site has.

The ultimate evidence that Google does not use any form of Site Authority or Domain Authority metric is found in the huge body of publicly filed patents and research. There is absolutely no evidence that Google has created and used any kind of Domain Authority metric. If they did, I who collect and read research papers and those like Bill Slawski who write about patents would be talking about it. But the literature is not there.

That and the fact that Googlers have repeatedly stated that no such metrics exist at Google should be enough to kill the idea. But for some reason the idea of Site Authority still exists. Why?

Facts About Domain Authority

Google has come a long way since 2003. The concept of Domain/Site Authority should be set aside because it is no longer valid. To some SEOs the idea of domain authority seems almost eternal and unchangeable, like the right to free speech and guns. Out of their cold dead hands. But let’s tally up the facts:

  • Googlers have consistently stated that Google does not use any Domain Authority metric
  • Google have never researched or patented a domain authority metric
  • The concept of site authority is nearly 20 years old and irrelevant. The algorithms based on that were discarded, depreciated or updated.

An honest and objective review of the concept of site authority has only one conclusion: Site/Domain authority does not exist as a metric that is in use at Google.

Images by Shutterstock, modified by author

Screenshots by author





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March 30, 2018 at 03:36PM
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