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6 Things You Must Do Before You Ever Accept Guest Posts by @seocompanymiami

4/29/2017

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6 Things You Must Do Before You Ever Accept Guest Posts by @seocompanymiami

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Guest posting can be an incredibly valuable marketing tactic. For most, guest posting is all about publishing your content on other websites. However, there is also a big opportunity when you allow others to guest post on your website.

Accepting guest posts is a great way to grow your blog without having to do a ton of work. Guest posters will share their content when it’s published and will subsequently promote your blog. Free marketing! That free marketing can lead to more social media shares and, hopefully, links to your site.

But accepting guest posts isn’t easy in the beginning. You need to prepare.

Here are six things you must do before you ever accept guest posts.

1. Figure Out Your Goals

Publishing guest posts on your blog is almost guaranteed to bring in new visitors to your website. So what are your goals for these extra visitors?

  • Do you want them to subscribe to your email list?
  • Is your ultimate goal to increase your conversions or your click-through rate?
  • Do you want more social media followers?

Whatever your endgame might be, it’s important to put some thought into it before you allow people to start guest posting. You can then prepare your website to best utilize the extra traffic to meet your specific goals. A big mistake companies make is running toward this strategy hoping to reap all the benefits, and oftentimes their website is unprepared and they end up actually missing opportunities.

If you want people to sign up for your email list, include a contact form and maybe even a sign-up incentive on the first page of your site so no one will miss it. If you want to increase conversions, consider running a sale or promotion around the same time you publish your first guest post. Set a goal (or a few), prepare your site, then let your guests do the marketing for you.

2. Create Guest Posting Guidelines

Once you open your blog to guest posts you’re bound to get a lot of inquiries about your expectations for posts. You can save yourself some time and easily address these questions by posting a guidelines page (check out SEJ’s rules for guest contributors page as one example). This will also let visitors know that you’re open to guest posts and hopefully encourage them to contact you.

Consider including information about how long you want posts to be, some possible topics you’re interested in, your preferred style of writing, and any incentives you might be willing to offer.

SEJ writers program

For instance, SEJ’s Writer’s Program page lists a few nice perks to attract writers:

  • Share your expertise with a whopping 1 million+ monthly viewers, over half of whom are internet marketers.
  • Earn up to $75 in Amazon gift cards each month for top performing articles.
  • First dibs on free conference press passes in exchange for covering it on SEJ.
  • Access to exclusive SEJ programs and events including webinars, SEJ Summit, podcasts, and more.
  • Access to an exclusive SEJ Writer’s Facebook Group where you can network with other SEJ writers.
  • Monthly email from Jenise Henrikson, SEJ’s Executive Editor, with tons of article ideas. (These go fast!)
  • The undying, eternal love of the entire SEJ team. <3

You can also optimize your guidelines page by including keywords like “guest post guidelines” or “write for us.”

3. Highlight Your Stats

Again, no one is going to write for you for free, so make sure you can explain why it’s worth it for them to choose you. You should have statistics readily available like how many monthly visits your site attracts, audience demographics, or how many people are signed up for your newsletter or email list.

They might want to know how many Twitter followers you have, or what your following looks like on LinkedIn or Facebook. While they have access to some of this information without your help, it will look good if you can immediately answer their questions with some hard stats.

If not all of your numbers are great (because whose are?), try to just focus on the best statistics — something that’s easier to do if you have control of the conversation.

4. Create a Plan for Promoting Guest Posts

Another thing that guest posters might be wondering about is how you plan on advertising their post after they’re done writing it. It’s just as important for your success to have a plan in mind as it is for theirs.

If social media is a big part of your marketing plan, then emphasize that. Share how often you usually tweet new posts, or how many shares you get when you post content on Facebook or LinkedIn. If you generally share your posts through a newsletter or email list then explain that to your guests.

You should promote guest posts exactly the same way you promote your own content; this is definitely not a time to slack off in that area. Remember, the more you promote the post, the more others will be motivated to do the same, and this will result in increased traffic for your website.

Sergio Aicardi bio

In addition, have an idea of where you’ll put their author bio. Guest posters should submit a nice photo and specific (but not too detailed) author bio, and they’ll want this information displayed prominently somewhere on your website. Knowing where you’ll put it ahead of time will send the message that you value their work and are proud to promote it.

5. Make Sure the Content on Your Home Page Is the Best You Have to Offer

This has more to do with you than with your guests, but it’s important nonetheless. Think about what message you want to send to all these new visitors.

What’s the first thing visitors going to see when they arrive on your page? Is it representative of your brand and your company? If not, it’s time for a revision.

Think specifically in terms of content — if a visitor reads one post and ends up on your site, they might be motivated to read more. You want to make sure the articles they see first are some of your best work, and it doesn’t hurt to feature a few with engaging headlines (as long as the content inside the article is valuable, which it always should be).

6. Give Your Social Media Presence a Boost

There’s nothing wrong with using the increased traffic generated from guest posting to give your social media presence a little “pick-me-up.” In fact, it’s encouraged!

You can do this by making sure your Facebook, Twitter, and any other social media sites you use have buttons visible on your website so people can easily access these websites.

Consider including your Twitter handle or LinkedIn web address in your contact form, which should also be displayed somewhere prominently on your site.

Conclusion

There are many benefits to allowing guest posts on your website:

  • You have the chance to highlight a different voice or opinion on a topic.
  • It’s free content for your blog.
  • You’ll receive increased social media exposure.
  • You’ll have free time to complete other tasks that would normally be neglected when you’re writing.

Just make sure you’re prepared to accept guest posts. Remember, there are plenty of other great blogs looking to attract guest writers. Following these six tips will help make sure your blog looks professional and stands out as one of the best in your industry.

Image Credits

Feature Image Credit: DepositPhotos

All screenshots taken by author March, 2017





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April 29, 2017 at 02:40AM
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Search Ad Revenue Up 19% Now 48% of All Digital Ad Revenue [REPORT] by @MattGSouthern

4/28/2017

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Search Ad Revenue Up 19%, Now 48% of All Digital Ad Revenue [REPORT] by @MattGSouthern

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According to a report from iab, total revenue from search ads has hit a new high which can be attributed in large part to the success of mobile ads. As a result of an unprecedented level of spending on mobile search ads, the search ad format accounted for $35.0 billion in revenue in 2016 — up from $29.5 billion in 2015.

Broken down into desktop and mobile:

  • Desktop Search accounted for $17.8 billion in 2016 revenues, down 13% from the $20.5 billion 2015.
  • Mobile revenues increased 77% from $20.7 billion in 2015 to $36.6 billion in 2016.

Mobile ad formats are doing so well this year they are selling a combined 51% of digital ads compared to desktop digital ads. This has led to an unsurpassed $72.5 billion in total digital ad spending.

The rising tide raises all ships, as the saying goes. More mobile ads being sold means more digital ad types are being sold in general. As advertisers shift their spend to mobile it’s clear they still see search as an integral component of their mobile marketing campaign.

As users change their searching habits, with more searches now being conducted on mobile than desktop, it makes sense for advertisers to shift their spending to mobile. They’re naturally going to want to invest their advertising dollars where their advertising will be seen.

For more information about digital ad spending in 2016 you can view the report in its entirety.





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April 28, 2017 at 08:42AM
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SearchCap: Google job search metrics on search update & cheese doodle

4/28/2017

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SearchCap: Google job search, metrics on search update & cheese doodle

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Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: Google job search, metrics on search update & cheese doodle appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.




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April 28, 2017 at 08:01AM
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Is Google testing its own jobs search engine?

4/28/2017

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Is Google testing its own jobs search engine?

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Google seems to be testing a new search feature. This one is designed to help searchers find new job openings. John Doherty spotted this test for queries on Google that include [jobs online], [data entry jobs online], [newbury street jobs] and so on. Google shows job listings and takes you into what appears to be their very own job search portal to drill down deeper.

Here are some screen shots of the job search results in the core web results:

After you click on “more jobs,” it takes you into this jobs-specific search results interface that gives you additional filters for job categories, titles, dates, types, state, city, company type and employer. The interface looks a little bit like the local results interface, with the listings down the left-hand side and results in the middle.

This story is developing, and we will update it as we have more information from Google. As we wrote earlier today, Google performed 9,800 live traffic experiments last year; this is just one of the many new ones.






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April 28, 2017 at 06:59AM
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6 key paid search trends from Merkles Q1 2017 report

4/28/2017

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6 key paid search trends from Merkle’s Q1 2017 report

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Merkle’s Digital Marketing Report for Q1 points to strong growth from Google and the continued strength of PLAs (Google Product Listing Ads). Expanded text ads have yet to yield promises of CTR gold. Bing and Yahoo’s lack of mobile market share is hampering growth. Here’s a look at some of the key trends from the report. (Keep in mind the data reflects spending from Merkle’s own client base, which skews large retailer.)

AdWords Q1 year-over-year growth outpaced that of Q4

Spending on Google AdWords increased 21 percent year over year in Q1 2017, up from 19 percent in Q4 2016. Click volume increased 20 percent over the previous year. CPCs ticked up 1 percent.

Merkle credits the addition of a fourth mobile text ad, PLAs in image search, Google Maps ads and the return of separate device bids as key contributors to growth over the past year.

Tablet bids fall, mobile bids improve relative to desktop

Tablet bids have steadily declined relative to desktop since Google enabled advertisers to bid separately on the two devices last summer. Merkle says decoupling tablets from desktop helped drive growth, with advertisers able to adjust bids separately for higher-value desktop clicks.

Google AdWords phone and desktop spend increased 51 percent and 12 percent, respectively, while tablet spend fell 23 percent.

Phone CPCs continued to gain ground on desktop in Q1. For non-brand queries, phone CPCs were 43 percent lower than desktop CPCs in Q1, compared to being 51 percent lower in Q4. Tablet CPCs were 25 percent lower than desktop in Q1, down from near-parity in early 2016, when the devices were combined in bidding.

Source: Merkle

PLAs keep growing faster than text ads

With 52 percent click share, PLAs accounted for more than half of retail search ad clicks in Q1, up from 48 percent in Q4. For non-brand queries, PLAs drove a whopping 75 percent of all clicks for retailers.

Spending on Google Shopping rose by 32 percent year over year in Q1, compared to 12 percent for text ads. Growing impression volume on mobile is helping to increase PLA click share, and growth was largely driven by non-brand queries.

Source: Merkle

Search partners, which includes Google image search, accounted for 11 percent of PLA clicks for the quarter, similar to Q4’s share.

Local Inventory Ads gaining traction

In Q1, Local Inventory Ads (LIA) accounted for 19 percent of all Google Shopping clicks on phones. CTRs on LIAs are 19 percent higher than PLAs on phone and desktop. Not surprisingly, online conversion rates for LIAs, which are designed to direct store traffic, are lower than PLAs.

CTR boost for expanded text ads (ETAs) remains elusive

Merkle has consistently reported seeing mixed results since ETAs first came on the scene last year. The Q1 results for ETAs show a CTR lift compared to standard text ads only on desktop ads shown at the bottom of the page.

After accounting for device, keyword type, and ad location, there is still no clear evidence that Expanded Text Ads are producing consistently higher click-through rates than the legacy Google text ad format.

Source: Merkle; high-traffic ad groups with both formats active in Q1

Overall, text ad spending on Google increased by 12 percent. However, non-brand text ad spending rose 16 percent year over year. Merkle says the fourth mobile ad unit and the addition of ads in Google Maps has done more to buoy text ad growth than format changes.

Bing & Yahoo mobile troubles

Across Bing Ads and Yahoo Gemini, spend fell by 14 percent compared to the previous year, marking the fifth consecutive quarter of spend declines.

With Google as the default search option on Android and iOS devices, mobile weakness continues to be a considerable handicap for Bing and Yahoo. Google accounted for 97 percent of mobile phone traffic in Q1. Bing and Yahoo clicks made up 19 percent of desktop clicks for the quarter.

There is much more detail in the report, including on organic, social and Amazon. It’s available for download here.


About The Author

As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.





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April 28, 2017 at 05:02AM
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Google launched more than 1600 new changes in search last year

4/28/2017

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Google launched more than 1,600 new changes in search last year

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Google revamped its How Search Works site, the site they launched in 2013 to describe the efforts Google makes in search. Google added some new metrics around the various Google search launches they made last year, how many tests they tried out and the various numbers around their diverse set of search experiments.

Google mentioned the update to this site when they also announced Project Owl earlier this week.

The site shares that Google launched 1,653 new search changes last year, based on 9,800 live traffic experiments, 18,015 side-by-side experiments and 130,336 search quality tests.

As you can see, only a small percentage of what Google tries actually goes live, but to launch over 1,600 new changes in search in a single year is massive. In fact, we don’t know exactly how many of the 1,600 changes are user interface changes versus new feature changes versus algorithmic or ranking changes. I doubt Google would share those details.

What we do know is that only one percent of searchers were part of the 9,800 live traffic experiments and that while we likely covered many of them, I am sure we missed the majority of those experiments.

Here is an animated GIF of the page that documents these numbers:






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April 28, 2017 at 03:46AM
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Google doodle celebrates Marie Harel the inventor of Camembert cheese

4/28/2017

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Google doodle celebrates Marie Harel, the inventor of Camembert cheese

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Today’s special Google doodle honors the inventor of the Camembert cheese. Marie Harel was born 256 years ago today in Crouttes, France. She invented the Camembert cheese back in 1791, at the age of 30.

The Google doodle shows the steps it takes to make Camembert cheese in nine different Google logo slides. Google said that the “Doodle celebrates Harel’s 256th birthday with a slideshow that illustrates how Camembert is made, step by step.” “It’s drawn in a charming, nostalgic style reminiscent of early 20th-century French poster artists, such as Hervé Morvan and Raymond Savignac,” they added.

Her work earned her a statue in Vimoutiers in France.

Marie Harel lived to the age of 83 and died on November 9, 1844.






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April 28, 2017 at 02:40AM
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The future of local discovery

4/28/2017

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The future of local discovery

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We’ve entered an exciting time for local marketing. Big Data, digital assistants, augmented reality and beacons will fundamentally change the way users discover locations. As Bob Dylan so aptly pointed out, “The times they are a-changin’.”

As such, local marketers and advertisers need to start thinking about how they’re going to change along with the times. Here’s what you need to know about the future of local discovery.

Big Data: ‘Who’ informs ‘where’

Proximity is the primary ranking factor in local searches. That’s not likely to change. After all, what’s nearby is the fundamental aspect of local discovery.

What is changing, however, is the filter that sorts out, ranks and presents those nearby locations. What filter, you ask?

It’s you.

Going forward, local discovery will function as proximity filtered by your individual preferences. The person searching will inform what locations are shown.

In truth, this is nothing new. Google, Bing, Safari and Yahoo have been personalizing search results for some time through tracking your browsing history. What is new is the sophistication of artificial intelligence and Big Data analytics.

With the burgeoning Internet of Things, the amount of customer and behavioral data is growing by the day. Even if Congress hadn’t cleared the way for internet services providers (ISPs) to sell your data, what marketers and advertisers know about customers was only going to increase thanks to the growing data fiefdoms of Google, Facebook, Apple, Amazon and Microsoft.

For good or ill, the ability to use that information to target the right customer with the right message at the right time is maturing. In fact, even back in 2012 ,Target had the capability to use data mining to predict the pregnancy of a teenager before her father could deduce the news himself. Big Data has come a long way since then.

In the case of local discovery, Big Data will help search engines personalize local results based on a user’s preference. The more the search engines know about you, the more relevant search results and maps will be.

For example, a search for nearby restaurants might include ranking factors such as your favorite dishes, food allergies, price point, time of day and how long it was since your last visit. Meanwhile, a search for a nearby product such as shoes might be filtered by your favorite brand, shoe color, size and any ongoing sales.

However, knowing your customer and targeting your customer are two different things. There needs to be a means of surfacing local information in a unified way, and that need will undoubtedly be addressed by digital assistants.

Digital assistants and voice search

Digital assistants will serve as the connection between customer profiles and the preferred locations and products around them.

Digital assistants will be everywhere. On your phone, in your car, your house, your office — everywhere and inside everything connected to the internet.

The ultimate goal of Google Assistant, Amazon Alexa, Microsoft’s Cortana and Apple’s Siri is to become that universal connection between the physical and digital worlds.

In the context of local discovery, think of a digital assistant as your very own personal Rick Steves, providing you with everything you’d ever care to know about a location — and then some.

This omnipresent assistant, part tour guide, part planner, part shopping liaison, will provide users with the most relevant and personalized local recommendations for anything you can imagine.

And thanks to voice search, digital assistants are always listening.

Google Home and Amazon Alexa operate in this mode by default, and Apple’s latest iPhone update is pushing users to set up voice activation for Siri.

In addition to enabling ambient listening, voice activation establishes voice biometrics, which will allow digital assistants to become device-agnostic.

Whether it’s smart cars, smart homes or smart offices, the ability to distinguish between users is critical to translating your personal preferences regardless of location or device. This will provide a consistent user experience without a disruption to conversational context.

In fact, Google Home recently made progress on this front by being able to recognize up to six different voices from one device. It’s not hard to extrapolate this trend to the point that digital assistants will be able to recognize who you are regardless of where or what device you’re using.

Soon you’ll be able to make dinner reservations by talking to the digital assistant embedded in your hotel room, order an Uber from the digital assistant on your phone as you walk to the lobby and check your flight from the digital assistant inside your autonomous Uber — all without breaking the conversational context with your digital assistant.

Augmented reality

With the rise of voice search, it’s also necessary to replace the traditional screen on your phone and monitor. A picture is worth a thousand words, so it’s unlikely that even a sweet-talking digital assistant will replace our need to visualize what’s in front of us.

As I outlined in a previous article, the solution to traditional screens is to replace them with augmented reality — your smartphone transforming into smart glasses. Based on Facebook’s recent plans for augmented reality, this indeed seems to be the direction we’re heading.

In my mind, augmented reality is likely to be one of the more exciting and less privacy-invasive developments of local discovery. You’ll be able to scout out a local restaurant, visualize the precise location of a product on a shelf or interact with custom location-based content triggered with beacons. Which brings me to the final trend you should be keeping an eye on.

Beacons

Proximity targeting will flourish with the rise of augmented reality and digital assistants.

Beacons are perfect for surfacing content in a user’s immediate proximity. The challenge right now is alerting users to beacons. However, if everyone has a digital assistant embedded in their augmented reality glasses, it will be easy for users to discover beacon content and have that content personalized based on personal preferences.

Whether it’s triggering a coupon for a customer’s most likely purchase as he walks by a store entrance or promoting a fast food restaurant as a vehicle exits the interstate off-ramp, the potential for beacons is tremendous.

Start preparing now

Many of these developments might seem too far out in the future. However, technology is evolving at an exponential rate. The time to start preparing and laying the groundwork for these marketing developments is now.


Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.


About The Author

Brian Smith is the director of local solutions and resident local search expert at

Placeable

, a local marketing company specializing in enterprise brands. For over 12 years, Brian has been conjuring up solutions to the most vexing search problems for his clients. Responsible for all aspects of Placeable's managed services organization, Brian executes local search strategy through content marketing, data syndication management, and technical enhancements to Placeable's suite of products. When the Montana native isn’t working on ways to improve his clients' search strategies, you can find him driving his kids to various sporting events and dance practice.





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April 28, 2017 at 01:41AM
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Search in Pics: Bing body painting Google airplane seat room & hallway race track

4/28/2017

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Search in Pics: Bing body painting, Google airplane seat room & hallway race track

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In this week’s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more. Google meeting room that looks like an airplane: Source: Instagram Bing body...

Please visit Search Engine Land for the full article.




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April 28, 2017 at 01:34AM
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Facebook Tests Showing More Related Articles by @MrDannyGoodwin

4/27/2017

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Facebook Tests Showing More Related Articles by @MrDannyGoodwin

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Facebook is running a test to its related articles feature that could help users discover more stories about trending topics, the social network has announced.

Heading forward, Facebook will show you related stories before you click on an article. Here’s how Facebook described the related articles test:

“These additional articles, which appear for topics many people are talking about on Facebook, will appear in a unit below the link. That should provide people easier access to additional perspectives and information, including articles by third-party fact-checkers.”

Facebook shared an example of when you’d be likely to see more related articles:

“During an instance when a lot of people are discussing an article about a new medical advancement, we may also show you a few other articles below it from different publishers about the same medical topic.”

Here’s what that would look like:

Facebook Related Articles Test

Since launching the related article feature in 2013, Facebook has only shown related articles to you after you’ve read a story that appeared in your News Feed.

After you clicked on a story in your feed, Facebook would then show you up to three related articles.

This test shouldn’t impact the visibility for publishers in the News Feed, according to Facebook:

“We don’t anticipate Pages will see significant changes in reach. Pages should continue posting stories that are relevant to their audience.”

Image Credits
Featured Image: Depositphotos
Article GIF: Facebook





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April 27, 2017 at 10:30AM
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