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5 Tips for Using Social Media to Find (and Land) Your Dream Job by @jonleeclark https://ift.tt/2xKEuXL Most of us are already using social media in our personal lives. You could even say we’ve come to rely on it as a primary method of communication for keeping us in touch with a wider network of friends, family, and acquaintances that would be possible without it. While you might not be able to go an entire day, or even a few hours, without checking in on your social accounts, there’s an untapped potential of social media that you might not be aware of. We’re talking about the potential of social media to help you land the job of your dreams or at least one that will move you out of your current career rut. It’s estimated that 92 percent of recruiters turn to social media to discover new talent. But, there’s a little bit of preparation that needs to be done on your part if you want to be one of the people they discover. To help you out, we’ve put together five tips to help you use social media to get the job you want and deserve. 1. Position Yourself to Be the Candidate Recruiters are Looking ForBefore going too much into strategy, let’s take a step back and touch on the basics, like optimizing your profile for job hunting success. While statistics tell us that the majority of companies are using social media for employee recruitment, the other side of this is that 70 percent of employers are also using social media to weed out prospects and 54 percent of them have decided to reject candidates based on what they find on personal social profiles. So, what’s a job-seeking social media user to do? Clean yourself up, the same way you would for an interview. Google YourselfFirst, Google yourself to find out how much digital dirt you’ve left around the Internet (it might surprise you!). Clean up as many of those incriminating photos and grumpy status updates as you can. Don’t forget, hiring managers can’t view what you don’t give them access to. Make sure that you have your profile set to friends only, and this includes the remaining posts and images that might be several years old. Add the Right DetailsA friendly heads up, 41 percent of job recruiters will judge your online photo before ever meeting you. So, prime what they can see for success. Add important details that are key to appearing professional like:
Also, pay attention to those parts of your profile that are often visible to the general public:
A prospective employer is going to pay attention to every bit of information that they can access. Don’t Lose Control Over Who Sees Your ContentAdditionally, be wary of “friending” co-workers of any type. More importantly, before friending a co-worker, check to see what other coworkers they might have in their network. It can be easy to forget about that one quiet, random coworker on social media when you have hundreds of friends. Just because they’re out of sight and out of mind doesn’t mean that they’re not paying attention and reporting what they see. 2. Investigate Employers’ PagesSocial media is an expansive playing field, and if you want to land a job that you’re going to be great at then it’s necessary to narrow it down – by a lot. Step one is recognizing the companies in your industry that have a major presence on social media. Do this even you have your sights set on a local, smaller business culture. The reason is that many smaller businesses also connect on social media with the big players in their industry, so doing this serves as a starting point for putting yourself out there and networking. Something else that’s important to recognize at this point is which social platforms employers in your industry or niche are using themselves. For example, if you’re searching for a career in visual design, it won’t do you much good to put all of your efforts into Twitter or LinkedIn if hiring companies in the industry are taking advantage of highly visual platforms such as Instagram – like this guy. Once you’ve discovered where businesses in your industry or niche are and have started following them, then it’s time to shine, and this is all about engagement. 3. Shine & Get NoticedWhile plenty of companies advertise available positions on social media, many times there’s a recruiter just lurking in the background and looking for the perfect candidate to emerge from the masses. Next, we’re going to talk about how you can be the one that stands out in the crowd. The first rule of the game is to engage. It can be intimidating approaching a job search through social media, especially if you’re starting with a nonexistent professional network. However, the audience on social media is so large that you can’t just polish your profile and hope for the best. Job seekers need to be proactive. This means you must amp up your engagement (and your creativity). Twitter Is a Gold MineThere are countless stories of hungry job-seekers who found their dream job through Twitter. And it makes sense. Twitter’s advanced search allows you to dig deep into hashtags like #jobs or #hiring and align those tweets with specifics around your field (writer, SEO, etc) and location (Manhattan, San Diego, etc). Did I mention there are also Twitter handles dedicated to helping job seekers? From @CareerBuilder to @UndercoverRec there are countless job experts, recruiters and job search handles to follow. Create Your Own HashtagSometimes a little creativity goes a long way. One job-seeker was focused on combining his love for travel with his newly acquired master’s degree in marketing. So, he created his own hashtag #hire_tom and began reaching out to businesses that aligned with his goals.
The result? A marketing job at Booking.com. Ditch the Paper Resume AltogetherLike this guy … VIDEO Don’t Forget About FacebookWhile not as widely used as Twitter and LinkedIn, if you’re spending time on Facebook why not give the job portal a try? This should default to your local area, but can be adjusted as needed. And, should you find that dream drop, you can apply directly through Facebook – though only the basics of your personal information are shared. Join GroupsCommenting regularly, though not obsessively, on a company’s posts is a good place to start but joining and becoming active in relevant groups is even better. If you have your heart set on working for a specific company, you can start by seeking out any groups that may focus on them or the service they provide. Otherwise, start with industry related groups including those specifically targeted for job seekers that recruiters might see as a smorgasbord of prospects. Then don’t be shy. Put yourself out there and engage. Introduce yourself, ask questions, be responsive and – most importantly – be helpful. When you’re consistently responding in an insightful and helpful way you’re going to catch the eye of recruiters looking to add value to their team. 4. Get Some EndorsementsYou know how reviews are one of the first things you look at when checking out a new brand online? Recruiters looking to connect with new talent really aren’t that different. While it’s true that if they’re really interested they’ll put in the work to connect and learn more about you, but with such a competitive pool for them to choose from, the easier you make it for them to learn how great you are the better. Professional networking social media sites like LinkedIn let you include endorsements on your profile. Whether you think they’re dumb or not, the majority of recruiters do look at them as a signal that can influence or reinforce a close decision. What’s great about endorsements or reviews is that interested parties can usually easily check their sources, so that gleaming recommendation by the head of HR from the last company you worked for stands out as a legit testimony of the quality of your work and contributions to the company. What to do if you’re new to the game and haven’t earned any endorsements yet? Go out and ask for them! This includes contacting past clients, employers, professors or anyone that you’ve had a positive professional experience with. It’s best if they’re mostly industry or niche focused, but if you’re trying to break into a new career it’s completely acceptable to showcase a little praise from other areas of your professional expertise.
5. Remember Your EtiquetteThe digital age has drastically changed how we communicate with each other, even in business. Considering this, it’s easy to slip up on a few of the rules of modern business etiquette, especially the unwritten ones. For example, networking to put yourself in front of a potential employer or client is great. Flat out asking them for a job? Not so much. Approach job inquiries in much the same way you would if you were meeting them face to face. Introduce yourself and express interest but avoid “hounding” or obsessively inquiring about opportunities. Instead, once you’ve introduced yourself just continue to engage and present yourself as a knowledgeable and valuable resource to their customer base without going over the top. Likewise, keep business-related communications away from social media as much as possible. For example, a social media direct message isn’t the place to drop your CV unless the company has specifically asked you to do so. Often times, the people managing social media communications aren’t the ones in charge of recruiting so not only can employment-related messages be seen as inappropriate, it’s also likely that you’re creating a longer process of getting your message to the right person. Start Preparing for the Job of Your DreamsOne of the greatest things about social media is that it connects you to an ever-expanding network of people. All it takes is one of those people to help you find your next great job. You never know when an opportunity might knock, so now is the time to make sure you’re prepared when it does. Using these five tips can help put you in a position of authority when recruiters come looking. There’s an incredible world of career opportunities out there waiting for you, and social media is the tool that can help connect you to it. More Resources: Image Credits Screenshots taken by Jon Clark, September 2018 Subscribe to SEJGet our weekly newsletter from SEJ's Founder Loren Baker about the latest news in the industry! SEO via Search Engine Journal https://ift.tt/1QNKwvh September 27, 2018 at 07:18AM
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Google Search Console Adds Event Markup Report & Sends Notices https://ift.tt/2N2uBcF Google has recently added to the Google Search Console an event markup report and also recently started sending out notices to those with issues with their event markup to check out the report. Aaron Bradley, the guru on schema, said the report was new and I am seeing people say they are getting notifications via Search Console about event markup issues for the first time. SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 September 27, 2018 at 07:18AM
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How Google Decides on Manual Actions by @martinibuster https://ift.tt/2IjjT0G In a Webmaster Hangout, Google’s John Mueller gave a revealing and detailed look into the process of manual actions. He described in detail the process for assigning a manual spam penalty. Google’s Mueller noted that Google’s preference is for taking an algorithmic approach. But that in extreme cases they will elect to manually remove a web page from the search results. Google Prefers Algorithmic ApproachesIt is fairly well known that Google prefers to take an algorithmic approach to cancelling out the effects of a spam technique. The reason is because removing one website doesn’t clsoe the loophole that allowed that a spam page to rank. It makes sense to create an algorithmic approach to identifying sites employing a spam technique and remove all of them, not just one. Here is what Google’s John Mueller said:
As can be seen from his statement, the manual action is taken when the problem cannot be solved algorithmically. What kinds of spam can’t be solved algorithmically? Google has in the past taken manual actions against specific industries when they were successfully spamming Google’s search results. An example of a manual action that couldn’t be solved algorithmically was noted by Google Schema Developer page for Job Postings. Google issued a warning that failure to remove expired job postings were subject to a manual action. Google Does Not Casually Ban SitesJohn Mueller gave an inside look at how the manual action penalty is a peer reviewed process. A single spam team member can’t take action all by themselves. This is reassuring because it means that manual actions are treated seriously and not casually initiated. A manual action must be reviewed by other team members. Here is how John Mueller described how Google penalizes a website:
Don’t Confuse a Penalty with Inability to RankSome are quick to name something a penalty when in reality it’s just an inability to rank. A real penalty is either algorithmic or manual. Watch the Google Webmaster Hangout about Manual Action Penalties More ResourcesImages by Shutterstock, Modified by Author Subscribe to SEJGet our weekly newsletter from SEJ's Founder Loren Baker about the latest news in the industry! SEO via Search Engine Journal https://ift.tt/1QNKwvh September 27, 2018 at 07:00AM
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Google Posts Now Allows 1,500 Character Posts https://ift.tt/2OfaFbq Previously, Google Posts had a 100 to 300 word limit in your Google Posts. Now Google has a 1,500 character limit for Google Posts. It is a more precise number and lets those writing Google Posts know exactly when Google will cut them off. SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 September 27, 2018 at 06:59AM
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Report: Google Extends Titles In Snippets From 55 to 67.5 Characters https://ift.tt/2QaQXdU According to RankRanger, Google has extended the number of characters they show for the title in the search results snippets from an average of 55 characters to 67.5 characters. That is a 20% increase in the length of the average number of characters in the title of the search results snippets. SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 September 27, 2018 at 06:45AM
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Google Image Search For Hot Only Returns Images Of Sensual Women https://ift.tt/2NKfQR5 For some reason, when you go to Google Image Search and search for the term [hot] - the only images that come up are pictures of women in underwear, lingerie, swimsuits and other sexual situations. There are no photos of hot coffee, desserts, fire places, ice cream melting or other photos that are more appropriate for young children. SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 September 27, 2018 at 06:26AM
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5 Things You Can Do Right Now to Improve Your Google E-A-T Rating by @Manish_Analyst https://ift.tt/2OdgN3D On August 1, Google confirmed the release of a broad core algorithm update. If you were impacted, Google’s Danny Sullivan has said better content means higher rankings. Google’s John Mueller said to make content more relevant. And the key to creating better, more relevant content can be found by reading Google’s Quality Raters Guidelines. Google’s Quality Rater Guidelines are used by humans to assign quality scores to search results for specified queries. Those scores don’t directly impact search results. But they are used in developing or honing the algorithm. In other words, pages that would receive high-quality ratings from raters applying these guidelines are the kinds of pages Google wants to rank well. Among the changes was a much stronger emphasis on E-A-T:
Several references to “high quality” were updated to refer instead to “high EAT.” In addition, references to E-A-T for specific authors, rather than only brands or websites, were added. Boosting your hypothetical E-A-T score will, in general, improve your chances of ranking well in the search results. Let’s talk about some ways you can start doing that right now. 1. Include Author Names & Biographies for All Editorial ContentThe rater guidelines state that “Understanding who is responsible for a website is a critical part of assessing E-A-T,” and advise raters to assess this based on the type of website. In particular, YMYL (Your Money or Your Life) pages must be created by trusted, authoritative experts on the topic at hand. For pages like landing pages and product pages, this generally means that customer support and business contact information should be easy to find. But for blog posts, this means that information about the author needs to be available in order to evaluate whether they are a suitable expert for the topic at hand. The guidelines state explicitly:
If the author information isn’t available or is difficult to find, this could hurt the E-A-T score. For example, the rater guidelines offer this page as an example that deserves a “Low” quality rating: They mention that “There is no evidence that the author has financial expertise.” Since this is a financial article, the author needs to have expertise on the topic for it to receive anything better than a “Low” score. 2. Invest in Personal BrandingThe guidelines are careful to warn raters that reputation information isn’t always available and that this isn’t always bad in cases of smaller businesses and organizations. At the same time, they state that:
If reputation and E-A-T for the content creator are “lacking for the purpose of the page, the Low or Lowest rating is appropriate.” Raters are encouraged to review reputation information created by third parties, rather than relying exclusively on content created by the brand or the author themselves. This means that having a positive personal brand is absolutely vital if you want the quality score for your page to trump others in your niche. If your content creators have a reputation for spreading misinformation, this will severely limit your ability to rank well. Meanwhile, lacking a reputation won’t hurt you in the strictest sense, but it will mean that authors with a positive reputation will likely outperform you. Take charge of your personal brand by:
This will help you develop a positive reputation in your industry and earn those much needed third-party endorsements. All of this rests on you being a reliable, trustworthy expert on the topics you discuss first and foremost. 3. Cut or Edit Low E-A-T ContentWhile the rater guidelines are careful to say that websites with multiple authors should be evaluated on a page by page basis, based on the E-A-T of individual authors, the E-A-T of the website or brand itself is also mentioned heavily throughout the guidelines. Low E-A-T content on one page doesn’t directly impact the E-A-T of other pages, but it can negatively impact your site’s overall reputation. For this reason, pages with low E-A-T and minimal traffic should be removed in the vast majority of cases. Pages with high E-A-T and significant traffic deserve special consideration. Cutting them can harm your numbers in the short term, and may lose you a spot in the search results that would be difficult to reclaim. But keeping them as they are is bound to result in reputation loss down the road. The best course of action under these circumstances is to rework the page in order to boost your E-A-T score. How you do this will depend on the purpose of the page. If it is a YMYL page, for example, you will need to bring an expert author on board. The guidelines offer this page up as an example of a “Low” quality page: The only reason given is that “There is no evidence that the author has medical expertise.” Since this is a YMYL page, the author needs to be a medical expert to receive anything higher than a low score. The only way to rework this page would be to get a medical expert on board and have them vet, edit, or completely rework the page, then get their author bio on the page, along with their credentials. But bringing in a new author isn’t always necessary. For example, the guidelines list this page as deserving a “High” quality rating, even though the author is unknown: This page is said to have “High E-A-T for the purpose of the page” and the reason given is that “This website is highly authoritative because it is about itself.” In other words, it is a primary source. Pages on your site that don’t address YMYL topics can still be considered high E-A-T if they can be considered a primary source that is meaningful for the purpose of the page. In situations like this, including personal anecdotes and speaking from experience can improve your E-A-T score. You can always be considered an expert on yourself. The guidelines are careful to say that:
Use this to your advantage wherever thin content can be improved upon to better suit the purpose of the page. 4. Invest in Technical SecurityTrustworthiness isn’t just about reputation or accuracy. It’s also about security. A “shopping checkout page that has an insecure connection” is listed as an example of a page that should receive a “Low” rating. Now that Chrome is marking all HTTP pages as “Not Secure,” any site without an SSL certificate and does not automatically redirect to an HTTPS URL is on thin ice when it comes to the future of its E-A-T score. Verifiability in general is taken seriously throughout the guidelines. For an extreme case, this page is offered as a “Lowest” example: The page isn’t owned by Nike, but uses Nike’s logo. It also doesn’t offer a physical address or a company name. And those BBB and Google Checkout logos are fraudulent. Verifiable badges and certifications, in contrast, should help you earn a “Highest” quality rating. 5. Moderate User-Generated ContentUser-generated content won’t necessarily mean a low E-A-T rating. The rater guidelines are careful to point out that UGC can even be the best fit in some circumstances. This example is given the “Lowest” rating: The reason given is that the topic is YMYL and the answers are incorrect medical advice offered by non-experts. YMYL pages featuring UGC should be heavily moderated or edited with warnings and links to reputable sources, or with contributions by verifiable experts on the topic added and highlighted in some apparent way. In stark contrast, this page is considered to deserve a “High” quality rating: Even though the content is UGC and the authors aren’t certified experts of any kind, the topic is how to landscape an aquarium, a topic for which few, if any, certified experts exist. The contributors are heavily interested in this niche hobby and can be considered as much of an expert on the topic as anybody, and the broad number of contributors makes the page useful for searchers. Community management can play a role in not only moderating YMYL pages, but also in encouraging this kind of discussion in order to boost E-A-T for niche topics that only communities like these can adequately address. ConclusionThe latest changes to Google’s quality rater guidelines, and the subsequent core algorithm update, suggest that expertise, authority, and trustworthiness play a more important role in rankings than ever before. Incorporate these five elements into your SEO strategy in order to secure your position in the search results. More SEO Resources: Image Credits All screenshots taken by author, September 2018 Subscribe to SEJGet our weekly newsletter from SEJ's Founder Loren Baker about the latest news in the industry! SEO via Search Engine Journal https://ift.tt/1QNKwvh September 26, 2018 at 10:54AM
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Google now builds its own AMP stories for search https://ift.tt/2Oj0eDs Google is now using artificial intelligence to “intelligently construct” AMP stories for search. Theses new AMP stories appear in knowledge panels in search results for actors, athletes, musician and other famous people. Google said on Monday, “Starting today with stories about notable people—like celebrities and athletes—providing a glimpse into facts and important moments from their lives in a rich, visual format. This format lets you easily tap to the articles for more information and provides a new way to discover content from the web.” The issue is, when I try this on mobile Safari or mobile Chrome on my iPhone, the stories do not let you interact with them. They do work when in the Google search app on iOS. How AMP stories in search works: Google has been incorporating more images and video in its search results for years, and AMP stories is a continuation of that effort. Below is an example of how to trigger a Google-constructed AMP story on a search for Michael Jordan. Just click on the “start story” button in the knowledge panel.
Here is a GIF of the whole process in action: When it fails to work This feature does not seem to work (yet) when using iOS over the Chrome or Safari browser. I was able to trigger it using the Google search iOS app. I also confirmed with others that on these browsers it does not currently work. Google will hopefully fix it soon but all I see is the first screen and instructions asking me to tap to go to the next screen. Tapping, in this case, didn’t do anything: How can I optimize for AMP stories? At this point, it is unclear how you can get your content to show up in these Google-constructed AMP stories. Google said the stories can show in search, Google Images and Discover features. It may help to have AMP formatted content, but does not appear to be a requirement. “We’ve been able to do this in part thanks to advancements in computer vision, which help us extract concepts from images,” explained Cathy Edwards, director of engineering for Google Images, in a blog post Monday. “We model hundreds of millions of fine-grained concepts for every image and video that we have in our index. For example, an image of a tiger might generate concepts like ‘feline,’ ‘animal’ or ‘big cat.’ This lets us identify a picture by looking at its pixels, without needing to be told by the words on a page.” About The AuthorBarry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics. SEO via Search Engine Land https://ift.tt/1BDlNnc September 26, 2018 at 08:41AM
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5 Strategies for Successful Lookalike Audiences in Facebook Ads by @michellemsem https://ift.tt/2R01ZUO Facebook Lookalike Audiences are a fantastic way to leverage the most popular social media network in the world. Lookalike Audiences are a staple in most Facebook Ads accounts. With the large amount of information Facebook has on its users, it’s hard to beat the algorithm when it comes to targeting new customers. All of that said, Lookalike Audiences can wear out over time. When Facebook advertises to users through a Lookalike Audience, it prioritizes those users who behave most like the users in our lists and most likely to convert (i.e., the lowest hanging fruit). Over time, the Lookalike Audience will expand to folks who are less like those in our audiences and are less likely to convert. Sometimes performance holds stable and continues to meet KPIs, but in some cases, performance can wane and fall out of goal range. It’s up to us as advertisers to prevent this by continually providing fresh audiences for the algorithm to operate on so it can find new users to introduce to our brands. Below are some strategies to help you keep your root audiences fresh so that your look-alike models can continue to perform well month after month after month. 1. Upload New Customer Lists RegularlyOne of the most common uses of Facebook Lookalike Audiences is for a company to upload a list of their customers then create a lookalike off of that list. This is a fantastic place to get started. I encourage you to use this audience as long as you can. But it’s only the first step. Facebook will always prioritize the lowest hanging fruit. If used for too long, the original customer list that was uploaded could wear out its effectiveness and miss KPIs. The easiest way to get around this is to regularly upload new customer lists and create new Lookalike Audiences. This could be as simple as importing a list of customers once a month or once a quarter. When you do this, Facebook’s algorithm is constantly getting a list of users that have value to you, but that also has new customers included, making the model more advanced with each upload. Simply uploading a new list of customers each month or quarter can make a big difference in your Lookalike Audience performance. 2. Segment Customer Lists into Smaller GroupsNot all customers are created equal. Some customers have a higher lifetime value than others. With Lookalike Audiences, you can take advantage of those differences within your customer base and come up with more advanced lookalike models. Are there natural segmentations within your customer base you could use to create multiple root audiences from? In ecommerce stores, a natural segmentation could be average customer value. If the average order value for a store is $100, create a customer list for all users who have made purchases under $100 and a second customer list for users over $100. This is a simple segmentation, but now Facebook is looking for two different sets of users:
Lead generation companies also have natural breaks based on the buyer funnel. What if you take the different stages of the funnel and create different custom audiences based on those segments? There would be a list of:
If you’re only uploading one list and calling it “customer list”, stop and take a look at the customer base and try and find natural segmentation within it. A Note on Audience SizeOne indicator when lists can be segmented more granularly is audience size. Facebook reps officially say the sweet spot for root audience size for lookalike modeling is anywhere between 10,000 and 50,000 users. That said, there are lots of instances where audiences as small as 300 users have generated strong lookalike models for a period of time. Ideally, you can have somewhere in the 1,000 to 5,000 range but don’t let us small audience size scare you off. The bigger opportunity comes when you have large audiences. Though the top end of the recommended range is 50,000 users, that doesn’t mean segmentations can’t be identified at lower levels. If you have 30,000 users in a list, see if you can break it down into two 15,000 user list or three 10,000 user lists. This would give three Lookalike Audiences instead of one, all focused on the lowest hanging fruit and increasing chances of success. 3. Utilize Automatic CRM UploadsDepending on which CRM system you use, there may be automatic integrations from that platform into the Facebook API. MailChimp is the only option shown in the audience creation process, but other platforms (e.g., Marketo) also have direct integrations. The strategy is to leverage these direct integrations to save time on manual list building, exporting, formatting, and uploads into the Facebook system. 4. Utilize Dynamic Audiences for Lookalike ModelingOne of the best ways to keep Lookalike Audiences fresh is to base them on dynamic lists rather than customer file uploads. Although customer lists can be automated, there’s still a time period where they are stagnant. If you’re using the Facebook pixel, and you should be, you’ve already done most of the work. The next step is to create audiences based on the way people interact with your site and then use those to develop lookalikes. The beauty of these audiences is that they are constantly changing based on the user behavior. The new users will be added to the model when the Lookalike Audience refreshes, ensuring the root list doesn’t go stale. 5. Customize Your Pixel for More Meaningful PatternsSimilar to customer lists, you can upgrade our dynamic lists through simple audience segmentation. We do this through customizing the Facebook pixel set up to identify those meaningful user categories. Facebook provides many standard events on the platform that likely will cover all of your needs, but if it does not, you can also use custom events with a more advanced set up of the pixel. The standard events available are likely ones you’ve seen before:
…and so on. Each of these actions can then be leveraged to create a custom audience that can then have a Lookalike Audience based off of. Additionally, the Facebook platform is getting more advanced with the new Lookalike Audience creation process as seen below: This new method doesn’t require you to create an audience, but rather simply generated a Lookalike Audience from those users who have triggered the pixel. This is a relatively new functionality, so it’s not in all accounts yet, but keep an eye out for it in the future. Although adjusting the Facebook pixel can be a bit intimidating, if done well it could yield fantastic, dynamic root audiences for Lookalike Audiences. ConclusionLookalike Audiences can be a powerful tool for advertising on Facebook, but the root audience of those lists should not fall into our “set it and forget it” mentality. With regular updates or expansions of root audiences, you’ll be able to reap the benefits of them for longer and see greater success from the platform as a whole. More Facebook Marketing Resources: Image Credits Featured Image: Pixabay.com Subscribe to SEJGet our weekly newsletter from SEJ's Founder Loren Baker about the latest news in the industry! SEO via Search Engine Journal https://ift.tt/1QNKwvh September 26, 2018 at 07:57AM
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Why Yahoo Japan Needs to Be Part of Your Search Strategy for Japan by @motokohunt https://ift.tt/2xDKod0 Did you know that Yahoo in Japan is a completely separate company from Yahoo in the rest of the world? Since 1996, Yahoo Japan has been the leading search and portal website in Japan. Since it started to use Google’s organic search results instead of its own search engine, some businesses, especially foreign businesses, seem to think that you don’t need to consider or monitor them separately. But that really isn’t the case. Read on to discover some of the unique features of Yahoo Japan, and why it needs to be a part of your digital marketing strategy for Japan. Yahoo Japan ServicesYahoo Japan is a portal site, and they provide more than 100 popular original content and other services including:
Because these are unique Yahoo Japan properties, they provide different search and digital marketing opportunities to businesses and website owners. They also provide additional content from the partners in these specific services and verticals. For example, their hotel and restaurant booking services are powered by Ikyu.com, and the video streaming service is offered by Gyao, which is a subsidiary of Yahoo Japan. Yahoo Japan User ProfileYahoo Japan has around 70 billion monthly page views, according to their report. They also report that 75 percent of PC device Internet users in Japan are active users of Yahoo Japan, and an astonishing 90 percent of Japanese who access the web via smartphones are their active users. On average, 63 percent of their active users access the site via smartphone, which is about 57 million unique users in a month. Male and female active users on smartphone are split evenly, and nearly 90 percent of them are between the ages of 20 and 59. Yahoo Japan SEO: What Is Different?Although Google provides the organic search results to Yahoo Japan, the search results pages can look quite different, depending on the search queries. Yahoo Japan often injects their own unique content. That unique content offers additional ways for businesses to gain unique visibility opportunities in the search results. The two images below, show a list of related search queries that Yahoo Japan and Google Japan provided for the Japanese phrase “hurricane” when entered in the search box in Japan. The screenshots were taken when Hurricane Florence was about to hit the Carolinas. Even if you can’t read Japanese, you can “see” the differences in the popular search queries related to “hurricane” between the two lists. To me, the biggest difference is that “hurricane Florence” is listed in the second position on the list by Yahoo Japan, but didn’t even make the list on Google. Whenever I review the search results and the popular queries for the clients, I often find the big differences in the search queries between the two sites. Even the same word or topic, people seem to be looking for different information at these sites. Digging a bit deeper, the search results for “hurricane Florence” by these two sites are also different. On the Yahoo Japan screen, the content inside the red boxes are from their own content – Yahoo News, Naver Matome, Yahoo Images, and Yahoo Q&A in that order. The double arrows point the same page on each site. You can see the slight differences in some ranking. The most interesting findings in these two results are the ones in green boxes. Those pages are only in the top 10 on one of them. This is by no means a scientific test, but the fact that the page ranking at the top of the search results on each site are not on the other site, it tells that you cannot assume that your pages are doing well in Japan when you only monitor the performance in Google. The above search results were done where personalization should not have made much of an impact. But in the real-life scenario, with more popular queries, personalization plays a big part in presenting the search results to users on both sites. As Google tries to present the best search results based on their user data, Yahoo Japan also presents the search results based on their user data. The different results reflect the different user interests and actions taken on each site. Instead of just chasing rankings, I suggest that you review the search results for several key-terms to understand what and how content is displayed. Look for different types of content opportunities to show up in the search results, in addition to webpages. Yahoo Japan’s category-based searches (e.g., images, videos, news, finance, shopping) are also very popular, and the results are quite different from Google Japan. If you have good content that should show up in those category-based searches, be sure to optimize them, too. Ad OptionsKeep in mind that while Yahoo Japan’s organic search results are powered by Google, Google’s Ads do not show up on Yahoo Japan and its content. Also, by selecting “Japan” as a target country, your Yahoo.com ads won’t show up on Yahoo Japan. These three companies are separate entities. In order to advertise on Yahoo Japan’s properties, you need to set up an account with them to run the campaigns. Some of Yahoo Japan’s marketing solutions include:
ConclusionThis article is not about which service is better than the other. It’s about understanding both sites’ different services and unique audience reach so that you can make an educated decision to grow your business in the rapidly growing Japan market. If you only focus on one of them, you could be missing out on half of the business opportunities in Japan. More International SEO Resources: Image Credits All screenshots taken by author, September 2018 Subscribe to SEJGet our weekly newsletter from SEJ's Founder Loren Baker about the latest news in the industry! SEO via Search Engine Journal https://ift.tt/1QNKwvh September 26, 2018 at 07:36AM |
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