A new feature is being tested by Google that allows Google My Business Pages to publish offers directly to organic search results for your business. This new feature is built into Google Posts, which is made available to businesses with a verified GMB profile since last summer. When a business name is searched, Google Posts enables businesses to write short messages which show up on maps and search results.
So far, Posts on Google were only limited to plain text, multimedia, and events. Now, an offer includes other components like a photo, 300 words of text, post title, optional coupon code, start & end time and a link to offer.
Businesses can publish “offer”, highlighting the small message in front of searchers, as they find the business online.The good news for businesses is that it does not appear to cost anything to post offers. This gives an opportunity to businesses to drive sales through search research, without paying for it to Google.
However, not all business categories are able to replicate this feature, which shows that it is still in its testing stages.
A recent report released by Chartbeat unveils that Google Chrome’s mobile article suggestions are now the fourth biggest source of referral site visitors. The first three biggest sources include Twitter, Facebook and Google search.
Mobile article suggestions appear when a user opens a new tab within the Chrome app. These mobile articles are also known as “Articles for You,” “Chrome Suggestions,” and “Chrome Content Suggestions.”
In 2017, the traffic from Chrome’s mobile articles has grown by 2,100%, as indicated by Chartbeat’s data. The referral traffic took a leap from 15 million visits per month to 341 million visits per month, where Chartbeat is only following referral traffic from Android.
Chartbeat attributes the exponential growth of referral site visitors from the mobile articles as users go on to transition away from desktop computers to mobile gadgets.
“Mobile web traffic to Charbeat’s client has grown over 20% since January 2017, showing how much more time users are spending on their mobile devices.”
There are a number of other factors also which contribute to the growth of referral traffic from Articles for You. One of them is Chrome being the top browser of the world. Additionally, users cannot avoid seeing suggestions as Articles for You show up by default each time when you open a new tab on Chrome.
Another reason why Chrome’s articles suggestions are so potent to drive traffic is that the suggestions are personalized and based on browsing history which interests users.
It is too early to ascertain how site owners can optimize for these articles, however, publishing AMP versions can be useful. As per Chartbeat, Articles for You primarily surfaces AMP pages, with around 72% of article suggestions leading to AMPs.
Now when Articles for You have become an important source of referral traffic, it is on their “research agenda,” says Chartbeat. The company will follow the trend closely and consistently report on any new updates.
Great content can bring you better search engine ranking for competitive queries but URLs can make a big difference! It is a durable URL that actually accumulates links or signals over time and releases fresh content. It is also responsible to maintain your position at the top of search results. “Durable URLs” are all that you need to ensure long-term SEO success.
What is a durable URL?
Unlike disposable URL, a durable URL is the one that remains lasting and could be updated with new or fresh content later. During the process, it continues to rank for various keyword targets to maintain ranking signals. However, there are plenty of URLs which are updated very often but are not said to be durable URLs. It’s just a way of thinking about URLs which decides the future success through the accumulation of signals such as inbound links.
Having a durable URLs ensures that the content becomes a dynamic document rather than an inactive proclamation. The best part is, the content matching the query can be updated any time, throughout the year.
Durable and disposable URLs
A durable URL, particularly the resource name or slug, must not contain any dates, opinions, author’s name, adjectives or any information about the post. It should simply match the crux of target search terms or keywords. It must be highly simple, short, easy to read and free from clutter. For an instance, a write up about digital marketing, a sound URL slug could be: digital-marketing or business-promotion-digital-marketing etc. Here, you can simply update content without even bothering about changing URL every year or month.
On the other hand, disposable URL slug could be like digital-marketing-trends-2018 or promote-business-with-digital-marketing-trends-2018. In such instances, the URL must be redirected to a new location to accumulate ranking signals or query else, no accumulation occurs and old versions are maintained. To have a new version for the next year, a new URL should be created to match the content. Creating a new URL means that the webpage must start from the beginning, having no likes, shares, tweets, bookmarks or pre-existing links.
Making a choice…
The big question is, how to choose whether to use durable or a disposable URL?
It is not always a compulsion to choose a particular type of URL. different content or keywords demand different URLs.
There are certain types of content that work best with a durable content including:
- Critical content and other content targeting vital short-tail keywords
- Time-sensitive content, most based on annual reports or other annual listings
- Content where core topics remain the same
- Content which needs to be updated on a regular basis
- Content that targets high search volume target keywords
- Content targeting keywords which might have a shift in context overtime
On the other hand, types of content which might benefit from disposable URL includes:
- Content that can be used as a reference for future use
- Content with a specific point of view
- Author’s content which needs no modification in future
- Content with no search volume target keywords
- Content with longer tail-keyword targets
However, redirects can help to pass many ranking signals yet, having a strong initial URL that stands the test of time is irreplaceable!
How evergreen URLs work?
Evergreen URLs are need of an hour. Content may need updates but the underlying URL and basic topic usually remains same. Having a better understanding of URLs can allow your website to maintain fresh content without actually getting worried about pre-existing ranking, traffic or social signals.
Make sure to pick your original URL wisely and then you can always have a chance to make necessary changes to title, images, meta description or text body, even after publishing new piece of content!
LinkedIn, the largest professional networking site, has introduced a new feature to post video ads for sponsored content on its news feed. Phil Spitzer, Product manager at LinkedIn, says that unlike pre or post-roll video ads, these video for sponsored content can be directly placed in the news feed as a standalone post.
The video ads present in the news feed, have persistent “call to action” button, that captures lead throughout the video, at any point. Advertisers are also equipped with conversion tracking, which allows them to measure the number of leads, website visits, and sign-ups, among other valuable actions. The actual performance can be estimated through insights and breakdowns like, who is watching the ads, who is getting engaged and who is converting.
Video of the sponsored content can be targeted on the basis of job title, seniority, industry type, skills or competencies, company name, and other categories.
Along with this, LinkedIn is also providing an opportunity for businesses to add video to their company pages. This enables companies and publishers to showcase a video directly on its page. As per LinkedIn, a company page video generates conversation 5x more, as compared to other content forms.
Twitter and Mailchimp ban ads on cryptocurrencies and ICOs
After Facebook and Google, two more online platforms including Twitter and Mailchimp have banned the ads for cryptocurrencies and ICOs. On Monday, Twitter announced that it would remove such ads, unless, listed on a major stock market, placed by a public company. Jack Dorsey, founder of Twitter is a cryptocurrency bull, but the move comes keeping in mind, the scam accounts and bots in social media sites recognized in the past.
A few days later, Mailchimp, the email distribution service, said that it would also block marketing campaigns relating to ICOs and crypto coins. Mailchimp explains that these campaigns are often associated with frauds, scams, phishing and misleading business practices.
Rising closures of cryptocurrency startups recorded
This week is marked by several new closures of cryptocurrency startups, indicating the uncertain nature of the rapidly evolving market. Firstly, Litepay, a merchant processor for litecoin payments, similar to BitPay, has ceased its operations. Litecoin Foundation apologizes for its hype, calling it “less than transparent nature”.
In Japan, two crypto exchanges are shut down over growing regulatory scrutiny. Mr. Exchange, being one of them, said that it had received an order late in January to beef up its internal protocols relating to the attack on Coincheck.
Similarly, Coinprism, a wallet service for colored coins, decided to shut down its operations, four years after its launching. Founder & CEO of Coinprism, Flavien Charlon, gave many reasons for its pack up, including rising of ethereum as the referred rails for token insurance; congestion on the bitcoin network; limitations of blockchain technology and prospects of heavier regulation.
Thailand moves a step closer to cryptocurrency taxation
Thailand is soon going to enact taxes on cryptocurrencies. As per a report by Nikkei Asian Review, Thai Revenue Department is expected to collect 7% VAT along with 15% withholding tax from investors trading cryptos in the country.
To regulate cryptocurrencies in Thailand, two decree drafts were passed previously by the Cabinet of Thailand. One of the two decree drafts is an effort to avoid tax avoidance and money laundering.
As per Bangkok Post, if trading through cryptocurrency exchange, retail investors may be eligible to waive VAT after the law comes into effect, they will face liability even if they have no capital gains. The report also suggested that the draft law is currently pending by the Royal Gazette, later which will be formally enacted.
AirAsia launching a cryptocurrency-based reward program
Tony Fernandes, AirAsia chief executive, has notified Nikkei Asian Review that the company is going to convert its frequent-flyer rewards program to a cryptocurrency platform “Bitcoin”. The move comes a part of company’s aim to proceed towards a cashless system and improve airline’s digital services.
Based on the platform, the customers will be able to buy seats, in-flight meals, seat upgrades, among various other services. He also told that the company would launch an initial coin offering (ICO). However, he did not provide any firm timeline or any information whether the company is planning to develop its own blockchain.
IBM taking cryptocurrency seriously
IBM has stepped forward to take cryptocurrency seriously. IBM has started to talk about how it can make use of cryptocurrencies in live applications and early-life prototypes. This has given a new reason for investors to consider cryptos.
With $140 billion, IBM has revealed CoinDesk about its meeting with executives of commodities trading platforms, large corporations and central bank to explore opportunities with cryptocurrencies to save money and generate higher revenue. The company has also hired a new head of blockchain development, Jesse Lund, to develop cryptocurrency strategy.