Best Business Search

Tag: Optimized

Is your business optimized for Google Discover? This guide is for you!

February 17, 2022 No Comments

30-second summary:

  • Would you turn down an opportunity to acquire new customers without breaking the bank?
  • Google Discover currently supports 800M users in exploration and is a great way to attract new audiences
  • Joe Dawson covers the “why” and “how” in this comprehensive Google Discover optimization guide

Even though spending on SEO plays such a major role in the online business sphere, most web admins spend their lives attempting to crack Google’s organic page ranking algorithms. As SEOs may or may not lose sleep over the latest updates, Google Discovery is surely a dreamy-eyed way to win more audiences.

What is Google Discover?

Discover is the brainchild that replaced Google Feed in 2018 and helps around  800M monthly active users with content exploration. Discover aims to push hand-selected news and articles directly to user feeds without the need for searching. Google builds a profile of users and supplies them with content considered relevant to individual interests.

Nothing is anonymous online, and we all leave digital trails of our fundamental interests. Just as your website offers opportunities to glean first-party data, so does Google. With the average person estimated to make at least three to four searches per day, that’s plenty of information to harvest.

Google Discover - a quick look

Source: Google Search Central

Google plays their cards close to their chest about how they build consumer profiles. Experts believe that the following are factored into the creation of these blueprints:

  • Search history unique to Google
  • Browser history of websites visited
  • Activity on any installed apps
  • Location, assuming this information has not been barred in settings

That’s certainly enough material to understand what a user may be interested in. Much like social media targeted advertising, Google knows what your audience wants to see and will do all it can to meet such desires through Discovery. It’s your responsibility to optimize your Discovery presence and ensure that your content is chosen to be pushed.

Why optimize Google Discover?

Discover attracts a loyal, returning audience to your website. It allows users to follow a particular brand or business, ensuring their content will always appear on their smartphone. Naturally, you need to earn this loyalty. The usual caveats apply here. Work to attract your target audience by speaking their language, delivering content that shows your brand can be relied upon.

Deliver content that shows people can rely on your brand - Google Discover optimization guide

Source: Marketing Charts

Perhaps more pertinently, Discover knows what users want to hear about – and delivers this in spades. Imagine that a user’s five most visited websites are for their local NFL team, a health food store in their town, a website specializing in tips for joggers, a website that sells running shoes, and a food blog packed with recipes. This suggests that the user in question enjoys sports and fitness. This individual’s Google Discovery feed will reflect this lifestyle.

Somebody with more sedentary hobbies may receive articles on the latest comings and goings on Netflix or technology and gadget news. If you optimize your content for Discover, it could be your website and articles that are pushed onto a smartphone. As Discover has an enviable CTR, this is not an opportunity to pass up.

How to optimize your website for Google Discover

Now that we’ve established that Discover fast-track site traffic, and by extension, conversions – how do you achieve this optimization? This fifteen-point checklist covers hints and tips to enhance your success rate.

1. Comply with Google’s policies

First thing’s first. Do not forget that Discover is a Google property, which means abiding by the search engine’s usual rules and regulations. In essence, that means continuing to follow organic SEO and page ranking practices.

As much as keeping on top of Google’s regular algorithm updates can sometimes feel like a full-time job, it remains necessary. To optimize the potential of Discover, your website must maintain standard white hat SEO protocols. If your dedication to improving page ranking and quality score slips, your content is less likely to be selected by Discover.

2. Create a Google My Business account

Here’s another quick and simple hack to help produce tangible results. Google always wants to provide users with the finest and most relevant connections. If you’re using Discover for ecommerce, the big G will consider a GMB account as a seal of quality. You’re likelier to be selected by Discover if you have an active profile – especially one that boasts organic, positive reviews.

3. Ensure mobile compatibility

When investigating different web design possibilities, highly prioritize mobile compatibility. This sounds like a no-brainer as Discovery is a mobile-centric tool, but you may be surprised at how many fall at this hurdle. Use Google’s Mobile Usability Report to check how your site is doing.

If you build your website through WordPress, consider taking advantage of the Web Stories plug-in. This is made for use on Google – after all, Web Stories even have their own segment on the search engine’s home page – and will often pique the curiosity of Discovery.

4. Feature larger images to create compelling UX and boost CTRs

You can even feature your card images in a large format by using the robots meta tag max-image-preview setting. This is a great way to gain more screen space and win audience attention that will drive CTR. According to Google, this increased a food blog’s CTR by 79 percent and drove a weekly magazine’s clicks by 332 percent across six months.

Google Discover optimization guide - use large images to drive CTR
Google Discover optimization guide – use large images to drive CTR

Source: Google Search Central

5. Find a unique niche and demonstrate your knowledge

Like when bidding for a plum PPC spot, popular keywords can create an extremely competitive environment in Discovery. Unless you’re among the major players in your industry, you risk being muscled out by more prominent names. For example, if you’re writing about sports, ESPN is always likelier to be selected to discuss the playoffs and significant incidents in a game.

That doesn’t mean that Discover is pointless, you’ll just need to think outside the box. Come up with a topic that could be less commonplace within your niches, such as a particular player, team, or set of stats. Discuss these at length, appealing to the regulations of the E-A-T algorithm, and the results will come.

6. Consider your target audience

Discover is designed to match the ideal content with the perfect audience. That needs to be considered when creating blog posts and similar copy. Take the time to build a picture of your target audience and use analytics to ensure you are appealing to them.

Based on the results, you may need to adjust your approach. For example, emotive language may attract one type of reader but deter users likelier to convert. Equally, you may find that you need to use less prose and more images to draw users you really want.

7. Master your headlines carefully

Over 14 percent of all Google text searches include a question. Embrace this in your headlines. If you pose a question, you’re likelier to be selected by Discovery and attract an audience’s attention.

All the same, never lose sight of Google’s quest for relevance. That means not trying to pull a bait and switch. A blog headlined “how to hire an app developer” needs to discuss the trials and tribulations of this very process. An article that says, “don’t bother – here is a DIY mobile app design guide to save money,” will not be embraced by Discovery.

8. Ensure your content is of the highest quality

We’ve just established that Google Discover has limited patience for clickbait, but you may be able to slip some of this material through the net.

You’ll quickly lose their trust and struggle to attract followers. The same applies to content that has not gone through a quality check process and is littered with typos and errors. Quality matters, so do not try to pull the wool over anybody’s eyes. Another way to create compelling, relevant content for your audience is by checking your Google search traffic and keyword research. This will help you distinguish and craft top-of-the-funnel (TOFU) content for key segments of the search journey and align it with the sales funnel.

9. Keep your finger on the pulse

News and current events are the bread and butter of Google Discover. On paper, Google will always look to deliver the latest and greatest news articles to users. Criticism has been leveled at Discover, claiming that it has been top-of-the-funnel (TOFU), but it still pays to remain relevant when attempting to appeal to algorithms.

Anecdotal evidence claims that Discover ranks some search terms that SEO does not, opening new opportunities. That does not mean that you should throw together a hot take on the latest Twitter controversy and wait for the clicks to roll in. If that flies in the face of your brand values, you’ll suffer in the longer term. Just avoid shying away from existing talking points that would add value to your audiences. Also, don’t hop on this bandwagon unless you have something valuable to say as a brand.

10. Encourage users to ‘heart’ you

If you have a captive audience outside of Discover, encourage them to follow you on this platform. Discover offers a heart icon that matches the purpose of a Facebook like, which is a direct way to show appreciation for the material.

If somebody follows an article from your site in their areas of interest, it will be noted on their Google profile. They are then likely to receive more content on the same subject from your brand – as are other, unrelated users that Google considers to have similar interests.

11. Increase your brand awareness

As an extension of the point above, users are prone to discover – and follow – your Discover profile if they are aware of your brand. Use your marketing campaigns to raise your Google Discover profile, steering people toward following you on here.

12. Regularly create and post new content

Discover is often looking for the newest insights and articles to share with users. As a result, a freshly published blog is much likelier to be selected than something penned weeks, months, or years previously – assuming it meets the quality standards we previously mentioned. Evergreen content occasionally gets picked up, but not as often.

Just be aware that articles selected by Discover tend to have a shorter shelf life than something penned with organic SEO in mind. You can still look to appeal to both markets. Discover can be just as helpful for an inbound marketing strategy. Just do not expect your blog to remain on the platform longer than three or four days.

13. Include images and videos in your content

Regardless of whether a picture is truly worth a thousand words, there is no denying that Discover looks to curate variety in its content. Websites that included images and video in their blog posts saw a much greater uptake in selection by Discover than those that relied on pure prose.

Quality matters just as much as quantity here. A quick video shot on your smartphone and shoehorned into your content will not cut the mustard. Discover looks for crisp, high-definition image quality in moving and static pictures alike, so always opt for the greatest resolution you can that retains mobile friendliness.

14. Interact on social media

Discover loves social engagement. As with organic SEO, Discover is likely to select and push content that attracts comments and shares on social media. This creates a chicken and egg scenario. Will your content go viral on social media because it was picked up by Discover, or did Discover push the content because it was gaining social media traction?

In truth, the order of events matters little. Discover can sit neatly alongside the likes of Facebook, Twitter, Instagram, and YouTube to bolster awareness of your content and amass an army of new followers. As always, this creates a snowball effect – the more followers you gain, the more strangers will have your content pushed to their appliances.

15. Track your analytics – and improve where necessary

Finally, as with your SEO performance, you should always keep an eye on your Google Discover traffic analytics. You’ll find this in your Search Console. Do not be alarmed if your Discover traffic looks low. It takes a couple of days for these visits to hit the report so things may change in time.

Discover may not be essential if you are still attracting attention through other means. But no website should ever turn down an opportunity to boost website traffic! So if your numbers are tracking lower than anticipated, revisit points one through fourteen and implement what you can to improve performance.


Joe Dawson is Director of strategic growth agency Creative.onl, based in the UK. He can be found on Twitter @jdwn.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.

The post Is your business optimized for Google Discover? This guide is for you! appeared first on Search Engine Watch.

Search Engine Watch


How to create an optimized career page for your website

August 25, 2018 No Comments

With recruitment as competitive a market as it has ever been, it’s essential to ensure every careers page or job vacancy on your website is fully optimized in order to place it in front of the perfect candidate online.

They are some of the largest and most powerful websites around, but typically online job boards lack page authority, so while you cannot compete with them on a domain level, you can still outrank these huge companies with good SEO.

The next step is selling your vacancy to the candidate, which can sometimes be a tough process, but one that your job pages can definitely help you out with.

How should you go about doing this?

Conduct thorough keyword research

Your first port of call to ensure your careers pages are fully optimized is to conduct some thorough keyword research in order to identify relevant keywords to target on your job pages.

Location-specific job searches invariably have a favorable ratio between search volume and keyword difficulty (competitiveness), so it’s crucial to ensure you are targeting properly before you begin to optimize.

Ahrefs is my tool of choice for this due to the ease of use and array of filters available to use.

Use internal links

Internal links are your chance to tell Google which pages on your site are the most important. You can manage your internal links as you wish, but one recommended strategy is for any page you are trying to rank, you should point internal links at it from the more powerful pages on your website.

A good way of finding these authoritative pages is by using the ‘Top Pages’ category in ahrefs (other tools are available) which will filter your pages by URL rating (authority) in a descending order. You are left with a list of your most powerful pages ready to be linked from.

When trying to boost vacancy pages, adding natural looking anchor text along the lines of ‘Like what you are reading? See our latest job openings’ and linking to the live positions can work well.

Internal linking is an oft-underutilized strategy in SEO and Andy Drinkwater is one of the more prominent voices on the topic often sharing useful, actionable information with the SEO community.

Maximize your content

Ensure the copy featured on each of your careers pages is optimized to rank well. Your content should be specific to your company and the individual role, with a minimum word count of 250 words.

Make it enticing! And if your company has a personality, ensure you show it.

The copy itself should be relevant and informative to the user, answering any specific queries they may have. The more information you can give the prospect the better.

Avoid duplicate content at all costs and try to be creative – you can assume the job seeker is looking at a number of job posts so you really need to try and stand out here.

Go behind the scenes

Provide potential employees with a look behind the scenes at your offices before they apply for a role. This is likely to benefit both you and the prospective employee as they can see if the environment appeals to them.

An office walkthrough is the ideal way to show what life is like at your company, plus the tour footage can form part of your Google Business listing (if recorded by an accredited Google Business). Appearing alongside your company address and telephone number, it’s an effective way to boost your site’s local SEO.

If you really want to stand out from your competitors, however, why not invest in a 360 degree tour of your office? This can also be VR-based. Interactive and realistic, it’s the next best thing to being in your office in person and will help a prospective employee to really visualize working for you.

Once you’ve taken these factors into consideration, you also need to think about Google Jobs.

What is Google Jobs?

Having launched in the US in 2017 and the UK in July this year, Google’s new job search tool Google Jobs looks set to radically alter the way job seekers search for roles, also impacting recruitment agencies and their processes.

Google caused a disturbance in the flight industry with the launch of Google Flights, which saw an immediate uptake in bookings from customers who were frustrated by the tendency of airlines to withhold information about additional costs such as baggage fees whilst booking, in order to make their flights appear cheaper.  

Inc.com attributed the success of Google Flights to increased transparency to customers, who are able to see all the relevant costs prior to booking a flight, plus any predicted delays. The impact of the launch of Google Flights was immediate, with Business Insider stating the platform was “an embarrassment to the airline industry”.

The search engine’s success in identifying and capitalizing upon weaknesses in the travel and tourism industry is expected to be replicated in the recruitment industry with the launch of Google Jobs.

Simply recognizing users’ frustration at a lack of information, collating results at once and then proceeding to provide this information immediately results in a more valuable service for users.

What does the launch of Google Jobs mean for job vacancies online?

Google Jobs has been designed to simplify and speed up the process of job-hunting for the job-seeker. At the US launch of Google Jobs last year, Google CEO Pichai Sundar announced that the purpose of the tool was to “better connect employers and job seekers”.

Users are able to filter roles by key criteria such as necessary qualifications and experience, working hours, salary and commute. Recruiters and employment platforms currently working with Google Jobs include LinkedIn, Monster, Glassdoor and Payscale (but interestingly, not Indeed).

The impact on recruitments companies will be severe. Even if you were ranking #1, you will now have the Google Jobs ‘import’ sitting above you plus the usual PPC ads.

While it’s safe to assume that Google will weight Google Jobs above all other recruitment platforms, it is worth bearing in mind that the company recently received a $ 5 billion fine from the EU for abusing their Android dominance, so they may – initially at least – proceed with more caution than usual.


What does this mean for my job vacancy?

Google Jobs pulls through vacancies from many recruitment company sites and jobs boards. Unfortunately, at the time of writing, there isn’t the ability to get your (a SMEs) specific role featured in the platform without posting it on one of these jobs sites/boards.

For businesses who have steered clear of these in the past, now may be the time to start to signing up.

We can assume Google Jobs’ popularity is only going to increase so if you want to maximize the chance of your vacancy being seen, don’t get left behind.

 

Search Engine Watch


How to create an optimized career page for your website

August 25, 2018 No Comments

With recruitment as competitive a market as it has ever been, it’s essential to ensure every careers page or job vacancy on your website is fully optimized in order to place it in front of the perfect candidate online.

They are some of the largest and most powerful websites around, but typically online job boards lack page authority, so while you cannot compete with them on a domain level, you can still outrank these huge companies with good SEO.

The next step is selling your vacancy to the candidate, which can sometimes be a tough process, but one that your job pages can definitely help you out with.

How should you go about doing this?

Conduct thorough keyword research

Your first port of call to ensure your careers pages are fully optimized is to conduct some thorough keyword research in order to identify relevant keywords to target on your job pages.

Location-specific job searches invariably have a favorable ratio between search volume and keyword difficulty (competitiveness), so it’s crucial to ensure you are targeting properly before you begin to optimize.

Ahrefs is my tool of choice for this due to the ease of use and array of filters available to use.

Use internal links

Internal links are your chance to tell Google which pages on your site are the most important. You can manage your internal links as you wish, but one recommended strategy is for any page you are trying to rank, you should point internal links at it from the more powerful pages on your website.

A good way of finding these authoritative pages is by using the ‘Top Pages’ category in ahrefs (other tools are available) which will filter your pages by URL rating (authority) in a descending order. You are left with a list of your most powerful pages ready to be linked from.

When trying to boost vacancy pages, adding natural looking anchor text along the lines of ‘Like what you are reading? See our latest job openings’ and linking to the live positions can work well.

Internal linking is an oft-underutilized strategy in SEO and Andy Drinkwater is one of the more prominent voices on the topic often sharing useful, actionable information with the SEO community.

Maximize your content

Ensure the copy featured on each of your careers pages is optimized to rank well. Your content should be specific to your company and the individual role, with a minimum word count of 250 words.

Make it enticing! And if your company has a personality, ensure you show it.

The copy itself should be relevant and informative to the user, answering any specific queries they may have. The more information you can give the prospect the better.

Avoid duplicate content at all costs and try to be creative – you can assume the job seeker is looking at a number of job posts so you really need to try and stand out here.

Go behind the scenes

Provide potential employees with a look behind the scenes at your offices before they apply for a role. This is likely to benefit both you and the prospective employee as they can see if the environment appeals to them.

An office walkthrough is the ideal way to show what life is like at your company, plus the tour footage can form part of your Google Business listing (if recorded by an accredited Google Business). Appearing alongside your company address and telephone number, it’s an effective way to boost your site’s local SEO.

If you really want to stand out from your competitors, however, why not invest in a 360 degree tour of your office? This can also be VR-based. Interactive and realistic, it’s the next best thing to being in your office in person and will help a prospective employee to really visualize working for you.

Once you’ve taken these factors into consideration, you also need to think about Google Jobs.

What is Google Jobs?

Having launched in the US in 2017 and the UK in July this year, Google’s new job search tool Google Jobs looks set to radically alter the way job seekers search for roles, also impacting recruitment agencies and their processes.

Google caused a disturbance in the flight industry with the launch of Google Flights, which saw an immediate uptake in bookings from customers who were frustrated by the tendency of airlines to withhold information about additional costs such as baggage fees whilst booking, in order to make their flights appear cheaper.  

Inc.com attributed the success of Google Flights to increased transparency to customers, who are able to see all the relevant costs prior to booking a flight, plus any predicted delays. The impact of the launch of Google Flights was immediate, with Business Insider stating the platform was “an embarrassment to the airline industry”.

The search engine’s success in identifying and capitalizing upon weaknesses in the travel and tourism industry is expected to be replicated in the recruitment industry with the launch of Google Jobs.

Simply recognizing users’ frustration at a lack of information, collating results at once and then proceeding to provide this information immediately results in a more valuable service for users.

What does the launch of Google Jobs mean for job vacancies online?

Google Jobs has been designed to simplify and speed up the process of job-hunting for the job-seeker. At the US launch of Google Jobs last year, Google CEO Pichai Sundar announced that the purpose of the tool was to “better connect employers and job seekers”.

Users are able to filter roles by key criteria such as necessary qualifications and experience, working hours, salary and commute. Recruiters and employment platforms currently working with Google Jobs include LinkedIn, Monster, Glassdoor and Payscale (but interestingly, not Indeed).

The impact on recruitments companies will be severe. Even if you were ranking #1, you will now have the Google Jobs ‘import’ sitting above you plus the usual PPC ads.

While it’s safe to assume that Google will weight Google Jobs above all other recruitment platforms, it is worth bearing in mind that the company recently received a $ 5 billion fine from the EU for abusing their Android dominance, so they may – initially at least – proceed with more caution than usual.


What does this mean for my job vacancy?

Google Jobs pulls through vacancies from many recruitment company sites and jobs boards. Unfortunately, at the time of writing, there isn’t the ability to get your (a SMEs) specific role featured in the platform without posting it on one of these jobs sites/boards.

For businesses who have steered clear of these in the past, now may be the time to start to signing up.

We can assume Google Jobs’ popularity is only going to increase so if you want to maximize the chance of your vacancy being seen, don’t get left behind.

 

Search Engine Watch


Powered by WP Robot