Brafton

Google’s Knowledge Graph search update delivers “content you want” – not keyword results

Katherine Griwert — Wed, 16 May 2012 23:55:03 +0000

Google has announced its latest update that will break the search mold of matching keywords to queries. The company's Knowledge Graph attempts to revolutionize search by making its engine "understand the world a bit more like humans do." The update is a step toward giving users relevant, meaningful answers to searches instead of results that seem to match queries - completely changing SEO and supporting Google's effort to become a "knowledge engine" instead of an "information portal."

Building the bridge between queries and meanings

The Knowledge Graph helps Google understand the meaning of queries and the relationships between different objects in the real world. Google explains that the goal of the Graph is to collect information about different real-world entities (like a book, a product or a person) so that the search engine will be able to provide the best answers by combining info it deems relevant and info other searchers' have marked as useful on that topic. Among other things, the Graph seems to incorporate more search history and aggregate social data into results, with Google indicating it draws on "collective human wisdom." The update seems to shed light on Matt Cutts' recent Webmaster Central video that carefully explained Google's use of human raters in search ranking. In a video announcement of the Graph, Google's Jack Menzel said, "If we can understand that [queries] are talking about real-world things, then we can do a better job of getting you just the content that you want off the web." This mirrors an earlier statement from Menzel about SEO and the rise of the interactive web. Brafton quoted him at SMX West as saying that Google "wants the web to be about conversations" to provide contextual answers and meaningful content.

The Knowledge Graph and the changing the nature of SEO

The Knowlege Graph tries to treat web entities as objects in the real world. The company explains this means Google search attempts to understand the relationships between "things, not strings" which SEO marketers might interpret as an emphasis on contextual relevance over links. "As we grow the knowledge graph, we're excited at the opportunity we have to understand users queries, to understand the information on the web and intelligently connect the two," said Sashi Thakur, technology lead. This brings to mind the contextual markup tool, schema.org, which Google has supported in the past. Though, as Search Engine Land reported, Google's Matt Cutts has advocated rel=author above schema.org to help sites build contextual authority through their content writers. The update suggests site owners and marketers must strongly consider adding rel=author to build brand authority in their niche. Social data will wield more influence in what ranks for searches with this update. As product manager Emily Moxley explained, Google will "jumpstart [searchers'] research by combining the information that others found useful with information in the Knowledge Graph." The company says people's activity will inform what it puts in the database.

Three initial Knowledge Graph elements that impact search

Google's Amit Singhal broke down the first three features that will roll out as part of the Knowledge Graph.

Smarter interpretation of search queries: The Knowledge graph will help Google understand the meaning of words users type in based on their real-life meanings. Google presents a side bar with different interpretations of search query meanings, and users can narrow their results by clicking the interpretation that is relevant to them.
More contextual information around results: Continuing its rising tradition of putting answers directly on SERPs, the Knowledge Graph gives users summaries of the core details around their searches. The information included in summaries is based on Google's studies of aggregate searches conducted around specific queries.
Discovery through search: Google provides information for search queries to give users additional facts and make them aware of unexpected connections. In some cases, this feature may answer questions that would have merited follow-up searches, and in other instances Google says it could start a whole new line of searches. Singhal explains:

We’ve always believed that the perfect search engine should understand exactly what you mean and give you back exactly what you want. And we can now sometimes help answer your next question before you’ve asked it, because the facts we show are informed by what other people have searched for.

Google's move toward a search landscape that gives users "exactly what [they] want" is an indication that sites looking to gain visibility on the web will have to work on the same principle of satisfying users. Search enhancements from the Knowledge Graph are being rolled out gradually, and Google says smartphone- and tablet-friendly versions will soon be available. Marketers can learn more about the Knowledge Graph in the official video announcement.

Facebook study shows brand-related posts drive the most social marketing engagement

Katherine Griwert — Wed, 16 May 2012 18:00:01 +0000

Facebook recently released insights from an internal study to help marketers understand which Page posts generate the most engagement on its network. Based on four weeks' worth of surveillance of 23 brand Pages representing six industries, the social giant advises that businesses share content about their brands. According to the report, "topics related to the brand" are among the posts most likely to generate shares, Likes and comments. But what topics are "related to the brand?" Facebook broke down social content into three categories:

Messages about services (ie: announcements of a new product or store location)
Messages "unrelated" to the brand (ie: industry irrelevant conversational posts, such as "Hang in there, Monday's almost over!")
Messages related to the brand (which seem to cover a vast array of topics, ie: a travel industry post prompting users to share why they went on their first cruises)

Based on these content categories, messages related to the brand seem to include anything except purely promotional posts and chatty posts (and Brafton has reported that a separate study from ExactTarget reveals chit-chat posts are often a reason people unLike brands on the network). The Facebook study offers some more concrete takeaway in describing what types of posts related to brands are best for:

Generating shares: Photos
Driving Likes: Posts prompting users to Like something
Fostering comments: Posts that pose questions

"You can maximize your success on Facebook by optimizing your Page posting strategy for the type of engagement you are trying to drive," the company said in its report. The study represents a nice gesture on the social giant's part to help businesses better serve fans on the site, but the lack of raw figures relating to shares and Likes generated by different content types and vague content descriptions may leave marketers wanting more insights... Finding the right strategies to engage Facebook audiences is increasingly important as the network expands and offers reach to more online shoppers. Brafton recently reported that the social site has more than 900 million active users.

Lessons in quality content marketing from recent search updates

Jacquelyn Giardina — Wed, 16 May 2012 13:49:41 +0000

There have been a lot of changes to Google search in the past few weeks, and businesses can use these insights to think about how to improve SEO. Of course, content marketing for search optimization should be focused on the user above all. Brafton has a separate blog post exploring how content for users is key to succeeding in the post-Panda and post-Penguin Google search zoo. But it's worthwhile to take a look at other updates as a reminder of how Google is working to provide quality results to users. The changes should inspire reflection on your content marketing to make sure you're working toward the same goal – a positive experience for prospects! Here are some of the biggest updates Google announced in March and April, plus insights on what they can tell us about quality content marketing.

Smoother ranking changes for fresh results, with a focus on quality:

There were a series of updates in April that focus on helping users find the freshest results. As Brafton reported, Google also made clear that it was working to prevent low-quality content from receiving any boost due to freshness.

What does this tell us?

This search tweak builds on Google's longstanding fresh factor algorithm and indicates that Google correlates recency with relevancy – and your online prospects likely do as well. In the past, Google Fellow Amit Singhal has said that "search results, like warm cookies right out of the oven… are best when they're fresh. Even if you don't specify it in your search you probably want results that are relevant and recent."

"Search results, like warm cookies right out of the oven… are best when they're fresh. Even if you don't specify it in your search you probably want results that are relevant and recent." - Google Fellow Amit Singhal

This should be a reminder to resource your content marketing campaign appropriately so you can add to your blog, news feed, article pool, infographic center, etc on a regular basis. However, the quality parameters Google outlined make clear that your content writers also have to be ready to write engaging and compelling copy – updated content that offers no interest or value won't help your site.

Improvements in date detection for blog pages:

In March, Google updated its system to better identify the dates for blog landing pages.

What does this tell us?

Date and time stamping your content on the homepage, blog or news hub pages and individual post pages is extremely important to the freshness factor. Google is interested in how frequently you are updating your news and blog. Make it easy for Google to see how frequently you are updating your site – and in doing so, you'll also make it easy for users to understand when content was updated. This makes your site more credible, and, as Brafton has reported, 92 percent of businesses who gain customers through their company blogs update multiple times per day.

Improvements to freshness in video universal:

Google improved the freshness of video results in its March updates.

What does this tell us?

Like the other freshness updates, this tells us the value of updated content is here to stay. It also indicates that video is a growing form of content. Just like infographics, video has the potential to go viral. Do you have videos on your site? Consider adding them to your content marketing mix. As Brafton has reported, some of the top videos on YouTube are how-to style clips that brands can adopt to explain their own products or services in-depth.

Better interpretation and use of anchor text:

This update, from March, improved the systems Google uses to interpret and use anchor text. This will help Google determine how relevant and valuable the anchor text is to a specific query.

What does this tell us?

Incorporating diverse anchor text throughout your entire site is extremely important. Make sure the anchor text you use for internal linking is relevant, unique and succinct to the specific target page – and don't always use the same keywords as text for your links. Also, make sure you don't have too many spammy links pointing to your site with the same anchor text (this is part of the webspam targeted by Penguin). Search Engine Land has a great post about how you can ask thin sites to remove unwanted or spammy inbound links.

More comprehensive predictions for local queries:

In April, Google announced it has improved its autocomplete functions for local queries. It's also working harder to serve users nearby results for searches with location terms and results from their countries for all searches.

What does this tell us?

Google is getting smarter about when users want local information, and you should consider if locally targeted content might address issues that matter to your online prospects. Start thinking about how you can include local issues that are relevant to your audiences. Also, make sure you've covered your local SEO basics so Google will know when your site is relevant to local searchers. (Claim your Google Places listings and put your contact information on the footer of every content page.)

More spell corrections:

Google is working to improve its understanding of queries that have spelling mistakes, evidenced in its April updates. The company is working to make corrections for longtail queries longer than 10 words and aims to prevent its engine from giving bad spell suggestions (ie: Did you mean [totally not what the searcher meant]…).

What does this tell us?

For one, if you're building content around common misspellings to catch longtail queries, stop. Google is now less likely to show your exact match but incorrectly spelled result. Plus, searchers will probably catch their own error, and they won't think highly of a brand that spells a word wrong multiple times. Moreover, it's clear that Google is working to correct typing errors as a means of providing the best information to users – and so should you. It's increasingly important to make sure you're producing content that is edited by knowledgeable content writers. The occasional typo is bound to sneak by; that's natural when you're working with human writers. But you should have a system in place that helps ensure your content marketing is edited for minimal mistakes if you want to make a good impression on prospects. Google's search updates aren't magic bullets to target in order to win top search rankings. But they offer insights on what characteristics Google considers quality in results, and providing quality information is the new No.1 way to achieve SEO.

Study: Content marketing influences electronics and retail shoppers with smartphones at point of purchase

Joe Meloni — Tue, 15 May 2012 20:33:44 +0000

A report from Nielsen suggests that electronics shops and department stores are the locations where consumers are most likely to turn to their smartphones for online shopping. For marketers, this demonstrates the value of web content marketing for products in these verticals. Seventy-three percent of respondents said that they turn to their smartphones for information on electronics they plan to purchase while in stores. An additional 43 percent said the same for department stores. Other locations consumers consult the web from include office supply stores, specialty clothing stores and grocery stores. Many respondents said that they read product reviews and website content when shopping. Any article or blog post that helps consumers learn more about the products they're considering can influence their purchase decisions. Developing these pieces as part of a content marketing strategy can help businesses appeal to potential customers and others in a less invasive manner than traditional advertising materials. Consumers also turn to their smartphones while shopping to find coupons, price comparisons with different vendors on the web and QR codes businesses use. Brafton recently reported that the global smartphone market has grown by 42 percent in the last year. Moreover, smartphone ownership is expected to continue its rapid surge in the next few years. As portable, internet-enabled devices promote constant web access, businesses must consider ways to keep their internet marketing campaigns fresh to drive maximum impact among Americans who do online research while they shop.

Consumers favor Facebook for now, but survey says social marketing must include emerging platforms

Joe Meloni — Tue, 15 May 2012 19:45:57 +0000

The rapidly evolving nature of the internet has changed the way most consumers view the future of their favorite websites. According to a poll from the Associated Press and CNBC, 51 percent of Americans have favorable view of Facebook, but 46 percent believe it will become obsolete as new social networks come along. This should remind marketers of the value in creating cross-platform social marketing campaigns to keep up with the shifting social landscape. Given the company's ongoing situation with its imminent IPO, consumers' expectation that the network will fade could be troubling for Facebook. However, the company's consistent innovation and its place in the everyday lives of its users bodes well for its future. Despite those counting against it, 43 percent of respondents said that they believe Facebook will be successful for years to come. Other companies boast similarly strong favorability ratings, according to the poll. Seventy-one percent of respondents said they maintain a good impression of Google. Even with earlier reports about dissatisfaction with the company's recent privacy adjustments, consumers still use Google and plan to moving forward. The same amount of consumers said they think well of Apple and Microsoft. However, Twitter came in at the lowest total of positive perceptions by far, with just 27 percent of respondents holding the microblogging site in high regard. Depsite this view of Twitter, the social platform remains a top choice for businesses' social media marketing campaigns. Brafton recently reported that 96 percent of the top 250 ecommerce vendors on the web maintain Twitter presences. Moreover, a study that came out last year found 35 percent of consumers say Twitter has influenced purchases compared to 23.5 percent who say Facebook has impacted their buying decisions.

Product reviews influence consumer purchase decisions

Joe Meloni — Tue, 15 May 2012 18:30:38 +0000

A report from AYTM Market Research found that product reviews are increasingly popular among consumers shopping on the web. More than 82 percent of respondents have been directly influenced by a review on a website, and 24.6 percent say reviews "often" impact their purchase decisions. When it comes to generating or cultivating reviews, marketers can opt for different methods. In general, the review as website content is most likely to suit B2C companies or resellers in the B2B sector. Including reviews as part of a content marketing strategy is one approach. This can help businesses improve on two fronts. While the fresh, relevant content will help the technical side of SEO, high-quality review articles will also keep consumers engaged and returning to the site for insights on future purchases. However, many have opted to allow consumers to write their own reviews as part of a comments system on product pages or service landing pages. Providing prospects with this option conveys transparency that builds trust and encourages engagement that can keep customers returning to the website. Moreover, when these reviews are well done and help others make purchase decisions, they add even more value to a website - which ultimately supports SEO. More than 87 percent of respondents to the AYTM survey said that they usually trust reviews they see on the web to provide a "truthful and impartial" look at a product. Brafton recently highlighted a user-generated review campaign from an ecommerce coffee vendor. Among the benefits the site saw from allowing customers to discuss products were increased engagement, conversion and time on site. Prospects who read reviews written by other customers converted 125 percent more frequently than those who did not read the content.

Tablets expected to generate 10 percent of all website traffic in 2014

Joe Meloni — Tue, 15 May 2012 15:55:53 +0000

A report from Adobe Systems found that mobile web traffic generated by tablets is set to surpass traffic from smartphones by early 2013 based on current growth rates. Moreover, the study suggests tablets may soon become preferred computing devices for consumers as the web experience they provide is similarly engaging and easy. For marketers, increased tablet ownership places emphasis on engaging news content. Brafton has frequently detailed the increase in news access that often comes when consumers purchase tablets. Furthermore, enterprise adoption is increasing as well, which means news content marketing campaigns aimed at B2B buyers can help marketers drive traffic. Adobe pointed to a series of statistics in its report, which further support its notion that marketers must be aware of tablets' role in web browsing. Traffic from iPads and other devices has grown 10 times faster than website visits from smartphones. The devices' share of website traffic is expected to reach 10 percent of all traffic in 2014. Tablet web access and smartphone browsing are both critical moving forward, but they lend themselves to different behaviors on the web. Tablet users are more likely to treat their experience as PC owners would, while smartphone visits are typically for quick bits of information. Brafton has reported that news consumption on tablets is especially high, which may influence brands' content marketing campaigns if they hope to reach this rising audience. Despite the growth of tablets for web browsing, desktop and laptop computers are currently used three times as often as tablets to access the web. Brafton recently highlighted a report from Yahoo that found the tablet is becoming more popular as an in-home computing device, saying there will be more than 424 million active handsets by 2017.

Twitter rolls out weekly email featuring top content

Joe Meloni — Tue, 15 May 2012 14:30:54 +0000

Twitter announced a new feature that will bring users the top content from the week based on the links, Tweets and activity that generated the most buzz in their feeds. The new feature will appear in users' email inboxes in the next few weeks, but users can opt out. The weekly emails present marketers with another opportunity to reach online audiences across multiple channels. Marketers that create engaging, informative content can benefit from this feature as it has the potential to generate more exposure for their articles and blog posts. Encouraging followers to share social posts with their followers is important for any social media marketing campaign. Twitter's new feature could help companies appeal to social users more effectively and through a different channel. While there's a fine line between fueling discovery of relevant content and frustrating users with new features that take away from Twitter's primary use, the best of Twitter emails could be a boon for content marketing. The best of Twitter email will help businesses extend the life of their Tweets by distributing top social content to users who may have missed the links the first time around. Brafton recently reported that new features from Twitter support a greater focus on serving users content that is highly relevant. The Discover tab, which launched in December, received a revamp recently that focuses on showing users Tweets, links and other content that generates conversations among their followers and accounts they follow, rather than throughout the social network, to provide more targeted information. Marketers should similarly tailor their shared content to meet the interests of their social audiences.

Moms active in the blogosphere, becoming sought-after brand advocates

Joe Meloni — Tue, 15 May 2012 13:30:39 +0000

A report from Nielsen found that mothers are becoming an increasingly active demographic on the web, with social media and blog content as two channels they're especially tuned into. Marketers are finding this audience has the potential to offer valuable word-of-web referrals. According to the study, Pinterest is especially appealing to this demographic, with 4.9 million American mothers active on the site. Nielsen said that moms are 61 percent more likely to visit the social network than the average American. The importance of the products and services mothers bring into their households has also led to increased activity around brand's social media marketing campaigns.

Moms are 38 percent more likely to engage with a brand on a social network than most Americans.

More than 72 percent of mothers active on the internet visit Facebook, while 14 percent use Twitter. Blogging platforms Blogger and Wordpress are also frequently accessed by moms. The ability to create content that can reach their friends and other mothers has led to more women using the web to discuss different aspects of parenting. As such, brands targeting parents should create content that makes good social discussions and inspires blogs (and likely mentions) among their audience. Fifty-two percent of all bloggers describe themselves as parents with children under the age 18. While not all of them are creating content about parenting or advocating for brands, their presence in the blogosphere warrants articles and social content tailored to them. Brafton recently reported that younger mothers are especially good targets for new media marketing campaigns. The increasingly tech-savvy demographic frequently turns to social channels to learn about new products while keeping in touch with friends and family.

Top ecommerce vendors favor multi-platform social media marketing campaigns

Joe Meloni — Mon, 14 May 2012 19:40:29 +0000

A report from Campalyst found that the most successful ecommerce companies are boosting their success with social media marketing campaigns that favor a multi-platform approach. By maintaining presences on different social networks, businesses have found they can target segments of their audiences most active on these platforms. According to the study, 97 percent of the top 250 vendors on the web maintain Facebook accounts, generating Likes from their fans. Twitter has attracted 96 percent of these top vendors that say they use the site to engage consumers. Video marketing is becoming more popular as well, with 90 percent of top vendors creating content to share on the web's most frequently visited video platform. Even networks with less established presences have attracted some of the most successful companies, with 67 percent using Google+ and 61 percent on Pinterest. Social media marketing has shifted in the last few years from a nice addition to marketing campaigns to a competitive necessity. With so many successful companies using social media to engage their audiences, any organization still hesitant to do so has already fallen behind. As more consumers grow comfortable with social media, its influence on their shopping habits is growing in kind. Brafton recently reported that 78 percent of consumers claim Tweets and other posts on social networks have as much of an impact on their purchase decisions as advice from friends, family or other contacts.