All Script And Tols For Free: 🔍 Growing emphasis on SEO

Apr 08, 2020

Good morning search marketers, SEO is perhaps more important than ever,

We could expect to see SEO gain heightened attention in organizations. A new survey of marketers across B2B, retail, healthcare, media and other industries shows that SEO is going to be a key focus during this downturn as companies cut advertising budgets and double-down on the long-term benefits of SEO. Just 5% of respondents said SEO would decrease in importance. Even more reason to pay extra attention to SEO now — your competitors are likely doing the same.

We know it may seem like an odd time to talk about hiring given the unemployment news of the past few weeks and pain many are experiencing right now. But as of yesterday, LinkedIn had 11,963 "SEO" jobs in the U.S. alone. (Apple, Red Ventures and the New York Times are among those looking to fill SEO roles, if you're in the market.) If you're among those hiring, there's a lot on the line in getting it right. SEO veterans Lily Ray, Dana Tan and Jessica Bowman share their advice for making successful SEO hires.

Pinterest has been steadily building up its features for digital commerce marketing. Yesterday, the company announced features rolling out in the app to make it easier for users to find and shop for in-stock home decor and fashion products from retailers. The new capabilities include visual search integrations with shoppable Pins and new "Shop" tabs. Pinterest also said shopping engagement is up and that traffic to retailers has increased by 2x in the past year.

Heads up if you're a Google Ads API user, Google won't be shutting down v1 until the end of July. It also will either defer or give developers more time to implement any updates that require code changes to the ads APIs given the work strains many are under.

A big thank you to search consultant Marie Haynes, Olga Andrienko of SEMRush, Mordy Oberstein of Rank Ranger and Peter Meyers from Moz for joining Barry Schwartz on Live with Search Engine Land yesterday for a fascinating discussion about search disruption during COVID-19, YMYL and more. Check out the replay if you missed it.

Read on for a Pro Tip on Fact Check structured data and much more.

Ginny Marvin
Editor-In-Chief

Pro Tip

How to use Fact Check structured data

"There are different types of markup you need to include on a fact-checking page. The first is the ClaimReview element," explains John Lincoln of Ignite Visibility. "Pay particular attention to the following properties with this element:"

claimReviewed: This is the text of the claim that you're fact-checking. For example: "The earth is flat."

reviewRating: The actual rating of the claim. This isn't just a simple text string like claimReviewed. Instead, it's a review-type element.

URL: Link to the page containing the full text of the review. The domain of the URL must be the same domain name as the page hosting the ClaimReview element.

author – The publisher of the article checking the claim.

datePublished: The publication date of the article checking the claim.

itemReviewed: The full details of the claim getting reviewed.

Learn more »

The reason websites are losing valuable traffic from Google

In 2019, companies dependent on search traffic found out that, for 51% of all searches performed, Google fails to deliver a click to any external website. The data behind the growing number of these "Zero-Click Searches" prompted preeminent search expert Rand Fishkin to proclaim that Google is now undeniably "everyone's competitor" in search. This white paper from LongtailUX demonstrates the solution is to beat Google to the punch — creating landing pages that serve longtail search better than Google can.

Learn more »

Mindful Moment

This is a difficult time for us all. We are sharing a mindfulness exercise daily to help those interested to take a moment to decompress and regain focus. If you have a tip or exercise to share with the community, please email me at gmarvin@thirddoormedia.com.

Yawn and stretch for 10 seconds every hour. Do a fake yawn if you have to. That will trigger real ones. Say "ahh" as you exhale. Notice how a yawn interrupts your thoughts and feelings. This brings you into the present. Then stretch really, really slowly for at least 10 seconds. Notice any tightness and say "ease" or just say hello to that place (being mindful — noticing without judgment). Take another 20 seconds to notice and then get back to what you were doing. From Psychecentral.com.

Search Shorts

Searcher behavior impact on Google?

Searcher behavior influence. Does searcher behavior influence changes to Google search in general? See how some Googlers responded to that question.

Summary of Google COVID-19 changes. Google posted on Twitter a summary of the changes it made to Google Search over the COVID-19 crisis.

SpecialAnnouncement live soon. The new SpecialAnnouncement structured data should be live in Google search soon, said Danny Sullivan.

Local restaurant support. TripAdvisor launched several initiatives aimed at COVID-19 relief, including helping make it easier to feature gift cards and find restaurants still open for takeout or delivery.

Stay up-to-speed on modern marketing

How will your martech stack and processes be impacted by COVID-19? How can you deliver a personalized user experience without betraying privacy? Get the answers to these and more crucial questions April 21-23 at Discover MarTech!

See the agenda! »