Tag Archive | "Play"

New app rating formula headed to Google Play will favor newer reviews

Recent ratings will carry more weight to reflect the current state of your app.



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Should SEOs & Content Marketers Play to the Social Networks’ "Stay-On-Our-Site" Algorithms? – Whiteboard Friday

Posted by randfish

Increasingly, social networks are tweaking their algorithms to favor content that remains on their site, rather than send users to an outside source. This spells trouble for those trying to drive traffic and visitors to external pages, but what’s an SEO or content marketer to do? Do you swim with the current, putting all your efforts toward placating the social network algos, or do you go against it and continue to promote your own content? This edition of Whiteboard Friday goes into detail on the pros and cons of each approach, then gives Rand’s recommendations on how to balance your efforts going forward.

Should SEOs and content marketers play to the social networks "stay-on-our-site" algorithms?

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about whether SEOs and content marketers, for that matter, should play to what the social networks are developing in their visibility and engagement algorithms, or whether we should say, “No. You know what? Forget about what you guys are doing. We’re going to try and do things on social networks that benefit us.” I’ll show you what I’m talking about.

Facebook

If you’re using Facebook and you’re posting content to it, Facebook generally tends to frown upon and lower the average visibility and ability of content to reach its audience on Facebook if it includes an external link. So, on average, posts that include an external link will fare more poorly in Facebooks’ news feed algorithm than on-site content, exclusively content that lives on Facebook.

For example, if you see this video promoted on Facebook.com/Moz or Facebook.com/RandFishkin, it will do more poorly than if Moz and I had promoted a Facebook native video of Whiteboard Friday. But we don’t want that. We want people to come visit our site and subscribe to Whiteboard Friday here and not stay on Facebook where we only reach 1 out of every 50 or 100 people who might subscribe to our page.

So it’s clearly in our interest to do this, but Facebook wants to keep you on Facebook’s website, because then they can do the most advertising and targeting to you and get the most time on site from you. That’s their business, right?

Twitter

The same thing is true of Twitter. So it tends to be the case that links off Twitter fare more poorly. Now, I am not 100% sure in Twitter’s case whether this is algorithmic or user-driven. I suspect it’s a little of both, that Twitter will promote or make most visible to you when you log in to Twitter the posts that have been made or the tweets that have been made that are self-contained. They live entirely on Twitter. They might contain a bunch of different stuff, a poll or images or be a thread. But links off Twitter will be dampened.

Instagram

The same thing is true on Instagram. Well, on Instagram, they’re kind of the worst. They don’t allow links at all. The only thing you can do is a link in profile. More engaging content on Instagram, as of just a couple weeks ago, more engaging content equals higher placement in the feed. In fact, Instagram has now just come out and said that they will show you content posts from people you’re not following but that they think will be engaging to you, which gives influential Instagram accounts that get lots of engagement an additional benefit, but kind of hurts everyone else that you’re normally following on the network.

LinkedIn

LinkedIn, LinkedIn’s algorithm includes extra visibility in the feed for self-contained post content, which is why you see a lot of these posts of, “Oh, here’s all the crazy amounts of work I did and what my experience was like building this or doing that.” If it’s a self-contained, sort of blog post-style content in LinkedIn that does not link out, it will do much better than posts that contain an external link, which LinkedIn sort of dampens in their visibility algorithm for their feed.

Play to the algos?

So all of these sites have these components of their algorithm that basically reward you if you are willing to play to their algos, meaning you keep all of the content on their sites and platform, their stuff, not yours. You essentially play to what they’re trying to achieve, which is more time on site for them, more engagement for them, less people going away to other places. You refuse or you don’t link out, so no external linking to other places. You maintain sort of what I call a high signal to noise ratio, so that rather than sharing all the things you might want to share, you only share posts that you can count on having relatively high engagement.

That track record is something that sticks with you on most of these networks. Facebook, for example, if I have posts that do well, many in a row, I will get more visibility for my next one. If my last couple of posts have performed poorly on Facebook, my next one will be dampened. You sort of get a string or get on a roll with these networks. Same thing is true on Twitter, by the way.

$ #@! the algos, serve your own site?

Or you say, “Forget you” to the algorithms and serve your own site instead, which means you use the networks to tease content, like, “Here’s this exciting, interesting thing. If you want the whole story or you want to watch full video or see all the graphs and charts or whatever it is, you need to come to our website where we host the full content.” You link externally so that you’re driving traffic back to the properties that you own and control, and you have to be willing to promote some potentially promotional content, in order to earn value from these social networks, even if that means slightly lower engagement or less of that get-on-a-roll reputation.

My recommendation

The recommendation that I have for SEOs and content marketers is I think we need to balance this. But if I had to, I would tilt it in favor of your site. Social networks, I know it doesn’t seem this way, but social networks come and go in popularity, and they change the way that they work. So investing very heavily in Facebook six or seven years ago might have made a ton of sense for a business. Today, a lot of those investments have been shown to have very little impact, because instead of reaching 20 or 30 out of 100 of your followers, you’re reaching 1 or 2. So you’ve lost an order of magnitude of reach on there. The same thing has been true generally on Twitter, on LinkedIn, and on Instagram. So I really urge you to tilt slightly to your own site.

Owned channels are your website, your email, where you have the email addresses of the people there. I would rather have an email or a loyal visitor or an RSS subscriber than I would 100 times as many Twitter followers, because the engagement you can get and the value that you can get as a business or as an organization is just much higher.

Just don’t ignore how these algorithms work. If you can, I would urge you to sometimes get on those rolls so that you can grow your awareness and reach by playing to these algorithms.

So, essentially, while I’m urging you to tilt slightly this way, I’m also suggesting that occasionally you should use what you know about how these algorithms work in order to grow and accelerate your growth of followers and reach on these networks so that you can then get more benefit of driving those people back to your site. You’ve got to play both sides, I think, today in order to have success with the social networks’ current reach and visibility algorithms.

All right, everyone, look forward to your comments. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Shopping campaigns: Play like every day is a holiday

What’s ahead for shopping ads this holiday season and beyond? Columnist Alexander Paluch recaps a session from SMX Advanced focusing on what search marketers need to know.

The post Shopping campaigns: Play like every day is a holiday appeared first on Search Engine Land.



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Emma Stone Slated to Play Rosemary Kennedy In Biopic About the Mentally-Ill Sister of JFK

Emma Stone has been asked to take on the role of Rosemary Kennedy in a new biopic about the mentally-ill sister of John F Kennedy, Jr..

According to Variety, the Oscar-nominated actress will portray the eldest daughter of Joseph and Rose Kennedy, and sibling to senators Robert F. Kennedy and Ted Kennedy, during her final days in Letters to Rosemary.

Rosemary led a difficult life and was one of the first people in America to undergo a prefrontal lobotomy at the age of 23.

The botched lobotomy, which left the young woman permanently incapacitated, will be the focus of the film penned by Nick Yarborough.

The script explores the moments leading up to the lobotomy, what happened during the procedure and the lasting affects on the family in the years following the procedure.

Rosemary Kennedy was reportedly an affectionate and dutiful daughter who was always eager to please her father. After displaying behavioral problems that caused her to fall behind the achievements of her siblings, Joseph Kennedy arranged the lobotomy. A year later, that same young woman was unable to form a sentence, which became one of many dark family secrets and a source of shame and embarrassment for the family.

The film starring Emma Stone has been on the coveted Black List of unproduced screenplays and is currently being shopped to studios and independent financiers. So far no one has shown interest just yet.


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A Champion of Creative Play

hero's journey - an advocate for creative expression

Life was simple when we were seven, wasn’t it?

A puddle and some pebbles, crayons and paper, a piece of chalk and a sidewalk — that’s all we needed to keep us happy and amused for hours.

But somewhere along the way, most of us lose this sense of joy in simple creative pleasures.

Today, you’ll learn about Melissa Dinwiddie’s quest to bring creativity back into your daily life.

Melissa’s story is this month’s Hero’s Journey feature. We’re tapping the collective wisdom of our community members to bring you reports from the front lines of the content marketing world. Read all of the Hero’s Journey posts here.

Here’s Melissa to share her journey in her own words.

How Melissa champions creativity

Melissa Dinwiddie: My business is Living a Creative Life — that’s the name of my blog, and it’s also what I do and what my business helps other people do.

I call myself a Happiness Catalyst and Creativity Instigator.

I help people switch their creative taps to the “on” position and turn their lives from grey to full color.

Really, I help people play again, and return to the joy, freedom, and happiness of a four-year-old playing in a sandbox, back when creative play was a normal, daily part of life.

Reminding us to make time for play

Melissa Dinwiddie: For most of us, creative play gets tamped down pretty early.

The school system trains us how to please an authority figure (the teacher), rather than how to push creative boundaries.

We’re taught to believe that creative expression is reserved for an elite minority, so we get divided into two camps:

  1. The artists (painters, musicians, writers, filmmakers, etc.)
  2. The rest of us

My mission is to disrupt this status quo and empower people to reclaim their innate creativity and innate right to create and play.

Creative expression is one of the fastest routes to happiness and self-fulfillment.

Through my programs and products, I give people practical tools and inspiration to quiet the self-doubt gremlins, hurtle past fear, and get on with the business of creating, regardless of medium or genre.

I offer ebooks, online courses, in-person workshops and retreats, private coaching and consulting, and I run a membership community, the Creative Sandbox, which includes access to a wide spectrum of my online offerings plus direct access to me.

I also love public speaking, especially my signature keynote, which combines original music and storytelling so that it’s more of a one-woman show than a typical speech.

A creative drought that led to a business idea

Melissa Dinwiddie: I started Living a Creative Life because I’ve suffered through long stretches of creative “stuckness” myself.

In fact, all through my teen years and up through my late twenties I believed I was not creative!

On the surface my life was fine, but underneath it was grey, low-grade misery. It’s only with hindsight that I can see that my unhappiness was largely due to my false belief that creative expression is reserved for the select elite, not regular people like me.

When I finally came back to art as an adult, it was like that moment in the Wizard of Oz when Dorothy steps from the black and white of the Kansas farmhouse into the Technicolor of Oz.

I fell in love with making art and actually grew a business around my art as a calligrapher and ketubah artist (a ketubah is a Jewish marriage contract).

But over the years of building up that business, I became so mired in perfectionist paralysis — and the need to make money from everything I created — that I completely stopped making art for the joy of it.

Art became just a job, and I got seriously burned out.

When I finally found my way back to my creative spirit, I realized that my experience was not unique.

My big vision is to change the conversation around creative expression and play — and get people to start (or return to) creating for the joy of it.

Chunking down education to reach new markets

Melissa Dinwiddie: I used to run a three-month signature program, in which I taught everything I’ve learned about how to bust past fear and self-doubt in order to get creating, share your work, and live the full-color life you really want.

It was life-changing for the people who went through it — and the testimonials were off the charts — but it was always hard for me to fill it.

Something was off — the positioning and messaging were attracting people who didn’t have the resources to pay for a long-term, high-touch program, and it was so deflating to have disappointing launches over and over.

Earlier this year, I worked with Breanne Dyck, who helped me assess my business from the ground up — who my ideal clients really are, the arc of the customer journey, what my customers need at each milestone along that journey, and how my strengths and preferences intersect with their needs.

Breanne’s coaching was instrumental in helping me see how I could still put the same content out there, but in smaller chunks and different formats that are easier to sell because they’re more specifically targeted.

As a result, I’m able to create as much — if not more — transformation in my customers, and it doesn’t feel like I’m swimming upstream all the time!

A test, the result, and the birth of a new product

Melissa Dinwiddie: Last August, I started a pilot program for the Creative Sandbox and invited a group of past clients and customers to join.

The idea was to create a membership community as an ongoing revenue source, but I wasn’t sure if it was possible for such a thing to be fun and inspiring for me — something that would energize me, rather than sucking me dry.

The five-month pilot went so well that I officially offered a year-long membership for 2016.

It’s a wonderful “lab” for me to develop and test out new products and programs (which members get to participate in for free), and it’s a great entry-level way for my customers to have direct access to me.

And the community is amazing. I feel very blessed that I’ve attracted such generous, wonderful women!

The Rainmaker Digital products Melissa uses

Melissa Dinwiddie: My ketubah website runs on the Genesis framework, and I host several websites with Synthesis, which I switched to when Bluehost was no longer serving my needs.

Then last April, I moved Living a Creative Life to the Rainmaker Platform.

I liked the idea of having a single platform to host my website and blog, protect my members-only content, and provide audio hosting for my podcast, Live Creative Now.

The kicker that finally got me to bite the bullet and make the move, though, was when I realized I was spending more for WordPress support to deal with plugin incompatibilities than the Rainmaker Platform monthly fee!

Plus, the customer support has been stellar.

Melissa’s creative growth plans

Melissa Dinwiddie: Right now, I’m working on increasing my opt-in rate and growing my email list. To that end, I’m creating a series of free, how-to demo tutorials — sort of “art for non-artists (and artists, too!)” — so we’ll see how that converts.

I’m also excited to see how the Creative Sandbox membership community will evolve as I learn what my members’ wants and needs are and create new things to support them.

Meanwhile, my Big Goal for 2016 is to grow my public speaking into a significant revenue stream. I’m a performer — singer/songwriter and storyteller — so it’s a natural evolution for me to use the stage as a platform to spread my message.

I’m especially excited to speak at schools and colleges; I want to catch kids while they’re still young and their ideas about creativity may still be somewhat malleable.

Every time I can help even one person keep — or get back to — that creative urge I was cut off from for so long, it feels like all the suffering I went through had a worthwhile purpose.

Find Melissa Dinwiddie online …

Thanks to Melissa for appearing in our Hero’s Journey series.

Do you have questions for her? Ask them in the comments below.

We’ll be back next month with another story to teach, inspire, and encourage you along your journey.

The post A Champion of Creative Play appeared first on Copyblogger.


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SearchCap: Google AdWords Play Store, Quality Score Update & Bing Ads Windows 10

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Google AdWords Play Store, Quality Score Update & Bing Ads Windows 10 appeared first on Search Engine Land.



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Paul Rudd Went Low-Carb, Cut Out Sex Panther Cocktails to Play Ant-Man

Paul Rudd worked his butt off to be the Ant-Man you’ll see on the big screen. Hollywood is full of tales of actors who made outrageous bodily transformations to play roles. Paul Rudd’s may not be as dramatic as that one time with Christian Bale, or even that other time with Christian Bale. But he should get some credit, nonetheless. …

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Bing Now Lets You Play Pong In Their Search Results

Bing added a game to their search results, play Pong against Bing by searching for [pong].

The post Bing Now Lets You Play Pong In Their Search Results appeared first on Search Engine Land.



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SearchCap: Google With Twitter Stream, AdWords Sneak Peek & Google Play Promo

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Google Play Gets “May The Fourth Be With You” Home Page Link On Star Wars Day

The streaming service could benefit big from the prominent Star Wars Day link on Google.com.

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