Tag Archive | "Publishers"

Search Buzz Video Recap: Google Meta Descriptions, News Publishers, Algorithm SEO Impacts & Yoast Plugin

This week, I covered the big monthly Google webmaster report. Also, Google told us the meta descriptions HTML improvements section in Google Search Console will go away…


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Google Updates Image Search Guidelines For SEOs & Publishers

John Mueller from Google posted on Twitter that they have updated their image publishing guidelines at this help document…


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Google adds new knowledge panel to provide information about news publishers

In an effort to combat fake news and equip searchers with more data about news sources, Google has released a new publisher knowledge graph.

The post Google adds new knowledge panel to provide information about news publishers appeared first on Search Engine Land.



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Facebook to Block Ads From Publishers Who Share Fake News

Facebook has ramped up its drive to combat the spread of fake news and hoaxes. It announced on Monday, that it will no longer allow Pages known to have repeatedly shared fake news in the past to advertise on its platform.

Via a blog post, the social media company stated that the move is aimed to reduce the distribution of fake news by disrupting the economic incentives to create them in the first place. It further stated that some Pages are buying Facebook ads to increase their audience base so they may distribute fake news more broadly.

Facebook already does not allow advertisers to run ad campaigns that link to fake stories. However, the most recent update of its site rules states that it will now penalize Pages that share fake news stories as well.

Based on Monday’s announcement, it looks like Facebook might be lenient to first-time offenders especially if they inadvertently shared a fake story. According to the company, it will only block ad purchases of Pages that repeatedly share fake news or hoaxes. To determine if a story is true or not, Facebook has partnered with third-party fact-checkers to help them thresh out real news from the rest.

However, it does not mean that affected Pages will be blocked from purchasing FB ads forever. According to the same blog post, blocked Pages will become eligible to purchase ads once they stop sharing misleading stories. It did not say how long the block would last before a Page can purchase ads again.

Facebook has been under pressure to curb the spread of fake news on its platform after it was accused of enabling the spread of fake political news during the U.S. presidential elections. The company faced the same criticism in Europe when French voters were reported to have been bombarded with fake news during France’s presidential elections.

[Featured Image via Pixabay]

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SearchCap: AdWords Partners bug, AMP upsets publishers & SEO power

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

The post SearchCap: AdWords Partners bug, AMP upsets publishers & SEO power appeared first on Search Engine Land.



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Facebook Paying Millions To Publishers & Celebrities To Use Facebook Live

A document reviewed by the Wall Street Journal revealed that Facebook is going to pay $ 50 million to 140 publishers and celebrities that agreed to post Facebook Live videos. The publishers and celebrities will also be promoting their videos on their sites, Facebook and other social media channels.

This is a marketing strategy to launch Facebook Live as the place to post live videos thus changing the dynamic of the news feed from your friends text posts and pictures to television like entertainment and information. Facebook sees video as its future, both in terms of the type of content that users post and consume and as where they see the bulk of their future revenue coming. Just last week a Facebook VP stated in an interview that she predicts that within five years Facebook will be “all video.”

Facebook has long predicted that video advertising will eventually be their main source of revenue with Mark Zuckerberg once saying that if they sold a video ad at the top of the Facebook news feed for $ 1 million it would be equivalent to three Super Bowls every day.

Early this year, Zuckerberg talked about how Facebook will evolve to be a video platform commenting, “Most of the content 10 years ago was text, and then photos, and now it’s quickly becoming videos,” Zuckerberg said. “I just think that we’re going to be in a world a few years from now where the vast majority of the content that people consume online will be video.”

Just last week Zuckerberg hosted its first Facebook Live Q&A to all Facebook users, at one point reaching 6 million concurrent viewers.

The contracts to pay popular sites and celebrities is a way to launch Facebook Live while it works out a share of revenue concept. YouTube typically pays out 70% of revenue but pays even more for certain premium content. Its Facebook Live partners include a wide variety of publishers, celebrities and sports starts such as NFL quarterback Russell Wilson, CNN, Kevin Hart, Vox, Mashable, Tastemade, New York Times, Gordon Ramsay, Deepak Chopra and the Huffington Post.

Via WSJ.com:

“We wanted to invite a broad set of partners so we could get feedback from a variety of different organizations about what works and what doesn’t,” Justin Osofsky, Facebook’s vice president of global operations and media partnerships, said in a statement.

The value of individual contracts varies widely, with 17 worth more than $ 1 million, according to the document. The highest-paid publisher is BuzzFeed, slated to receive $ 3.05 million for broadcasting live between March 2016 and March 2017. Just behind BuzzFeed is the New York Times, which is to receive $ 3.03 million for a 12-month deal. CNN is third, with a $ 2.5 million contract.

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Google’s AMP project: what will be the impact on publishers?

Last Wednesday, Google announced the rollout of Accelerated Mobile Pages (AMP), a new project that will have long-lasting consequences for content publishers and search marketers.

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Google Wins Round Against German Publishers, Who Vow To Fight On

The convoluted saga of Google News in Germany took another turn on Friday when regulators declined to pursue an antitrust claim against the company brought by “VG Media,” a consortium of German publishers including publishing giant Axel Springer. Reuters covered the decision but…



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Google Publishers Question AdSense Case Study

Google published a case study on their AdSense blog showing how a web site named MakeupAlley.com was able to increase their clicks on affiliate links by over 20% and realize a 50% lift in AdSense revenue…


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SWOT Analysis for Web Publishers

The rapid changes in the search industry over the last sixteen months have left many web publishers wondering whether they should pivot their business models or exist the industry entirely. This is a difficult question for business owners who have invested years of their lives and much of their wealth in firms which may no longer be viable contenders in the “new” search industry.

SWOT analysis is a technique which business owners can use to strategically analyze their businesses in relation to their competitors and the marketplace as a whole. SWOT stands for Strengths, Weaknesses, Opportunites, Threats.

  • Strengths are attributes of the organization which provide an advantage in the marketplace.
  • Weaknesses are attributres of the organization which cause a disadvantage in the marketplace.
  • Opportunities are actions the organization could take to create an advantage in the marketplace.
  • Threats are events which could happen in the environment and cause the organization to be disadvantaged.

The first two areas, Strengths and Weaknesses, focus primarily on the internal attributes of the organization. The last two areas, Opportunities and Threats, focus primary on how the organization may be affected by external events.

Specifics for Web Publishers

Many firms in the same industry will share similar Strengths and Weaknesses. Even more so, most firms in any industry will be responding to similar Opportunities and Threats.

Strengths and Weaknesses

Take a look at your organization. If you feel that your organization has an attribute which makes it stronger than it’s competitors, add that to your Strengths list. If you feel that your organization has an attribute that makes it weaker than it’s competiors, add that item to your Weaknesses list.

  • Access to Funding
  • Brand Recognition
  • Domain Authority
  • Industry Connections
  • Technical Skills
  • Marketing Savvy
  • Vertical Expertise

Examples of Strengths might include:

  • We have ready access to venture capital
  • We own a widely recognized brand name
  • We own a PageRank 8 domain
  • I have Matt Cutts on speed dial
  • Our technical team members are experts in our platforms, development tools, and applications
  • Our marketing team members can make linkbait about lug nuts go viral
  • We invented this niche and our competitors have no hope of ever catching up

Examples of Weaknesses might include:

  • Our working capital is limited to what’s in my wallet
  • Our top domain is a hyphenated .us domain
  • We’re hoping to gain PageRank at the next update
  • Matt Cutts blocked me on Twitter
  • Our technical team is outsourced to Pakistan
  • Our marketing team is outsourced to Bangladesh
  • I read a book about this niche and it seems very exciting

Opportunities and Threats

The same event might be an Opportunity or a Threat, depending upon how your organization can respond to it. Search is a zero-sum game. For every winner, there must be a loser.

Take a look at your organization. If you feel that your organization has the ability to benefit from a coming change in the business environment, add that to your Opportunities list. If you believe that your organization is at risk from a coming change, add that to your Threats list.

  • Our niche (travel, local, etc…) is being taken over by Google (unless you are Google)
  • Our niche is being persecuted (gambling, medication) or promoted (green energy, section 8 housing) by the government
  • Our niche is being regulated by the government, which benefits large companies and hurts small ones
  • Our niche is being increasingly dominated by the top brands (unless you are one of the top brands)
  • Our niche is growing (iPads) or shrinking (Blackberries)
  • Profitability in this niche is rising (medical training) or falling (almost everything else)
  • Some marketing tactics may be filtered or penalized (directory submissions, blog commenting, profile building)
  • Significant competitors are entering (or leaving) the niche

Examples of Opportunities might include:

  • Legislation could force consumers or businesses to buy our goods and services
  • Government regulation could force small competitors out of the market, and we’re a large competitor
  • Google is increasingly ranking the top brands for all searches, and we’re a top brand
  • Our niche is growing
  • Profitability in the niche is rising
  • Our marketing tactics are being increasingly rewarded by the search engines
  • Our niche has significant barriers to entry which prevent competitors from entering the market

Examples of Threats might include:

  • Legislation could make our business illegal in our country
  • Government regulation could force small competitors out of the market, and we’re one of those small competitors
  • Google is increasingly ranking the top brands for all searches, and we’re not a top brand
  • Our niche is shrinking
  • Profitability in the niche is falling — unless you can operate on thinner margins than your competitors and take their market share when they fail
  • Our marketing tactics are being increasingly filtered or penalized by the search engines
  • One of our competitors just did an interview with Forbes bragging about the high profit margins in this niche

Responding to the Results of Your Analysis

After listing your Strengths, Weaknesses, Opportunities, and Threats you should have a pretty good idea where your business stands. From here, it’s time to take advantage of this new knowledge.

The web publishing industry is currently undergoing a major contraction. Some organizations will choose to continue in this business, while others will choose to pivot into related business or to exit the industry entirely. AdSense publishers may decide to move into affiliate marketing or selling white label products. Web publishers may decide to halt development on their own projects and offer their services as SEO’s to large enterprises. Entrepreneurs may simply close their companies and accept positions with larger firms.

If your niche is travel, which Google is slowly taking over and Wikimedia is considering a push into, you might consider moving to a different niche, pivoting your web publishing business into an SEO firm, or moving into the nascent eBook market. If your niche is 3D printers, you might seek funding to stake out early market share in a niche that may be about to cross the chasm from the early adopter stage of development.

If you have deep knowledge, experience, and connections in your niche, you might try to stick with it and be the last man standing after your weaker competitors have failed. If your knowledge is less niche focused and more related to publishing and marketing, you might sell SEO services or take a job with one of the huge multinational brands which Google is currently favoring in the SERPs.

If you have access to large amount of venture capital, you might take advantage of that to become one of the large brands which Google prefers to rank. With enough funding, anything can be ranked well in Google. I would caution, however, against entering a niche which is likely to be on Google’s roadmap. Google, in being able to control the order of search results, has an unbeatable advantage in promoting their own properties (YouTube, Google+, etc…).

As margins in the industry are falling in our race to the bottom, you may even find a significant competitive advantage in having a lower cost structure than your competitors. Lower costs create larger amounts of retained earnings which can be used to fuel development and growth.

Summary

The two most important aspects of SWOT analysis are to be honest with yourself and to take action based upon your analysis. As Virgil wrote, fortune favors the bold. Be bold in your honesty and your actions and fortune will smile upon you.


Will Spencer is the CEO of MemeBridge and Alpha Geek at The Tech FAQ.

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