Google update 2019

What Will the Latest Google Update Mean to your business?

There are many challenges facing our industry today. The question is, do we have a strategy? How are we positioned to serve our new clients? Do we have the skills and know-how to turn this challenge into an opportunity? At Orange Snowman we saw this coming and we have been preparing for this day. We have expanded our content marketing capabilities, as well as expanded our knowledge of UX user experience and UI interface to provide for new market demand. We do our own testing and have our own style, but I'm not going to lie, the following SEO experts are on a league of their own, this is what they have to say:

Study Finds That 49% Of All Google Searches Are No-Click! How can you business thrive under such challenging conditions?

According to data from Jumpshot, a marketing analytics firm, zero-click searches that were found on Google have risen steadily over the last three years. During the first quarter of 2019, there were 48.96% of all of the United States searches on Google that was captured by Jumpshot that no one clicked through. This is a noticeable increase of 12% over the first quarter of 2016. Accordingly, the data also revealed that during this same first quarter, 41.45% of the Google searches then resulted in these organic clicks to sites that weren’t ranked in Google. And, a further 5.9% of those searches sent users to other sites that were owned by Google. Thus, 12% of searches wound up on Google-owned sites. This is great news for anyone who is in a related field that Google has entered into. This includes such fields as hotels, travel, lyrics, and more. Google, as the leading search giant, is cannibalizing the market and removing opportunity per Fishkin, who is a keynote speaker at SMX East which takes place in New York this coming fall. Source: SparkToro And Jumpshot According to Jumpshot estimates, there are, at any given moment, about 61.5 billion organic clicks. These are searches that are browser-based and available on Google from the first quarter of 2019. That is a decline of almost 20% from the 75.6 billion clicks that they estimate from 2016. The click-through rates are down for organic ads. They’ve fallen by 13% to an astounding 47.4%. By contrast, the rate on such search ads has risen by an astounding 75% to 3.69% over the same time frame. Mobile searches have been hit harder than those of desktops. Most mobile accounts have zero click rates and there is some evidence that paid searches have also declined over the course of the study. Mobile units also showed that in spite of higher search volume, there was still a huge impact on the results. According to Fishkin, this is due to Google’s more aggressive SERP features as well as the instant answers that users have come to expect from their search engines. The ads also take up the entire screen on folding mobile units. With fewer big winners, these zero-click searches often happen when the users find what they’re seeking on the first page. Google helps by facilitating this via a variety of snippets that show the information at a glance. Jessica Bowman, The CEO of SEO, revealed in a keynote speech at SMX Advance earlier in the month that a search engine is more of a portal than a search engine. Many companies aren’t prepared for such a shift but will gain the advantage if they make the shift. When inquiring of the trends toward more snippets and the zero-clicks, it’s obvious that there are favored brands out there that are more likely to show up than others. That may suggest that the trend is toward more specific businesses than others. The smaller brand names can play out the results as well. However, the overall analysis is quite likely accurate. More of the search traffic is landing at a big winners circle. In all fairness, this trend is toward specific companies that may have paid for their search results to show up first. With a concentration on paid searches in lieu of organic searches it only stands to reason that Google may be skewing such results. Methodology: With such staggering information, over one billion web searches reveal that as many as ten million desktops and Androids don’t include such search results as the iOS devices and the Google Search apps. The voice only units also result in similar results to the mobile apps. So, why should we care? As there are almost 12% of all searches leading to follow up clicks, many marketers are afraid that the organic results are affecting them. This may be very accurate when compared to the Google offerings such as for food deliveries or travel scheduling. However, there is hope. Many sectors aren’t able to compete. There may be fewer clicks that are at the ready for such results. However, there are perhaps more overall searches that will result in a click. Snippets and other features may have a huge impact on the end results. These may be an ideal solution for discovery and search habits. Clearly, Google’s business model has the full attention of the Department Of Justice. As the regulations heat up, marketers may be in such a position to influence the results. There is a great opportunity at the moment. As the press pays attention and the government, marketers, and publishers alike can capitalize on the end results leading to an open and fairer playing field. Social media marketing get’s you targeted traffic. Traffic is always the name of the game when it comes to the internet. It is crucial to digital marketing in particular. Your website is going to essentially be lost in the shuffle and exists for little to no reason if you aren’t making sure that people are finding their way to it on a regular basis. A regular social media presence is one of the best active means of promoting your content. SMM helps your SEO. Social Media and SEO work hand in hand, they complement and enhance each other. It is essential that your website rank as highly as possible on search results related to your content, and having a strong social media presence on all of the major platforms are crucial to achieving this goal. SEO experts lean heavily on social media to help them cast the widest possible net when it comes to promoting any given website. More social media activity and interaction means more inbound clicks and high-value links! You’ll then be able to prove your website’s legitimacy and worth in the eyes of the search engine algorithms. As a result, more people will find your site organically as they browse the web. And when you use your website to promote your social media and vice versa, you’ll have a strong cycle of promotion that is always feeding on and supporting itself!
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Will the New Google Updates Kill Your Business?

July 16, 2019

8 Things You Must Unlearn About SEO in 2019

2019 Has been an epic year for SEO, some many things have changed and now this news! There is no way to really sugar code this, almost half of all Google searches don’t get any clicks. In other words, people like you and me get only a 40% chance to get notice even if you are the number one search engine result. The space in which we could profit from organic search use to be in the high 80%.

Google’s family of sites automatically get about 10 all search. The worst part to all of this is that the trend is not slowing down but accelerating.

Google is currently cannibalizing flight, hotel and travel sites sucking out all the opportunities currently available in that market.

Google is set to erode the effectiveness of organic SEO for most. Just like Walmart has destroyed the small business, just like Amazon is destroying the small retailer, is it now Google who is set to concentrate wealth even further.

There will be fewer winners than before, for sure, but the ones that win are going to get all the marbles.

New Problems demand innovative creative solutions. Take a look at Neil’s top 8 tips and how we have addressed all of them.

July 16, 2019
Create quality back-links

1. Back-links are not the only factor to search engine optimization

Create quality back-links
I love to write for robots and humans alike

2. Don’t write content for SEO

This is an obvious one, you have seen this, you go to a page and the text is stuffed with keywords and forced sentences. We use to do this in the past and it worked for a long time, that was then.

Now the optimization continues to be there but it relies more on other factors such as internal linking and content clusters. On-page optimization continues to be very important, it is just that now everything is more subtle.

Writing for SEO has definetly change for the better. No more keyword stuffing. The thing is, The fundamentals of on-page optimization are still there. So SEO continues to be important, it is just used differently. I totally, get it.

I love to write for robots and humans alike
Avoid ineffective keyword targetting

3. High traffic keywords with no intent

Writing for SEO has definitely change for the better. No more keyword stuffing. The thing is, The fundamentals of on-page optimization are still there. So SEO continues to be important, it is just used differently. I totally, get it.

Avoid ineffective keyword targetting
Quality back- links is what is important!

4. Is not the number of links that is important is the quality of the link

We have to be much more careful now the way we create links. In order to get descent links we need excellent comment so people quote us and refer to our information as authoritative.

Quality back- links is what is important!
SEO is now part of the Customer Experience

5. Is SEO all about tactics, trick and gimmicks?

I am so glad Neil reminded me of this. I think that because we live in unregulated business environment, anyone can claim to be a designer a developer and SEO guy… Who is to stop them? I get a call almost everyday, sometimes several times a day offering me all types of SEO services. I’m sure must of us have received a call from a “Google” rep of some sort telling us we must talk to some telemarketer is some sweat shop in a third world country to help us set our Google Directory correctly.

Remember Google Maps? There use to be 8 spots available, now there are only 3.

I use to perform magic tricks, like getting multiple directories of the same company to come up in th local listings. I use to add YouTube videos at will in normal search engine results. I use to be able to add Facebook pages to the normal results, all those hacks and tricks where cool and brief. You cannot base a long-term strategy on smoke and mirrors. 

The best trick I know is to help my clients grow permanently and organically.

SEO is now part of the Customer Experience
Even if you rank lower you can get more traffic

6. Is not about ranking #1 in Google, is about ranking for the right terms

Rich Snippets yes, depending on your industry, they can work well. I also would like to add Local SEO, there is a tremendous opportunity in Local SEO, but a lot of people just don’t get it. Perhaps is the robocalling and the smoke and mirrors of some of my local competitors that are kind of ruining the field for those like me, who think of this profession as a life calling.

Even if you rank lower you can get more traffic
Don’t stuff keywords that don’t make any sense

7. Stop stuffing keywords

Yes, it is important not to stuff keywords. You really have to know a little bit about many fields in order to strike a balance, that comes with time and experience, 13+ years.

Don’t stuff keywords that don’t make any sense
Content Marketing & SEO compliment each other

8. Organic SEO & content marketing, more than ever, go hand-in-hand

All the fundamentals of SEO such as on-page optimization, link building, keyword density, etc. continue to be useful, we just need to re-focus and tweak our SEO arsenal.

Content Marketing & SEO compliment each other

Is There a Theme That Addresses all of New SEO Issues?

A holistic integrated approach for small business that incorporates multiple disciplines to create a theme that includes a built in strategy.

I have been working towards such a solution during the last few years. I have studied UX user experience, which is a system that allows you to better define your customers as well as provide them with the answers they seek, it also takes into account the emotional stages that the customers goes through. Bottom line, UX is about creating a delightful memorable experience.

UX forces you to define what you stand for and what is the feeling you want to convey, now that is typically a brand issue.

I wanted to create a theme that incorporated multiple disciplines that would blend with each into this marketing system.

Ok so before you I give the secret to everlasting happiness, let me tell you a little bit about why I qualify to propose this answer. I had over 20 years experience in publishing before I made the switch to the online world. I have designed dozens of magazines and coffee table books. I was in charge of publishing the in-room books in many of the Las Vegas casinos, Caesars Palace, The Desert Inn, MGM Grand, Rio, The Venetian…. You get the idea. 

I was in charge of a very complex job with some though clients. This is where my graphic design education helped me tremendously, I created a grid for all of the publications and then sold this in my presentations to all my clients and they all like the new grid! I also tried to share text fonts, so that all the books became a variation of a theme. 

Another challenge I faced had to do with production, in print you print in signatures (multiples of 4). I was able to create a common signatures among the books, on other words there would be sections among all the books that would be shared among all the properties simplifying the job of the writers. Basically I created a modular system that could be shared among our publications

The reason I mention this is because the things I could do in print I could never do in the web, until now. Marketing is now about publishing!

People do not like to read! So why are we creating so many articles? I use to create text just please Google, with keywords, tags and all sorts of techniques however those hacks no longer work. Now Google understand meaning and intent much better and looks at content clusters. Google is not looking for the most specific answer, but for the most complete answer. As a result you will see articles called “information towers” with very long articles that answer a question to death. The way the information is delivered in my opinion can in best cases clean, but not very engaging. You have to be an amazing writer in order to hold the attention of a reader for that long.

The way people read magazines was they looked at the captions, the header, the sub-header, the titles. The magazine is an animation we turn, sometimes we start from the end sometimes we go back and fort on a story. The beauty of print is that it is interactive, and physically engaging, turning the page, licking your finger, the feel and even the smell of the paper makes for an engaging experience. The thing is that in order to create something that is truly engaging you need to spend a lot of time designing at a very high level. What I mean is that in order to create a really engaging website you need to hire a professional graphic designer to design a website and for most local service small business can’t afford the service or the complexity of managing such project.

What I am proposing is a modular grid system that can be fine tuned, expanded and re-use to create more variations  on a theme. I propose a theme without a contact page, about us page, or frequently asked questions. Is not that we are eliminating this information, is that it will be displayed as an integral part of the website.

The website will have a section where You will have the opportunity to declare your emphatic mission to the world. There will be a place for the oner and the company’s slogan.

1. You can have the best idea in the world if it executed poorly you will not know if it works or not. If the website is not engaging, it’s a no go from the start. So the site should have a splashy eye-candy to make people stop and stare.

2.SEO on-page optimization has not changed that much, it is basically a way to make information seem clear and organized for search engines. On-page SEO includes the new rich snippets technology. 

3. Include landing page techniques, for example in the footer area. The footer has been simplified and has another cinematic eye candy idea to make people stop and look. There is a popup that appears as you intent to leave. There is another pop up that appears on lower left corner of the page, this can have a coupon an eBook in exchange for an email, etc. The follow video illustrates some of the landing page functions.

4. Include a chat link that can be also integrated with Messenger, again to simplify things as a good graphic designer should.

5. Dynamic content allow you to pull content as needed. One of the biggest issues in SEO is duplicate content. You can’t have duplicate in your site or you get penalized. When a local client tells me they want to be in 5 cities, it use to mean that you had to basically design a unique page for each town. Elementor is a more than a page builder it is the closes thing I have seen to what I use to be able to do in print.

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