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Many years ago we created an infographic about how search works, from the perspective of a content creator, starting with their content & following it through the indexing & ranking process.
As users have shifted to mobile devices, the limited screen size of the devices have pushed search engines to squeeze out & displace publishers with their own self-hosted information in an effort to offset the poor usability offered by tiny devices, while ensuring the search habit does not decline.
The philosophy of modern search has thus moved away from starting with information and connecting it to an audience, to starting with the user and customizing the result page to them.
"The biggest three challenges for us still will be mobile, mobile, mobile" - Google's Amit Singhal
Once upon a time, I was sitting in my office looking over data for one our new clients and reviewing the conversion project roadmap. The phone rang and on the other end was the VP of marketing for a multi-billion-dollar company. It is very unusual to get an unannounced call from someone at his level, but he had an urgent problem to solve. A good number of his website visitors were not converting.
His problem did not surprise me. We deal with conversion rates optimization every day.
He invited me to meet with his team to discuss the problem further. The account would be a huge win for Invesp, so we agreed on a time that worked for both us. When the day came, our team went to the company's location.
We started the discussion, and things did NOT go as I expected. The VP, who led the meeting, said, âwe have a conversion problem.â
âFirst-time visitors to our website convert at a rate of 48%. Repeat visitors convert at 80%!â
I was puzzled.
Not sure what exactly puzzled me. Was it the high conversion numbers or was it the fact that the VP was not happy with them. He wanted more.
I thought he had his conversion numbers wrong. But nope. We looked at his analytics, and he was correct. The numbers were simply amazing by all standards. The VP, however, had a different mindset. The company runs thousands of stores around the US. When someone picks up the phone and calls them, they convert callers at a 90% rate. He was expecting the same conversion rate for his online store.
Let's face it. A typical e-commerce store converts at an average of 3%. Few websites are able to get to anywhere from 10 to 18%. These are considered the stars of the world of conversion rates.
The sad truth about a website with 15% conversion rate is that 85% of the visitors simply leave without converting. Money left on the table, cash the store will not be able to capture. Whatever way you think about it, we can agree that there is a huge opportunity, but it is also a very difficult one to conquer.
Most companies jump into conversion optimization with a lot of excitement. As you talk to teams conducting conversion optimization, you notice a common thread. They take different pages of the website and run tests on them. Some tests produce results; others do not. After a while, the teams run out of ideas. The managers run out of excitement.
The approach of randomly running tests on different pages sees conversion rate optimization in a linear fashion. The real problem is that no one shops online in a linear fashion. We do not follow a linear path when we navigate from one area of the website to the next. Humans most of the time are random, or, at least, they appear random.
The right approach to increase conversion rates needs to be systematical, because it deals with irrational and random human behavior.
So, how do you do this?
After ten years of doing conversion optimization at Invesp, I can claim that we have a process that works for many online businesses. The truth is that it continues to be a work in progress.
These are the four steps you should follow to achieve your desired conversion rate:
I could never stop talking about personas and the impact they have on your website. While most companies talk about their target market, personas help you translate your generalized and somewhat abstract target market data into a personalized experience that impacts your website design, copy and layout.
Let's take the example of a consulting company that targets âe-commerce companies with a revenue of 10 million dollars or more.â There are two problems with this statement:
You should first think about the actual person who would hire the services of this consulting company. Most likely, the sales take place to:
Now, translate each of these three different cases into a persona.
So, instead of talking about a business owner for a company that is generating annual revenue from 10 to 20 million dollars, we will talk about:
John Riley, 43 years old, completed his B.A. in physics from the University of Michigan-Ann Arbor. He is a happy father of three. He started the company in 2007 and financed it from his own pocket. His company generated 13.5 million dollars of revenue in 2014 and expects to see a modest 7% increase in sales in 2015. John is highly competitive, but he also cares about his customers and thinks of them as an extended family. He would like to find a way to increase this year's revenue by 18%, but he is not sure how to do so. He is conservative when it comes to using new marketing techniques. In general, John does not trust consultants and thinks of them as overpaid.
This is an oversimplification of the persona creation process and its final product. But you get the picture. If you are the consulting company that targets John, then what type of website design, copy and visitor flow would you use to persuade him to do business with you?
What data points do you use to create personas for your website? I would start with this:
A website or a business should typically target four to seven personas.
So, you have the personas. These personas should impact your design, copy and visitor flow.
Let's start by looking at analytics data. Look for a period of six months to one year and see the top traffic sources/mediums. If your website has been online for a while, then you will probably have hundreds of different sources. Start with your top 10 traffic sources/medium and create a matrix for each of the personas/traffic source/landing pages:
Now, your job is to evaluate each top landing page for each traffic source through the eyes of your website personas. For each page, you will answer eight questions.
As you answer these questions for each of the personas, you will end up with a large set of answers and actions. The challenge and the art will be to combine all these and make the same landing page work for all different personas. This is not a small task, but this is where the fun begins.
You thought the previous work was complex? Well, you haven't seen anything just yet!
Not every visitor who lands on your website is ready to buy. Visitors come to your website in different buying stages, and only 15-20% are in the action stage. The sequential buying stages of a visitor are:
A typical buying funnel looks like this:
How does that translate into actionable items on your website?
In the previous exercise, we created a list of changes on different screens or sections of your website based on the different personas. Now, we are going to think about each persona landing on the website in one of the first four buying stages.
Instead of thinking of how to adjust a particular screen for John Riley, now you think of a new scenario:
Persona âxâ is in the âevaluating alternativesâ stage of the buying funnel. He lands on a particular landing page. What do I need to adjust in the website design and copy to persuade persona âxâ to convert?
Our previous table looks like this now:
Next, answer all eight persona-questions again, based on the different buying stages.
This goes without saying; you should NEVER introduce changes to your website without actually testing them. You can find plenty of blogs and books out there on how to conduct testing correctly if you are interested in learning more about AB testing and multivariate testing.
For a start, keep the five No's of AB testing in mind:
Your goal is NOT to conduct large AB or multivariate tests. Your goal is to discover what elements on the page cause visitors to act a specific way. Break complex tests into smaller ones. The more you can isolate the changes to one or two elements, the easier it will be to understand the impact of different design and copy elements on visitors' actions.
I can never say it enough. A test without a good hypothesis is a gambling exercise. A hypothesis is a predictive statement about a problem or set of problems on your page and the impact of solving these problems on visitor behavior.
Do not run tests for less than seven days or longer than four weeks. In both scenarios, you are leaving yourself open to the chance of inconsistent and polluted data. When you run a test for less than seven days, website data inconsistencies you are not aware of may affect your results. So, give the test results a chance to stabilize. If you run a test for more than four weeks, you are allowing external factors to have a larger impact on your results.
Human psychology is complex. Conversion optimization is about understanding visitor behavior and adjusting website design, copy and process to persuade these visitors to convert. Conversion optimization is not a light switch you turn on and off. It is a long-term commitment. Some tests will produce results and some will not. Increases in conversion rates are great but what you are looking for is a window to visitor behavior.
Call it whatever you like: forensic analysis, posttest analysis, test results assessment. You should learn actionable marketing insights from the test to deploy across channels and verticals. The real power of any testing program lays beyond the results.
If you follow the steps outlined in this blog, you will have a lot to do.
So, happy testing!
About the author: This guide was written by Khalid Saleh. He is the CEO of Invesp, a conversion optimization software and services firm with clients in 11 different countries.
Firefox recently updated to version 43 & with that, they automatically disabled all extensions which are not signed, even if they were previously installed by a user and used for years.
If you go to the add ons screen after the update (by typing about:addons in the address bar) you will see a screen like this
Extensions which are submitted to the Mozilla Firefox add ons directory are automatically signed when approved, but other extensions are not by default:
Only Mozilla can sign your add-on so that Firefox will install it by default. Add-ons are signed by submitting them to AMO or using the API and passing either an automated or manual code review. Note that you are not required to list or distribute your add-on through AMO. If you are distributing the add-on on your own, you can choose the Unlisted option and AMO will only serve as the way to get your package signed.
In a couple days we will do that submission to get the add ons signed, but if you recently had the extensions go away it is fairly easy to override this signing feature to get the extensions back working right away.
If you recently saw rank checker, SEO for Firefox or the SEO toolbar disabled after a recent Mozilla Firefox update, here is how to restore them...
Type about:config into the address bar & hit enter. Once that page loads click on the "I'll be careful, I promise" button.
Once the configuration box loads you'll see a bunch of different listed variables in it & a search box at the top. In that search box, enter
By default xpinstall.signatures.required is set to TRUE to force add ons to be signed. Click on it until it goes to bold, which indicates that the TRUE setting is set to FALSE.
After changing the add on signature settings, restart Firefox to apply the setting & your Firefox extensions will be restored.
If you are having trouble setting up your extensions on a new computer, start with the above 3 steps & then go here to download & install the extensions.
Google recently announced app streaming, where they can showcase & deep link into apps in the search results even if users do not have those apps installed. How it works is rather than users installing the app, Google has the app installed on a computer in their cloud & then shows users a video of the app. Click targets, ads, etc. remain the same.
In writing about the new feature, Danny Sullivan wrote a section on "How The Web Could Have Been Lost"
Imagine if, in order to use the web, you had to download an app for each website you wanted to visit. To find news from the New York Times, you had to install an app that let you access the site through your web browser. To purchase from Amazon, you first needed to install an Amazon app for your browser. To share on Facebook, installation of the Facebook app for your browser would be required. That would be a nightmare.
The web put an end to this. More specifically, the web browser did. The web browser became a universal app that let anyone open anything on the web.
To meaningfully participate on those sorts of sites you still need an account. You are not going to be able to buy on Amazon without registration. Any popular social network which allows third party IDs to take the place of first party IDs will quickly become a den of spam until they close that loophole.
In short, you still have to register with sites to get real value out of them if you are doing much beyond reading an article. Without registration it is hard for them to personalize your experience & recommend relevant content.
App indexing & deep linking of apps is a step in the opposite direction of the open web. It is supporting proprietary non-web channels which don't link out. Further, if you thought keyword (not provided) heavily obfuscated user data, how much will data be obfuscated if the user isn't even using your site or app, but rather is interacting via a Google cloud computer?
Is an app maker too lazy to create a web equivalent version of their content? If so, let them be at a strategic disadvantage to everyone who put in the extra effort to publish their content online.
If Google has their remote quality raters consider a site as not meeting users needs because they don't publish a "mobile friendly" version of their site, how can one consider a publisher who creates "app only" content as an entity which is trying hard to meet end user needs?
We know Google hates app install interstitials (unless they are sold by Google), thus the only reason Google would have for wanting to promote these sorts of services would be to justify owning, controlling & monetizing the user experience.
Apps are sold as a way to lower channel risk & gain direct access to users, but the companies owning the app stores are firmly in control.
2008 I'll sell apps for $2.99 & make millions 2010 At $0.99 I'll make $1000s 2012 Ads might cover my rent 2014 Kickstart my app 2015 Hire meâ Nick Lockwood (@nicklockwood) August 3, 2015
Everyone wants to "own" the user, but none of the platforms bother to ask if the user wants to be owned:
Weâre rapidly moving from an internet where computers are âpeersâ (equals) to one where there are consumers and âdata ownersâ, silos of end user data that work as hard as they can to stop you from communicating with other, similar silos.
If the current trend persists weâre heading straight for AOL 2.0, only now with a slick user interface, a couple more features and more users.
The AOL analogy is widely used:
Katz of Gogobot says that âSEO is a dying fieldâ as Google uses its âmonopolyâ power to turn the field of search into Googleâs own walled garden like AOL did in the age of dial-up modems.
Almost 4 years ago a Google engineer described SEO as a bug. He suggested one shouldn't be able to rank highly without paying.
It looks like he was right. Google's aggressive ad placement on mobile SERPs "has broken the will of users who would have clicked on an organic link if they could find one at the top of the page but are instead just clicking ads because they donât want to scroll down."
In the years since then we've learned Google's "algorithm" has concurrent ranking signals & other forms of home cooking which guarantees success for Google's vertical search offerings. The "reasonable" barrier to entry which applies to third parties does not apply to any new Google offerings.
And "bugs" keep appearing in those "algorithms," which deliver a steady stream of harm to competing businesses.
The waves of algorithm updates have in effect increased the barrier to entry, along with the cost needed to maintain rankings. The stresses and financial impacts that puts on small businesses makes many of them not worth running. Look no further than MetaFilter's founder seeing a psychologist, then quitting because he couldn't handle the process.
thereâs no reason why the internet couldnât keep on its present course for years to come. Under those circumstances, it would shed most of the features that make it popular with todayâs avant-garde, and become one more centralized, regulated, vacuous mass medium, packed to the bursting point with corporate advertising and lowest-common-denominator content, with dissenting voices and alternative culture shut out or shoved into corners where nobody ever looks. Thatâs the normal trajectory of an information technology in todayâs industrial civilization, after all; itâs what happened with radio and television in their day, as the gaudy and grandiose claims of the early years gave way to the crass commercial realities of the mature forms of each medium.
If you participate on the web daily, the change washes over you slowly, and the cumulative effects can be imperceptible. But if you were locked in an Iranian jail for years the change is hard to miss.
These sorts of problems not only impact search, but have an impact on all the major tech channels.
iPhone autocorrect inserted "showgirl" for "shows" and "POV" for "PPC". This crowd sourcing of autocorrect is not welcomed.â john andrews (@searchsleuth998) November 10, 2015
If you live in Goole, these issues strike close to home.
And there are almost no counter-forces to the well established trend:
Eventually they might even symbolically close their websites, finishing the job they started when they all stopped paying attention to what their front pages looked like. Then, they will do a whole lot of what they already do, according to the demands of their new venues. They will report news and tell stories and post garbage and make mistakes. They will be given new metrics that are both more shallow and more urgent than ever before; they will adapt to them, all the while avoiding, as is tradition, honest discussions about the relationship between success and quality and self-respect.
If in five years Iâm just watching NFL-endorsed ESPN clips through a syndication deal with a messaging app, and Vice is just an age-skewed Viacom with better audience data, and Iâm looking up the same trivia on Genius instead of Wikipedia, and âpublicationsâ are just content agencies that solve temporary optimization issues for much larger platforms, what will have been point of the last twenty years of creating things for the web?
As ad blocking has grown more pervasive, some publishers believe the solution to the problem is through gaining distribution through the channels which are exempt from the impacts of ad blocking. However those channels have no incentive to offer exceptional payouts. They make more by showing fewer ads within featured content from partners (where they must share ad revenues) and showing more ads elsewhere (where they keep all the ad revenues).
So far publishers have been underwhelmed with both Facebook Instant Articles and Apple News. The former for stringent ad restrictions, and the latter for providing limited user data. Google Now is also increasing the number of news stories they show. And next year Google will roll out their accelerated mobile pages offering.
The problem is if you don't control the publishing you don't control the monetization and you don't control the data flow.
Your website helps make the knowledge graph (and other forms of vertical search) possible. But you are paid nothing when your content appears in the knowledge graph. And the knowledge graph now has a number of ad units embedded in it.
A decade ago, when Google pushed autolink to automatically insert links in publisher's content, webmasters had enough leverage to "just say no." But now? Not so much. Google considers in-text ad networks spam & embeds their own search in third party apps. As the terms of deals change, and what is considered "best for users" changes, content creators quietly accept, or quit.
Many video sites lost their rich snippets, while YouTube got larger snippets in the search results. Google pays YouTube content creators a far lower revenue share than even the default AdSense agreement offers. And those creators have restrictions which prevent them from using some forms of monetization while forces them to accept other types of bundling.
The most recent leaked Google rater documents suggested the justification for featured answers was to make mobile search quick, but if that were the extent of it then it still doesn't explain why they also appear on desktop search results. It also doesn't explain why the publisher credit links were originally a light gray.
With Google everything comes down to speed, speed, speed. But then they offer interstitial ad units, lock content behind surveys, and transform the user intent behind queries in a way that leads them astray.
As Google obfuscates more data & increasingly redirects and monetizes user intent, they promise to offer advertisers better integration of online to offline conversion data.
At the same time, as Google "speeds up" your site for you, they may break it with GoogleWebLight.
If you don't host & control the user experience you are at the whim of (at best, morally agnostic) self-serving platforms which could care less if any individual publication dies.
What was that old white hat SEO adage? I forget the precise wording, but I think it went something like...
Don't buy links, it is too risky & too uncertain. Guarantee strong returns like Google does, by investing directly into undermining the political process by hiring lobbyists, heavy political donations, skirting political donation rules, regularly setting policy, inserting your agents in government, and sponsoring bogus "academic research" without disclosing the payments.
Focus on the user. Put them first. Right behind money.
Back in July we noticed Yahoo! was testing Google-powered search results. From that post...
When Yahoo! recently renewed their search deal with Microsoft, Yahoo! was once again allowed to sell their own desktop search ads & they are only required to give 51% of the search volume to Bing. There has been significant speculation as to what Yahoo! would do with the carve out. Would they build their own search technology? Would they outsource to Google to increase search ad revenues? It appears they are doing a bit of everything - some Bing ads, some Yahoo! ads, some Google ads.
Since then Gemini has grown significantly:
Yahoo has moved quickly to bring search ad traffic under Gemini for advertisers that have adopted the platform. For some perspective, in September 2015, Yahoo.com produced a little over 50 percent of the clicks that took place across the Bing Ads and Gemini platforms. For advertisers adopting Gemini, Gemini produced 22 percent of combined Bing and Gemini clicks. Given the device breakdown of Yahooâs traffic, this amounts to about two-thirds of the traffic it is able to control under the renegotiated agreement.
That growth has come at the expense of Bing ad clicks, which have fallen significantly:
Years ago Microsoft was partnered into the Yahoo!/Overture ad network to compete against Google. The idea was the companies together would have better scale to compete against Google in search & ads. Greater scale would lead to a more efficient marketplace, which would lead to better ad matching, higher advertiser bids, etc. This didn't worked as well as anticipated. Originally under-monetization was blamed on poor ad matching. Yahoo! Panama was a major rewrite of their ad system which was supposed to fix the problem, but it didn't.
Even if issues like bid jamming were fixed & ad matching was more relevant, it still didn't fix issues with lower ad depth in emerging markets & arbitrage lowering the value of expensive keywords in the United States.
When a person types a keyword into a search box they are expressing significant intent. When a person clicks a link to land on a page they may still have significant interest, but generally there is at least some level of fall off. If I search for a keyword the value of my click is $x, but if I click a link on a "top searches" box, the value of that click may perhaps only be 5% or 10% what the value of a hand typed search. There is less intent.
Here is a picture of the sort of "trending now" box which appears on the Yahoo! homepage.
Typically those sorts of searches include a bunch of female celebrities, but then in any such box there will be one or two money terms added, like [lower blood pressure] or [iPhone 6s]. People who search for those terms might have $5 or $10 of intent, but people who click those links might only have a quarter or 50 cents of intent.
That difference in value can utterly screw an advertiser who gets their high-value keyword featured while they are sleeping or not actively monitoring & managing their ad campaign.
For what it is worth, even Google has tested some of these sort of these "search" traffic generation approaches during the last recession. On the Google AdSense network Google was buying banner ads telling people to search for [credit cards] & if they clicked on those banner ads they ended up on a search result page for [credit cards].
To this day many companies run contextual ads that drive search volume, but the difference between today & the Yahoo! which failed to monetize search is there is (at least currently) a greater focus on traffic quality.
Yahoo! continued to under-perform in large part because Yahoo! had a lot of "search" partners with many lower quality traffic sources mixed in their traffic stream & they didn't even allow advertisers to opt out of the partner network until after Yahoo! decided to exit the search market. As bad as the above sounds, it is actually worse, as some larger partners had access to advertiser information in a way that allowed them to aggressively arbitrage away the value of high advertiser bids wherever and whenever an advertiser overbid.
So you would bid thinking you were buying primarily search traffic based on the user intent of a person searching for something, but you might have been getting various layers of arbitrage of lower quality traffic, traffic from domain lander pages, or even some mix of robotic traffic from clickbots. Those $30 search ad clicks are a sure money loser if it is a clickbot software program doing the click.
And not only were some of Yahoo!'s partners driving down the value of clicks on Yahoo! itself, but Yahoo! was paying some of the larger partners in the high 80s to low 90s percent of revenue. Here is a (made up) example chart for illustration purposes, where the (made up) partner is getting a 90% TAC
|Â||Advertiser Bid||Y! Search Clicks||Partner Clicks||Total Clicks||Total Revs||TAC||Rev after TAC|
|Bit of Arb||$25||3,000||1,000||4,000||$100,000||$22,500||$77,500|
Why did Yahoo! allow the above sort of behavior to go on? It is hard to believe they were completely unaware of what was going on, particularly when it was so obvious to outside observers. More likely it was that they were rapidly losing search share & wanted the topline revenue growth to make their quarterly number. By the time they realized what damage they had already done to their ecosystem, they were already too far down the path to correct it & were afraid to do anything which significantly hit revenues.
The rapid rise and fall of a large Yahoo! search partner named Geosign was detailed by the Canadian Financial Post, in an article which is now offline, but available via the Internet Archive Wayback Machine:
Companies fail all the time. Sometimes with little warning. But companies that are highly profitable and only weeks removed from a record-setting venture capital investment? Not so much. Yet in Geosign's case, the cuts that began last May continued through the summer. Late last year, fewer than 100 employees remained. Today, Geosign itself no longer exists, its still-functioning website an empty reminder of its former promise. And while the national business media has, until now, overlooked the story - surprising, given the size of the investment and the fact that Google played a direct role in the outcome - within Canada's technology and venture-capital communities, the $160-million investment is known as the deal "that didn't go well." When the collapse happened, even jaded industry watchers accustomed to financial debacles in the tech sector were stunned. "I've seen a lot of meltdowns," says Duncan Stewart, a technology and investment analyst in Toronto. "But something happening like this, over just a few weeks, that's unprecedented in my experience."
Other traffic sources like domain parking have also sharply declined, due to a variety of factors like: web browsers replacing address bars with multi-purpose search boxes, shift of consumer internet traffic to mobile devices (which increases reliance on search over direct navigation & apps replace some segment of direct navigation), increased smart pricing, lower revenue sharing percentages, and Yahoo! no longer being able to offer a competitive bid against Google.
When Yahoo! shifted their search ads to Microsoft, Microsoft allowed advertisers to opt out of the partner network. Microsoft also clamped down on some of the lower quality traffic sources with smart pricing, which hit some of the arbitrage businesses hard & even forced Yahoo! to seek refunds from some of their partners for delivering low quality traffic.
Microsoft launched their own algorithmic search results on Live Search & their own Microsoft adCenter search ads. Microsoft continued to lose share in search at least until they gave their search engine a memorable name in Bing. The Yahoo! Bing ad network seemed to be gaining momentum when Yahoo! signed a deal with Mozilla to become the default search provider for Firefox, but it appears Yahoo! overpaid for the deal as Yahoo! search revenues ex-TAC were off $60 million YoY in the most recent quarter.
In spite of using an ad-heavy search interface Yahoo! has not grown search ad revenues as quickly as the search market has grown. Yahoo! has continually lost marketshare for years (up until the Mozilla Firefox deal). And even as Microsoft has followed Google in broadened their ad matching, a lot of the other "search" traffic partners Yahoo! once relied on to make their numbers are no longer in the marketplace to augment their data.
The Bing / Yahoo! network search traffic is now much cleaner than the Yahoo! "search" traffic quality of many years ago, but Yahoo! hasn't replaced some of the old search partners which have died off.
Yahoo! increasing the share of their ad clicks which are powered by Gemini lowers the network efficiency of the Yahoo!/Bing ad network. All the talk of "synergy" driving value sort of goes up in smoke when Yahoo! shifts a significant share of their ad clicks away from the original network.
Yahoo! announced a new search deal with Google. Here's the Tweet version...
...the underlying ethos...
...and the long version...
On October 19, 2015, Yahoo! Inc., a Delaware corporation ("Yahoo"), and Google Inc., a Delaware corporation ("Google"), entered into a Google Services Agreement (the "Services Agreement"). The Services Agreement is effective as of October 1, 2015 and expires on December 31, 2018. Pursuant to the Services Agreement, Google will provide Yahoo with search advertisements through Google's AdSense for Search service ("AFS"), web algorithmic search services through Google's Websearch Service, and image search services. The results provided by Google for these services will be available to Yahoo for display on both desktop and mobile platforms. Yahoo may use Google's services on Yahoo's owned and operated properties ("Yahoo Properties") and on certain syndication partner properties ("Affiliate Sites") in the United States (U.S.), Canada, Hong Kong, Taiwan, Singapore, Thailand, Vietnam, Philippines, Indonesia, Malaysia, India, Middle East, Africa, Mexico, Argentina, Brazil, Colombia, Chile, Venezuela, Peru, Australia and New Zealand.
Under the Services Agreement, Yahoo has discretion to select which search queries to send to Google and is not obligated to send any minimum number of search queries. The Services Agreement is non-exclusive and expressly permits Yahoo to use any other search advertising services, including its own service, the services of Microsoft Corporation or other third parties.
Google will pay Yahoo a percentage of the gross revenues from AFS ads displayed on Yahoo Properties or Affiliate Sites. The percentage will vary depending on whether the ads are displayed on U.S. desktop sites, non-U.S. desktop sites or on the tablet or mobile phone versions of the Yahoo Properties or its Affiliate Sites. Yahoo will pay Google fees for requests for image search results or web algorithmic search results.
Either party may terminate the Services Agreement (1) upon a material breach subject to certain limitations; (2) in the event of a change in control (as defined in the Services Agreement); (3) after first discussing with the other party in good faith its concerns and potential alternatives to termination (a) in its entirety or in the U.S. only, if it reasonably anticipates litigation or a regulatory proceeding brought by any U.S. federal or state agency to enjoin the parties from consummating, implementing or otherwise performing the Services Agreement, (b) in part, in a country other than the U.S., if either party reasonably anticipates litigation or a regulatory proceeding or reasonably anticipates that the continued performance under the Services Agreement in such country would have a material adverse impact on any ongoing antitrust proceeding in such country, (c) in its entirety if either party reasonably anticipates a filing by the European Commission to enjoin it from performing the Services Agreement or that continued performance of the Services Agreement would have a material adverse impact on any ongoing antitrust proceeding involving either party in Europe or India, or (d) in its entirety, on 60 days notice if the other party's exercise of these termination rights in this clause (3) has collectively and materially diminished the economic value of the Services Agreement. Each party agrees to defend or settle any lawsuits or similar actions related to the Services Agreement unless doing so is not commercially reasonable (taking all factors into account, including without limitation effects on a party's brand or business outside of the scope of the Services Agreement).
In addition, Google may suspend Yahoo's use of services upon certain events and may terminate the Services Agreement if such events are not cured. Yahoo may terminate the Services Agreement if Google breaches certain service level and server latency specified in the Services Agreement.
In connection with the Services Agreement, Yahoo and Google have agreed to certain procedures with the Antitrust Division of the United States Department of Justice (the "DOJ") to facilitate review of the Services Agreement by the DOJ, including delaying the implementation of the Services Agreement in the U.S. in order to provide the DOJ with a reasonable period of review.
Danny Sullivan mentioned the 51% of search share Yahoo! is required to deliver to Bing applies only to desktop traffic & Yahoo! has no such limit on mobile searches. In theory this could mean Yahoo! could quickly become a Google shop, with Microsoft as a backfill partner.
When asked about the future of Gemini on today's investor conference call Marissa Mayer stated she expected Gemini to continue scaling more on mobile. She also stated she felt the Google deal would help Yahoo! refine their ad mix & give them additional opportunities in international markets. Yahoo! is increasingly reliant on the US & is unable to bid to win marketshare in foreign markets.
Marissa Mayer sounded both insightful and myopic on today's conference call. She mentioned how as they scale up Gemini the cost of that is reflected in foregone revenues from optimizing their learning systems and improving their ad relevancy. On its face, that sort of comment sounds totally reasonable.
An unsophisticated or utterly ignorant market participant might even cheer it on, without realizing the additional complexity, management cost & risk they are promoting.
Where the myopic quick win view falls flat is on the other side of the market.
Sure a large web platform can use big data to optimize their performance and squeeze out additional pennies of yield, but for an advertiser these blended networks can be a real struggle. How do they budget for any given network when a single company is arbitrarily mixing between 3 parallel networks? A small shift in Google AdWords ad spend might not be hard to manage, but what happens if an advertiser suddenly gets a bunch of [trending topic] search ad clicks? Or maybe they get a huge slug of mobile clicks which don't work very well for their business. Do they disable the associated keyword in Yahoo! Gemini? Or Bing Ads? Or Google AdWords? All 3?'
Do they find that when they pause their ads in one network that quickly leads to the second (or third) network quickly carrying their ads across?
Even if you can track and manage it on a granular basis, the additional management time is non-trivial. One of the fundamental keys to a solid online advertising strategy is to have granular control so you can quickly alter distribution. But if you turn your ads off in one network only to find that leads your ads from the second network to get carried across that creates a bit of chaos. The more networks there are in parallel that bleed together the blurrier things get.
This sort of "overlap = bad" mindset is precisely why search engines suggest creating tight ad campaigns and ad groups. But you lose that control when things arbitrarily shift about.
To appreciate how expensive those sorts of costs can be, consider what has happened with programmatic ads:
Platforms that facilitate automated sales for media companies typically take 10% to 20% of the revenue that passes through their hands, according to the IAB report. Networks that service programmatic buys typically mark up inventory, citing the value that they add, by 30% to 50%. And then there are the essential data-management platforms, which take 10% to 15% of a buy, industry executives said.
If you are managing a client budget for paid search, how do you determine a pre-approved budget for each network when the traffic mix & quality might rapidly oscillate across the networks?
Don't take my word for it though, read the Yahoo! Ads Twitter account
When Yahoo! tries to manage their yield they will not only be choosing among 3 parallel networks on their end, but they will also have individual advertisers making a wide variety of changes on the other end. And some of those advertisers will not only be influenced by the ad networks, but also the organic rankings which come with the ads.
If one search engine is ranking you well in the organic search results for an important keyword and another is not, then you should bid more aggressively on your ads on the search engine which is ranking your site, because by voting with your budget you may well be voting on which underlying relevancy algorithm is chosen to deliver the associated organic search results accompanying the ads.
That last point was important & I haven't seen it mentioned anywhere yet, so it is worth repeating: your PPC ad bids may determine which search relevancy algorithm drives Yahoo! Search organic results.
The other (BIG) issue is that as they give Google more search marketshare they give Google more granular data, which in turn means they
Even today Google announced a new tool for offering advertisers granular localized search data. Search partners won't directly benefit from those tools.
The old problem with Yahoo! was they were heavily reliant on search partners who drove down the traffic value. The future problem may well be if the marginally profitable Bing leaves the search market, Google will drive down the amount of revenue they share with Yahoo!.
If the Yahoo! Google search deal gets approved, Bing might shift back to losing money unless Microsoft buys Yahoo! after the Alibaba share spin out.
Ever track how Google's TAC has shifted over the past decade?
It has only been a decade so far, but MAYBE THIS TIME IS DIFFERENT.
Back in 2009 Google executives were scared of not being able to retain talent with stock options after Google's stock price cratered with the rest of the market & Google's ad revenue growth rate slid to zero. That led them to reprice employee stock options. That is as close as Google has come to a "near death" experience since their IPO. They've consistently grown & become more dominant.
In November of 2009 I cringed when I saw the future of SEO in Google SERPs where the organic results were outright displaced & even some of the featured map listings had their phone numbers removed.
In 2012 a Googler named Jon Rockway was more candid than Googlers are typically known for being: "SEO isn't good for users or the Internet at large. ... It's a bug that you could rank highly in Google without buying ads, and Google is trying to fix the bug."
It isn't surprising Google greatly devalued keyword domain names & hit sites like eHow hard. And it isn't surprising Demand Media is laying off staff and is rumored to be exploring selling their sites. If deleting millions of articles from eHow doesn't drive a recovery, how much money can they lose on the rehab project before they should just let it go?
"If you want to stop spam, the most straight forward way to do it is to deny people money because they care about the money and that should be their end goal. But if you really want to stop spam, it is a little bit mean, but what you want to do, is break their spirits." - Matt Cutts
Through a constant ex-post-facto redefinition of "what is spam" to include most anything which is profitable, predictable & accessible, Google engineers work hard to "deny people money."
Over time SEO became harder & less predictable. The exception being Google investments like Thumbtack, in which case other's headwind became your tailwind & a list of techniques declared off limits became a strategy guidebook.
Communications got worse, Google stopped even pretending to help the ecosystem, and they went so far as claiming that even asking for a link was spam. All the while, as they were curbing third party investment into the ecosystem ("deny them money"), they work on PR for their various investments & renamed the company from Google to Alphabet so they can expand their scope of investments.
"We also like that it means alphaâbet (Alpha is investment return above benchmark), which we strive for!" - Larry Page
It takes a lot of effort & most people are probably too lazy to do it, but if you look at the arch of Google's patents related to search quality, many of the early ones revolved around links. Then many focused on engagement related signals. Chrome & Android changed the pool of signals Google had access to. Things like Project Fi, Gogle Fiber, Nest, and Google's new OnHub router give them more of that juicy user data. Many of their recently approved patents revolve around expanding the knowledge graph so that they may outright displace the idea of having a neutral third party result set for an increasing share of the overall search pie.
Searchers can instead get bits of "knowledge" dressed in various flavors of ads.
This sort of displacement is having a significant impact on a variety of sites. But for most it is a slow bleed rather than an overnight sudden shift. In that sort of environment, even volunteer run sites will eventually atrophy. They will have fewer new users, and as some of the senior people leave, eventually fewer will rise through the ranks. Or perhaps a greater share of the overall ranks will be driven by money.
Jimmy Wales stated: âIt is also false that âWikipedia thrives on clicks,â at least as compared to ad-revenue driven sitesâŠ The relationship between âclicksâ and the things we care about: community health and encyclopedia quality is not nothing, but itâs not as direct as some think.â
Most likely the relationship *is* quite direct, but there is a lagging impact. Today's major editors didn't join the site yesterday & take time to rise through the ranks.
If Google works hard enough at prioritizing "deny people money" as a primary goal, then they will eventually get an index quality that reflects that lack of payment. Plenty of good looking & well-formatted content, but a mix of content which:
There has been a general pattern in search innovation. Google introduces a new feature, pitches it as being the next big thing, gets people to adopt it, collects data on the impact of the feature, clamps down on selectively allowing it, perhaps removes the feature outright from organic search results, permanently adds the feature to their ad units.
This sort of pattern has happened so many times it is hard to count.
Google puts faces in search results for authorship & to promote Google+, Google realizes Google+ is a total loser & disconnects it, new ad units for local services show faces in the search results. What was distracting noise was removed, then it was re-introduced as part of an ad unit.
The same sort of deal exists elsewhere. Google acquires YouTube, launches universal search, offers video snippets, increases size of video snippets. Then video snippets get removed from most listings "because noise." YouTube gets enlarged video snippets. And, after removing the "noise" of video stills in the search results Google is exploring testing video ads in the search results.
Some sites which bundle software got penalized in organic search and are not even allowed to buy AdWords ads. At an extreme degree, sites which bundled no software, but simply didn't link to an End User Agreement (EULA) from the download page were penalized. Which leads to uncomfortable conversations like this one:
Google Support: I looked through this, and it seemed that one of the issues was a lack of an End User Agreement (EULA)
Simtec: An EULA is displayed by the setup program before installing starts. Also, the end user license agreements are linked to from here http://www.httpwatch.com/buy/orderingfaq.aspx#licensetypes
Google Support: Hmm, They do want it on the download page itself
Simtec: How come there isnât one here? google.co.uk/chrome/browser/desktop/
Google Support: LOL
Simtec: No really?
Google Support: Thatâs a great question
Of course, it goes without saying that much of the Google Chrome install base came from negative option software bundling on Adobe Flash security updates.
Google claimed helpful hotel affiliate sites should be rated as spam, then they put their own affiliate ads in hotel search results & even recommended hotel searches in the knowledge graph on city name searches.
Google created a penalty for sites which have an ad heavy interface. Many of Google's search results are nothing but ads for the entire first screen.
Google search engineers have recently started complaining about interstitial ads & suggested they might create a "relevancy" signal based on users not liking those. At the same time, an increasing number of YouTube videos have unskippable pre-roll ads. And the volume of YouTube ad views is so large that it is heavily driving down Google's aggregate ad click price. On top of this, Google also offers a survey tool which publishers can lock content behind & requires users to answer a question before they can see the full article they just saw ranking in the search results.
"Everything is possible, but nothing is real." - Living Colour
Amid the growing ecosystem instability & increasing hypocrisy, there have perhaps been only a couple "blue ocean" areas left in organic search: local search & brand.
And it appears Google might be well on their way in trying to take those away.
For years brand has been the solution to almost any SEO problem.
I wonder how many SEOs working for big brands have done absolutely nothing of value since 2012 yet still look like geniuses to executives.â Ross Hudgens (@RossHudgens) August 7, 2015
But Google has been increasing the cost of owning a brand. They are testing other ad formats to drive branded search clicks through more expensive ad formats like PLAs & they have been drastically increasing brand CPCs on text ads. And while that second topic has recently gained broader awareness, it has been a trend for years now: "Over the last 12 months, Brand CPCs on Google have increased 80%" - George Michie, July 30, 2013.
There are other subtle ways Google has attacked brand, including:
Google has recently dialed up monetization of local search quite aggressively as well. I've long highlighted how mobile search results are ad heavy & have grown increasingly so over time. Google has recently announced call only ad formats, a buy button for mobile ads, local service provider ads, appointment scheduling in the SERPs, direct hotel booking, etc.
And, in addition to all the above new ad formats, recently it was noticed Google is now showing 3 ads on mobile devices even for terms without much commercial intent, like [craft beer].
Now that the mobile search interface is literally nothing but ads above the fold, early data shows a significant increase in mobile ad clicks. Of course it doesn't matter if there are 2 or 3 ads, if Google shows ad extensions on SERPs with only 2 ads to ensure they drive the organic results "out of sight, out of mind."
Earlier this month it was also noticed Google replaced 7-pack local results with 3-pack local results for many more search queries, even on desktop search results. On some of these results they only show a call button, on others they show links to sites. It is a stark contrast to the vast array of arbitrary (and even automated) ad extensions in AdWords.
Why would they determine users want to see links to the websites & the phone numbers, then decide overnight users don't want those?
Why would Google determine for many years that 7 is a good number of results to show, and then overnight shift to showing 3?
If Google listed 7 ads in a row people might notice the absurdity of it and complain. But if Google only shows 3 results, then they can quickly convert it into an ad unit with little blowback.
You don't have to be a country music fan to know the Austin SEO limits in a search result where the local results are now payola.
Try not to hurt your back while looking down for the organic search results!
Here are two tips to ensure any SEO success isn't ethereal: don't be nearby, and don't be a business. :D
A couple days ago Microsoft announced a deal with AOL to have AOL sell Microsoft display ads & for Bing to power AOL's organic search results and paid search ads for a decade starting in January.
The search landscape is still undergoing changes.
I am uncertain to what degree they are testing search results from Google, but on some web browsers I am seeing Yahoo! organics and ads powered by Bing & in other browsers I am seeing Yahoo! organics and ads powered by Google. Here are a couple screenshots.
Notable differences between the versions:
|top ad color||purple||blue|
|top ad favicon||yes||no|
|clickable ad area||all||headline|
|ad label||right of each ad near URL||once in gray above all ads|
|ad URL redirect||r.msn.com||google.com|
|ad units above organics||5||4|
|ad star rating color||blue||yellow|
|Yahoo! verticals like Tumblr & Answers||mixed into organic results||not mixed in|
|footer "powered by Bing" message||shown||missing|
When the Google ads run on the Yahoo! SERPs for many keywords I am seeing many of the search arbitrage players in the top ads. Typically these ads are more commonly relegated to Google.com's right rail ad positions.
Back in 2008 when Yahoo! was fighting to not get acquired they signed an ad agreement with Google, but it was blocked by the DOJ due to antitrust concerns. Unless Google loses Apple as a search partner, they are arguably more dominant today in general web search than they were back in 2008. Some have argued apps drastically change the way people search, but Google has went to great lengths to depreciate the roll of apps & suck people back into their search ecosystem with features baked into Google Now on tap & in-app keyword highlighting that can push a user from an app into a Google search result.
In Q4 last year Yahoo! replaced Google as the default search provider in Firefox in the United States.
And Yahoo! recently signed a deal with Oracle to bundle default Yahoo! Search settings on Java updates. Almost all the Bing network gains of late have been driven by Yahoo!.
A little over a year ago Yahoo! launched Gemini to begin rebuilding their own search ad network, starting with mobile. In their Q1 report, RKG stated "Among advertisers adopting Gemini, 36% of combined Bing and Yahoo mobile traffic was served by Yahoo in March 2015."
When Yahoo! recently renewed their search deal with Microsoft, Yahoo! was once again allowed to sell their own desktop search ads & they are only required to give 51% of the search volume to Bing. There has been significant speculation as to what Yahoo! would do with the carve out. Would they build their own search technology? Would they outsource to Google to increase search ad revenues? It appears they are doing a bit of everything - some Bing ads, some Yahoo! ads, some Google ads.
Bing reports the relative share of Yahoo! search ad volume they deliver on a rolling basis: "data covers all device-types. The relative volume (y-axis) is an index based on average traffic in April, therefore it is possible for the volume to go above 1.0. The chart is updated on a weekly basis."
If Yahoo! gives Google significant share it could create issues where users who switch between the different algorithms might get frustrated by the results being significantly different. Or if users don't care it could prove general web search is so highly commoditized the average searcher is totally unaware of the changes. The latter is more likely, given most searchers can't even distinguish between search ads and organic search results.
The FTC was lenient toward Google in spite of Google's clearly articulated intent to abuse their dominant market position. Google has until August 17th to respond to EU antitrust charges. I am a bit surprised Google would be willing to run this type of test while still undergoing antitrust scrutiny in Europe.
When Mozilla signed the deal with Yahoo! & dumped Google they pushed it as "promoting choice."
A cynic might question how much actual choice there is if on many searches the logo is different but the underlying ads & organic results are powered by Google, and an ex-Google executive runs Yahoo!.
"Any customer can have a car painted any colour that he wants so long as it is black." - Henry Ford
Most of you are too busy monitoring Google's latest algorithm updates, examining web analytics, and building links and content to stay up to date on the design world.
Usually, creative people who excel at design aren't very good at the left-brain thinking required to succeed in the highly-technical search engine optimization industry. Likewise, very few people with the analytical mindset required for search engine optimization would do well in the free-spirited design industry.
Unfortunately, in the real world, you're often expected to do exactly that. And while most people understand that it would be ludicrous to expect their doctor to also troubleshoot their plumbing, they don't seem to understand why they shouldn't expect the person responsible for their SEO to also handle their design needs from time to time.
So you're often forced to design things for your clients from time to time. Or sometimes, you just need to whip up something for yourself instead of trying to find someone who can deliver what you need on Fiverr.
Since you probably won't start sporting a black turtleneck and talking about crop marks, press checks, or CMYK colors anytime soon, it seems silly to shell out thousands of dollars on software you'll only use occasionally, so I've compiled a list of design resources for non-designers.
The resources in this list are every bit as powerful as any of the professional-grade software, but they are free. (Some do offer premium versions with more options.) The only downside is that it might be a little bit tougher to find tutorials for some of these programs compared to the industry standard software like Adobe Photoshop or Illustrator.
We all need to edit and create images from time to time, but if you only do it occasionally, software like Adobe Photoshop and Illustrator works out to be pretty expensive. Fortunately, there are several feature-rich image editing programs available.
OK, so you're not going to compete with Pixar anytime soon, but 3D capabilities do come in handy for designing mockups of books and DVDs, creating characters, and even complete photorealistic animations.
Designing a website requires a blend of creative and technical skills. Fortunately, there are plenty of tools available to efficiently complete both. From the pretty parts, to the nuts and bolts, to the little details, here is everything you'll need:
Palette generatorÂ - Upload an image and this tool will generate the perfect color palette to compliment it that you can download as a CSS file.
Subtle PaternsÂ - Creating seamless backgrounds can be a pain, so instead of starting from scratch, just download from over 400 high-quality seamless background images, including textures and patterns.
Whether you're building a website from scratch with a WYSIWYG editor or fine-tuning the code on an existing website with an HTML editor, web design software will probably get a lot of use in your hands. If you have the technical chops to hand code your websites, that's ideal, but if not, or if you just don't want to, here are several options:
Favicon GeneratorÂ - A truly polished website needs consistent branding throughout, and that means all the little details, including a faviconâthat tiny little image that sits in the tab or bookmarks. Just upload an image file, such as your logo, and this handy tool will spit out the .ico files you need.
Infographics are still an effective method to earn social shares and links, and they are a great way to present a lot of data-rich information, but they can be a pain to create. Here are several tools to simplify the process that might even be better (and easier) than traditional design software.
If you are in a saturated market or have a great idea you are certain will be a success then it may make sense to splash out for a custom designed graphic, but in less competitive market some of the above quick-n-easy tools can still be remarkably effective.
Google ChartsÂ is a great way to create all sorts of charts, and the best part is that you can create them on the fly by passing variables in the URL.
Today you have plenty of options when it comes to font choices, so please stop using Arial, and for the love of all that is good, never useÂ Comic SansÂ or I will hunt you down. You can choose from thousands of free fonts, so it's easy to pick one that fits your project perfectly.
Social media can multiply your website's exposure exponentially, but it takes a lot of work. From branding profiles on each network to crafting engaging visual content your fans will share, you'll have to create a lot of graphics to feed the beast. Doing that manually, the old-fashioned way is tedious and slow, so I recommend these tools to speed up your workflow.
Easy Cover MakerÂ - Stop wasting time trying to position your cover and profile photo for your Facebook and Google+ page. This tool lets you drag everything into position in one handy interactive window, then download the image files.
JingÂ - From the makers of Camtasia, this free program gives you the ability to capture images or video (up to 5 minutes long) of your computer screen, then share it with the click of a button.
Social KitÂ - Create cover images, profile pictures, and ad banners for Facebook, Twitter, Google+, and YouTube with this free, up-to-date Photoshop plugin.
Social media image size guideÂ - The folks over atÂ Sprout SocialÂ created (and maintain) this handy and comprehensive Google doc listing the image sizes for all major social media networks, and since it's a shared document, you can have Google notify you anytime it's updated!
Instead of wasting time searching for the perfect meme, why not just create your own?
Powerful photos can mean the difference between a dry post that visitors ignore and one that entices them to read more. The good news is you don't have to take your own spend a fortune on stock photos because there are several free and low-cost options available.
Even the best designers hit a wall, creatively speaking, so it helps to look for inspiration. These sites curate the best designs around and are updated regularly, so you'll find plenty of fresh ideas for your project.
Since you're days are filled with keyword research, content development, link building, and other SEO-related tasks, you probably don't have time to stay up-to-date on the latest design trends and techniques. No worriesâwith these websites, you'll be able to find a tutorial to walk you through just about any design challenge.
Jeremy Knauff is the founder ofÂ Spartan Media, a proud father, husband, and US Marine Corps veteran. He has spent over 15 years helping small business up to Fortune 500 companies make their mark online, and now he's busy building his own media empire. You can follow Spartan Media onÂ TwitterÂ andÂ Facebook.
Yesterday Google shared they see greater mobile than desktop search volumes in 10 countries including Japan and the United States.
3 years ago RKG shared CTR data which highlighted how mobile search ads were getting over double the CTR as desktop search ads.
The basic formula: less screen real estate = higher proportion of user clicks on ads.
Google made a big deal of their "mobilepocalypse" update to scare other webmasters into making their sites mobile friendly. Part of the goal of making sites "mobile friendly" is to ensure it isn't too ad dense (which in turn lowers accidental ad clicks & lowers monetization). Not only does Google have an "ad heavy" relevancy algorithm which demotes ad heavy sites, but they also explicitly claim even using a moderate sized ad unit on mobile devices above the fold is against their policy guidelines:
Is placing a 300x250 ad unit on top of a high-end mobile optimized page considered a policy violation?
Yes, this would be considered a policy violation as it falls under our ad placement policies for site layout that pushes content below the fold. This implementation would take up too much space on a mobile optimized site's first view screen with ads and provides a poor experience to users. Always try to think of the users experience on your site - this will help ensure that users continue to visit.
So if you make your site mobile friendly you can't run Google ads above the fold unless you are a large enough publisher that the guidelines don't actually matter.
If you spend the extra money to make your site mobile friendly, you then must also go out of your way to lower your income.
What is the goal of the above sort of scenario? Defunding content publishers to ensure most the ad revenues flow to Google.
If you think otherwise, consider the layout of the auto ads & hotel ads Google announced yesterday. Top of the search results, larger than 300x250.
If you do X, you are a spammer. If Google does X, they are improving the user experience.
The above sort of contrast is something noticed by non-SEOs. The WSJ article about Google's new ad units had a user response stating:
With this strategy, Google has made the mistake of an egregious use of precious mobile screen space in search results. This entails much extra fingering/scrolling to acquire useful results and bypass often not-needed coincident advertising. Perhaps a moneymaker by brute force; not a good idea for utilityâs sake.
That content displacement with ads is both against Google's guidelines and algorithmically targeted for demotion - unless you are Google.
How is that working for Google partners?
According to eMarketer, by 2019 mobile will account for 72% of US digital ad spend. Almost all that growth in ad spend flows into the big ad networks while other online publishers struggle to monetize their audiences:
Facebook and Google accounted for a majority of mobile ad market growth worldwide last year. Combined, the two companies saw net mobile ad revenues increase by $6.92 billion, claiming 75.2% of the additional $9.2 billion that went toward mobile in 2013.
Back to the data RKG shared. Mobile is where the growth is...
...and the smaller the screen size the more partners are squeezed out of the ecosystem...
The high-intent, high-value search traffic is siphoned off by ads.
What does that leave for the rest of the ecosystem?
It is hard to build a sustainable business when you have to rely almost exclusively on traffic with no commercial intent.
One of the few areas that works well is perhaps with evergreen content which has little cost of maintenance, but even many of those pockets of opportunity are disappearing due to the combination of the Panda algorithm and Google's scrape-n-displace knowledge graph.
Even companies with direct ad sales teams struggle to monetize mobile:
At The New York Times, for instance, more than half its digital audience comes from mobile, yet just 10% of its digital-ad revenue is attributed to these devices.
Other news websites also get the majority of their search traffic from mobile.
Why do news sites get so much mobile search traffic? A lot of it is navigational & beyond that most of it is on informational search queries which are hard to monetize (and thus have few search ads) and hard to structure into the knowledge graph (because they are about news items which only just recently happened).
If you look at the organic search traffic breakdown in your analytics account & you run a site which isn't a news site you will likely see a far lower share of search traffic from mobile. Websites outside of the news vertical typically see far less mobile traffic. This goes back to Google dominating the mobile search interface with ads.
Mobile search ecosystem breakdown
Not only is Google monetizing a far higher share of mobile search traffic, but they are also aggressively increasing minimum bids.
As Google continues to gut the broader web publishing ecosystem, they can afford to throw a few hundred million in "innovation" bribery kickback slush funds. That will earn them some praise in the short term with some of the bigger publishers, but it will make those publishers more beholden to Google. And it is even worse for smaller publishers. It means the smaller publishers are not only competing against algorithmic brand bias, confirmation bias expressed in the remote rater documents, & wholesale result set displacement, but some of their bigger publishing competitors are also subsidized directly by Google.
Ignore the broader ecosystem shifts.
Ignore the hypocrisy.
Focus on the user.
Until you are eating cat food.
A day after the alleged major update, I thought it would make sense to highlight where we are at in the cycle.
Yesterday Google suggested their fear messaging caused 4.7% of webmasters to move over to mobile friendly design since the update was originally announced a few months ago.
The 4.7% of the websites Google pushed to go mobile friendly likely include some sites which would have been mobile friendly anyhow by virtue of being new sites on hosted platforms with responsive designs. But for the rest of the sites, was the shift worth it?
That is a tough question.
It is too early to tell.
The problem with going early is you eat the expense upfront, while the rewards are still unknown.
If you are spending your own time & money and you believe in what you are doing and the longevity of a project then it doesn't matter too much if the rewards come slowly or never come. A sense of purpose & a sense of pride in your work is a form of payment.
However, if you are spending a client's money & you ring a 5 alarm fire to rush to make some technical change & then see no upside after the much hyped announcement, that erodes client trust. If there is no upside and a huge drop in revenue, then the consultant looks like a clueless idiot burning money for the sake of it doing various make work projects.
A few years ago a Google rep stated Panda would be folded into the regular algorithms. Then recently we were told it was a near realtime. Then we were told it was something where updates needed to be manually pushed out & it is something Google hasn't done in 4 months. If we trusted Google & conveyed any of these messages to clients, once again we looked like idiots. If we choose to invest client money based on the cycles and advice we are given, quite often that is a money incinerator.
Imagine dropping $30,000 on a link cleanup project where you remove links which were helping your Bing rankings but the Google update "coming soon" takes over a year to show up.
Invest money to lower your current income while you're waiting for Godat.
So after Google made a big show of this pending mobile update by pre-announcing it, speaking about it at multiple conferences, comparing it to Panda and Penguin & stating it would have a bigger impact, sending out millions of warning messages via Webmaster Tools, etc etc etc .. when the big day came, did Google make the people who trusted them & invested in their advice look good?
Not so much.
Ayima recently launched a SERP flux pulse tracker tool which shows desktop and mobile flux side-by-side.
As you can see, nothing happened.
So far, no rewards. Maybe they will come. Though here is a hypothetical example where it could be very much NOT worth it for some publishers to go mobile friendly...
Any form of penalty (even a false positive) can become self-reinforcing. And many of the things which seem like they might help could cause harm.
Did you jump the gun or wait and see?
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