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Google Hints That Press Releases Are Treated Differently in Search Results Here’s How Google Ranks Press Releases, According to John Mueller

author image Written by: Rob May           Categories - In The News, SEO

Publicists and communications directors use press releases to get the word out. Journalists and bloggers, meanwhile, use press releases as an information-dense source for articles.

If press releases are so important to so many people, why don’t they produce better SEO results?

Comments made by Google Trends Analyst John Mueller on a recent livestream might give some insight on why.

Mueller discussed the topic on a Google hangout broadcasted on Feb. 19. The livestream was part of a series of broadcasts hosted by members of Google Search Central, which is Google’s site optimization hub. This installment included a discussion on press releases and their performance in searches.

The discussion began when SEO Michael Lewittes mentioned that he often saw news articles rank higher in searches than the press releases they stem from.

We know that Google favours original content. So why would duplicated content rank higher than a press release – the ultimate form of original content for journalism?

Mueller explains that, while Google tries to distinguish original content from copycats, some pieces are bound to slip through the cracks.

“I think in most cases we try to recognize situations where exactly the same article is being republished and then to treat that accordingly in search by showing the original,” he explained. “But there are lots of cases where we can’t recognize that completely.”

Following those comments, SEO Robb Young asks if Google actively distinguishes press releases from other kinds of content. Mueller responds by explaining that Google tries to note them, but doesn’t always differentiate:

“I think to some extent we probably try to recognize press releases and understand that these pieces of content that are just republished in lots of places and try to act accordingly to that. But otherwise it’s just content. It’s kind of like if I write a blog post or a news article, it’s essentially a piece of content to us.”

Ultimately, Mueller’s comments don’t give a whole lot of clarity. We’re still not sure exactly what it is that makes press releases perform the way they do, or if Google has plans for the future to help these pieces rank higher.

Still, Mueller’s comments must be somewhat relieving for anyone who has been confused by Google’s approach to ranking press releases.

Rob May

Google Updated Performance Max Campaigns

04/28/2022

Performance Max campaigns in Google Ads have been updated with three new features, Google announced earlier this week. Among the additions are New customer acquisition goals, new Performance Max insights reports, and a one-click upgrade tool for Smart Shopping. Let’s dig right in and see how these features can help drive your business!

New Customer Acquisition Goals

You can now use your data to help Google identify (and target) new customers with PMax campaigns. This feature should help you identify who’s a new sure, who’s an old one, which will definitely help with the strategy. There are a few options available:

  • Customer Match Lists – When first-party data is uploaded (name, email, phone, country, postal code), Google gives a match rate that shows how many of your customers have a matching Google account that can be used for targeting. Much cooler than third-party cookies, eh?
  • Conversion Tags – using them might help the new feature cut out people that aren’t new
  • Google’s Autodetection Method – Besides the previously seen Google detected purchase conversion tracking in Smart Shopping, Performance Max also has new machine learning models that predict whether a user is a new customer or an existing customer.

Performance Max Insights Reports

Photo source: support.google.com

If you’re looking for more information on campaign performance, you will be pleased with this new feature. There are two new additions to the insights page:

  • Asset Audience Insights – this will tell you how text, images and videos ‘resonate with specific customer segments’. That means you will be able to see what your customers engage more with, with what content.  Using those insights, you can customize your marketing strategy!
  • Diagnostic Insights – these insights will show you all the issues that might prevent your ads from showing. It will also give you some suggestions on how to fix it.

One-click Upgrade Tool For Smart Shopping

This will begin rolling out soon, Google said, and Smart Shopping and Local campaigns will no longer exist. You’ll get notified when the tool becomes available and after you upgrade it, a new Performance Max campaign will be generated and keep the information from previous campaigns.

Here’s how to upgrade:

 

Why Is This Important?

You already know that tracking everything is the key to success. Well, one of the keys. These additional insights will not only help you keep track of your customers’ engagement and preferences, but will help you develop and customize your marketing strategy. Like it or not, Performance Max is alive and kicking and adapting to it sounds like the smartest choice.

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TikTok More Popular Than Google In 2021

12/30/2021

For the first time in the last 20 years, Google wasn’t the most popular web address in a year – the title now belongs to TikTok.

The social video app owned by ByteDance has been a key digital platform for a while now. Gaining popularity during the pandemic, TikTok is now an opinion-maker of its kind and a go-to solution for targeting the younger generation, Gen Z.

According to Cloudfare, TikTok gained (and remained) number one in the global ranking on August 10, 2021. Before that, it was a back and forth battle with Google, but since then, the video app has mostly taken the lead.

Even though Google managed to come first again a few times, it didn’t win for the holidays. On Black Friday, TikTok rose again – a key fact for e-commerce businesses that rely on Google during the holidays shopping spree.

In comparison, TikTok was number seven in ranking after Google, Facebook, Microsoft, Apple, Netflix and Amazon in 2020.

The app now has more than 1 billion monthly active users and doubled down on privacy, ad measurement and commerce, so it isn’t surprising that brands and marketers are getting more comfortable with advertising on it. The fact that the number of consumers exposed to ads nearly doubled, going to 37% this year, also helps.

After managing to surpass the potential ban in the U.S last year, TikTok continued attracting users and gaining more downloads. It became the first non-Facebook mobile app to surpass 3 billion downloads.

While staying in touch with its users and adapting to changes such as the return of longer videos, TikTok might have the potential to become a leader in the advertisement in the future.

The Year’s Winners By Cloudfare

Top 10 — Most popular domains (late) 2021

  1.  TikTok.com
  2. Google.com
  3. Facebook.com
  4. Microsoft.com
  5. Apple.com
  6. Amazon.com
  7. Netflix.com
  8. YouTube.com
  9. Twitter.com
  10. WhatsApp.com

Top 10 — Most popular social media domains (late) 2021

  1. TikTok.com
  2. Facebook.com
  3. YouTube.com
  4. Twitter.com
  5. Instagram.com
  6. Snapchat.com
  7. Reddit.com
  8. Pinterest.com
  9. LinkedIn.com
  10. Quora.com

 

 

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