What Does Penguin 4.0 Mean For Your SEO

Who wouldn’t like Google updates?

If you have become too much dubbed into SEO, then you probably already know that these updates may be due to some serious nail biting.

This is usually something like this: Google announced that they had made an update to their algorithm and they provide some complete details. There is a few weeks of chaos and turmoil in the search rankings.

Then, as the dust begins to freeze, we SEO professionals end up reaching for one of two things: champagne or whiskey.

Fortunately, Penguin 4.0 was an update that improves the Google experience for both searchers and search marketing professionals alike. This is also the last “public” update Google will make for the Penguin algorithm.

But to understand it more, let us cover a little history?

What is a penguin anyway?

For people just stepping into the SEO space, a little background is in order.

Penguin is a typical Google algorithm. Google actually has several algorithms. Each is dedicated to achieving a specific goal in its overall plan to improve the web for searchers.

Penguin was specifically aimed at catching sites that bought or obtained spam links.

But some companies decide to focus on quantity rather than quality.

Spoiler Alert: It does not play so well with Google (or search engine users themselves).

Penguin penalizes sites that build low-quality or unsolicited links by devaluing those sites that those crummy links pointed to.

If you Google yourself a fine due to Penguin, you were in for a tough ride. Getting those punishments was a very difficult task, and took a lot of time.

Search matrix chart

In fact, site-owners needed to wait for the next “Penguin update” to rollout, so that their fines could be removed. Originally, any work you did to reverse a penalty would be intermittently controlled by Google.

But until the Penguin update rolls out, you won’t see that penalty overturned or start showing your site again in SERPs (search engine result page).

What did this mean for SEO?
Well, some things. But mostly, it taught SEO firms to be careful about what kind of link-building activities they are engaged in.

The explorers who discovered us already knew to pay attention to quality, but it really brought the hammer to the corner-cutters.

First and foremost, these updates were usually done slowly and deliberately. When it comes to the pricing / devaluation link, there is a lot of volatility to consider.

This is not a pleasant topic, but negative SEO attacks became a general point of discussion after the first release of Penguin.

There is also a reason for this. If crummy links can cause a site to exit the SERPs, then what is to prevent the competing SEOs from creating a bunch of spam links on your site?

Negative seo attack

Google wants to convince you that these attacks will not happen, but I expect you to challenge that notion. It is clearly in their best interests to claim these events to be very rare. To be fair, they are rare, but worth noting.

Do a little digging and you will find many cases where sites and businesses are at the end of negative SEO campaigns. You will also find that Google has gradually modified its statements from “it is impossible to happen” to “it is highly likely that it will not happen”.

Despite the negative SEO angle, the Penguin update has been disproportionately for the best. Nobody likes spam. No one likes irrelevant sites to fall into the top ranks due to search engine manipulation.

In addition, the subsequent introduction of the Google Discove tool has served to empower site owners to reduce the risk and damage of negative SEO attacks (or their own clumsy link-building).

What changed with Penguin 4.0?

Penguin 4.0 brought many changes, and the boys welcome them.

The most important of these changes has been described by Google itself.

That’s right, penguin data has now been analyzed in real time. So if you make a mistake and create some low-quality links, you will be able to see the result of this action quickly.

Also, and more importantly, if you remove those links and proceed responsibly, your site will recover quickly. No more waiting two years for Penguin to refresh to bring your site back to the SERPs!

Secondly, instead of bad links damaging the search visibility of the entire site, they now typically only affect the pages they are pointing to.


How to Write a Case Study That’ll Make People Love Your Business

Marketers often have a love / hate relationship with a case study. Writing case studies can be no less than a task. They are an incredibly time consuming task and require tons of scheduling.

Despite this, case studies rank as top performers in their marketing funnels in addition to content marketing strategy and work wonders.

According to data from the Content Marketing Institute, the case study is one of the most popular content marketing strategies with 65% of marketers considering them effective. They are so effective, in fact, that 82% of B2B market people use them as part of their strategy.

It’s well and good, but let’s be honest about something here:

Case studies are boring … right?

We’ve all read our fair share of case studies that won with little to try and prop from “Challenge> Solution> Benefits” and the data to prop them up.

Many case studies lack additional material to engage and engage audiences. They are left out and driven to creative storytelling.

No wonder some marketers feel like they are a thief to write.

So if they are boring and a chore to produce?

Because even the most raw, thoughtless case study can be effective.

They boost customer confidence in your business
They provide a way to a solution
They educate prospective customers on how they can solve their problems
When you build those basic things in the right way, you can create a deeply engaging piece of content. Here are some ways to improve the quality of your case study.

Do not get stuck in finding the right format.
Many experts will ask you to follow some formula to make your case study. Do not insist on it.

A creative story does not lock itself into a formula. You don’t have to block your content into specific modules like some 90’s business plans. The most interesting and compelling stories take a creative approach to the flow and format, and they play with perspective.

Avoid the mistake of writing your case study from your point of view. It is like making a testimonial for yourself.

See how Asana presents their case study from the customer’s point of view.

Easy case study

By adopting this path, Asana is connecting the personality of its successful client with its potential audience.

Tell a story

Like every good story a lesson should be learned along with a villain and a hero. With case studies, of course, you are dealing with more facts than imagined.

“Structure it like a story. Make sure there’s a logical flow,” writes Drew McLean, the top dog at the McCellan Marketing Group. “Explain the problem (identify the bad guy). Introduce your company / product (bring in a hero). Explain how the challenge was overcome (explain the war). Enhance it (give it a happy ending). ”

apptio case study

Apptio does an extraordinary job with its case study, which highlights the main story components of the what, what, when, where and most importantly – how.

To tell the right kind of story in your case study and to determine which data is most relevant, you need to ask the right questions.

Lead your customer so that they can get the information that will make your case study stand out.

Those questions will vary depending on your customer and product or service, but here are some examples to point

you in the right direction:

What were your goals?
What challenges have you faced before purchasing our product / service?
Why did you choose us over other similar products or services?
What was the implementation and decision making process?
How has the product or service provided a solution? How did you benefit
Remember to obtain raw data to support the case study. Ask open-ended questions to help reveal other insights that can add more depth to your case study and portray a more vivid picture of success.

Do not be afraid to edit.

During the interview you will get gold price from your customers. These testimonials and citations add serious social evidence to your case study.

“It’s best to use short, flamboyant quotes that underline or illustrate your bullet points,” says Matthew Stibbe, CEO of Articulate. “It will be clear from your transcript which words are better as they are.”


The Secret to $5 Customer Acquisition Costs on Facebook

He quit his job at an equity firm to work full-time on his wife’s e-commerce business.

Facebook was an easy target. The company already had thousands of fans there, and the community was highly engaged.

But in a well-performing advertisement a few months, ROI will suddenly fall.

John could not detect it. He thought that the copy of the advertisement must have become stale. Perhaps customers had seen it many times.

He wrote new advertisements. He changed the pictures.

Drop by drop remained constant.

Javelin baby mass leche

Six months later, on a jog, he immediately realized what the problem was.

New mothers, their target market, had moved on. Not from advertising, but in their buying behavior. They needed advertising colleagues that would match their consumer’s rapidly changing lives.

He set a plan that the cost per acquisition (CPA) of the company on Facebook today is $ 5.

What did spearmint love do

When John found out that the parents who were announcing their pregnancy did not have the same needs and pains that the parents were preparing to welcome their child to the house, he took a strategy Decided to create parents who would help serve more relevant ads at different stages of the parenting lifecycle.

And over the course of a year after audience testing, Spearmint Love has learned how to accommodate custom audiences for its Facebook ads so that they can evolve with the changing needs of a young family.

By doing this, they can provide customers with highly relevant product solutions. The strategy has drawn over 15,000 conversions and hundreds of orders from Facebook.

Here’s how they did it.

Cost of acquisition per customer
To generate the highest possible ROI for the ads they were creating, Spearmint Love closely studied the conversion rate of each ad using Facebook Insight.

They do deep work in their e-commerce metrics which are responsible for both organic and direct traffic coming from these advertisements.

These metrics include:

Net new customers acquired through total advertising spend
Total Net New Customers
Leaving in the custom table in Excel, the numbers helped them get a more holistic view of how the platform works and empowered them to calculate highly accurate cost per customer acquisition (CPA).

But data analysis did not stop here.

Within the same spreadsheet, they started tracking each customer using BigCommerce and their order ID from the month of their first purchase and then categorizing these customers into different ‘cohorts’ based on the time of purchase activity. .

This enabled them to complete a cohort analysis, which is a process whereby the data of a given set is broken into related groups of users (instead of viewing all users as one unit).

Monthly support

For example: A customer acquired in February of 2016 will always be associated with this particular collaboration throughout its lifetime.

They also created a proprietary cohort, called a ‘custom window’, that aligns customer groups with specific changes in behavior and mindset.

For example: A custom window can be the time window from six months when the baby is born to six months after it is born. After this window, the parent and child have a different set of needs – so they move to the next custom window.

By siloing customers to different regions, Spearmint Love can better seek out common behaviors and patterns that emerged over time related to acquisition deadlines and purchasing habits. With this data, they were better at starting marketing campaigns for their audience at the right time (which, in turn, knocked down CPAs.)

Moderate child

How can your brand do this
So how can you use this information to improve your PPC efforts? Take a page from Spearmint Love’s playbook by following these four steps.

1. Start by creating cohorts for your custom audience.

Instead of looking at your customers holistically, break them into small groups based on purchase date, purchase type, and buying habits.

You can use the analytics of your e-commerce platform to help you do this. Go to your customer report and download the CSV file. Pay particular attention to returning customers to the channel they first purchased (to help define the cohort), average order value during purchase, and time period of purchase. From here, you can configure the first purchase cohort AOV and the second purchase to average.


The Five Minute Guide to Installing Google Tag Manager

Marketing campaigns live and die by data.

Without data, there is no way to easily determine the health of a campaign.

As a marketer, the more data you have at your disposal, and the easier it is to manage the data, the easier your job is.

Which tags have been added? Which devices are still installed on your site? How can you give people the need to update tags without giving them full access to your site (which can invite disaster)?

So I want to introduce you to Google Tag Manager (GTM).

With Google Tag Manager, many of the technical aspects of tag management have fallen short, making it easier to setup your own. You also have complete control over every change on your site. So nothing will surprise you.

Simply because you are clear, GTM is not a replacement for Google Analytics, but instead works with tools that you are probably already using.

If you are the only person working on your site, then you have already installed Google Analytics, and you do not expect that your site will grow as a whole team in the future, all of this is completely optional. Especially if you want to take care of another internet marketing tool, skip all this. If you have a team then Google Tag Manager will save you a ton of headaches. But if you don’t need it and instead have the simplicity to plug in directly to Google Analytics, then leave it all.

Here we are covered in this article.

First of all, I want to encourage you to use Google Tag Manager.
Then let me show you how to set it.
Next, we will go through the process of creating, triggering and publishing the tag.

There are two reasons why someone might want to install Google Tag Manager.

1. Control

Without a tag manager, you have to give access to your actual site files to anyone you want to be able to update the tag. If it’s just you and an engineer who works out a bit of a contract, then there is no big deal. But as you scale in a team, it can cause a lot of problems.

A designer may upload an incorrect JavaScript file.
The new marketing intern removes all other JavaScript tags and tells no one.

One of the engineers does not have complete project requirements and only implements JavaScript tags on some of your site pages.

No one knows what tags were installed and it takes several weeks to fall prey to all devices still active on your site. Any cleanup or audit project becomes a major problem.

If you limit site access to just engineers, all marketers harass the engineering team for frequent small changes when engineers need to focus on more important projects.

This is why companies started building tag managers in the first place, with large companies controlling in the same way that they have access to tags. At the same time, they can eventually give access to the people they need without access to the entire site. Which prevents things from breaking up by accident.

2. Advanced Features

You can also get more information on how to fire your JavaScript. If you have an original site, it is not important. But for a technical marketer who manages hundreds of campaigns on a site with thousands of pages, it can be a life saver.

You can control which pages fire each tag, trigger the tag on clicks and forms, and handle very complex tag implementations on a large site.

“This sounds like overkill to me, why should I use Google Tag Manager?”

For a lot of people, this is not too much of a concern.

But it is a good idea if you want to set up infrastructure on your site so that it can handle future development. As soon as you have 5–10 people working on your business (or are already past), this is definitely a good idea for a tag manager.

Since Google has released a free Google Tag Manager that integrates seamlessly with Google Analytics, using them is your best option.

Allow setting up your GTM account.

Google Tag Manager setup
The system is divided into four primary functions that you want to focus on.

1. container

Think of containers as where everything for your site goes out. In general, use one container per site.

2. Workplace

This is version control, try not to worry too much about it. Workplaces are super helpful for large teams that may have multiple people working on the tag at the same time.


What Are the SEO Benefits of XML & HTML Sitemaps

A sitemap is an (usually) XML document, which contains a list of pages on your website that you have chosen to index Google and other search engines.

Google often uses a sitemap file as a guide to the pages available on your website – even if it may decide not to index every page you list on your sitemap.

The sitemap also gives information about each page in which it is created and finalized, and its importance relative to other pages on your site. This speeds up the process of indexing pages.

A sitemap is one of those rare things in SEO that Google has given big thumbs up to. Generally, Google likes to talk to website owners in crypto puzzles.

However, for Sitemaps, Google makes it very clear:

If the pages on your site are properly linked, our web crawler can usually search most of your site. Nevertheless, a sitemap can improve the crawling of your site, especially if your site meets one of the following criteria … ”

Big websites

Websites with a lot of content that are not well connected
New website
Websites with rich media content
It is clear from above that most websites should have a sitemap.

Is there a risk of having a sitemap?
Sitemaps are a rare, beautiful, amazing part of SEO. There is no risk to website owners from having a sitemap – only profit.

Although Google talks about saying that it cannot guarantee that its bots will also read sitemaps, it also indicates:

To sum up, Google has confirmed that you will not be penalized for a sitemap and it may help your website. With that information, you can see exactly why every website that wants to rank on Google is needed. Whenever I start working with a client on an SEO campaign, I always recommend Sitemaps as part of the process.

Do I need an XML sitemap or HTML sitemap?

An XML sitemap is written specifically for search engine spiders. A search engine spider can quickly and easily extract all the important information about your site by looking at the XML file.

Missing HTML sitemaps enable human users to find a page on your site that they are searching for.It is possible that you provide a better user experience by providing HTML sitemaps.

Additionally, a well-designed HTML sitemap should have an anchor link that points to every webpage in your website. This ensures that your entire website is a crawl engine search engine. In theory, a well-designed HTML sitemap would relieve the need for an XML sitemap.

So which sitemap should you use? The simple answer to this question is both. Cater for search engine spiders with your fleshy human friends with XML sitemaps and HTML sitemaps. Everyone wins!

Content Syndication, Duplication and Sitemaps

Another reason for XML Sitemaps is to deal with content duplication issues.

It is not uncommon for websites that publish a lot of content to syndicate their content to other websites.

It is also not uncommon to republish website or blog content without the author’s permission.

Both materials are examples of duplication.

Google does not like content duplication. Google’s Panda updated tainted websites with duplicate content in a bid to eliminate spam sites from the pages of search results. The update removed duplicate content from search results, showing only originally published content.

The sitemap will show the date the content was published, even by the hour.

High quality material

In 2017, we now know that Google values ​​and rewards quality content a lot.

Back in 2015, Google released an update often referred to as a “quality update”. Google updated the signs of quality content in its core ranking algorithm. As a result, high-quality material was rewarded, while low-quality and agricultural material were more likely to be penalized.

As I mentioned earlier, XML Sitemaps are a quick way for you to tell Google when you have added new content to your website or updated old content. If you are regularly publishing quality content, you want to give Google information as soon as possible every time you publish or update it to see an improvement in rankings.

Remember that when we talk about quality content, it does not simply refer to the length of an article (although research has shown that long-form content performs better).