Search Engine Land

Instacart's new search experience will feature sponsored product campaigns from consumer packaged goods (CPG) brands.
The post <a rel="nofollow" href="https://searchengineland.com/ask-instacart-generative-ai-launch-427831">Ask Instacart brings generative AI to Instacart&#8217;s search experience</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

Instacart is adding generative AI to its search experience. Called Ask Instacart, the new search feature is designed to help answer shoppers&#8217; grocery-related questions and give a boost to sponsored product campaigns.



How it works. Just like with Google and Microsoft Bing, Instacart users will be able to search via natural language queries and get personalized recommendations. For example:



<ul>
<li>“What kind of side dishes should I serve with lamb chops?”</li>



<li>“What are dairy-free snacks for kids?”</li>



<li>“What are the best veggies to roast?”</li>
</ul>



Ask Instacart is built using OpenAI’s ChatGPT plus Instacart&#8217;s own AI models. Instacart said this is &#8220;a highly specialized model designed to only respond to relevant food-related questions.&#8221;



What it looks like. Here&#8217;s a screenshot of Ask Instacart:



<figure class="wp-block-image size-large"><img decoding="async" width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2023/06/instacart-ai-search-800x450.png" alt="Ask Instacart" class="wp-image-427838" srcset="https://searchengineland.com/wp-content/seloads/2023/06/instacart-ai-search-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2023/06/instacart-ai-search-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2023/06/instacart-ai-search-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2023/06/instacart-ai-search-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2023/06/instacart-ai-search-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2023/06/instacart-ai-search-150x84.png 150w, https://searchengineland.com/wp-content/seloads/2023/06/instacart-ai-search.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



Search prompts. Instacart has also added &#8220;personalized question prompts&#8221; to the search bar. Instacart said these prompts &#8220;anticipate customer preferences, remind them of their needs based on their shopping history, and inspire them to discover new products.&#8221;



Why we care. For CPG brands and retailers, this AI-powered search offers a new way to potentially get your product campaign seen by more shoppers – aiding in discovery and driving more sales.



Rollout timeline. More than half of Instacart app users now have access to generative AI search. It will roll out to all U.S. customers &#8220;over the coming weeks.&#8221;



Intro video. Here&#8217;s the video introducing Ask Instacart:



<figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper">
<iframe title="Introducing Ask Instacart" width="500" height="281" src="https://www.youtube.com/embed/1TLEjFggB-Q?start=31&#038;feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>
</div></figure>
The post <a rel="nofollow" href="https://searchengineland.com/ask-instacart-generative-ai-launch-427831">Ask Instacart brings generative AI to Instacart&#8217;s search experience</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

Instacart is adding generative AI to its search experience. Called Ask Instacart, the new search feature is designed to help answer shoppers’ grocery-related questions and give a boost to sponsored product campaigns.
How it works. Just like with Google and Microsoft Bing, Instacart users will be able to search via natural language queries and get personalized recommendations. For example:
“What kind of side dishes should I serve with lamb chops?”
“What are dairy-free snacks for kids?”
“What are the best veggies to roast?”
Ask Instacart is built using OpenAI’s ChatGPT plus Instacart’s own AI models. Instacart said this is “a highly specialized model designed to only respond to relevant food-related questions.”
What it looks like. Here’s a screenshot of Ask Instacart:




Search prompts. Instacart has also added “personalized question prompts” to the search bar. Instacart said these prompts “anticipate customer preferences, remind them of their needs based on their shopping history, and inspire them to discover new products.”
Why we care. For CPG brands and retailers, this AI-powered search offers a new way to potentially get your product campaign seen by more shoppers – aiding in discovery and driving more sales.
Rollout timeline. More than half of Instacart app users now have access to generative AI search. It will roll out to all U.S. customers “over the coming weeks.”
Intro video. Here’s the video introducing Ask Instacart:



The post Ask Instacart brings generative AI to Instacart’s search experience appeared first on Search Engine Land.

Instacart's new search experience will feature sponsored product campaigns from consumer packaged goods (CPG) brands.
The post Ask Instacart brings generative AI to Instacart’s search experience appeared first on Search Engine Land.

Ask Instacart brings generative AI to Instacart’s search experience

Bing Chat now supports 30 chat turns in a single conversation. 
The post <a rel="nofollow" href="https://searchengineland.com/bing-chat-increases-chat-turns-adds-visuals-to-travel-queries-and-expands-bing-image-creator-427832">Bing Chat increases chat turns, adds visuals to travel queries and expands Bing Image Creator</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

Microsoft Bing has released a number of improvements to Bing Chat this week, including more chat turns, more visuals and expanding Bing Image Creator.



More chat turns. Bing Chat now supports 30 chat turns per conversation, which is up from 20 chat turns per conversation. Plus, you are now allowed 300 total chat turns per day. Bing explained, &#8220;This increase also applies to any conversations in your chat history.&#8221; So you are allowed to return to conversations where you may have previously reached your turn limit and pick up where you left off, without it counting against your turns.



Eventually, these limits will go away but AI tools like these are expensive and server intensive to run, so Microsoft is scaling it up slowly.



Visuals in travel. Bing Chat now will show and generate more visual results for your travel queries. These visuals also contain links directly to Bing Travel results. 



Here is what it looks like:



<figure class="wp-block-image size-full"><img decoding="async" width="600" height="600" src="https://searchengineland.com/wp-content/seloads/2023/06/Bing-Chat-Travel.gif.gif" alt="" class="wp-image-427834"/></figure>



Bing Image Creator expanded. Bing Image Creator now works not just in creative mode, as it <a href="https://searchengineland.com/bing-image-creator-added-to-bing-chat-394559">launched in within Bing Chat</a>, but now works in all chat modes, including Precise and Balanced modes. 



Here is a GIF of that in action:



<figure class="wp-block-image size-full"><img decoding="async" width="600" height="600" src="https://searchengineland.com/wp-content/seloads/2023/06/Image-Creator.gif.gif" alt="" class="wp-image-427835"/></figure>



Why we care. We will continue to keep track of these improvements to Bing Chat, Google Bard, SGE and other AI improvements. The pace of improvements are increasing and a super fast rate. 
The post <a rel="nofollow" href="https://searchengineland.com/bing-chat-increases-chat-turns-adds-visuals-to-travel-queries-and-expands-bing-image-creator-427832">Bing Chat increases chat turns, adds visuals to travel queries and expands Bing Image Creator</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

Microsoft Bing has released a number of improvements to Bing Chat this week, including more chat turns, more visuals and expanding Bing Image Creator.
More chat turns. Bing Chat now supports 30 chat turns per conversation, which is up from 20 chat turns per conversation. Plus, you are now allowed 300 total chat turns per day. Bing explained, “This increase also applies to any conversations in your chat history.” So you are allowed to return to conversations where you may have previously reached your turn limit and pick up where you left off,  without it counting against your turns.
Eventually, these limits will go away but AI tools like these are expensive and server intensive to run, so Microsoft is scaling it up slowly.
Visuals in travel. Bing Chat now will show and generate more visual results for your travel queries.  These visuals also contain links directly to Bing Travel results. 
Here is what it looks like:




Bing Image Creator expanded. Bing Image Creator now works not just in creative mode, as it launched in within Bing Chat, but now works in all chat modes, including Precise and Balanced modes. 
Here is a GIF of that in action:




Why we care. We will continue to keep track of these improvements to Bing Chat, Google Bard, SGE and other AI improvements.  The pace of improvements are increasing and a super fast rate. 
The post Bing Chat increases chat turns, adds visuals to travel queries and expands Bing Image Creator appeared first on Search Engine Land.

Bing Chat now supports 30 chat turns in a single conversation. 
The post Bing Chat increases chat turns, adds visuals to travel queries and expands Bing Image Creator appeared first on Search Engine Land.

Bing Chat increases chat turns, adds visuals to travel queries and expands Bing Image Creator

If your brand is looking to maximize its ROI on influencer marketing, data shows YouTube is the best place to focus right now.
The post <a rel="nofollow" href="https://searchengineland.com/youtube-most-profitable-platform-creators-survey-427813">YouTube is the most profitable platform for creators, survey shows</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

Creators earn the most from their brand partnerships on YouTube – more than Instagram and TikTok, according to a new survey. 



By the numbers. On YouTube, 6% of creators earned more than $10,001 per month – compared to 3% of Instagram creators and 2% of TikTok creators.



<ul>
<li>50% of YouTube creators earn more than $500 per month vs. Instagram (40%) and TikTok (36%).</li>
</ul>



More expensive, but. While it&#8217;s more expensive to work with YouTube creators, brands should work with them because the platform has high engagement metrics. 



Creators get a 50% engagement rate, on average, which beats all other platforms by far (TikTok and Instagram had a 3% and 2% engagement rate, respectively). Engagement on YouTube was defined as views, likes, comments and shares. Also:



<ul>
<li>&#8220;YouTube’s longer video format allows creators to dive deeper into your products in each video — which is especially helpful if you’re selling products like tech gear or ready-to-build furniture, which may need step-by-step tutorials.&#8221;</li>
</ul>



About the survey. It is a combination of internal data from Aspire, an influencer marketing platform, plus a survey of 1,000 &#8220;diverse creators, varying in audience size, main platform of choice, industry, and more.&#8221; Most of the creators were U.S.-based. 



Why we care. <a href="https://searchengineland.com/ensure-influencers-help-seo-campaigns-385186">Influencers can help your SEO campaigns</a>. And with <a href="https://searchengineland.com/marketers-take-notice-the-creator-economy-is-booming-386598">big investments continuing in influencer marketing</a>, YouTube seems to offer brands the most ROI for working with influencers right now.



Go deeper. If you want to learn more about how much to pay influencers, you can download the survey results for free from <a href="https://www.aspire.io/guides/how-much-to-pay-influencers" target="_blank" rel="noreferrer noopener">Aspire</a>.



Creators frustrated with TikTok. Disappointed about how much they were being paid, <a href="https://searchengineland.com/tiktoks-history-of-low-creator-fund-payouts-has-some-leaving-the-platform-for-good-386656">creators were leaving TikTok</a> claiming mental health blows and burnout, as we reported last year. Some creators claimed they were being paid between $0.02 – $0.03 per 1,000 video views.
The post <a rel="nofollow" href="https://searchengineland.com/youtube-most-profitable-platform-creators-survey-427813">YouTube is the most profitable platform for creators, survey shows</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

Creators earn the most from their brand partnerships on YouTube – more than Instagram and TikTok, according to a new survey. 
By the numbers. On YouTube, 6% of creators earned more than $10,001 per month – compared to 3% of Instagram creators and 2% of TikTok creators.
50% of YouTube creators earn more than $500 per month vs. Instagram (40%) and TikTok (36%).
More expensive, but. While it’s more expensive to work with YouTube creators, brands should work with them because the platform has high engagement metrics. 
Creators get a 50% engagement rate, on average, which beats all other platforms by far (TikTok and Instagram had a 3% and 2% engagement rate, respectively). Engagement on YouTube was defined as views, likes, comments and shares. Also:
“YouTube’s longer video format allows creators to dive deeper into your products in each video — which is especially helpful if you’re selling products like tech gear or ready-to-build furniture, which may need step-by-step tutorials.”
About the survey. It is a combination of internal data from Aspire, an influencer marketing platform, plus a survey of 1,000 “diverse creators, varying in audience size, main platform of choice, industry, and more.” Most of the creators were U.S.-based. 
Why we care. Influencers can help your SEO campaigns. And with big investments continuing in influencer marketing, YouTube seems to offer brands the most ROI for working with influencers right now.
Go deeper. If you want to learn more about how much to pay influencers, you can download the survey results for free from Aspire.
Creators frustrated with TikTok. Disappointed about how much they were being paid, creators were leaving TikTok claiming mental health blows and burnout, as we reported last year. Some creators claimed they were being paid between $0.02 – $0.03 per 1,000 video views.
The post YouTube is the most profitable platform for creators, survey shows appeared first on Search Engine Land.

If your brand is looking to maximize its ROI on influencer marketing, data shows YouTube is the best place to focus right now.
The post YouTube is the most profitable platform for creators, survey shows appeared first on Search Engine Land.

YouTube is the most profitable platform for creators, survey shows

Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.
The post <a rel="nofollow" href="https://searchengineland.com/latest-jobs-in-search-marketing-378959">The latest jobs in search marketing</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

Looking to take the next step in your next search marketing career? 



Below, you&#8217;ll find the newest jobs at brands and agencies in SEO, PPC and digital marketing – as well as positions we&#8217;ve shared in previous weeks that are still open. 



<h2 id="h-newest-jobs-in-seo-ppc-and-digital-marketing">Newest jobs in SEO, PPC and digital marketing</h2>



<a href="https://boards.greenhouse.io/cookunity/jobs/4272324003?gh_src=b716f5af3us&amp;source=LinkedIn" target="_blank" rel="noreferrer noopener">SEM Marketing Manager,</a> CookUnity (United States / Remote)



<ul>
<li>Salary: $90,000 to $100,000 (annual)</li>



<li>Build, scale and optimize paid search channels, including Google Ads, Bing, YouTube, and others.</li>



<li>Work cross-functionally to create and manage search campaigns to meet business goals and objectives.</li>
</ul>



<a href="https://jobs.ashbyhq.com/jordandigitalmarketing/b65f5346-76d4-402a-a9f3-05f76819252c" target="_blank" rel="noreferrer noopener">Performance Marketing Manager</a>, Jordan Digital&nbsp; (United States / Remote)



<ul>
<li>Salary: $75,000 to $90,000 (annual)</li>



<li>Leading weekly client meetings and owning client relationships.</li>



<li>Executing paid search and paid social strategy for our clients.</li>
</ul>



<a href="https://wexinc.wd5.myworkdayjobs.com/WEXInc/job/US---Remote/Web-Analytics_R11811?source=Linkedin" target="_blank" rel="noreferrer noopener">Digital Marketing Analyst</a>, Wex (United States / Remote)



<ul>
<li>Salary: $73,500 to $98,000 (annual)</li>



<li>Quantify and optimize the ROI of marketing investments across channels, recommending optimal spend ranges for owned and paid media.</li>



<li>Build and maintain mixed media models to support overall marketing efforts.</li>
</ul>



<a href="https://www.seojobs.com/job/seo-product-marketer-linkgraph/" target="_blank" rel="noreferrer noopener">SEO Product Marketer</a>, Linkgraph (United States / Remote)



<ul>
<li>Salary: $62,000 to $72,000 (annual)</li>



<li>Collaborate with the marketing team on development of new landing pages designed to convert traffic and drive new sign-ups for SearchAtlas.</li>



<li>Write marketing copy for our products for marketing emails, product launches, channel partners, and partnerships.</li>
</ul>



<a href="https://horizonmedia.wd1.myworkdayjobs.com/CareerOpportunities/job/Los-Angeles/Analyst--Search-Engine-Marketing_R0013413?&amp;sid=16" target="_blank" rel="noreferrer noopener">SEM Analyst</a>, Horizon Media (Los Angeles / Remote)



<ul>
<li>Salary: $58,000 to $70,000 (annual)</li>



<li>Create, implement, track, analyze and optimize Paid Search campaigns in Google AdWords, Yahoo!, Bing, other search engines, and bid management platforms.</li>



<li>Develop and employ successful bidding strategies and effective keyword management to hit target acquisition goals and efficiency metrics.</li>
</ul>



<a href="https://jobs.smartrecruiters.com/PublicisGroupe/743999910368362-paid-search-coordinator?source=Linkedin" target="_blank" rel="noreferrer noopener">Paid Search Coordinator</a>, Razorfish (New York / On-site)



<ul>
<li>Salary: $49,500 to $68,500 (annual)</li>



<li>Actively engages in understanding of paid search landscape and best practices through participation in internal training programs.</li>



<li>Supports development of campaign components including keywords, copy, landing page selection, account structure etc.</li>
</ul>



<h2 id="h-more-seo-jobs">More SEO jobs</h2>



<a href="https://www.seojobs.com/job/seo-analyst-smarsh/" target="_blank" rel="noreferrer noopener">SEO Analyst</a>, Smarsh (United States / Remote)



<ul>
<li>Salary: $73,000 to $79,000 (annual)</li>



<li>Regularly audit website and resolve any critical errors impacting SEO, user experience, and conversion rates</li>



<li>Optimize webpages for search engine visibility following white-hat SEO best practices</li>
</ul>



<a href="https://jobs.danaher.com/global/en/job/DANAGLOBALR1235598EXTERNALENGLOBAL/Senior-Search-Analyst?utm_source=linkedin&amp;utm_medium=phenom-feeds" target="_blank" rel="noreferrer noopener">Senior Search Analyst</a>, Hach (New York / On-site)



<ul>
<li>Salary: $70,000 to $80,000 (annual)</li>



<li>Optimize copy and landing pages to improve ranking, drive conversions and align with marketing campaigns.</li>



<li>Test campaigns, analyze key metrics, and identify opportunities to increase campaign performance.</li>
</ul>



<a href="https://www.seojobs.com/job/seo-website-manager-personify/" target="_blank" rel="noreferrer noopener">SEO &amp; Website Strategy Manager,</a> Personify (United States / Remote)



<ul>
<li>Salary: $65,000 &#8211; $85,000 (annual)</li>



<li>Develop the website strategy for Personify’s suite of products to ensure a compelling user experience, optimize conversion rates and connect individual product sites to the larger Personify brand.</li>



<li>Serving as Personify’s in-house SEO expert and providing strategy and guidance to internal product/segment teams on how to maximize SEO performance for their brand(s).</li>
</ul>



<a href="https://www.seojobs.com/job/senior-seo-specialist-searchable/" target="_blank" rel="noreferrer noopener">Senior SEO Specialist</a>, Searchable (United States / Remote)



<ul>
<li>Salary: $65,000 &#8211; $85,000 (annual)</li>



<li>Creating Content, Building Pages &amp; Delivering Audits.</li>



<li>Performing Keyword Research, Competitor Analysis &amp; SEO Audits.</li>
</ul>



<a href="https://www.seojobs.com/job/seo-analyst-strategic-america/" target="_blank" rel="noreferrer noopener">SEO Analyst</a>, Strategic America (United States / Remote)



<ul>
<li>Salary: $61,000 to $95,000 (annual)</li>



<li>Develop&nbsp;strong, trusting relationships between clients and agency partners, providing leadership and support during strategy, ideation, execution and analysis.</li>



<li>Evaluate&nbsp;SEO performance based on key performance indicators (KPIs) on a weekly basis in order to make recommendations and alterations in a timely manner.</li>
</ul>



<a href="https://www.seojobs.com/job/seo-specialist-mannix-marketing/" target="_blank" rel="noreferrer noopener">SEO Specialist</a>, Mannix Marketing (United States / Remote)



<ul>
<li>Salary: $55,000 to $73,000 (annual)</li>



<li>Implement Search Engine Optimization strategies including on-site and off-site tactics.</li>



<li>Perform copywriting and copyediting for clients and in-house websites including blogs, website copy, white papers, ad copy, etc.</li>
</ul>



<h2 id="h-more-ppc-jobs">More PPC jobs </h2>



<a href="https://www.seojobs.com/job/seo-ppc-specialist-gigster-hq/" target="_blank" rel="noreferrer noopener">SEO &amp; PPC Specialist</a>, Gigster HQ (United States / Remote)



<ul>
<li>Salary: $90,000 (annual)</li>



<li>As an SEO and PPC Specialist, you will spend time collaborating with content writers to drive keyword use and coverage; web developers to improve technical SEO implementation; and Corporate Communications Manager to drive relevant backlinks and improve domain authority. You will work closely with the VP of marketing and Director of Growth.</li>
</ul>



<a href="https://jobs.lever.co/centerfield/449ec401-f271-4b59-aece-ce8100e707a5" target="_blank" rel="noreferrer noopener">Paid Search Specialist,</a> Centerfield (New York, NY&nbsp;/ Remote)



<ul>
<li>Salary: $75,000 (annual)</li>



<li>Paid Search Specialists help support Centerfield’s Media Buyers on pre &amp; post campaign related tasks.</li>



<li>You will be responsible for coordinating traffic, helping monitor the delivery of advertising campaigns, and support the department with campaign maintenance.</li>
</ul>



<a href="https://jobs.lever.co/webfx/b376e2bf-e603-44ae-9da4-1d427a9e351a?lever-source=LinkedInJobs" target="_blank" rel="noreferrer noopener">Jr. Paid Social Media Specialist</a>, Searchable (Harrisburg, PA /&nbsp;On-site)



<ul>
<li>Salary: $44,000 &#8211; $46,500 (annual)</li>



<li>Work directly with a portfolio of clients as their direct point of contact at WebFX, educating them through clear communication, and helping them achieve their goals.</li>



<li>Work to maintain our world-class client retention rate by developing and fostering long-lasting client relationships.</li>
</ul>



<h2 id="h-other-sem-and-digital-marketing-jobs">Other SEM and digital marketing jobs</h2>



<a href="https://recruiting.ultipro.com/REV1000/JobBoard/417e03eb-b841-41ad-4a9a-8258fd438487/OpportunityDetail?opportunityId=1adbb2dc-2d48-4ab0-9a32-acdaeca90937&amp;utm_source=LINKEDIN&amp;utm_medium=referrer" target="_blank" rel="noreferrer noopener">Assistant Manager of Digital Marketing</a>, Revlon (New York / Hybrid)



<ul>
<li>Salary: $70,000 to $95,000 (annual)</li>



<li>Manages the timely publishing of A+/ Below the fold content/Brand stores across all e-Retail (Amazon, Omni).</li>



<li>Be in lockstep with your brand and sales counterparts to understand long term &amp; short-term goals to translate into effective digital campaigns across retailers and channels.</li>
</ul>



<a href="https://shakeshack.wd5.myworkdayjobs.com/External/job/Home-Office-225-Varick-Street-Suite-301-New-York-NY-10014/Digital-Marketing-Strategist_JR3301" target="_blank" rel="noreferrer noopener">Digital Marketing Strategist</a>, Shake Shack&nbsp; (New York / On-site)



<ul>
<li>Salary: $69,000 to $88,000 (annual)</li>



<li>Manage and optimize paid marketing campaigns across digital platforms including but not limited to Paid Social, Search, App Stores, Video, Display, Programmatic, Affiliate, OTT/CTV, and other digital channels.</li>



<li>Key day-to-day point of contact for digital agencies and partners that manage Shake Shack’s media execution, attribution, and location listings.</li>
</ul>



<h2>Are you looking to hire?</h2>



You can <a href="https://forms.gle/1T6Mruk7T34dPmai8" target="_blank" rel="noreferrer noopener">submit your job listing details here</a> for free. Please include:



<ul>
<li>Job title.</li>



<li>Company.</li>



<li>Job listing URL.</li>



<li>Date when the job listing closes.</li>



<li>Where the position is located (e.g., remote, city, country).</li>



<li>Salary range (we will not include job listings in this article unless they include this).</li>
</ul>



Note: We update this post weekly. So make sure to bookmark this page and check back. 
The post <a rel="nofollow" href="https://searchengineland.com/latest-jobs-in-search-marketing-378959">The latest jobs in search marketing</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

Looking to take the next step in your next search marketing career? 
Below, you’ll find the newest jobs at brands and agencies in SEO, PPC and digital marketing – as well as positions we’ve shared in previous weeks that are still open. 
Newest jobs in SEO, PPC and digital marketing
SEM Marketing Manager, CookUnity (United States / Remote)
Salary: $90,000 to $100,000 (annual)
Build, scale and optimize paid search channels, including Google Ads, Bing, YouTube, and others.
Work cross-functionally to create and manage search campaigns to meet business goals and objectives.
Performance Marketing Manager, Jordan Digital  (United States / Remote)
Salary: $75,000 to $90,000 (annual)
Leading weekly client meetings and owning client relationships.
Executing paid search and paid social strategy for our clients.
Digital Marketing Analyst, Wex (United States / Remote)
Salary: $73,500 to $98,000 (annual)
Quantify and optimize the ROI of marketing investments across channels, recommending optimal spend ranges for owned and paid media.
Build and maintain mixed media models to support overall marketing efforts.
SEO Product Marketer, Linkgraph (United States / Remote)
Salary: $62,000 to $72,000 (annual)
Collaborate with the marketing team on development of new landing pages designed to convert traffic and drive new sign-ups for SearchAtlas.
Write marketing copy for our products for marketing emails, product launches, channel partners, and partnerships.
SEM Analyst, Horizon Media (Los Angeles / Remote)
Salary: $58,000 to $70,000 (annual)
Create, implement, track, analyze and optimize Paid Search campaigns in Google AdWords, Yahoo!, Bing, other search engines, and bid management platforms.
Develop and employ successful bidding strategies and effective keyword management to hit target acquisition goals and efficiency metrics.
Paid Search Coordinator, Razorfish (New York / On-site)
Salary: $49,500 to $68,500 (annual)
Actively engages in understanding of paid search landscape and best practices through participation in internal training programs.
Supports development of campaign components including keywords, copy, landing page selection, account structure etc.
More SEO jobs
SEO Analyst, Smarsh (United States / Remote)
Salary: $73,000 to $79,000 (annual)
Regularly audit website and resolve any critical errors impacting SEO, user experience, and conversion rates
Optimize webpages for search engine visibility following white-hat SEO best practices
Senior Search Analyst, Hach (New York / On-site)
Salary: $70,000 to $80,000 (annual)
Optimize copy and landing pages to improve ranking, drive conversions and align with marketing campaigns.
Test campaigns, analyze key metrics, and identify opportunities to increase campaign performance.
SEO & Website Strategy Manager, Personify (United States / Remote)
Salary: $65,000 – $85,000 (annual)
Develop the website strategy for Personify’s suite of products to ensure a compelling user experience, optimize conversion rates and connect individual product sites to the larger Personify brand.
Serving as Personify’s in-house SEO expert and providing strategy and guidance to internal product/segment teams on how to maximize SEO performance for their brand(s).
Senior SEO Specialist, Searchable (United States / Remote)
Salary: $65,000 – $85,000 (annual)
Creating Content, Building Pages & Delivering Audits.
Performing Keyword Research, Competitor Analysis & SEO Audits.
SEO Analyst, Strategic America (United States / Remote)
Salary: $61,000 to $95,000 (annual)
Develop strong, trusting relationships between clients and agency partners, providing leadership and support during strategy, ideation, execution and analysis.
Evaluate SEO performance based on key performance indicators (KPIs) on a weekly basis in order to make recommendations and alterations in a timely manner.
SEO Specialist, Mannix Marketing (United States / Remote)
Salary: $55,000 to $73,000 (annual)
Implement Search Engine Optimization strategies including on-site and off-site tactics.
Perform copywriting and copyediting for clients and in-house websites including blogs, website copy, white papers, ad copy, etc.
More PPC jobs  
SEO & PPC Specialist, Gigster HQ (United States / Remote)
Salary: $90,000 (annual)
As an SEO and PPC Specialist, you will spend time collaborating with content writers to drive keyword use and coverage; web developers to improve technical SEO implementation; and Corporate Communications Manager to drive relevant backlinks and improve domain authority. You will work closely with the VP of marketing and Director of Growth.
Paid Search Specialist, Centerfield (New York, NY / Remote)
Salary: $75,000 (annual)
Paid Search Specialists help support Centerfield’s Media Buyers on pre & post campaign related tasks.
You will be responsible for coordinating traffic, helping monitor the delivery of advertising campaigns, and support the department with campaign maintenance.
Jr. Paid Social Media Specialist, Searchable (Harrisburg, PA / On-site)
Salary: $44,000 – $46,500 (annual)
Work directly with a portfolio of clients as their direct point of contact at WebFX, educating them through clear communication, and helping them achieve their goals.
Work to maintain our world-class client retention rate by developing and fostering long-lasting client relationships.
Other SEM and digital marketing jobs
Assistant Manager of Digital Marketing, Revlon (New York / Hybrid)
Salary: $70,000 to $95,000 (annual)
Manages the timely publishing of A+/ Below the fold content/Brand stores across all e-Retail (Amazon, Omni).
Be in lockstep with your brand and sales counterparts to understand long term & short-term goals to translate into effective digital campaigns across retailers and channels.
Digital Marketing Strategist, Shake Shack  (New York / On-site)
Salary: $69,000 to $88,000 (annual)
Manage and optimize paid marketing campaigns across digital platforms including but not limited to Paid Social, Search, App Stores, Video, Display, Programmatic, Affiliate, OTT/CTV, and other digital channels.
Key day-to-day point of contact for digital agencies and partners that manage Shake Shack’s media execution, attribution, and location listings.
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The post The latest jobs in search marketing appeared first on Search Engine Land.

Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.
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The latest jobs in search marketing

Want to get your B2B site growing again? Learn specific steps you can take to help combat decaying organic traffic on your site.
The post <a rel="nofollow" href="https://searchengineland.com/seo-stagnant-b2b-sites-427783">Get your B2B site unstuck: Top SEO tips for stagnant sites</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

If you’ve ever analyzed traffic patterns for a website, you know that organic traffic ebbs and flows over time. Even the most authoritative sites will have older pages that see traffic drops. 
With the recent run of algorithm updates, you might have a previously stable site that’s seen more turbulence (and even a longer-term flattening or drop) than it had in years past.
In this article, we’ll walk through steps you can take to reverse organic traffic drops or get your B2B site growing again if traffic has flattened.
Diagnosing organic traffic drops
First, it’s important to understand why you’re losing traffic. This is a good article that goes into greater depth on how to determine the real reason for a traffic drop (or flattening) which may be:
A loss in rank due to algorithm updates.
A drop in impressions due to a change in what’s displayed in search results (such as ads and search features like featured snippets, people also ask, etc.).
A drop in click-through rate due to a mix of the above reasons.
Additionally, you’ll want to dig deeper to see which specific pages are at issue. Identify the time frame you’re looking at:
If you’re seeing a steady decline, note the previous high and where the decline has been.
If traffic is flat, note the period where it plateaued.
From there, you can start to look at date-range comparisons such as:
The period where traffic dropped versus the previous period.
The low versus the previous high if there was a drop.
If traffic is flat: the most recent block of 28 days versus the 28 days where traffic was still growing.
As you dive into these comparisons, just be conscious of any seasonality and day-of-week differences that may mean your comparisons would be apples to oranges.
Once you know which date ranges you want to compare, you can start to see the pages that have lost the most traffic. You can do this in Google Search Console by clicking on date:

Then selecting compare and the date range you want to compare:

Once you do this, you can then click pages and sort the data by click difference to see pages that have lost traffic (even if traffic has been flat, you’ll likely have pages that have lost traffic – on an older site with a lot of traffic that is publishing new content, this is likely where your “traffic leak” is coming from):

Getting to the why: What’s changed?
Once you determine the pages that are losing traffic and that they are, in fact, losing rank (and aren’t just a victim of SERP changes), there are a number of steps you can take for each page that’s seen a drop to help regain traffic.
The first step is understanding why. To do this:
Identify the terms that have lost traffic on a page.
Go look at that SERP.
From your list of pages with the biggest page drop in GSC, you can then click the page (which creates a filter for that URL) and look at the queries, sorting by click difference in the same way you did for top pages:

You can then go look at the search results for those queries where you lost traffic. A few things may be true:
More authoritative sites may be ranking.
Google’s perceived search intent for that result may have changed (e.g., you may have had a large guide to restaurant marketing that ranked for the query, but now many of the results are “restaurant marketing ideas” list-style responses), and your page is no longer a good match for that intent.
More specific content may now be ranking for a query where your broader page used to rank (e.g., your restaurant marketing guide used to rank well for Google Ads campaigns for restaurants, but now the SERP is full of guides that cover that topic exclusively).
You may have the intent matched perfectly, but there may now be a flood of competitors creating pages on the same topic, and your content (which might have been the only show in town a year or two ago) may no longer be up to snuff
This is a good jumping-off point as it gives you direction on what to prioritize as you’re updating content that’s lost traffic. A good process to work through here is to:
Export the pages that have lost the most traffic (ideally looking at a few different angles in terms of date ranges).
Note the traffic drop as well as the queries that lost traffic and what you found when you inspected the SERP (why did your pages see a drop)
Now you can prioritize these based on pages that saw the biggest drops. 
Importantly, if you are seeing drops on a certain content type, you want to do this inspection and update pages that are driving a lot of traffic even if they haven’t been hit yet. 
If they are of similar age and content type particularly, it’s likely only a matter of time.
Ideally, you’ll have a process for prioritization and repeatable cadence for updating older content.
B2B assets that see drops
Diagnosing traffic drops isn’t a function that’s specific to B2B sites, but some B2B asset types tend to be particularly vulnerable to traffic drops, specifically:
Technical and trade-specific terms 
Frequently, these are pages on your site that haven’t been updated in a long time and/or may be terms that you were early creating content around, but where other sites have created fresher, more thorough assets.
Recurring reports
If you put out an industry survey or “State of X” style report, those are often assets that can take a hit with time. 
They often rank for a category or a basket of terms when the asset is initially created. 
Then over time, other sites create more specific content that speaks to granular terms, and/or the search intent for the category term is something that shifts (i.e., a what is X page displaces a state of X report page).
Software or tool terms
Again, here assets like buying guides may be displaced with best-of lists (due to searcher intent).
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6 steps for updating content that’s lost traffic
Once you’ve identified the specific pages losing content, there are a number of specific steps you can take to help address traffic drops.
1. Address searcher intent
The first step for updating content is to look at the search results. 
If we had an ultimate guide to restaurant marketing that had lost traffic for that term, we could look to the SERP to see the types of posts that are ranking there currently (the screenshot below is looking at the search results with the Ahrefs Google Chrome plugin enabled):

These are authoritative sites, and there's also a mix of content types (a list of ideas, how to do restaurant marketing and a list of strategies).
As you continue to scroll down, you also see additional list style formats here:

So looking at reworking this post to be more in line with what’s currently ranking or creating a net-new asset that targets this term with a similar approach is something to consider here.
2. Get to answers more quickly
Along the same lines, if your article “What’s a Successful Restaurant Turnover Rate?” has three paragraphs about what a turnover rate is, the history of turnover rates, etc., before answering the core question you want to pull this up to address the core topic quickly and get the searcher to the information they want.
Along those lines, you can often reformat content to get featured snippets (even using ChatGPT for this purpose).
3. Update links and information
An obvious best practice for updating old content is updating broken links and refreshing any dated post information.
4. Add relevant subsections and multimedia
Looking for related topics, answering people also ask questions and related questions you can mine from tools like Ahrefs or Also Asked, and topics covered in other pages that are ranking that yours doesn’t have covered are all good ways to update content.
You can also look at the queries losing traffic and consider building new subsections to address these queries.
These updates are also a great opportunity to introduce:
More relevant images (like charts/graphs, useful visualizations that will enhance your post and improve engagement metrics).
Embedding relevant video (whether its video you’ve created, or embedding a relevant video created by someone else)
Embedding relevant social media embeds (even for B2B content there’s often content on platforms like LinkedIn or Twitter that will be relevant and will make your content fresher and more dynamic)
5. Add FAQs
Adding an FAQ section can be a great way to address questions you want to target, and leveraging FAQ schema can significantly impact click-through rates. 
This provides you with some additional SERP real estate (particularly if one of the areas that has changed is how prominent your listing is in relation to other listings).
6. Add internal links
Often a post or page that's lost traction over time has a number of unaddressed opportunities for internal links.
If you don’t have a more thorough process for inventorying internal links, doing a site search for your domain and the target term can be a good quick-and-dirty way to find internal linking targets to add links from for your page:
Note: This is just a random example of a site that has a restaurant marketing guide ranking on the second page. I don’t know if they have or haven’t lost traffic for this phrase or to the guide.
Addressing time stamps
Addressing the time stamps on your pages can be a powerful tactic, particularly in technical niches or just B2B niches where information can become dated quickly. (For instance, where you’re dealing with turnover in terms of models for different equipment, standards for different regulations, etc.)
Particularly, we've found transitioning from publish dates to last updated time-stamps on blog posts and being conscious of what date-based information you expose on the page can have a major impact on organic traffic.
Updating title tags
Loking at the SERP for the types of title tags that are ranking, thinking about the query intent, and finding a way to address query intent while standing out in your title tag can also be a difference maker here. 
This can be particularly powerful on older posts if you notice that you have been using a specific title tag formula and the click-through rate across a content type has waned or stagnated.
You can even leverage ChatGPT for help re-writing title tags.
Address topical authority
Google recently posted about an existing system for assigning topic authority. 
One of the ways to combat decay for specific posts is to build out supporting content around a page that’s lost traffic, developing a more comprehensive topic cluster with more related and supporting content.
Taking an entity-based approach to thinking about how you’ve covered a topic, how it’s linked to and links to related topics, you can use the about and mention tags to highlight entities in your content via schema (more on that in this article).
Similarly, you may consider removing lower quality or irrelevant content (though proceed with caution and be sure not to delete content that’s helping you).
Technical audit and content audit
Keep in mind that all of this assumes you don’t have overarching issues like manual penalties and toxic links, crippling technical issues, or glaring content issues on your site. 
If you see site-wide 50%+ dips, you’ll want to look more at a comprehensive technical audit or content audit rather than what’s been outlined above.
The post Get your B2B site unstuck: Top SEO tips for stagnant sites appeared first on Search Engine Land.

Want to get your B2B site growing again? Learn specific steps you can take to help combat decaying organic traffic on your site.
The post Get your B2B site unstuck: Top SEO tips for stagnant sites appeared first on Search Engine Land.

Get your B2B site unstuck: Top SEO tips for stagnant sites

Start content mapping and create amazing customer experiences that lead to results. Here's everything you need to know about content maps.
The post <a rel="nofollow" href="https://searchengineland.com/content-mapping-who-what-where-when-why-and-how-427777">Content mapping: Who, what, where, when, why and how</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

Did you know that you can create content for every stage of the buyer’s journey?
This is how you ensure content creation is never a guessing game.
Your content can reach and impact your ideal customer whether they just discovered your brand through your blog or are stuck on your product/service page weighing a purchase – and every stage between those two bookends.
Every piece of content you publish can be a powerful motivator and educator that speaks to the heart of your prospect. 
Every blog, article, ebook, case study, landing page, infographic, video – you name it – can work hard to connect with your audience at the right place and time.
The key to ensuring this happens?
Content mapping.
What is a content map? 
A content map is a plan that details how your business will deliver content to your ideal customers no matter where they find themselves in the typical buyer’s journey.
In other words, a content map plots out exactly how your content will reach your audience at the right time and place.
It also shows you how to personalize your content for your specific personas along their buying journey.
Creating a content map alongside creating a content strategy is a genius idea.
What is content mapping?
Content mapping is the process of creating your content map – the plan that outlines your ideal audience, the actions they may take at each buying stage, and how your content aligns with these things to nurture them toward an ultimate goal.
The ultimate goal of content mapping depends on your business goals. However, the large overarching goal of this endeavor is to create a personalized content experience for your audience. 
Ultimately, a content map helps you plan how you’ll support, nurture, engage, and draw in potential customers no matter where they are in their buying journey.
Why should you do content mapping?
Content mapping is vital to ensure your content marketing is robust and evenly spread across the customer experience. 
It’s not just good for your business but also for your customers. Let’s dig into the benefits a bit more.
Create more relevant content for each buying stage
A good content marketing strategy will help you create targeted content to nurture an audience. 
A great content marketing strategy, one that includes content mapping, will help you create targeted content to nurture that audience at every stage of the buying journey.
Remember, the buyer’s journey is the process of research your buyer undertakes as they become aware of a problem, consider their options, and ultimately make a decision on what to do about it. 
Buyers don’t randomly decide to buy something – they come to that decision through a range of circumstances and actions. That’s the buyer’s journey.
Source: HubSpot
With content mapping, you ensure that you’re not neglecting your potential customer as they move forward on the path to purchasing. 
For example, if you have tons of blogs created for the awareness stage but none for the consideration stage, some of the leads you attracted to your brand initially might fall into that gap. You helped them define and understand their problem, but you didn’t show them how they could solve it or achieve their goals.
Another brand with consideration content could swoop in here, picking up where you left off. Now you’ve lost a potential customer.
In contrast, a content map helps you stay with that customer until they’re hovering over the “purchase” button in your website’s shopping cart. In fact, it probably helped get them to that point!
That’s powerful beyond belief.
Get more returns from each content piece
Content mapping also helps you identify a solid purpose behind each content piece you publish.
You’ll create each one with a specific intent that matches up with your goals, the target audience’s needs, and the buying stage they’re in.
That makes each piece pull its weight so much more. 
It’s a stark contrast between: 
Hitting “publish” and praying the content helps your business in some way.
Or hitting “publish” and knowing exactly what that piece has the potential to do, and probably will do, in terms of results.
Get more engaged, invested, loyal customers
When you provide great content at every stage of your buyers’ journeys, what do you think will happen?
The engagement, connection, and affinity you build will lead to equally engaged, invested customers.
Deliver a great product or service at the end of all that, and you’ll hook them utterly and completely.
This is how you create brand ambassadors. Raving fans. Delighted customers.
Ultimately, the point of content mapping is to ensure you’re helping your prospects at every step along the way. That amount of personalization and care is naturally going to produce customers who are wild about you.
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How to do content mapping
Ready to create a content map?
Before you start, I recommend having a content strategy in place first. Your content strategy will be useful beyond belief because a lot of the work will be done for you – laying out your content goals, researching your audience, identifying and creating personas, and more.
If you don’t have a content strategy yet, you’ll still learn much from this guide. (It may even spur you on to create one quicker!)
Once your content map is complete, you’ll understand how to map each content piece you create to each stage of the buyer’s journey for your particular audience.
1. Who: Research your audience and create personas
Your target audience is the most important piece of the content mapping puzzle. Without intricate knowledge of them, you’ll be lost.
You need to understand their preferences, behaviors, habits and needs to deliver truly personalized content to them at the right time and place.
How do you build that knowledge? Through audience research. 
Audience research
Never guess what your audience is like. Your assumptions can help you at the outset, but you need to test those assumptions and make sure they’re accurate for equally accurate targeting and content mapping.
That’s what audience research is for. There are a few main ways to go about it:
Check data that already exists about your audience in studies, statistics, reports, and surveys. This is helpful if your business is new and you don’t have an established following yet.
Conduct your own surveys, polls, and interviews with your audience. Get data from real customers (if you have them) and also leads, your social media followers, or people who have expressed interest in what you sell. 
If you can, focus on getting insights from real people in your orbit. This will make your personas more accurate and more helpful.
Of course, if you already have a content strategy in place, you’re a step ahead. You probably already have done audience research and have one or more personas ready to go that distill that research.
Buyer personas
How do you compile the knowledge you gain through audience research and make it more usable? 
By creating buyer personas: fictional characters or avatars representing real data about your audience. Each persona is a conglomeration of the commonalities among your audience.
Source: Venngage
Think about it: For most brands, you could probably describe a type of buyer who purchases from them. For example, busy stay-at-home moms who run to Starbucks between school drop-offs, meal prepping, and soccer practices. That, right there, is a buyer persona.
If you have multiple types of ideal customers, create personas for each one so you can map their different buying journeys to your content. For example, Starbucks might add a student persona to their roster or a professional.
2. What: Map out the buying stages of your persona(s)
After your personas are set, you can lay out the common buying stages each persona goes through, including their thoughts, goals, and challenges.
We briefly touched on the stages of the buyer’s journey earlier, but to reiterate, they are:
Awareness: The buyer is aware they have a problem, but they don’t know what it is yet, or they can’t name it specifically. They are experiencing symptoms of a problem.
Consideration: The buyer has pinpointed the problem they’re dealing with. They can name it and define it. Now they’re looking at possible solutions.
Decision: The buyer has decided which solution to use and is comparing the best providers or products that offer that solution. 
In each stage, your personas will have different concerns, needs, questions, and goals. Try to pinpoint these for each persona across each buying stage. 
For example, let’s return to the persona of the stay-at-home mom. Based on the challenges and goals we know she has from audience research, we can outline possibilities for her buying journey. Here’s just one:
Challenge: She’s struggling to find free time during the day. Goal: She wants to find time to indulge herself.
Awareness: “How do I take time for myself?” 
Consideration: “I should schedule a break for myself during the day. What can I do that would relax me?”
Decision: “Getting a delicious coffee drink would help me slow down while I treat myself. Where should I go?”
3. Where/when: Map out content types and topics for each stage of the buyer’s journey
Now that your personas are connected to buying stages, we can look at each stage individually to determine the type of content we can create to help them.
Think about:
How can you address your buyer’s needs and goals at each stage with content?
What keywords might they be using at each stage to research their problem and its solution?
Let’s go through each stage to see the common types of content you can use to target your buyers, whether in Awareness, Consideration, or Decision mode.
Note: Some types of content fit in multiple stages because they help more than one type of buyer.
Awareness content
Awareness content should seek to inform your audience. It should help them identify and understand a problem, why it matters, and/or what they should do next. 
Types of content: How-to guides, checklists, infographics, informative blogs, ebooks, and social media posts.
Examples of awareness topics: 
10 Ways to Take Time for Yourself by BetterUp
How to Save Money by Mint
Consideration content
Consideration content should help your audience choose between various options. For example, you could teach them all possible solutions to a problem and compare/contrast them. Or you could educate them about a specific solution and why it’s the best one.
Types of content: how-to guides, product reviews and comparisons, case studies, white papers, tutorials, and webinars.
Examples of consideration topics:
20 Ways to Make Your Website More Visible by LocaliQ
The 7 Best Down Comforters of 2023 by The Spruce
Decision content
Decision content is all about convincing your audience that your product or service is the right one for their needs. This is not about sales pitches but more about presenting the value and benefits of what you offer in a way that demonstrates your expertise.
Types of content: product landing pages, testimonials and reviews, case studies, demos, and product features.
Examples of decision topics:
12 Things That Only Ahrefs Can Do
Webflow’s landing page
4. How: Use your content map to evaluate existing content/plan new content
One of the great things about a content map is that it can help you take a snapshot of all the content you’ve already produced and how each piece helps buyers. 
This will help you notice gaps you need to fill – and reach more buyers in a stage you may be inadvertently ignoring.
Categorize old content by which buying stage it helps
First, look at all the content you’ve published and start categorizing it by the buying stage(s) it’s most likely to address.
If the content fits more than one category, choose the category it helps the most.
If the content fits nowhere, add it to a list of possible content pieces to update. You could potentially edit that piece to be more targeted to a specific buying stage.
Brainstorm new content topics using your content map
Once you’ve categorized your old content, you should have a good idea of the holes in your content strategy you need to fill to address different buying stages.
You should focus on filling those holes first. Use your content map to help you.
By now, your content map should have three types of information:
Your buyer personas.
The stages in your buyer journey mapped to content types.
The challenges, goals, and possible actions of each persona during each buying stage.
As you brainstorm new content topics, use your content map to ensure you create personalized, targeted content for every stage of your persona’s buying journey.
Look at your persona and what they need at each stage, including the words they’re using to search for what they need.

Research these needs in a keyword tool to find opportunities for optimizing content.
Use these terms to find related topics you could also address.
Look at the best content types that will help your persona at each stage.
Brainstorm a combination of content topics + formats that will touch your persona at the right time to help them move forward in their journey.
5. Document everything in your content map
A content map should be a physical reference you can refer to during the content creation process.
For that reason, document your content map in a way that’s easy to read and understand. Make sure you can continue adding to it as your content inventory expands, too.
For example, you could create a simple spreadsheet that lists your personas, their challenges and goals at each buying stage, and the types of content you should create to target them. Include both formats and topics.
Source: HubSpot
Start content mapping and create amazing customer experiences that lead to results
Content mapping can seem complicated at the outset.
But if you want to provide your customers with amazing content at every stage of their buying journey, you need a content map.
Learning how to create one is the hard part. 
Once you have the strategy down, you’ll use your content map in ways you never imagined to understand your persona better, get major insights about their buying journey, and come up with content that is personalized to a T for their specific needs.
This is as strategic as it gets. But, as we know in content, strategy = results.
The post Content mapping: Who, what, where, when, why and how appeared first on Search Engine Land.

Start content mapping and create amazing customer experiences that lead to results. Here's everything you need to know about content maps.
The post Content mapping: Who, what, where, when, why and how appeared first on Search Engine Land.

Content mapping: Who, what, where, when, why and how

To enable this, manage your preferences in location settings.
The post <a rel="nofollow" href="https://searchengineland.com/google-bard-now-can-use-your-devices-precise-location-for-more-relevant-local-results-427800">Google Bard now can use your device&#8217;s precise location for more relevant local results</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

Google Bard can now use your device&#8217;s precise location to provide better local results to your questions. When you go to Google Bard, a popup dialog may show up that reads &#8220;To get more relevant responses, you can also choose to let Bard use your device’s precise location.&#8221;



The notice. Here is what you might see when you access <a href="https://bard.google.com/">bard.google.com</a>:



<figure class="wp-block-image size-large"><img decoding="async" width="391" height="600" src="https://searchengineland.com/wp-content/seloads/2023/06/bard-location-prompt-391x600.jpeg" alt="" class="wp-image-427802" srcset="https://searchengineland.com/wp-content/seloads/2023/06/bard-location-prompt-391x600.jpeg 391w, https://searchengineland.com/wp-content/seloads/2023/06/bard-location-prompt-220x338.jpeg 220w, https://searchengineland.com/wp-content/seloads/2023/06/bard-location-prompt-74x113.jpeg 74w, https://searchengineland.com/wp-content/seloads/2023/06/bard-location-prompt-768x1178.jpeg 768w, https://searchengineland.com/wp-content/seloads/2023/06/bard-location-prompt-1001x1536.jpeg 1001w, https://searchengineland.com/wp-content/seloads/2023/06/bard-location-prompt-150x230.jpeg 150w, https://searchengineland.com/wp-content/seloads/2023/06/bard-location-prompt.jpeg 1179w" sizes="(max-width: 391px) 100vw, 391px" /></figure>



You may also see another prompt asking you to confirm that you want to share your location with Google.



Better local results. Google <a href="https://bard.google.com/updates#:~:text=Experiment%20updates-,2023.06.01,-More%20relevant%20responses">said</a> you should see &#8220;more relevant responses about restaurants near you and many other things about your area.&#8221; I tried it and it does not seem to work for me, just yet, but it may still be rolling out.



Why we care. Local search is a huge driver of business for many small and local businesses. If people use Google Bard to find places to get pizza, get a haircut, find a dentist and so on, this may drive additional traffic to those businesses. 



You&#8217;d obviously think you need to be on Google Business Profiles for that to work, so make sure your clients are set up in Business Profiles and do some searches, see how it differs from Google Search.
The post <a rel="nofollow" href="https://searchengineland.com/google-bard-now-can-use-your-devices-precise-location-for-more-relevant-local-results-427800">Google Bard now can use your device&#8217;s precise location for more relevant local results</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

Google Bard can now use your device’s precise location to provide better local results to your questions. When you go to Google Bard, a popup dialog may show up that reads “To get more relevant responses, you can also choose to let Bard use your device’s precise location.”
The notice. Here is what you might see when you access bard.google.com:




You may also see another prompt asking you to confirm that you want to share your location with Google.
Better local results. Google said you should see “more relevant responses about restaurants near you and many other things about your area.” I tried it and it does not seem to work for me, just yet, but it may still be rolling out.
Why we care. Local search is a huge driver of business for many small and local businesses.  If people use Google Bard to find places to get pizza, get a haircut, find a dentist and so on, this may drive additional traffic to those businesses. 
You’d obviously think you need to be on Google Business Profiles for that to work, so make sure your clients are set up in Business Profiles and do some searches, see how it differs from Google Search.
The post Google Bard now can use your device’s precise location for more relevant local results appeared first on Search Engine Land.

To enable this, manage your preferences in location settings.
The post Google Bard now can use your device’s precise location for more relevant local results appeared first on Search Engine Land.

Google Bard now can use your device’s precise location for more relevant local results

This webinar explores the intricacies of understanding customers' preferences and uncovers the game-changing potential of leveraging customer data.
The post <a rel="nofollow" href="https://searchengineland.com/a-customer-data-roadmap-for-staying-ahead-of-the-competition-427797">A customer data roadmap for staying ahead of the competition</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

<figure class="wp-block-image size-large is-style-default"><a href="https://www.bigmarker.com/third-door-media/Your-Customer-Data-Roadmap-to-Staying-Ahead-of-the-Competition?utm_bmcr_source=selpost"><img decoding="async" width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2020/10/live-webinar-woman-laptop-red-text-800x450.jpg" alt="" class="wp-image-341950" srcset="https://searchengineland.com/wp-content/seloads/2020/10/live-webinar-woman-laptop-red-text-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2020/10/live-webinar-woman-laptop-red-text-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2020/10/live-webinar-woman-laptop-red-text-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2020/10/live-webinar-woman-laptop-red-text-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2020/10/live-webinar-woman-laptop-red-text-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2020/10/live-webinar-woman-laptop-red-text-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2020/10/live-webinar-woman-laptop-red-text-550x310.jpg 550w, https://searchengineland.com/wp-content/seloads/2020/10/live-webinar-woman-laptop-red-text.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></a></figure>



In today&#8217;s competitive landscape, the key to winning over customers lies in personalized and extraordinary experiences. First-party data is a vital ingredient in this journey.



By delving deep into customers&#8217; engagement patterns, behaviors and transactional preferences, brands can gain invaluable insights. These insights, when effectively utilized, have the potential to transform the customer experience landscape.



In an era where every brand strives to capture customer attention and foster loyalty, this webinar will unveil the path to delivering a truly remarkable CX.



Learn more by registering for and attending <a href="https://www.bigmarker.com/third-door-media/Your-Customer-Data-Roadmap-to-Staying-Ahead-of-the-Competition?utm_bmcr_source=selpost">&#8220;Your Customer Data Roadmap to Staying Ahead of the Competition,&#8221; </a>presented by Redpoint Global.



<hr class="wp-block-separator has-alpha-channel-opacity"/>



Click <a href="https://searchengineland.com/webinars">here to view </a>more Search Engine Land webinars.
The post <a rel="nofollow" href="https://searchengineland.com/a-customer-data-roadmap-for-staying-ahead-of-the-competition-427797">A customer data roadmap for staying ahead of the competition</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

In today’s competitive landscape, the key to winning over customers lies in personalized and extraordinary experiences. First-party data is a vital ingredient in this journey.
By delving deep into customers’ engagement patterns, behaviors and transactional preferences, brands can gain invaluable insights. These insights, when effectively utilized, have the potential to transform the customer experience landscape.
In an era where every brand strives to capture customer attention and foster loyalty, this webinar will unveil the path to delivering a truly remarkable CX.
Learn more by registering for and attending “Your Customer Data Roadmap to Staying Ahead of the Competition,” presented by Redpoint Global.
Click here to view more Search Engine Land webinars.
The post A customer data roadmap for staying ahead of the competition appeared first on Search Engine Land.

This webinar explores the intricacies of understanding customers' preferences and uncovers the game-changing potential of leveraging customer data.
The post A customer data roadmap for staying ahead of the competition appeared first on Search Engine Land.

A customer data roadmap for staying ahead of the competition by Cynthia Ramsaran

Here's everything we know about how Instagram ranking algorithms work to help you maximize your visibility and engagement. 
The post <a rel="nofollow" href="https://searchengineland.com/how-instagram-ranks-content-feed-stories-explore-reels-search-427774">How Instagram ranks content in 2023: Feed, Stories, Explore, Reels, Search</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

Instagram has updated its resource explaining how ranking works across each part of its app – Feed, Stories, Explore and Reels. 



Why we care. It&#8217;s critical to understand how Instagram ranking works if you want to maximize your visibility and engagement on this platform. 



What&#8217;s new. <a href="https://about.instagram.com/blog/announcements/instagram-ranking-explained/" target="_blank" rel="noreferrer noopener">Instagram Ranking Explained</a> is an update to a <a href="https://about.instagram.com/blog/announcements/shedding-more-light-on-how-instagram-works" target="_blank" rel="noreferrer noopener">2021 post</a> – so most of the changes are fairly minimal. Of note, Instagram:



<ul>
<li>Separated Feed and Stories into two separate sections.</li>



<li>Put a heavier emphasis on following its Recommendation and Community guidelines.</li>



<li>Added a section called Personalize your Feed and Stories, adding new tips on how to personalize Feed and Stories.</li>



<li>Expanded its discussion around Shadowbanning.</li>
</ul>



<h2>Instagram uses multiple algorithm</h2>



Instagram doesn&#8217;t use one algorithm to rank content. Multiple algorithms, classifiers and processes – each serving a specific purpose – determine what Instagram users see.



Instagram ranks content differently in different parts of the app (e.g., Feed, Stories, Explore, Reels and Search).



<h2>How Instagram ranks Feed</h2>



Instagram&#8217;s Feed is a mix of content from accounts that a user follows, recommended content and ads. There is also a mix of formats – videos, images and carousels. 



Instagram said Feed ranking takes thousands of signals into account. The signals Instagram discussed all fall into three big buckets – the user, the creator and the post.



User signals:



<ul>
<li>Engagements – likes, shares, saves, comments and time spent interacting with a post.</li>



<li>Accounts the user has recently followed.</li>



<li>Accounts a user has recently liked or engaged with.</li>



<li>Format preference (e.g., Instagram will show more images if you engage more with images vs. videos or other formats).</li>



<li>History of interacting with another account.</li>



<li>Recent posts shared by the accounts a user follows.</li>



<li>Posts from accounts users doesn’t already follow that Instagram thinks they might be interested in. As Instagram explained:
<ul>
<li>&#8220;These are educated guesses at how likely you are to interact with a post in different ways. There are roughly a dozen of these. In Feed, the five interactions we look at most closely are how likely you are to spend a few seconds on a post, comment on it, like it, share it, and tap on the profile photo.&#8221;</li>
</ul>
</li>



<li>Account preferences.</li>
</ul>



Creator signals:



<ul>
<li>Information about the post creator.</li>



<li>How many times people have interacted with that person in the past few weeks.</li>



<li>If the content follows Instagram&#8217;s <a href="https://help.instagram.com/1615012435678060" target="_blank" rel="noreferrer noopener">Guidelines for Content Lowered in Feed</a>.</li>
</ul>



Post information:



<ul>
<li>Popularity:
<ul>
<li>Number of likes.</li>



<li>How quickly people like it.</li>



<li>Number of comments.</li>



<li>Number of shares.</li>



<li>Number of saves.</li>
</ul>
</li>



<li>Time it was posted.</li>



<li>Location.</li>
</ul>



Instagram also tries to avoid showing too many of these in a row:



<ul>
<li>Posts from the same person.</li>



<li>Suggested posts.</li>
</ul>



<h2>How Instagram ranks Stories</h2>



The &#8220;input signals&#8221; Instagram looks at for Stories include:



<ul>
<li>Shared by accounts you follow (that don&#8217;t violate Instagram&#8217;s <a href="https://help.instagram.com/477434105621119" target="_blank" rel="noreferrer noopener">Community Guidelines</a>).</li>



<li>Viewing history (how often a user views an account’s stories).</li>



<li>Engagement history (how often a user engages with an account’s stories – eg., a like or a DM).</li>



<li>Closeness (a user&#8217;s relationship with the creator and how likely they are to be connected as friends or family).</li>
</ul>



<h2>How Instagram ranks Explore</h2>



Explore is where Instagram recommends images and videos from accounts a user doesn&#8217;t follow. Ranking in Explore is similar to ranking of Feed and Stories.



Instagram looks at:



<ul>
<li>A user&#8217;s past Instagram activity (e.g., post likes, saves, shares and comments).</li>



<li>A user&#8217;s past Explore activity (posts a user has liked, saved, shared or commented on; how the user has interacted with posts in Explore).</li>



<li>Post information (how many and how quickly other users like, comment, share and save a post). Instagram said &#8220;these signals matter much more in Explore than they do in Feed or in Stories.</li>



<li>The user&#8217;s history of Interactions with an account.</li>



<li>Creator information (e.g., the number of times users have interacted with that creator in the past few weeks).</li>



<li>Whether the content follows Instagram&#8217;s <a href="https://help.instagram.com/313829416281232" target="_blank" rel="noreferrer noopener">Recommendation Guidelines</a>.</li>
</ul>



<h2>How Instagram ranks Reels</h2>



The most important signals Instagram looks at:



<ul>
<li>User activity (Reels a user has liked, saved, reshared, commented on, or engaged with).</li>



<li>The user&#8217;s history of Interactions with an account.</li>



<li>Reel information (e.g., popularity, the audio track, visuals in the video).</li>



<li>Creator information (popularity signals include number of followers, engagement level).</li>
</ul>



Reels can be less visible if they are:



<ul>
<li>Low-resolution.</li>



<li>Watermarked.</li>



<li>Muted or containing borders.</li>



<li>Mostly text.</li>



<li>Focused on political issues.</li>



<li>Previously posted on Instagram.</li>
</ul>



<h2 id="h-how-instagram-search-works">How Instagram Search works</h2>



Not mentioned in Instagram&#8217;s newest resource was how the Instagram search algorithm works. However, Instagram did that in a 2021 post, <a href="https://about.instagram.com/blog/announcements/break-down-how-instagram-search-works">Breaking Down How Instagram Search Works</a>. 



What signals matter in Instagram Search:



<ul>
<li>The query. Instagram tries to match that to relevant usernames, bios, captions, hashtags and places.</li>



<li>User activity. Accounts a user follows, posts they&#8217;ve viewed and how often they have interacted with an account in the past. Instagram more often shows accounts and hashtags that a user follows or visits.</li>



<li>Popularity signals. The number of clicks, likes, shares and follows for accounts, hashtags and places.</li>
</ul>



Instagram&#8217;s SEO advice:



<ul>
<li>Choose an Instagram handle or profile name that’s related to the content of your posts.</li>



<li>Include relevant keywords and locations in your bio.</li>



<li>Use relevant keywords and hashtags in your captions.</li>
</ul>



You can also add up to <a href="https://searchengineland.com/instagram-now-allows-up-to-5-links-in-bio-395742">five links in your Instagram bio</a>.
The post <a rel="nofollow" href="https://searchengineland.com/how-instagram-ranks-content-feed-stories-explore-reels-search-427774">How Instagram ranks content in 2023: Feed, Stories, Explore, Reels, Search</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

Instagram has updated its resource explaining how ranking works across each part of its app – Feed, Stories, Explore and Reels. 
Why we care. It’s critical to understand how Instagram ranking works if you want to maximize your visibility and engagement on this platform. 
What’s new. Instagram Ranking Explained is an update to a 2021 post – so most of the changes are fairly minimal. Of note, Instagram:
Separated Feed and Stories into two separate sections.
Put a heavier emphasis on following its Recommendation and Community guidelines.
Added a section called Personalize your Feed and Stories, adding new tips on how to personalize Feed and Stories.
Expanded its discussion around Shadowbanning.
Instagram uses multiple algorithm
Instagram doesn’t use one algorithm to rank content. Multiple algorithms, classifiers and processes – each serving a specific purpose – determine what Instagram users see.
Instagram ranks content differently in different parts of the app (e.g., Feed, Stories, Explore, Reels and Search).
How Instagram ranks Feed
Instagram’s Feed is a mix of content from accounts that a user follows, recommended content and ads. There is also a mix of formats – videos, images and carousels. 
Instagram said Feed ranking takes thousands of signals into account. The signals Instagram discussed all fall into three big buckets – the user, the creator and the post.
User signals:
Engagements – likes, shares, saves, comments and time spent interacting with a post.
Accounts the user has recently followed.
Accounts a user has recently liked or engaged with.
Format preference (e.g., Instagram will show more images if you engage more with images vs. videos or other formats).
History of interacting with another account.
Recent posts shared by the accounts a user follows.
Posts from accounts users doesn’t already follow that Instagram thinks they might be interested in. As Instagram explained:

“These are educated guesses at how likely you are to interact with a post in different ways. There are roughly a dozen of these. In Feed, the five interactions we look at most closely are how likely you are to spend a few seconds on a post, comment on it, like it, share it, and tap on the profile photo.”
Account preferences.
Creator signals:
Information about the post creator.
How many times people have interacted with that person in the past few weeks.
If the content follows Instagram’s Guidelines for Content Lowered in Feed.
Post information:
Popularity:

Number of likes.
How quickly people like it.
Number of comments.
Number of shares.
Number of saves.
Time it was posted.
Location.
Instagram also tries to avoid showing too many of these in a row:
Posts from the same person.
Suggested posts.
How Instagram ranks Stories
The “input signals” Instagram looks at for Stories include:
Shared by accounts you follow (that don’t violate Instagram’s Community Guidelines).
Viewing history (how often a user views an account’s stories).
Engagement history (how often a user engages with an account’s stories – eg., a like or a DM).
Closeness (a user’s relationship with the creator and how likely they are to be connected as friends or family).
How Instagram ranks Explore
Explore is where Instagram recommends images and videos from accounts a user doesn’t follow. Ranking in Explore is similar to ranking of Feed and Stories.
Instagram looks at:
A user’s past Instagram activity (e.g., post likes, saves, shares and comments).
A user’s past Explore activity (posts a user has liked, saved, shared or commented on; how the user has interacted with posts in Explore).
Post information (how many and how quickly other users like, comment, share and save a post). Instagram said “these signals matter much more in Explore than they do in Feed or in Stories.
The user’s history of Interactions with an account.
Creator information (e.g., the number of times users have interacted with that creator in the past few weeks).
Whether the content follows Instagram’s Recommendation Guidelines.
How Instagram ranks Reels
The most important signals Instagram looks at:
User activity (Reels a user has liked, saved, reshared, commented on, or engaged with).
The user’s history of Interactions with an account.
Reel information (e.g., popularity, the audio track, visuals in the video).
Creator information (popularity signals include number of followers, engagement level).
Reels can be less visible if they are:
Low-resolution.
Watermarked.
Muted or containing borders.
Mostly text.
Focused on political issues.
Previously posted on Instagram.
How Instagram Search works
Not mentioned in Instagram’s newest resource was how the Instagram search algorithm works. However, Instagram did that in a 2021 post, Breaking Down How Instagram Search Works. 
What signals matter in Instagram Search:
The query. Instagram tries to match that to relevant usernames, bios, captions, hashtags and places.
User activity. Accounts a user follows, posts they’ve viewed and how often they have interacted with an account in the past. Instagram more often shows accounts and hashtags that a user follows or visits.
Popularity signals. The number of clicks, likes, shares and follows for accounts, hashtags and places.
Instagram’s SEO advice:
Choose an Instagram handle or profile name that’s related to the content of your posts.
Include relevant keywords and locations in your bio.
Use relevant keywords and hashtags in your captions.
You can also add up to five links in your Instagram bio.
The post How Instagram ranks content in 2023: Feed, Stories, Explore, Reels, Search appeared first on Search Engine Land.

Here's everything we know about how Instagram ranking algorithms work to help you maximize your visibility and engagement. 
The post How Instagram ranks content in 2023: Feed, Stories, Explore, Reels, Search appeared first on Search Engine Land.

How Instagram ranks content in 2023: Feed, Stories, Explore, Reels, Search

A well-known, top rated and trusted brand entity is the cornerstone of organic visibility. Here's how to build yours in five steps.
The post <a rel="nofollow" href="https://searchengineland.com/establish-brand-entity-for-seo-guide-427717">How to establish your brand entity for SEO: A 5-step guide</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.

Google’s announcement of Search Generative Experience (SGE) and the release of Bard are reshaping the digital landscape. These evolutions have many SEO implications. One of the most important is the renewed focus on brand entity SEO.
In the past, SEO was largely focused on marketing to humans. However, with the rise of large language models, such as OpenAI’s GPT-4 and Google’s PaLM 2, MUM and BERT, SEO is now also about marketing to machines.
But no matter the interface, whether blue links, rich results, Google surfaces, SGE or chatbot, the timeliness imperative of SEO is for searchers to find and choose our brand.
And no matter the user, whether human or AI, brand awareness and brand preference are vital for inclusion in the target audience’s consideration set.
Therefore, building a well-known, top rated and trusted brand entity is the cornerstone of organic visibility.
Brands, entities and the Google Knowledge Graph
The Google Knowledge Graph is a database that understands relationships between and “facts” about entities.
Google defines an entity as “a thing or concept that is singular, unique, well-defined and distinguishable” that is represented linguistically by nouns. For example, an entity may be a person, place, product, event, idea or brand.
Knowledge Graphs allow entities to be contextualized through their connections to other entities.
So when I type into Bard “Best Italian restaurant in Berlin,” it does not match based on keywords, but rather on entities.

It connects the:
Location entities: Neighborhoods of the city of Berlin (Prenzlauer Berg, Mitte, etc.)
Cuisine entity: Italian
Dish entities: Pasta, pizza
Restaurant brand entities: Sapori di CasaIl Punto, Ristorante A MANO
Directory brand entities: TripAdvisor, Top10 Berlin
And the “facts” it knows about the restaurant entities in terms of reviews to present its opinionated recommendations.
A similar process happens in the SERPs to create rich results such as local packs or related searches.

There are many Knowledge Graph entities you could optimize for, including:
Location: City and neighborhood
Cuisine: Italian
Dishes: Pizza, pasta, etc
Ambiance: Fine dining, family-friendly, etc
Awards: Michelin stars, Gault et Millau, etc
People: Owner, Chef, etc
But the most valuable is the brand entity. This must be at the center of all things.
Brand entity SEO already significantly impacts most industries where we see many entity-only rich results in the SERPs.

And it will impact every industry as Bard becomes more popular and SGE rolls out.
Why? Because Google is disinclined to give visibility to brands it doesn’t know explicitly.
If your brand is not an entity in the Knowledge Graph, Google has less confidence in the ‘facts’ about that brand, its relevance to the user query and its relationship to other entities.
In this case, Google will only partially apply entity-level visibility signals (formerly known as site-level ranking factors, but rank is somewhat antiquated and a brand entity is more than just a website).
This means your brand is significantly less likely to be included in the AI’s consideration set. And since Google’s AI acts as a gatekeeper, also the end user’s consideration set.
If, on the other hand, Google has a detailed dossier for your brand entity and its relationships to other entities in the Knowledge Graph, it can confidently make matches that matter. Granting you more visibility in the SERPs, Bard, Discover and other Google surfaces.
To build your brand into an entity, follow these five steps.
Step 1: Secure CMO sponsorship
Building a brand entity is not a solo mission.
It goes beyond the scope of what SEO has commonly been defined to encompass. This is branding, this is your CMO’s territory. You will struggle to make meaningful changes if you do not have them onboard.
Get in front of your CMO and convince them to be the executive sponsor of a ‘brand entity establishment’ project.
This not only secures their buy-in for the idea but also their guidance and ability to free up resources in other departments, such as development or content resources, that will be needed.
To get a CMO onboard, show the opportunity (or threat depending on their mentality) through presenting:
Your branded SERP: Do you dominate it with a fully-fleshed out knowledge panel, social media profiles and digital PR articles or at there irrelevant or unwanted links.
Industry-relevant entity-only SERP features: What rich results exist for key user intents and is your brand included (being on mobile and incognito is essential).
Industry-relevant Bard results (and SGE if you have access): What results are returned for key user intents and is your brand included.
Current brand entity presence: What does Google understand about your brand entity its associated assets and its connections to other entities.
Competitor brand entity presence: What does Google understand about your competitors’ entities.
When assessing brand entity presence, don’t be fooled into thinking this has anything to do with the number of branded search queries or number of indexed pages of a website.
To understand if a brand is an entity, and if so, in what context, the ideal is to query the brand name in the Google Knowledge Graph Search API daily and keep a record of the returned result details.
But for a quick check, it’s easier to use the Kalicube Google Knowledge Graph API Explorer.
Step 2: Define and align your brand entity bio
To become an entity in the Google Knowledge Graph, you must be clear and consistent on who your brand entity is and your relationship to other entities.
Start by defining your official brand name.
I know this sounds ridiculously easy, but I have a challenge for you. When you are next in your office, ask someone from each department to write down the brand name on a piece of paper. 
Some will write:
The brand you expect: “Brand Name”
The brand with different spacing: “BrandName”
The brand with different capitalization: “Brandname” or “brandname”
The partial URL: “brandname.com”
The legal entity: “Brand Name Inc.” 
As Google’s natural language processing is sensitive to spelling and casing, these can all be interpreted as different entities.
Once you settle on an official brand name, define a brand entity bio. The aim is to tell Google about your brand in a way its algorithms can confidently understand in order to extract “facts” and connections.
The entity bio should begin with a semantic triple to summarize the brand entity in a way Google can clearly understand.
For example: 
“Jes Scholz is a marketing consultant.”
Where “Jes Scholz” is the entity subject, “is” is the predicate, and “marketing consultant” is the object.
That said, a pure semantic triple can be a bit too bland for the humans that will read the bio. So feel free to spice it up with an adjective or a secondary object.
For example:
“Jes Scholz is an organic marketing consultant and SEO futurist.” 
Where “organic” is the adjective and “SEO futurist” is the secondary object.
Then address your core offering and target audience. For example:
“She delivers award-winning audience development strategies focused on entity optimization, smart content distribution and data-driven marketing from Sydney to enterprise businesses worldwide.”
Then expand on this with concise paragraphs that address all key details about your brand entity in order of importance for your market. For example, the:
Core value propositions
Awards
Key people or partners
Relevant history
This should all be written with a view to building Google’s understanding of your brand entity and what other entities, especially topical entities, you are related to. 
As Google’s confidence in these areas grows, so do your chances of appearing on Google surfaces.
Once you have drafted your brand entity bio, evaluate it with Google’s Natural Language API (you can use the free demo) to see how Google processes the text, identifies entities within it and categorizes it.
Once you have defined a clear, meaningful and topical brand entity bio and aligned it with all key stakeholders, it’s time to repeat it ad nauseam. Brandsplain it through corroboration.
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Step 3: Corroborate topical relatedness
Google understands entities based on relatedness, which is determined based on the co-occurrence of entities. 
If two entities, like a brand and a topic, are referenced together frequently by multiple authoritative sources, it strengthens Google’s connection of those two entities in the knowledge graph.
This has many benefits but is especially powerful when it comes to generative AI marketing. 
I was amused by a recent SGE example tweet from Lily Ray. But similar associations of a brand, in this case, “Google”, and a topic, in this case, “search engines”, can apply to any industry.


If your brand doesn’t have an industry association, you won’t show in the list when searchers ask for the thing your brand does. Establishing entity co-occurrence through authoritative repetition is key.
As your site should be the most authoritative source on your brand entity. Your About page is the first place to publish your brand entity bio.
The About page is better than the homepage as it can be dedicated primarily to the brand entity. 
At the same time, the homepage must represent the entire website offering and potentially other entities as well, such as products, clients or key members of the team.
That said, aspects of the brand entity bio should be seen in the homepage copy. It is a point of corroboration.
This will be true of many of your brand assets that will duplicate appropriate aspects of the brand entity bio, especially the semantic triple about what the brand entity is. This should feature in:
All social media profiles, such as LinkedIn, Twitter or TikTok.
Relevant business directories, such as CrunchBase, Trustpilot or Yelp.
Relevant industry sites, such as Entrepreneur.com, Forbes or Spotify.
A Google Business Profile for any brand with a physical address.
If possible, Wikipedia and Wikidata.
During this process, don’t neglect to revisit previously posted digital PR articles. Fact-correct them and request changes as needed to ensure the details align with your official brand name and bio.
This repetition on relevant platforms is vital. The more corroboration, the greater Google’s confidence their “knowledge” about your brand entity is credible and the more notable they believe your entity is. Both of these increase the likelihood that Google will show your brand entity for a topical query.
But don’t spam! If a site is authoritative but not appropriate to your industry, it won’t help. If a site is industry-appropriate but low quality, it won’t help. If the social profile is inactive, it won’t help. 
Step 4: Markup all the things
Using Organization schema markup in JSON-LD format on the About page. 
Think of it as communicating to the search engine’s in their mother tongue. Allowing you to confirm important attributes of the brand entity is a critical step to Google accepting those “facts.”

Google’s Logo (Organization) Structured Data only requires:
URL: The homepage URL of the brand website
Logo: The logo of the brand
Don’t implement this blindly. 
When relevant, use a more descriptive “@Type”. Organization is the most general. There are potentially more relevant subtype values.
A newspaper can identify as a NewsMediaOrganization. A charity can identify itself as an NGO. Local businesses can choose from many descriptive categories such as Florist, Restaurant or RealEstateAgent.
Also, go beyond the required properties. Include as much relevant information as the structured data allows, to establish ‘facts’ about your entity in the Google Knowledge Graph. 
Pay special attention to:
Name: The official brand name you have aligned with stakeholders.
AlternateName (if needed): An shorter variation of your official brand name that is commonly used on the wider web for your brand entity. For example, the Better Business Bureau being called the BBB.
LegalName: Add the legal entity name to help disambiguate references on the wider web of your brand entity.
Description: The semantic triple from your entity bio.
Image: An array of ImageObjects which represent the brand.
Address, telephone and email: Brands with readily available contact details are inherently more trustworthy.
Awards: Being nominated for or winning awards boosts credibility.
@id: An identifying URL intended as the explicit, unambiguous reference for your company. As such it should be unique and never change. Jono Alderson, Head of SEO at Yoast, recommends site's home URL appended by #/schema/Organization/1.
SameAs: To disambiguate your brand entity presence to aid corroborations, list all relevant brand profiles. Include active social media pages, directory listings, wikipedia and wikidata entries and Google Business Profile and Google knowledge panel URL (aka https://www.google.com/search?kgmid={id}) when available. If your brand has multiple knowledge panel URLs, add them all to help consolidate them into a single strong entity.
Once the about page contains a valid structure data markup brand bio, manually submit the URL in Google Search Console to encourage Googlebot to swiftly update the details in its index.
But don’t stop your entity optimization there.
Step 5: Establish related entities
Every relevant entity on your site should be marked up with structured data. 
When these entities are explicitly understood by search engines, it strengthens the connection between those recognized entities and the brand entity.

This can work to strengthen the brand’s notability further. Relatedness increase the probability of your brand being found in the context of topical queries.
While this article focuses on brand entity optimization, you can adjust the process to establish other business assets.
Your key people, podcast, products or events can all become entities in the knowledge graph. Which is beneficial in its own right as those entities can earn visibility in the Google ecosystem.
But additionally, building Google’s confidence in its understanding of these other entities can further cement Google’s understanding of the brand entity due to the connection between the assets.
This entity relationship building can also work beyond the bounds of your owned assets. 
Collaborating with established high-authority entities related to your industry or a targeted topic can solidify your own status within that area.
Building a strong brand entity
If you want to be visible in generative AI, build a strong brand entity in the knowledge graph.
This allows you to control the brand positioning Google presents to your audience while increasing the chance your brand will be shown on Google surfaces.
The importance of entities is only going to grow. Now is the time to invest.
The post How to establish your brand entity for SEO: A 5-step guide appeared first on Search Engine Land.

A well-known, top rated and trusted brand entity is the cornerstone of organic visibility. Here's how to build yours in five steps.
The post How to establish your brand entity for SEO: A 5-step guide appeared first on Search Engine Land.

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