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Google and YouTube will prohibit the monetization of climate denial content through ads

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Google and YouTube announced Thursday a new policy prohibiting climate deniers from monetizing their content via ads or creator payment.

Why it is important: This is one of the most aggressive actions any major tech platform has taken in combating misinformation about climate change.

Details: Google publishers and advertisers, as well YouTube creators, won’t be able to make ad revenue from content that is contrary to “well-established scientific consensus about the existence and causes climate change,” according the company’s advertising team.

  • “This includes any content that refers to climate change as a hoax, a scam, or claims that long-term trends don’t show that the global climate is warming. It also includes claims that either human activity or greenhouse gas emissions are contributing to climate change.
  • Advertisements and monetization are still allowed alongside other climate-related topics like public debates about climate policy, the impacts of climate change and new research on the topic.

Google stated that it is making these changes to address frustration from content creators and advertisers about messages appearing alongside climate denial.

  • Advertisers don’t want ads next to the content. Publishers and creators don’t want these ads to appear on their pages, or videos,” the company stated.

Yes but: Google frequently makes changes in its ads policies to decrease misinformation. However, this update is noteworthy, considering how difficult it can be to classify certain comments about climate change as denial or misinformation.

  • According to the tech giant, when reviewing content in accordance with the new policy, “we will carefully examine the context in which claims were made. This will allow us to distinguish between content that makes a false claim as fact and content that discusses or reports on that claim.”
  • According to the company, it has worked with experts such as representatives from the United Nations Intergovernmental Panel on Climate Change Assessment Reports in order to develop the policy. The report concluded there is “unambiguous” evidence that human greenhouse gas emissions are contributing to global warming.
  • Google claims it will enforce the new policy using a combination automated tools and human review.

The big picture Climate activists have increased pressure on Internet companies to do more to address climate denial.

  • Google has unveiled a new suite of tools to help consumers cut their greenhouse gas emissions on Wednesday
  • Facebook launched in February. This portal was created to combat misinformation regarding climate change.

Why it is important: Social media platforms are vastly popular and have come under fire from activists as well as lawmakers around the world for not doing enough to stop inaccurate content being spread.

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5 Tips to Boost Your Holiday Search Strategy

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With the global economic downturn, inflation, ongoing supply chain challenges, and uncertainty due to the Ukraine war, this year’s holiday shopping season promises to be very challenging. Will people be in the mood to spend despite the gloom? Or will they rein in their enthusiasm and save for the year ahead?

With these issues in mind, here are five considerations to support your search engine optimization strategy this holiday shopping season:

1. Start early.

Rising prices are likely to mean shoppers will start researching their holiday spending earlier than ever to nab the best bargains. Therefore, retailers must roll out their holiday product and category pages — and launch any promotions — sooner to ensure their pages get crawled and indexed by search engines in good time.

Some e-commerce stores manage to get their pages ranking early by updating and reusing the same section of the website for holiday content and promotions, rotating between content for Christmas, Mother’s Day, Valentine gifts, Fourth of July sales, etc. This approach can help you retain the momentum, links and authority you build up with Google and get your holiday pages visible and ranking quickly.

2. Make research an even bigger priority.

With all the uncertainty this year, it’s vital to use SEO research to identify the trending seasonal keywords and search phrases in your retail vertical — and then optimize content accordingly.

With tools such as Google Trends you can extract helpful insights based on the types of searches people are making. For example, with many fashion retailers now charging for product returns, will prioritizing keywords such as “free returns” get more search traction? And with money being tighter, will consumers stick with brands they trust rather than anything new — meaning brand searches might be higher?

3. Make greater use of Google Shopping.

To get the most out of their holiday spending, consumers are more likely to turn to online marketplaces such as Google Shopping as they make it easier to compare products, features and prices, as well as to identify the best deals both online and in nearby stores.

Therefore, take a combined approach which includes listing in Google Shopping and at the same time optimizing product detail pages on your e-commerce site to ensure they’re unique and provide more value than competitors’ pages. Be precise with product names on Google Shopping (e.g., do the names contain the words people are searching for?); ensure you provide all the must-have information Google requires; and set a price that’s not too far from the competition. 

4. Give other search sources the attention they deserve.

Earlier this year Google itself acknowledged that consumers — especially younger consumers — are starting to use TikTok, Instagram and other social media sites for search. In fact, research suggests 11 percent of product searches now start on TikTok and 15 percent on Instagram. Younger consumers in particular are more engaged by visual content, which may explain why they’re embracing visually focused social sites for search. So, as part of your search strategy, create and share content on popular social media sites that your target customers visit.

Similarly, with people starting their shopping searches on marketplaces such as Amazon.com, optimizing any listings you have on the site should be part of your strategy. And thankfully, the better optimized your product detail pages are for Amazon (with unique, useful content), the better they will rank on Google as well!

5. Hold paid budget for late opportunities.

The greater uncertainty and volatility this holiday season mean you must keep a close eye on shopper behavior and be ready to embrace opportunities that emerge later on. Getting high organic rankings for late promotions is always more challenging, so hold some paid search budget back to help drive traffic to those pages — via Google Ads, for example. Important keywords to include in late season search ad campaigns include “delivery before Christmas” and “same-day-delivery.” For locally targeted search ads, consider “pick up any time before Christmas.”

The prospect of a tough, unpredictable holiday shopping season means search teams must roll out seasonal SEO plans early, closely track shoppers’ behavior, and be ready to adapt as things change.

Marcus Pentzek is chief SEO consultant at Searchmetrics, the global provider of search data, software and consulting solutions.

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