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13 Best Marketing Blogs to Follow (For Marketers of All Levels)

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13 Best Marketing Blogs to Follow (For Marketers of All Levels)

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  • Monthly traffic 40

  • Linking websites 48

  • Tweets 99

Data from Content Explorer

Shows how many different websites are linking to this piece of content. As a general rule, the more websites link to you, the higher you rank in Google.

Several years back, we asked some of the smartest marketers in the industry what their most-read marketing blogs were. We then shared their responses here and ran a poll so readers could vote for their favorites too.

As of 2022, we’ve collected 1,372 votes—so we thought it apt to bring you the industry’s top 10 marketing blogs, plus three bonus (personal) favorites of ours to round things off.

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Founder: Dmitry Gerasimenko
Blog type: Multi-author
Ahrefs Rank (AR): 1,176
Domain Rating (DR): 90
Estimated monthly organic search traffic: 304,791

What better way to start the list than with a not-so-subtle plug of our own blog? We topped the poll with 793 votes, and the fact that you’re reading this means the Ahrefs team must be doing something right.

If you’re new here, our blog is split into four categories: SEO, marketing, data and studies, and product updates. Have a look-see, then settle in for the ride—you’re bound to learn something new, no matter your level of expertise.

Recommended reading: The Beginner’s Guide to Search Engine Optimization

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Founders: Brian Halligan, Dharmesh Shah
Blog type: Multi-author
Ahrefs Rank (AR): 195
Domain Rating (DR): 93
Estimated monthly organic search traffic: 7,726,291

HubSpot is a powerful SaaS platform and the champion of inbound marketing. We mean it literally: Founders Brian Halligan and Dharmesh Shah coined the term “inbound” and even published a book on the topic.

Over on the HubSpot blog, you’ll find in-depth articles, free templates, and marketing reports that are backed by surveys and expert opinions.

We also highly recommend subscribing to The Hustle, a popular newsletter that HubSpot acquired in early 2021. Its coverage of business and tech news is at once snappy and concise—an ideal point of reference for anyone who wants to get better at writing.

Recommended reading: This Strategy Helped the HubSpot Blog Break a Year-Long Traffic Plateau

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Founder: Seth Godin
Blog type: Single-author
Ahrefs Rank (AR): 4,291
Domain Rating (DR): 84
Estimated monthly organic search traffic: 67,096

Seth Godin is one of the most forward-thinking marketers around. He’s authored 19 best-selling books, which have been translated into 35 languages. He is also most famed for his novel ideas and concepts.

One of them is the purple cow, which means building a product or service that’s so remarkable people will literally remark on it. (Yep, very meta.)

You’d do well following his daily blog posts too, which often feature pithy or memorable anecdotes on being a better marketer.

Recommended reading: How to Be Remarkable

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Founder: Glen Allsopp
Blog type: Single-author
Ahrefs Rank (AR): 227,987/98,501
Domain Rating (DR): 61/70
Estimated monthly organic search traffic: 1,600/25,676

Glen Allsopp runs two blogs: Gaps and also Detailed. And while they’re quite different in their areas of focus, we thought it best to combine them to avoid repetition.

Gaps.com covers mostly business-focused content and case studies on profitable niches. It’s better suited to founders and entrepreneurs or anyone interested in learning about fresh online business opportunities and revenue models.

General marketers may prefer Detailed.com, which includes technical SEO advice, keyword research tactics, plus interesting experiments for further learning.

Recommended reading: Affiliate SEO in 2020: A Detailed, 1,000 Keyword Analysis

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Founder: Joanna Wiebe
Blog type: Multi-author
Ahrefs Rank (AR): 21,277
Domain Rating (DR): 77
Estimated monthly organic search traffic: 4,700

Joanna Wiebe is the brain behind CopyHackers, and she’s optimized copy for scores of customers since 2005. These experiences are shared on her blog, where she doles out copywriting techniques and client management tips in great detail.

She’s also worked with SaaS majors, such as Wistia to refine its onboarding emails, and spoken at large-scale conferences, including CXL Live on how to write copy that converts.

Recommended reading: How Do You Turn Great Homepage Copy Into Killer Homepage Copy?

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Founders: Benji Hyam, Devesh Khanal
Blog type: Single-author (w/ rare guest posts)
Ahrefs Rank (AR): 119,954
Domain Rating (DR): 68
Estimated monthly organic search traffic: 775

Grow & Convert was born of an experiment by founders Benji Hyam and Devesh Khanal. In 2015, they set a goal of reaching 40,000 unique visitors within six months. While it didn’t come to fruition, their transparency in documenting their process won them regard in the content marketing space.

Today, Grow & Convert is a full-fledged content marketing agency. Fun fact: Ahrefs’ own SQ once penned a popular post about Reddit marketing on the blog. It was the first guest post accepted after 1.5 years and was even voted #2 in GrowthHackers’ 2017 newsletter.

Recommended reading: How Long Does It Take for Content Marketing to Work? A Case Study

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Founders: Eoghan McCabe, Des Traynor, Ciaran Lee, David Barrett
Blog type: Multi-author
Ahrefs Rank (AR): 1,106
Domain Rating (DR): 90
Estimated monthly organic search traffic: 33,986

We love Intercom. The customer messaging platform powers some of Ahrefs’ key features, including live chat, in-app messaging, and Help Center.

We highly recommend its blog too: You’ll find topics spanning sales and marketing, customer support, product, design, and engineering. The best bit is all of its posts are written by Intercom employees, so you’ll be able to glean some real-life lessons on everything from customer acquisition to live chat best practices.

Recommended reading: People Leave Managers, Not Companies

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Founder: Peep Laja
Blog type: Multi-author
Ahrefs Rank (AR): 4,266
Domain Rating (DR): 85
Estimated monthly organic search traffic: 61,451

In the words of founder Peep Laja, ConversionXL aims to democratize elite know-how. And it’s met that goal—if the blog’s content is anything to go by. There are tips and research studies on conversion rate optimization (CRO), plus categories covering digital analytics, business building, copywriting, and yet more.

Recommended reading: How People Read Short Articles

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Founder: Walter Chen
Blog type: Multi-author
Ahrefs Rank (AR): 48,032
Domain Rating (DR): 74
Estimated monthly organic search traffic: 3,573

Animalz is a content marketing agency founded in 2015 by Walter Chen, the former CEO of iDoneThis. This blog isn’t just aesthetically pleasing—each post is also loaded with thought-provoking perspectives to keep content marketers returning.

The blog posts are reminiscent of Seth’s daily musings, albeit lengthier and with a heavier focus on actionable tips.

Recommended reading: The Problem With Writing Is Thinking

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Founders: Leo Widrich, Joel Gascoigne
Blog type: Multi-author
Ahrefs Rank (AR): 1,072
Domain Rating (DR): 90
Estimated monthly organic search traffic: 46,634

Given Buffer is a social media management platform, its blog posts center mostly around the topic, as well as advice on online brand management. We like the spectrum of topics covered for businesses of all sizes—such as this listicle on small-business marketing or this one on sustainable approaches to building a business.

Its transparent work practices are also documented and can offer founders better insight into how to run a business.

Recommended reading: How Ahrefs and Buffer Drive 1 Million+ Sessions per Month With Evergreen Content and Social Media

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Founder: Aleyda Solis 
Blog type: Single-author
Ahrefs Rank (AR): 49,238
Domain Rating (DR): 73
Estimated monthly organic search traffic: 4,314

You’d be hard-pressed to find a blog like Aleyda Solis’ elsewhere.

The SEO consultant, speaker, and author has over 17,000 subs on her popular newsletter, #SEOFOMO. Yet she somehow makes the time to maintain a blog, even if infrequently.

Most of her posts require some understanding of SEO, as they tend to venture into technical territory. Still, Aleyda is generous in sharing firsthand tips and cheat sheets, such as this template on keywords mapping for different types of sites. 

Recommended reading: 15 Newsletter Growth Tips: How I Grew #SEOFOMO From +1K to 17K Subscribers Within Two Years

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Founder: Nat Eliason 
Blog type: Multi-author
Ahrefs Rank (AR): 552,419
Domain Rating (DR): 52
Estimated monthly organic search traffic: 1,003

Growth Machine is a content marketing agency, and its gem of a blog contains many frank truths and bold opinions you may not necessarily agree with. These include doing things that don’t scale when building a community and having a CEO who worked on making herself obsolete in most of 2021.

And that’s why Growth Machine is worth returning to again and again: to hear things you may not like, which in turn encourages more flexible ways of thinking. Aside, there are also case studies and how-to content guides for content marketers of all levels.

Recommended reading: How a Recruiting Website Tripled Organic Traffic in Six Months

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Founder: Ross Hudgens
Blog type: Multi-author
Ahrefs Rank (AR): 47,373
Domain Rating (DR): 74
Estimated monthly organic search traffic: 16,954

Founder and thought leader Ross Hudgens channeled his SEO expertise into building Siege Media, a content marketing agency whose blog covers all manner of copywriting and SEO tips.

While the content isn’t particularly well-categorized, the real-life case studies make for an interesting read (or listen). These include link building strategies that scale and tips on how to secure a $1 million SEO budget (podcast).

Recommended reading: How to Increase Website Traffic by 250,000+ Monthly Visits

Follow Siege Media

Final thoughts

We’re advocates for constant learning, so keep in mind this list isn’t exhaustive.

As easy as it is to return to your favorite marketing blogs, expanding your knowledge is key. Read (or listen!) with an open mind, ask questions in online communities, and experiment with marketing tactics and strategies to find your own path.

Did I miss out on your favorites? Let me know on Twitter.




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What Is Schema Markup & Why Is It Important For SEO?

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What Is Schema Markup & Why Is It Important For SEO?

Schema.org is a collection of vocabulary (or schemas) used to apply structured data markup to web pages and content. Correctly applying schema can improve SEO outcomes through rich snippets.

Structured data markup is translated by platforms such as Google and Microsoft to provide enhanced rich results (or rich snippets) in search engine results pages or emails. For example, you can markup your ecommerce product pages with variants schema to help Google understand product variations.

Schema.org is an independent project that has helped establish structured data consistency across the internet. It began collaborating with search engines such as Google, Yahoo, Bing, and Yandex back in 2011.

The Schema vocabulary can be applied to pages through encodings such as RDFa, Microdata, and JSON-LD. JSON-LD schema is preferred by Google as it is the easiest to apply and maintain.

Schema is not a ranking factor.

However, your webpage becomes eligible for rich snippets in SERPs only when you use schema markup. This can enhance your search visibility and increase CTR on your webpage from search results.

Schema can also be used to build a knowledge graph of entities and topics. Using semantic markup in this way aligns your website with how AI algorithms categorize entities, assisting search engines in understanding your website and content.

This means that search engines should have additional information to help them figure out what the webpage is about.

You can even link your entities directly to sites like Wikipedia or Google’s knowledge graph to build explicit connections. Using Schema this way can have positive SEO results, according to Martha van Berkel, CEO of Schema App:

By helping search engines understand content, you are assisting them in saving resources (especially important when you have a large website with millions of pages) and increasing the chances for your content to be interpreted properly and ranked well. While this may not be a ranking factor directly, Schema helps your SEO efforts by giving search engines the best chance of interpreting your content correctly, giving users the best chance of discovering it.

Listed above are some of the most popular uses of schema, which are supported by Google and other search engines.

You may have an object type that has a schema.org definition but is not supported by search engines.

In such cases, it is advised to implement them, as search engines may start supporting them in the future, and you may benefit from them as you already have that implementation.

Google recommends JSON-LD as the preferred format for structured data. Microdata is still supported, but JSON-LD schema is recommended.

In certain circumstances, it isn’t possible to implement JSON-LD schema due to website technical infrastructure limitations such as old content management systems). In these cases, the only option is to markup HTML via Microdata or RDFa.

You can now mix JSON-LD and Microdata formats by matching the @id attribute of JSON-LD schema with the itemid attribute of Microdata schema. This approach helps reduce the HTML size of your pages.

For example, in a FAQ section with extensive text, you can use Microdata for the content and JSON-LD for the structured data without duplicating the text, thus avoiding an increase in page size. We will dive deeper into this below in the article when discussing each type in detail.

JSON-LD encodes data using JSON, making it easy to integrate structured data into web pages. JSON-LD allows connecting different schema types using a graph with @ids, improving data integration and reducing redundancy.

Let’s look at an example. Let’s say that you own a store that sells high-quality routers. If you were to look at the source code of your homepage, you would likely see something like this:

Once you dive into the code, you’ll want to find the portion of your webpage that discusses what your business offers. In this example, that data can be found between the two

tags.

The following JSON-LD formatted text will markup the information within that HTML fragment on your webpage, which you may want to include in your webpage’s

section.



This snippet of code defines your business as a store via the attribute"@type": "Store".

Then, it details its location, contact information, hours of operation from Monday to Saturday, and different operational hours for Sunday.

By structuring your webpage data this way, you provide critical information directly to search engines, which can improve how they index and display your site in search results. Just like adding tags in the initial HTML, inserting this JSON-LD script tells search engines specific aspects of your business.

Let’s review another example of WebPage schema connected with Organization and Author schemas via @id. JSON-LD is the format Google recommends and other search engines because it’s extremely flexible, and this is a great example.



In the example:

  • Website links to the organization as the publisher with @id.
  • The organization is described with detailed properties.
  • WebPage links to the WebSite with isPartOf.
  • NewsArticle links to the WebPage with isPartOf, and back to the WebPage with mainEntityOfPage, and includes the author property via @id.

You can see how graph nodes are linked to each other using the"@id"attribute. This way, we inform Google that it is a webpage published by the publisher described in the schema.

The use of hashes (#) for IDs is optional. You should only ensure that different schema types don’t have the same ID by accident. Adding custom hashes (#) can be helpful, as it provides an extra layer of insurance that they will not be repeated.

You may wonder why we use"@id"to connect graph nodes. Can’t we just drop organization, author, and webpage schemas separately on the same page, and it is intuitive that those are connected?

The issue is that Google and other search engines cannot reliably interpret these connections unless explicitly linked using @id.

Adding to the graph additional schema types is as easy as constructing Lego bricks. Say we want to add an image to the schema:

{
   "@type": "ImageObject",
   "@id": "https://www.example.com/#post-image",
   "url": "https://www.example.com/example.png",
   "contentUrl": "https://www.example.com/example.png",
   "width": 2160,
   "height": 1215,
   "thumbnail": [
     {
        "@type": "ImageObject",
        "url": "https://example.com/4x3/photo.jpg",
        "width": 1620,
        "height": 1215
      },
      {
        "@type": "ImageObject",
        "url": "https://example.com/16x9/photo.jpg",
        "width": 1440,
        "height": 810
      },
      {
        "@type": "ImageObject",
        "url": "https://example.com/1x1/photo.jpg",
        "width": 1000,
        "height": 1000
      }
    ]
}

As you already know from the NewsArticle schema, you need to add it to the above schema graph as a parent node and link via @id.

As you do that, it will have this structure:



Quite easy, isn’t it? Now that you understand the main principle, you can build your own schema based on the content you have on your website.

And since we live in the age of AI, you may also want to use ChatGPT or other chatbots to help you build any schema you want.

2. Microdata Schema Format

Microdata is a set of tags that aims to make annotating HTML elements with machine-readable tags much easier.

However, the one downside to using Microdata is that you have to mark every individual item within the body of your webpage. As you can imagine, this can quickly get messy.

Take a look at this sample HTML code, which corresponds to the above JSON schema with NewsArticle:

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000, we have grown to a team of 200 dedicated employees.

Our slogan is: "Innovation at its best".

Contact us at +1-800-555-1212 for customer service.

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.

Author: John Doe. Connect with John on Twitter and LinkedIn.

If we convert the above JSON-LD schema into Microdata format, it will look like this:

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000-01-01, we have grown to a team of 200 dedicated employees.

Our slogan is: Innovation at its best.

Contact us at +1-800-555-1212 for Customer Service.

Example Company Logo

Connect with us on: Facebook, Twitter, LinkedIn

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.

Author:

Example image

This example shows how complicated it becomes compared to JSON-LD since the markup is spread over HTML. Let’s understand what is in the markup.

You can see

tags like:


By adding this tag, we’re stating that the HTML code contained between the

blocks identifies a specific item.

Next, we have to identify what that item is by using the ‘itemtype’ attribute to identify the type of item (Person).


An item type comes in the form of a URL (such as https://schema.org/Person). Let’s say, for example, you have a product you may use http://schema.org/Product.

To make things easier, you can browse a list of item types here and view extensions to identify the specific entity you’re looking for. Keep in mind that this list is not all-encompassing but only includes ones that are supported by Google, so there is a possibility that you won’t find the item type for your specific niche.

It may look complicated, but Schema.org provides examples of how to use the different item types so you can see what the code is supposed to do.

Don’t worry; you won’t be left out in the cold trying to figure this out on your own!

If you’re still feeling a little intimidated by the code, Google’s Structured Data Markup Helper makes it super easy to tag your webpages.

To use this amazing tool, just select your item type, paste in the URL of the target page or the content you want to target, and then highlight the different elements so that you can tag them.

3. RDFa Schema Format

RDFa is an acronym for Resource Description Framework in Attributes. Essentially, RDFa is an extension to HTML5 designed to aid users in marking up structured data.

RDFa isn’t much different from Microdata. RDFa tags incorporate the preexisting HTML code in the body of your webpage. For familiarity, we’ll look at the same code above.

The HTML for the same JSON-LD news article will look like:

vocab="https://schema.org/" typeof="WebSite" resource="https://www.example.com/#website">

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000-01-01, we have grown to a team of 200 dedicated employees.

Our slogan is: Innovation at its best.

Contact us at +1-800-555-1212 for Customer Service.

https://www.example.com Example Company Logo

Connect with us on: Facebook, Twitter, LinkedIn

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

https://www.example.com/about

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.

Author: John Doe Profile Twitter LinkedIn

Example image

Unlike Microdata, which uses a URL to identify types, RDFa uses one or more words to classify types.

vocab=”http://schema.org/” typeof=”WebPage”>

If you wish to identify a property further, use the ‘typeof’ attribute.

Let’s compare JSON-LD, Microdata, and RDFa side by side. The @type attribute of JSON-LD is equivalent to the itemtype attribute of Microdata format and the typeof attribute in RDFa. Furthermore, the propertyName of JSON-LD attribute would be the equivalent of the itemprop and property attributes.

Attribute Name JSON-LD Microdata RDFa
Type @type itemtype typeof
ID @id itemid resource
Property propertyName itemprop property
Name name itemprop=”name” property=”name”
Description description itemprop=”description” property=”description”

For further explanation, you can visit Schema.org to check lists and view examples. You can find which kinds of elements are defined as properties and which are defined as types.

To help, every page on Schema.org provides examples of how to apply tags properly. Of course, you can also fall back on Google’s Structured Data Testing Tool.

4. Mixing Different Formats Of Structured Data With JSON-LD

If you use JSON-LD schema but certain parts of pages aren’t compatible with it, you can mix schema formats by linking them via @id.

For example, if you have live blogging on the website and a JSON-LD schema, including all live blogging items in the JSON schema would mean having the same content twice on the page, which may increase HTML size and affect First Contentful Paint and Largest Contentful Paint page speed metrics.

You can solve this either by generating JSON-LD dynamically with JavaScript when the page loads or by marking up HTML tags of live blogging via the Microdata format, then linking to your JSON-LD schema in the head section via “@id“.

Here is an example of how to do it.

Say we have this HTML with Microdata markup with itemid="https://www.example.com/live-blog-page/#live-blog"

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We can link to it from the sample JSON-LD example we had like this:



If you copy and paste HTML and JSON examples underneath in the schema validator tool, you will see that they are validating properly.

The schema validator does validate the above example.The schema validator does validate the above example.

The SEO Impact Of Structured Data

This article explored the different schema encoding types and all the nuances regarding structured data implementation.

Schema is much easier to apply than it seems, and it’s a best practice you must incorporate into your webpages. While you won’t receive a direct boost in your SEO rankings for implementing Schema, it can:

  • Make your pages eligible to appear in rich results.
  • Ensure your pages get seen by the right users more often.
  • Avoid confusion and ambiguity.

The work may seem tedious. However, given time and effort, properly implementing Schema markup is good for your website and can lead to better user journeys through the accuracy of information you’re supplying to search engines.


Image Credits

Featured Image: Paulo Bobita
Screenshot taken by author

 

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Looking for a Content Marketing Solution to Increase Traffic and Revenue? I’m the founder of Measurable SEO and former COO ...

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Gen Z Ditches Google, Turns To Reddit For Product Searches

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In this photo illustration, the Reddit logo is displayed on a smartphone screen.

A new report from Reddit, in collaboration with GWI and AmbassCo, sheds light on the evolving search behaviors of Generation Z consumers.

The study surveyed over 3,000 internet users across the UK, US, and Germany, highlighting significant changes in how young people discover and research products online.

Here’s an overview of key findings and the implications for marketers.

Decline In Traditional Search

The study found that Gen Z uses search engines to find new brands and products less often.

That’s because they shop online differently. They’re less interested in looking for expert reviews or spending much time searching for products.

There are also frustrations with mobile-friendliness and complex interfaces on traditional search platforms.

Because of this, traditional SEO strategies might not work well for reaching younger customers.

Takeaway

Companies trying to reach Gen Z might need to try new methods instead of just focusing on being visible on Google and other search engines.

Rise Of Social Media Discovery

Screenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Gen Z is increasingly using social media to find new brands and products.

The study shows that Gen Z has used social media for product discovery 36% more frequently since 2018.

This change is affecting how young people shop online. Instead of searching for products, they expect brands to appear in their social media feeds.

1719123963 547 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Because of this, companies trying to reach young customers need to pay more attention to how they present themselves on social media.

Takeaway

To succeed at marketing to Gen Z, businesses will likely need to focus on two main things:

  1. Ensure that your content appears more often in social media feeds.
  2. Create posts people want to share and interact with.

Trust Issues With Influencer Marketing

Even though more people are finding products through social media, the report shows that Gen Z is less likely to trust what social media influencers recommend.

These young shoppers often don’t believe in posts that influencers are paid to make or products they promote.

Instead, they prefer to get information from sources that feel more real and are driven by regular people in online communities.

Takeaway

Because of this lack of trust, companies must focus on being genuine and building trust when they try to get their websites to appear in search results or create ads.

Some good ways to connect with these young consumers might be to use content created by regular users, encourage honest product reviews, and create authentic conversations within online communities.

Challenges With Current Search Experiences

The research shows that many people are unhappy with how search engines work right now.

More than 60% of those surveyed want search results to be more trustworthy. Almost half of users don’t like looking through many search result pages.

Gen Z is particularly bothered by inaccurate information and unreliable reviews.

1719123963 785 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Takeaway

Given the frustration with search quality, marketers should prioritize creating accurate, trustworthy content.

This can help build brand credibility, leading to more direct visits.

Reddit: A Trusted Alternative

The report suggests that Gen Z trusts Reddit when looking up products—it’s their third most trusted source, after friends and family and review websites.

1719123963 403 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Young users like Reddit because it’s community-based and provides specific answers to users’ questions, making it feel more real.

It’s worth noting that this report comes from Reddit itself, which probably influenced why it’s suggesting its own platform.

Takeaway

Companies should focus more on being part of smaller, specific online groups frequented by Gen Z.

That could include Reddit or any other forum.

Why SEJ Cares

As young people change how they look for information online, this study gives businesses important clues about connecting with future customers.

Here’s what to remember:

  • Traditional search engine use is declining among Gen Z.
  • Social media is increasingly vital for product discovery.
  • There’s growing skepticism towards influencer marketing.
  • Current search experiences often fail to meet user expectations.
  • Community-based platforms like Reddit are gaining trust.

Featured Image: rafapress/Shutterstock

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Google Clarifies Organization Merchant Returns Structured Data

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Google updates organization structured data for merchant returns

Google quietly updated their organization structured data documentation in order to clarify two points about merchant returns in response to feedback about an ambiguity in the previous version.

Organization Structured Data and Merchant Returns

Google recently expanded their Organization structured data so that it could now accommodate a merchant return policy. The change added support for adding a sitewide merchant return policy.

The original reason for adding this support:

“Adding support for Organization-level return policies

What: Added documentation on how to specify a general return policy for an Organization as a whole.

Why: This makes it easier to define and maintain general return policies for an entire site.”

However that change left unanswered about what will happen if a site has a sitewide return policy but also has a different policy for individual products.

The clarification applies for the specific scenario of when a site uses both a sitewide return policy in their structured data and another one for specific products.

What Takes Precedence?

What happens if a merchant uses both a sitewide and product return structured data? Google’s new documentation states that Google will ignore the sitewide product return policy in favor of a more granular product-level policy in the structured data.

The clarification states:

“If you choose to provide both organization-level and product-level return policy markup, Google defaults to the product-level return policy markup.”

Change Reflected Elsewhere

Google also updated the documentation to reflect the scenario of the use of two levels of merchant return policies in another section that discusses whether structured data or merchant feed data takes precedence. There is no change to the policy, merchant center data still takes precedence.

This is the old documentation:

“If you choose to use both markup and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

This is the same section but updated with additional wording:

“If you choose to use both markup (whether at the organization-level or product-level, or both) and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

Read the newly updated Organization structured data documentation:

Organization (Organization) structured data – MerchantReturnPolicy

Featured Image by Shutterstock/sutlafk

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