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2 Ways To Crush Scrapers & Hackers With Wordfence

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2 Ways To Crush Scrapers & Hackers With Wordfence

Wordfence is a popular WordPress security plugin. Among the features are scanner that monitors for hacked files and a firewall with regularly updated rules that proactively blocks malicious bots.

There’s also a useful feature tucked away in the tool that makes user-configurable firewall rules available that can supercharge your ability to block hackers, scrapers and spammers.

For some reason this tool is not immediately visible and you have to click through several menus to find it.

But once you find it you’ll discover an easy and effective way to block scrapers, hackers and spammers from attacking your site.

Scrapers are especially troublesome because they plagiarize your content and publish it elsewhere.

Now, with the tool provided by Wordfence you can do something about those scrapers.

Using a tool like Wordfence can help reduce the amount of content that scrapers can plagiarize.

There are many WordPress security plugins and SaaS solutions to choose from that are highly recommended, including Sucuri Security and Cloudflare. Wordfence is one of many security solutions available and it’s up to you to figure out which feels more comfortable within your workflow.

Wordfence and other solutions function fine as a set it and forget it solution.

However, in my experience I have found that the user configurable firewall in Wordfence gives one an opportunity to dial up the bot hammering power and really stick it to the hackers and scrapers.

But before you dial up the firewall it’s important to know how far these firewall rules can be taken and we’ll take a look at that, too.

Wordfence WordPress Security

Wordfence is trusted by over 4 million users for protecting their WordPress sites.

The default Firewall behavior is to block bots that grab too many pages too fast or bots and humans that display activities that signal an intent to hack the site.

The firewall will block the IP address of the rogue bot for a set period of time, after which Wordfence drops the block.

The default settings on the firewall works great.

But sometimes bots still get through and are able to scrape a site or probe it for vulnerabilities by scraping the site slowly.

A common approach by hackers is to set a bot to hit the site quickly and when it gets blocked it will rotate to other IP addresses and user agents, which causes a firewall to start the detection process all over again.

But these bots aren’t always programmed very well which makes it easy to block them more efficiently than with the default Wordfence settings.

Background Information About Wordfence Firewall Rules

It’s possible to accomplish efficient bot blocking with server level tools, multiple plugins and even by the use of an .htaccess file.

But editing an .htaccess file can be tricky because there are strict rules to follow and a mistake in the .htaccess file can cause the entire site to fail.

Using firewall rules is simply an easier way to block bots.

What Can You Block With Wordfence?

Wordfence allows you to create rules to block according to each of the following reasons:

  • IP Address Range
  • Hostname
  • Browser User Agent
  • Referrer

IP Address Range

IP address means the IP address of the server or ISP that the bot or human is coming from.

Hostname

Hostname means the name of the host. The host isn’t always declared, sometimes the bot/human visitor displays just an IP address.

Browser User Agent

Every site visitor generally tells the server what browser it is using. Browser User Agent means the browser that the visitor says it’s using.  A bot can say it’s virtually any browser, which they sometimes do in order to evade detection.

Referrer

This is a page that a bot or human supposedly clicked a link from.

Wordfence Custom Pattern Blocking

The way to block bad bots using any of the above four variables is by adding a custom rule in the Custom Pattern Blocking tool.

Here’s how to reach it.

Step 1

Click the link to the Firewall from the left side admin menu in WordPress

Step 2

Choose the tab labeled Blocking

Wordfence step 2

Step 3

Choose the “Custom Pattern” tab and create a firewall rule in the appropriate field. One of the fields is labeled “Block Reason.” Use that field to add a descriptive phrase like Hostname, User Agent or whatever. It will help you to review all rules you create by being able to sort by what kind of block it is.

Wordfence step 3

Step 4

Wordfence step 4

Step 5

Make your rule by clicking the “Block Visitors Matching This Pattern” button and you’re done.

Wordfence step 5

Wordfence rules can use the asterisk (*) as a wild card.

Should You Block IP Addresses with Wordfence?

Wordfence makes it easy for a publisher to set up firewall rules that efficiently blocks bots.

That’s a blessing but it can also be a curse. For example, permanently blocking thousands of IP addresses using Wordfence firewall is not efficient and probably not a proper use of Wordfence.

Temporarily blocking IP addresses is fine. Permanently blocking IP addresses probably not fine because, as I understand it, going by memory, this can bloat or slow down your WordPress installation.

In general, permanently blocking thousands or even millions of IP addresses is best accomplished with an .htaccess file.

Hostname Blocking with Wordfence

Blocking a hostname with Wordfence can be a way to block hackers, spammers and scrapers. By clicking Wordfence > Tools you can view the Wordfence Live Traffic log.

That shows you bot and human visitors, including bots that were blocked automatically by Wordfence.

Not all site visitors display their hostname. However in some cases they do display their hostname and that makes it easy to block an entire web host.

For example, one site, for whatever reason, attracts DDOS levels of bot traffic from a single host. None of my other sites attracts that much attention from this host, just this one site.

Between March 2020 and December 2021 that one site received over 250,000 attacks and every single one of them was blocked by Wordfence.

Clearly, blocking bots by hostname can be useful if you want to block a cloud host that sends nothing but hackers and scrapers.

However some hosts, like Amazon Web Services (AWS) send both bad bots and good bots. Blocking AWS servers can also inadvertently block good bots.

So it’s important to monitor you’re traffic and be absolutely certain that blocking a hostname will not backfire.

On the other hand, if you have no use for traffic from Russia or China, then it’s easy to block hackers, scrapers and spammers from those two countries by creating a firewall rule using the hostname field.

All you have to do is create a rule that blocks all hostnames that end in .ru and .cn. That will block all Russian and Chinese hostnames that end in .ru and .cn.

This is what you enter into the Hostname field:

*.ru
*.cn

This is not meant to encourage anyone to use Wordfence to block Russian and Chinese bots via the hostname. It’s just an example to show how it’s done.

Block Hackers and Scrapers By User Agent

Many rogue bots use old and out of date browser user agents.

After Russia invaded Ukraine I noticed an increase in hacking bots using the Chrome 90 user agent (UA) from the same group of web hosts. Normally bot traffic is different across the different websites. So this stood out when they all looked the same across all of my sites.

Whenever Wordfence automatically blocked these bots for hitting my site too fast the bots would switch IP address and begin hitting the sites over and over again.

So I decided to block these bots by their Browser User Agent (often referred to as simply, UA).

First I checked the StatCounter website to determine how many users around the world are using Chrome 90. According to the StatCounter statistics, Chrome 90 browser share as of January 2022 stood at 0.09% market share in the USA.

At the time of this writing the Chrome browser is at version 100. Considering that Chrome automatically updates browser versions for the vast majority of users it’s not surprising that the usage of Chrome 90 is virtually nothing, so it’s very  unlikely that blocking all visitors using a Chrome 90 browser user agent will not block an actual and legit person visiting your site.

So I determined that it’s safe to block anything that shows up to my site with the Chrome 90 user agent.

However, there are online tools, like GTMetrix and a security server header checker, that use the Chrome 90 user agent.

So if I blocked all versions of Chrome 90 (by using this rule: *Chrome/90.*), I would also block those two online tools.

Another way to do is to look at the specific Chrome 90 variants used by the hackers and the online tools.

GTMetrix and the other tool use this Chrome UA:

Chrome/90.0.4430.212

Hackers and scrapers use these Chrome UAs:

Chrome/90.0.4400.8
Chrome/90.0.4427.0
Chrome/90.0.4430.72
Chrome/90.0.4430.85
Chrome/90.0.4430.86
Chrome/90.0.4430.93

So, if you want to allow the online tools to still scan your site but also block the bad bots, this is an example of how to do it:

*Chrome/90.0.4400.8*
*Chrome/90.0.4427.0*
*Chrome/90.0.4430.72*
*Chrome/90.0.4430.85*
*Chrome/90.0.4430.86*
*Chrome/90.0.4430.93*

This is how to block Chrome/90.0.4430.93:

How to block Chrome 90 with Wordfence

Caveat About Blocking User Agents

Before blocking Chrome 90 I kept checking the Wordfence traffic log (accessible at Wordfence > Tools) in order to be sure that no legit bots, like GTMetrix, are using Chrome 90 was using that user agent.

For example, you might not want to block Chrome 96 because some of Google’s tools use Chrome 96 as a user agent.

Always research whether legitimate bots are using a particular user agent or hostname.

And easy way to research that is by using the Wordfence Traffic Log.

Wordfence Traffic Log

The Wordfence traffic log shows you at a glance all user agents accessing your site in near real-time. The traffic log shows information such as user agent, indicates whether the visitor is a bot or a human, provides the IP address, hostname, the page being accessed and other information that helps determine if a visitor is legit or not.

The way to access the traffic log is by clicking Wordfence > Tools.

Blocking old browser versions is an easy way to block a lot of bad bots.  Chrome versions from the 80, 70, 60, 50, 30 and 40 series are particularly numerous on some sites.

Here’s an example of how to block old Chrome UAs that are  used by bad bots:

*Chrome/8*.*
*Chrome/7*.*
*Chrome/6*.*
*Chrome/5.0*
*Chrome/95.*
*Chrome/5*.*
*Chrome/3*.*
*Chrome/4*.*

Again, the above is not an encouragement to block the above bots.

The reason I would use *Chrome/6*.* is because with a single rule I can block the entire Chrome 60 series of user agents, Chrome 60, 61, 63, etc., without having to write all ten user agents.

I can block the entire 60 series with a single rule.

Do not block the ten and up series like this *Chrome/1*.* because that will also block the most current version of Chrome, Chrome 100.

The above is an example of how to block bad bots using the described Chrome user agents.

Bad bots also use old and retired Firefox browser user agents and some even display python-requests/ as a user agent.

Be Careful When Creating Firewall Rules

Always do your research first to determine what bad bots are using on your own sites and make sure that no legitimate bots or site visitors are using those old and retired browser user agents.

The way to do your research is by inspecting your traffic log files or the Wordfence traffic logs to determine which user agents (or hostnames) are from malicious traffic that you don’t want.




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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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VIP CONTRIBUTOR
Chuck Price

Founder at Measurable SEO

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

Advanced Technical SEO: A Complete Guide



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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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