Connect with us

SEO

Shopify SEO Gets Easier With Yoast App

Published

on

Shopify SEO Gets Easier With Yoast App

[ad_1]

Optimizing Shopify product pages and blogs gets easier with Yoast SEO, which launches this month and offers the same features as the popular WordPress plugin.

Slated to launch on January 18, Yoast SEO for Shopify will be available in 27 languages and come with a 14 day free trial.

After the trial period, Yoast SEO for Shopify will charge a subscription fee of $29 per month.

If you’re familiar with Yoast SEO for WordPress, which has over 5 million active installations, you’ll know exactly what to do with the Shopify app.

Here’s a rundown of key features:

  • SEO analysis: Helps with optimizing your posts for desired keyphrases. Yoast’s understanding of related keyphrases and synonyms helps you write naturally.
  • Readability analysis: Create SEO-friendly product pages and blogs with real-time readability analysis that shows show how and where your content can be improved.
  • Automatic structured data: Yoast SEO automatically adds important structured data that helps Google understand what your website is about.
  • Social media previews: In addition to visualizing what your products and posts look like on Google, you can see how they’ll look when they get shared on social media.

Advertisement

Continue Reading Below

Paid users will get access to the Yoast SEO academy, which offers seven courses and accompanying quizzes to test your knowledge. Yoast also offers its customers 24/7 priority support.

Advertisement

You can learn more the Shopify app on January 20, during Yoast’s online version of YoastCon with speakers talking about all things ecommerce SEO. YoastCon will be geared toward Shopify users and WordPress users alike.

Why Shopify?

If you’re familiar with Yoast as a company, you may be aware that it has only supported open-source platforms.

That may lead you to wonder why Yoast is suddenly supporting Shopify, which is closed source.

Advertisement

Continue Reading Below

Yoast addressed that question in an announcement, noting the obvious that this allows the company to sell its product to more people.

But there’s more to it than that, as Shopify creates opportunities for small businesses to sell products directly to consumers, rather than going through a third party.

Yoast wants to be a part of that mission, stating:

Advertisement

“We strongly believe in Shopify’s mission to bring small businesses online. We feel that it is important for the internet that people have their own website and not sell their products via a third party. With our Yoast SEO for Shopify app, we want to help people rank with their own online store.”

What About WordPress?

Yoast SEO for WordPress isn’t going anywhere and will continue to receive the same level of support.

The company affirms it remains committed to “Five For The Future,” which is an initiative where companies pledge 5% of their resources to the WordPress project.

Source: Yoast


Featured Image: Wirestock Creators/Shutterstock

fbq('trackSingle', '1321385257908563', 'ViewContent', { content_name: 'shopify-seo-yoast', content_category: 'news shopify ' });

[ad_2]

Source link

SEO

B2B PPC Experts Give Their Take On Google Search On Announcements

Published

on

B2B PPC Experts Give Their Take On Google Search On Announcements

Google hosted its 3rd annual Search On event on September 28th.

The event announced numerous Search updates revolving around these key areas:

  • Visualization
  • Personalization
  • Sustainability

After the event, Google’s Ad Liason, Ginny Marvin, hosted a roundtable of PPC experts specifically in the B2B industry to give their thoughts on the announcements, as well as how they may affect B2B. I was able to participate in the roundtable and gained valuable feedback from the industry.

The roundtable of experts comprised of Brad Geddes, Melissa Mackey, Michelle Morgan, Greg Finn, Steph Bin, Michael Henderson, Andrea Cruz Lopez, and myself (Brooke Osmundson).

The Struggle With Images

Some of the updates in Search include browsable search results, larger image assets, and business messages for conversational search.

Brad Geddes, Co-Founder of Adalysis, mentioned “Desktop was never mentioned once.” Others echoed the same sentiment, that many of their B2B clients rely on desktop searches and traffic. With images showing mainly on mobile devices, their B2B clients won’t benefit as much.

Another great point came up about the context of images. While images are great for a user experience, the question reiterated by multiple roundtable members:

  • How is a B2B product or B2B service supposed to portray what they do in an image?

Images in search are certainly valuable for verticals such as apparel, automotive, and general eCommerce businesses. But for B2B, they may be left at a disadvantage.

More Uses Cases, Please

Ginny asked the group what they’d like to change or add to an event like Search On.

Advertisement

The overall consensus: both Search On and Google Marketing Live (GML) have become more consumer-focused.

Greg Finn said that the Search On event was about what he expected, but Google Marketing Live feels too broad now and that Google isn’t speaking to advertisers anymore.

Marvin acknowledged and then revealed that Google received feedback that after this year’s GML, the vision felt like it was geared towards a high-level investor.

The group gave a few potential solutions to help fill the current gap of what was announced, and then later how advertisers can take action.

  • 30-minute follow-up session on how these relate to advertisers
  • Focus less on verticals
  • Provide more use cases

Michelle Morgan and Melissa Mackey said that “even just screenshots of a B2B SaaS example” would help them immensely. Providing tangible action items on how to bring this information to clients is key.

Google Product Managers Weigh In

The second half of the roundtable included input from multiple Google Search Product Managers. I started off with a more broad question to Google:

  • It seems that Google is becoming a one-stop shop for a user to gather information and make purchases. How should advertisers prepare for this? Will we expect to see lower traffic, higher CPCs to compete for that coveted space?

Cecilia Wong, Global Product Lead of Search Formats, Google, mentioned that while they can’t comment directly on the overall direction, they do focus on Search. Their recommendation:

  • Manage assets and images and optimize for best user experience
  • For B2B, align your images as a sneak peek of what users can expect on the landing page

However, image assets have tight restrictions on what’s allowed. I followed up by asking if they would be loosening asset restrictions for B2B to use creativity in its image assets.

Google could not comment directly but acknowledged that looser restrictions on image content is a need for B2B advertisers.

Is Value-Based Bidding Worth The Hassle?

The topic of value-based bidding came up after Carlo Buchmann, Product Manager of Smart Bidding, said that they want advertisers to embrace and move towards value-based bidding. While the feedback seemed grim, it opened up for candid conversation.

Melissa Mackey said that while she’s talked to her clients about values-based bidding, none of her clients want to pull the trigger. For B2B, it’s difficult to assess the value on different conversion points.

Advertisement

Further, she stated that clients become fixated on their pipeline information and can end up making it too complicated. To sum up, they’re struggling to translate the value number input to what a sale is actually worth.

Geddes mentioned that some of his more sophisticated clients have moved back to manual bidding because Google doesn’t take all the values and signals to pass back and forth.

Finn closed the conversation with his experience. He emphasized that Google has not brought forth anything about best practices for value-based bidding. By having only one value, it seems like CPA bidding. And when a client has multiple value inputs, Google tends to optimize towards the lower-value conversions – ultimately affecting lead quality.

The Google Search Product Managers closed by providing additional resources to dig into overall best practices to leverage search in the world of automation.

Closing Thoughts

Google made it clear that the future of search is visual. For B2B companies, it may require extra creativity to succeed and compete with the visualization updates.

However, the PPC roundtable experts weighed in that if Google wants advertisers to adopt these features, they need to support advertisers more – especially B2B marketers. With limited time and resources, advertisers big and small are trying to do more with less.

Marketers are relying on Google to make these Search updates relevant to not only the user but the advertisers. Having clearer guides, use cases, and conversations is a great step to bringing back the Google and advertiser collaboration.

A special thank you to Ginny Marvin of Google for making space to hear B2B advertiser feedback, as well as all the PPC experts for weighing in.

Advertisement

Featured image: Shutterstock/T-K-M

fbq('track', 'PageView');

fbq('trackSingle', '1321385257908563', 'ViewContent', { content_name: 'b2b-ppc-experts-give-their-take-on-google-search-on-announcements', content_category: 'news pay-per-click seo' }); } });



Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish