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TikTok Has A New Way For Advertisers Reach Users

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TikTok Has A New Way For Advertisers Reach Users

The hottest social media platform is dialing up the heat on its advertising capabilities.

In the past few months, TikTok has added new features available for advertisers as a way to help monetize its platform.

The newest addition to advertisers is called TikTok Pulse: a way for brands to help be part of the everyday moments and culture that the community engages in.

What Is TikTok Pulse?

TikTok Pulse is a new contextual advertising solution, meaning your ads show around top content.

More specifically, your ads can show next to content in a users’ For You feed.

TikTok stated that its new Pulse solution will show your brand’s TikTok ad among the top 4% of all videos on that platform.

Additional benefits of TikTok Pulse include:

  • Drive engagement and action
  • Confidence in brand suitability measurements

Currently, TikTok will offer 12 categories of Pulse for brands to choose where to show their content. Some of the categories included (but not all encompassing) are:

  • Beauty
  • Fashion
  • Cooking
  • Gaming

By allowing you to choose the category of where your ads show, it gives you the ability to engage with the groups that are most relevant to you.

To make sure that your ads are running next to top content, TikTok will be using its in-house created inventory filter.

They ensure that the content shown is verified content at its highest level of brand suitability on the platform.

One way you’ll be able to measure that impact is through its third party brand suitability and viewability verification. You’ll have access to these tools for post campaign measurement.

An Emerging Revenue Sharing Program

Because TikTok’s platform is so diverse of individual creators, public figures, and advertisers, the company is pursuing its first revenue share program.

As of now, individual creators and media publishers who have at least 100k followers are eligible for the program.

We will update this post when more information is available about the new revenue sharing program.


Source: TikTok

Featured Image: Kaspars Grinvalds/Shutterstock

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SEO

Crawl Errors And Crawl Budget: Are They Ranking Factors?

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Crawl Errors And Crawl Budget: Are They Ranking Factors?

Crawling is the first step on any page’s journey to a results page.

Search engines must discover your page before evaluating it and deciding where to place it in the results.

Crawling the web is a resource-intensive process. Search engines like Google draw from hundreds of billions of webpages, videos, images, products, documents, books, etc., to deliver query results.

So, they prioritize crawling efforts to conserve resources and the load on the websites they’re visiting.

There’s a limit on how much time crawlers can spend on you.

The amount of time that Google devotes to crawling a site is called the site’s crawl budget.

Any technical hiccups that interrupt Google’s ability to crawl your site are called crawl errors.

Smaller sites are not likely to be affected. When you hit over a few thousand URLs, it becomes essential to help Googlebot discover and prioritize the content to crawl and when and how much of the server resources to allocate.

Given it’s the starting point, you may wonder: Is how well Google can crawl my website a ranking factor?

[Deep Dive:] The Complete Guide To Google Ranking Factors

The Claim: Crawl Errors And Crawl Budget As Ranking Factors

Reducing crawl errors and improving the crawl budget are both major focuses of technical SEO, and for a good reason!

You invest tens or hundreds of thousands of dollars a year creating high-quality content, then hit publish, and all you can do is wait for your hard work to appear in search results.

The trouble is, if Google doesn’t crawl a page due to an error or limited crawl budget, the page can’t rank for anything at all.

For a page to appear in Google search results, it must first be crawled by Googlebot.

That is why some marketers consider crawl budget a ranking factor.

Let’s see if there is any evidence to support that claim.

The Evidence: Crawl Errors And Crawl Budget As Ranking Factors

Understanding how a page gets from a website to the search engine result page (SERP) is essential to determine if crawl budget could be a ranking factor.

The process involves three steps: crawling, indexing, and ranking.

Read about the intricacies of the process in SEJ’s ebook, “How Search Engines Work.

Crawl budget and crawl errors fall under “crawling”; bots follow links to discover pages.

Indexing is analyzing a page and storing it in a catalog for easy retrieval.

After a page has been crawled and indexed, it is eligible to display in search results.

Ranking essentially lists the most relevant webpage at the top of search results, followed by the other pages, based on how well Google thinks the page answers the query.

The ranking stage includes most of the analysis performed by Google’s algorithms. To be considered a ranking factor, something needs to be given weight during the ranking stage.

While crawling is required for ranking once met, this prerequisite is not weighted during ranking.

Just in case that doesn’t fully settle the issue for you:

Google addresses whether or not crawling is a ranking factor directly in their “Top questions” section of the Google Search Central blog.

Screenshot from Google Search Central, June 2022Crawl Errors And Crawl Budget: Are They Ranking Factors?

Google’s documentation reassures readers that while crawling is necessary for being in search results, it is not a ranking factor.

[Discover:] More Google Ranking Factor Insights

Our Verdict: Crawl Errors And Crawl Budget Are Not Ranking Factors

Crawl Errors And Crawl Budget: Are They Ranking Factors?

Crawl Errors And Crawl Budget: Are They Ranking Factors?

Google determines rankings by many factors. However, crawl errors and crawl budgets are not one of them.

Think of crawling as the entry point into Google’s search results.

Search engines need to be able to crawl your website to index your pages. Indexing is required for ranking. But, an increased crawl budget is not responsible for better positions in search results.


Featured Image: Paulo Bobita/Search Engine Journal

Ranking Factors: Fact Or Fiction? Let’s Bust Some Myths! [Ebook]Ranking Factors: Fact Or Fiction? Let’s Bust Some Myths! [Ebook]

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