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Top Video Editing Tools: Pros And Cons

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Top Video Editing Tools: Pros And Cons

We recently published a post about the top video editing tools for beginners.

This article focuses on a smaller number of what are, in my opinion, the best video editing tools, irrespective of experience.

I’m looking at the tools that provide the most power, customizability, and features. Ease of use is a consideration but not a primary concern.

As a rule, in-depth video editors have a steep learning curve for beginners.

Let’s get started.

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1. Adobe Premiere Pro

  • 7-day free trial.
  • $35.99 per user for a business license.

Adobe is probably the biggest name in professional creative software.

One of the coolest things about Adobe is the Creative Cloud, which lets you mix and match software to build a suite that you can use for any creative project, no matter how demanding.

Adobe tools work together, so people with different creative skill sets can collaborate on the same project.

If you’re already using Adobe programs or Creative Cloud, adding Premiere Pro is a no-brainer.

If you don’t use Adobe’s other software, you won’t be using Creative Cloud to its potential, and you may want to look into other solutions.

Personally, I find Premiere Pro’s user interface a little more difficult to learn and customize than other software. Your experience may differ.

On the other hand, the video effects and transitions functions are the right mix of powerful and user-friendly.

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The business license for Adobe software is more expensive than individual licenses, so the expense can be a factor as well.

Pros Of Premiere Pro

  • Access to Creative Cloud, which includes assets (such as fonts), storage, and collaboration tools.
  • Easy integration with other Adobe software.
  • Industry-standard tools: Adobe is one of the most feature-complete options, especially when you add other creative software from the suite.
  • Excellent performance: Premiere Pro is very well-optimized and runs smoothly.
  • User-friendly effects workflows.

Cons Of Premiere Pro

  • An expensive option: The business license is more expensive than the personal license ($35.99 monthly for Premiere Pro ad hoc).
  • This is a per-user cost: Each license only allows installation on two computers and one active sign-in at a time.
  • No single-payment/lifetime purchase options.
  • The UI and features can have a high learning curve, even among advanced software tools.
  • Not as much stock access as some other software, especially when it comes to audio stock.
  • You may need to purchase licenses for other Adobe products to perform certain tasks and create certain effects.

2. DaVinci Resolve

  • Free version with no watermark.
  • A one-time purchase is $295 with two devices per license.

DaVinci Resolve is somewhat of a love-it-or-hate-it piece of software. Some people swear by it, and other people will tell you to use literally anything else.

I’m one of the former. I quite like its UI and features, although this could simply be because it’s the software I learned first.

The website boasts that major Hollywood studios use DaVinci Resolve and that the software includes everything they need to produce feature films.

Many people will tell you that it has the best color correction in the business. Many use it exclusively for color, even if they do the rest of their editing with other tools.

In terms of raw power, the underlying technology lives up to its claims of being industry standard.

The cool thing about DaVinci Resolve is that the base version is free, even for commercial use, with no watermark.

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The free version includes most of the features you need to perform all but the most advanced tasks – although they gate much of their stock behind the paid version.

Critically, the most advanced color features are also locked behind the paid version. The paid version is a one-time purchase with no monthly subscription, which is honestly quite rare in the SaaS industry.

On the negative side, this software isn’t as well-optimized as others, especially when it comes to creating effects. Performance can be an issue.

While DaVinci Resolve has a great roster of premade transitions and effects, creating and modifying custom effects can be frustrating and confusing.

The “Fusion” tab, where you can create and modify effects, is not only complex but also resource-intensive.

Don’t get me wrong; the Fusion integration is extremely powerful. But it’s for advanced users in terms of both experience and technology. You can make a project unmanageably resource-intensive by overusing Fusion unless you have a powerful machine.

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Pros Of DaVinci Resolve

  • Exceptional color grading; likely the best.
  • Intuitive interface, including a very helpful project manager window.
  • The free version is licensed for commercial use.
  • One-time purchase for the paid version ($295) with two active devices per license.
  • With the paid version, you get a large library of stock effects and audio, including Foley sounds.

Cons Of DaVinci Resolve

  • DaVinci Resolve is hungry. Your processing power and RAM are an all-you-can-eat buffet, and Resolve is returning for another plate. This is especially noticeable when working with Fusion effects and rendering files.
  • While powerful, the Fusion tab is difficult to use with a high learning curve. This creates a barrier to animation and effects work, which is much easier in other software (in addition to the high system requirements).
  • The UI doesn’t offer much customization.
  • Few direct software integrations and plugins. Compared to Adobe, DaVinci Resolve won’t integrate as easily with other creative software, and you may not find as many third-party plugins.

3. OpenShot

OpenShot is unique on this list because it’s completely open-source. That fact alone should put it on your radar.

It may not be as polished as other tools, and it may not have as many direct integrations – but when it comes to customization, plugins, documentation, and support, nothing quite beats an open-source project.

And, of course, it’s free, with no watermarks.

OpenShot isn’t the only open-source editor; there’s also ShotCut. OpenShot edged it out for this list, but I encourage you to check them both out.

You do need to keep in mind that free, open-source software comes with tradeoffs. The support and updates can lag behind paid software, and you may notice bugs and performance issues.

While there won’t be as much official support, the real strength of open-source software is its community. It is built, supported, and used by exceptionally passionate and skilled individuals.

For intermediate users, this can be better than a polished series of videos or training manuals because you can get experienced answers to specific questions quickly.

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That isn’t to say OpenShot doesn’t have video tutorials. It absolutely has those as well!

OpenShot puts a lot of emphasis on user experience and user-friendliness. In-software tooltips guide you through the UI, and its basic editing tools are easy-to-use.

However, more advanced tasks, like custom effects and transitions, are much more difficult.

You also won’t find stock library integrations like some of the paid tools.

Pros Of OpenShot

  • Open-source and completely free with no watermarks and no gated features.
  • Since it’s open-source, it’s also widely compatible with devices and formats.
  • User-friendly for learning the UI and most basic editing tasks, plus community support.
  • Most of the core features you need out of a video editor that’s accessible to beginners.

Cons Of OpenShot

  • Can suffer from instability and performance issues.
  • Updates and features can lag behind other tools.
  • Limited advanced functionality for effects and animations, with the custom features being difficult to use.
  • A limited selection of pre-created effects and no access to stock libraries.

4. Cyberlink PowerDirector

  • Free version with a watermark.
  • Multiple licenses are available, starting at $99.99 for a lifetime license or $69.99 annually.

PowerDirector is unique on this list. It’s specifically designed and marketed toward lay users. It’s a true attempt to put the powerful tools of advanced video editors into the hands of beginners in a learn-as-you-go environment.

And that’s pretty cool.

CyberLink describes its software as “no experience necessary.”

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It backs that up with all sorts of drag-and-drop tools like animated templates, titles, stickers, overlays, visual stock, and sound stock.

It also has all the necessary tools like color adjustments, speed controls, stabilization, and audio editing.

The idea is that you can start with basic templates, performing light customizations to produce professional-looking work right off the bat. And then you can change things more as you learn.

In my opinion, while I’m very glad that software with this approach exists, the focus on assets comes at the expense of functionality.

Compared to other software on this list, the core editing features like color correction and rendering speed leave something to be desired.

I want to clarify that this is fine if you value user experience over high-fidelity video and audio – which, if you’re building small-scale projects like ads and explainer videos, you might.

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The ease of use might benefit your workflow significantly. The massive and ever-growing libraries of stock make it even more attractive and perhaps one of the best options when it comes to workflow efficiency.

My main gripe with this software is its convoluted version and payment structure. In addition to a free version, there are five different paid plans. Two are lifetime purchases, and three are monthly/annual subscriptions.

At first, the variety of choices seems positive, but the lifetime purchases include significantly fewer features than the monthly subscriptions.

This makes sense. The ongoing subscriptions feature continual updates and cloud benefits that require ongoing support.

But it does make evaluating the different versions difficult, and it certainly gives the appearance that your lifetime license will receive fewer updates and less support.

Pros Of PowerDirector

  • Beginner-friendly tool that combines easy-to-use templates with advanced editing tools.
  • An expansive library of assets, templates, effects, and sounds.
  • Workflows prioritize ease of use and learning, allowing you to customize templates and effects as much or as little as you need.
  • Huge and expanding stock libraries make it an ideal tool for intermediate users and businesses.
  • Cloud storage and other cloud features.

Cons Of PowerDirector

  • Compared to other tools on the list, the core technology and functions seem less powerful and efficient.
  • The free version of the software adds a watermark to your videos, unlike other options.
  • Multiple different paid plans can be confusing. While the options for lifetime purchases are nice to have, they seem to receive fewer updates and less support.
  • You can install PowerDirector on multiple devices but can only use it on one device at a time per license.

5. VEGAS Pro

  • 30-day free trial with a watermark.
  • Lifetime license for $399 or $19.99 per month subscription for the full package, $12.99 per month for a pared-down package.

VEGAS Pro boasts “Academy Award-nominated” tools used in major feature films.

High-powered tools in the software include color, lighting, and transparency adjustments, motion tracking, as well as cool AI tools like resolution upscaling.

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Like Premiere Pro and DaVinci Resolve, you’ll find VEGAS Pro’s underlying technology is industry-leading.

One of the coolest functions that set VEGAS Pro apart is livestreaming. The software is built to support high-level livestreaming with multiple camera and microphone setups. Built-in live broadcast functionality will be very handy for webinars, conferences, and other forms of live video.

Otherwise, this software is highly comparable to Premiere Pro. If you want a similar user experience and similar features but you’re not all-in on Adobe’s Creative Cloud, this could be a good choice.

Compared to the more “legacy” editors on the list, like OpenShot and Premiere Pro, VEGAS Pro’s UI feels cleaner and more polished.

If you have struggled with the user experience of video editors in the past, give VEGAS Pro a try and see if the more modern UI appeals to you.

The flip side is that in an attempt to set itself apart, VEGAS Pro uses some strange terminology and doesn’t guide you well through the UI.

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This is not software for complete beginners, but it’s possible to learn with the tutorials on the website.

Similar to PowerDirector, the pricing model features both a lifetime purchase and a monthly/annual subscription.

Frustratingly, understanding the differences between the packages is even more difficult than PowerDirector. VEGAS Pro’s lifetime purchase offers more value than PowerDirector’s, but it’s also nearly quadruple the price.

The main things that VEGAS Pro gates behind the subscription are mobile functionalities and royalty-free access to the expansive stock libraries.

So if you’re looking for a program with better technology but similar stock support and AI tools as PowerDirector, it might be worth the jump in price.

It’s one of the most expensive options, but if you’re looking for top-of-the-line technology and a modern interface, it might be worth it.

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On the other hand, if you’re not doing complex livestreaming or demanding video projects regularly, the expense may not be justified.

Pros Of VEGAS Pro

  • Industry-leading technology and features with a modern UI design.
  • Excellent livestreaming support.
  • Rivals or surpasses Premiere Pro in terms of feature completeness and power, depending on who you ask. VEGAS Pro positions itself as a direct competitor to Adobe.
  • Direct integration with effects libraries (although, for some of them, you’ll need to pay an additional subscription.)
  • Cool AI features like colorization and upscaling.
  • Cloud storage and other cloud features.

Cons Of VEGAS Pro

  • Expensive, $399 for a lifetime subscription and $19.99 per month for a cloud subscription.
  • The pricing and features structure is unclear; It’s not easy to parse what a lifetime purchase does and doesn’t come with.
  • The lifetime purchase can have two devices/users per license, whereas the monthly subscription allows only one device/user per license.
  • Beginners may find VEGAS Pro difficult to use, and its approach to UX might confuse experienced video editors at first.
  • Access to certain effects libraries requires an additional subscription.
  • While VEGAS Pro is exceptional software, for most mid-level users, what you get from the features may not be worth the expense.

Choosing Video Editing Tools

A video editing tool is a commitment, not just in expense but in the time it takes to build familiarity with the software and its features.

You should pick software based on your current and future needs.

If you expect your video needs to grow, you may want to invest in better software now to avoid having to make a switch.

If your priority is efficiency and ease of use, then it makes sense to check out free software and software with free trials first before you commit.

You can absolutely make free tools like OpenShot and DaVinci Resolve’s free version work for various video types, even demanding ones.

But free software will always be a little more difficult to work with and a little behind the pack regarding features, support, and raw power. It also often doesn’t include easy access to templates and stock.

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It might be worth spending money on software with better integrations and access to stock you can use commercially. This will save time and money in creating or sourcing assets externally.

There’s no single best editor. If you want my personal recommendation, I like DaVinci Resolve for its UI and Adobe Premiere Pro for its stability and power.

But everything on this list is worth a look, and different software might be better for you depending on your use case.

More resources: 


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10 Paid Search & PPC Planning Best Practices

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10 Paid Search & PPC Planning Best Practices

Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.

Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.

Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.

As you review, you’ll find new strategies and features to incorporate into your paid search program, too.

Here are 10 PPC best practices to help you adjust and plan for the months ahead.

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1. Goals

When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.

Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.

You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.

2. Budget Review & Optimization

Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.

To best utilize budgets, consider the following:

  • Reconcile your planned vs. spend for each account or campaign on a regular basis. Depending on the budget size, monthly, quarterly, or semiannually will work as long as you can hit budget numbers.
  • Determine if there are any campaigns that should be eliminated at this time to free up the budget for other campaigns.
  • Is there additional traffic available to capture and grow results for successful campaigns? The ad platforms often include a tool that will provide an estimated daily budget with clicks and costs. This is just an estimate to show more click potential if you are interested.
  • If other paid media channels perform mediocrely, does it make sense to shift those budgets to another?
  • For the overall paid search and paid social budget, can your company invest more in the positive campaign results?

3. Consider New Ad Platforms

If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.

Go beyond your comfort zone in Google, Microsoft, and Meta Ads.

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Here are a few other advertising platforms to consider testing:

  • LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
  • TikTok: Younger Gen Z audience (16 to 24), video.
  • Pinterest: Products, services, and consumer goods with a female-focused target.
  • Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.

Need more detailed information and even more ideas? Read more about the 5 Best Google Ads Alternatives.

4. Top Topics in Google Ads & Microsoft Ads

Recently, trends in search and social ad platforms have presented opportunities to connect with prospects more precisely, creatively, and effectively.

Don’t overlook newer targeting and campaign types you may not have tried yet.

  • Video: Incorporating video into your PPC accounts takes some planning for the goals, ad creative, targeting, and ad types. There is a lot of opportunity here as you can simply include video in responsive display ads or get in-depth in YouTube targeting.
  • Performance Max: This automated campaign type serves across all of Google’s ad inventory. Microsoft Ads recently released PMAX so you can plan for consistency in campaign types across platforms. Do you want to allocate budget to PMax campaigns? Learn more about how PMax compares to search.
  • Automation: While AI can’t replace human strategy and creativity, it can help manage your campaigns more easily. During planning, identify which elements you want to automate, such as automatically created assets and/or how to successfully guide the AI in the Performance Max campaigns.

While exploring new features, check out some hidden PPC features you probably don’t know about.

5. Revisit Keywords

The role of keywords has evolved over the past several years with match types being less precise and loosening up to consider searcher intent.

For example, [exact match] keywords previously would literally match with the exact keyword search query. Now, ads can be triggered by search queries with the same meaning or intent.

A great planning exercise is to lay out keyword groups and evaluate if they are still accurately representing your brand and product/service.

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Review search term queries triggering ads to discover trends and behavior you may not have considered. It’s possible this has impacted performance and conversions over time.

Critical to your strategy:

  • Review the current keyword rules and determine if this may impact your account in terms of close variants or shifts in traffic volume.
  • Brush up on how keywords work in each platform because the differences really matter!
  • Review search term reports more frequently for irrelevant keywords that may pop up from match type changes. Incorporate these into match type changes or negative keywords lists as appropriate.

6. Revisit Your Audiences

Review the audiences you selected in the past, especially given so many campaign types that are intent-driven.

Automated features that expand your audience could be helpful, but keep an eye out for performance metrics and behavior on-site post-click.

Remember, an audience is simply a list of users who are grouped together by interests or behavior online.

Therefore, there are unlimited ways to mix and match those audiences and target per the sales funnel.

Here are a few opportunities to explore and test:

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  • LinkedIn user targeting: Besides LinkedIn, this can be found exclusively in Microsoft Ads.
  • Detailed Demographics: Marital status, parental status, home ownership, education, household income.
  • In-market and custom intent: Searches and online behavior signaling buying cues.
  • Remarketing: Advertisers website visitors, interactions with ads, and video/ YouTube.

Note: This varies per the campaign type and seems to be updated frequently, so make this a regular check-point in your campaign management for all platforms.

7. Organize Data Sources

You will likely be running campaigns on different platforms with combinations of search, display, video, etc.

Looking back at your goals, what is the important data, and which platforms will you use to review and report? Can you get the majority of data in one analytics platform to compare and share?

Millions of companies use Google Analytics, which is a good option for centralized viewing of advertising performance, website behavior, and conversions.

8. Reevaluate How You Report

Have you been using the same performance report for years?

It’s time to reevaluate your essential PPC key metrics and replace or add that data to your reports.

There are two great resources to kick off this exercise:

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Your objectives in reevaluating the reporting are:

  • Are we still using this data? Is it still relevant?
  • Is the data we are viewing actionable?
  • What new metrics should we consider adding we haven’t thought about?
  • How often do we need to see this data?
  • Do the stakeholders receiving the report understand what they are looking at (aka data visualization)?

Adding new data should be purposeful, actionable, and helpful in making decisions for the marketing plan. It’s also helpful to decide what type of data is good to see as “deep dives” as needed.

9. Consider Using Scripts

The current ad platforms have plenty of AI recommendations and automated rules, and there is no shortage of third-party tools that can help with optimizations.

Scripts is another method for advertisers with large accounts or some scripting skills to automate report generation and repetitive tasks in their Google Ads accounts.

Navigating the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal that provides use cases and resources to get started with scripts.

Luckily, you don’t need a Ph.D. in computer science — there are plenty of resources online with free or templated scripts.

10. Seek Collaboration

Another effective planning tactic is to seek out friendly resources and second opinions.

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Much of the skill and science of PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.

You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.

Preparing For Paid Media Success

Strategies should be based on clear and measurable business goals. Then, you can evaluate the current status of your campaigns based on those new targets.

Your paid media strategy should also be built with an eye for both past performance and future opportunities. Look backward and reevaluate your existing assumptions and systems while investigating new platforms, topics, audiences, and technologies.

Also, stay current with trends and keep learning. Check out ebooks, social media experts, and industry publications for resources and motivational tips.

More resources: 

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Google Limits News Links In California Over Proposed ‘Link Tax’ Law

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A brown cardboard price tag with a twine string and a black dollar sign symbol, influenced by the Link Tax Law, set against a dark gray background.

Google announced that it plans to reduce access to California news websites for a portion of users in the state.

The decision comes as Google prepares for the potential passage of the California Journalism Preservation Act (CJPA), a bill requiring online platforms like Google to pay news publishers for linking to their content.

What Is The California Journalism Preservation Act?

The CJPA, introduced in the California State Legislature, aims to support local journalism by creating what Google refers to as a “link tax.”

If passed, the Act would force companies like Google to pay media outlets when sending readers to news articles.

However, Google believes this approach needs to be revised and could harm rather than help the news industry.

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Jaffer Zaidi, Google’s VP of Global News Partnerships, stated in a blog post:

“It would favor media conglomerates and hedge funds—who’ve been lobbying for this bill—and could use funds from CJPA to continue to buy up local California newspapers, strip them of journalists, and create more ghost papers that operate with a skeleton crew to produce only low-cost, and often low-quality, content.”

Google’s Response

To assess the potential impact of the CJPA on its services, Google is running a test with a percentage of California users.

During this test, Google will remove links to California news websites that the proposed legislation could cover.

Zaidi states:

“To prepare for possible CJPA implications, we are beginning a short-term test for a small percentage of California users. The testing process involves removing links to California news websites, potentially covered by CJPA, to measure the impact of the legislation on our product experience.”

Google Claims Only 2% of Search Queries Are News-Related

Zaidi highlighted peoples’ changing news consumption habits and its effect on Google search queries (emphasis mine):

“It’s well known that people are getting news from sources like short-form videos, topical newsletters, social media, and curated podcasts, and many are avoiding the news entirely. In line with those trends, just 2% of queries on Google Search are news-related.”

Despite the low percentage of news queries, Google wants to continue helping news publishers gain visibility on its platforms.

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However, the “CJPA as currently constructed would end these investments,” Zaidi says.

A Call For A Different Approach

In its current form, Google maintains that the CJPA undermines news in California and could leave all parties worse off.

The company urges lawmakers to consider alternative approaches supporting the news industry without harming smaller local outlets.

Google argues that, over the past two decades, it’s done plenty to help news publishers innovate:

“We’ve rolled out Google News Showcase, which operates in 26 countries, including the U.S., and has more than 2,500 participating publications. Through the Google News Initiative we’ve partnered with more than 7,000 news publishers around the world, including 200 news organizations and 6,000 journalists in California alone.”

Zaidi suggested that a healthy news industry in California requires support from the state government and a broad base of private companies.

As the legislative process continues, Google is willing to cooperate with California publishers and lawmakers to explore alternative paths that would allow it to continue linking to news.

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The Best of Ahrefs’ Digest: March 2024

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The Best of Ahrefs’ Digest: March 2024

Every week, we share hot SEO news, interesting reads, and new posts in our newsletter, Ahrefs’ Digest.

If you’re not one of our 280,000 subscribers, you’ve missed out on some great reads!

Here’s a quick summary of my personal favorites from the last month:

Best of March 2024

How 16 Companies are Dominating the World’s Google Search Results

Author: Glen Allsopp

tl;dr

Glen’s research reveals that just 16 companies representing 588 brands get 3.5 billion (yes, billion!) monthly clicks from Google.

My takeaway

Glen pointed out some really actionable ideas in this report, such as the fact that many of the brands dominating search are adding mini-author bios.

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Example of mini-author bios on The VergeExample of mini-author bios on The Verge

This idea makes so much sense in terms of both UX and E-E-A-T. I’ve already pitched it to the team and we’re going to implement it on our blog.

How Google is Killing Independent Sites Like Ours

Authors: Gisele Navarro, Danny Ashton

tl;dr

Big publications have gotten into the affiliate game, publishing “best of” lists about everything under the sun. And despite often not testing products thoroughly, they’re dominating Google rankings. The result, Gisele and Danny argue, is that genuine review sites suffer and Google is fast losing content diversity.

My takeaway

I have a lot of sympathy for independent sites. Some of them are trying their best, but unfortunately, they’re lumped in with thousands of others who are more than happy to spam.

Estimated search traffic to Danny and Gisele's site fell off a cliff after Google's March updatesEstimated search traffic to Danny and Gisele's site fell off a cliff after Google's March updates
Estimated search traffic to Danny and Gisele’s site fell off a cliff after Google’s March updates 🙁 

I know it’s hard to hear, but the truth is Google benefits more from having big sites in the SERPs than from having diversity. That’s because results from big brands are likely what users actually want. By and large, people would rather shop at Walmart or ALDI than at a local store or farmer’s market.

That said, I agree with most people that Forbes (with its dubious contributor model contributing to scams and poor journalism) should not be rewarded so handsomely.

The Discussion Forums Dominating 10,000 Product Review Search Results

Author: Glen Allsopp

Tl;dr

Glen analyzed 10,000 “product review” keywords and found that:

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My takeaway

After Google’s heavy promotion of Reddit from last year’s Core Update, to no one’s surprise, unscrupulous SEOs and marketers have already started spamming Reddit. And as you may know, Reddit’s moderation is done by volunteers, and obviously, they can’t keep up.

I’m not sure how this second-order effect completely escaped the smart minds at Google, but from the outside, it feels like Google has capitulated to some extent.

John Mueller seemingly having too much faith in Reddit...John Mueller seemingly having too much faith in Reddit...

I’m not one to make predictions and I have no idea what will happen next, but I agree with Glen: Google’s results are the worst I’ve seen them. We can only hope Google sorts itself out.

Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro

Author: Rand Fishkin

tl;dr

63.41% of all U.S. web traffic referrals from the top 170 sites are initiated on Google.com.

Data from SparktoroData from Sparktoro

My takeaway

Despite all of our complaints, Google is still the main platform to acquire traffic from. That’s why we all want Google to sort itself out and do well.

But it would also be a mistake to look at this post and think Google is the only channel you should drive traffic from. As Rand’s later blog post clarifies, “be careful not to ascribe attribution or credit to Google when other investments drove the real value.”

I think many affiliate marketers learned this lesson well from the past few Core Updates: Relying on one single channel to drive all of your traffic is not a good idea. You should be using other platforms to build brand awareness, interest, and demand.

Want more?

Each week, our team handpicks the best SEO and marketing content from around the web for our newsletter. Sign up to get them directly in your inbox.

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