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09/14/2019   SEO Book

Our keyword tool is updated periodically. We recently updated it once more.

For comparison sake, the old keyword tool looked like this

Whereas the new keyword tool looks like this

The upsides of the new keyword tool are:

  • fresher data from this year
  • more granular data on ad bids vs click prices
  • lists ad clickthrough rate
  • more granular estimates of Google AdWords advertiser ad bids
  • more emphasis on commercial oriented keywords

With the new columns of [ad spend] and [traffic value] here is how we estimate those.

  • paid search ad spend: search ad clicks * CPC
  • organic search traffic value: ad impressions * 0.5 * (100% - ad CTR) * CPC

The first of those two is rather self explanatory. The second is a bit more complex. It starts with the assumption that about half of all searches do not get any clicks, then it subtracts the paid clicks from the total remaining pool of clicks & multiplies that by the cost per click.

The new data also has some drawbacks:

  • Rather than listing search counts specifically it lists relative ranges like low, very high, etc.
  • Since it tends to tilt more toward keywords with ad impressions, it may not have coverage for some longer tail informational keywords.

For any keyword where there is insufficient coverage we re-query the old keyword database for data & merge it across. You will know if data came from the new database if the first column says something like low or high & the data came from the older database if there are specific search counts in the first column

For a limited time we are still allowing access to both keyword tools, though we anticipate removing access to the old keyword tool in the future once we have collected plenty of feedback on the new keyword tool. Please feel free to leave your feedback in the below comments.

One of the cool features of the new keyword tools worth highlighting further is the difference between estimated bid prices & estimated click prices. In the following screenshot you can see how Amazon is estimated as having a much higher bid price than actual click price, largely because due to low keyword relevancy entities other than the official brand being arbitraged by Google require much higher bids to appear on competing popular trademark terms.

Historically, this difference between bid price & click price was a big source of noise on lists of the most valuable keywords.

Recently some advertisers have started complaining about the "Google shakedown" from how many brand-driven searches are simply leaving the .com part off of a web address in Chrome & then being forced to pay Google for their own pre-existing brand equity.

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09/13/2019   SearchEngineWatch

Leading an SEO team is not an easy task. Nine industry experts share how to effectively guide your SEO team and assess their performance.

The post How to lead SEO teams and track its performance effectively: Experts’ tips appeared first on Search Engine Watch.

09/13/2019   Search Engine Land News
In today’s Soapbox, a warning about the hack in low-authority medical advice with content mirrors and “buying guides” slipping through Google’s algorithm.

Please visit Search Engine Land for the full article.
09/12/2019   Search Engine Land News
The tool is designed to help SEOs and businesses more easily track local algo changes.

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09/12/2019   SearchEngineWatch

I interviewed 31 people, from Content Specialists to SEO Directors, and CEOs to ask them about how teamwork and workflow affect SEO operations and success.

The post SEO is a team sport: How brands and agencies organize work appeared first on Search Engine Watch.

09/12/2019   Search Engine Land News
This script generates a dashboard with a comprehensive view of experiments across My Client Center.

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09/12/2019   Search Engine Land News
Google has updated its algorithms to show more original reporting in search and Google News results.

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09/12/2019   Search Engine Land News
Robots won’t support the new UGC and sponsored link attributes, says Google’s Gary Illyes.

Please visit Search Engine Land for the full article.
09/12/2019   Search Engine Land News
Head or body, Mueller explains that Google can read both just fine.

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09/12/2019   Search Engine Land News
Accelerated delivery will phase out starting October 7.

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09/12/2019   Search Engine Land News
Connect is a publishing tool not unlike Google Posts, but with differences.

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09/11/2019   Search Engine Land News
Who benefits, who will implement the new attributes and how much change should sites expect?

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09/11/2019   Search Engine Land News


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09/11/2019   Search Engine Land News
College websites are often large, decentralized and unwieldy so it’s important to create a centralized SEO strategy to build non-branded organic traffic and leads.

Please visit Search Engine Land for the full article.
09/11/2019   SearchEngineWatch

Businesses that use 10 to 15 landing pages experience up to 55% more leads. Seven landing page copy techniques that boost conversion rates.

The post How to write landing page copy that converts like crazy appeared first on Search Engine Watch.

09/11/2019   Search Engine Land News
Aims to enable retailers to optimize site search without having to call on IT.

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09/11/2019   Search Engine Land News
Mel is one of the nicest and most caring people in the search industry – you should all get to know him.

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09/11/2019   Search Engine Land News
Google has added a new option for manual CPC bidding.

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09/11/2019   Search Engine Land News
A new survey from Yext explores what content sources are more trusted and what’s at stake in not paying enough attention to third party platforms.

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09/10/2019   Search Engine Land News
SMX London attendees asked SEO expert Fili Wiese a wide-ranging number of questions about penalties, indexing, crawling and more.

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09/10/2019   SearchEngineWatch

Your images, infographics, and memes, too, can be used for link building to turn your page into a link magnet. Image link building tips with examples.

The post Seven SEO tips for image link building to generate more traffic appeared first on Search Engine Watch.

09/10/2019   Search Engine Land News
Google’s Danny Sullivan explained that its systems rely on topic relevance and authority to rank content.

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09/10/2019   Search Engine Land News
Google is also adding two new link attributes, one for sponsored links and one for user generated content links.

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09/10/2019   Search Engine Land News
Join us in NYC November 13-14 for expert-led sessions and keynotes on the SEO and SEM topics you need to know.

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09/10/2019   Search Engine Land News
The case may still be reheard or appealed but it appears to be a broad ruling in favor of “the open internet.”

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09/09/2019   SearchEngineWatch

PPC advertisers are seeing their long-term investments lose steam, traffic, and income. Five PPC tips for advertisers and internet marketing specialists.

The post Tips to diversify for long-term PPC search marketing effectiveness appeared first on Search Engine Watch.

09/06/2019   SearchEngineWatch

The Transformation of Search Summit 2019 will take place in New York on Oct. 25. Speakers include experts from Disney, Pinterest, Mastercard, and Microsoft.

The post The Transformation of Search Summit 2019: Speakers, agenda, FAQ appeared first on Search Engine Watch.

09/05/2019   SearchEngineWatch

Google Ads recently announced that it now allows ads to be served for queries that it understands to share the same meaning on phrase match keywords.

The post Google Ads announce more changes to match types – Challenges and opportunities appeared first on Search Engine Watch.

09/03/2019   SearchEngineWatch

Data science focuses on eliminating guesswork from SEO. Brands like Airbnb and Netflix are doing it and so can you. Tips to improve SEO using data science.

The post How to improve SEO using data science appeared first on Search Engine Watch.

09/03/2019   SearchEngineWatch

How to qualify link building prospects in a simple method. Obtain a list of relevant prospects in several minutes rather than taking days of manual work.

The post Tips to qualify link building prospects in minutes appeared first on Search Engine Watch.

09/02/2019   SearchEngineWatch

In the data set that I used businesses were found via non-branded searches 70% of the time vs. 30% of the time via a branded search.

The post How improved Google ratings impact conversions appeared first on Search Engine Watch.