The vast potential to create, interact and educate with augmented reality (AR) is quickly gaining popularity. In the past, AR gained media attention for simply existing, but recently, companies have been applying the strategy to their marketing campaigns and reaping the rewards. As we move further into the digital world, the benefits of implementing AR are staggering. For instance, AR has an average dwell time of 75 seconds – affording companies an unprecedented chance to appeal to their consumers. Flow Digital, a Newcastle-based digital marketing company, are sharing why 2018 is the takeover of the media channel, and what it means for the future. The statistics driving ARIn the past two years, the AR industry has experienced unprecedented growth. We can largely attribute the early success to the pioneers of AR, Pokémon Go which became the most downloaded app in 2016 with over 750 million to date. By 2020, the number of AR users is expected to surpass one billion and by 2021, the market for AR, and VR, is estimated to reach $215bn. The benefits of implementing AR are reason enough in these statistics – particularly for e-commerce, marketing and automotive brands which are the industries that experience the largest growth with the communication tool. E-commerce usesIkea Place demonstrated the potential for the natural partnership of AR and retail. Since launching in 2017 – using Apple’s ARKit tech – the Ikea Place has been downloaded two million times. The potential for allowing users to actually see what items look like in their home will significantly boost revenue. Similarly, AR provides companies with the opportunity to target impulse shoppers. If you can showcase how their life can vastly improve with this cactus plant on their new coffee table (no doubt that it will), you can catch them before they even realised the need for such a product. Estée Lauder recently rolled out AR into their marketing campaign – adopting the ‘try before you buy’ method. Users could ‘try’ various makeup products using their Facebook messenger chatbot, with the company experiencing a rise in social media engagement. However, it’s important to note the limitations in an AR world for both e-commerce and marketing. While we can certainly appeal to more consumers and provide the ‘wow factor’ so many prospects look for, we must take into account the lack of adverts. Marketing ads and header bidding do not have a place in augmented reality, so companies will have to get creative. Take the example of Pepsi, turning the average bus shelter into a fake window. Relying on a camera to capture people and vehicles in the street, they showcased images of crashing comets, a rogue cheetah and a man flying away while holding onto balloons. While it may not have been your ‘typical’ advertisement for the drink, the ad certainly proved engaging. Future of video contentVideo content has certainly seen a boom – particularly because of an increasing number of Facebook, Twitter, Snapchat and Instagram users. Today, there are more than 22m daily views on Facebook, Snapchat and YouTube, with the number continuing to grow. 360-degree views are universally appealing, enabling users to go behind-the-scenes with the brand. If there’s anything we can guarantee, it’s that consumers love a nosy. Typically, videos afford companies 2.5 seconds to catch the attention of their prospects. However, AR provides brands with an average of 75 seconds dwell time, offering a staggering amount of time to share relevant content.
Implementing ARWe have touched on implementing AR above, and the reasons for doing so are almost endless. Essentially, you are bringing your products and services to life. A static digital advert becomes an interactive catalogue or brochure. In doing so, you are improving the experience of communicating with your brand, leaving more information at their disposal and helping them to make informed decisions. In return, you should see a substantial lift in consumers trusting your company, word-of-mouth sales and potentially ROI. Social media will only benefit from AR. It’s likely that consumers will share their interactions with your brand on their social platforms – particularly with a specific hashtag – and thus build your following. There is also the opportunity for partnerships with social media platforms. For example, Fanta partnered with Snapchat for their Halloween campaign, offering users a unique Snapchat filter if they scan their limited edition cans. In simple terms, using AR helps to build transparency. All successful relationships start with trust, and you can even take your customer behind-the-scenes with this communication channel. Share how the product was made, guide them through the delivery process and we can guarantee you will see an increase in interaction. Partnership of AR and PRThere is a natural partnership between AR and the PR industry, for which we could see an increase in the use of the marketing channel for events. Something as small as including a QR code to your event invite – producing a unique illustration or even animated brand logo – creates a layer of interest. Similarly, product launches can experience the benefit. If you can take your audience into the augmented world, highlighting the key features of your product, you will likely see results. Perhaps, rather than share the product in detail, you could leave a trail of breadcrumbs. Each time a QR code is scanned, more is revealed about the product. AR transforming other industriesE-commerce and marketing are industries experiencing a boom due to AR, but the medical sector is also seeing the technological advancements. Go Surgery, the brainchild behind Touch Surgery, offers step-by-step guides to performing surgical procedures, as if in real time. The procedure is holographically projected onto a screen. Likewise, the Microsoft HoloLens AR glasses have been used to aid in reconstructive surgery. One industry in particular which should reap the benefits from the rise of video content is hospitality. For example, guests can explore the rooms before booking and companies can even go so far as to allow guests to review the room when using the app. Likewise, restaurants can share the experience of dining with the through AR. Companies, such as WayRay, are offering Navion, a system that directs you while you drive. Basically, it’s like Google Maps on the road, but you don’t have to keep looking at the Sat Nav. Navion shows exactly where you want to go, continually adjusting to anything in front of the car. Ultimately, AR spells the dawn of a different age. Those companies who embrace and adapt will certainly see the rewards, especially when labelled pioneers of the channel. from https://searchenginewatch.com/2018/06/19/the-take-over-of-augmented-and-the-future-possibilities/
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ClickZ, Search Engine Watch’s sister site, has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers to make better decisions about vendors. The second guide in the series is dedicated to enterprise SEO tools. With $80 billion predicted to be spent on SEO services annually by 2020, these software packages play a vital role in helping marketers derive insights from masses of data. The core component (60%) of the ClickZ SEO tools vendor guide scoring comes from our customer survey, which received over 1200 responses and evaluated technologies across the following six areas: Scores were awarded across 36 sub-categories, with six grouped under each of the categories highlighted in the image above. A further 20% of the scoring came from the ClickZ expert advisory board, which features representatives from Vodafone, LEGO, GroupM, and Macy’s. The author attended interview sessions with all six vendors in the guide, along with at least one other member of the advisory board. The output of these interviews were scores that make up the final 20% of the results seen in the guide. Ahrefs: Company ProfileAhrefs has quickly become a staple of many SEO toolkits, based on the depth of its backlink data and the comprehensive nature of its site audit capabilities. This came through in our survey, with 80% of Ahrefs users stating that they use the tool for backlink tracking. Its approach to this field is sophisticated, taking into account the traffic that backlinks refer to a domain rather than focusing purely on the acquisition of a link in itself. Furthermore, the Ahrefs database has link data from over 220 billion pages across more than 200 billion domains, with 4.1 million pages crawled every minute. The new technical SEO audit tool is a significant improvement to the platform and helps to position Ahrefs as a real contender in this space. This feature scored particularly well with our panel of industry experts. Moreover, Ahrefs is undoubtedly one of the most comprehensive solutions on the market for keyword research and analysis. Its vast database contains over 6 billion keywords and, combined with a user-friendly interface, this makes it a reliable and helpful platform for both novice and advanced SEOs. The Ahrefs content index contains over 907 million pages too, which allows for sophisticated and in-depth content ideation. The full scale of the Ahrefs databases can be discovered here. With a range of further innovations in the pipeline, the company’s ambition now is to provide a comprehensive SEO solution to compete with the established enterprise tools. Built on a robust dataset and an increasingly lengthy list of useful performance tools, Ahrefs is in a great position to become a leader in the enterprise SEO space.
Ahrefs: The ClickZ Customer Survey ResultsThe three areas in which Ahrefs received its highest scores from current customers were backlinks, site audits, and keyword research. In fact, it was the highest scorer out of all the technologies we reviewed for its site audit capabilities. Ahrefs has continually built out its list of features to encompass all of the areas that matter to the modern search professional. As the platform evolves over time, its commitment to delivering the most consistent and insightful data to customers remains very much intact. This begins with keyword research, where this vendor boasts a database of almost 6 billion keywords. This was reflected in its scores for this category, which were high for both keyword research and keyword suggestions. Ahrefs also provides users with access to sophisticated SERP analysis tools, which allow for in-depth analysis of performance by content type. Ahrefs drew particular praise in our review for its updated site audit tool, which can crawl and report on JavaScript-rendered pages. Importantly, this feature integrates well with the other data sources available within Ahrefs, such as the traffic and backlink metrics. As a result, Ahrefs does an excellent job not only of identifying technical errors, but also of demonstrating the impact that rectifying these issues has on performance. Ahrefs’ Content Explorer tool, which uses data from backlinks, search traffic, and social shares to analyze topics, was a core reason for the platform’s high score for content ideation. The Buzzsumo-esque feature helps with long-tail keyword research, as well as highlighting the topics that resonate with different audiences. As SEO continues to converge with content marketing, this tool proves invaluable for their customers. It was perhaps no surprise that Ahrefs was a leader in the backlinks section of our guide, as the company established itself on the SEO tools scene based on the strength of its backlink index. Ahrefs has since evolved into a range of new areas and is perhaps underestimated in this regard, but it is worth stating that backlink analysis remains a particularly impressive area of the platform. This vendor scored well for the reliability of its link tracking and competitor analysis features, too. Ahrefs also contains a proprietary metric to calculate the strength of a website based on the quality and quantity of inbound links it receives, known as Domain Rating. Overall, this platform provides excellent value for money, with monthly packages available at $99, $179, $399, and $999. A 20% discount is also offered when companies sign up to an annual package. Ahrefs is also at the forefront of innovation with many of its features, so these packages provide access to a lot of insightful tools for a relatively low level of investment. Across our panel of experts and a large quantity of current customers, Ahrefs scored very well across all categories and was seen by many as an indispensable SEO tool. from https://searchenginewatch.com/2018/06/18/clickz-enterprise-seo-tools-buyers-guide-ahrefs-review/ Appearing in local searches is something businesses need to be taking very seriously. The rise of mobile has made this concept even more prevalent. In fact, a study by Google found that 88% of ‘near me’ searches were conducted on a mobile device. It’s important to realize that ranking on a local search (in any capacity) is no overnight job. Local SEO is extremely competitive and when it comes to any sort of SEO strategy, there is one thing to keep in mind: it changes constantly. There are many different factors that come into play when etching out a name for yourself in the local market. Here are eight fundamental steps to get you started. Prioritize titles and meta description tagsTitles and meta description tags are customizable elements that let users know what your website, or webpages, are about. Remember, most users scan the results of online searches very quickly, so these descriptions should be concise and easily absorbed. When looking at title tags:
If you use WordPress, you can easily preview and analyze the descriptions of your web pages using the Yoast SEO Plugin. If you want to attract local searches, be sure to include the name of the city or geographic area that you are targeting and try to position the keyword as near to the beginning as possible. Writing titles and meta descriptions is an art form: you need to make every single element matter. Use online directories and citationsBusinesses now have access to all sorts of high-traffic online directories, including:
Getting your business listed on these sites is one of the best ways to improve local rankings. The primary bits of information to register are:
Be sure to update these accurately and consistently across the respective directories. Any errors or differentiation that make the information tough for Google to determine can have serious negative effects. Google My Business: claim and optimizeOther than the major directory sites, one of the most important things local businesses can do is claim their company on Google My Business. If properly optimized, this is an incredible opportunity to gain exposure on the Google 3-Pack. The verification process is simple. Google will send you a PIN to verify your business, then all you need to do is log in to Google My Business and enter the PIN number. This proves to Google that your business is legitimate. Once verified, you can optimize your description and all the necessary information to help customers learn more. Actively pursue online reviewsIt’s no secret that online reviews play a big role in purchasing decisions these days. In fact, studies have found that 84% of consumers trust them, just as much as personal recommendations. Google also recognizes their importance and factors them into your rankings. Therefore, getting positive reviews needs to be something you are consistently pursuing. Keep in mind that you may need to ask customer to complete a review. You should also consider doing the following:
Software solutions like Trustpilot, Vendasta, and Get Five Stars are great for gaining and managing online reviews. Social media and Google are the primary channels people look to in terms of reading reviews. Your business’ Facebook and Google My Business pages are the two areas in which you should be focusing the bulk of your efforts – as reviews here are influential in boosting online visibility. Produce local contentIf you want to rank locally, you must produce high quality content that pertains to your area of operation. This can be through blog posts, online Q&As, or any other type of page that is specific to the local area. For written content, it’s best to keep the length in the ballpark of 1000 words. When writing content, there are a number of factors to think about:
If you have a number of different locations, it’s a wise move to set up separate landing pages for each. Creating and distributing branded content is one of the key methods for differentiating yourself in the market. With whatever you produce, be sure your messaging is relevant, informative, and actionable. Use local structured data markupStructured data markup, or ‘schema markup’, is a code added to your website that gives the search engine robots the necessary information about your business. This can be in relation to the products or services you offer, reviews, or what your content is about, for example. As barely 30% of the businesses do this, adding appropriate markup is one of the best ways to make a local business stand out among the crowd. Google has a user-friendly testing tool that allows you to check your markup and ensure it’s implemented correctly. Google’s Data Highlighter also makes this process even easier. Local SEO is all about making life more convenient for the users. This concept also applies to the search engine crawlers. Be socially activeSocial media is dominating the business atmosphere for business and consumers alike. With nearly one third of the world’s population being active on at least one of the major platforms, businesses need to make it a point to remain active, especially within their local market. There are many things you can do in this regard.
Search engines like to see that you are taking the time to engage with the world around you and on social media. In return, your profile will be more visible to local users. If you’re not taking advantage of this, it’s a safe bet that your competitors are. Show community spiritLong before the days of the internet, showing interest in the local community was one of the best ways to gain exposure, build relationships, and convey what the main purpose of your business. This idea still holds true, even today; the only difference is that the tools and landscapes to do so are different. There are all kinds of activities that you can use to get your name out there in the community. Sponsoring events from time to time is a great way to get mentioned in local content/news. Making it clear that you are dedicated to serving the area can be an influential factor in improving your rankings. Over to youFollowing these steps to improve local SEO is not a one-off action; ranking high in the SERPS requires strong and persistent efforts. Furthermore, you will need to keep an eye out for new trends and how to capitalize accordingly. As the search engines are constantly changing, knowing what to do when an update is rolled out should be pre-defined.
Manish Dudharejia is the President and Founder of E2M Solutions Inc.
from https://searchenginewatch.com/2018/06/18/eight-steps-for-a-bulletproof-local-search-strategy/ We’ve previously covered HTML meta tags & meta tags here and in some depth here, but as with most things in SEO, it’s an ever-changing landscape and the accepted usage and definitions of tags is often changing. It’s worth mentioning that if you’re in this realm of SEO optimization, you should also be getting the low-down and implementing structured data to ensure crawlers get the best experience possible. HTML meta tags vs meta tags – what’s the deal?Firstly, it’s time to clear up some of the confusion around HTML meta tags and meta tags. The difference between the two tag types is largely arbitrary, with the syntax for an HTML meta tag meaning it’ll contain the word meta within it, whereas a tag defined as a meta tag doesn’t necessarily have to. The decision for which do or don’t are defined by W3C and are open to change over time, however, what’s important for us to remember is that they both serve the same purpose, that is which is that they are used to provide search engines with information about a web page Sidenote: Some people include header tags as meta tags, but as they describe one element of a page, not the contents of a page as a whole, we’ve decided to leave them out. However, it goes without saying that ensuring you’re optimizing your header tags will help search engines, and more importantly users, understand what your content is about. With that cleared up, we can get down to business and take a look at a selection of both HTML and meta tags that we think are useful when performing SEO. HreflangSo to start off on the wrong foot, the Hreflang tag isn’t technically a tag. It is an attribute, but it is an important attribute that can help tell Google which language you’re content is using on a webpage. If you have a site which uses multiple translations, or that serves different territories, you should definitely use Hreflang to ensure that the correct language version is being served in the correct versions of Google. This can help search engines rank your content better, and more importantly ensures users in different territories get the right experience. An example code snippet for targeting a webpage at English language users in the UK: <link rel=”alternate” href=”http://example.com” hreflang=”en-gb” /> Canonical tagAnother very important one is the canonical tag. Set it up incorrectly and you risk losing visibility in the SERPs and causing real issues for your site. Used correctly, however, it’s a great way of telling search engines that a webpage URL is the defacto version. It’s the best way to avoid duplicate content issues on your site, caused by search engines crawling multiple URLs that contain the same or close to identical content on them. In general, if a search engine finds multiple URLs with identical content, it’ll have a harder job determining which is the original and which is the duplicate. This can lead to lower rankings for both, or worse, an important page won’t rank. An example code snippet for canonical tag use: <link rel=”canonical” href=”https://www.example.com” /> Content type tagThe content type tag is used for defining a pages content type and the character set it uses. Using this helps your browser understand and decode a page, and is therefore important. An example code snippet for content type tag use: <meta http-equiv=”Content-Type” content=”text/html; charset=utf-8″ /> Title tagProbably one of the more recognizable and used tags for anyone carrying out SEO work. The title tag is used to specify what the web page is about. They’re displayed in your browser tab to give users a steer, and more importantly are used by search engines to generate the results we see in the SERPs.
From an SEO perspective, optimizing your title tag to contain topics/keywords information about the contents on the page can help to improve your rankings for those topics/keywords. Currently you can expect Google to display between 50-60 characters of your title before it’s truncated, so keep an eye on length when writing these. An example code snippet for the title tag, which sits within the head tag at the top of your webpage: <title>Example.com | The best examples on the web</title> Meta description tagSimilar to the title tag, the meta description tag is well known and provides you with an opportunity to tell search engines and users in the SERPs what your webpage content is about. While not a direct ranking factor, you should optimize your meta description to provide a compelling succinct account of your web pages content. If Google doesn’t think you’ve done a good enough job, they may choose to replace your meta description tag with their own interpretation, often using content from the opening few paragraphs of your site. An example code snippet for meta description tag: <meta name=”description” content=”This is a meta description”> Viewport tagThe viewport tag is a useful tag for helping browsers understand and control the dimensions of your web page. In the past, there was no need for this tag as everyone viewed webpages on desktop on similar sized displays, but with the rise and rise of mobile and tablet usage, many of which have different dimensions, it’s now more important to ensure that you’re telling the browser this information. Correct implementation of the viewport tag will ensure that users experience your site in the correct way, and if there are An example code snippet for the viewport meta tag: <meta name=”viewport” content=”width=device-width, initial-scale=1″> Robots meta tagsThere’s a large number of robot meta tags you can use, all of which will help search engine crawlers do their job of crawling and indexing web pages across the internet. Not all search engines will follow all commands, but below are a few examples of robot meta tags and what they ask the crawlers to do:
An example code snippet for the robot meta tag: <meta name=”robot” content=”noindex, nofollow”> Open graph (OG) meta tags for socialFinally, we have the OG meta tags for social. While less a direct focus for SEO, ensuring you have correctly implemented OG meta tags for social can help ensure your content looks great when it’s shared, can help to improve engagement with posts and ultimately increase traffic. <meta property=”og:title” content=”Article about tags”/> Needless to say, there are a range of other tags you can use on your website, and this list isn’t exhaustive, but hopefully gives you a steer on some of the more important and useful tags you can use on your website to make it the experience better for both search engines and crawlers.
Joshua is an SEO specialist and strategist at atom42
from https://searchenginewatch.com/2018/06/15/a-guide-to-html-meta-tags-in-2018/ I have written extensively about how Google is continually making its SERPs richer, more feature-led, and increasingly intuitive. Of course this is happening on desktop, but how the SERPs are being displayed across mobile devices deserves special attention from marketers. It’s a space that presents its own challenges and opportunities. It is also highly competitive and evolving in a unique way. One such change to Google’s mobile SERPs in recent months is the launch of its ‘More Results’ button (MR). I spoke to Adthena’s Ashley Fletcher about the MR tweak, his reaction to it, and how he sees mobile search changing throughout 2018 and beyond. Competitive intelligenceFletcher’s interest in the evolving landscape of the SERPs goes back 13 years to when SEO was in its infancy. Since then, he has worked within agencies, on the client side at Criteo and Beatthatquote, at Google itself (launching its insurance comparison tools in the US and UK), and now at Adthena as VP of marketing. Adthena specializes in competitive intelligence – using artificial intelligence (AI) and gathering unparalleled levels of data about the SERPs. “There’s so many moving parts in paid search campaigns at scale,” Fletcher tells me. “Retailers might have 1000 product lines. That’s 1000 battlegrounds. AI and tech helps give a clear picture of these battlegrounds.” Decluttering the SERPsThe quest for clarity amid the SERPs is not exclusive for companies like Adthena and its clients however. Google’s decision to include the MR button could well be partly attributed to cleaning up the mobile search space. This is something Fletcher agrees with, and it is in keeping with other tweaks from the search giant. “It’s quite a subtle change,” he says. “But there’s such an influx of ad units on mobile SERPs, it is quite cluttered. It seems the MR button is part of a bigger move by Google to streamline the mobile SERPs.” Better usabilityWe know that user experience is high on Google’s agenda. A more efficient UX on the SERPs gets us to the information we desire, the product we want, or the destination we want to visit as soon as possible. This keeps us satisfied and keen to return to Google again, and again, down the line. Fletcher notes more than a passing resemblance between the MR button and the way content is navigated by users on social media. “We’re seeing Google trying to encourage a sort of infinity loop,” he says. “It’s a single page UX more like what we see on the Facebook newsfeed or on Instagram. Users – and mobile users especially – are now very used to scrolling the same page forever rather than clicking through numerous pages.” This is a curious realization. The notion of Google wanting users to ‘scroll forever’ is surely counter to the overarching agenda of keeping things as efficient as possible. But as Fletcher highlights, sometimes the SERP doesn’t do the job and the MR button is a faster way of perusing other search results. It is more in-keeping with dominant trends of mobile navigation, and thus more accepted. There is now no need to load page two of the SERPs. “Page 2 is a graveyard anyway,” Fletcher says. Impacts: clicks, rankings and happier usersThe MR button is quite a subtle design change on Google’s mobile SERPs, but Fletcher and Adthena are already noticing a change in CTRs. “We’re expecting CTRs to climb on paid and organic listings,” Fletcher says. “It’s what we’re seeing in our latest Paid Search Benchmark report and I would think it will continue.” Indeed, Adthena’s recently published benchmark is already seeing average CTRs up 10% toward the end of 2017, compared to around 3% for desktops. As the report states, it’s “a measure of the robustness of paid search, and an indicator that advertisers are continuing to get value from the channel”. If it continues, this will be welcome news to search marketers and SEOs who are striving to ensure their content is getting clicks and keeping users engaged. “Google rewards pages with good high CTRs and low bounce rates,” Fletcher adds. “And the overall result is simpler SERPs and happier users.” Takeaways: mobile search is still a battlegroundWhile the MR button has – in effect – eliminated the second page (and beyond) of mobile SERPs, it will still be best practice for marketers to want to be visible above it in the same way page one is still favoured on desktop. As Fletcher points out: “Beyond the ‘more results’ button is still a graveyard. Search advertisers know this, and they know that they still have to keep up to retain visibility above the fold.” With the addition of features such as the MR button, the number of battlegrounds that search marketers need to have an understanding and clear view of is not going down – whether across mobile or desktop, more numerous key phrases, within paid search, in organic listings, or across maps on a local and even hyperlocal level. The SERPs are continuing to diversify, but ultimately, the users are reaping the benefit. With tweaks like MR, Google as a tool is even more efficient and intuitive. The power of mobile search – even with the limitations of the small screen – is being further refined to meet its capabilities. from https://searchenginewatch.com/2018/06/14/googles-more-results-button-a-search-marketers-pov/ We recently caught up with Clark Boyd, a visual search expert and regular contributor to Search Engine Watch. We discussed camera-based visual search – that futuristic technology that allows you to search the physical world with your smartphone – what it means for the way search is changing, and whether we’re going to see it become truly commonplace any time soon. In case any of our readers aren’t up to speed on what ‘camera-based visual search’ actually is, we’re talking about technology like Google Lens and Pinterest Lens; you can point your smartphone camera at an object, the app will recognize it, and then perform a search for you based on what it identifies. So you can point it at, for example, a pair of red shoes, the technology will recognize that these are red shoes, and it’ll pull up search results – such as shopping listings – for similar-looking pairs of shoes. In other words, if you’ve ever been out and about and seen someone with a really cool piece of clothing that you wish you could buy for yourself – now you can.
First of all – what’s your personal take on camera-based visual search – the likes of Google Lens and Pinterest Lens? Do you use these technologies often? I have used visual search on Google, Pinterest, and Amazon quite a lot. For those that haven’t used these yet, you can do so within the Google Lens app (now available on iOS), the Pinterest app, and the Amazon app too. In essence, I can point my smartphone at an object and the app will interpret it based on what it sees, but also what it assumes I want to know. With Google, that can mean additional information about landmarks pulled from the Knowledge Graph or it might show me Shopping links. On Pinterest it could show recipes if I look at some ingredients, or it can go deeper to look at the style of a piece of furniture, for example. Amazon is a bit more straightforward in that it will show me similar products. I suppose that visual search is best summarized by saying it’s there when we don’t have the words to describe what we want to know. That could be an item of clothing, or we could be looking for inspiration – we know what the item is, but we aren’t 100% sure what would go with it. Recently, I have been both decorating a house and planning my wedding. As a colorblind luddite with more enthusiasm than taste, I can use visual search to help me plan. Simply typing a text search for [armchairs] is going to lead me nowhere; scanning a chair I like to find similar items and also complementary ones is genuinely useful for me. At the moment, this works best on Pinterest. It uses contextual signals (Pins, boards, feedback from similar users) to pick up on the esthetic elements of an object, beyond just shape and color. Design patterns and texture are used to deliver nuanced and satisfactory items in response to a query. What’s interesting is that camera-based searches on Pinterest deliver different results to text-based searches for similar items. Basically, visual search can often lead to better results on Pinterest. That’s not the case on Google yet, but that’s where they are aiming to get to. And that’s the key, really: in some contexts, visual search adds value for the user. It’s easy to use and can lead to better results. There are now over 600,000,000 visual searches on Pinterest every month, so it seems people are really starting to engage with the technology. To my mind, that is what will give visual search longevity. It mimics our thought process and augments it, too; visual search opens up a whole new repository of information for us.
Camera-based visual search has some fairly obvious applications in the realm of ecommerce, for example where you can see something while you’re on the go and instantly pull up search results showing you how to buy it. But do you think there are any other big potential uses for visual search? I think there are lots of potential uses, yes; in fact, even the ecommerce example really only scratches the surface. Where visual search comes into its own, and I think goes beyond the realm of the purely novel, is when it suggests new ideas that people have not yet thought of. Pinterest’s Lens the Look tool is a great example. I could search for shoes and find the pair I wanted, but Pinterest can also suggest an outfit that would go with the shoes too. This then becomes more of an ongoing conversation. The new app from fashion retailer ASOS will likely go in this direction too, and I expect sites like Zara and H&M to follow suit. IKEA has its AR-tinged effort too, which allows people to see how the furniture will look. Although in my experience, it will lie in a million pieces for days until I figure out how to put it all together! We should always consider that visual search exists at a very clear intersection of the physical and the digital. As a result, we should also think about the ways in which we can make it easier for people to enhance their experience of our stores through visual search. We have seen things like QR codes linger without ever really taking off here, and Pinterest has launched Pincodes as a way to try and get people to engage. Google has started adding features like this to its Lens tool, and the recent announcement about voice-activated Shopping through Google Express is another step in that direction. The core of this is really to get people on board first and foremost, and then to introduce more overt forms of ecommerce. Beyond that, visual search can allow us to take better pictures. Google has demonstrated forthcoming versions of Lens that will automatically detect and remove obstructions from images, and input Wifi codes just by showing the camera the password. What we’re really looking for are those intangibles that only an image can get close to capturing. So anything related to style or design, such as the visual arts or even tattoos (the most searched for ‘item’ on Pinterest visual search), will be a natural fit. Search has been a fantastic medium when we want to locate a product or service. That input format limits its reach, however. If search is to continue expanding, it must become a more comprehensive resource, actively searching on our behalf before we provide explicit instruction.
We’ve seen a lot of development in the realm of visual search over the past couple of years, with tech companies like Google, Pinterest and Bing emerging as front-runners in the field. Google acquired an image recognition start-up, and Pinterest hired a new Head of Search and started more seriously developing its search capabilities. What do you think could be coming next for visual search? First of all, the technology will keep improving in accuracy. Acquisitions will likely be a part of this process. Pinterest’s early success can be put down to personnel and business strategy, but they also bought Kosei in 2015 to help understand and categorize images. I would expect Google to put a lot of resource into integrating visual search with its other products, like Google Maps and Shopping. The recent I/O developers conference provided some tantalizing glimpses of where this will lead us. Lens is already built into the Pixel 2 camera, which makes it much easier to access, but it still isn’t integrated with other products in a truly intuitive way. People are impressed when their smartphone can recognize objects, but that capability doesn’t really add long-term value. So, we will see a more accurate interpretation of images and, therefore, more varied and useful results. To go back to the example of my attempts to help furnish an apartment, I don’t think where we are today is by any means the fulfillment of visual search’s promise. I can certainly imagine a future where I can use visual search to scan the space in my living room, take into account the dimensions and act as my virtual interior designer, recommending designs that fit with my preferences and budget. AR technology would let me see how this will look before I buy and also save the image so I can come back to it. The technologies to do that either exist or are getting to an acceptable level of accuracy. Combined, they could form a virtual interior design suite that either brands or search engines could use. A gap still remains between the search engine and the content it serves, however. For this to function, brands need to play their part too. There are plentiful best practices for optimizing for Pinterest search and all visual search engines make use of contextual signals and metadata to understand what they are looking at. One way this could happen is when brands team up with influencers to showcase their products. As long as their full range is tied thematically to the products on show, these can be served to consumers as options for further ideas. In summary, I think the technology has a bit of development still to come, but we need to meet the machine learning algorithms halfway by giving them the right data to work with. Pinterest has used over one billion images in its training set, for example. That means taking ownership of all online real estate and identifying opportunities for our content to surface through related results. The advertising side of this will come, of course (and Pinterest is evolving its product all the time), but for this to come to fruition it also requires a shift in mindset from the advertisers themselves. The most sophisticated search marketers are already looking at ways to move beyond text-based results and start using search as a full-funnel marketing channel.
We’ve been talking about visual search mostly in the context of smartphones, as currently that’s the technology most immediately suited to searching the physical world, given that all smartphones these days have built-in cameras. But what about other gadgets? We’re seeing a lot of companies at the moment who are developing smart glasses or AR glasses – Snap, Intel, Toshiba came out with a pair just a few months ago – could visual search find a natural home there? I’m not sure we’ve seen the end of Google Glass, actually. I really don’t think Google is finished in that area and it does make sense to have visual search incorporated directly into our field of vision. The most likely area to take off here in terms of usage in the short-term is actually for the visually impaired. There are smart glasses that use artificial intelligence (AI) to perform visual searches on objects and highlight immediately what they are seeing. Those are from a company called Poly, who are doing a range of interesting things in this space. We think of devices that we wear or actively use, but that may not even be the long-term future of visual search. Poly has also developed visual search technology that works in stores. It can keep track of inventory levels automatically, but also detects who is in the store by linking with the Bluetooth connection in their phone. Things like face IDs on smartphones along with Apple/Google Pay really help to create this potential use. So the visual search exists at a higher level, it detects who is in the store, and it adds items to their basket as they pick them up. When the person leaves, they are charged via Apple/Google Pay or similar. So a bit like the Amazon Go stores, but using visual search to scan the store and see who is there and what they buy. The cost for doing this has reduced dramatically, so it would now be possible for smaller stores to engage with this technology. Where that has potential to take off is in its introduction of a friction-free shopping experience. That’s just one potential use, but it highlights how visual search can lead to much bigger opportunities for retailers and customers. How close we are to that reality depends on people’s proclivity to accept that level of surveillance.
The most futuristic technology in the world is no good if no-one is using it, and we’ve seen much-vaunted tech advancements flop before – speaking of smart glasses, Google Glass is a good example of that. So what would you say are the immediate barriers to the more widespread adoption of visual search? What kind of timeline are we looking at for visual search entering the mainstream – if indeed it ever does? With voice search, it was always stated that 95% accuracy would be the point at which people would use the technology. I don’t think there have been excessive studies into visual search yet, but that should come soon. With increased accuracy will come widespread awareness of the potential uses of visual search. The short-term focus really has to be on making the technology as useful as it can be. Once the technology gets closer to that 95% accuracy mark, the key test will be whether novelty use turns into habit. The fact that over 600,000,000 visual searches take place on Pinterest each month suggests we are quickly reaching that point. It also has to be easy to access visual search, because the moments in which we want to use it can be quite fleeting. From there, it will be possible for retailers, search engines, and social media platforms like Instagram and Pinterest to build out their advertising products. As with any innovation, there is a point of critical mass that needs to be reached, but we are starting to see that with voice search and the monetization of visual search sits rather more naturally, I think. We want to understand the world around us and we want to engage with new ideas; images are the best way to do this, but they are also a difficult form of communication. Our culture is majoritively visual and has been for some time. We need only look at the nature of ads over the past century; text recedes as imagery assumes the foreground in most instances. Whether the Lens technologies are an end in themselves or just a stage in the development of visual search, we can’t be sure. There may be entirely new technologies that sit outside smartphones in the future, but image recognition will still be central. I would still encourage all marketers to embrace a trend that only looks likely to gather pace.
Visual search is still quite an abstract concept for most of us, so is there anything practical that marketers and SEOs can do to prepare for it? Is it possible to optimize for visual search just yet? If marketers want to try and keep ahead of the visual search curve, what would be the best way to do that? Any time we are dealing with search, there will be a lot of theory and practice that can help anyone get better results. We just don’t have the shortcuts we used to. When it comes to visual search, I would recommend:
Check our Clark’s presentation on visual search here. from https://searchenginewatch.com/2018/06/13/sew-interview-clark-boyd-on-visual-search/ Baltimore SEO Company – If you’re considering SEO to grow your company, think about beginning with a minimal cost Local search engine marketing effort. Search engine optimisation is a substantial strategy to create your website visible and grow your business. Search engine optimisation is a process which can take months to see significant results. While SEO could possibly be effective to some level, a pay-per-click advertising campaign is more inclined to yield desired benefits. SEO or Search Engine Optimization is a significant part digital marketing. Hence SEO is an essential part of any business enterprise. Get in touch with us today to discover how Client Surge SEO will be able to help you with your search engine optimization efforts. Baltimore SEO Company – If it has to do with SEO, marketers have an inclination to focus on rankings. 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Many Baltimore SEO companies claim they can receive your site to rank fast but in fact they are most likely applying techniques that aren’t up to current search engine optimisation standards and will gradually impact your website in a negative way. Selecting the perfect Baltimore SEO Company is a decision that ought to be made carefully. Baltimore SEO Agency – Our search engine optimization service can aid in improving your rank with legitimate and productive techniques. The type of services they’re likely to offer to your site will also be important to note. Depending on the size and the needs of the individual businesses, search engine optimization services are supplied by SEO service providers. It’s possible to look for the expert services of a search engine optimization company, but you need to observe results from them. Basically your website is merely an extension of your advertising efforts and it is essential to consider it seriously. Make Your Website Unique There are several websites on the web but few are uniquely created for search engine optimization. If you own a website that looks like it was built 20 decades ago and loads in two or three minutes then you probably aren’t providing an extremely great experience for your customers. A site should be part of your general small business strategy. After your website is in a nice place from a top quality standpoint we can then concentrate on creating new and fantastic content. Getting your site should provide you more drive to seek the services of someone that will change the way that it looks and performs. Individuals are more inclined to click through to a site that has better reviews than the competition. As mentioned before, creating a site is insufficient. Whenever you would like to use the site to reach to your customers, you should know the technology will be reliable. 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Every company is unique, and though there might be similarities with respect to niche, competitive environment, and target markets, that is the place where the similarities end. Businesses in Baltimore and the remainder of our service areas should know that we’re not just like any other search engine optimization company. Make sure you’re working to get what you need and to come across a business which will supply you just what you have to make the most of your SEO on your website. Most businesses start off with making everything about their small business and its appearance seem attractive, simply to be disappointed later at the absence of traffic. Picking the Best SEO company is a really confusing undertaking. Finding the ideal search engine optimization business in Baltimore isn’t a very simple job, because there are a whole lot of organizations which may allow you to get results online. The post Baltimore SEO Company appeared first on Kanwar Manoria Digital. from https://kanwarmanoria.digital/baltimore/seo-company/ from http://kanwarmanoria.weebly.com/blog/baltimore-seo-company Artificial intelligence (AI) and machine learning algorithms are mainstreaming in a way that was never before possible, and these changes are having a significant influence on the way in which marketers need to approach search advertising. In addition to AdWords itself incorporating AI into its framework, new opportunities are arising that can give marketers an edge over their competitors, or automate lower-level tasks, freeing up more time for strategy. Here are four ways you can start taking advantage of AI to make the most of your AdWords campaigns. Automated biddingAutomated machine learning as a solution to the decision of what price to bid on paid advertising is becoming an increasingly popular option as the necessary technologies become available to more firms. Bidding too low means missing out on opportunities to reach leads, while bidding too high means sacrificing ROI. Google’s internal automated bidding, on top of being identical to what everybody else is using, doesn’t have access to the information it needs in order to maximize your ROI. Reaching that goal also requires knowing consumer trends, purchase behavior, seasonality, demographics, customer lifetime value, and more. A successful automated bidding model must:
There are, however, some things to look out for:
Pausing poorly performing adsThe quickest way to lose money in AdWords is to continue bidding on an ad that isn’t producing any ROI. When the clicks roll in but the sales don’t, this can be a disaster. Similarly, when an ad is getting the bids but not the clicks, your quality score will suffer, and ultimately your ROI will follow suit. A well-built machine learning algorithm will understand when it is necessary to pause an ad in order to avoid hurting your ROI or quality score. Here are some important considerations your model must account for:
Dynamic adsAdWords’ Dynamic Search Ads are one piece of machine learning technology that currently come built-in with the platform, allowing anybody who is using AdWords to take advantage of it. Dynamic Search Ads automatically generate headlines to capture a searcher’s attention. After uploading a list of landing pages that you want Google to generate dynamic ads for, Google will identify searches that are a good fit for your landing pages, then automatically generate ad content using phrases from your pages. Google is also generating ad suggestions based on machine learning. These recommendations use models of prior performance to suggest changes to your ads that should boost your results. But the possibilities for dynamic ads don’t end with what is native to AdWords. Machine learning approaches can be used to create dynamic ad content that incorporates the following:
A few platforms experimenting with this kind of control include Sentient Ascend, IBM Watson, Zalster, and Refuel4. Available platformsThe previous insights might make it sound like you’ll need data scientists and developers on your team in order to take advantage of what AI and machine learning have to offer, but this isn’t necessarily the case. While full-time dedicated AI staff are a good idea for big businesses, small and medium businesses can still take advantage of these emerging technologies with emerging products. Here are just a few examples:
No matter the platform, use the insights discussed to make informed decisions about what will work best for you. ConclusionsAs AI becomes mainstream within the PPC industry, marketers will need to begin shifting their areas of expertise away from micromanaging keywords and bid prices, and towards higher-level strategy. In the meantime, the techniques and platforms discussed still aren’t in use by the majority of your competitors, and taking advantage of that gap would be a wise move. from https://searchenginewatch.com/2018/06/13/four-ways-you-can-use-ai-to-optimize-your-adwords-campaigns/ Search Engine Watch sister publication ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers to make better decisions about vendors. The second guide in the series is dedicated to enterprise SEO tools. With $80 billion predicted to be spent on SEO services annually by 2020, these software packages play a vital role in helping marketers derive insights from masses of data. The core component (60%) of the ClickZ SEO tools vendor guide scoring comes from our customer survey, which received over 1200 responses and evaluated technologies across the following six areas: Scores were awarded across 36 sub-categories, with six grouped under each of the categories highlighted in the image above. A further 20% of the scoring came from the ClickZ expert advisory board, which features representatives from Vodafone, LEGO, GroupM, and Macy’s. The author attended interview sessions with all six vendors in the guide, along with at least one other member of the advisory board. The output of these interviews were scores that make up the final 20% of the results seen in the guide. Across all aspects of our technology review, BrightEdge consistently impressed as a leader in the enterprise SEO field and the company’s innovation roadmap looks set to ensure that it will retain this position. Content produced in collaboration with BrightEdge. BrightEdge: Company profileBrightEdge is an established player in the enterprise SEO space, boasting over 50% of the Fortune 100 as current clients. The technology has developed significantly as of late, evident through the introduction of functionalities that address the needs of SEO practitioners beyond rank tracking. Central to this strategic focus have been the development of the company’s proprietary data and the application of machine learning to uncover automated performance insights. In 2014, the company launched Data Cube, which was the most commonly-cited highlight of the platform by current customers, followed by the strategic insights the technology unveils. In 2015, the successful launch of its content performance marketing methodology helped shift the ways marketers approached the convergence of SEO and Content Marketing. The following year, they introduced DataMind, a deep learning technology that powers the prescriptive page optimization recommendations, technical SEO audit and automated new content topic insights. Recently, the company has taken an AI-first approach that is driven by products like Data Cube and DataMind (deep learning technology that is natively integrated into the platform) and launched an SEO automation application called BrightEdge Insights. This brings together data driven insights into an intuitive interface and presents just a few well vetted actionable recommendations each week. The company provides dedicated customer success manager for every customer, which was reflected in the very high scores the company received in this section of the survey. BrightEdge covers almost all the bases in our report and covers them very well. Overall, BrightEdge is the most comprehensive solution in our review for enterprise-level SEO. BrightEdge: The ClickZ customer survey resultsThe three areas in which BrightEdge received its highest scores from current customers were innovation, data, and strategic insights. These aspects came through as highlights during the vendor interviews, too. All of the vendors take a slightly different perspective on the future of organic search, with BrightEdge placing emphasis on the importance of AI in deriving maximum value from SEO and content marketing data. This has led to an extensive innovation roadmap that should see its customers avail of the benefits of both automation and deep learning algorithms. BrightEdge has invested heavily in its content marketing offering, resulting in the launch of ContentIQ and the deep learning engine, DataMind. As a result, this vendor scored highest for its integration of these content marketing technologies with the core SEO features in the platform. This means that content is tied back to performance metrics, aided by the scope of the company’s index of URLs. BrightEdge was highlighted as a very strong performer when it comes to generating insights to create more effective content. This vendor has also developed a robust backlink index that drew praise from customers for the competitive insights it provides. Driven by integrations with MajesticSEO and Moz, BrightEdge’s index tracks link activity and ties this back to keyword, traffic, and conversion performance. In particular, customers from larger businesses gave high scores to BrightEdge in this category for its ability to synthesize backlink data with other information sources within one interface. It is also possible to manage backlinks by assigning them a status and delegating the activity to other users within the organization. BrightEdge also hosts a range of community events, which allow users to meet and discuss newly-launched features, and this contributed to very positive feedback in the customer experience category. Some customers did note that, while the technology is thorough and impressive, it can be expensive if users want to track a lot of keywords across locations and devices. Once more, this decision will ultimately come down the each brand’s perception of the value they receive for their investment. Combined with the insights drawn from its deep learning technology and the widespread use of automation in the platform, BrightEdge provides a very comprehensive reporting solution. Analytics integrations are also available for all major technology providers. No vendor performed particularly well in the cross-channel insights, which was interesting to note given the increased prominence SEO has assumed in digital marketing strategies. In summary, BrightEdge performed impressively in both the ClickZ customer survey and in the vendor interviews across the core elements of a modern SEO strategy. It remains the market leader in the enterprise SEO space. To find out more information about BrightEdge you can download their ebook ‘How Smart is Your Content?’ here.
from https://searchenginewatch.com/2018/06/12/clickz-enterprise-seo-tools-buyers-guide-brightedge-review/ SEO is one of the most fast-paced industries out there; constantly kept on our toes, it’s one of the reasons we love it so much. But thinking about what the future holds for the industry can be both exciting and a little frightening. Will artificial intelligence (AI) ultimately make search better or worse? Is the future SERPless? And what are the ramifications for SEOs? Plenty of questions and speculation abound. In this article, we take a look at just a few of the key themes that come up when considering the future of search. Artificial intelligenceRight now, AI seems to be all people can talk about, and it’s not going anywhere. In fact, it’s anticipated that AI will have a significant impact on all things marketing. RankBrainWe have already been experiencing the effects of AI in search for some time, since Google released its RankBrain algorithm. In short, the aim of RankBrain is to help search engines acknowledge the context of the query, better understanding what the user actually wants and not just processing each individual word of the query. This is particularly important given the rise of voice search, which uses more natural language. Data dreamingAI is inherently linked with big data; it’s the data that enables AI to function and for machine learning to transform the way we search. Humans are only capable of processing a limited amount of data, which is where AI comes in –to do things that humans can’t, or are inherently bad at doing. This is where AI in search is heading, gradually replacing and improving on tasks that humans cannot complete (or at least complete to a high quality). We are looking to use the significant processing power of binary to our advantage. We’ve already seen bots attempting to write content, and it was good enough to make it past the first round of screening for a national literary prize in Japan. While it’s not as good as something an experienced copywriter or journalist could manage, it’s just the beginning. In a few more years, bot-written content will probably be a very viable option for businesses looking to create content as part of an SEO campaign. Bridging the human gapAI will make the SEO process smoother, quicker and more automated, leaving humans to add the creative icing on the cake. We can try to give bots as much sentiment and emotional intelligence as possible but at the end of the day, they’re simply not human. We’ve already seen some of the issues with the new algorithms. Take, for example, the proliferation of fake news across the web in recent times – as smart as these algorithms are, bots still can’t distinguish between what’s real and what’s not. That takes careful human judgement. As long as this is still the case, humans will remain an essential part of any marketing or SEO campaign. What AI means for SEOWhether we like it or not, AI will change the face of SEO over the next few years. There will always be concerns around campaigns led by AI and not humans – – from fears around spun content to an over-reliance on automated campaigns. But in a way, automation will only serve to make the campaigns more human. AI is capable of crunching huge amounts of data and is constantly getting better at learning and understanding user intent. Combine this deep understanding of search users with big data and you’ve got a sure-fire way of creating a campaign that is hyper-targeted to the right audience, knowing exactly what they want and what they are looking for. In other words, a campaign that will really work. What does this mean for search marketers?The increasing use and sophistication of AI means we are going to see priorities change over the next few years, in terms of which tasks we dedicate the most time to. With the data-led tasks more likely to be automated, it will allow us to focus on the more creative aspects, as well as mediating the bot versus human conundrum. We need to be prepared for the content creation process to change and for the prospect that not all blog content will be human-produced in future. This may be a cause for concern for some, but people will always want to read content written by humans so we don’t see this being an all-encompassing step. At the very least we will likely see content researchers replaced by our software counterparts. Voice searchAccording to comScore, 50% of all searches will be voice searches by 2020. Voice search is gaining in popularity at a rapid rate and its effect on search will be noticeable. According to Gartner, approximately 30% of all searches will be done without a screen at all by 2020 – in just 18 months’ time. Just imagine how this could change in 5–10 years. We could be looking at a SERPless future. What does this mean for search marketers?SEOs should account for voice search in their keyword strategy – think longer-tail, more conversational search queries – and implement schema markup to ensure you occupy some of those rich snippets and answer boxes, as these are the most popular options for voice search. Consider the implications of not being able to drive as much traffic to your website through the SERPs; we may need to start thinking about how our sites appear ‘verbally’, not just visually. Digital personal assistantsAs an extension of the above point about voice search, it’s important to also think about voice assistants. Digital personal assistants, such as Google Home or Amazon Alexa, are not just there to answer direct queries. The aim is for them to provide answers without us even having the need to ask. Google co-founder, Sergei Brin, himself said in 2013: “My vision when we started Google 15 years ago was that eventually you wouldn’t have to have a search query at all”. These devices are constantly collating real-time data from conversations listened to, geographic locations, search histories, daily routines and even biometrics. With this information and a sprinkling of AI, devices will be able to perform searches without you even having to ask. It’s both creepy and clever. More importantly though, this could have an immense impact on SEO as we know it. What does this mean for search marketers?SEOs and marketers should create content that explicitly answers potential questions or queries; for example, as a comprehensive FAQs page or within blog content. As with general voice search, think conversational – avoid broad short-tail phrases as these would not be spoken naturally. Focus on the people behind the searches and less on the searches themselves. It’s about approaching user intent in a new way, getting less hung up on the individual words being typed into the search engines and more about the person and their needs. IntegrationThe future of search is integration across all devices and the Internet of Things. Search engines are already well on the way to being omnipresent. This is only set to continue growing, increasing in personalization and leveraging every ounce of data the search engines can obtain. What does this mean for search marketers?Ultimately, we won’t have to work as hard at reaching people on multiple platforms, as it will mostly be done for us. But we will have to work harder to ensure that websites and content are optimized for all types of search, not just Google. Think Amazon Alexa, smart watches, Facebook search and Apple Spotlight. ConclusionsThese are just a few predictions for the future of search, which only scratch the surface of the possibilities. It’s an exciting time for search marketers, as we look to leverage new technology and big data to further enhance the campaigns we run for clients. The future is bright, if not a little less human. from https://searchenginewatch.com/2018/06/12/the-future-of-search-2/ |
ABOUT MEPleasure to introduce myself I am Gillian 32 from Calgary, Canada. I am working as social media expert and have helped many clients with their social media marketing. Archives
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