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Seasonal SEO and evergreen URLs: How to drive seasonal traffic year-round

Now that Christmas and the New Year are well and truly behind us, it’s time to think about next year!

While it might seem like an odd time to start planning for the holidays, this time of year is the perfect occasion to reflect on what went well during the last holiday season, how to build on it, and the steps you can take to drive seasonal traffic all year round.

Why is seasonal traffic so important?

Seasonal website traffic isn’t just a gimmick or something that can be considered a few months before the event. Many companies rely on these peak buying periods to help balance their books and flatten out their averaged revenue across the year – therefore it requires a dedicated strategy.

Interest around shopping online continues to increase year on year, with a greater swing towards mobile devices and shopping ‘on the go’. Connection speeds are faster and websites are optimizing for speed.

They’re prioritizing mobile viewing in many cases and the experience is often so rapid and easy that the concerns around clunkiness and security that once plagued online sales are quickly diminishing (if not non-existent for savvy users).

A blend of great discounts, quick deliveries, press coverage, advertising buzz and good timing has meant that events such as Black Friday and Cyber Monday (ironically both now dominated by online sales in the UK) are now cornerstones in many businesses’ revenue streams.

In this article, we’ll look into how some of the basics can help you slip ahead of competitors.

Permanent (evergreen) URLs

Staying active all year round plays a vital role in the success of many seasonal and time sensitive campaigns. We so often hear:

  • “Should I set up a new page for XYZ event?”
  • “We’re offering 20% off this weekend – do we need a new page?”
  • “Performance is up, so we thought… more categories!”

Well, it’s not always just a quick answer, there are plenty of factors that need to be taken into account to provide a considered (and correct) response. The trick is, this isn’t just about SEO – it rarely ever is! You have to consider all the below factors (and more) when making a new URL:

  • Time taken to manage and tag products appropriately
  • What do you hope it will rank for?
  • Will it cannibalise other keyword targeting categories?
  • Does it need to be indexed or is it for PPC/Email campaigns?
  • Will you add internal links to it – where will they go post-season?
  • Is the page going to generate backlinks?
  • Can the page be used all year (for example /clearance instead of /2018-aw-sale)?
  • Will you be printing this URL on brochures/leaflets, etc?
  • Can it be short and snappy?

What is an evergreen URL?

An evergreen URL is an address on your site that doesn’t need to change – see it as a permanent addition to your site’s internal architecture. A good example of this is a /sale page. The associated event may not always be active – but the equity of the page is not sporadically redirected to other URLs on the site throughout the year.

The dreaded dated URL

Avoid dating the URL – fashion sites are often the worst offenders for /aw16 or /ss17 (with the abbreviations standing for Autumn/Winter and Spring/Summer respectively). How about just /new-arrivals, or going super short with /new-in (for example http://www.next.co.uk/women/new-in)?

But it’s not just category URLs that need attention and stability. There are a variety of pages that benefit from a carefully planned approach – next we’ll take a look at one of the most successful pieces of seasonal marketing (across multiple platforms) and how it impacts potential organic performance.

The search impact of Christmas adverts

Christmas adverts in the UK are a sign that the festive season is here… or they may just be a premature annoyance that definitely didn’t make me cry that one time!

Regardless, there are a few lone examples of where using a carefully considered (permanent) URL can be a viable source of generating natural links and help sell a story (…plus some merchandise).

John Lewis Christmas advert

The widely anticipated release of John Lewis’ Christmas advert is an annual event that is fast rivaling the Coca Cola lorries in terms of seasonal buzz. Other retailers have since latched onto its success and diluted the impact of these emotional shorts, but for the last three years John Lewis did something that really worked.

The below graph from Ahrefs shows how the URL http://www.johnlewis.com/christmas-advert received links from referring domains. Many of the links came from large influential sites including The Guardian, Huffington Post, BBC and HubSpot.

Naturally, these links occur shortly after the release of each year’s advert. This not only provided the site with authority and trust, but also provided a large amount of referral traffic.

The drop-off from these links is minimal and the pages themselves were well-crafted. What’s more, the URL itself never changed – no 404s, no redirects.

Something was missing this Christmas…

2017 saw a change to John Lewis’ approach with a separate sub-directory for content. The URL is far less marketable and the Christmas advert is less prominent. There seems to be a focus on the more commercial aspects of Christmas and event ideas, which is both a shame and a lost opportunity as the new URL has received far less buzz (as you might expect).

Competitors and other big brands have attempted a similar execution but are also being held back by inefficient URLs and a need for a little more magic. Some of the best near misses can be seen below (if any 404 or redirect to the homepage when you’re reading this, it only backs up my point!):

Everything you need to know about the Google Chrome ad blocker

Google launches a new version of its Chrome web browser today (February 15), which will include an in-built ad blocker to try and eradicate intrusive ads from the browsing experience.

There are some clear standards and some unanswered questions relating to this new approach, so what exactly do marketers need to know?

Google announced last year that certain ad types would be blocked automatically within Chrome. This seemingly seismic update is due to go live today in the latest upgrade to the world’s most popular web browser.

The integration of an ad blocker within Google Chrome is just a small part of a much bigger movement to improve the quality of online advertising, however.

This has been driven by consumers, who are increasingly frustrated with ads that interrupt and distract them from the content they want to view. As people spend more time on mobile devices and advertisers invest more in video, that tension has only heightened. ads

The survey results in the image above tally with the findings from Google’s own research. Axios revealed recently that Google has found two concerning trends when analyzing user behavior on Chrome:

  1. One-in-five Chrome feedback reports mentions annoying/unwanted ads
  2. There were 5+ billion mutes from people using Google’s “mute this ad” feature in 2017

Of course, this has led to huge growth in the adoption of ad blockers over the last few years. Consumers have found these to be an easy and convenient solution, but this is not a permanent stance.

There is a widespread acceptance that if advertisers can provide some value to consumers, the latter will be much more receptive to the messaging.

ad_blockers

Worryingly for advertisers and publishers, the growth in mobile ad blocker usage has been very notable and that trend has been particularly marked in the Asia-Pacific region over the past 12 months.

Many publishers have implemented “ad block walls”, which do not allow access to their content for users with an ad blocker installed. That approach is only a stop-gap measure and does not strike at the heart of the issue, however.

It is pretty clear which way the wind is blowing, so Google is aiming to take a modicum of control over the prevailing trend rather than ignore it altogether. Third-party ad blockers, after all, might also end up blocking ads from the Google Display Network.

Moreover, Chrome accounts for 62% of the mobile browser market and 59% of desktop, so it certainly has the clout to make a difference.

And yet, there is a fine balance to strike here between permitting the ads that fuel so much of the digital economy, while precluding those that are overly intrusive. Google, of course, has much to lose if it adopts an overzealous approach, but much to gain if it can become the arbiter of the correct standards for digital advertising.

Which ads will be affected?

The standards by which the Chrome ad blocker will operate are based on the guidelines set by the Coalition for Better Ads. Google is on the board that sets these regulations, but so are many other influential bodies, including the Association of National Advertisers, Unilever, and Facebook.

This collective set out to pinpoint the ad experiences that consumers found to be overly negative when browsing. The research (which can be viewed here) revealed certain types of ad that are most typically tied to negative experiences.

The desktop web experiences that will be affected are:

desktop ads

While the mobile ad types that will be affected are:

Of course, these are broad categories and there are levels of sophistication within each. Google has added the stipulation that publishers have a 7.5% non-compliance threshold before their ads are blocked.

There is also an element of common sense to be applied here. We have all been subjected to the kinds of ads that this initiative targets, whether they are full-screen auto-play videos or pop-up ads that feel impossible to close.

How will Google enforce this?

Significantly, Google estimates that just 1% of publishers will be affected in the short-term by the new ad blocker. It would be fair to say that the approach to cutting out sub-par ads has more in common with a scalpel than an axe. After all, Google knows better than anyone that advertising supports the vast majority of what we see online.

Wes MacLaggan, SVP of Marketing at Marin Software, commented to Search Engine Watch that:

These new standards are meant to create a better user experience for consumers, and ultimately encourage fewer ad blocking installations. In the short term, we’ll see some ad formats and advertisers shut off. These advertisers and publishers will need to invest in more quality ads, while publishers will no longer be able to rely on monetizing with intrusive formats.

Google will also alert sites that are at the “warning” or “failing” level on its scale, to provide an opportunity to clean up their ads. The search giant reports that 37% of sites that were initially in violation of their standards have since made changes to improve the quality of their ads.

Websites that violate the new standards will be given 30 days to remove the offending ads from their sites or Google will block their ads.

5 Powerful Tips For SEO On A Budget

 

In  my early days as a marketer, I used to dream about having an unlimited budget to implement all my ideas. OK, let me be honest: I still do that sometimes. I do it for my own digital marketing agency, Idunn, as well as for clients whose businesses I truly believe in.

But unlimited budgets are just that: a dream.

Even the biggest corporations in the world have a limited budget (albeit the limit is quite high).

So I snap out of it and work on coming up with the best strategies within the budget our clients or I have.

And you know what?

It’s actually quite rewarding!

I love looking back on how much we managed to achieve with so little. We work with a lot of bootstrapping startups, so we actually have a knack for making things work on a tight budget.

SEO on a budget is by far one of the most challenging and common issues of small and medium-sized companies. But it doesn’t mean it can’t be done.

5 tips for excellent SEO results on a budget

Let’s take a look on how we can maximize optimization even with budget constraints.

1. Take a close look at your keyword strategy

I wrote a lot about choosing the right keywords here, but let me summarize this for you: try to go for keywords that are both easy to rank for and relevant for your business.

Here’s an example: it’s hard to rank for “hotel in Paris”, but you can rank for “hotel near the Eiffel tower” much easier. This comes with the added bonus of sending you qualified leads aka the people who are most likely to book your hotel.

Granted, you will get less visitors than if you rank for “best hotel in Paris”. But the strategy above won’t cost you an arm and a leg. And, after all, why should you care about the visitors who don’t turn into customers anyway?

2. Make sure all your information is correct

This is vital for local businesses, but also very important for any type of company. Make sure that your address, phone number, email address, contact person and ZIP code are identical on every platform you use, from Yelp to Facebook and your own website.

Make a Google My Business listing for an added bonus. This way, when people near you search for your products or services, Google will return your page as a result.

3. Write for humans

Yes, keywords are important. But not as important as keeping your readers engaged. If you take a look at the 17 factors that impact ranking, you will see that most of them speak about a great user experience.

Bounce rate, source of traffic, time spent on page and many others indicate that an unnatural writing style will chase off your visitors.

This not 2010. Google bots now understand user intent. And, thanks to innovations like Alexa and Siri, search has become more conversational.

A user is more likely to search “how do I make a chocolate cake from scratch” than “chocolate cake” today. That’s because they also know that the latter search may send them to a bakery shop. If users get specific, you have no reason not to.

4. Outsource SEO tasks

I know what you’re thinking: outsourcing means paying. And we’re on a tight budget, remember?

Of course I do!

But the kind of writing that gets you on the good side of search engines isn’t embodied by 500-word blog posts anymore. You need to go long form and in-depth. This means tons of research and a lot of time spent putting together memorable and informative pieces of 1500+ words.

And time is money. If you get this done in house, you are still paying an employee for it.

Most of the copywriting clients we work with say the same thing: it’s much cheaper to outsource to a reliable agency than to pay a full-time employee for it. Plus, it’s more easily scalable. When your budget runs out, you can pull the plug or limit your investment in content – without firing anyone.

5. Optimize and link everything

It’s quite common to have a superbly optimized blog post and forget about the smaller things. Meta descriptions, alt tags, image tags and more are equally important.

They tell Google bots that your content is relevant for the keyword you chose more clearly than an extra paragraph in your copy.

The same goes for linking. If you’re on a budget and links from other domains are an issue, make sure you do a lot of inbound linking.

It’s perfectly free and incredibly powerful. Whenever you write a new blog post, link to some of your previous ones. Ideally, the anchor text should be the same as the keyword of the article in question.

This is how you signal to search engines that your article is relevant for a certain keyword. The more links to it, the better its ranking.

Conclusion

Great SEO is not something that happens overnight. It’s something that you have to work on continuously. Even if you had an unlimited budget, you’d still have to constantly add new texts and review your links.

The key here is being patient. It may take you a while to see tangible results, but they will come if your work is up to par.

Whatever you do, don’t try black-hat techniques. It may be appealing to hire someone who promises to help you rank on the first position for the most competitive of keywords for a measly $200. But you won’t be ranking high for more than a week! After that, Google will bury your website so deep that you’ll have to buy a new domain in order to get another chance at visibility

Is Your WordPress Theme Secure?

Here at the Attracta HQ, our new Google Audit tool has been a huge hit with our customers – and we still have more new tools slated for release in 2018! While you wait for our next SEO tool, check out these interesting blog posts from around the web – enjoy! – The Attracta Team in sunny St Pete, Florida

Is Your WordPress Theme Secure?

WordPress attacks are on the rise, with new security holes and updated versions being released on a near-weekly basis. But many webmasters don’t bother to check that their WordPress theme itself is up-to-date, or fully secured. Worse still, some WordPress themes have backdoors built in by malicious theme creators. Read this article to find out if your theme is secure – or a security risk.

KaratBank Coin: the unique cryptocurrency that is linked to physically deposited gold in the form of the so-called CashGold.

1. THE KARATBANK ICO
1.1 What is the KaratBank Coin?
The KaratBank Coin is a blockchain-based cryptocurrency that is linked to physically deposited gold in the form of
the so-called CashGold. Each 10,000 KaratBank Coins can be exchanged for 0.1g CashGold at any time.
The KaratBank Coin is designed to be used as a generally accepted electronic payment means for all who consider
gold as a traditional, true, secure and value-stable medium.
Globally, customers on the one side, and merchants and servicers on the other side, rely on the value of gold. In
former times, gold was a direct payment means, particularly in the form of gold coins. However, Gold has
continuously been replaced by bank notes, which nowadays are not, or only to a marginal percentage, backed by
state-owned gold. Therefore, the value of the bank notes issued by the different countries rely on the trust that the
respective country can pay its bills, only this is less sure than in former times. Especially in less developed countries,
the trustworthiness of legal tender moves towards zero.
In this situation, the KaratBank Coin perfectly meets worldwide needs because it is a kind of cryptonyzed gold.
Each coin represents an imaginary certain weight of gold whereby a quantity of 10,000 KaratBank Coins can be
exchanged for physical gold in the form of 0.1g CashGold. Furthermore, it will be made exchangeable for all fiat
currencies and cryptocurrencies worldwide in the future.
The KaratBank Coin can be transferred borderless, cost-efficiently, securely and in real-time. Its value is predictable
because the value of gold has a long tradition, and everybody has an idea about its stability. Therefore, the KaratBank
Coin can become generally accepted worldwide. Currently, more than 480,000 customers from more than 120
countries have already bought smallest gold bars from Karatbars GmbH, Stuttgart, Germany. The total investment
of these customers amounts to nearly EUR 120 million. It is therefore obvious that with this customer basis, the
KaratBank Coin will achieve a high market capitalization: it will write a success story.
The visionary behind the idea to create the KaratBank Coin is Mr. Harald Konstantin Seiz, a German entrepreneur,
founder and owner of several companies, author of books, guest speaker and founder and CEO of Karatbars GmbH,
Stuttgart, Germany.
The KaratBank Ecosystem will comprise the KaratBank Coin, KaratPay and the KaratBank Wallet. In addition, a
KARAT Debit Card (facilitating immediate payments) will be developed in the future.
The KaratBank Coin is based on the Ethereum blockchain protocol. Therefore, it is safe, cost-efficient and fast, and
allows for the use of smart contracts.

Invest now here

 

 

Note: United States of America citizens, residents (tax or otherwise) or green card holders as well as
residents of Canada, the Peoples Republic of China or the Republic of Singapore are not eligible to
participate in the KaratBank ICO. The United States of America include Puerto Rico, the U.S.
Virgin Islands, and any other possessions of the United States.

Everything You Need to Know About Blockchain But Were Too Embarrassed to Ask

tial to change the world pretty drastically.

But what is it?

Blockchain is known as “distributed ledger” technology.

Almost everything we do, whether it’s getting ill, buying a house, using a credit card, voting, traveling by car, or using public transport, involves the creation and movement of data.

Blockchain is a new way of storing and moving that data, where instead of being held all in one place, the information is atomized and spread over thousands of nodes across a network, all locked together with clever cryptography.

That structure allows a lot of cool new opportunities, which we’ll get to in a bit.

Hang on. Why does information need revolutionizing? What’s wrong with the way we store information now?

At the moment, the data that rules our lives is — for the most part — kept in big lumps in one place, whether on a private server, in the cloud, or on paper in libraries or archives. That’s fine for a lot of things, but it can also be vulnerable to attack.

It was recently revealed that hackers breached Uber last year and stole the personal information of 57 million users. You probably heard about the hack — and subsequent publication online — of data on up to 37 million users of the extramarital dating site Ashley Madison the same year. Or the more recent breach at the U.S. credit rating company Equifax, which saw the personal data of 143 million U.S. consumers, including Social Security numbers and, in some cases, driver’s license numbers and even credit card details, stolen.

Photo: Thomas Hawk on Flickr

These breaches can have serious consequences, leaving millions of people vulnerable to identity theft and fraud. The personal nature of the Ashley Madison data compounded the problem, contributing to at least two suicides.

Blockchain would have stopped that?

Not necessarily. Blockchain can’t stop hackers getting into your computer system if your admin password is “password.” But other times, hackers use brute force — sheer computing power — to attack a system; blockchain makes that nearly impossible.

“The internet was created to move information,” says Jamie Smith, CEO of the Blockchain Business Council and head of communications for BitFury, a leading blockchain technology company. “That information needed to be stored somewhere, so everyone on earth has a zillion databases. Essentially, you can think of them like houses. It’s hard to break into a house, but not impossible, and cybersecurity is just a lot of really fancy ways to protect that house.”

Blockchain technology breaks the database into a million tiny pieces, which are then spread across thousands of computers. “Instead of breaking into a house,” Smith says, “you now have to break into an entire town.”

And that’s the “distributed” part of it?

Exactly. Each part of the structure — whether it’s a unit of currency like bitcoin, or the navigation system of a self-driving car, say, or your health or voting records — is spread across the network in a web of interwoven chains of data. The system gets exponentially more secure the more complex it gets.

That’s clever.

That’s just the start. It also self-checks and self-repairs. The computers participating in the blockchain help maintain its integrity by checking and verifying sets of transactions — blocks — which then form a chain with the history of each piece of data encoded on it. Because the blockchain is constantly checking itself, the data on it is immutable. Even if a hacker did somehow manage to break into a block, any changes they made would be immediately and permanently visible.

To get participants to volunteer processing power, different systems based on blockchain, including bitcoin, offer incentives in the form of tokens. That’s what bitcoin is: a value token given in exchange for computer power. That process is called “mining,” and the idea was laid out by Satoshi Nakamoto, bitcoin’s inventor, in this famous white paper.

Nakamoto saw that with the right incentives, a network “based on cryptographic proof instead of trust, allowing any two willing parties to transact directly with each other without the need for a trusted third party” could grow organically, and the more participants on the network, the more power it has to maintain itself. Today, the computers mining bitcoin’s blockchain run almost 5 quintillionencryption procedures — called “hashes” — per second.

That sounds like a lot.

It really is. There has never been a supercomputer built on Earth that could do anything even close to 4 quintillion hash operations per second. It’s more powerful than the world’s top 500 supercomputers combined. This also uses an astonishing amount of electricity — bitcoin mining now uses more electricity than the nation of Ireland.

A direct comparison is difficult, mind you. Supercomputer power, measured in floating operations per second (FLOPS), is not directly comparable to hashes per second. It’s like the difference between torque and horsepower — a tractor may be more powerful than a Ferrari, but it won’t go as fast. Bitcoin isn’t beating Deep Blue at chess anytime soon; it’s just not geared for that. But there has certainly never been anything like it before.

This Satoshi sounds like a smart dude. Who is he?

We don’t know. Satoshi’s identity has always been a secret. People have claimed to be him over the years, but none of them really checked out, and it has been speculated that he may have in fact been a group of people. Those thought to be the most likely candidates have strenuously denied it, and there is now such a mythos around him (or her, or them) that it’s probably better not to know.

What we do know is that Satoshi emerged out of a movement known as the cypherpunks, a community of cryptographers, programmers, and sundry thinkers who, toward the end of the 20th century, began to wonder if there was a better way to approach privacy, information, and power. Among their number were Jacob Applebaum, who developed the anonymous web browser Tor; Wikileaks’ Julian Assange; and Bram Cohen, who developed the distributed file-sharing platform BitTorrent.

BitTorrent? The thing my cousin uses to download bootleg ‘Game of Thrones’ episodes?

That’s the one. Cohen’s insight was that rather than sharing whole files, if you broke them up into small chunks, then people could download them piecemeal from each other as well as from the source. In that sense, BitTorrent shares some spiritual DNA with blockchain.

These guys sound like anarchists.

Anarchists and libertarians, mostly. Blockchain isn’t seductive just because it’s secure; it has the potential to totally circumvent the entire way we operate as a society.

Photo: Rex Roof on Flickr

To the cypherpunks, according to Steve Bellovin, professor of computer science at Columbia University in New York, this was “a perfect solution.” Cryptocurrencies had been around, in one form or another, since the ’80s, but they were centrally created or managed. Satoshi’s insight, elegant and simple, was to decentralize the whole thing.

“You didn’t have to trust governments or banks — it looked perfect for this kind of mindset,” Bellovin says. It spoke to “the cypherpunk dream of a frictionless, or near-frictionless, world economy, allowing money to flow around the globe without having to go through choke points run by governments or monopolistic companies.”

I bet the big banks don’t like that.

Some of them are worried. Jamie Dimon, CEO of J.P. Morgan, has been an outspoken critic of bitcoin in particular. Some say the price growth of bitcoin is a bubble that will inevitably burst sooner or later. But there is a lot of hype around blockchain right now, and banks are not immune to enthusiasm. Initial coin offerings (ICOs), in which new cryptocurrencies are launched, have proliferated madly.

Jamie Dimon, CEO of J.P. Morgan and bitcoin critic. Photo: Jesse Baca on Flickr

Not all of them are legit. In November, the SEC filed fraud charges against the organizers of one ICO, PlexCoin. Just two days later, members of a cryptocurrency mining marketplace called NiceHash found that hackers had breached the site and made off with more than $60 million in bitcoin. Blockchain, like any technology, is only as secure as its users.

But hang on, can’t they just check the ledger and find the hackers?

Yes, actually, in theory they can. While bitcoin in its early days had a reputation for being a tool for criminal activity like drugs or money laundering, that was based on a fundamental misunderstanding of what it does and doesn’t anonymize. If you have the resources — and the ability to subpoena cryptocurrency exchanges to find out what addresses pertain to which users — you can follow the path of a bitcoin much more accurately than you can a paper dollar.

To be clear: Do not use bitcoin for illegal activity; it is not anonymous.

I wasn’t going to.

Good.

Anyway, despite those hiccups, blockchain went mainstream in 2017, as the value of bitcoin and Ethereum rocketed up tenfold in the space of a year.

Ethereum? What’s that?

Ethereum is the second-largest blockchain. It’s much smaller than bitcoin — its cryptocurrency token, ether, has a market cap of $42 billion, compared to bitcoin’s quarter of a trillion dollars — but Ethereum can integrate smart contracts onto its blockchain. “So if I upload a program, let’s say a bet, I escrow some money into it, you escrow some money into it, and then a third party lets us know whether the Chicago Bulls beat the New York Knicks or vice versa, resolving our bet,” explains Joe Lubin, one of Ethereum’s founders.

Ethereum isn’t meant to be just a cryptocurrency like bitcoin, according to Lubin, but a full enterprise platform onto which programmers can build applications for any number of things. Despite that, one ether went from being worth $8 in January to being worth $434 in December as investors began to sense the enormous sums of money to be made.

So where are we going from here?

Blockchain is going to become more and more normalized as the gold standard—for security, at least. As a base for currency, it will face some challenges, but most large banks now have departments specializing in cryptocurrencies, and some are considering building their own private blockchains.

Some countries are, too. Georgia has built a blockchain system for its land title registry; some U.S. states are reportedly considering a pilot scheme to move voting onto a blockchain. There’s talk of using it to secure the New York stock exchange. Walmart, Nestlé, and Unilever are looking intousing a blockchain to underpin their supply chains.

There’s a long way to go yet. Tim Draper, a venture capitalist and bitcoin investor, reckons that eventually “bitcoin will be the main source of money. Blockchain will be used to capture identity and secure contracts. It will be so prevalent that people will not know it, but will use it everywhere.”

That could be a long way off. Bitcoin’s price could continue to rise — or it could crash tomorrow and send the market tumbling, forcing regulators to react. Blockchain is the future — but getting there may be a bumpy ride.

How to Set Up Custom Intent Audiences in AdWords

Custom Intent Audiences in AdWords.

“Consumers are more curious, more demanding, and more impatient than ever. . . AdWords has been redesigned to help you reach these mobile-first consumers in faster and easier ways. Today, we’re introducing more innovations available only in the new experience.” –Anthony Chavez, Director of Product Management, AdWords

Last summer, Google added an array of new features to the AdWords platform including a new interface that Google noted was, “. . . the most powerful change [they’ve] made to how advertisers visualize and manage their campaigns in over 15 years.”

Following such bold changes, Google introduced exciting new AdWords features like promotion extensionsad variations, new opportunities to meet business goals.

What has many excited, however, is the new custom intent audiences.

In mid-November Google announced a variety of new sales-driving AdWords components, including custom intent audiences.

Custom intent audiences enables businesses to leverage the Google Display Network (GDN) to, “…make it easy for you to reach people who want to buy the specific products you offer–based on data from your campaigns, website and YouTube channel.”

Google explained the effects of the new audience option as followers:

The system works by employing machine learning technology to analyze a user’s current or previous AdWords efforts to produce a custom audience to target.

The automatically generated audience is comprised of the most frequently surfed URLs and keywords for a given product or service search.

While this may sound like a wholly automated marketing solution, users do have some sovereignty over the process as custom intent audiences can be automatically created by Google.

Custom intent audiences give both novice and expert advertisers the tools to successfully expand beyond the bounds of Google Display Network’s canned audience groups.

No matter which option you feel more comfortable using, each presents the distinct potential for entering scads of new, prospective consumers into a business’s sales funnel.

Where to Find Custom Intent Audiences

Once you have navigated to the Display campaign portion of the interface, you can head to the audience page to see both types of custom intent audiences.

Start by creating or selecting an ad campaign to run. Next, select the “Targeting” button just below that.

From here, you will be able to select “Intent;” this can be found sandwiched between the “Affinity” and “Remarketing” options.

Now you will be asked to choose between the automatically generated custom intent audience or to create your own.

Auto-Generated Custom Audiences

While crafting a custom audience is within the wheelhouse of some marketers, others might not feel so confident in the process.

For these folks, utilizing the automatically created audience is likely to be more their speed.

After selecting “Custom intent audiences: auto-created,” users will be presented with a myriad of possible audience options.

This is the defining feature of customer intent audiences, as opposed to the topic or placement-based options Display Network users have had up until this point.

Creating A Custom Audience

If you have opted to craft your own audience, after selecting the “Intent” option, click the blue “+” icon found near the words, “New Custom Intent Audience.”

With all your URLs and keywords in place, select “Create.”

You will then be taken back to the previous screen; here you can analyze your campaign’s estimated reach.

Feel free to play with your audience criteria until you have generated a reach you find suitable.

This high level of audience detail and identification provides business owners with a much more refined method for reaching prospects.

Get familiar with this new feature now, as it can help your brand earn tons of new leads and sales.

Will your business opt to leverage custom intent audiences? If so, do you plan on creating your own, or will you let Google do the heavy lifting?

 

8 tips for boosting the speed of your WordPress site

Boosting WordPress website.

That’s the truth – users expect web pages to load pretty much as soon as they click on a hyperlink.

Slow loading web pages can become the leading cause of high bounce rates, low user engagement, lost traffic opportunities, and abandoned sales journeys. Here are some numbers to put things in perspective.

What’s more, ecommerce websites associate fast loading with increased revenue, and the reverse is also true.

The calling is clear: your websites need to load super quickly to sustain and nurture audience attention, avoid high bounce rate, and prevent abandoned sales.

If you have a WordPress site, there are a number of easy and effective methods you can begin using today that will significantly increase your site’s loading speed.

Use grids and floats instead of nested tables

It’s surprising how many websites still continue to use nested tables, in spite of the negative impact they have on page loading speeds. Here’s what a nested table code looks like:

<table>
<table>
………
</table>
</table>

Such coding adds additional burden on the browser, delaying complete loading of the content. Instead, use non-nested table structure as follows:

<table>...</table>
<table>...</table>

More importantly, use floats and grids to enhance loading speed. Here is a basic float example:

<h1>Basic float example</h1>
<img src="https://www.examplesite.com/files/image.jpg" alt="image anchor text">
<p> Sample text </p>
<p> Sample text </p>

Reduce the number of HTTP requests

A web page consists of several components – stylesheets, Flash components, images, scripts, and more. To deliver content rich experiences, you need to opt for entire PageSpeed Insights Optimizationprocess.

More the number of elements per page, more the number of HTTP requests made for each of these, resulting in longer page loading time durations, which could hurt your conversions. Yahoo estimates that almost 80% of page loading time is accounted for the time spent in downloading the different elements of the page.

Use the HTTP requests checker tool to find out how many requests your page makes.

Luckily, you can reduce HTTP requests without ruining your web design. Here’s how:

  • Combine files: Use scripts and external style sheets (but don’t have more than one script and CSS file each.
  • Image maps: Use contiguous images instead of several image blocks, to reduce the number of HTTP requests.
  • CSS Sprites: Combine multiple images to a sprite, and call the sprite instead of each image. When the sprite contains images from internal pages also, the internal page load times improve, because the content is already downloaded before the user reaches there.
  • Make smaller Javascript blocks inline.
  • Convert images to Base64 coding using an encoder; because it transforms an image into code, the HTTP request is prevented.

Break comments into pages

Your most popular content posts could also be the ones loading the slowest, because of the hundreds of comments on the page. You can’t block comments, because they are conversation starters and link builders for you.

How do you manage, then? WordPress offers a very smart solution – break the comment stream into pages.

In the Dashboard, go to Settings. Under the section Other comment settings, you can tweak the settings for how many comments appear on a page, and which page is displayed beneath the article.

Upgrade to the latest PHP version

Upgrading your website every time a new PHP version is launched can be a bit of a headache. But it’s worth your time and effort. The same scripts could run almost 25-30% faster on newer PHP versions; imagine the kind of website loading time improvements it can bring for you.

PHPClasses published an extensive experimental study, which highlighted that scripts ran significantly faster on PHP 7.1 as compared to previous versions.

Gzip compression

If you use Google’s PageSpeed Insights tool for a quick analysis of your web pages, it’s likely you will find advice to use Gzip compression. This compression enables web servers to compress heavy website content elements.

The compression is so effective that it could reduce your page size to 30-40% of its initial size. Dolloped speeds, because of this, could increase to three or four times their previous speed.

For many webmasters, installing a Gzip compression plugin continues to be the best option. W3 Total Cache plugin, apart from all its amazing features, also offers HTTP compression.

Other options are:

  • Ask your web host if it offers Gzip compression.
  • Manually enable Gzip compression via .htaccess (this guide by Kinsta explains how to do so)

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How it’s best to trade the stocks (CFDs) on the MT4 platform.

traders academy club
So here are few tips I want to give you for better results!
1- Always prefer buys. You see, Stocks, not as Forex, are theoretically unlimited to the upside, as it’s a simple representation of a company value. Forex is different as it is currency vs. currency. So for stocks, prefer the buys, unless the whole market is bearish and crashing.
2- Aim for bigger risk reward. CFDs, especially to the upside. CFDs, when they are in momentum, can pay back BIG time. So it’s much easier to take bigger profits there.
3- Trade volatility based systems, to enjoy the most of the volatility and the trend riding. Such as sRs 2.0 which is all about the volatility. The setups using this system provide you much better entries on the right time to enjoy from full potential ride.
4- Join higher time frames trends. It gives you extra points to end up with big winner.
5- Play smart! Keep your risk low, and aim for big returns. At the end of the day, trading is a statistical numbers game.
Here is an example of the trade taken in the Traders Academy Club 2 days ago.
The chosen stock – Bayer.

Weekly Trend

4H bullish reversal after bullish divergence –
And the entry after all the signs, is a peace of cake –
And that’s my friend – how you get monster returns! You don’t need many of these, you need few good ones, and it will boost your profits up!
And…. yes, the sRs is available for you for free, here –
And if you already have your copy, rock on! Use the tips above and enjoy the rides!
See you in the academy club –
Yours for your success,