Google must face a proposed class action lawsuit from advertisers claiming that it monopolizes the ad exchange market, a U.S. judge has ruled.
However, some antitrust claims made by advertisers, particularly those centred on ad-buying tools, have been dismissed.
The allegations. The advertisers claim that Google monopolizes the ad exchange market, leading to higher ad prices for advertisers and limiting their access to more budget-friendly alternatives.
Ruling. The decision to strike out some claims while allowing others to proceed was made by U.S. District Judge Kevin Castel. Explaining his reasoning, he said:
“The advertisers have not plausibly alleged antitrust standing in the markets for ad-buying tools used by large advertisers, but they plausibly allege antitrust standing as to injuries they purportedly suffered from anti-competitive practices in the ad-exchange market and the market for small advertisers’ buying tools.”
Next steps for Gannett. Judge Castel stated that Gannett, the largest U.S. newspaper chain and publisher of USA Today, has the option to pursue a separate case to establish that Google fraudulently concealed the anticompetitive effects of certain technology.
What has Gannett said? Gannett’s CEO Mike Reed released a statement explaining the impact Google’s alleged illegal practices have allegedly been having on news publishers:
“News publishers depend on digital ad revenue to provide timely, cutting-edge reporting and essential content communities rely on, yet Google’s practices have had negative implications that depress not only revenue, but also force the reduction and footprint of local news. Without free and fair competition for digital ad space, publishers cannot invest in their newsrooms.”
What has Google said? Dan Taylor, vice president of Google Ads, has denied the allegations.
“These claims are simply wrong. Publishers have many options to choose from when it comes to using advertising technology to monetize – in fact, Gannett uses dozens of competing ad services, including Google Ad Manager. And when publishers choose to use Google tools, they keep the vast majority of revenue. We’ll show the court how our advertising products benefit publishers and help them fund their content online”
Why we care: This is the latest in a string of lawsuits in which Google has been accused of violating antitrust laws. The outcome of these cases could force the search engine to implement big changes such as the divestment of its ad business, which could potentially lead to increased transparency, more campaign control for advertisers and better innovation – which could also possibly mean the creation of new ad tools.
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Google confirmed it’s updating the verification process for Local Services Ads. The tech giant begun informing advertisers in specific sectors, like law services, about the update on March 4.
However, there are additional reports suggesting that a broader verification process update is in the works to address spam issues within the Local Services Ads (LSA) program.
What’s changing. Starting from the end of 2024, certain professionals featured in your Local Services Ads, such as lawyers, must undergo an identity check in addition to the license check to confirm their affiliation with your business, according to an email sent to advertisers by Google. To maintain the continuity of your Local Services Ads, the business owner or senior partner in your firm or practice must also pass an identity check. Moreover, any featured professionals will be required to undergo an identity check to continue appearing in your ads.
Why now? Google is updating its system to better protect against fake attempts to pose as licensed professionals, ensuring consumers are safe from impersonators.
Timeline. This change is being implemented gradually, starting with smaller states, and will progressively move to larger states throughout the year. Providers or featured professionals who need to take action to verify their identity should have already received an email with instructions on how to complete the verification process.
Google update emails. Anthony Higman, CEO of online advertising agency Adsquire, shared a preview of the email he received from Google on X:
Len Raleigh, President of Telapost SEO & Content Marketing, also reported receiving the same email on X.
Next steps. Affected advertisers will receive an email from Google seven days before the initiation of the identity verification process for their business. Once the identity verification starts, the business owner or senior partner and featured professionals will receive an email from Google’s verification partner, Evident, with additional instructions. If the business owner or a senior partner in the firm fails to pass the identity check within six days, their ad will cease to appear in search results. Similarly, featured professionals who do not complete identity checks within six days will no longer be featured in the ads.
More changes to come? Google began sending out verification update emails shortly after X user @coreyofthemtn wrote that “big changes” were coming to LSAs. He posted:
“Just spoke to our rep and there’s a new verification process about to roll out and if you don’t verify within 60 days you get kicked out. No details yet. Wait to hear precise instructions.”
“We discovered because several clients profiles suddenly had no reviews. What had happened was our GBP team had changed the address and the LSA profile address was no longer an exact match.”
“So this caused the GBP and the LSA linkage to disconnect entirely. That in and of itself is a pretty big discovery IMO. But the major rollout of a new, additional verification process seems like it could be the answer to Spam that so many of us have been waiting for from.”
Why we care. The upgraded verification process can protect your business from impersonator scams. If left unchecked, these scams may limit your campaign’s reach, resulting in fewer leads and a lower return on ROI.
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What Google is saying. A Google spokesperson told Search Engine Land:
“We are launching advertiser identity verification for legal professionals who use Local Services ads in the U.S. We will ramp up this rollout gradually in 2024, so some advertisers can expect to receive notices asking them to go through the verification process.”
“This effort is intended to protect legal professionals from impersonators and also protect consumers from working with people who are bad actors.”
“This is the first of efforts you can expect to see this year to protect consumers and advertisers from bad actors. This is the first of several steps we’ll take this year to improve protection for consumers and advertisers in Local Services Ads.”
The home care landscape continues to evolve as people invest more time, money, and emotional energy into their personal sanctuaries. Our homes provide comfort, security, and refuge from the outside world. Consequently, home maintenance has become increasingly important yet complicated. Juggling appliance servicing, HVAC inspections, and more can quickly become anxiety-inducing, but with a clear schedule for home care check-ups, you can transform home maintenance from a source of stress into an act of self-care.
Approaching home care check-ups systematically allows you to tackle maintenance needs proactively rather than reactively and prevent minor issues from spiraling into costly headaches down the road. Just as you would schedule regular doctor’s appointments to monitor your health, it’s wise to calendar consistent inspections to monitor your home’s “health.”
Preventative care enables you to stay ahead of problems, keeping your systems and structure in their best condition. The key is consistency and comprehensiveness. Setting up a calendar that includes monthly, quarterly, bi-annual, and yearly check-ups helps ensure that everything runs smoothly rather than scrambling to book specific contractors only after disaster strikes. More importantly, finding a company that does most of the home care services and knows your home well will save you any further headaches.
Monthly Schedule for Home Care Check-ups Tasks
A quick monthly walkthrough catches small issues before they become costly headaches. Mark your calendar to replace furnace filters each month, inspecting vents for dust buildup simultaneously.
Clogged air filters reduce airflow, overworking your HVAC system. Set a monthly leak check, surveying under appliances and sinks for moisture indicating a potential leak.
Finally, test all safety devices on the first Monday of the month, including smoke detectors, carbon monoxide monitors, and fire extinguishers. Press detector buttons to ensure alert sound functionality and shake extinguishers gently to mix up chemical agents.
Quarterly Home Care Tasks
Though a quick, consistent monthly schedule for home care check-ups provides invaluable prevention and preparedness, you should still schedule service professionals to perform comprehensive system inspections each quarter. Clear out any lingering autumn leaves and other debris to maintain gutter functionality before winter snow and ice arrive. While easy to overlook, gutters control appropriate drainage, keeping basements, foundations, and landscapes intact, so commit these more intensive assessments to your calendar every three months.
Bi-annual Home Care Tasks
Twice each year, devote time to deep cleanings targeting oft-neglected areas like walls, windows, and appliance exteriors. Catalog cabinets and storage spaces that become disorganized repository dumping grounds, and hire appliance technicians to tune up refrigerators, dishwashers, washers, and dryers, optimizing energy efficiency and longevity.
HVAC technicians can spot minor inefficiencies that cause energy waste and deterioration over time when they check your system twice a year — once in the Spring for A/C performance and again in the Fall for heating. They also help prevent plumbing disasters through bi-annual drain cleaning and dislodging accumulating grime that breeds blockages.
Moreover, part of your schedule for home care check-ups is ensuring your home envelope is draft-free by caulking and sealing leaks around doors and windows. Schedule intensive biannual cleanings during spring and fall when you tackle other preparations like servicing HVAC equipment.
Annual Home Care Tasks
Critical protective systems and surfaces require annual inspection from roof to foundation. Schedule professional roof examinations during dry seasons to pinpoint flashing failures, damaged shingles, and vegetation infringements.
Budget for repairs like exterior paint touchups, which enhance aesthetic appeal while protecting siding from moisture damage, and book seasonal HVAC servicing before both heating and cooling seasons to ensure your operating system is smooth and ready to maintain comfortable indoor temperatures. Even if done just once yearly, these maintenance measures provide invaluable protection.
Special Considerations for Different Seasons
Tailor maintenance to seasonal shifts to safeguard your home’s integrity. Winter prompts insulating pipe wrap installation, preventing ruptures during hard freezes, so arrange heating system cleaning pre-winter to eliminate dust accumulation that strains furnace components.
Additionally, plan exterior repairs in Spring after heavy winter weather exposure. Summer demands peak AC performance, so schedule tune-ups to optimize efficiency. Autumn again shifts focus indoors, so test insulation levels and service heating equipment before the bitter cold arrives. Each season brings specialized demands, but consistent diligence preserves your home’s health over the long term.
As seasons change and years pass, the maintenance needs of our homes evolve. What remains constant, however, is the shelter, security, and sanctuary our homes provide against outside stresses. By dedicating focus to preventative home care check-ups, we shift our mindset away from waiting for things to break before fixing them, and with consistent walkthroughs guided by comprehensive checklists, we catch minor issues early and monitor for subtle changes over time.
While no inspection regimen prevents all system failures or structural damages, diligent monitoring and servicing can mitigate extensive repairs. Scheduling maintenance checks annually, seasonally, quarterly, and monthly prompts us to cover every base — from landscape to roof to foundation — allowing us to care properly for our home so it continues caring for us.
Just as consistent doctor visits and daily hygiene preserve human health, a regular schedule for home care check-ups preserves a properly functioning refuge. By blocking out time to methodically maintain your property, your revitalized home emerges better equipped to operate optimally, all while looking beautiful, keeping you comfortable, and protecting what matters most. In this way, scheduling home care check-ups transforms maintenance into an act of self-care.
In the evolving landscape of the global economy, the rise of remote work has redrawn the boundaries of professional engagement and career development. Once a niche option, remote work has surged in prevalence, fundamentally altering the dynamics of employment and workforce participation.
In the wake of the COVID-19 pandemic, the shift towards remote and hybrid work models has become a permanent fixture for many organizations worldwide. As of a September 2023 survey, 14 percent of full-time employees are fully remote, with 29 percent embracing hybrid work models, reflecting a significant transition from traditional office-based roles.
This transformation, while opening doors to unprecedented flexibility and work-life balance, also ushers in the challenge of standing out in a crowded digital workspace. The essence of personal branding emerges as a pivotal strategy for professionals navigating this new terrain.
Personal branding — the practice of marketing oneself and one’s career as a brand — is not merely a self-promotion tactic but a fundamental component of professional identity in the digital age. It distinguishes individuals in a saturated market, enabling them to showcase their unique value propositions, expertise, and professional ethos effectively.
“The importance of personal branding in the remote work era cannot be overstated,” shares Shiela Mie Legaspi, President of Cyberbacker. “It acts as a beacon, guiding potential employers, collaborators, and clients through the digital expanse to the unique offerings of a professional.”
Understanding Personal Branding in a Remote Context
In the digital expanse of remote work, personal branding is a strategic pillar for career development and visibility. In essence, it involves the intentional and strategic effort to create and influence public perception by positioning oneself as an authority in one’s industry, elevating their credibility, and differentiating themselves from the competition.
The Role of Personal Branding in Remote Work
With the digital workspace becoming increasingly saturated, personal branding emerges as a crucial lever for professionals to pull to stand out. In a remote context, where face-to-face interactions are limited or nonexistent, personal branding fills the gap by enabling professionals to showcase their skills, experiences, and values effectively. “It serves as a virtual handshake, providing a first impression that can make or break opportunities for career advancement.,” observes Legaspi.
Enhancing Visibility and Credibility
A well-crafted personal brand enhances visibility in several key ways. Firstly, it leverages the power of social media and professional networking platforms, such as LinkedIn, Twitter, and personal blogs, to showcase professional achievements, thought leadership, and industry insights. By consistently sharing valuable content, engaging with peers, and participating in relevant conversations, professionals can significantly increase their visibility within their industry.
Research on personal branding highlights its impact on career success. According to Techsche, “By crafting an authentic and compelling online presence, professionals can establish credibility, showcase their expertise, and build valuable relationships with industry peers.”
Additionally, professionals who actively manage their personal brand online are more likely to receive job offers, benefit from networking opportunities, and be considered for promotional opportunities. A strong personal brand can attract freelance and consulting opportunities, as clients are drawn to individuals who have established themselves as experts in their field.
Building Trust and Authority
Trust and authority are foundational to effective personal branding. In a remote setting, where the usual cues for trustworthiness and expertise are absent, a personal brand acts as a surrogate.
By consistently presenting oneself professionally online, sharing expert insights, and contributing to industry discussions, professionals can build a reputation as trusted authorities in their field. This reputation, cultivated over time, opens doors to new opportunities, collaborations, and career advancements.
Strategies for Personal Branding in a Remote World
Developing a personal brand in a remote context requires a strategic approach. Key strategies include:
Identifying and articulating your unique value proposition (UVP): Clearly defining what sets you apart from others in your field involves introspection to understand your strengths, passions, and the unique blend of experiences that you bring to the table.
Creating a consistent online presence: Ensure that your online profiles across various platforms reflect your professional identity and UVP cohesively. Consistency in messaging and visuals helps in building recognition and recall among your audience.
Engaging with your industry community: Active participation in industry forums, social media groups, and online events can significantly boost your visibility and establish you as an engaged and knowledgeable professional.
Personal branding in a remote work context is not merely about self-promotion but about strategically positioning oneself for career growth and opportunities. By increasing visibility, building trust, and establishing authority, professionals can navigate the complexities of the remote job market more effectively, unlocking doors to career advancement and success.
Embracing personal branding as an integral part of your professional development requires a strategic mindset, a commitment to authenticity, and a willingness to engage with your community. The digital workspace offers a unique canvas for professionals to paint their careers. By leveraging the principles of personal branding, you can navigate this space with confidence, purpose, and visibility.
“Remember, the impact of a well-crafted personal brand is profound, not just in elevating your career but in shaping the future of work itself,” affirms Legaspi. As you look ahead, harness the power of personal branding to create a more connected, visible, and impactful professional world.
Content pillars are foundational to your brand’s content strategy. They are the central themes that drive your messaging and shape your identity across platforms.
Developing strong content pillars is crucial for every brand that wants to attract and engage followers online. They help you build connections with your target audience by creating informative, inspiring and entertaining content.
This article explains how to develop content pillars that properly convey your brand’s values.
What is a content pillar?
A content pillar is a fundamental theme that forms the backbone of a brand’s content strategy.
Content pillars establish the overarching topics and messaging that shape a brand’s identity and voice across its online platforms and social media presence.
Effective content pillars resonate with a brand’s target audience and reflect the interests, values, areas of expertise and business goals.
They provide a consistent framework for creating content that educates, inspires, entertains and fosters connections with followers.
Brands can leverage content pillars to develop cohesive, engaging messaging and experiences across their digital properties.
Identifying your brand’s core themes
Your content pillar’s will often be a mix of areas of expertise alongside the values of the business and more personal insight. For example, for an SEO agency, you might have:
SEO journey and case studies
Sharing personal stories of SEO challenges and successes, including detailed case studies of past clients or projects.
This pillar humanizes the agency, showcasing the team’s expertise and the tangible results achieved through their strategies. It provides both inspiration and evidence of their capabilities.
Practical SEO tips and tricks
Offering actionable SEO advice drawn from personal experience and professional practice.
This could range from basic to advanced techniques, always with a personal touch or unique perspective that reflects the agency’s deep understanding of SEO.
Trends and future predictions in SEO
Analysis and opinions on current trends in the SEO industry, combined with predictions for the future, based on the agency’s collective experience and insight.
This pillar positions the agency as forward-thinking and knowledgeable about the direction of SEO.
Behind-the-scenes at the agency
Content that reveals the day-to-day workings of the agency, including team introductions, office culture and the tools and techniques used to achieve success.
This pillar fosters a connection with the audience by offering a glimpse into the personal side of the business.
Animal welfare
Sharing insights on the agency’s fundraising activity and pet-friendly working environment.
This instills fun into the content by introducing one of the internet’s most popular types of content – animals.
It also reflects the agency’s commitment to animal welfare and shows a softer and fun side to the business.
Making content pillars that really connect with your audience is like tuning a guitar. You must find the perfect mix that makes people pay attention, just like a great song. It’s all about being consistent and creative at the same time, making sure your content teaches, inspires and entertains.
Think of your content pillars as something alive that grows and changes with what your audience likes and how your brand develops.
1. Make your content fit your audience
To make your content pillars fit what your audience wants, you must listen closely to what they’re looking for and what problems they have, just like a tailor carefully measures for a suit that fits perfectly.
Your messages need to speak directly to your audience, making each post feel like it was made just for them.
When you make sure your content meets your business goals and matches your audience’s needs, every piece of content will feel personal and meaningful.
Putting your brand’s story into your content pillars can help by adding an interesting story to your social media posts.
It’s not just about the words you use; it’s about making your audience feel part of your adventure, sharing your ups and downs.
When your content pillars show what your brand is all about, they become more than just facts – they become memorable stories.
2. Mix up your content
Having a variety of topics in your content pillars means giving your audience lots of different posts to enjoy, from simple how-to guides to exciting peeks behind the scenes. Changing up the types of posts and topics keeps your audience interested and makes them want to keep coming back to see what’s new.
Be flexible and ready to change, making sure your topics match what your audience is interested in, but also remember that your content pillars need to fit nicely into the values, goals and ethos of the business.
3. Tailor your content according to each platform
This is about making sure your content is right for each social media platform. You will want to create different types of posts within each content pillar.
Much of this can be tweaked and repurposed and cross-posted. If you are new to this, then focus on one or two platforms first and build it out from there.
4. Keep a consistent voice across platforms
It’s important to keep a consistent brand voice across your content regardless of the platform. This helps make your brand easily recognizable to your followers, whether they are viewing your content on your website, LinkedIn or TikTok.
Even with different mediums and platforms, you must keep that consistency to avoid confusing your audience.
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Creating a detailed plan for your content helps you keep track of what to post and make sure you cover all important topics and stay organized.
You might choose an overarching topic each month and then fit the different pillars into that topic.
Taking the SEO agency example again, your topic for the month might be Google’s algorithm updates. Then, for the different pillars, you could do the following:
SEO journey and case studies: Sharing a story of how a client’s website was badly hit by a Google update and what you did to recover. You could include real-life examples of analytics data and testimonials.
Practical SEO tips and tricks: Top 10 things to consider if your website traffic drops after a Google update. Give your audience actionable ways to identify potential issues and how to address them.
Trends and future predictions in SEO: A look at the likely upcoming updates and how you can try and mitigate the risk of your website’s performance from suffering.
Behind-the-scenes at the agency: Video clips of team members’ thoughts around the latest Google updates and their top pieces of advice.
Animal welfare: Talk about Google’s animal friends (Panda, Penguin) and put out a poll as to new animal names Google might use for future algorithm updates.
6. Post at the best times
Posting when your audience is most likely to see your content can make a big difference.
Using tools to schedule your posts for these times helps keep your brand in the spotlight and increases how much people interact with your posts.
Experiment, analyze and experiment some more.
7. Use real customer content
Adding content from your users brings a real, personal touch that hard-to-beat marketing alone can’t.
Showing real people using your products or services and giving testimonials build trust and make others want to join.
Adding keywords to your content across social media posts can help you reach a wider audience. It makes your content easier to find and more relevant to what your audience is searching for.
9. Adjust your strategy based on data
Regularly updating your content strategy based on what’s working helps keep your content fresh and relevant. It’s like pruning a plant to help it grow better.
10. Learn from successful brands
Looking at how successful brands use content pillars can give you great ideas. It’s like getting a behind-the-scenes look at what makes their strategies work so well.
11. Use proven tactics
Applying what works well for other brands to your own strategy helps you build on a solid foundation. Learning from the best practices of others can streamline your efforts.
Content pillars are key to a strong content strategy. From picking your main themes to tailoring them for your audience and checking their impact, they help create a unified online presence and keep your content unique to you and your business.
This article explores how these factors collide by examining Google’s use of search engine results page (SERP) list-based features to further their monetary gains while going against their own content guidelines and advice.
By the end, you will see how list-based SERP features directly copy programmatic SEO practices, which Google’s own spokespeople have long labeled as spam.
These features not only fail in their promise to enhance the user experience but also diminish the visibility of legitimate publishers with original ideas, worsening the search landscape.
How From sources across the web came to dominate search results
Around 2022, Google started introducing a SERP feature, From sources across the web, which today appears to have replaced all previous list-based content summary SERP features.
Table 1. A timeline of Google’s attempts to summarize and organize list-based content from web publishers
Google now uses From sources across the web for a variety of search queries, mainly with commercial intent, such as:
Best (e.g., best date spots in {city}, best small towns near {city}, best {service provider}, best {software type}, best {software type for})
Checklist (e.g., YouTube checklist)
{type} software (e.g., SEO software, analytics software, ERP software)
Date ideas in {location} (e.g., date ideas for couples in Dallas, date ideas for families in California)
{industry} tools (e.g., SEO tools, SaaS tools, Analytics tools)
How the From sources across the web relates to programmatic SEO
When people think about programmatic content, often they think of content generated programmatically (via ChatGPT or equivalent) or spam (as Google spokespeople have referred to).
Programmatic SEO is actually database-driven. All information is organized in a database, which then populates dynamically a page template to create unique pages.
The content aspect of programmatic SEO (i.e., populating the database) can be generated programmatically (i.e., via generative AI), but that has not historically been the case.
Typically, it’s pulled from the internal databases of big enterprises. For example, think about these databases and how they are used:
The hotel list of booking.com is used to create content in formats like {hotel type/descriptor – e.g., luxury, family} hotels in {location}
The flights database of Expedia is used to create content in formats like cheap flights to {destination}
The company database of G2 is used to create content in formats like best {industry} software
To populate the data in this SERP feature, Google is pulling data from the most prolific list-based content websites, which in many industries are also big enterprises and combining it with its own data on entities and brands.
This is described in some of their patent filings, specifically patent US11720920B1 from 2021, which describes a content management system or storage system (otherwise – a database) where eligible content items (entities, brands) are combined with top search results to create a combined search result item.
This practice directly aligns with the description of programmatic SEO or otherwise – database-driven content structured via a reusable template before being presented to the user.
Let’s explore the use of this in detail.
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How this practice is worse for both users and publishers and why Google is doing it nonetheless (Spoiler alert: it’s money)
Now that we’ve covered the basics and how we got here, let’s explore the age-old question:
Does this actually improve search results and the user experience, or is it yet another tactic that Google uses for its gain?
Breakdown of SERPs accuracy, authoritativeness and overall quality in relation to search intent
Let’s dive into a searcher’s journey. Consider the query [best SEO consultants], where we encounter the From sources across the web SERP feature.
We want to assess the information’s validity and its relevance to the query. From the image below, we can draw the following insights.
There are 24 slots for SEO consultants to be added:
Only 14 of those slots are filled in by actual SEO consultants and 10 of the entities mentioned are organizations or agencies.
7 of 14 people mentioned in the SERP feature no longer have an SEO consulting practice, meaning – they have either now moved on to other companies (including being hired by Google), founded their own companies or are no longer taking SEO clients
Only 2 out of the 14 people mentioned in the SERP feature are women and only 3 are people of color.
Out of the 24 slots in this SERP feature, only 7 of the slots are filled with data that directly and accurately addresses the user query.
(We now have yet another hurdle to surpass to get a leveled playing field as women or minorities.)
Let’s take it a step further and answer the question – where is Google pulling this information from? It’s Google, so they must be using some quality sources and a good variety of them, right?
Well, no.
Upon inspecting the sources further, we can note several major flaws with the selection of sources that inform this SERP feature:
Google chooses sources that clearly do not match the search intent, e.g., SEO expert ≠ SEO consultant
Google sources information from non-authoritative, non-factual, affiliate/sponsored link sites or spammy websites.
For context, out of 80 links featured as part of the “best seo consultants” search results, there are:
30 from LinkedIn Pulse (primarily AI-generated content).
7 from icreativez.com.
4 from Medium blogs.
There are very few links in the sample (see below) that would be considered good and definitive sources to use for such a query.
There are only 27 unique sources that informed this SERP feature.
Google does not feature any original research to create these panels.
Google does not fact-check the information featured.
Google does not use all of the web sources available to it to create these summaries.
What are Google’s motivations for doing this?
I imagine what many of you are thinking, “Well, if they actually analyze all web sources to create these panels – imagine the costs involved in delivering this information at scale, with precision.”
Yes, that’s true. Aside from being costly and resource-intensive for Google to do correctly, it will also involve not relying on links or click data but actually understanding the content of webpages. But as Google has hinted in their antitrust trial, they likely don’t know how to do this yet.
Still, we have to understand why they are doing this in the first place. What type of websites usually invest in and benefit the most from programmatic SEO (database-driven) content?
The first thing that comes to mind is big enterprises with huge databases because that’s what you need to run a successful programmatic SEO campaign. Think:
Expedia, TripAdvisor, Skyscanner, Booking.com in travel.
Zapier, Canva in SaaS.
G2 and Clutch in reviews.
Representatives from Expedia and Booking.com testified against Google in the antitrust trial. They accuse the organization of monopolizing search results by unfairly promoting their competitor micro-organizations (like Google Flights and Google Hotels) and introducing changes to search results pages while simultaneously raising advertising prices to push competition away.
Going back to the From sources across the web snippet, the only way to surpass this block of text is to pay for a sponsored placement.
List-based queries are entirely a pay-to-play game now. Pay a third party to feature you in spammy lists or pay Google to appear before the SERP feature as a sponsored post.
That’s just another way for Google to directly target companies that would otherwise dominate the search results organically for these types of queries, making sure that either the companies pay them for visibility or they lose on user clicks to their website. Yet again, that’s nothing new.
While there is no research looking at click interactions with this particular featured snippet, data from 2017 showed that featured snippets appear at the top position in about a third of results.
There is also a rise in the number of clicks they receive on average – 2017 data showed featured snippets receive around 8.6% of clicks when in Position 1 on average, while a more recent study from 2022 revealed that this number has risen to 35.1%, meaning on average featured snippets received 35.1% of the total click share.
Since these two studies were published, featured snippets appear to have become even more prevalent – in terms of screen size and how often they surfaced. I imagine a present-day study on featured snippets would be much gloomier for clicks on organic results.
This practice hurts not only users and publishers but also the search and information landscape
Beyond all of these issues, this practice enforces a very big problem – it demotes truly unique and original ideas, worsening the search and information landscape.
In many cases I looked through as part of my research, the user is worse off with the information listed in the SERP feature than if they were to visit any of the top-ranked pages.
Let me explain.
Suppose you have or work for an independent website and your niche’s search results are dominated by these snippets when you start creating your content in a listicle format.
In that case, you will need to look at the top-ranked results and the search snippet data and, to a degree, replicate the data in them as part of the list you create.
But, the key thing that any reputable consultant will say is to improve the list by adding new ideas, concepts, original data, research, new perspectives, etc.
So, you include a bunch of original, highly relevant ideas in your lists. Ideas that no other website has written about. Would they be featured in the snippet? No.
Not unless other sites mention them, too, at which point they will no longer be original. Your small website is unlikely to be featured anyway due to a lack of perceived authoritativeness. (Otherwise, links or whatever other metric Google uses to determine which websites to include in the snippet).
So, to get a placement in this feature, inherently, your list should mention things that other websites have mentioned. The presence of the SERP feature means that the user needs to click on your article specifically to see the original ideas. By default, the user sees only unoriginal ideas as part of the SERP’s top result – the snippet.
This creates a vicious loop of unoriginality, fuelling top results for queries, which are highly important for users and publishers alike. In my opinion, this is one of the reasons why people turn to TikTok, YouTube or forums to get more personal recommendations and original ideas for this type of query.
Why I care about this – and why you should, too
To recap, here are some of the key issues:
Google’s From sources across the web is, by definition, a programmatic SEO format, but it’s not a format that uses any original content.
The information in Google’s databases, informing the snippet, appears not to be fact-checked or frequently updated and often presents information from a limited number of low-quality sources that do not align with the user’s search intent.
These snippets dominate commercial intent queries, often taking the first position when they appear in search results and can only be outranked by sponsored slots.
In many ways, the entire process of how the snippet is built and how well it addresses the search intent is against Google’s own content quality guidelines. Yet, the same are applied to demote independent publishers.
Overall, this featured snippet leads to the erasure of original ideas and, in some cases, even disadvantages entire minority groups, all done for the sake of higher ad revenue on Google’s end.
I have a sense of what many readers will say in relation to my analysis, and I want to dispel some myths:
“You’re not a good SEO! If you’re a good SEO you wouldn’t be worried about this and you will just find a way to be featured in the snippet, one way or another.”
So, unless we all decide to put on our black hat and ditch any integrity in how we do our work, we’re screwed?
“Google has a duty to shareholders to keep costs down and raise profitability.”
As a shareholder, I understand that. I also think they have a duty to people who do billions of searches on their platform daily to surface accurate information based on authoritative sources relevant to the user query and overall move toward better quality search results and improve their product, Google Search.
“If they only change which pages they pull the information from, the problem will be solved.”
I disagree. Fundamentally, this snippet reduces the visibility of truly original ideas. Its structure and design fail to provide the much-needed context on the included list items, their relevancy to the user’s search and the selection process behind the list items and sources added in the snippet.
I hope that collectively, as an industry, we can advocate for change and compel Google Search product managers to heed our concerns.
This analysis aims to shed light on the challenges faced by users, service providers, and publishers, illustrating why ranking organically for commercial intent queries has become increasingly challenging without resorting to sponsored placements on third-party sites or Google Ads.
In today’s dynamic world, the concept of working from home has evolved into a versatile and lucrative opportunity for many. The year 2024 presents exciting prospects for those seeking ways to make extra money without stepping out of their comfort zones (and homes). Here are eight powerful ways to make extra income from home.
1. Freelancing
Embrace the gig economy by channeling your skills and expertise on freelancing platforms. Websites like Upwork and Fiverr offer a vast array of opportunities, spanning from graphic design to digital marketing. Leverage your unique abilities to attract clients and establish a steady stream of income. With dedication and consistency, freelancing can become a sustainable source of revenue.
Online freelancing is not only a practical method to generate extra income from home but also a great way to expand connections worldwide through big platforms. It is also a great way to enrich your portfólio with new projects coming in regularly which can turn you into an authority in your niche.
2. Delving into E-commerce
In the digital era, setting up an online store has become more accessible than ever. Platforms like Shopify and Etsy provide user-friendly interfaces for creating and managing your e-commerce venture. Identify a niche, source quality products, and embark on your entrepreneurial journey. The key lies in effective marketing and customer engagement to drive sales and maximize profits.
Leverage the power of social media platforms to expand your reach and connect with your target audience. Utilize visually appealing and informative content to showcase your products, fostering a sense of trust and credibility among potential customers. Implementing search engine optimization (SEO) techniques in product descriptions and website content can enhance visibility, ensuring your store stands out amidst the vast digital marketplace.
Additionally, consider integrating customer reviews and feedback mechanisms, as they not only build trust but also provide valuable insights for continuous improvement. Remember, in the world of e-commerce, the marriage of product quality, strategic marketing, and customer-centric practices is the recipe for sustained success. With hard work, perseverance, and an integrated approach, your online store can emerge as a thriving and profitable venture to make extra income from home in 2024.
3. Mastering Affiliate Marketing
Become an affiliate marketer and monetize your online presence by promoting products and earning commissions. Engage with affiliate programs aligned with your interests or the content you produce. Platforms like Amazon Associates or ClickBank offer a plethora of products for promotion. Craft compelling content that seamlessly integrates these products, driving both traffic and revenue to your digital doorstep.
4. Digital Courses: Share Your Expertise
If you possess expertise in a particular field, capitalize on it by creating and selling digital courses. Platforms like Udemy and Teachable empower you to transform your knowledge into a profitable venture. Develop comprehensive courses that cater to the needs of your target audience, and market them strategically to build a passive income stream.
Emphasize the value your courses bring and consider offering introductory modules or free resources to entice potential learners. Leverage social media, email marketing, and partnerships within your industry to reach a wider audience. Implementing a tiered pricing structure, with options for additional resources or personalized coaching, can enhance the perceived value of your courses.
Consistency in delivering high-quality content and staying updated with industry trends will contribute to positive reviews and word-of-mouth referrals, further solidifying your position as an authority in your field.
5. Content Creation
The demand for quality content is ever-growing, presenting an opportunity for creative individuals to capitalize on their skills. Whether it’s writing, graphic design, or video creation, platforms like YouTube, Medium, and Canva offer avenues to monetize your creativity. Consistency and originality are key to building an audience and generating income through ad revenue and sponsorships.
A big trend in the past few years has been live streaming of, not only, professional content but also daily live matters, political commentary, sports-related analysis, video games, film reviews, and much more can be transformed into video content that can make you some extra cash.
6. Remote Consultancy: Share Your Professional Insights
Transform your professional experience into a remote consultancy business. Platforms like Clarity.fm and Kolabtree connect experts with individuals seeking specialized advice. Offer your insights on a per-hour basis, establishing yourself as an authority in your field. This approach not only generates income but also enhances your professional reputation.
7. Virtual Assistance
The demand for virtual assistants continues to rise as businesses and entrepreneurs seek efficient support. Platforms like Time Etc and Belay connect virtual assistants with clients in need of administrative assistance. If you possess organizational skills, attention to detail, and proficiency in communication, venturing into virtual assistance can be a lucrative endeavor.
8. Digital Marketing Services
If you already are a digital marketing professional, you can offer other businesses a competitive edge by providing specialized digital marketing services. Whether it’s social media management, SEO, or content marketing, focus on specific areas to deliver targeted and effective solutions. Stay updated on industry trends, adapting strategies to algorithm changes for optimal results.
Showcase your expertise through a professional online presence, including a website and compelling content. Utilize data analytics to track and demonstrate the impact of your campaigns. Build strong client relationships by maintaining open communication and aligning strategies with their business goals. In the ever-changing digital landscape, delivering customized and results-driven digital marketing services ensures your clients thrive.
Conclusion
In conclusion, the landscape for making extra income from home in 2024 is rich with diverse opportunities. Whether you choose to freelance, embrace e-commerce, or explore the world of cryptocurrency, the key lies in commitment, innovation, and adaptability. With these strategies, you can not only boost your income but also shape a fulfilling and flexible career from the comfort of your home. Visit Home Business Expo to find more creative ways to start your own business from home.
Return on investment (ROI) is more than an acronym – it is the cornerstone of home-based entrepreneurship success. Whether it be crafting candles in your kitchen or coding websites in your study, knowing which investments yield the maximum return can transform a labor of love into a profitable venture. This article examines where optimizing ROI could make a real difference to your bottom line in maximizing your home business.
The Heart of Your Home Business
Your Time: The Precious Commodity
Home business owners who take an intelligent approach to running their enterprise know the importance of working smarter, not harder when it comes to running home businesses. Your time represents one of the greatest assets you possess when managing home-based enterprises. Time, like materials and resources, once used is irretrievable, making its management absolutely critical. Imagine your day as a pie chart – each task requiring an equal portion of your attention. Without proper planning, your time could quickly be consumed by tasks with less tangible returns, leaving the more worthwhile projects without sufficient focus and dedication.
Maximizing return on your time requires prioritizing tasks based on their potential return, rather than simply considering deadlines when setting priorities. Identification of activities that drive forward your business – be they crafting products, marketing them to audiences, or connecting with fellow entrepreneurs – is the key. Tools and techniques such as time blocking or the Pomodoro Technique can be powerful ways to break through creative blocks of work and find deep concentration. Remember, in home-based entrepreneurship, time management is more than simply fitting more work into each day. Instead, it’s about ensuring the right work is completed. By treating time with due respect and honoring it as an integral resource, you will maximize your home business.
Financial Investments: The Seed Money
Successful financial investments serve as the seed money for maximizing your home business enterprise. Initial investments represent more than mere dollars flowing into your business – they symbolize your trust in your entrepreneurial vision and the dedication you have shown toward turning that vision into reality. Wise investment decisions early can set the foundation for strong financial health and enable you to leverage better opportunities and technologies, driving innovation and scaling capabilities. Striking a balance between frugal spending and necessary investments is essential for long-term prosperity. Every dollar invested is an investment towards sustainable growth. This may involve purchasing efficient software to streamline operations, investing in marketing to establish brand recognition, or even furthering your own education to gain a greater insight into industry practices and business management.
As often happens, people underestimate or disregard the significance of creating a financial cushion to provide operational stability during times of uncertainty. Financial planning and management become critical to businesses today, providing a solid basis for them to weather storms and take advantage of opportunities as they arise. Your initial investments represent the foundation for future success. Therefore, proper consideration should be given when investing to realize your dreams of business ownership.
Technology: Your Silent Partner
Technology plays an indispensable role in businesses today, serving as the catalyst that facilitates growth and innovation. Strategic management software is an indispensable asset in shaping the course of any enterprise, seamlessly integrating into all areas of operations from its inception. Digital advancement has unleashed an abundance of tools and platforms designed to boost performance, reduce operational expenses, and enhance customer experiences.
Cloud computing technologies offer businesses flexible data management and storage solutions without the burden of traditional IT infrastructure costs. Automation and AI-powered tools are revolutionizing how tasks are managed, freeing up vital human resources to focus on strategic, creative, and customer-facing functions that drive business value. Not only has this transition increased productivity, but it has also encouraged an innovative culture within organizations. Social media and digital marketing platforms are essential in building and expanding brand presence globally, reaching audiences effectively with pinpoint accuracy. Data analytics and business intelligence tools offer powerful insight into market trends and consumer behavior, enabling informed decision-making and strategic planning. Technology serves not simply as a tool but as an integral component that supports, enhances, and even challenges businesses to reach new levels of success.
Marketing: The Voice of Your Brand
In today’s fast-changing digital landscape, marketing has evolved beyond traditional approaches and become the embodiment of your brand’s voice. Marketing serves as a dynamic force that conveys its ethos, values, and unique solutions offered. Marketing now has the unprecedented capacity to engage directly with customers, crafting stories that resonate and fostering lasting connections. This development has created a mutually beneficial relationship between brands and their audiences, where feedback loops shape marketing strategies in real time.
Content marketing, SEO and tailored campaigns are not simply selling tools – they also serve to tell a brand’s unique story in an otherwise oversaturated marketplace. Social media platforms in particular have become an engaging space where brands can make themselves heard, offering consumers an experience rich with authenticity and transparency rarely found through traditional marketing techniques. Influencer marketing and user-generated content only add to this impact by further strengthening trust and relatability between brands and their audience. Marketing in this instance becomes less about promotion but about genuine engagement that builds a community around your product or service.
Modern marketing’s essence lies not only in getting the message out there but in starting conversations about it too – creating the definitive voice of your brand in this digital era. An SEO company can assist with building and amplifying this voice using digital strategies to elevate and drive success for your brand. So invest today in strengthening and amplifying it and watch as its voice takes flight!
Photo by Growtika on Unsplash
The Secret Sauce to ROI
Learning and Development
Learning and development, commonly known as L&D, plays a pivotal role in driving organizational success in today’s workplace. Going beyond traditional training methods, L&D fosters an environment in which continuous improvement and innovation thrive. L&D is about harnessing the potential of human capital and equipping employees with skills and knowledge that enable them to meet ever-evolving market requirements and adapt effectively. Committing to growth not only increases individual performance but also fosters a culture of collective excellence. This in turn helps your goal of maximizing your home business.
When organizations invest in L&D they show they value their employees by increasing employee engagement and retention rates. Integrating technology in L&D initiatives, such as e-learning platforms and virtual reality simulations, further enriches the learning experience by making it more interactive and accessible. An effective learning and development program brings numerous advantages – it strengthens teams, promotes innovation, and positions a company as an industry leader. Learning and development efforts represent not just an investment in workforce training but a long-term strategic investment in your organization, creating the groundwork for sustained growth and competitiveness in an increasingly complex business world.
Customer Experience: The Ultimate Investment
In today’s consumer-driven business environment, Customer Experience (CX) stands as an investment that companies should make if they hope to reach unparalleled success. Customer experience goes far beyond mere customer service: It encompasses every interaction a customer has with a brand from initial engagement through marketing channels to after-sales support. Investing in customer experience means designing personalized, seamless experiences that engage with customers on an emotional level, leading to loyalty and brand advocacy. Utilizing cutting-edge technologies such as AI and machine learning for predictive analytics, brands can anticipate customer needs and tailor their offerings accordingly.
An effective customer experience strategy in maximizing your home business is incorporating feedback mechanisms. This enables businesses to continuously optimize the customer journey and enhance it over time. Prioritizing customer experience can reap immense rewards, leading to improved customer satisfaction, higher retention rates, and ultimately, enhanced revenue growth. Companies that invest in creating memorable customer experiences stand out in an environment of fierce competition and endless options, setting themselves apart by cultivating lasting emotional connections – something rarely found online today. CX is more than an investment into customer satisfaction – it is also a move toward building resilient, future-proof businesses.
Scaling Wisely: When to Grow
Knowing when and how to scale a business is an integral strategic question that relies on several considerations. Achieving sustainable expansion without exceeding capability or demand is a crucially important element. Scaling effectively requires not only an in-depth knowledge of the market’s current state but also predictive insights into emerging trends and obstacles. Before expanding their operations, businesses must conduct an exhaustive audit of their operational efficiencies, resource allocation, and customer satisfaction metrics. As part of your business foundation, it’s imperative that processes can adapt and scale without impacting quality or customer experience.
Financially sustainable expansion must also include strong cash flow management and funding strategies in place, with business objectives and customer needs aligned to guide scaling efforts that are targeted and impactful. Timing is of utmost importance – expanding too quickly may strain resources and compromise customer experience while going too slowly could mean missed opportunities and a competitive disadvantage. Scaling successfully requires an approach encompassing strategic planning, financial preparation, and an unwavering dedication to providing an excellent customer experience. By strategically expanding, businesses can ensure they not only increase in size but also in value creation, sustainability, and market relevance.
Conclusion: An ROI Mindset
Finally, home business operators with an ROI mindset know where their money should be put to best effect. It’s not about cutting costs to the bone or spending without direction – it’s about making every decision with an eye toward future success. No matter the investment of time or money that goes into learning your craft, marketing campaigns, or customer satisfaction efforts, knowing where your investments pay off will help ensure the growth of your business on a solid foundation of sound decisions and strategic thinking. Make ROI the cornerstone of your success strategy and see the results of maximizing your home business. See your home business soar past all expectations!
TikTok is providing a roundup of the latest trends gaining traction in the app with a new Trends Digest series.
The monthly updates offer content ideas and practical tips on integrating these trends into your videos to boost reach and engagement.
Why we care. TikTok’s Trends Digest series offers an easy and cost-effective way to find out what’s trending, however, the advice obviously will not be tailored to your brand or channel, and so some information may not be relevant.
Defining trends. TikTok explained that its new Trends Digest series focuses on grasping the main ideas behind trends to create more relevant content, rather than trying to follow every daily trend. A spokesperson explained in a statement:
“When it comes to defining trends on TikTok, there’s a difference between what’s trending now and being on-trend: we refer to these as ‘Trend Moments’ versus ‘Trend Signals’.”
“Numerous small Trend Moments make up a larger Trend Signal. Focusing on Trend Moments can be a challenge as keeping up with trending content requires a high level of reactivity.”
“On the other hand, Trend Signals represent a more accessible entry point for brands to stay on-trend by building a solid foundation and understanding of trending content.”
Key elements. TikTok added that trends comprise four key elements:
A trend message.
Associated hashtags.
A sonic identity.
A visual narrative.
In Trend Moments, these elements are more specific, making it trickier for brands to engage swiftly. On the other hand, Trend Signals has broader elements, providing more flexibility for brands to participate, which is why, the platform says, it is concentrating its efforts on helping creators to better understand Trends Signals.
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Google Ads will automatically start pausing ad groups with low activity.
From March 11, ads groups created at least 13 months ago and have not had impressions in the past 13 months will be paused to improve budget efficiency for advertisers.
The rollout is expected to take just over seven weeks, with completion for all production Google Ads accounts by April 30.
Unpausing ad groups. If this change affects your ads, you can turn them back on if needed. However, Google advises reviewing your ad groups first and only unpausing ones you expect to get impressions in the coming weeks. If unpaused ad groups don’t get any impressions in the following three months, Google will automatically pause them again.
Editing. Google confirmed that you will still be able to update your ad groups and make changes while they are in a paused state in case you want to unpause them.
Why we care. Navah Hopkins, Evangelist at Optmyzr, explained this move would improve budget efficiency and campaign quality for advertisers. She said on LinkedIn:
“I am over the moon with this update! For years I have been begging brands to pause what’s not working so budget efficiency can win the day. This is absolutely a net positive.”
“Google sets budgets at the campaign level. If you have too many ad groups (looking at you accounts with 10+), odds are your budget won’t be able to support all of them.”
“Ad groups with no impressions drag down the overall quality of the campaign. If you have too many keywords and ad groups doing nothing, that averages in bad data. Zero impressions is not the same as low search volume and it is confirmed low search volume keywords are not going to hurt you. However if you have an otherwise “worthy” keyword/ad group that’s just not getting any action, it’s going to average in bad data.”
“Pausing is not the same as removing. You can always get it back. Also, that the timeline is 13 months confirms this is looking at established accounts and factoring in seasonality.”
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