In this episode of 5 Facts, SEO Specialist Matt Pfeifer talks about blue AMP labels, new schema options for publishers, chatbots and more.
Five Under Five
5 Digital Marketing Facts. 5 Minutes or Less
I’m Matthew Pfeifer with Rocket55, an SEO specialist, and I’m here to give you 5 Facts in Under 5 Minutes.
- Blue Amp Labels
Blue Amp Labels. Google’s testing a new way of displaying AMP content in the search engine results page. Currently, it says “AMP” with a little gray lightning bolt next to it. Starting fairly soon (or at least they’re testing it), they’re going to start displaying a blue lightning symbol with the word “instant” next to it. Well why does this matter? Well, that blue is going to draw a lot of attention to the search engine’s results page, so AMPing up your content is going to give you more visibility there. Besides the obvious bonuses of behavior metrics you get with AMP content, you’re going to see a lot of bonus because that’s just going to draw attention and draw the clicks in. So, AMPing your content is going to be more valuable than ever, not only for it’s mobile-friendliness and the whole way that the industry is moving, but for the simple visibility within the search engine’s results page.
- Non HTTPS
Non HTTPS sites. Starting this month, Google is going to start displaying “Not Secure” in the browser if you don’t have a server socket layer protection or certification. Basically, what that means is that if you’re not HTTPS, it’s going to say “Not Secure” up by the URL. If you are, it’s going to give you a green lock and it’s going to display very prominently that this is a secured site. Well why does this matter? It matters because let’s say you’re selling something online — a product — and people are moving through the pages and thinking about purchasing. But, then they realize that your site isn’t HTTPS and is displaying “Not Secure”. You’re going to get a dropoff rate of people that are just unwilling to share their information with your website, because now they know for certain that their information isn’t necessarily protected.
- New Schema Options for Publishers
New schema options for publishers. They released a new type of schema that allows large publishers, say like the Wall Street Journal, to more accurately control what pages people are able to see or not. Previously, they went for “First Click Free” models, which means you get to see a few pieces of content for free, and then it will start blocking you with an interstitial saying you need to subscribe and pay. This new type of schema gives publishers more control over this. Installing this piece of schema on your website will say “Anyone can view this piece of content for free,” or “no, this is a subscription content piece only”. What you can do about it? Well, if you’re a large publisher or a subscription-based business, you can start utilizing this new type of schema “search cap” in order to be able to control what pieces of content are shown for your free basis, and what pieces of content are shown for your subscriber basis.
- SERPS & Chatbots
SERPS and Chatbots. Well, Bing — yeah I know, wrong first word — is testing a new program in Seattle that allows you to interact with a chatbot with artificial intelligence to help you make reservations. For example, let’s say you’re in Seattle and you’re looking for a restaurant: particularly, Indian cuisine. You’re able to ask about the Indian cuisine, and then not only that, but you’re able to make reservations while talking with the chatbot. It’ll ask you intelligent questions, like how many in your party, at what time, if there’s any issues it’ll be able to look at the booking system and say “you know, there’s nothing available at 6, how about 6:30?”. So, the artificial intelligence is getting very smart. So now, you not only don’t need to go to the web page, you don’t need to call in either for a reservation. You’re able to just book through a chatbot. I encourage you to utilize this, especially if you’re in Seattle right now and you own a restaurant. But, in the future, there will be many new ways that you’re able to interact with the actual entity or the business without even going to the webpage.
- Automated Google Posts
Automated Google posts. Google posts show up in the search engine results page under the listing of your business. Essentially what it is is about 160 characters that you’re able to update and show in the results page. It’s a lot like, maybe, Facebook posts. Now these posts only last about 7-10 days before they expire and disappear. So, it’s really kind of a pain to try and stay on top of these things, making sure there’s always something there taking up that free real estate. Now they’ve released the API to the Google posts, so you’re able to automate this. If you have a programmer with the right skills and knowledge, you’re able to set these up so when one post ends, the next begins, and you’re off to the races with making sure that there’s always something there, making sure you’ve got the maximum amount of space in the search engine’s results page to utilize.
I’m Matthew Pfeifer with Rocket55. Stay tuned for next month’s video for more updates in the digital marketing world.