backlinks.com
More
White Label SEO
seo in dubai
https://relativityseo.com/seo-services/ George Nguyen – Search Engine Land News On Search Engines, Search Engine Optimization (SEO) & Search Engine Marketing (SEM) Wed, 01 Apr 2020 13:11:53 +0000 en-US hourly 1 https://wordpress.org/?v=5.3.2 The Tiger King used illicit SEO tactics to mislead searchers /the-tiger-king-used-illicit-seo-tactics-to-mislead-searchers-331979 Wed, 01 Apr 2020 13:04:00 +0000 /?p=331979 Joe Exotic renamed his traveling tiger show to imitate his biggest competitor — it didn’t end well for him.

The post The Tiger King used illicit SEO tactics to mislead searchers appeared first on Search Engine Land.

]]>
Have you caught the SEO cameo in Tiger King?

“Joe started realizing that if he made his name close to Big Cat Rescue, when they Google it, it might pull him up first,” said John Reinke, former manager of the G.W. Zoo.

The new name: Big Cat Rescue Entertainment. Seriously.

That’s from episode four of the much-talked-about Netflix docuseries Tiger King, which explores the bizarre rivalry between G.W. Zoo owner Joe Exotic and Big Cat Rescue animal sanctuary founder Carole Baskin. The episode begins with interviews regarding Exotic’s shady attempt to manipulate search engines and mislead users into booking business with him by associating his traveling tiger show with Baskin’s zoo.

The upside for Exotic was short-lived.

Exotic’s Big Cat Rescue Entertainment logo (left) and Baskin’s Big Cat Rescue logo. Source: Netflix.

If you can’t beat ’em, join ’em. “She’s the first choice every time — supersedes all the zoos; she’s at the top of all search,” said Bhagavan “Doc” Antle, founder of Myrtle Beach Safari and a recurring character on the Netflix series, regarding Baskin’s Big Cat Rescue.

In attempts to gain more visibility for his traveling tiger show and mislead searchers through false association with the well-known animal sanctuary, Exotic changed his business’ name to rank in search results for Baskin’s “Big Cat Rescue.”

The ploy was successful, Baskin admitted, stating that she would receive calls from individuals assuming she was involved in Exotic’s Big Cat Rescue Entertainment.

Big Cat Rescue v. Big Cat Rescue Entertainment. In 2012, Baskin sued Exotic over copyright violations, resulting in a nearly $1 million settlement in Baskin’s favor.

Evidence in the case included Big Cat Rescue Entertainment marketing collateral, such as advertisements and business cards containing a Florida address and the same area code as Baskin’s Florida-based business. Exotic’s G.W. Zoo was located in Oklahoma.

Why we care. Renaming your brand to appropriate another brand’s search results is a clear attempt to mislead users and manipulate search engines. Similar practices are employed by local listing spammers.

When caught, brands resorting to these tactics can see their organic visibility severely penalized or even find themselves delisted from the search results. And then there are the possible legal and financial repercussions.

Learn the best ways to keep your users and search engines happy, as well as the tactics to steer clear of, download our Periodic Table of SEO Factors today.

The post The Tiger King used illicit SEO tactics to mislead searchers appeared first on Search Engine Land.

]]>
Communication tips for local businesses during COVID-19 /communication-tips-for-local-businesses-during-covid-19-331932 Tue, 31 Mar 2020 18:48:42 +0000 /?p=331932 Hear how local search veterans are using every channel available to help their clients stay relevant and keep customers informed.

The post Communication tips for local businesses during COVID-19 appeared first on Search Engine Land.

]]>
“The question should be, ‘How do I get proper COVID messaging to my communities or my customers, wherever they may be?’” says Adam Dorfman, director of product management at Reputation.com, highlighting the need for effective communication between businesses and customers during the coronavirus outbreak.

Social distancing and other safety measures have severely impacted day-to-day operations for local businesses, and these changes can be jarring for customers caught unaware. During our local search edition of Live with Search Engine Land Friday, Dorfman and other members of the local search community shared communication strategies and tips agencies and business owners can use to keep customers informed.

Use your site to inform customers. “It should be front and center, because everybody wants to know, are you at the very least keeping your own employees protected — all that sort of information,” Dorfman said, recommending that local businesses make their COVID-19-related announcements and information prominent and easily accessible on their sites.

Google recommends displaying a banner or popup informing visitors of your business’ status, delays, pick-up or delivery options, etc., so that your customers can proceed with appropriate expectations.

Business owners can also add pertinent updates to their FAQ pages, as well as markup their FAQ sections, product availability, event status and special announcements with structured data to keep users informed right from the search results page.

Be creative with email. Consumers received an initial wave of coronavirus-related emails from businesses explaining how they were responding to the then-epidemic. Resist messaging your customers again with bland, or worse, irrelevant response updates.

“People are looking for things to kill time,” said Krystal Taing, listings management product specialist for RIO SEO. She recommends marketers get creative “to break up the dry email that doesn’t really make sense right now.” Taing cited a local restaurant promoting a DIY pizza kit, which included a pack of toilet paper, as an example. “Anything you can do to humanize [your communications] — if you can make it funny, that’s great as well,” Taing said.

Update your Google My Business profile. “You can update the name, the description and Posts are going to be really helpful,” said Taing, pointing to a few ways local businesses can use Google My Business to relay information.

Google has even created a special COVID-19 Post category that enables businesses to include changes to how they are operating, special hours and temporary closures, requests for support and safety and hygiene-related updates.

Be aware of Google’s local review embargo. Google has temporarily disabled new local reviews as well as the ability to reply to reviews, with no announcements on what will happen to reviews left during this period.

“Right away I told clients to stop asking for reviews on Google,” said local business consultant Tom Waddington, adding that, for some customers, reviews are the only means of communication with a business. “[The review] is not going to get posted; they don’t realize it; the business has no idea that the customer has a complaint . . . I didn’t want my clients asking for reviews on Google because they could be potentially missing out on a customer that they need to respond to immediately.” Finding alternative ways to engage with customers can enable you to better serve them during this period; however, not asking for reviews may be a risky decision with unintended consequences.

“Review signals are certainly prominent in rankings for Google Maps and local search results,” said Dorfman, “so, while you may not want to heavily push Google review requesting right now, to shut it off entirely might have long-term effects.” If competitors are still asking for reviews and the review ban lifts, competitors’ review counts may outpace yours, which could affect your organic visibility. The right strategy will vary from business to business, Dorfman said.

Seek deeper engagement via social media. “If you want to talk about clever COVID messaging . . . Instagram is where I see the best of the best,” said Dorfman, referencing his own local gym’s social media campaign in which members take videos of themselves performing an exercise at home and tagging others to do the same. “I wouldn’t be surprised if the follower counts are growing because of this . . . they don’t have a business to run necessarily day-to-day, so they have all of this time and resources to put into social media,” Dorfman said.

“I saw a local school on Facebook the other day that was having teachers do Facebook Live storytime for the kids,” said Niki Mosier, senior account manager at Two Octobers. Encouraging direct engagement between your staff and your audience via social media can help you humanize your business, continue to serve your customers and keep you relevant while social distancing is in effect.

Incorporate offline messaging. “I was walking around downtown and just about every business that’s closed has some kind of notice from the owner on its door with their phone number on it saying ‘if you need something, call me,’ and to me, that’s a really good way to deal with it,” said Mary Bowling, co-founder of Ignitor Digital, emphasizing the value of a back-to-basics approach.

Putting up a storefront notice with contact info can show customers you’re still within reach. However, if you typically receive high call volume, keeping customers on hold for a long time can backfire, Taing pointed out. Consider directing customers to your website (perhaps by including it on your storefront notice), where you can publish complete details and address their concerns without keeping them on hold.

The post Communication tips for local businesses during COVID-19 appeared first on Search Engine Land.

]]>
Search marketers are volunteering services, support to help small businesses get through COVID-19 /search-marketers-are-volunteering-services-support-to-help-small-businesses-get-through-covid-19-331722 Fri, 27 Mar 2020 19:47:11 +0000 /?p=331722 Consulting, web hosting, budget coaching — marketers are extending help to ease the strain on businesses.

The post Search marketers are volunteering services, support to help small businesses get through COVID-19 appeared first on Search Engine Land.

]]>
“Small businesses often get squeezed and forgotten about, but are hugely important for the economy,” said Chris Green, head of marketing innovation at Footprint Digital, “and at a human level, knowing what to do at a time like this is tough.”

With the coronavirus outbreak shifting consumer behavior and severely impacting the day-to-day operations of businesses across the world, some digital marketers are going beyond their traditional roles and offerings to extend free, no-commitment services to businesses impacted by the pandemic.

Developing new strategies. “I am serving as a ‘matchmaker’ between small businesses who have been impacted by the coronavirus and digital marketers offering pro bono marketing services,” said Lily Ray, director of SEO at Path Interactive, adding that the idea came to her when she noticed there wasn’t a good way for people in need to connect with marketers volunteering their skills.

“[I’m] simply trying to help businesses survive this current crisis,” said Valerie DiCarlo of SEO Web Consulting. Independent marketers like DiCarlo and agency marketers, such as Geoff Jackson of Clubnet Digital, who began supporting local pubs and restaurants in the UK last week, have been extending free consulting services with the aim of helping businesses transition to or improve their online strategies.

Digital marketing consultant Pamela Lund, president and CEO of That Pam Chick, Inc., is offering free budget and business mindset coaching to SMBs.

Helping businesses stay online. Some SEOs are offering technical support that they hope will keep businesses online and potentially increase their visibility.

“Many small independent businesses lost all of their cash flow overnight,” said Dallas-based consultant Joe Youngblood, “while web hosting and management are not terribly expensive services their costs suddenly became burdensome to many.” In response, Youngblood has established Gain Local, a small business relief program offering free WordPress hosting and management as well as free Google My Business management.

Search professionals with specialized skill sets are finding creative ways to help: Shay Ohayon, owner of the Schema Mark App plugin, is providing Schema markup audits for impacted businesses and is hopes to make more business owners aware of what structured data can do for their organic visibility.

Plenty of helping hands. Are businesses taking them up on their offers?

“To be honest, business interest was a little slow,” said Footprint Digital’s Chris Green, who has set up Helping Small Biz Online to enable business owners to find his services, noting that “I still have roughly 5-10 volunteers for each business that comes to me, so it’s slow going.” Green’s sentiment was echoed by many of the marketers who spoke with Search Engine Land.

“We’ve had some interest for sure, but nothing too major,” said Geoff Jackson of Clubnet Digital, “I think the issue is getting in front of the businesses impacted that would be willing or need to consider something to tide them over.”

Open invitations. “This isn’t a business development thing and I’m not charging anything,” said Lund, echoing the sentiment of the other marketers offering their services gratis.

“I intend to keep this offer going as long as possible,” said Ohayon. Part of the fear regarding the pandemic comes from that no one knows how long it will last. As such, many of the marketers who spoke with us responded similarly to Ohayon, stating that they would continue for as long as they could or until there is no longer a need.

Driven to help. “Companies are legitimately concerned if they can survive the fallout from this,” said DiCarlo, “and frankly, we are all in that same canoe.” DiCarlo was not the only volunteer to express a sense of solidarity with those she is seeking to help.

“In 2001 when the dot-com bubble burst, I lost my job at a startup and spent eight months scraping by on unemployment in expensive Southern California,” said Lund. “Those experiences left me with a lot of money anxiety,” she added, explaining that one of her motivations was to help others feel less anxious about money during this time of crisis.

Others cited the search community’s response as what drove them to action: “I’ve been totally blown away by how supportive our community is — the time/effort people are willing to put into this (even though their circumstances aren’t brilliant at the moment) is amazing,” said Green, adding “the whole experience has been really affirming that way.”

The post Search marketers are volunteering services, support to help small businesses get through COVID-19 appeared first on Search Engine Land.

]]>
Businesses should limit, not disable, their sites during temporary closures, Google says /businesses-should-limit-not-disable-their-sites-during-temporary-closures-google-says-331661 Thu, 26 Mar 2020 21:04:13 +0000 /?p=331661 A full takedown can result in losing Search Console data and make it more difficult to ramp back up.

The post Businesses should limit, not disable, their sites during temporary closures, Google says appeared first on Search Engine Land.

]]>
Businesses are continuing to feel the fallout from the coronavirus pandemic, with some forced to temporarily shut down. To help business owners preserve their visibility in Google search, Google has published recommendations on how to properly limit your site’s functionality if you need to pause operations.

Avoid disabling your whole site. Disabling your site, even for just a few days, can have a significant effect on your visibility in search, Google reiterated. You still want people to be able to find your business and learn about your products or services in the event you’re just closed temporarily.

A full site takedown will make ramping back up more difficult as your site will need to be reindexed. It can also result in Search Console verification failure and a loss of reporting data.

Last resort options. If you absolutely need to take your site down, Google recommends the following options:

  • For a temporary takedown, use the Search Console Removals Tool.
  • If you’re taking down your site for one or two days, you can return an informational error page with a 503 Service Unavailable code.
  • For longer site takedowns, put up an indexable homepage placeholder for searchers using the 200 HTTP status code.

Consider limiting site functionality instead. If you intend to resume regular operations, Google recommends the following alternatives to preserve your search visibility:

  • Keep users informed with a popup or banner explaining how your business has changed. Follow Google’s guidelines for banners and popups to ensure that you’re not interfering with the user experience.
  • Adjust your structured data to reflect event updates, product availability and temporary closures. You can also mark your business as temporarily closed through Google My Business.
  • E-commerce sites should follow Google’s Merchant Center guidance on availability and, if necessary, disable cart functionality.
  • Inform Google of site updates by requesting a recrawl through Search Console.

Why we care. Businesses in every industry are seeing wild swings due to the COVID-19 outbreak. Some have to temporarily shut down, but doing so improperly can have unforeseen longer-term consequences for your organic visibility and undermine all the work you’ve put into SEO up to this point. Consider the options that will make it easier to resume business once the pandemic subsides.

The post Businesses should limit, not disable, their sites during temporary closures, Google says appeared first on Search Engine Land.

]]>
EU Android search choice screen’s impact delayed due to COVID-19 /eu-android-search-choice-screens-impact-delayed-due-to-covid-19-331634 Thu, 26 Mar 2020 16:53:10 +0000 /?p=331634 Engagement with the search choice screen has been slowed by stifled smartphone supply and decreased demand.

The post EU Android search choice screen’s impact delayed due to COVID-19 appeared first on Search Engine Land.

]]>
The Android search choice screen, which rolled out on March 1 in the EU, has yet to make an impact on the search market due in large part to the coronavirus’ effect on smartphone supply and consumer demand.

An example of the Android search choice screen. Source: Google.

Search choice has technically rolled out. Starting March 1st, manufacturers have been able to submit builds to Google for approval; however, processing smartphones through the manufacturer’s supply chain (certification, distribution, etc.) can take a few weeks before they reach the public.

Even under normal circumstances, the smartphone manufacturing process would result in a somewhat delayed rollout of the search choice screen. However, the ongoing coronavirus pandemic has had an unforeseen impact on the length of the delay.

Slow sales and supply chain. “COVID-19 has impacted mobile phone supply chain and retail sales and so far there doesn’t appear to be any material movement on the Android choice screen yet,” a spokesperson for Info.com, which is set to appear on the search choice screen alongside DuckDuckGo in all 31 EU territories, told Search Engine Land.

Yandex, Qwant, PrivacyWall, GMX, Seznam and Bing are among the other search engines that will appear as the fourth option (alongside Google, DuckDuckGo and Info.com) in different EU territories.

Why we care. It is uncertain whether the search choice screen will produce a significant shift in search market share. Any shifts will be even more gradual due to the pandemic’s stifling of both smartphone supply and consumer demand. For the time being, Google’s dominant share of the European mobile search market will be preserved.

The post EU Android search choice screen’s impact delayed due to COVID-19 appeared first on Search Engine Land.

]]>
SEOs talk pivoting and planning for a future after COVID-19 /pivoting-and-planning-for-a-future-after-covid-19-331500 Wed, 25 Mar 2020 19:25:20 +0000 /?p=331500 Hear what these veteran SEOs are doing to help clients adapt to business during and after the pandemic.

The post SEOs talk pivoting and planning for a future after COVID-19 appeared first on Search Engine Land.

]]>
“If there is no interest whatsoever in your vertical, the best you can do is look inside and try to reorganize your company and help your customers in the best way you can,” said Pedro Dias, managing partner at apis3 and former Google search quality analyst, addressing what brands and agencies should prioritize in light of the ongoing coronavirus crisis.

With demand declining for a huge range of goods and services due to social distancing, travel restrictions and other precautionary measures, companies are rethinking the way they do business. During our first Live With Search Engine Land video chat Monday, Dias and other prominent members of the SEO community shared the guidance that they were providing to help their clients cope.

Figuring out new ways to do business. “We’re trying to keep a level head and just act as advisors to our clients — help them figure out ways that they can continue to make money in the interim if needed,” said Lily Ray, director of SEO for Path Interactive, adding that “a lot of our clients are shifting to an online model or live streaming or, if they meet with their customers, we’re helping them get set up in a way that they can do that on video.”

Transitioning to fully online is a dramatic shift for many businesses, but it becomes even more complex in light of social distancing, which is keeping customers at home and driving down demand.

“Some clients have a harder time figuring out how they can adapt to this online version of their business,” said Dias, using his client in the car manufacturing industry, which has been impacted by the pandemic, as an example.

“We are trying to find ways for them, because they are like, ‘Okay, customers might not buy a car, but they can buy car parts,’” Dias said. “So we are advising and trying to figure out which parts of their business they can push to work and which basically are not going to get any traction anytime soon.”

Identifying parts of the business that are not viable during the crisis will help you make decisions that can keep your business afloat until demand for your offerings returns.

Review your messaging. The coronavirus outbreak now factors into just about every aspect of daily life, which is something brands need to keep in mind when they’re communicating with their audiences.

“One of the things that we’ve been thinking a lot about . . . is that you don’t want to seem insensitive at a time like this — this is very serious and you don’t want to seem like you’re taking advantage of a situation or people or expectations,” said Alexis Sanders, senior SEO manager at Merkle, who recommended that brands review their content and messaging to ensure that it’s suitable given the current crisis.

Agencies also need to be conscious of their strategies and communication if they are to maintain positive relationships with clients.

“We are trying more to act like mentors rather than push any work,” said Dias. “We are just trying to navigate this with them and lend our knowledge as much as we can, and since we always position ourselves as a consultancy more than an agency, we try to be side by side with them.” Extending consulting or other services beyond what your agency is contractually obligated to do can also be the right move, Dias also suggested.

Planning for post-pandemic. While the end of the virus is not yet on the horizon, there are still many proactive measures that businesses can take to help themselves bounce back strong.

“A lot of it is just like, ‘Okay, let’s figure out our game plan,’” said Ray, reminding her clients that SEO is a long-term strategy. “So let’s just think about what the next three, six, nine months are going to look like with this new landscape and these new challenges.”

“There’s no way to make business when there is no demand,” Dias said, adding “we can look ahead and envision a suppressed demand down the road, because people are wanting to make up for what they didn’t do when they were at home.” Accounting for that gradual return to normal levels of demand will also help your agency and your clients allocate resources appropriately.

The post SEOs talk pivoting and planning for a future after COVID-19 appeared first on Search Engine Land.

]]>
Google Podcasts gets a redesign and iOS rollout /google-podcasts-gets-a-redesign-and-ios-rollout-331435 Wed, 25 Mar 2020 18:12:54 +0000 /?p=331435 The new design features an Explore tab with recommendations based on the listener's interests.

The post Google Podcasts gets a redesign and iOS rollout appeared first on Search Engine Land.

]]>
The Google Podcast app is now available for iOS devices, and the web version of the app now supports subscriptions, the company announced Wednesday.

Google has also reorganized the app with a tabbed user interface that includes an Explore section where users are shown new show and episode recommendations related to their interests.

Google Podcasts’ new tabbed user interface. Source: Google.

Why we care

Podcast discovery has been a challenge for content creators with most podcast apps showing only what’s available through that particular service. Google’s aim is to provide a comprehensive resource for podcast discovery, including paid content, and library management.

The addition of subscriptions to its web app lets users more easily switch between listening on their desktops and their mobile devices, something that iTunes and Spotify users have been able to do for a long time.

As Google’s podcast platform continues to expand, it’ll become even more important for publishers to manage their presence on search.

More on the news

  • Google began introducing podcasts in search results in May 2019.
  • The company made podcasts playable directly from the results page in August 2019.
  • When users select an episode, they’ll also be presented with topics or people covered in that episode and can jump to associated Google search results.
  • The “For you” section of the Explore tab recommends shows based on the listener’s interests and what is currently popular. Users can personalize these recommendations.

The post Google Podcasts gets a redesign and iOS rollout appeared first on Search Engine Land.

]]>
Winners and losers: How COVID-19 is affecting search behavior /covid-19-affecting-search-behavior-331375 Tue, 24 Mar 2020 22:07:50 +0000 /?p=331375 Social distancing has resulted in wild click behavior swings across sectors including grocers, productivity tools, restaurants and hotels.

The post Winners and losers: How COVID-19 is affecting search behavior appeared first on Search Engine Land.

]]>
“There’s a lot of variety here in terms of what businesses are growing and which ones are falling,” said Alexis Sanders, senior SEO manager for Merkle, referencing the striking departure from typical search behavior due to the COVID-19 pandemic during our first Live With Search Engine Land video chat Monday. “You can see with things that are very essential to people surviving and a work-from-home-type world, like groceries, they’re seeing massive lifts in performance for those about-eleven days year-over-year.”

Sanders shared the following click growth rates for a handful of Merkle clients between March 10, just three days before President Trump declared the Coronavirus outbreak a national emergency, through March 21:

  • Large grocery retailer client: +433% YoY
  • Bulk grocery retailer client: +58% YoY
  • Large goods retailer client: +50.9% YoY
  • Online messaging and productivity tool client: +149% YoY
  • Hotel client: -43.3% YoY
  • Theme park client: -55% YoY
  • Chain restaurant client: -29% YoY 

Search winners. Looking at Google Trends, we can see the dramatic surges in search volume around representative search terms in the grocery, bulk and online productivity categories that saw huge growth swings.

The Google Trends for “groceries.” The dashed line represents incomplete data.

Social distancing measures have forced many to prepare food at home, and both Merkle’s figures and the Google Trends data for the keyword “groceries” reflect that. The Trends data shows an annual high for the week ending on March 21 — an increase of 446% compared to the same period in 2019. Related keywords, such as “online groceries” and “grocery delivery” also saw similar growth.

Google search interest for the term “Costco.”

Perhaps out of fear or simply to prepare for long-term self-quarantining, big-box retailers, such as Costco, Sam’s Club and BJ’s Wholesale Club are also being searched significantly more than they were in March 2019. Costco’s search interest is up 82%, which is just 5% lower than its peak interest during Black Friday 2019.

Google search interest for the keyword “Zoom.” At the time of publication, all page-one organic results for “Zoom” pertain to the remote conferencing service.

With shelter-in-place and similar orders in effect in many of the nation’s densest areas, businesses have shifted to allow their employees to work from home.

This is clear in the Trends data for Zoom, Skype, Google Hangouts and Free Conference Call, which all achieved their highest search interest in the week ending on March 21, with year-over-year growth ranging from 270% (in Skype’s case) to 1057% (for Zoom).

Not winners. Merkle’s data also shows that click growth shrank for their clients in recreational industries such as hotels, theme parks and chain restaurants.

With limits on how many people can gather in a given area, many in-person events such as conferences have moved online and travel plans have been postponed or canceled.

Consequently, interest in “hotels” decreased by 37%, which is not too far from Merkle’s figure (43%). The keywords “Disneyworld,” “Six Flags” and “Universal Studios” have also decreased in popularity by 21%, 68% and 73%, respectively.

Even local businesses, such as dine-in restaurants, are drawing in less search interest year-over-year, with Denny’s seeing a drop of 13%, IHOP decreasing by 18% and TGI Friday’s falling by 38%.

Why we care. Search behavior is a reflection of users’ priorities, and it’s clear that people are now more focused on the essentials and hunkering down for the long haul, as opposed to leisure activities such as traveling or dining out.

This is an unprecedented situation and businesses of all types are feeling the impact. It’s uncertain how long this will be the status quo, but given that stay-at-home measures are likely to continue for several weeks, if not months, businesses will have to adapt to accommodate their customers’ new needs and find new solutions for their remote workforces.

The post Winners and losers: How COVID-19 is affecting search behavior appeared first on Search Engine Land.

]]>
Corona to COVID: How Google’s ‘corona’ results page has evolved /corona-to-covid-how-googles-corona-results-page-has-evolved-331245 Mon, 23 Mar 2020 18:59:14 +0000 /?p=331245 In less than a month, the SERP has shifted from brand results to one focused on the coronavirus outbreak.

The post Corona to COVID: How Google’s ‘corona’ results page has evolved appeared first on Search Engine Land.

]]>
Just a few months ago, the term “corona” was typically associated with the Mexican beer brand. Then the novel coronavirus arrived. Over the past month, Google’s search results page for “corona” has transformed significantly into a resource destination for COVID-19-related information.

The Google search results page for “corona” between February 25 and March 23.

We have charted the evolution of the Google search results page for “corona” between February 25 and March 23 as the coronavirus spread rapidly across the globe.

February 25. On this date, the earliest snapshot available from the Wayback Machine, a map of Corona, California appeared above the top stories carousel and the Wikipedia page for the city was the third organic listing.

A snapshot of the Google search results page for “corona” as it appeared on February 25.

The beer brand was featured in the knowledge panel for the query and owned the top two organic listings. Its Wikipedia page was listed fourth, and the “People also ask” box and “Searches related to” section both pertained to the beverage brand. The company’s Twitter account showed in the eighth organic listing.

COVID-19-related articles had begun appearing in the top stories carousel and as the sixth, seventh and ninth organic results.

March 2. The snapshot below, taken six days later, shows a COVID-19 SOS alert at the top of the results. The right-sidebar knowledge panel was gone, and a “Help and information” and “Safety tips” box appeared between the top stories and organic listings.

The Google search results page for “corona” as it appeared on March 2.

The beer brand’s websites were still in the top two organic results, and its Wikipedia page moved up one slot to the third result. Its Twitter account had also moved up to position six; however, the “People also ask” box disappeared entirely.

The three organic results and two top stories carousel articles related to the outbreak mention the virus with regards to its impact on the beer brand.

Aside from the city’s website (the eighth organic result), results related to Corona, California no longer appeared on the first page.

March 9. The entire top stories carousel once again consisted of virus-related articles.

A snapshot of the “corona” Google search results from March 9.

At this point, there were two organic results related to the virus (without mention its impact on the beer brand). The Californian city and beer brand’s official sites maintained similar visibility compared to March 2. The “Searches related to” section at the bottom of the page still showed eight beer-related search suggestions.

March 20. The SOS alert was removed, but a tabbed COVID-19 Alert section (highlighted in red) began appearing on the right sidebar. The tabs included symptoms, prevention, treatments and an overview section with the “Help and information” box inside it.

The search results for “corona” on March 20.

Virus-related content (without mention of the beer brand) took up four of the nine organic results. An expandable “Common questions” box regarding the virus was also showing between the third and fourth listings.

The beer brand’s websites were the number one and number four listings; however, its Twitter account and Wikipedia page, along with sites related to the California city, no longer appeared on the first page. The “Searches related to” section also disappeared.

The “See results about” box made an appearance at the bottom of the “corona” results page.

A “See results about” box began appearing below the COVID-19 Alert section. Clicking on the box took users to the search results for “Corona (beer).”

March 23. The COVID-19 Alert section moved to the left side of the page and a statistics tab was added to it. Selecting a tab now filtered the main search results column, instead of displaying information in the COVID-19 Alert section as it previously did.

The Google search results page for “corona” as it appeared on March 23.

On the right-hand side of the results page, Google began showing a statistics module. Both the statistics and alert section are part of Google’s expanded COVID-19 search experience, which was announced Saturday. Clicking on “More statistics” took users to Google’s coronavirus map, which displays the number of confirmed, recovered and fatal cases, as well as cases per one million people, filtered by geographic region, much like Bing’s COVID-19 tracker.

The top two organic results were from the World Health Organization and the New York Times. The third listing was Worldometer’s COVID-19 tracker, which displays statistics for the virus. The rest of the organic results appeared towards the bottom of the page, below the top stories carousel, “Help and information” box, the top three organic results, a “Prevention” box, a “Local and health authorities on Twitter” carousel and the common questions section.

The beer brand’s two sites, Merriam-Webster’s “corona” definition page, the “corona” Wiktionary page, gardening equipment company Corona Tools and a Washington Post article on the virus rounded out the remainder of the organic listings.

More coronavirus-related coverage

COVID-19 has caused brands in all industries to shift the way they do business. Here are a few recent articles to help you adapt:

The post Corona to COVID: How Google’s ‘corona’ results page has evolved appeared first on Search Engine Land.

]]>
Bing adopts SpecialAnnouncement structured data for COVID-19 /bing-adopts-specialannouncement-structured-data-for-covid-19-331223 Mon, 23 Mar 2020 15:26:45 +0000 /?p=331223 The SpecialAnnouncement markup can be applied to coronavirus-related business, travel, health agency and testing center updates.

The post Bing adopts SpecialAnnouncement structured data for COVID-19 appeared first on Search Engine Land.

]]>
Bing now supports the SpecialAnnouncement data type for coronavirus-related business, travel, government health agency and testing center updates, the company announced Monday.

Why we care

Applying the markup may produce a label showing your special announcement, with a link to your site, in web and local search results.

With the virus situation changing so quickly, businesses and agencies can use the markup to help communicate updates right from the search results.

More on the news

  • Business and travel-related special announcements must include the date it was posted and should include the announcement’s expiration date, if applicable.
  • The SpecialAnnouncement data type allows for date-stamped textual updates and markup to associate the announcement with a given situation and was introduced in Schema.org version 7.0 on March 16.
  • Bing has also launched an interactive COVID-19 tracker that shows data on the number of active, recovered and fatal cases, along with related news and videos, filtered by geographic region.
  • Google does not yet support the SpecialAnnouncement data type, said the company’s Public Search Liaison Danny Sullivan on March 19.

The post Bing adopts SpecialAnnouncement structured data for COVID-19 appeared first on Search Engine Land.

]]>