Web Page Authority & All Things Mobile: Weekly Reading List
Interested in knowing about how Google assesses the authority of a web page? Maybe you want to find out about the latest news about mobile. If so, you have come to the perfect place as we have an interesting reading list below for you to check out, here at Stellar Search today.
How Google Assesses The ‘Authority’ Of Web Pages
How does Google know what’s authoritative and what isn’t? This is a common question that many people want to know. The answer is that it has no single ‘authority’ metric; instead, it looks at a variety of undisclosed metrics, which may even vary from query to query.
The original authority metric when Google first began was called PageRank which focused on links. It worked by Google calculating how many links a page received in order to help obtain a PageRank score for that particular page. The importance of those links were also calculated; a page with a few links from so called ‘important’ pages could gain a lot more authority than a page with lots of links from less important pages.
The way in which Google calculates authority now is a lot different to how it used to be calculated when it first began. Content and links are still among the most important ranking signals however there are other metrics than contribute to the position in which a page ranks. Google recently told Search Engine Land that none of the new metrics involve a single ‘authority’ factor like the old days of PageRank. One of Google’s senior engineers who is involved with search quality, Paul Haahr said, “We have no one signal that we’ll say, ‘This is authority.’ We have a whole bunch of things that we hope together will help increase the amount of authority in our results.”
According to Google, authority is done on a per-page basis. In particular, it avoids the idea of sitewide or domain authority because that can potentially lead to false assumptions about individual pages, especially those on popular sites. However, it’s not to say that Google doesn’t have sitewide signals that can influence individual pages.
Using Call & SMS Data To Drive New Customers
Did you know that voice search now accounts for 20% of queries on Google’s mobile app and Android devices? Even as chatbots and other messaging apps are now becoming more and more popular, there has still been an increase in inbound call volume. Added onto that, it is expected by Facebook that by 2019, there will be approximately 37 billion call conversions. By looking at these trends, it allows digital marketers to look in depth and integrate inbound data easily and in result, drive new customers.
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10 Common Mistakes Companies Make With Mobile
As more and more companies are becoming aware about the fact that we are becoming a mobile-first world, many still seem to be making mistakes. Here is a list of the top 10 common mistakes that a lot of companies are continuing to make with their mobile experiences:
- Assuming your company needs a mobile app- Unless you have an active niche audience, require deeper functionality or want your customers to be able to use you in the absence of connectivity (like Spotify), don’t fall into the trap of creating a mobile app.
- Creating mobile and desktop experiences in silos- Marketers need to view the customer journey as a range and ensure that their brand’s mobile and desktop experiences are complementary.
- Lacking a data collection/aggregation plan- This can create deeper pain down the road when the CFO or CEO comes knocking, wondering about the return on investment of mobile.
- Treating mobile as a bolt onto the web experience- This can result in clunky, disjointed experiences for mobile users.
- Assuming mobile advertising is like digital display advertising, but smaller- mobile advertising does not have the advantage that desktop display does due to the lack of cookies and the small formats often lead to mistaken clicks or aggravating customer journeys.
- Viewing responsive design as the only solution- Responsive design is a good workaround for companies that can’t afford to build two or three different versions of their websites however, just because you can use a responsive design, it doesn’t mean you should.
- Including non-mobile-friendly content like PDFs and infographics in the experience- Marketers should not include non-mobile-friendly content types that were built for the desktop in their mobile experience as they wont be user friendly on a three-inch screen.
- Forgetting that mobile means smartphones AND tablets- Researchers, analysts and journalists all bundle smartphones and tablets into the same buckets when they talk about “mobile.”
- Mistaking ‘mobile-first’ for ‘mobile at all costs’- Although starting with mobile is a good solution, it isn’t always the right solution. Depending on the audience, the task at hand and where you expect customers to interact with your company, mobile may still play a role, but it might not be the lead role.
- Forgetting to localize mobile content, design and experiences- This is one of those things that is more about process and content creation versus design so thinking through global support upfront is an important step.