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We tend to put a lot of effort into writing great content these days. But what's the point of all that hard work if hardly anybody actually reads it through to the end?
In this week's Whiteboard Friday, Dan Petrovic illustrates a new approach to writing for the web to increase reader engagement, and offers some tools and tips to help along the way.
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
G'day, Moz fans, Dan Petrovic from DEJAN here. Today we're talking about how to write for the web.
How much of an article will people actually read?
This year we did an interesting study involving 500 people. We asked them how do they read online. We found that the amount of people who actually read everything word-for-word is 16%. Amazingly, this is exactly the same statistic, the same percentage that Nielsen came up with in 1997. It's been nearly two decades, and we still haven't learned how to write for the Web.
I don't know about you guys, but I find this to be a huge opportunity, something we can do with our blogs and with our content to change and improve how we write in order to provide better user experience and better performance for our content. Essentially, what happens is four out of five people that visit your page will not actually read everything you wrote. The question you have to ask yourself is: Why am I even writing if people are not reading?
I went a little bit further with my study, and I asked those same people: Why is it that you don't read? How is it that there are such low numbers for the people who actually read? The answer was, "Well, I just skip stuff." "I don't have time for reading." "I mainly scan," or, "I read everything." That was 80 out of 500 people. The rest said, "I just read the headline and move on," which was amazing to hear.
Further study showed that people are after quick answers. They don't want to be on a page too long. They sometimes lose interest halfway through reading the piece of content. They find the bad design to be a deterrent. They find the subject matter to be too complex or poorly written. Sometimes they feel that the writing lacks credibility and trust.
I thought, okay, there's a bunch of people who don't like to read a lot, and there's a bunch of people who do like to read a lot. How do I write for the web to satisfy both ends?
Here was my dilemma. If I write less, the effort for reading my content is very low. It satisfies a lot of people, but it doesn't provide the depth of content that some people expect and it doesn't allow me to go into storytelling. Storytelling is very powerful, often. If I write more, the effort will be very high. Some people will be very satisfied, but a lot of people will just bounce off. It'll provide the depth of content and enable storytelling.
Actually, I ended up finding out something I didn't know about, which was how journalists write. This is a very old practice called "inverted pyramid."
The rules are, you start off with a primary piece of information. You give answers straight up. Right after that you go into the secondary, supporting information that elaborates on any claims made in the first two paragraphs. Right after that we go into the deep content.
I thought about this, and I realized why this was written in such a way: because people used to read printed stuff, newspapers. They would go read the most important thing, and if they drop off at this point, it's not so bad because they know actually what happened in the first paragraph. The deep content is for those who have time.
But guess what? We write for the web now. So what happens is we have all this technology to change things and to embed things. We don't really have to wait for our users to go all the way to the bottom to read deep information. I thought, "How can I take this deep information and make it available right here and right there to give those interested extra elaboration on a concept while they're reading something?"
This is when I decided I'll dive deeper into the whole thing. Here's my list. This is what I promised myself to do. I will minimize interruption for my readers. I will give them quick answers straight in the first paragraph. I will support easy scanning of my content. I will support trust by providing citations and references. I will provide in-depth content to those who want to see it. I will enable interactivity, personalization, and contextual relevance to the piece of content people want to retrieve in that particular time.
I took one of my big articles and I did a scroll test on it. This was the cutoff point where people read everything. At this point it drops to 95, 80, 85. You keep losing audience as your article grows in size. Eventually you end up at about 20% of people who visit your page towards the bottom of your article.
My first step was to jump on the Hemingway app—a very good online app where you can put in your content and it tells you basically all the unnecessary things you've actually put in your words—to actually take them out because they don't really need to be there. I did that. I sized down my article, but it still wasn't going to do the trick.
Enter the hypotext!
This is where I came up with an idea of hypotext. What I did, I created a little plugin for WordPress that enables people to go through my article, click on a particular piece, kind of like a link.
Instead of going to a new website, which does interrupt their reading experience, a block of text opens within the paragraph of text they're reading and gives them that information. They can click if they like, or if they don't want to look up this information, they don't have to. It's kind of like links, but injected right in the context of what they're currently reading.
This was a nerve-wracking exercise for me. I did 500 revisions of this article until I got it right. What used to be a 5,000-word article turned into a 400-word article, which can then be expanded to its original 5,000-word form. People said, "That's great. You have a nice hypothesis, nice theory, but does this really work?"
So I decided to put everything I did to a test. An old article, which takes about 29 minutes to read, was attracting people to the page, but they were spending 6 minutes on average—which is great, but not enough. I wanted people to spend way more time. If I put the effort into writing, I wanted them to digest that content properly. The bounce rate was quite high, meaning they were quite tired with my content, and they just wanted to move on and not explore anything else on my website.
Test Results
After implementing the compressed version of my original article, giving them a choice of what they will read and when, I expanded the average time on page to 12 minutes, which is extraordinary. My bounce rate was reduced to 60%, which meant that people kept browsing for more of my content.
We did a test with a content page, and the results were like this:
Basically, the engagement metrics on the new page were significantly higher than on the old when implemented in this way.
On a commercial landing page, we had a situation like this:
We only had a small increase in engagement. It was about 6%. Still very happy with the results. But what really, really surprised me was on my commercial landing page—where I want people to actually convert and submit an inquiry—the difference was huge.
It was about a 120% increase in the inquiries in comparison to the control group when I implemented this type of information. I removed the clutter and I enabled people to focus on making the inquiry.
I want you all to think about how you write for the web, what is a good web reading experience, and how content on the web should be, because I think it's time to align how we write and how we read on the web. Thank you.
There are a few things to note here. First, for an example of an implementation of hypotext, take a look at this post on user behavior data.
Next, keep in mind that Google does devalue the hidden content, disagreeing with its usability. You can read more about this on the DEJAN blog—there are further tips on the dangers of hidden content and how you can combat them there.
One solution is to reverse how hypotext works in an article. Rather than defaulting to the shorter piece, you can start by showing the full text and offer a "5-minute-read" link (example here) for those inclined to skim or not interested in the deep content.
Share your thoughts in the comments below, and thanks for listening!
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You are exposed to an average of 362 online display ads a day. How close are you to buying anything when you see those ads?
Online display ads have been around for over 20 years. They’re nothing new. But over the past 2 decades, the content, format, and messaging of display ads have changed dramatically—because they have had to!
The click-through rate of that first banner ad in 1994 was 44%. CTRs have steadily declined, and were sitting at around 0.1% in 2012 for standard display ads (video and rich media excluded), according to DoubleClick. Advertisers had to do something to ensure that their ads were seen, and engaged with—ads had to be a useful resource, and not an annoying nuisance.
It’s important, however, that the focus is not firmly fixed on CTRs. Yes, online display ads have largely been considered a tool for direct response advertising, but more recently, advertisers are understanding the importance of reaching the right person, in the right mindset, with an ad that can be seen. This ad may not be clicked on, but does that mean it wasn’t noticed and remembered? Advertisers are increasingly opting to pay for performance as opposed to clicks and/or impressions. Advertisers want their ad to drive action that leads to purchase—and that isn’t always in the form of a click.
Mediative recently conducted and released a research study that looks at how display ads can drive purchase behaviour. If someone is browsing the web and sees an ad, can it influence a purchase decision? Are searchers more responsive to display ads at different stages in the buying cycle? What actions do people take after seeing an ad that captures their interest? Ultimately, Mediative wanted to know how indicative of purchase behaviour a click on an ad was, and if clicks on display ads even matter anymore when it comes to driving purchase behaviour and measuring campaign success. The results from an online survey are quite interesting.
1. The ability of online display ads to influence people increases as they come closer to a purchase decision.
In fact, display ads are 39% more likely to influence web users when they are researching a potential purchase versus when they have no intent to buy.
Advertiser action item #1:
Have different ad creatives with different messaging that will appeal to the researcher and the purchaser of your product or service separately. Combined with targeted impressions, advertisers are more likely to reach and engage their target audience when they are most receptive to the particular messaging in the ad.
Here are a few examples of Dell display ads and different creatives that have been used:
This creative is focusing on particular features of the product that might appeal more to researchers.
This ad injects the notion of “limited time” to get a deal, which might cause people who are on the fence to act faster—but it doesn’t mention pricing or discounts.
These creatives introduce price discounts and special offers which will appeal to those in the market to buy.
2. The relevancy of ads cannot be understated.
40% of people took an action (clicked the ad, contacted the advertiser, searched online for more information, etc.) from seeing an ad because it was relevant to a need or want, or relevant to something they were doing at the time.
Advertiser action item #2:
Use audience data or lookalike modeling in display campaigns to ensure ads will be targeted to searchers who have a higher likelihood of being interested in the product or service. Retargeting ads to people based on their past activity or searches is valuable at this stage, as potential customers can be reached all over the web while they comparison shop.
An established Canadian charitable organization ran an awareness campaign in Q2 2015 using retargeting, first and third party data lookalike modeling, and contextual targeting to help drive existing, and new users to their website. The goal was to drive donations, while reducing the effective cost per action of the campaign. This combination helped drive granularity in the targeting, enabling the most efficient spending possible. The result was a 689% decrease in eCPA—$76 versus the goal of $600.
3. Clicks on ads are not the only actions taken after seeing ads.
53% of people said they were likely to search online for the product featured in the ad (the same as those who said they would click on the ad). Searching for more information online is just as likely as clicking the ad after it captures attention, just not as quickly as a click (74% would click on the ad immediately or within an hour, 52% would search online immediately or within an hour).
Advertiser action item #3:
It is critical not to measure the success of a display campaign by clicks alone. Advertisers can get caught up in CTRs, but it’s important to remember that ads will drive other behaviours in people, not just a click. Website visits, search metrics, etc. must all be taken into consideration.
A leading manufacturer of PCs, laptops, tablets, and accessories wanted to increase sales in Q2 of 2014, with full transparency on the performance and delivery of the campaign. The campaign was run against specific custom audience data focusing on people of technological, educational, and business interest, and was optimized using various tactics. The result? The campaign achieved a post-view ROI revenue (revenue from target audiences who were presented with ad impressions, yet did not necessarily click through at that time) that was 30x the amount of post-click revenue.
4. Clicks on ads are not the only actions that lead to purchase.
33% of respondents reported making a purchase as a direct result of seeing an ad online. Of those, 61% clicked and 44% searched (multiple selections were allowed), which led to a purchase.
Advertiser action item #4:
Revise the metrics you measure. Measuring "post-view conversions" will take into account the fact that people may see an ad, but act later—the ad triggers an action, whether it be a search, a visit, or a purchase—but not immediately, and it is not directly measurable.
5. The age of the target audience can impact when ads are most likely to influence them in the buying cycle.
Overall, 18–25 year olds are most likely to be influenced by online advertising.
At the beginning of the buying cycle, younger adults aged 18–34 are likely to notice and be influenced by ads much more than people aged over 35.
At the later stages of the buying cycle, older adults aged 26–54 are 12% more likely that 18–25 year olds to have made a purchase as a result of seeing an ad.
Advertiser action item #5:
If your target audience is older, multiple exposures of an ad might be necessary in order to increase the likelihood of capturing their attention. Integrated campaigns could be more effective, where offline campaigns run in parallel with online campaigns to maximize message exposure.
6. Gender influences how much of an impact display ads have.
More women took an online action that led to a purchase in the last 30 days, whereas more men took an offline action that led to a purchase.
76% more women than men visited an advertiser’s website without clicking on the ad.
47% more women than men searched online for more information about the advertiser, product, or service.
43% more men than women visited the advertiser’s location.
33% more men than women contacted the advertiser.
Advertiser action item #6:
Ensure you know as much about your target audience as possible. What is their age, their average income? What sites do they like to visit? What are their interests? The more you know about who you are trying to reach, the more likely you will be to reach them at the right times when they will be most responsive to your advertising messages.
7. Income influences how much of an impact display ads have.
Web users who earned over $100k a year were 35% more likely to be influenced by an ad when exposed to something they hadn’t even thought about than those making under $50k a year.
When ready to buy, people who earned under $20K were 12.5% more likely to be influenced by ads than those making over $100K.
Advertiser action item #7:
Lower earners (students, part-time workers, etc.) are more influenced by ads when ready to buy, so will likely engage more with ads offering discounts. Consider income differences when you are trying to reach people at different stages in the buying cycle.
8. Discounts don't influence people if they are not relevant.
We were surprised that the results of the survey indicated that discounts or promotions in ads did not have more of an impact on people—but it’s likely that the ads with coupons were irrelevant to the searcher’s needs or wants, therefore would have no impact. We asked people what their reasons were behind taking action after seeing an online ad. 40% of respondents took an action from seeing an ad for a more purchase-related reason than simply being interested—they took the action because the ad was relevant to a need or want, or relevant to something they were doing at the time.
Advertiser action item #8:
Use discounts strategically. Utilizing data in campaigns can ensure ads reach people with a high intent to buy and a high likelihood of being interested in your product or service. Turn interest into desire with coupons and/or discounts—it will have more of an impact if directly tied to something the searcher is already considering.
In conclusion, to be successful, advertisers need to ensure their ads are providing value to online web users—to be noticed, remembered, and engaged with, relevancy of the ad is key. Serving relevant ads that are related to a searcher’s current need or want are far more likely to capture attention than a "one-size-fits-all" approach.
Advertisers will be rewarded for their attention to personalization with more interaction with ads and a higher likelihood of a purchase. Analyzing lower funnel metrics, such as post-view conversions, rather than simply concentrating on the CTR will allow advertisers to have a far better understanding of how their ads are performing, and the potential number of consumers that have been influenced.
Rebecca Maynes, Manager of Content Marketing and Research with Mediative, was the major contributor on this whitepaper. The full research study isavailable for free download at Mediative.com.
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But, in the chilling video below, it's also the platform for an insidious game that pits friend against friend. You pick the winner, based on your own criteria and personal preference. Seems like a pretty sick thing to do, but trust us ... it actually gets worse.
Watch this short horror video, created by Mashable Studios and Crypt TV, and see for yourself how social media can have grim consequences Read more...
Want more engagement on Instagram? Have you considered posting infographics? Introducing infographics into your Instagram marketing campaigns will attract more viewers and set you apart from other companies. In this article you’ll find five ways to create infographics for Instagram. #1: Build a Video Infographic From a Series of Charts Videos overwhelmingly beat photos on Instagram. […]
Facebook is redesigning the way its iOS users share content from third-party apps inside of Facebook.
The social network showed off a new share extension for iOS Wednesday that makes it easier for people to control what they are sharing and who they share updates with
Share extensions are used by third-party apps to allow their users to share content back to Facebook. While this functionality has existed within iOS for some time, the experience up until now hasn't always been great, Facebook product manager Alyssa Levitz explained Read more...
If you're a webmaster, you probably received one of those infamous “Googlebot cannot access CSS and JS files on example.com” warning letters that Google sent out to seemingly every SEO and webmaster. This was a brand new alert from Google, although we have been hearing from the search engine about the need to ensure all resources are unblocked—including both JavaScript and CSS.
There was definite confusion around these letters, supported by some of the reporting in Google Search Console. Here's what you need to know about Google’s desire to see these resources unblocked and how you can easily unblock them to take advantage of the associated ranking boosts.
Why does Google care?
One of the biggest complaints about the warning emails lay in the fact that many felt there was no reason for Google to see these files. This was especially true because it was flagging files that, traditionally, webmasters blocked—such as files within the WordPress admin area and Wordpress plugin folders.
Here's the letter in question that many received from Google. It definitely raised plenty of questions and concerns:
Of course, whenever Google does anything that could devalue rankings, the SEO industry tends to freak out. And the confusing message in the warning didn’t help the situation.
Why Google needs it
Google needs to render these files for a couple of key reasons. The most visible and well known is the mobile-friendly algorithm. Google needs to be able to render the page completely, including the JavaScript and CSS, to ensure that the page is mobile-friendly and to apply both the mobile-friendly tag in the search results and the associated ranking boost for mobile search results. Unblocking these resources was one of the things that Google was publicly recommending to webmasters to get the mobile-friendly boost for those pages.
However, there are other parts of the algorithm that rely on using it, as well. The page layout algorithm, the algorithm that looks at where content is placed on the page in relation to the advertisements, is one such example. If Google determines a webpage is mostly ads above the fold, with the actual content below the fold, it can devalue the rankings for those pages. But with the wizardry of CSS, webmasters can easily make it appear that the content is front and center, while the ads are the most visible part of the page above the fold.
And while it’s an old school trick and not very effective, people still use CSS and JavaScript in order to hide things like keyword stuffing and links—including, in the case of a hacked site, to hide it from the actual website owner. Googlebot crawling the CSS and JavaScript can determine if it is being used spammily.
Google also has hundreds of other signals in their search algo, and it is very likely that a few of those use data garnered from CSS and JavaScript in some fashion as well. And as Google changes things, there is always the possibility that Google will use it for future signals, as well.
Why now?
While many SEOs had their first introduction to the perils of blocking JavaScript and CSS when they received the email from Google, Matt Cutts was actually talking about it three-and-a-half years ago in a Google Webmaster Help video.
Disallowing crawling of Javascript or CSS files in your site’s robots.txt directly harms how well our algorithms render and index your content and can result in suboptimal rankings.
It still got very little attention at the time, especially since most people believed they weren’t blocking anything.
However, one major issue was that some popular SEO Wordpress plugins were blocking some JavaScript and CSS. Since most Wordpress users weren’t aware this was happening, it came as a surprise to learn that they were, in fact, blocking resources.
It also began showing up in a new "Blocked Resources" section of Google Search Console in the month preceding the mobile-friendly algo launch.
How many sites were affected?
In usual Google fashion, they didn’t give specific numbers about how many webmasters received these blocked resources warnings. But Gary Illyes from Google did confirm that they were sent out to 18.7% of those that were sent out for the mobile-friendly warnings earlier this year:
@jenstar about 18.7% of that sent for mobile issues a few months back
The email that Google sent to webmasters alerting them to the issue of blocked CSS and JavaScript was confusing. It left many webmasters unsure of what exactly was being blocked and what was blocking it, particularly because they were receiving warnings for JavaScript and CSS hosted on other third-party sites.
If you received one of the warning letters, the suggestion for how to find blocked resources was to use the Fetch tool in Google Search Console. While this might be fine for checking the homepage, for sites with more than a handful of pages, this can get tedious quite quickly. Luckily, there's an easier way than Google's suggested method.
There's a full walkthrough here, but for those familiar with Google Search Console, you'll find a section called “Blocked Resources” under the “Google Index” which will tell you what JavaScript and CSS is blocked and what pages they're found in.
You also should make sure that you check for blocked resources after any major redesign or when launching a new site, as it isn’t entirely clear if Google is still actively sending out these emails to alert webmasters of the problem.
Homepage
There's been some concern about those who use specialized scripts on internal pages and don’t necessarily want to unblock them for security reasons. John Mueller from Google said that they are looking primarily at the homepage—both desktop and mobile—to see what JavaScript and CSS are blocked.
So at least for now, while it is certainly a best practice to unblock CSS and JavaScript from all pages, at the very least you want to make it a priority for the homepage, ensuring nothing on that page is blocked. After that, you can work your way through other pages, paying special attention to pages that have unique JavaScript or CSS.
Indexing of Javascript & CSS
Another reason many sites give for not wanting to unblock their CSS and JavaScript is because they don’t want them to be indexed by Google. But neither of those files are file types that Google will index, according to their long list of supported file types for indexation.
All variations
It is also worth remembering to check both the www and the non-www for blocked resources in Google Search Console. This is something that is often overlooked by those webmasters that only to tend to look at the version they prefer to use for the site.
Also, because the blocked resources data shown in Search Console is based on when Googlebot last crawled each page, you could find additional blocked resources when checking them both. This is especially true for for sites that may be older or not updated as frequently, and not crawled daily (like a more popular site is).
Likewise, if you have both a mobile version and a desktop version, you'll want to ensure that both are not blocking any resources. It's especially important for the mobile version, since it impacts whether each page gets the mobile-friendly tag and ranking boost in the mobile search results.
And if you serve different pages based on language and location, you'll want to check each of those as well. Don’t just check the “main” version and assume it's all good across the entire site. It's not uncommon to discover surprises in other variations of the same site. At the very least, check the homepage for each language and location.
Wordpress and blocking Javascript & CSS
If you use one of the "SEO for Wordpress"-type plugins for a Wordpress-based site, chances are you're blocking Javascript and CSS due to that plugin. It used to be one of the “out-of-the-box” default settings for some to block everything in the /wp-admin/ folder.
When the mobile-friendly algo came into play, because those admin pages were not being individually indexed, the majority of Wordpress users left that robots block intact. But this new Google warning does require all Wordpress-related JavaScript and CSS be unblocked, and Google will show it as an error if you block the JavaScript and CSS.
Yoast, creator of the popular Yoast SEO plugin (formerly Wordpress SEO), also recommends unblocking all the JavaScript and CSS in Wordpress, including the /wp-admin/ folder.
Third-party resources
One of the ironies of this was that Google was flagging third-party JavaScript, meaning JavaScript hosted on a third-party site that was called from each webpage. And yes, this includes Google’s own Google AdSense JavaScript.
Initially, Google suggested that website owners contact those third-party sites to ask them to unblock the JavaScript being used, so that Googlebot could crawl it. However, not many webmasters were doing this; they felt it wasn’t their job, especially when they had no control over what a third-party sites blocks from crawling.
Google later said that they were not concerned about third-party resources because of that lack of control webmasters have. So while it might come up on the blocked resources list, they are truly looking for URLs for both JavaScript and CSS that the website owner can control through their own robots.txt.
John Mueller revealed more recently that they were planning to reach out to some of the more frequently cited third-party sites in order to see if they could unblock the JavaScript. While we don’t know which sites they intend to contact, it was something they planned to do; I suspect they'll successfully see some of them unblocked. Again, while this isn’t so much a webmaster problem, it'll be nice to have some of those sites no longer flagged in the reports.
How to unblock your JavaScript and CSS
For most users, it's just a case of checking the robots.txt and ensuring you're allowing all JavaScript and CSS files to be crawled. For Yoast SEO users, you can edit your robots.txt file directly in the admin area of Wordpress.
Gary Illyes from Google also shared some detailed robots.txt changes on Stack Overflow. You can add these directives to your robots.txt file in order to allow Googlebot to crawl all Javascript and CSS.
To be doubly sure you're unblocking all JavaScript and CSS, you can add the following to your robots.txt file, provided you don't have any directories being blocked in it already:
User-Agent: Googlebot
Allow: .js
Allow: .css
If you have a more specialized robots.txt file, where you're blocking entire directories, it can be a bit more complicated.
In these cases, you also need to allow the .js and.css for each of the directories you have blocked.
Repeat this for each directory you are blocking in robots.txt.
This allows Googlebot to crawl those files, while disallowing other crawlers (if you've blocked them). However, the chances are good that the kind of bots you're most concerned about being allowed to crawl various JavaScript and CSS files aren't the ones that honor robots.txt files.
You can change the User-Agent to *, which would allow all crawlers to crawl it. Bing does have its own version of the mobile-friendly algo, which requires crawling of JavaScript and CSS, although they haven't sent out warnings about it.
Bottom line
If you want to rank as well as you possibly can, unblocking JavaScript and CSS is one of the easiest SEO changes you can make to your site. This is especially important for those with a significant amount of mobile traffic, since the mobile ranking algorithm does require they both be unblocked to get that mobile-friendly ranking boost.
Yes, you can continue blocking Google bot from crawling either of them, but your rankings will suffer if you do so. And in a world where every position gained counts, it doesn’t make sense to sacrifice rankings in order to keep those files private.
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