Tick, tock, click, stop – time is running out for the old Google Analytics
I may have, ahem, mentioned this before– but just in case you’ve missed it: there’s not much time left to switch to the new version of Google Analytics.
The headlines: the established version of Google Analytics (“Universal Analytics” or “UA”) will stop collecting data on 1st July 2023. If you want to continue measuring your website with Google Analytics after that date, you need to switch to the new version (“GA4”). And ideally you need to do that well BEFORE 1st July 2023, so that you have some overlap between the old and new systems.
Google have recently announced that they will automatically migrate UA to GA4 in some circumstances – see https://support.google.com/analytics/answer/12938611 for details – but please don’t let that make you complacent. Google admit the automatic migration process isn’t the best choice:
As Google states in their help article:
“We strongly recommend you manually migrate your Universal Analytics settings to GA4. If you do nothing, a new GA4 property will automatically be created for you, and your Universal Analytics configurations will be copied to the new GA4 property. Not all UA configurations have an obvious GA4 counterpart, and the automated process might not make the same choices as you would.”
Emma Walker and I discussed the current state of the UA->GA4 migration in this short (2 minute) video:
As I mention in the video, there are still some frustrating barriers to switching to GA4. In particular some third-party tools with Google Analytics integrations still don’t support the new system. So there are some tough choices to be made in some cases. But the good news is there are always pragmatic compromises that can get you to at least some sort of usable GA4 system.
If you have questions about migrating UA to GA4, or need help with any other aspect of Google Analytics for B2B marketing, please get in touch!
One of the most useful things I learned in business school is the NIHITO Principle…
There’s no Professor Nihito! Rather, it’s an acronym – Nothing Interesting Happens In The Office. In other words – if you’re looking for new ideas, get outside your normal work environment.
The Search London event that we sponsored and attended at the end of February was a great example of NIHITO in action. My team and I came away with a bunch of ideas and inspiration about how we can improve our best practices for SEO and related areas of digital marketing.
Search London's 12th Birthday
Highlights from the talks
A reminder of the importance of accessibility for SEO-related content (and indeed for everything else in digital marketing) – it’s not hard to make your content a bit more accessible, and both the search engines and your users will reward you.
A fascinating overview of SEO in China, in particular for China’s dominant Baidu search engine. A few of our clients are active in the Chinese market, so some of these ideas are directly relevant for us, but more generally this talk was a reminder about the qualitative aspects of SEO. Whether in China or elsewhere there’s a lot more to the modern SERP than just “ten blue links” and somehow seeing examples in an unfamiliar language helped to highlight this. Our team had some great conversations sparked by this talk!
Google’s EEAT guidelines
We took along a printed version of our recent article and checklist “how to use Google’s EEAT guidelines to win at B2B SEO” and it was great to see so many attendees reading and keeping these. It’s a fantastic resource for anyone working in B2B content marketing. You can download the checklist from within the article.
We still have a few of the printed ones available – if you’d like one to keep handy on your desk please get in touch and we’ll gladly post one to you.
But yesterday we learned about a Google Ads change that is a bit of a shocker. It won’t affect every advertiser by any means, but if the changes are relevant for your campaigns then the impacts could be horrendous. Here’s the core part of the announcement:
“Also, to help you reach more potential customers, your ads will now show on content that matches any of the topics, placements, or display and video keywords you target. For example, an ad targeting a topic and a placement will be eligible for impressions which match either. Currently, your ads can only show on content that simultaneously matches all of the topics, placements, and display and video keywords you target.”
In summary: Google are changing some display ad targeting from “AND logic” to “OR logic”. So previously we could target display ads to pages that are on specific websites AND that relate to specific topics. Now that “AND” will change to “OR”. The changes will be applied automatically to running campaigns and there’s no way to avoid this.
This might not seem all that dramatic. But here’s an analogy:
Suppose you’re a business that makes chutney. You have a regular order with a supplier for green tomatoes. Things go well for several years with your green tomatoes turning up each day. Then one day you receive a shipment with:
A few green tomatoes – way fewer than your normal order
Loads of red and yellow tomatoes
Loads of cabbages, cucumbers, peas and broccoli
I think you’d be unhappy! You call the supplier. “What’s the problem?” they say. “You asked for green tomatoes. Everything we’ve sent you is either a tomato, or green. Or even both!”
The same problem applies to display campaigns that are impacted by this change – instead of reaching the exact intended audience, they will go to much broader audiences that are largely irrelevant to the advertiser’s original strategy.
Let’s look at a realistic B2B PPC example: suppose I want to show an ad for a B2B technology-related product. I might decide I want to focus my budget on dailymail.co.uk – because I think their readership is a good fit for my target demographic – but obviously the whole readership of the Daily Mail is far too broad for me to target. So I can choose to combine a second criterion and show the ad on pages that relate to technology industry news. With Google’s current setup – which has been in place for many years! – those targeting options combine to give this result:
So there are around 5,000 impressions available for ads on dailymail.co.uk on pages that relate to the technology industry. That’s a very affordable, niche target that I can go after with a budget of perhaps only a few pounds a week.
With Google’s change the number of impressions goes up dramatically:
So instead of 5,000 available impressions there are now 1.8M+370K=2.2 MILLION impressions! The audience is nearly 500x larger.
That might sound exciting but in fact it’s a disaster for this campaign. I wanted to reach Daily Mail readers who read content about the technology industry. Instead I’m now reaching ALL Daily Mail readers, and ALL pages (on the whole internet!) that carry content about the technology industry. The original strategy behind my campaign has been destroyed. In the worst case – the campaign might spend 500x more and deliver the same return. So the campaign ROI could be 500x worse!
Depending on budget settings, there’s a risk that some display campaigns may suddenly start spending dramatically more money. And this extra spend will mostly be wasted as the additional impressions will be outside of the original targeting intent of the campaign.
What we think:
This is an unfortunate change by Google for two reasons. Firstly, it takes away a strategy that has been really valuable for niche B2B marketers who want to make some use of Google’s Display Network. The GDN is substantially less useful for B2B marketing as a result of this change.
But secondly it sets a worrying precedent. If Google feels entitled to implement automatic changes that totally undermine the original intent behind a campaign setup, and that may dramatically damage the ROI from running campaigns, that undermines trust and confidence in the Google Ads platform.
I think this change is poorly thought out, and I hope Google will reverse it, or at least implement it in a “safer” way. But for now we have to take Google at their word and assume the change is going ahead.
What you need to do:
If you run Display campaigns on Google Ads, you need to immediately review whether any of your existing campaigns will be impacted by this change. The change may go live as soon as 1st March 2023, so you only have a few weeks. If you don’t take action you risk seeing your Google Display spend rising dramatically for little or no return.
For Sharp Ahead retained clients:
We will be proactively reviewing the impact of this change on all Google Ads accounts where we are currently engaged for PPC management. At a minimum, we will arrange to pause any campaigns where we are concerned about the negative impact.
As usual, if you have any concerns or need help with this or any other aspect of PPC management for B2B marketing, please get in touch!
E-A-T is the summation of Google’s Search Quality Rater Guidelines which provides an eye-watering 168 page document to help “webmasters understand what Google looks for in a page.”
Whilst Google state that E-A-T is not a direct ranking factor (i.e. a factor that helps determine how well your content ranks for different keywords/phrases in the search results), there are practical applications of these guidelines that are direct ranking factors.
Let’s take a step back and look at what E-A-T stands for.
Expertise :Having a high level of knowledge or skill in a particular field or topic. This could be in the form of a qualification or education. E.g. a certified WordPress web developer is more qualified to discuss setting up a new WordPress website than someone who has read a few blogs on the topic! There is also space for ‘everyday expertise’ such as a blogger who reviews restaurants, without necessarily having expert credentials
Authority: This centres around your reputation in a given field. Are you a go-to source on a particular subject matter? Do you have strong reviews (third party as well as customer quotes)? Are you recommended by other experts in the fields? Do you have lots of content related to that topic?
Trustworthiness: This focuses on legitimacy, transparency and accuracy and is particularly key for YMYL content where the wrong information could be very damaging if inaccurate. However, this is still highly relevant for all webmasters. For example: adding in authors for articles and blog content or citing and linking to external sources when referencing quotes, stats etc.
This ultimately boils down to Google’s ambition to further elevate the quality of the SERPs, with high quality, original content written with credibility.
This seems pretty all-encompassing, so why the extra E?
E = Experience
This extra E stands for Experience which, granted, seems very similar to Expertise but there is quite a distinct difference.
E for Experience. Google defines this as content that can demonstrate “that it was produced with some degree of experience, such as with actual use of a product, having actually visited a place or communicating what a person experienced”
In short – Google wants to see that the content is written by individuals who have ‘first-hand experience’ of the topic.
Why Optimise for E-E-A-T?
If E-E-A-T isn’t a direct ranking factor, then why optimise content to meet these guidelines?
The key is how you translate the guidelines into things Google can measure. Google’s Danny Sullivan helps explain:
Is E-A-T a ranking factor? Not if you mean there's some technical thing like with speed that we can measure directly.
We do use a variety of signals as a proxy to tell if content seems to match E-A-T as humans would assess it.
How can B2B marketers create great E-E-A-T content?
Quite often the guidelines from Google are very B2C focused so we’ve compiled some tips to help B2B marketers elevate content to E-E-A-T standards:
Mention your years of experience: E.g. Helping leading companies transform their XXX for the past 20 years
Link to Case Studies: Cite and link to examples of work with customers that highlights your breadth of experience on that subject matter. Where possible, add links to case studies using anchor text that is relevant to the page you’re linking to as this will provide other SEO benefits for your site
Embed ‘How to’ or ‘Explanatory’ videos: Adding a video into your content that provides more information about the topic (or solution/service) can not only show your experience but also help keep visitors engaged with your content.
Top Tip: To also help your page SEO, make sure to add the keyword/phrase you want that page to rank for into the Title and Description of your video. Plus, if you use YouTube embed, this helps your overall video view count and therefore your VSEO – a win win!
Select authors carefully: Assign articles and blogs to individuals within your organisation with higher levels of expertise in that subject matter
Create author bios: Create individual author pages which all blogs/articles to an author page which details more about their background and expertise in that field. Consider adding links in the bio to other sources highlighting their expertise (e.g. if they’re a member of an independent body or even links to their LinkedIn profile)
Don’t regurgitate: Showcase your expertise by adding your own opinion on the topic at hand. Ideally this should be backed up with evidence such as research, polls and/or citing credible third party sources
Structure your content based on search intent: Think about the audience of your content and the intent behind a search that might bring them to your content. Where relevant, create digestible sections that directly respond to this intent. This structure will also form the basis of your H2s, H3s and ‘table of contents’ at the top of longer form content – all fantastic ways to boost your rankings
Link to related content on your site: Internal links let Google know that you have more to say on the topic, or related topic. This also provides an improved UX, making it easier for the visitor to flow between highly relevant content on your site
Link to external sites: This signals to Google that you have researched the subject matter and are supporting your content by linking to trustworthy resources
Collaborate: The content doesn’t always have to come from you! Consider bringing in other industry experts to work with you on a rounded piece of content
This article from the Innovation Centre Knowledge Gateway in Essex perfectly highlights how they’ve selected the right individual, the Innovation Director, to talk on the subject of Scale Ups.
Build up related content: If you have 1 or 2 pages on a particular topic and your competitor has 20, then chances are, they’ll rank more highly than you if one of their pages is similar to one of yours. To gain authority, you need to build a bank of content related to your field of expertise that are also shaped around your target keywords and phrases
Integrate third-party verified reviews: Adding in third party trusted reviews from sources such as Trustpilot or Capterra, provides an immediate source of both authority and trustworthiness for visitors
Cite key partnerships: If your work with other trusted organisations, then integrate this within your content. Adding external links for these organisations will also provide an SEO boost – but don’t forget to ensure external links open in a new window!
Build backlinks for key content: Backlinks to a site are a key measure of your overall authority. Links that direct to pages deeper in your site (not just the homepage), give that content even higher authority. Look at the top 1-3 websites ranking top for the keyword/phrase you want to rank for and identify the types of sites they are receiving links from to help inform your own backlink strategy
Barbour ABI cites government and independent organisations which help builds both authority and trust with the visitor.
Arguably the E-E-A portions work together to build trust amongst your visitors. However, we have pulled out a few additional tips to help bolster this:
Check references:If citing third-party statistics, make sure these are accurate
Highlight awards won: What better way to show that you’re a trusted organisation than highlighting that your products, solutions or services have received awards in your field?
Keep content up-to-date: If you have ‘evergreen’ content on your site, then make sure it’s updated to ensure accuracy
Top Tip: If updating a ‘trends’ blog for the subsequent year, make changes and then update the year on the blog and its related Title and Meta Description
Show your contact details: In B2B, a phone number and email address displayed prominently in the header and footer as well as the Contact Page shows that you’re a real company, with real people
Refresh your Google Business Profile: When users search for your brand, the content of your Google Business Profile may well be the first thing they see. Make sure this is up-to-date and making the most of the enhanced features it offers (e.g. products/services)
E-E-A-T helps beyond SEO!
We’ve talked here about E-E-A-T because of its relevance to B2B SEO. But Google isn’t your only stakeholder! It’s worth remembering that almost all of the E-E-A-T factors are also relevant for engaging and converting your website visitors. For example, third party reviews will help prospective customers decide whether your product or service meets their needs, and including contact details on your page will help them to get in touch when they are ready for a conversation with sales. So both of those things will increase conversions from your website visitors.
In general, following the E-E-A-T guidelines will make your content more persuasive and more engaging for your human readership, as well as more attractive to Google – with all of the marketing benefits that flow from that.
Want to have these helpful tips at your fingertips? We’ve curated the checklists above into a downloadable E-E-A-T checklist that you keep on file for whenever you’ve got new content to create. We hope you find it useful!