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- To help fight the opioid crisis, a new tool from Maps and SearchTo help fight the opioid crisis, a new tool from Maps and Search21st February 2019SEO / Technology News / UncategorisedThis pilot has been made possible thanks to the hard work of many federal agencies, states and pharmacies. Companies like Walgreens and CVS Health, along with state governments in Alabama, Arizona, Colorado, Iowa, Massachusetts, Michigan and Pennsylvania have been instrumental in this project, contributing data with extensive lists of public and private disposal locations. The DEA is already working with us to provide additional location data to expand the pilot. For this pilot, we also looked to public health authorities—like HHS—for ideas on how technology can help communities respond to the opioid crisis. In fact, combining disposal location data from different sources was inspired by a winning entry at the HHS’s Opioid Code-A-Thon held a year ago. We’ll be working to expand coverage and add more locations in the coming months. To learn more about how your state or business can bring more disposal locations to Google Maps and Search, contact RXdisposal-data@google.com today.... Read more...
- Using Google for Education tools to create community at Lundavra PrimaryUsing Google for Education tools to create community at Lundavra Primary21st February 2019SEO / Technology News / UncategorisedAt Lundavra Primary School, students and teachers encourage parents and other local residents to visit our schools and learn about what’s happening in our classrooms. It’s important to us that we connect the Fort William community to the life of the school. To make this happen, we invite everyone in the area to “Community Cafes,” once-a-month social events featuring student singing, homemade baked goods and a book exchange. After the Community Cafes, students with Chromebooks in hand ask people if they enjoyed attending, and what they’d like to see at future Cafes. The students enter responses into Google Forms, which is helpful for us teachers as we plan our future community events—plus, it’s much easier to keep track of than paper forms that wouldn’t be returned. When students are getting this feedback using Google Forms, they can connect and communicate with fellow students, teachers and people in the community. Students learn language and communication skills as they formulate questions to ask attendees and start conversations with adults.... Read more...
- China’s CRISPR twins might have had their brains inadvertently enhanced21st February 2019SEO / Technology News / UncategorisedThe brains of two genetically edited girls born in China last year may have been changed in ways that enhance cognition and memory, scientists say. Recommended for You The twins, called Lulu and Nana, reportedly had their genes modified before birth by a Chinese scientific team using the new editing tool CRISPR. The goal was to make the girls immune to infection by HIV, the virus that causes AIDS. Now, new research shows that the same alteration introduced into the girls’ DNA, to a gene called CCR5, not only makes mice smarter but also improves human brain recovery after stroke, and could be linked to greater success in school. “The answer is likely yes, it did affect their brains,” says Alcino J. Silva, a neurobiologist at the University of California, Los Angeles, whose lab uncovered a major new role for the CCR5 gene in memory and the brain’s ability to form new connections. “The simplest interpretation is that those mutations will probably have an impact on cognitive function in the twins,” says Silva. He says the exact effect on the girls’ cognition is impossible to predict, and “that is why it should not be done.” He Jiankui poses for the cameras of the Associated Press in the days before his gene-editing experiments became known. Mark Schiefelbein | AP The Chinese team, led by He Jiankui of the Southern University of Science and Technology in Shenzhen, claimed it used CRISPR to delete CCR5 from human embryos, some of which were later used to create pregnancies. HIV requires the CCR5 gene to enter human blood cells. The experiment has been widely condemned as irresponsible, and He is under investigation in China. News of the first gene-edited babies also inflamed speculation about whether CRISPR technology could one day be used to create super-intelligent humans, perhaps as part of a biotechnology race between the US and China. There is no evidence that He actually set out to modify the twins’ intelligence. MIT Technology Review contacted scientists studying the effects of CCR5 on cognition, and they say the Chinese scientist never reached out to them, as he did to others from whom he hoped to get scientific advice or support. Sign up for The Download Your daily dose of what’s up in emerging technology “As far as I know, we never heard from him,” says Miou Zhou, a professor at the Western University of Health Sciences in California. Although He never consulted the brain researchers, the Chinese scientist was certainly aware of the link between CCR5 and cognition. It was first shown in 2016 by Zhou and Silva, who found that removing the gene from mice significantly improved their memory. The team had looked at more than 140 different genetic alterations to find which made mice smarter. Silva says because of his research, he sometimes interacts with figures in Silicon Valley and elsewhere who have, in his opinion, an unhealthy interest in designer babies with better brains. That’s why, when the birth of the twins became public on November 25, Silva says he immediately wondered if it had been an attempt at this kind of alteration. “I suddenly realized—Oh, holy shit, they are really serious about this bullshit,” says Silva. “My reaction was visceral repulsion and sadness.” During a summit of gene editing scientists that occurred two days later in Hong Kong, He acknowledged he had known all along about the potential brain effects from the UCLA research. “I saw that paper, it needs more independent verification,” He replied when asked about it during a Q&A session (see video here). He added: “I am against using genome editing for enhancement.” Whatever He’s true aims, evidence continues to build that CCR5 plays a major role in the brain. Today, for example, Silva and a large team from the US and Israel say they have new proof that CCR5 acts as a suppressor of memories and synaptic connections. According to their new report, appearing in the journal Cell, people who naturally lack CCR5 recover more quickly from strokes. What’s more, people missing at least one copy of the gene seem to go further in school, suggesting a possible role in everyday intelligence. “We are the first to report a function of CCR5 in the human brain, and the first to report a higher level of education,” says UCLA biologist S. Thomas Carmichael, who led the new study. He calls the link to educational success “tantalizing” but says it needs further study. The discoveries about CCR5 are already being followed up in drug trials on both stroke patients and people with HIV, who sometimes suffer memory problems. In those studies, one of which is under way at UCLA, people are being given an anti-HIV drug, Maraviroc, which chemically blocks CCR5, to see if it improves their cognition. Silva says there is a big difference between trying to correct deficits in such patients and trying to create enhancement. “Cognitive problems are one of the biggest unmet needs in medicine. We need drugs, but it’s another thing to take normal people and muck with the DNA or chemistry to improve them,” he says. “We simply don’t know enough to do it. Nature has struck a very fine balance.” Just because we shouldn’t alter normal intelligence doesn’t mean we can’t. Silva says the genetic manipulations used to make “smart mice” show not only that it is possible, but that changing CCR5 has particularly big effects. “Could it be conceivable that at one point in the future we could increase the average IQ of the population? I would not be a scientist if I said no. The work in mice demonstrates the answer may be yes,” he says. “But mice are not people. We simply don’t know what the consequences will be in mucking around. We are not ready for it yet.”... Read more...
- Amazon Advertising + Prime Pantry: What’s the deal for paid search? 21st February 2019SEOFor many consumers, joining Amazon Prime is a no brainer. From free 2-day shipping to unlimited movie and TV streaming, Amazon Prime offers its members tons of benefits that make our lives easier. Prime Pantry is one such benefit that maximizes convenience and cost savings for consumers. Prime Pantry offers grocery and household items in every day pack sizes (a single box of cereal or a single tube of toothpaste). Amazon ships these items to the consumer in the same box. This means that Amazon can offer free shipping for thousands of lower price point items that typically could not be shipped for free individually. Consumers pay a monthly fee of $5.99 to get unlimited free shipping on Pantry orders, or a flat $5.99 shipping fee on individual orders if you do not order more than once a month. There is also a $6 coupon applied to your order when you add five or more items to your basket. And, Prime Pantry orders of $35 or more also qualify for free shipping. This makes Prime Pantry unique because its consumers are in “basket building” mode. They are seeking items to fill their basket and qualify for the coupon and free shipping. In turn, this creates a shopping experience rife with advertising opportunities. Prime Pantry & driving trial Because of the consumers’ basket building mindset, Prime Pantry offers particularly value to brands who are trying to drive trial and introduce new consumers to their products. Consider a CPG brand that sells their smaller pack offerings through Prime Pantry, and their larger pack offerings on Amazon.com. The customers buying the larger pack offerings on Amazon.com are likely brand loyalists, lapsed-buyers, or consumers who are, at the very least, aware of the brand. The shoppers buying smaller packs through Prime Pantry are more likely to be basket building and trying a brand for the first time. This makes Prime Pantry a great way to drive trial and expose new consumers to your products. So what’s the catch? Through Amazon Advertising, brands can promote their Prime Pantry ASINs (ASINs, or Amazon Standard Identification Numbers, are blocks of letters/numbers that uniquely identify items on Amazon) just like any other product offered on Amazon. However, several challenges make promoting Prime Pantry ASINs tricky: Prime Pantry items have a low price point, leaving less margin to turn a positive Return on Ad Spend (ROAS). Most Prime Pantry items are priced under $10, which means there is limited margin for your cost-per-click bid. If you try to promote a Prime Pantry ASIN using Sponsored Products Manual Keywords Targeting, the competition is often so high that your keyword’s average CPC will be 25% or 50% of your item price, sometimes even more. At that price, you would need a 50% or higher conversion rate to turn a positive ROAS. Yikes. There is no way to segment your Sponsored Products keyword impressions to only serve within the Prime Pantry environment. This means that your ASINs will also be promoted on standard Amazon.com search queries, and users searching on Amazon.com have less intent to purchase Prime Pantry ASINs than those who are searching within the Prime Pantry environment. How do I make Prime Pantry work for me? Product Display Ads (PDAs) are the answer! PDAs’ Product Specific Targeting option allow advertisers to effectively reach consumers who are basket building and shopping in Prime Pantry’s unique environment. In my experience, PDAs are the least-utilized Amazon Advertising campaign type. This is likely because it is the only campaign type that does not feature keyword-based targeting. The targeting options for PDAs are interests/categories and specific products. However, this is what makes PDAs great for Prime Pantry. With PDAs’ Product Specific Targeting, you are bidding for a placement that is a specific ASIN’s product detail page (PDP), right below the buy box. Targeting Product Specific PDPs allow for a lower CPC than keyword-based targeting methods, and a higher conversion rate since the user’s goal is to fill their basket. Share this article Related articles Strategies for using PDAs’ Product Specific Targeting So, how does this all come together in practice? Luckily, I’ve had the opportunity to test this approach in the wild and have found that it leads to very positive results. Working with CPG and manufacturer advertisers, I’ve found that it increases the advertisers’ visibility in Prime Pantry. And, compared to Sponsored Products keyword-based targeting for the same ASINs, I’ve seen lower CPCs, higher conversation rates, as well as significantly better ROAS and Advertising Cost of Sales (ACoS). There are also multiple ways to apply this approach. You can use several different strategies with PDAs’ Product Specific Targeting to drive trial and grow sales. For example: Upsell: Try to upsell users searching on a smaller pack to a larger pack offering from your brands’ products. Conquest: Target your direct competitor’s PDPs to convert consumers and grow category depth. Basket Building: Target products from related categories to encourage basket building and trial. Brand Protection: Target your own brands’ PDPs to protect against your competition promoting their products on your brands’ PDPs. More on PDAs Lastly, it’s important to note that, historically, non-keyword-based targeting capabilities were available only within the Product Display Ad (PDA) campaign type. But in early November 2018, Amazon Advertising introduced these targeting features to the Sponsored Products campaign type as well. In the past, PDA campaigns also had some pretty serious limitations. For example, there was a lack of individual target bidding, target level reporting, and the ability to optimize the campaign with negative target exclusions. Fortunately, all of these limitations have been addressed in the November 2018 update with the recent addition of these targeting capabilities to Sponsored Products. Craig DeTora is a Senior Paid Search Manager at Catalyst where he specializes in driving the Amazon Advertising strategy and execution for some of Catalyst’s largest CPG and ecommerce clients. For more on Amazon Advertising: Want to stay on top of the latest search trends? Get top insights and news from our search experts. Related reading (According to experienced SEOs.) We asked SEO experts which plugins and extensions they use for easier, more productive work. Here are their top 17 answers. Gillette’s “The Best a Man Can Be” ad sparked lots of coverage. The real question is, “What impact did that video have on search traffic?” The trends since. Four predictions on the SERP of tomorrow from the VP of Industry Insights at Yext. What we can expect, and what to do today to prepare. For 3 out of 5 marketers, generating traffic and leads is the toughest challenge. Here are our top three tips for lead generation for ecommerce businesses. Want to stay on top of the latest search trends? Get top insights and news from our search experts.... Read more...
- What Is Dwell Time & Why Does It Matter for SEO? by @DuaneForrester21st February 2019SEODwell time is one of those metrics that gets referenced a lot in articles, on social media, and in conference presentations. Sadly, though, it remains greatly misunderstood by some in the SEO community. What is dwell time? Do search engines really use it? Is it a ranking factor? And, if so, how can you impact it? This post will hopefully clear up any confusion. A Brief History of Dwell Time When I look up the definition of “dwell,” I get the following information: dwell VERB live in or at a specified place. (dwell on/upon) think, speak, or write at length about (a particular subject, especially one that is a source of unhappiness, anxiety, or dissatisfaction). Synonyms: linger over · mull over · muse on · brood about · brood over NOUN a slight regular pause in the motion of a machine For our purposes, we’re going to focus more on the synonyms-side of things, and we’re going to amend the concept to the phrase dwell time. There is a good chance you’ve heard this phrase before, as I’ve been speaking about it since I was running Webmaster Tools at Bing. I referenced it for the first time in this post on building quality content: While it may feel like you’ve poured your heart and soul into creating the content on the website, quality is in the eye of the visitor, and short page dwell times can indicate the content is not capturing the visitor’s interest. … If your content does not encourage them to remain with you, they will leave. The search engines can get a sense of this by watching the dwell time. Being inside the engine, I spent time with the search engineers and the Spam team, among others. As an SEO professional, you can imagine how interesting it was to get logical (and sometimes illogical) answers to my questions. Dwell time was one of those concepts that made perfect sense once explained, and it was immediately obvious that such a metric could be very important in determining searcher satisfaction. What Is Dwell Time? Dwell time is the length of time a person spends looking at a webpage after they’ve clicked a link on a SERP page, but before clicking back to the SERP results. You’ve done this lots of times, most likely. It’s that brief moment when you evaluate the webpage you just clicked to visit. It either instantly provided you the answer you wanted, or was such an obvious failure that you hit the back button immediately. The value of this metric to a search engine should be obvious – the more time you spend consuming the content of a page you clicked to visit, the higher the probability that page satisfied your needs. That’s obviously a generalization, as we could poke any number of edge-case scenario holes in that theory, but in the broadest sense, it applies. And the opposite remains broadly true as well – the less time you spend on that page, the less satisfied you could be. But if you’re asking for the weather, a quick glance at the page may be entirely satisfactory. In instances such as those, a metric built around dwell time would have to account for that: short time = satisfaction. So you can see it’s not as easy as a broad application of a concept. But it is a metric that’s used and would hold a value applied to rankings at some level. How important it is as a metric is relative, and must be considered in a mix of many factors, so chasing dwell time is not a good use of your time. Focusing on broader improvements for a website that increases user engagement, however, is worthy. Dwell time may increase as a result, but it shouldn’t be the only focus or reason you do something. What Dwell Time Is NOT Dwell time is not bounce rate. A bounce happens when someone views only one page and leaves your site. So your bounce rate is the percentage of single-page sessions divided by all the sessions for your website (or an individual page). Dwell time has been used somewhat interchangeably with average time on page. But average time on page is simply that – the amount of time someone spends on one of your pages. That user may have gotten to that page from social media, a link on another webpage, an email, or some other source. How about session duration? Also not dwell time. The session duration metric measures how long someone spent on your site. If a user’s session didn’t begin with a search, it certainly can’t end in the same search results page. One other thing dwell time is not: a publicly available metric you can measure with a third-party tool. Only the search engines have access to dwell time. When Does Dwell Time Become a Visit? Technically, every click is a visit. But let’s be frank… not all visits are created equal. You alone will know what version of a metric matters most to your own business, but it’s safe to say that for most businesses, a visit of one second (or less) is less than ideal. At the very least, we can safely say that every business would like people to engage for longer with them. Now, your analytics package may vary in how they track these instances, but it’s worth viewing your visits sorted by the amount of time a visitor engaged with you. If you’ve optimized your conversion path, you’ll have an idea of the average time a transaction takes and you can then easily map what a valuable visit tends to look like. There are a bunch of ways to do such an exercise, but regardless of the method, it’s worth doing it. How Can You Impact Dwell Time? There is no one thing you can do to positively impact dwell time. However, there may be instances when doing one thing does have an impact. What I’m talking about here is focusing on improving the overall user experience and the delivery of useful content on your pages. Still doing auto-roll videos when a user visits your website? Yeah, users don’t like that. Don’t bury answers to questions down low on a page below a giant header image. Be sure to make content easy to find and obvious, so it’s the first thing a visitor sees when they reach your page. Did you ever wonder why Google and Bing gave guidance on “above the fold” and not having pop-ups, etc? Part of the reason for that guidance was to improve the user’s experience. The search engines know that if a searcher lands on a webpage listed in search results, then goes back to the search results almost immediately, there is an increased chance that the searcher will blame the search engine. If that pattern repeats itself several times, it simply increases a searcher’s frustration with the engine, so it’s a pattern the engines would like to avoid when possible. Don’t Dwell on Dwell Time Essentially, dwell time is a measure you should be aware of, but you’re already taking all the correct actions to have the most positive impact on it. If you’re struggling to make your site mobile friendly, you need to fix that. Page load speeds still slow? Fix that. If you’re worried that customers will bounce from your site the instant they get the one piece of information they think they need, you need to fix that – work on conversion optimization. In short, you need to work on that age-old effort of “being sticky.” More Resources: Subscribe to SEJ Get our daily newsletter from SEJ’s Founder Loren Baker about the latest news in the industry!... Read more...

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