Thursday, March 5, 2015

Google to Rely on Trustworthiness Instead of Site Popularity - Here Comes Knowledge-Based Trust (KBT) Ranking Score

We all have talked about links in the past but in future Google is set to consider trust (accuracy) of the content as a major ranking signal instead of site popularity which is solely based on links. A new ranking factor named Knowledge-Based Trust (KBT) score is set to affect all the webpages and they shall be ranked on the basis of high to low KBT scores. (Certain exceptions apply as the actual Google algorithm is based on so many other factors) but most importantly links will lose some of its importance to KBT scores.

What is Knowledge-Based Trust (KBT) Score?

Judging the quality and accuracy of information is a tremendous task. Traditionally Google evaluated it using exogenous signals such as hyperlinks and browsing history. These signals however weighted popularity of a webpage more instead of it's trustworthiness. Some less popular websites having very accurate information neveer get the same visibility because the main ranking algorithm relies of PR that is measure of popularity. 

To break the shackles, Google has proposed a way to distinguish errors made in the extraction process from factual errors in the web source by using joint inference in a novel multi-layer probabilistic model. This trustworthiness score is known as "the Knowledge-Based Trust (KBT). 

What's New In This Model?

Under this new model, sites having high PR scores or DA might have low KBT scores because none of the PR algorithm or Moz DA algorithm includes factual correctness of information while computing the webpage scores. Hence, this new model if proved to be correct in the longer run will provide new means to judge the quality of the webpage. 

KBT is different from all other previous models of source importance computation. PageRank and Authority-hub analysis consider signals from link analysis. EigenTrust and TrustMe consider signals from source behavior in a P2P network. 

Web topology, TrustRank, and AntiTrust detect web spams. But, KBT considers an important endogenous signal — the correctness of the factual information provided by a web source.

What Will Be the Effect of KBT Scores On My Site?

Sites that are having high popularity like the QA sites often have inaccurate information in them because those are directly answered by users and are not proofread by any editors. This is opposed to the information provided by Wikipedia which are proofread by editors. Hence, QA/Forum sites although have a score in popularity (means high DA, PR as well as high Alexa) but they might actually have a low KBT score. If your site does not provides accurate data, it might fall in the category of low KBT score and hence lesser rankings.

Low Page Rank Sites Might Have High KBT Scores 


High Page Rank Sites Might Have Low KBT Scores

Does High KBT Scores Means High Rankings?

The short answer is no :) 

The Google ranking algorithm is composed of so many factors and KBT is just one of them. So, there is no guarantee that a high KBT score might guarantee high rankings always. But yes, most of the times if other factors favor your site then you can enjoy higher visibility on Google.

Are Links Dead?

Not at all. Links still hold a lot of value because site popularity is still a factor in the ranking algorithm. Links might have lost some of its value but they are not dead.

How to Increase KBT Scores?

KBT scores is based on trust. Google compares the quality of the information presented on your site with several other pre-compiled resources and checks its accuracy. This means, having accurate information in your site is more important than ever. if the content facts presented on your site matches with those present in n number of high trust score websites then you will have a high KBT score. 

Tuesday, February 24, 2015

70% of Mobile Searchers Call a Business Directly From Search Results - Introducing Call Only Campaigns in Adwords

Adwords is improving for the better. Considering the number of people using smartphones, there was a need of inclusion of direct CTA elements in the search results itself. Around 70% of mobile searchers call a business directly from search results so how about creating call-only campaigns, a new and easy way for businesses to reach potential customers by prominently showing your phone number, business description and call button -- right when people are searching.

Instead of 2 step CTA - Have a 1 Step CTA

Enable people to reach your business directly via calls without needing to visit your site. Tailor your ads for phone calls with effective CTA text like “speak to a specialist today" or “call to make an appointment" to let people know they can easily reach your business. 

How to Create a Call Only Campaigns

Call only campaigns are for those businesses whose goal is to increase phone calls. With Call-only campaigns you can get people to click-to-call you straight from your ads. You can use the CPC bidding based on the value of a call to your business. These are currently available for the Search Network only.

To create your new campaign:

  1. Login to your adwords account.
  2. Go to the "Campaigns" tab and select Search Network only from the +Campaign drop-down menu.
  3. Name your campaign and choose the campaign type Call-only.
  4. Choose settings like Networks, Devices and Location targeting. 
  5. Click Save and continue.

Monday, February 23, 2015

Screen Tracking - Determine Which App Screens Receive The Max. User Engagement

Screen tracking is an awesome way to measure the various screens that users visit within your app. Screen view in app is the same as Page View in web. During a session, user might view lots of screens and might spend a particular time interval in each of the screen. Enabling screen taking can help any webmaster gather useful data as to which ones are the most popular, how long users stay on each screen, and how they navigate from one screen to the next. 

Screens are nothing but containers that hold interactive content. You can have different screens for different sections of the app or just a single screen. Whatever the case may be, screen tracking is vital for gaining insights that helps to boost traffic and sales.

Why Screen Tracking Is Helpful?

For example, if each level of a game used a different screen, you could easily track how many people qualified for each level. Analyzing the pattern of user drop-off might indicate that there’s a technical issue associated with a level or that a level is too hard. Similarly, you can find the screen that generates the maximum views so that might be a suitable prospect to run ads. 

A screen view consists of a single string field that will be used as the screen name in your Google Analytics reports.We can use the automatic screen measurement to start gaining data across all app views. 

You can automatically measure views as screens using the GAITrackedViewController class. Have each of your view controllers extend GAITrackedViewController, a convenience class that extends UIViewController, and provide the view name to give to the view controllers in your reports.

How to Implement Screen Tracking?

For example, suppose you have an "Game Level 1" view that you want to measure with a view controller header that looks like this:

@interface GameLevel1ViewController : UIViewController

You would update this header to say:

#import "GAITrackedViewController.h"

@interface GameLevel1ViewController : GAITrackedViewController

You must also provide the view name to be used in your Google Analytics reports. You need to edit the view controller's initializer method, if you have one, or the viewDidAppear: method:

- (void)viewDidAppear:(BOOL)animated {
  [super viewDidAppear:animated];
  self.trackedViewName = @"GameLevel1 Screen";

Screen tracking is the future. As mobile devices continues to grow, web based page views will soon become a metric of the past. Have you implemented screen tracking for your app? Which critical data is benefitting you? Please discuss with us in the comments below.

Also See:

Saturday, February 21, 2015

Google Will Now Display Website Carousel For Mobile Search Queries

It would be great for us if we can easily browse the latest content from the popular websites right from the Google search results itself without actually visiting the site. Sometimes, it can be hard to go through all the great videos, articles and more out there to find what interests you. Now, if you search on Google on your mobile, you’ll see the freshest, most relevant content from within a single website grouped together in one easy-to-scan place. This is what we call as the website carousel.

In the example below, have a look at the search results for the search query "Greece". We can see that Google returns a "More from the guardian" link containing the latest content from the Guradian's website.

Similarly, a search for NPR will return you links to all their latest articles and videos. So, what are you waiting for? See the results yourself.

 Also See: