Google tries to bring more transparency to news content with help from The Trust Project

Google will display indicators to help distinguish between quality journalism and false information in search and elsewhere. The post Google tries to bring more transparency to news content with help from The Trust Project appeared first on Search Engine Land.

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How to Make Your Website More Secure (So Google Doesn’t Punish You)

Posted by lkolowich

Thanks to the buzz around website hacking and personal data theft in recent years, most Internet users are aware that their sensitive information is at risk every time they surf the web.

And yet, although the personal data of their visitors and customers is at risk, many businesses still aren’t making website security a priority.

Enter Google.

The folks over at Google are known for paving the way for Internet behavior. Last month, they took a monumental step forward in helping protect people from getting their personal data hacked. The update they released to their popular Chrome browser now warns users if a website is not secure – right inside that user’s browser.

While this change is meant to help protect users’ personal data, it’s also a big kick in the pants for businesses to get moving on making their websites more secure.

Google’s Chrome update: What you need to know

On October 17, 2017, Google’s latest Chrome update (version 62) began flagging websites and webpages that contain a form but don’t have a basic security feature called SSL. SSL, which stands for “Secure Sockets Layer,” is the standard technology that ensures all the data that passes between a web server and a browser – passwords, credit card information, and other personal data – stays private and ensures protection against hackers.

In Chrome, sites lacking SSL are now marked with the warning “Not Secure” in eye-catching red, right inside the URL bar:

imdb-not-secure.gif

Google started doing this back in January 2017 for pages that asked for sensitive information, like credit cards. The update released in October expands the warning to all websites that have a form, even if it’s just one field that asks for something like an email address.

What’s the impact on businesses?

Because Chrome has 47% of market share, this change is likely noticed by millions of people using Chrome. And get this: 82% of respondents to a recent consumer survey said they would leave a site that is not secure, according to HubSpot Research.

In other words, if your business’ website isn’t secured with SSL, then more than 8 out of 10 Chrome users said they would leave your website.

Ouch.

What’s more, Google has publically stated that SSL is now a ranking signal in Google’s search algorithm. This means that a website with SSL enabled may outrank another site without SSL.

That’s exactly why anyone who owns or operates a website should start taking the steps to secure their website with an SSL certificate, in addition to a few other security measures. Businesses that don’t take care to protect visitors’ information might see significant issues, garner unwanted attention, and dilute customer trust.

“In my opinion, I think security is undervalued by a lot of marketers,” says Jeffrey Vocell, my colleague at HubSpot and go-to website guru. “Almost daily, we hear news about a new hacking incident or about personal data that has been compromised. The saying ‘there’s no such thing as bad press’ clearly isn’t true here; or, at the very least, the marketer that believes it has never had to live with the fallout of a data breach.”

With Google’s Chrome update, those visitors will see a warning right inside their browsers – even before they’ve entered any information. This means businesses face the potential of losing website visitors’ trust, regardless of whether a cybersecurity incident has actually occurred.

If you’re ready to join the movement toward a more secure web, the first step is to see whether your website currently has an SSL certificate.

Do you know whether your site has SSL?

There are a few ways to tell whether your website (or any website) has SSL.

If you don’t use Google Chrome:

All you have to do is look at a website’s URL once you’ve entered it into the URL bar. Does it contain “https://” with that added “s,” or does it contain “http://” without an “s”? Websites that have SSL contain that extra “s.” You can also enter any URL into this SSL Checker from HubSpot and it’ll tell you whether it’s secure without having to actually visit that site.

If you do have Chrome:

It’s easy to see whether a website is secured with an SSL certificate, thanks to the recent update. After entering a URL into the URL bar, you’ll see the red “Not Secure” warning next to websites that aren’t certified with SSL:

star-wars-not-secure.png

For websites that are certified with SSL, you’ll see “Secure” in green, alongside a padlock icon:

facebook-secure.png

You can click on the padlock to read more about the website and the company that provided the SSL certificate.

Using one of the methods above, go ahead and check to see if your business’ website is secure.

Yes, it does have SSL! Woohoo!

Your site visitors already feel better about browsing and entering sensitive information into your website. You’re not quite done, though – there’s still more you can do to make your website even more secure. We’ll get to that in a second.

Shoot, it doesn’t have SSL yet.

You’re not alone – even a few well-known sites, like IMDB and StarWars.com, weren’t ready for Google’s update. But it’s time to knock on your webmasters’ doors and have them follow the steps outlined below.

How to make your website more secure

Ready to protect your visitors from data theft and get rid of that big, red warning signal staring every Chrome user in the face in the process? Below, you’ll find instructions and resources to help you secure your website and reduce the chances of getting hacked.

Securing your site with SSL

The first step is to determine which type of certificate you need – and how many. You might need different SSL certificates if you host content on multiple platforms, such as separate domains or subdomains.

As for cost, an SSL certificate will cost you anywhere from nothing (Let’s Encrypt offers free SSL certificates) to a few hundred dollars per month. It usually averages around $ 50 per month per domain. Some CMS providers (like HubSpot) have SSL included, so check with them before making any moves.

(Read this post for more detailed instructions and considerations for SSL.)

Securing your site with additional measures

Even if you already have SSL, there are four other things you can do to make your website significantly more secure, according to Vocell.

1) Update any plugins or extensions/apps you use on your site.

Hackers look for security vulnerabilities in old versions of plugins, so it’s better to take on the challenges of keeping your plugins updated than make yourself an easy target.

2) Use a CDN (Content Delivery Network).

One trick hackers use to take down websites is through a DDoS attack. A DDoS attack is when a hacker floods your server with traffic until it stops responding altogether, at which point the hacker can gain access to sensitive data stored in your CMS. A CDN will detect traffic increases and scale up to handle it, preventing a DDoS attack from debilitating your site.

3) Make sure your CDN has data centers in multiple locations.

That way, if something goes awry with one server, your website won’t stop working all of a sudden, leaving it vulnerable to attack.

4) Use a password manager.

One simple way of protecting against cyberattacks is by using a password manager – or, at the very least, using a secure password. A secure password contains upper and lowercase letters, special characters, and numbers.

Suffering a hack is a frustrating experience for users and businesses alike. I hope this article inspires you to double down on your website security. With SSL and the other security measures outlined in this post, you’ll help protect your visitors and your business, and make visitors feel safe browsing and entering information on your site.

Does your website have SSL enabled? What tips do you have for making your website more secure? Tell us about your experiences and ideas in the comments.

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Google updates mobile product knowledge panels to show even more info in one spot

The real estate-heavy panels on mobile encompass multiple product images, more review sources, videos and, of course, Shopping ads. The post Google updates mobile product knowledge panels to show even more info in one spot appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Do You Really Need Another Blog Post? Why Content Marketing Needs More Flexibility

For at least a decade, the 500-word blog post has been the atomic unit of content marketing. Marketers like Joe Pulizzi and Marcus Sheridan built their entire careers on blogging. In Joe’s case, he started the blog without a business plan or a product, and developed both after building an audience through insightful, valuable blog posts. Even TopRank Marketing relied on blogging as a tactic for building thought leadership and establishing authority.

When new clients partner with our agency, they’re frequently looking to follow in Joe and Marcus’ footsteps. They want 15, 20, 30 short blog posts a month as the foundation of their content efforts.

That typically translates into requests for “X blog posts a month.” However, we’re more likely to think in terms of content units—the amount of effort the content team will put in, rather than the specific output.

Should you focus your time and resources on a blog? Are there better ways to serve your audience? Here’s how our agency is changing the way we think about content.

Why Short-Form Blog Posts Are No Longer the Atomic Unit of Content Marketing Strategy

Short Blog Posts Are Losing Search Visibility
One of the chief purposes of a blog is to capture search engine rankings. You write useful content, people find it via search, they subscribe and keep coming back for more. But short blog posts aren’t great at capturing rankings anymore. There’s just too much short-form content out there for even the most optimized post to rise above it.

Quality Beats Quantity
Longer-form content tends to dominate search rankings. Comprehensive, in-depth best answer content will not only rank higher for the main search term, it’s more likely to include (and rank for) long-term keywords as well.

Just ask Neil Patel, of Kissmetrics fame. He posts 1500+-word blog posts on the regular. You’ll find his posts on any list of highest-ranked or most-shared content on any topic he addresses. 

Most of us don’t have the time and resources to post best answer content every day, but that’s okay—a steady drip of high-quality content is still preferable to a deluge of shallower takes.

Blog Posts Are Temporary by Design
The very structure of a blog means that old posts are less likely to be read than the latest post – and the latest one quickly joins the seldom-seen archives. This kind of content is good for satisfying subscribers, but not great for long-term search visibility. The end goal of repurposing content is to take old blog posts and turn them into evergreen assets – so it makes sense to actually design evergreen assets as part of your strategy. 

The Way People Consume Content Is Changing
Last year, mobile internet use outstripped desktop use for the first time ever. In other words, all new internet traffic is happening on mobile devices. That’s significant for content creators, because 84.9% of smartphone time is spent in apps, versus on the mobile web.  While desktop users might have spent more time reading blogs and visiting websites, mobile traffic is concentrated in apps like Facebook, YouTube, and Twitter. These apps require a different type of content to earn audience attention.

Blogs Are Still a Thing – But Not the Only Thing
That’s not to say that blogging is dead, of course. A blog can be a great place to interact with customers and prospects, build credibility, establish thought leadership, and round up subscribers. But focusing exclusively on creating a ton of blog content is no longer the best strategy.

More Flexible Content Alternatives

Instead of creating a set number of blog posts a month, focus on the outcomes you want to achieve. The deliverable should match your goals, not the other way around. You’ll end up with a more efficient use of your time and resources, and content assets that get the job done.

Long-Form Assets
For example, if your goal is to top the rankings for a specific keyword, roll three posts’ worth of effort into crafting a long-form resource. Then put that resource on your Features page, or give it its own slot on your navigation header – don’t bury it in the blog. The closer your page is to your site’s root directory, the more weight it carries for ranking purposes. That is, Google will give preference to “www.yourcompany.com/awesome-resource” than “www.yourcompany.com/blog/2017/October/awesome-resource.”

Video Content
Trading short-form blog posts for video content is another useful tactic. Video can be embedded in a blog post, but also find another life on Facebook and YouTube. Our client DivvyHQ recently published a video series with the videos hosted on YouTube. They can serve their blog audience, but also reach out to a new audience through the YouTube app. TopRank Marketing creates a weekly news video that we post to Facebook, and each video earns hundreds of views natively on the platform.

 Influencer Content
If your daily blog responsibilities have kept you from exploring influencer marketing, it’s high time to devote attention to it. Influencers can help boost your credibility, increase visibility, and create relationships that will serve your business in the long-term. A single influencer co-created asset can achieve far higher visibility than the most comprehensive blog post.

Blog On – But Blog Wisely

The humble blog post had a good run – it dominated content marketing strategy for the 00s and most of the 2010s. But the content landscape is changing, and we need to change with it. Don’t ditch your blog just yet, but do examine how you’re using the time and resources available to you.

Focus on your desired outcomes rather than a rigid set of deliverables. Give your content team the flexibility to explore new strategies, and you can evolve your content mix along with your audience’s demands.

 


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© Online Marketing Blog – TopRank®, 2017. | Do You Really Need Another Blog Post? Why Content Marketing Needs More Flexibility | http://www.toprankblog.com

The post Do You Really Need Another Blog Post? Why Content Marketing Needs More Flexibility appeared first on Online Marketing Blog – TopRank®.


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