Year: 2023

  • Spotify and Google Cloud: An Enhanced Collaboration for Tailor-made Recommendations

    Spotify and Google Cloud: An Enhanced Collaboration for Tailor-made Recommendations

    Spotify announced on Thursday a significant expansion of its partnership with Google Cloud, aiming to further enhance the user experience through the integration of artificial intelligence-based large language models (LLM). This new initiative aims to precisely identify users’ listening patterns, extending the scope from traditional music algorithms to content such as podcasts and audiobooks.

    LLMs, such as OpenAI’s famous ChatGPT and the very powerful Google Bard, represent a new frontier in artificial intelligence. Trained on a wide range of data, including text, code, images, audio and video, these templates are able to generate highly customised and relevant content.

    Spotify, which has pioneered the adoption of artificial intelligence for its music recommendation algorithms, now proposes to leverage LLMs to extend this capability to its non-music content, such as the increasingly popular podcasts and audiobooks. This step is part of Spotify’s strategy to diversify its revenue sources by expanding its content portfolio and generating high-margin returns.

    Gustav Söderström, Spotify’s Chief Product and Technology Officer, emphasised the shared commitment to building a cutting-edge platform by harnessing the emerging capabilities of generative artificial intelligence. This partnership will not only improve content recommendations, but could also provide a safer listening experience by identifying potentially harmful content.

    The evolution of this collaboration between Spotify and Google Cloud promises to take the user experience to new levels by incorporating the power of artificial intelligence into audio entertainment, thus creating a more personalised and secure environment for music, podcast and audiobook fans.

  • WhatsApp – Why can’t I Add a Person to a WhatsApp Group?

    WhatsApp – Why can’t I Add a Person to a WhatsApp Group?

    Creating a WhatsApp group to promote your product, service or business can be a great strategy, but it is essential to do so in an ethical and respectful manner to avoid annoying users.

    And it is precisely the privacy of whatsapp that can be limiting to the possibility of adding ‘Sensitive’ people in the created group.

    For example, in my case, it was not possible to add a customer in a whatsapp group despite the fact that I was its administrator.

    Why is it not possible to add a person to a whatsapp group?

    WhatsApp has introduced a privacy feature since 2019 that allows users to decide who can add them to groups. This feature is intended to provide greater control and prevent automatic entry into unwanted groups. However, you might ask yourself: ‘Why can’t I add a person in a WhatsApp group? Here is an overview of the reasons that might prevent someone from being added to a group on WhatsApp.

    1. User Privacy Settings

    If a user has set their privacy preferences to ‘None’ or ‘My contacts except…’, it may be necessary to obtain consent before adding them to a group. In such cases, the group administrator will receive an information message and will have to send a private invitation.

    2. Choice of User

    Some people prefer to maintain tighter control over their participation in groups. If someone has selected ‘None’ in their privacy settings, the administrator must request authorisation before adding them.

    3. Invitation to a Private Chat

    If privacy settings prevent direct addition to a group, the administrator can send an invitation in a private chat. The user will have three days to accept the invitation before it expires.

    4. Number Not Saved in Address Book

    If the group administrator does not have the user’s number saved in his address book and the user has set privacy to ‘My Contacts’, the administrator will see an information message indicating that he cannot add that person.

    5. Sharing Invitations

    To avoid problems, administrators can share group invitations through an individual chat, allowing users to accept or decline the invitation without violating privacy settings.

    In summary, if you find yourself unable to add someone to a WhatsApp group, the reasons may lie in the user’s privacy settings or in the new policies introduced by WhatsApp to ensure greater security and user awareness. Be sure to respect user preferences and use the available invitation options to ensure effective management of your groups on WhatsApp.

  • Meta Description: The art of winning clicks and promoting SEO

    Meta Description: The art of winning clicks and promoting SEO

    The Meta Description is a little gem in the sphere of SEO, a seemingly modest element but with a significant impact on online visibility and user experience.

    In this article, we will explore the meaning, importance and value of an effective Meta Description and understand why SEO professionals continue to give it great importance.

    Table of Contents

    What is Meta Description?

    The Meta Description is a short text excerpt, usually 150-160 characters, that provides a summary of the content of a web page. This extract appears in the search results and offers users a preview of the page content.

    Importance and value for search engines

    1. User Clicks: A well-formulated Meta Description is a persuasive invitation for users to click on your page. A clear and engaging description can increase the click-through rate (CTR), positively influencing the position of the page in search results.
    2. Relevance to search queries: Search engines use Meta Description to evaluate the relevance of a page to a search query. Accurate and relevant text can contribute to better indexing of the page.
    3. Impact on ranking: Although not a direct ranking factor, a well-optimized Meta Description can indirectly influence ranking. A higher CTR may indicate to search engines that the page is relevant to the query.

    Lack of meta description: what does it mean?

    1. Automatic snippet: In the absence of a Meta Description, search engines may generate an automatic snippet based on the content of the page. This snippet may not be optimised to attract clicks or provide an accurate representation of the page.
    2. Loss of control of the message: Without a Meta Description, you lose control over the presentation of the page in search results. Users may not get a clear idea of the content, reducing the likelihood of clicks.
    3. Risk of irrelevant text: An automatic snippet could extract irrelevant or less attractive information, reducing its effectiveness in enticing users to visit the page.

    Why is the meta description still crucial?

    1. User Optimization: Even as search engines evolve, user optimization remains key. A well-written Meta Description gives users a clear preview and influences the perception of the quality of the content.
    2. Differentiation from the competition: In a sea of search results, an eye-catching Meta Description can differentiate your page from the competition, driving users to choose your link.
    3. Voice Search and Mobile: With the rise of voice search, a well-structured Meta Description can be even more crucial. Voice assistants often use data extracted from Meta Descriptions to answer user queries.

    The length of the meta description

    The ideal length for the Meta Description may vary slightly between different search engines. Here are some general guidelines for the recommended length:

    1. Google: The recommended length for Meta Descriptions in Google is between 150 and 160 characters. Google may show longer snippets, but a length of about 160 characters is considered safe to avoid cuts in the preview.
    2. Bing: Bing recommends a length of about 160 characters for Meta Descriptions. However, Bing can show shorter snippets than Google, so make sure that crucial information is present in the first 150 characters.
    3. Yahoo: Yahoo often follows the same guidelines as Bing, with a recommended length of around 160 characters.

    It is important to note that the exact lengths may vary depending on the formatting of the text and the presence of special characters. In general, keeping Meta descriptions concise, informative and relevant is crucial, regardless of the specific length recommended by each search engine.

    Meta Description Examples

    Here are some examples of meta description tags:

    • For an e-commerce website:

    Buy quality products at the best price at [nome del sito web]. Free shipping on orders over 50€.

    This meta description tag is effective because:

    • It is short and concise, with a length of 155 characters.
    • It includes keywords relevant to the search query ‘buy products online’.
    • It provides important information, such as free shipping for orders over 50€.
    • For a travel blog:

    Discover the secrets of [nome della destinazione] with our travel tips. Find the best flight and hotel deals and plan your perfect trip.

    This meta description tag is effective because:

    • It is engaging and arouses interest.
    • It includes keywords relevant to the search query ‘travel to [nome della destinazione]”.
    • It provides useful information for travellers, such as tips and offers.
    • For a news website:

    [Nome del sito web] keeps you up to date with the latest news from around the world. Discover the most important news of the day and follow our in-depth reports.

    This meta description tag is effective because:

    • It is clear and concise.
    • It includes keywords relevant to the search query ‘news’.
    • It provides important information, such as an update on the latest news.

    We reiterate tips for writing an effective meta description tag:

    • Keep the length within 155 characters. Search engines only show the first 155-160 characters of a meta description tag.
    • Include keywords relevant to the search query. This will help search engines understand what your page is about and rank it higher in search results.
    • Provide an important or interesting piece of information. This will encourage users to click on your search result.

    Meta description generator: online resources

    Creating an effective Meta Description requires a good deal of creativity and attention to relevant keywords. Here are some online resources that can help you generate or refine your Meta Descriptions:

    1. Yoast SEO:
      • Website: Yoast SEO
      • Description: Yoast SEO is a well-known WordPress plugin that offers a Meta Description preview generator. It can help you visualise how your descriptions will appear in search results.
    2. SEMrush:
      • Website: SEMrush
      • Description: SEMrush is a suite of SEO tools that includes a Meta Description generator. You can get keyword-based suggestions and improve the optimisation of your snippet.
    3. Portent’s SERP Preview Tool:
      • Website: Portent’s SERP Preview Tool
      • Description: This tool allows you to preview how your Meta Description will appear in search results. It is useful for testing different description lengths.
    4. Meta Tags Generator:
      • Website: Meta Tags Generator
      • Description: This Meta Tags generator helps you create meta tags, including titles and descriptions. It offers suggestions on optimal length and formatting.
    5. CoSchedule Headline Analyzer:
      • Website: CoSchedule Headline Analyzer
      • Description: Although mainly focused on titles, this tool can help you create catchy descriptions. Analyse the effectiveness of your text according to various factors.
    6. Google SERP Simulator:
      • Website: Google SERP Simulator
      • Description: This SERP simulator allows you to visualise the appearance of your snippet in Google search results. You can customise the title, URL and description.
    7. Character Counter:
      • Website: Character Counter
      • Description: Before inserting your Meta Description, make sure you respect the character limits. This tool helps you to count them easily.

    Remember that, in addition to these resources, performance analysis and adaptation to the specific needs of your audience are crucial to creating effective Meta Descriptions.

    Conclusions

    In conclusion, the Meta Description is a key element in SEO strategy, influencing the way search engines and users interact with your online content. Spend time and attention on creating attractive Meta Descriptions to maximise the impact of your online presence.

  • Has Gmail been hacked? Here’s what to do

    Has Gmail been hacked? Here’s what to do

    Detecting and Dealing with a Gmail Breach: Signals and Actions to Take

    Maintaining online security is vital. Google has revealed important signs indicating a possible breach of your Gmail account and has recommended actions to be taken to mitigate such threats.

    Alarm Signals

    One of the most obvious signs of a breach is unusual activity on your Google or Gmail account. Unauthorised changes to the password, the recovery telephone number or the inability to access your account are alarm bells that cannot be ignored.

    Google suggests that you pay particular attention to any unexpected or unknown actions that could compromise the security of your account.

    “If you notice unfamiliar activity on your Google Account, Gmail, or other Google products, someone else might be using it without your permission. If you think your Google Account or Gmail have been hacked, follow the steps below to help spot suspicious activity, get back into your account, and make it more secure. “

    Google Account Help

    Actions to be Taken

    If you suspect suspicious activity on your account, it is crucial to act quickly. The first step is to log into your account. In case you cannot log in, Google offers a recovery page to assist you.

    Once inside your account, check your recent activity. Go to the Security section in your Google Account, then review recent security events. Any suspicious activity must be promptly reported by selecting ‘No, it wasn’t me’. You will follow a guided procedure to protect your account.

    Check the devices using your account. If you notice unfamiliar devices, report the situation immediately.

    Strengthening Security

    Google recommends activating two-step verification for an additional layer of security. Also, if you suspect a broader compromise, consider restoring to factory settings, removing any suspicious apps or extensions.

    Avoid using the same password for other services, protecting your Google Account from possible external hacking.

    Maintaining security online is crucial. Following these steps can help detect and mitigate possible breaches of your Gmail account, ensuring the protection of your data and privacy.

    Guide: What to do if your Gmail account has been hacked

    If you notice any of these signs, it is important to act quickly to protect your account. Here are the steps to follow:

    Access your account. To access your account click here. If you cannot log in, you will have to go to the Google account recovery page.

    Review your account activity. Go to your Google Account and select Security in the left-hand panel. Now look under Recent Security Events and choose Review Security Events. Look for any activity that seems suspicious or unknown.

    The Google Account Security page
    The Google Account Security page

    Change your password. Use a complex password that you have not used in other accounts.

    Activate two-step verification. Two-step verification adds an extra layer of security to your account.

    Control the devices using your account. Go to your Google Account and select Security > Your devices > Manage devices. If you see devices you do not recognise, select Do not recognise a device?

    How to protect your Gmail account

    In addition to following the steps above if your account has been hacked, you can also take some measures to protect it in the future:

    • Use a complex and unique password for your Gmail account.
    • Activate two-step verification.
    • Avoid clicking on links or opening attachments from unknown e-mails.
    • Keep your device’s software up-to-date.

  • The Influence of Top Positions in Search Results on Click-Through Rate (CTR)

    The Influence of Top Positions in Search Results on Click-Through Rate (CTR)

    In the vast landscape of search engine optimisation (SEO), the position of a website in search results plays a key role in determining traffic and engagement.

    Among the many factors influencing the success of a website, the correlation between the position in search results and the Click-Through Rate (CTR) is an aspect of considerable importance.

    What is the Click Trough Rate? The Definition of CTR

    The Click-Through Rate (CTR) is a metric used in online marketing and advertising to measure the percentage of people who click on a link, ad or content compared to the total number of people who viewed it.

    The formula for calculating the CTR is:

    Formula to calculate the CTR
    Formula to calculate the CTR

    For example, if an ad is displayed 1000 times and receives 50 clicks, the CTR calculation would be (50/1000)×100=5%.

    This means that 5% of the people who viewed the ad actually clicked on it.

    The CTR is an important indicator of the effectiveness and relevance of an ad or link.

    The Competition for First Positions

    Top positions in Google search results are coveted by all those who want to maximise online visibility.

    Statistics and research show that the first search results receive a significantly higher percentage of clicks than subsequent positions.

    This reality has led to increasingly fierce competition for top positions.

    Data analysis shows a strong link between the position of a website in search results and the Click-Through Rate.

    Typically, the first three search results, often referred to as the ‘golden triangle’, attract the most clicks from users.

    Lower positions, on the contrary, receive significantly less attention and clicks.

    The Dynamics of CTR

    CTR fluctuations in relation to positions in search results depend on various factors, including the sector, the type of search query and competition for certain keywords.

    In addition, the visual appearance and visual prominence of search results greatly influence the decision of users to click on a particular link.

    Niche keywords, for instance, which are often less competitive and more specific, can generate higher CTRs, as they attract a more targeted audience interested in specific content.

    CTR Optimisation and Improvement

    Improving your position in a search result requires a solid SEO optimisation strategy.

    The targeted use of relevant keywords, the creation of high-quality content and the optimisation of the user experience are just some of the key practices for improving online visibility. This, in turn, has a direct impact on the CTR.

    Approaches to Increase CTR

    To improve CTR, it is essential to aim not only to rank higher in search results but also to make your snippets more attractive.

    Optimising the title and meta description, the use of featured snippets, adding visual elements and optimising for mobile devices are key strategies for increasing CTR.

    Conclusions

    The relationship between top positions in search results and the Click-Through Rate is a crucial element for online success.

    Optimising both the position and the visual appearance of search results is crucial to maximising the CTR and, consequently, the traffic to one’s own website.

    Being aware of this relationship and constantly working to improve both aspects can make all the difference in the competitive online landscape.

  • The call to action (CTA). Meaning and examples

    The call to action (CTA). Meaning and examples

    A “call to action” (CTA) is a term that has meaning particularly in marketing and advertising to describe a message designed to induce an immediate and specific action on the part of the recipient.

    Typically, it is a command or invitation, such as “Buy now,” “Sign up here,” or “Learn more.”

    The goal is to encourage a quick and direct response, prompting the recipient to take a specific action that benefits the entity providing the message.

    These may appear in the form of buttons, links, or text in ads, websites, emails, or other media.

    CTAs (Call to action) are the subject of this little guide written based on my experience, hoping that it can be useful.

    Table of Contents

    Definition of Call to Action (CTA)

    The Call To Action (acronym CTA) is the direct invitation addressed to a user to perform an action , such as “Buy now” or “Find out more”. It is the first step towards conversion in a marketing campaign, essential for success.

    It answers the web marketer’s question: “ What do you want the user to do once they receive the email or arrive at a certain web page that can lead to conversion? ”.

    Its acronym is CTA and in english it can translate as call to action or invitation to action .

    The call to action is among the most important factors that the digital marketing expert must take into consideration.

    Its absence or incorrect setup can certainly be among the factors in the failure of an online marketing campaign, be it SEO, social media marketing or anything else.

    In fact, CTAs are considered the first step of the conversion and are often followed by a thank you page for the action performed, also called ” Thank you page ” .

    There are different types of CTAs, including:

    • Buttons: Buttons are the most common form of CTA.
    • Links : Links can be used to direct the user to a specific page or a specific action.
    • Images: Images can be used to grab the user’s attention and invite them to take an action.
    • Text: Text can be used to provide instructions or information about the action to be performed.

    Characteristics of an effective call to action

    Here are some key characteristics of an effective CTA:

    1. Clarity: a CTA must be clear and easily understandable. The user must immediately know what action they are being asked to perform. Use short and direct texts.
    2. Engaging text: The text of a CTA should be engaging and motivating. It must inspire the user to take the desired action. For example, “Sign up now” is more engaging than “Click here.” Encourage action with motivating texts.
    3. Attractive design: The design of the CTA should attract attention. Use colors that stand out from the background and a design that makes it visually noticeable. CTAs often appear as buttons or links. Use bright colors and noticeable design.
    4. Strategic positioning: the position of the CTA is crucial. It must be placed in a strategic point of the page or content, such as at the beginning or end of an article or above the fold of a web page.
    5. Relevance: The CTA must be directly linked to the objective. For example, if the goal is to sell a product, the CTA should focus on purchasing. Make the calltoaction directly linked to the goal.
    6. Urgency: Adding a sense of urgency to your CTA can increase your conversion rate. For example, “Limited time offer” or “Last chance” can create urgency. It creates a sense of immediate need.
    7. Personalization: Whenever possible, personalize the CTA based on user behavior and preferences. For example, you can show a different CTA to a new visitor than to a returning customer.
    8. Appropriate size: CTAs should not be too large or too small. It must be noticeable enough to attract attention, but not so intrusive that it disturbs the user experience. In short, visible without being intrusive.
    9. Contrast: Make sure your CTA has good contrast with the surrounding background. Good contrast improves visibility.
    10. Ease of use: The CTA should be easily accessible and clickable on desktop and mobile devices. Make sure it’s responsive and accessible across different devices.
    11. Clear Benefit: Shows the benefit of the action. Often, CTAs that communicate the benefit of the action are more effective. For example, “Save 20%” is more persuasive than “Click here.”
    12. A/B Testing: These are tests to optimize effectiveness. Test different CTA variations to find out which works best. A/B testing helps you optimize CTAs to maximize conversions.

    To be effective, a call to action must be textually and graphically inviting . This means that it must stand out from the rest of the page and be clearly visible (the area on the first screen, also known as above the fold, is often preferred).

    The invitation to perform an action must also be clear and immediate and not create confusion.

    Users must understand within a few moments what they are invited to do, and what convenience it offers in accepting the invitation.

    Most effective CTAs are placed away from other calls to action such as advertising banners so as not to “distract” the user from the action considered by the marketer to be the “most important” one.

    Among various calls to action present on a landing page , the most important call is the one whose participation leads to a conversion or is immediately prodromal to it.

    At the text level, the call must be short, immediate and “inviting”.

    Types of calls to action

    There are different types of CTA (Call to Action), each designed to incentivize the user to take a specific action based on a company’s marketing or communication objectives. Here are some common types of CTAs (with call to action examples):

    1. Purchase CTAs: These CTAs are used to encourage the user to make a purchase, such as “Buy Now,” “Pre-Order Now,” or “Add to Cart.”
    2. Signup CTAs: These CTAs aim to get signups, usually for newsletters or services. Examples include “Sign Up,” “Subscribe to the Newsletter,” or “Join Us.”
    3. Contact CTAs: These CTAs invite users to get in touch with the company. Examples are “Call now,” “Request information,” or “Contact us.”
    4. Social CTAs: These CTAs encourage the user to follow or interact with the company on social media. Examples include “Follow us on Facebook,” “Share this article,” or “Tweet this.”
    5. Download CTAs: These CTAs invite the user to download digital content, such as ebooks, guides or whitepapers. Examples are “Download now,” “Claim your free ebook,” or “Get the guide.”
    6. Registration CTAs: push the user to register on a website or platform. Examples include “Register,” “Create an account,” or “Get started now.”
    7. Participation CTAs: encourage the user to participate in events, webinars or surveys. Examples are “Join the webinar,” “Register for the event,” or “Fill out the survey.”
    8. Feedback CTAs: These are CTAs that invite the user to provide feedback or reviews. Examples include “Leave a review,” “Rate our service,” or “Let us know what you think.”
    9. Sharing CTAs: encourage the user to share content or offers with other people. Examples are “Share with a friend,” “Invite a colleague,” or “Spread the word.”
    10. Navigation CTAs: Guide the user through the website or platform, such as “Learn more,” “Explore our products,” or “Go to the home page.”
    11. Expiration CTAs: Create a sense of urgency, such as “Limited time offer,” “Last chance,” or “Expires in 24 hours.”
    12. Personalization CTAs: Use personalized data to guide the user to take specific actions. For example, “Discover your personalized offer.”

    Tips for writing an effective CTA

    Here are some tips for writing an effective CTA:

    • Choose simple and direct language.
    • Clearly state the desired action.
    • Create a sense of urgency.
    • Offer an incentive for action.
    • Test different variations to find the best one.

    Examples of effective calls to action

    On web pages there may be one or even more calls to action to be performed.

    Among the most common calls to action on websites are buttons that contain invitations of the type:

    • “Buy now”
    • “Subscribe to the newsletter”
    • “Download our free ebook”
    • “Watch the video”
    • “Contact us”
    • “visit the site”
    • “download for free”
    • “call now”.

    Those contained in advertising banners are certainly to be considered calls to action .

    On the websites of associations or political parties, buttons like ” join the party ” or ” support us with a donation ” are real calls to action .

    Among the most popular calls lately there is also the subscription to receive notifications on new website updates, the invitation to make a review or to share content on social media .

    Within the collective financing page (crowdfunding), the CTA is necessary to obtain collaborative financing from users.

    On landing pages, the form for requesting further information, often located on the right side or at the bottom of the page, can also be defined as a CTA.
    This is essentially also a form of action requested of the user, often with the invitation ” fill in the form for more information “.

    Properly linked to email marketing actions is the invitation to the user to subscribe to the newsletter.
    This is a very common invitation on the home pages of company sites or in the form of a pop-up when accessing an e-commerce site.
    Often, in the latter case the invitation to subscribe could be stimulated by a discount on the subsequent purchase.

    In blogs, inbound marketing or content marketing tools, CTAs are rather necessary to convey users towards a landing page which could also be external to the blog itself.

    In the case of the presence of multiple calls to action, the sequence is often timed.

    Example of sequential calls to action

    1. You access a product page which activates an initial popup with the invitation to subscribe to a mailing list.
    2. Once the action is performed or the popup is closed, you access the actual page containing the call to purchase.
    3. Once you make the purchase or try to exit the page, a new popup (also called exit popup) is automatically activated which invites you to subscribe to a mobile notification service.

    The call to action in email marketing

    The typical goal of email marketing is to get an action from a user who receives an email. When reading the email we do not expect a response not through a reply but through a well-defined action such as clicking a button bearing the invitation “buy now”.

    Here are some examples of CTAs (Call to Action) that can be used in email marketing:

    1. Sign up for the newsletter: An invitation to sign up for the company’s newsletter to receive updates, special offers and exclusive content.
    2. Buy Now: A CTA to push recipients to make an immediate purchase. For example, “Buy now and save 20%.”
    3. Book Now: Used in industries such as tourism or restaurants to encourage immediate bookings. For example, “Book your stay today.”
    4. Find out more: A CTA to delve deeper into the topic of the email. For example, “Learn more about our products.”
    5. Reply Now: Used for interactive emails or surveys. For example, “Share your opinion by taking the survey.”
    6. Share with a friend: Encourage recipients to share the email or offer with friends and acquaintances.
    7. Download Now: Used to promote downloads of digital assets such as ebooks, guides, or reports. For example, “Download our free guide.”
    8. Watch video: A CTA to invite recipients to watch a video embedded in the email or on a web page.
    9. Start Free Trial: Used by SaaS services or apps to invite recipients to start a free trial. For example, “Start your 14-day free trial.”
    10. Register for Webinar: Used to promote webinars or online events. For example, “Sign up for our informational webinar.”
    11. Make Appointment: Used by professional services companies, such as law or medical firms, to allow recipients to book an appointment.
    12. Rate our service: Invite customers to leave reviews or feedback on the company’s products or services.
    13. Leverage Offer: Used to promote special offers or discounts. For example, “Take advantage of the Black Friday offer.”
    14. Sign up for loyalty program: Invite customers to sign up for loyalty programs or collect points.
    15. Contact Us: Used to encourage recipients to contact the company, for example to request further information or assistance.

    Calls to action on Instagram

    Instagram provides the possibility of inserting calls to action such as “buy now”, “install now”, “register”, and more .
    The action is completed by opening a browser within Instagram.

    Call to action instagram examples

    Here are some examples of CTAs that can be used on Instagram:

    1. “Click link in bio”: Since Instagram doesn’t allow direct links in posts, many businesses use this CTA to push users to click the link in their profile bio, which can lead to a website, online store, or page of destination.
    2. “Double tap if you agree”: This CTA invites users to “like” a photo or comment if they agree with the message or opinion shared in the post.
    3. “Leave a comment”: Encourage users to comment on the post, for example by asking them to share their experiences or thoughts on a specific topic.
    4. “Tag a friend”: Invite users to mention a friend in the comments, for example to share an offer or recommendation.
    5. “Save this post”: Suggests users save the post for future reference or later reference.
    6. “Swipe right to see more”: This CTA is often used in stories to encourage users to swipe right to view more content.
    7. “Enter our giveaway”: Used to promote competitions or giveaways and invite users to participate to win prizes.
    8. “Follow us for more updates”: Invite users to follow the profile to receive further updates, exclusive content or special offers.
    9. “See our story”: This CTA pushes users to view the stories published by the account.
    10. “Visit our online store”: Used by companies that want to direct users to their online store to make purchases.
    11. “Watch full video”: Used to promote longer videos, such as excerpts from webinars or tutorials.
    12. “Share this story”: Invite users to share a story about their personal stories, thus increasing the visibility of the content.
    13. “Take a photo with our product”: Used by companies that want to encourage users to take photos with their products and share them on their profiles.
    14. “Use our hashtag”: Invite users to use a specific hashtag to increase the visibility of your content or participate in a specific campaign.

    Calls to action on Facebook

    Company pages have long had the ability to set up a call to action with a clearly visible button above the fold.

    Furthermore, they are widely used in Facebook ads, for example inviting people to purchase a product advertised via the well-known social network.

    Examples of calls to action

    Here are some examples of “call to action” (CTAs) that can be used on Facebook to encourage users to take specific actions:

    1. “Sign up now”: Used to encourage users to sign up for a newsletter, online course, or receive updates.
    2. “Learn more”: Invites users to click to learn more about a specific product, service, or topic.
    3. “Book Now”: Used by businesses such as restaurants, hotels or dating services to allow users to book a table, room or appointment.
    4. “Save Now”: Encourage users to take advantage of a special offer, discount or promotion.
    5. “Watch Video”: Invite users to view a video, such as a tutorial, product demo, or interview.
    6. “Contact Us”: Provides potential customers with a direct way to contact the company with questions or requests for information.
    7. “Invite a friend”: Asks users to share the post or offer with their friends or followers.
    8. “Enter our contest”: Used to promote contests, challenges or giveaways and encourage users to participate.
    9. “Request a quote”: Used by companies offering tailored services to allow users to request quotes or evaluations.
    10. “Buy Now”: Encourage users to make a purchase directly from the post or a linked landing page.
    11. “Download App”: Invites users to download a mobile application from the App Store or Google Play Store.
    12. “Collect loyalty points”: Used to incentivize customers to participate in loyalty programs or collect points.
    13. “Discover reviews”: Pushes users to read customer reviews or share their own opinions.
    14. “Join Event”: Used to promote physical or online events and allow users to participate or register.
    15. “Follow us for updates”: Invite users to follow the page or profile to receive future updates.
    16. “Take a photo with our product”: Asks users to share photos of the company’s products or services.

    Calls to action on Google ADS and advertising banners

    Google ADS ads are essentially tools in which all elements can essentially be considered CTAs.

    The inviting title, the exhaustive description and the presence of callout, telephone number and sitelink are all functional elements for the requested action, the click on the link (also read the advice for an effective SEO title ).

    The banners of Google ADS or other platforms contain the call in the graphic and textual element. In a small space (for example a 336 x 280 pixel banner) the graphic and textual elements must be clear and immediate.

    Usually the web marketer’s choice is to make the banner particularly flashy compared to the landing page but this is not always the right choice.

    In some cases there is even a desire to create confusion between the external advertisement and the rest of the site. This is the case of “fake buttons” on a site that turn out to be advertising banners that deceptively refer to other sites.

    Here are some examples of “call to action” (CTAs) that can be used in advertisements on Google Ads to encourage users to take specific actions:

    1. “Click Here”: A classic CTA that invites users to click on your ad for more information or to visit your website.
    2. “Sign up now”: Used to encourage users to sign up for a newsletter, course, or receive updates.
    3. “Learn more”: Invites users to click for more details on the advertised product or service.
    4. “Buy now”: Used to push users to make a purchase directly from the ad.
    5. “Request a free quote”: Encourage users to request information or a no-obligation quote.
    6. “Download the app”: Used to promote the download of a mobile application directly from the ad.
    7. “Participate in the contest”: Encourages users to participate in a contest or challenge promoted by the company.
    8. “Save today”: Used to promote special offers, discounts or promotions.
    9. “Book Now”: Used by businesses that offer reservations, such as restaurants, hotels, or dating services.
    10. “Call Us Now”: Provides users with a direct way to call the company or customer service.
    11. “Watch Video”: Invites users to view a promotional video.
    12. “Register your account”: Used by online services to push users to register or create an account.
    13. “Start Free Trial”: Encourage users to start a free trial of a service or product.
    14. “Find a store”: Used by companies with physical stores to tell users where to buy products.
    15. “Download the free guide”: Invite users to download digital resources such as guides, ebooks or whitepapers.
    16. “Follow us on [[piattaforma sociale]]”: Pushes users to follow the company or brand on a specific social platform. whitepapers.

    A/B testing and CTA

    A/B testing, or split testing , is a marketing methodology that compares two variations of a web page, ad, or CTA to determine which performs better. The goal is to optimize conversions and engagement.

    This is the same test that the SEO expert carries out to understand which of two similar pages is better optimized.

    In the case of CTAs, the Digital Marketer carries out the test by testing two calls on two different pages to test which model responds better and is therefore more effective.

    Practical Example of A/B Testing

    Let’s imagine a CTA on an e-commerce site. Version A says “Buy now for 20% off”, while version B says “Discover our exclusive offers”. With the A/B test, half of the visitors see version A, the other half see B. We measure which version brings more clicks and conversions.

    Case Study: Increased Conversions

    An online clothing company noticed a low conversion rate.

    Action : They created two versions of CTAs for a popular jacket – A: “Buy now and get free shipping,” B: “Discover our unique style.”

    Result : Version A increased conversions by 30%. This proved that the free shipping offer was a more effective incentive for their audience.

    Case Study: Changing Click Rate

    A music streaming service wanted to increase subscriptions.

    Action : They tested two CTAs – A: “Start your free trial today”, B: “Join millions who love our music”.

    Result : Version A had a 25% higher CTR. A direct invitation to start a free trial was found to be more effective in motivating immediate action.

    These case studies show the importance of A/B testing in perfecting CTAs. Key stages include:

    • Understand your audience and what motivates them to action.
    • Clarity and direct offers tend to work best.
    • The need for continuous testing to stay in line with the evolving needs and preferences of the public.

    Advanced strategies

    Data-driven personalization

    The use of big data and predictive analytics can significantly increase the effectiveness of CTAs. Personalize the CTA based on the visitor’s browsing behavior, purchase history, or preferences.

    Contextualized CTAs

    Adapt CTAs to the visitor’s context. If a visitor is reading an article about gardening tools, a CTA like “Find out the latest in gardening” might be more effective than a generic “Shop now”.

    Psychology in the choice of colors

    Colors have a great emotional impact. Choose colors that evoke the desired emotions and that contrast well with the site design to maximize visibility.

    Microcopy and tonality

    The microcopy, i.e. the short text of the CTA, must be captivating and in line with the tone of the brand. A playful, informal CTA can work well on a youth-oriented site, while a more formal tone works well for a professional audience.

    Multivariate tests

    Explore multivariate testing, which simultaneously changes multiple elements (such as text, color, and positioning) to determine the most effective combination.

    Multivariate tests are a category of statistical methods used to analyze data that include more than one statistical variable at the same time. These tests are particularly useful for examining relationships between variables and for understanding how these relationships can influence the results of a given phenomenon or experiment.

    Integration with technology

    Leverage AI and machine learning to analyze user data and automate CTA optimization. This can lead to discoveries not evident through traditional methods.

    Conclusion

    In conclusion, “calls to action” (CTAs) are a fundamental tool in designing content and ads that aim to engage the public and push them to action. Whether it’s an email marketing campaign, advertisements, or social media posts, a well-designed CTA can make the difference between a mere viewer and a potential customer.

    Choosing the right CTA depends on the specific objectives of your campaign and your target audience. It must be clear, direct and motivating, pushing users to take the desired action naturally. It’s important to test different variations of CTAs to find out which ones work best with your audience and optimize conversions.

    Remember that an effective CTA must always be supported by quality and relevant content. When recipients perceive the value of your offer, they are more inclined to respond to your call to action. So, don’t overlook the importance of offering a compelling and relevant message alongside your CTA.

    In summary, CTAs are a powerful marketing tool that, when used strategically, can increase audience engagement and contribute to the success of your marketing efforts. Carefully choose, test and optimize your CTAs to maximize the effectiveness of your campaigns and achieve your goals.

  • The 10 alternative search engines to Google

    The 10 alternative search engines to Google

    Search engines have become a fundamental part of our daily lives. They help us find information, answer our questions, and guide us through the ocean of data available online.

    In this article, we will explore the world of search engines and discover the best alternatives to Google.

    Do you want to position your website on search engines?

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    Table of Contents

    What are Search Engines?

    Search engines are computer tools that scan the web for web pages, documents and other online content. These tools organize and index this information to help users find what they are looking for.

    When were search engines born?

    Search engines have a fascinating history. The first search engine, “Archie,” was born in 1990. Since then, many other search engines have been developed, each with their own unique features.

    How many Search Engines are there?

    There are thousands of search engines on the web, but only a few of them are widely used. Google is the most popular, but there are numerous high-quality alternatives.

    How do Search Engines work?

    Search engines use complex algorithms to examine web pages and determine which results to show users. Factors such as relevance, authority and freshness of the content influence the ranking of the results.

    Below are the main characteristics of how a search engine works.

    Search Algorithms

    Search engines use complex search algorithms to find and rank web pages based on their relevance to a user-entered query . The algorithms take into account a number of factors, including keywords, content quality, site authority and many others.

    Indexing

    Before a search engine can return results, it must “index” web pages. This means it constantly explores and archives the content of the web. Indexing allows the search engine to quickly access relevant pages when a user searches.

    Keyword Research

    When a user enters a query into the search bar, the search engine analyzes the keywords contained in the query. These keywords are compared to the indexed data to find matches.

    Ranking of Results

    Once matches are found, the search engine must rank the results based on their relevance. It uses ranking algorithms to determine which page should appear at the top of the results. Ranking factors include quality of content, number of incoming links and many more.

    Return of Results

    Finally, the search engine returns the results to the user in a search results page (SERP) . Results are usually organized in order of relevance, with the most relevant results at the top of the page.

    Search engines often offer advanced search options, allowing users to refine their query using filters such as date, language, geographic region, and other specific criteria.

    Monitoring User Behavior

    Some search engines track user behavior to further improve future search results. This may include tracking previous searches, clicks on results and user preferences.

    Continuous Adaptation

    Search engines are constantly evolving. Developers are constantly trying to improve algorithms to provide more relevant results and meet user needs.

    The 10 best alternative search engines to Google

    Summary sheet

    Below is a sheet that summarizes the characteristics that most strike us of the 10 best search engines

    The 10 Best Search Enginesbecause it’s better
    BingVisual interface
    Baiduhuge Chinese market
    Yandexthe most famous among Russian search engines
    DuckDuckGounbiased search results
    Startpagerespect for privacy
    Ask.fmsearch for questions and answers
    Gibiruuncensored search results
    Disconnect Searchneutral serps without tracking
    Wolfram Alphadirect answers and calculations

    Bing

    home page of Microsoft's Bing search engine
    home page of Microsoft’s Bing search engine

    Bing is a search engine developed by Microsoft and is one of the most popular search engines in the world. It is one of the leading alternatives to Google and was launched in 2009 as the successor to MSN Search.

    Here are some key features of Bing:

    1. Visual Interface : Bing is known for its attractive visual interface. It often displays high-quality background images that change daily.
    2. Integration with Microsoft : Bing is integrated with Microsoft’s Windows operating system and other products such as Cortana (Microsoft’s virtual assistant) and Microsoft Office.
    3. Search Results : Bing offers accurate and cleanly organized search results. Includes web searches, images, videos, news and more.
    4. Extra Features : Bing has extra features, such as the ability to search for videos with thumbnail previews directly on the search results page. It also offers an information panel on the right with additional details on many searches.
    5. Local Search : Bing is known for offering good results for local searches, such as nearby restaurants or the weather forecast for your area.
    6. Image Search : You can search for images on Bing, including the ability to search for similar images or Creative Commons licensed images.
    7. Translation : Bing also offers translation services, including translation of entire web pages.
    8. Maps : Bing Maps offers maps and driving directions, competing with Google Maps.
    9. Bing Ads : Bing offers an online advertising system similar to Google Ads, which allows advertisers to promote their products or services through paid ads.
    10. Privacy : Bing is committed to your privacy and offers options to opt out of search tracking.

    In summary, Bing is a great alternative to Google, especially if you want a visually appealing search or if you are a Windows user. Many people find it useful to use both search engines depending on their specific search needs.

    Baidu

    The home page of the Baidu search engine
    The home page of the Baidu search engine

    Baidu is a widely used Chinese search engine and is often referred to as the “Google of China”. Founded in 2000 by Robin Li and Eric Xu, Baidu has become the leading search engine in China and many other Asian regions.

    Here are some key features of Baidu:

    1. Chinese Language : Baidu is primarily Chinese-language and offers search results primarily in simplified Chinese characters. However, it has an English language version for international users.
    2. Search Results : Baidu offers search results for a wide range of content, including websites, images, videos, maps, news, and more.
    3. Image Search : Baidu offers a very advanced image search feature, which allows users to find similar images or identify objects based on a photo.
    4. Baidu Baike : Similar to Wikipedia, Baidu Baike is an online encyclopedia that offers information on a wide range of topics. Users can contribute and edit content.
    5. Maps : Baidu Maps is Baidu’s online map service and is widely used in China for finding places, directions and traffic information.
    6. Online Video : Baidu also has a popular video streaming service called iQiyi, which is often compared to YouTube. iQiyi offers a wide range of video content, including movies, TV series, and more.
    7. Baidu Zhidao : It is a question and answer platform similar to Quora, where users can ask questions and get answers from the community.
    8. Voice Search : Baidu offers voice search, which is especially popular in China, where users can use voice recognition to search.
    9. Baidu Wallet : Baidu also has a digital wallet called Baidu Wallet, which allows users to make online and offline payments, similar to services like PayPal.
    10. Government Regulations : It is important to note that Baidu is subject to Chinese government regulations regarding censorship and control of online content. This means that some content may be filtered or restricted based on Chinese government guidelines.

    In summary, Baidu is the leading search engine in China and is a comprehensive online platform with a wide range of services and features. However, it is important to consider government regulations when using Baidu in China.

    Yandex

    The home page of the Yandex search engine
    The home page of the Yandex search engine

    Yandex is a widely used Russian search engine, often referred to as the “Russian Google”. Founded in 1997 by Arkady Volozh, Yandex has become the most popular search engine in Russia and many other regions of the Commonwealth of Independent States (CIS) and Eastern Europe. Here is some key information about Yandex:

    1. Russian language : Yandex is primarily Russian-language and offers search results primarily in this language. However, it has an English language version for international users.
    2. Search Results : Yandex offers search results for a wide range of content, including websites, images, videos, news, maps and more.
    3. Yandex.Maps : It is Yandex’s online map service and is widely used for finding places, directions and traffic information.
    4. Image Search : Yandex offers an image search feature that allows users to search for similar images or identify objects based on a photo.
    5. Yandex.Translate : It is an online translation tool that allows users to translate texts and web pages into different languages, similar to Google Translate.
    6. Online Services : In addition to the search engine, Yandex offers a wide range of online services, including email services (Yandex.Mail), a web browsing platform (Yandex Browser), a video streaming service (Yandex Video), and so on.
    7. Cloud Storage : Yandex offers cloud storage called “Yandex.Disk,” which allows users to store and share files online.
    8. Marketplace : Yandex has an e-commerce service called “Yandex.Market,” where users can search for products and make purchases online.
    9. Yandex.Direct : It is an online advertising platform similar to Google Ads, which allows advertisers to create ads and promote their products or services on Yandex search results.
    10. Government Regulations : Like Baidu in China, Yandex is subject to Russian government regulations regarding censorship and control of online content. This means that some content may be restricted or filtered under Russian laws.

    Yandex is a comprehensive search engine and online platform with a number of services and features. It is especially popular among users from Russia and other Eastern European and CIS regions.

    DuckDuckGo

    DuckDuckGo is a search engine that has gained increasing popularity in recent years, mainly due to its commitment to user privacy and offering unbiased search results. Here is some key information about DuckDuckGo:

    1. Privacy First : DuckDuckGo is known for its strong commitment to privacy. It does not collect users’ personal information, such as their search history or IP addresses. This is in stark contrast to other search engines, such as Google, which track and store user information for advertising purposes.
    2. Unbiased Results : DuckDuckGo is committed to providing unbiased, non-personalized search results. This means that all users will see the same results for a given query, without any influence based on search history or user profiles.
    3. Anonymous Search : DuckDuckGo offers an anonymous search mode called “DuckDuckGo Privacy Essentials,” which prevents websites and advertisers from tracking your online activity.
    4. Bangs : This is a unique feature of DuckDuckGo that allows users to directly search other websites using commands called “Bangs.” For example, you can search on Amazon by typing “!amazon” followed by your search query.
    5. Searching for Information : DuckDuckGo offers a variety of built-in features, such as math calculations, word definitions, weather information, and more, right from the search bar.
    6. Respect for Preferences : Users can customize DuckDuckGo through settings, for example choosing to enable or disable Safe Search features or use dark themes.
    7. Browser Extensions : DuckDuckGo offers browser extensions that allow users to protect their online privacy and search directly from the address bar.
    8. Mobile App : DuckDuckGo has a mobile app available for iOS and Android devices, giving users the ability to use the search engine on their mobile devices as well.
    9. Transparency : The company is transparent about its privacy policies and publishes regular transparency reports to demonstrate its commitment to protecting user data.
    10. Community and Open Source : DuckDuckGo encourages community participation and much of its code is open source, meaning developers can examine how it works and help improve the search engine.

    DuckDuckGo has become a popular alternative for those who are concerned about their online privacy and want to avoid ad tracking. It is an interesting choice for those looking for a search engine that respects user privacy and offers neutral search results.

    Startpage

    Startpage is a search engine that focuses heavily on user privacy. Here is some key information about Startpage:

    1. Privacy : Startpage is known to be one of the most privacy-friendly search engines. It does not collect users’ personal information, such as search history or IP address. Furthermore, it does not use tracking cookies.
    2. Anonymous Search Results : Startpage acts as an intermediary between the user and Google. When you search on Startpage, your search data is sent to Google anonymously. In other words, Google receives the search request, but doesn’t know who made it.
    3. Viewing Websites : Startpage offers the “View from Startpage” feature, which allows users to open websites anonymously directly from search results, preventing sites from tracking the user.
    4. Built-in Proxy : In addition to viewing websites anonymously, Startpage also offers a built-in proxy that allows users to anonymously browse websites directly from the search results page.
    5. Without Filters : Startpage offers search results without filters or censorship. This means that users will see all results relevant to their search, without any manipulation.
    6. Safe Image Search : Startpage offers an image search feature that filters out inappropriate and potentially offensive content, making image searches safe.
    7. Mobile Privacy : Startpage has a mobile app available for iOS and Android devices, extending privacy-friendly search options to mobile users.
    8. Browser Extensions : The company offers browser extensions that allow users to protect their online privacy and search directly from the address bar.
    9. Data Cleaning : Startpage offers a “data cleaning” service that allows users to safely delete their search data from Google.
    10. Location Options : Users can select their preferred geographic location to get search results relevant to their area.

    Startpage is an excellent choice for those who want a search engine that puts privacy first. It is an interesting alternative to Google for those who want to avoid ad tracking and protect their online privacy when searching.

    Ask.fm

    Ask.fm is a social media platform with a search option, but it is not primarily a search engine like Google or Bing. It is best known as a question and answer website, where users can ask anonymous or public questions to other users and receive answers.

    Here is some key information about Ask.fm:

    1. Questions and Answers : Ask.fm focuses on interactions between users through questions and answers. Users can ask questions on a wide range of topics and receive answers from other users.
    2. Anonymity : One of the distinctive features of Ask.fm is the ability to ask questions anonymously, if the user wishes. This can lead to open and honest interactions, but can also present risks of abuse.
    3. Community : Ask.fm users can create and participate in communities based on similar interests. This allows them to connect with people who have the same interests and discuss specific topics.
    4. User Profile : Each user has a profile on Ask.fm, where they can share information about themselves, including interests, photos and answers to other users’ questions.
    5. Privacy Controls : Users can set privacy controls to manage who can ask them questions and who can see their answers. This allows users to protect their privacy online.
    6. Mobile Experience : Ask.fm offers a mobile app for iOS and Android devices, allowing users to access the platform from mobile devices.
    7. Potential for Abuse : Due to anonymity, Ask.fm has been the subject of concerns related to cyberbullying and online abuse. The company has taken steps to address these issues.
    8. User and Content Search : Ask.fm offers a search option that allows users to search for other users, specific questions, or topics of interest to them.

    In summary, Ask.fm is an online question and answer platform that offers a search option for specific users and content. It is best suited for those who want to interact with others via questions and answers rather than for general search purposes like Google or other traditional search engines.

    Gibiru

    Gibiru is an alternative search engine that presents itself as a private search platform and focuses on user privacy. Here is some key information about Gibiru:

    1. Privacy : One of Gibiru’s distinctive features is its attention to privacy. Gibiru says it does not log users’ IP addresses or track their searches. This means that your search activities should be more private than on more traditional search engines.
    2. No Censorship Filters : Gibiru claims that it does not censor search results. This means that your search results may include a wider variety of websites than search engines that apply content filters.
    3. Anonymous Search Engine : Gibiru allows users to search anonymously, meaning they do not need to provide personal information to search.
    4. Browser Plugins : Gibiru offers browser plugins as an option to facilitate searches directly from the browser toolbar.
    5. Deep Web Search : Gibiru claims to search the “Deep Web” and “Dark Web,” which may lead to more in-depth and diverse results than other search engines.
    6. Fast Search Results : Gibiru promises to provide fast search results, which can be important for users who want to get information quickly.
    7. No Personalization of Results : Unlike some search engines that personalize results based on users’ search history, Gibiru says it doesn’t do this. As a result, every user should see the same results for a given search query.
    8. Limitations : Because Gibiru does not record your searches or provide personalized results, you may not get the same accuracy or relevance of results that you would find on larger search engines like Google.

    In summary, Gibiru is an alternative search engine that focuses on user privacy and lack of censorship in search results. It’s a choice worth considering if privacy is a major concern when searching online, although you may have to rely on better-known search engines for highly personalized results or highly specialized searches.

    Disconnect Search is a search engine designed to provide private and anonymous search results to users. Here is some key information about Disconnect Search:

    1. Privacy Oriented : Disconnect Search’s main feature is its focus on user privacy. It promises not to track or record user searches, which means your search activities should be private and not associated with your IP address or user profile.
    2. Track Protection : Disconnect Search claims to remove trackers and tracking requests from search results. This prevents third parties from tracking your search activities and creating a profile based on them.
    3. Neutral Search Results : Disconnect Search does not personalize search results based on your history or previous searches. This means that each search should return similar results for all users, helping to avoid so-called “filter bubbles”.
    4. Advanced Search Options : In addition to standard web search, Disconnect Search offers advanced search options for specific categories such as news, images, videos and maps. This can be helpful in refining your searches.
    5. Anonymous Search : Disconnect Search offers the ability to search anonymously, meaning you do not need to provide personal information or an account to use the service.
    6. Multiple Search Engines : Disconnect Search uses multiple search engines to generate its results, including engines such as Bing and Yahoo. This can help provide a broader range of search results.
    7. Browser Extensions : Browser extensions are available for Disconnect Search, making it easy to access the search engine directly from your browser toolbar.
    8. Payment Optional : Disconnect Search offers a paid premium plan that includes additional features like search encryption and access to faster servers. However, you can use Disconnect Search for free without registration.

    In summary, Disconnect Search is a search engine focused on privacy and protection from online traces. If your main concern is keeping your search activity private and not being tracked by third parties, Disconnect Search is an option to consider. However, you may not get as personalized or relevant results as larger search engines like Google.

    Wolfram Alpha

    Wolfram Alpha is a computational search engine developed by Wolfram Research. It differs from traditional search engines, such as Google, because instead of searching for existing information on web pages, it provides direct answers and calculations based on a vast database of data and mathematical algorithms. Here is some key information about Wolfram Alpha:

    1. Computational Search Engine : Wolfram Alpha is designed to answer complex questions and provide calculated data rather than listing links to web pages. For example, if you ask “What is the distance between the Earth and the Moon?”, Wolfram Alpha will calculate the answer instead of returning a list of websites.
    2. Vast Data Base : Wolfram Alpha contains a vast amount of data in several fields, including mathematics, science, technology, history, geography, and much more. It is useful for obtaining factual information and making complex calculations.
    3. Mathematical Calculations : Wolfram Alpha is a great tool for solving complex mathematical equations, making graphs, calculating integrals, derivatives and much more. It is used by both students and professionals in the scientific and mathematical fields.
    4. Scientific Information : Provides detailed scientific information on a wide range of topics. For example, you can get data about a specific chemical element or information about the constellations in the night sky.
    5. Conversions and Units : You can use Wolfram Alpha to convert different units of measurement, such as currencies, lengths, temperatures and more.
    6. Financial Calculations : Wolfram Alpha can perform financial calculations, including mortgage calculations, conversion currencies and interest calculations.
    7. Demographic and Geographic Information : Provides demographic and geographic data on cities, towns and regions, including information on population, elevation and climate.
    8. Virtual Assistant Integration : Wolfram Alpha has been integrated into virtual assistants like Apple’s Siri, meaning you can ask complex questions or calculations using your mobile device.
    9. Free and Premium Version : Wolfram Alpha offers a free version accessible directly from its website, but it also has a premium version that provides additional features, such as step-by-step visualization of calculations and access to more advanced data.

    In summary, Wolfram Alpha is a powerful and versatile search engine that focuses on providing answers based on calculations and data. It is especially useful for students, professionals, and science and math enthusiasts, but can be a valuable information resource for a wide range of questions and research.

    The Most Used Search Engines: Statistics

    Search engine usage statistics offer an interesting insight into the habits of online users. While Google is the most used search engine globally, there are other platforms that have notable user bases. Here are some key statistics on the most used search engines:

    1. Google : Google is the undisputed leader among search engines and is often used as a generic term for online search. It has been estimated that Google holds over 90% of the global search engine market.
    2. Bing : Bing is the second most popular search engine in the world, but with a significantly smaller market share than Google. It is developed by Microsoft and is known for its dynamic background images on the home page.
    3. Yahoo : Yahoo Search is another search engine that has an established user base. However, its market share is much lower than Google and Bing.
    4. Baidu : Baidu is the predominant search engine in China and is one of the most used in the world. It is known for offering Chinese-language results and censoring some sensitive content.
    5. Yandex : Yandex is the leading search engine in Russia and other Russian-speaking countries. It is known for adapting to the linguistic and cultural needs of the region.
    6. DuckDuckGo : DuckDuckGo is a privacy-focused search engine that is gaining popularity due to growing concern about protecting personal data. It does not collect user information and offers tracking-free search results.
    7. Startpage : Startpage is another privacy-oriented search engine that uses Google search results without collecting user data. It is a popular choice for those who want to protect their privacy online.
    8. Ask.fm : Ask.fm is a search engine that focuses on finding questions and answers. Users can ask questions on a wide range of topics and receive answers from the community.
    9. Gibiru : Gibiru is a search engine that promises to offer censorship-free search results. He is known to search anonymously on the Internet.
    10. Disconnect Search : Disconnect Search is another privacy-oriented search engine that offers anonymous, tracking-free searches.

    Search engine usage statistics may vary by region and user preferences. It is important to note that privacy and data protection are becoming increasingly important to users, which is why search engines like DuckDuckGo and Startpage are gaining traction. The choice of search engine will often depend on users’ personal needs, including seeking accurate results, privacy protection and language preference.

    source: https://kinsta.com/search-engine-market-share/

    SEO on Alternative Search Engines

    Search Engine Optimization ( SEO ) is important not only for Google but also for other platforms. Optimizing your content for these alternative search engines can increase your online visibility.

    Conclusion

    Search engines are an essential tool in our digital life. Despite Google’s dominance, there are several high-quality alternatives, each with their own advantages. Exploring these alternative search engines can enrich your online search experience and offer greater security and privacy. Which one will you choose for your future research?

  • What is the Google SERP and why is it important for SEO?

    What is the Google SERP and why is it important for SEO?

    Table of Contents

    What is the Google SERP?

    What is the SERP? It stands for Search Engine Results Page, which in Italian is translated as ‘Pagina dei Risultati del Motore di Ricerca‘.

    It is the web page displayed by a search engine when a user performs an online search.

    For seo consultants, it is important to place the pages they take care of on the first page and, above all, in the first results.

    The SERP contains a list of results relevant to the search query entered by the user.

    This is an important visualisation for SEO as the SEO expert works precisely to place the sites he deals with in the highest places on this page.

    Birth and evolution of Google SERPs

    Here is an overview of the evolutionary history of Google’s SERP:

    1. Early 2000s: Simple Layout In the early 2000s, Google’s SERP had a very simple layout with organic results and a few advertisements. The results were mainly textual, with titles, descriptions and URLs.
    2. Introduction of Google AdWords: In 2000, Google launched Google AdWords, its pay-per-click (PPC) advertising programme, which introduced paid advertisements in the SERP These announcements were clearly marked as ‘Announcements’.
    3. Universal Search (2007): In 2007, Google introduced the concept of Universal Search, which integrated different types of results on the same page, including videos, images, news and more. This enriched the research experience with multimedia content.
    4. Google Instant (2010): In 2010, the Google Instant function was introduced, which showed search results in real time as the user typed in the query. This feature was intended to make searches faster and more intuitive.
    5. Knowledge Graph (2012): In 2012, Google launched Knowledge Graph, a system that understands the relationships between different entities and offers contextual information directly on the SERP. For example, if you search for a famous person, biographical information is displayed in the right-hand pane.
    6. Mobile-Friendly Layout (2015): Google made mobile-friendly design a priority by introducing an algorithm that favours mobile-optimised sites in mobile searches.
    7. Featured Snippets (2014-2017): Google began displaying ‘Featured Snippets’ or foreground boxes, which are portions of text extracted from web pages that respond directly to user queries.
    8. BERT (2019): In 2019, Google introduced BERT (Bidirectional Encoder Representations from Transformers), an advanced natural language understanding algorithm to better understand the context of user queries.
    9. Renewed Results Page (2020): In 2020, Google made significant changes to the SERP layout, redesigning the font and making the organic results and ads more prominent.

    Google’s SERP continues to evolve with the introduction of new features, algorithms and designs to improve the search experience for users.

    Type of content in a Google SERP

    Example of Google SERPs
    Example of Google SERPs

    These results may include different types of content, including:

    Organic results

    These are the ‘natural’ and not paid search results. They are generated by search engine algorithms based on relevance to the keywords searched for by the user. The website URLs and descriptions related to the organic results are listed on the main results page.

    The snippet of an organic result usually consists of the logo (favicon) of the linked site, the breadcrumb of the page, the title (title meta tag) the description (meta description), any other links (sitelinks), any rating and number of reviews.

    Organic results in Google SERPs
    Organic results in Google SERPs

    These results are paid for by advertisers to be displayed at the top or side of the SERP. Sponsored advertisements are marked as such and are usually highlighted in some way to distinguish them from organic results.

    Example of Sponsored Ads in Google SERPs
    Example of Sponsored Ads in Google SERPs

    These are text fragments from a web page that directly answer the user’s question without requiring a click on the result. Featured rich snippets may appear in special boxes or prominent positions within the SERP.

    They are almost always shown in first position or in the so-called ‘Google Golden Triangle’.

    Example of Featured Snippet in Google SERPs
    Example of Featured Snippet in Google SERPs

    Direct answer box

    These are special boxes that show direct and immediate information to common questions.

    For example, a SERP might show a direct response box with the weather forecast for a specific location.

    Example of Direct Response Box in Google SERPs
    Example of Direct Response Box in Google SERPs

    Direct response box with calculator function

    When asking Google to do a mathematical operation, a direct answer box appears with calculator functions that can be used directly on the SERP page for further operations.

    Example of direct response box with calculator function
    Example of direct response box with calculator function

    Boxes of ‘People also asked’

    These boxes contain questions related to the research topic and their answers. They can be useful to obtain further information on the subject.

    Example of the box 'People also asked' in Google SERPs
    Example of the box ‘People also asked’ in Google SERPs

    Local results

    If the search has a geographical component, the SERP might show a map and results related to local places or activities.

    Example of local results in Google SERP
    Example of local results in Google SERP

    Top News

    News in the Google SERP is presented as a distinctive box showing the latest news articles related to the user’s search query. This box is often placed at the top of the search results page, providing users with quick and direct access to the latest and most relevant news.

    top news Google serp
    top news Google serp

    Related searches’ in Google’s SERP are a set of search suggestions that appear at the bottom of the search results page. These suggestions are designed to help users further refine their search query or explore related topics.

    From the desktop, related searches can also be found in the search field. Simply click the mouse in the search bar and related searches will appear. A tool in the bottom right-hand corner allows ‘inappropriate predictions’ to be reported.

    related searches Google
    related searches Google

    The composition and layout of a SERP may vary in other search engines (e.g. Google, Bing, Yahoo) and to the specific search query made.

    Users choose the results they consider most relevant to their needs and click on them to obtain further information or visit relevant websites. Therefore, the SERP plays a crucial role in the online search experience of users.

    How much do structured data count in a Google search results page?

    Structured data, implemented through schema markup, play a significant role in SERPs (Search Engine Results Pages). Structured data provide machines, including search engines such as Google, with a deeper understanding of the content of web pages.

    Here is how structured data influence SERPs:

    1. Improved Visualisation: The implementation of structured data can improve the visualisation of search results. For instance, enriched snippets may appear, such as recipe lists, product reviews with star ratings and prices, opening hours of local businesses, events, etc.
    2. Featured Snippets: Google uses structured data to identify content that can be presented in Featured Snippets. Structuring content clearly and using structured data related to FAQs, Q&As or How-tos can improve the chances of being highlighted.
    3. Rich Results: Structured data allow the creation of rich results that include detailed information, such as recipes with nutritional ratings or events with specific dates and locations.
    4. Knowledge Graph: Google uses structured data to feed the Knowledge Graph, which is a knowledge base that provides information directly in the SERP.
    5. Local SEO: For local activities, structured data are crucial. The use of schema markup such as LocalBusiness, LocalBusinessAddress, and LocalBusinessHours helps provide clear information on locales to local searches.
    6. Enhanced Search Appearance: The correct implementation of structured data can lead to an enriched search appearance, with results that include images, ratings, prices and other relevant information.
    7. Events: For events, the use of schema markup such as Event can cause event information to be displayed in greater detail in SERPs.
    8. FAQ: The use of schema markup for FAQs can lead to snippets that directly answer users’ questions.
    9. Products: For e-commerce sites, the implementation of schema markup for products can help display information such as prices, availability, ratings and more in SERPs.
    10. Mobile compatibility: Structured data can improve the appearance and usability of search results on mobile devices by providing clear and well-structured information.

    In summary, structured data is a powerful SEO tool that can enrich the presentation of search results and improve the understanding of content by search engines, contributing to a better user experience.

    The importance of Google SERPs for SEO

    Google’s SERP (Search Engine Results Page) is of crucial importance for SEO (Search Engine Optimisation) for several reasons:

    1. Online Visibility: The SERP is where users search for information online. Having a prominent presence in the SERP increases the visibility of one’s own website and related pages.
    2. Organic Positioning: Obtaining high positions in SERPs through organic results is one of the main goals of SEO. Unpaid organic results are often considered more authoritative by users.
    3. User Trust: Websites positioned at the top of the SERP often gain more trust from users. Users tend to believe that the results at the top are more relevant and reliable.
    4. Click-Through Rate (CTR): The position in which a site appears in the SERP affects the CTR. Results at the top generally receive more clicks than those at the bottom, which can increase traffic to your site.
    5. Featured Snippets: Featured snippets, such as Rich Snippets, allow key information to be presented prominently in SERPs, attracting users’ attention and improving the likelihood of clicks.
    6. Search Intent: The SERP reflects the search intentions of users. Understanding what types of results appear for certain queries helps to create content that meets the needs of users.
    7. Online Competition: Analysing the SERP allows you to assess your online competition. Understanding which sites compete for certain queries is essential for developing an effective SEO strategy.
    8. Local SEO: For local searches, the SERP is crucial. Having a good presence in the local SERP is crucial for attracting local customers.
    9. Optimisation Tools: SEO optimisation tools often focus on SERP position. Monitoring changes in ranking helps to evaluate the effectiveness of SEO strategies.
    10. Search Trends: Observing trends in SERPs provides valuable information on users’ search behaviour and evolutions of Google’s algorithm.

    In summary, the SERP is the main battleground for online visibility, and optimising for a quality presence is crucial for SEO success.

  • SEO Project S22-6. Visits from organic search increased almost tenfold in 10 months.

    SEO Project S22-6. Visits from organic search increased almost tenfold in 10 months.

    We started on December 1, 2022 with 238 visits from organic search in 28 days. After less than a year, the site has almost doubled its click results from Google.

    Visits and conversions are growing for the SEO project S22-6. In this article we wrote that the initial SEO analysis showed how the client basically produced direct visits for the notoriety of his brand but very few organic visits.

    Since we began SEO consultancy on December 1 last year, our dedicated SEO plan has produced continuous growth across all channels, especially from organic search.

    Last September 12th Search Console Insight informed the client that it had achieved 2000 clicks in 28 days from organic search.

    Do you also want SEO consultancy to position yourself better? Contact me to schedule an online meeting and we’ll talk about it.

    And if you are still not convinced of how I work, see the SEO results

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