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Bing teams up with Intent Lab to add deeper AI-powered insights to search

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Marketers using Bing Ads can now learn what customers are thinking at each stage of their online journey through a new strategic partnership between Microsoft and Intent Lab. Intent Lab is a joint research unit of Performics and the Northwestern University Medill School of Journalism, Media and Integrated Marketing Communications that studies the motivations behind consumer purchasing behaviors.

Why it matters

Over much of the past decade, Bing has been working to build up its artificial intelligence (AI) capabilities. Its attention to AI has given Bing Ads what David Pann, general manager of global search business at Microsoft, described as a “right to innovate” in a keynote discussion at SMX East last month. This partnership is another example of Bing Ads moving beyond strictly following Google’s lead in the paid search space.

“Search is a behavioral insights machine,” Bing Market Research Manager Kelli Kemery said in a blog post Thursday. This partnership uses AI to surface deeper insights about search and the customer journey. The Intent Lab’s Intent Scoring Algorithm shows what customers are thinking at each stage of journey.

“The words used in search queries can reveal the mindset and intent of the consumer, and this information can then be used to get in sync with consumers in their search and decision-making process,” said Kemery.

More about the news

  • The initial insights focus on the relationship between words used in users’ search queries and those used in ads. For example, “When consumers use search terms like ‘how’ or ‘what’ — which are considered abstract — they are more likely to click on an ad written using similar abstract language.”
  • About a year ago, Bing Ads introduced several AI-powered intelligent search products and earlier this month, it unveiled a new AI tool that lets marketers set and track performance targets on campaign groupings in a new dashboard.
  • The company is offering a webcast on December 6 to learn more.

Do you want to learn more about AI and machine learning? We’ve compiled a group of free educational resources for you right here


About The Author

Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.





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BrightLocal launches ‘Local RankFlux’ Google local algorithm tracking tool

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BrightLocal has launched a new free tool called “Local RankFlux,” designed to alert marketers to changes in local search rankings across multiple industries.

Exclusively focused on the Google local algorithm, it offers tracking for 26 verticals. The ranking fluctuations of individual industries can then be compared to the overall sample.

Tracking over 14,000 keywords. Local RankFlux tracks roughly 560 keywords per industry vertical in 20 cities, according to BrightLocal’s blog post. It “plots the ranking position of each business in the top 20 search results and compares that ranking to the previous day’s position to determine the daily change.” 

Source: BrightLocal

Changes in higher SERP positions (e.g., 1 – 2) are weighted more heavily and are treated as more significant than changes in lower rankings (e.g., 19 – 20) in its scoring. “Local RankFlux then multiplies the change in position between today’s and yesterday’s rankings by the weighting to create a total daily fluctuation. This total is then converted into an average based on the number of keywords that returned meaningful results^ and a score produced for All Industries and for each individual industry.”

Scores above 6 suggest an update. BrightLocal explains that scores between 0 – 3 indicate nothing meaningful has happened – given that there are regular, even daily fluctuations going on. Scores of more than 3 but less than 6 indicate a minor change in the algorithm, according to BrightLocal, while scores of 6 to 10 suggest a local algorithm update. The spike in the chart below (industry average of 6.1) on August 8 suggests a meaningful change in the algorithm.

Local RankFlux score: legal category vs industry average

Source: BrightLocal

In early August Google made a core algorithm update. But the last time there was a significant local impact was in August of last year (and possibly in June, 2019 after another core update). In August 2018, SterlingSky’s Joy Hawkins detailed the ways in which her small business customers were impacted by that 2018 core algorithm update.

Why we should care. This free tool will be a useful way for local SEOs to reality check against broader industry benchmarks, to confirm whether there was indeed a local algorithm update. Informally, a number of local SEOs praised the tool based on early exposure.

Take a look and provide feedback on whether it aligns with your observations and experiences. And be sure not to miss SMX East’s full–day track on local SEO and location-based marketing for brands.


About The Author

Greg Sterling is a Contributing Editor at Search Engine Land. He writes about the connections between digital and offline commerce. He previously held leadership roles at LSA, The Kelsey Group and TechTV. Follow him Twitter or find him on LinkedIn.

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Google’s John Mueller on Where to Insert JSON-LD Structured Data

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In the latest instalment of the #AskGoogleWebmasters video series, Google’s John Mueller answers a common question about JSON-LD structured data.

Here is the question that was submitted:

“Is it possible to insert JSON structured data at the bottom of theinstead of the? It seems to work fine for many websites.”

In response, Mueller says “yes.” JSON-LD structured data can absolutely be inserted in either the head or body of the page. Just as the person who submitted the question assumed – it will work fine either way.

JSON-LD can also be inserted into pages using JavaScript, if that’s what happens to suit your pages better.

What’s the Difference Between JSON-LD and Other Structured Data Types?

Before answering the question, Mueller gave a brief explanation of each type of structured data and how they’re different from each other.

There are two other types of structured data in addition to JSON-LD. Here are the differences between each of them.

  • JSON-LD: A JavaScript notation embedded in a script tag in the page head or body.
  • Microdata: An open-community HTML mspecification used to nest structured data within HTML content.
  • RDFA: An HTML5 extension that supports link data through additional attributes added to existing HTML tags on the page.

Although all of these types of structured data are acceptable to use, Mueller has gone on record saying Google prefers the use of JSON-LD.



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Subdomain leasing and the giant hole in Google’s Medic update

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ConsumerAffairs provides buying guides for everything from mattresses to home warranties. But they also direct consumers on purchasing hearing aids, dentures, diabetic supplies, and even lasik surgery. Many have questioned the legitimacy of ConsumerAffairs buying guides, largely because top-rated brands often have financial relationships with the organization. ConsumerAffairs’ health content has been hit in the post-medic world, but now it seems they’ve found a way to circumvent the algorithm update by hosting slightly modified versions of their buying guides on local news websites around the country. Google “hearing aids in Phoenix” and you’ll discover just how well this strategy is working. Local ABC affiliate station ABC15 hosts all of ConsumerAffairs’ buying guides, including those in the health category, on their new “reviews” subdomain. So far, I’ve counted almost 100 of these ConsumerAffairs content mirrors. Despite cracking down on low-authority medical advice and subdomain leasing, Google seems to be missing this huge hack on their ranking algorithm.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About The Author

Abram Bailey, AuD is a Doctor of Audiology and the founder of HearingTracker.com, the leading independent resource for informed hearing aid consumers.

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