Are you a network administrator who wants to gain a big advantage over your competition when applying for that dream information technology job you’ve always wanted?
If you answered yes to this important question, The #CompTIA Security + certification is the solution for you.
The CompTIA Security + is gaining in popularity across the United States. Over one million companies are requiring the CompTIA #Security + as a major requirement for network administrators.
The reason for this surge in demand for this certification is because of the massive increase in #cybercrime. Cyber-attacks are a part of a network administrator’s business day. These attacks usually are made upon the corporate server, routers, attacks on individual work stations and in some cases hackers have been known to gain access through a device like a printer or fax.
The US government is now requiring all companies who contract with the government to have a person on staff who is certified in cyber security. The CompTIA Security + is the certification most recognized by the US government.
What is needed to fight these costly cyber-attacks, is a qualified person who has certified cyber security skills. The CompTIA Security + is your credential, which will prove to employers that you can defend their network against a cyber-attack.
The CompTIA Security + is not a standalone certification. In order to receive maximum benefit from this certification, network administrators should have the CompTIA A+, Microsoft’s MCSE, Cisco CCNA and if the MCSE isn’t possible the CompTIA Network + will be sufficient to advance to the CompTIA Security + certification.
The CompTIA Security + is completed in 78 hours. While in class, you will learn the critical strategies you can employ to harden your network against all kinds of cyber-attacks.
In addition, the US Department of Defense recognizes the CompTIA Security + as a major proof of cyber security competence. In fact, the CompTIA Security + is a key part of a Department of Defense security clearance known as DOD 8140.
Veterans, persons working in network administration and candidates who have various degrees in the field of information technology will benefit from this high demand certification.
If you are interested in learning about cyber security, contact ABCO Technology.
Reaching our campus by telephone is easy. Call Monday through Friday between 9 AM and 6 PM. Our phone number is (310) 216-3067.
Email all questions to info@abcotechnology.edu
Financial aid is available to all students who qualify for funding.
ABCO Technology is located at:
11222 South La Cienega Blvd. STE #588
Los Angeles, Ca. 90304
Learn about an exciting career in cyber security today!
Google announced yesterday that after a year and a half of testing it was beginning a wider rollout of its mobile-first indexing and had started migrating sites that follow the best practices for mobile-first indexing.
Google started to move a small number of sites over late last year, but this is the first announcement of what seems to be a larger scale move.
Sites which are migrating will be notified via a message in Search Console:
migration
Google said site owners would see significantly increased crawl rate from the Smartphone Googlebot and that Google would show the mobile version of pages in search results and Google cached pages. It said that for sites which have AMP and non-AMP pages, Google would favor the mobile version of the non-AMP page.
Google moved to reassure site owners who are not included in this rollout that rankings would not be affected and that sites which only have desktop content would still be indexed.
“Sites that are not in this initial wave don’t need to panic. Mobile-first indexing is about how we gather content, not about how content is ranked. Content gathered by mobile-first indexing has no ranking advantage over mobile content that’s not yet gathered this way or desktop content. Moreover, if you only have desktop content, you will continue to be represented in our index.”
However, the push towards mobile friendly sites continues with Google noting that mobile friendly content can perform better, and that slow loading content will be a ranking factor for mobile searches from July.
You can find more information about best practices for mobile-first indexing in Google’s developer documentation.
Google says it will continue to have one single index and there won’t be a mobile-first index separate from the main index. Historically it was the desktop version that was indexed but increasingly Google will now be using the mobile version of content, responding to the growth in use of mobile devices.
See Google’s blog post for full details.
ABCO Technology teaches a comprehensive course for mobile web site development. Call our campus between 9 AM and 6 PM Monday through Friday. You can reach us at:
(310) 216-3067.
Email all questions to: info@abcotechnology.edu
Financial aid is available to all students who qualify for federal funding.
Do you know about the phrase “a perfect storm?” It’s that situation where unrelated factors combine and amplify together, all to create something horrible? That’s what is taking place with companies scrambling to hire CompTIA Security+ certified professionals. Factors about this certification include: a long legacy, a strong reliance across the industry, and changes in the current exam version in 2017 all form the perfect climate for anyone who doesn’t yet have this powerful certification. And one more factor remains, an upcoming surge in credibility, but more on that later. The bottom line is, if you don’t have the Security+ certification in 2018, you should get it now. But before you do, read about each factor in this article.
Long Legacy
The CompTIA Security+ certification is nearing its sixteenth year. For some people, 16 years is not a long time, but it means Security+ came before YouTube and Facebook. The very first iPod was released 11 years ago, as was the first USB flash drive. In terms of security certifications, Security+ predates ISACA’s CISM and Red Hat’s Certified Security Specialist.
In the information security field, 16 years seems a much longer time. Information security has matured a great deal in less than 20 years, seeing new focus on areas like identity management, risk management and governance. IT professionals familiar with keeping financial information secure will remember the Sarbanes-Oxley Act was enacted in July 2002 (hey—also less than 20 years old!). Indeed, a lot of ground was covered in the past 16 years. And the Security+ certification has lived through it all.
Industry Respect for Security+
Just because something is older doesn’t make it better. But in this case, maybe it does. I find the Security+ increasingly becoming a baseline. Take, for example, how the Security+ certification gets used as a prerequisite toward a higher level certification. The most well-used case is in Microsoft’s Certified Solutions Expert, where a person seeking their MCSE can use CompTIA’s Security+ as an elective. In fact, CompTIA is the only third-party option available to Microsoft MCSE certification seekers. For Microsoft’s security specialization, again, the CompTIA Security+ is an alternative to Microsoft’s own security courses. This kind of endorsement creates a considerable level of credibility for the Security+. This credibility comes unbiased, from both the private and public sectors.
The CompTIA Security+ certification is vendor-neutral. This means the certification is not biased, does not promote, nor heavily dependent on a strong familiarity of one vendor. This means when talking about identify management, for example, you are not going to miss a question because you aren’t overly familiar with implementing Cisco products. Nor are you bound to focus on one solution provider such as Microsoft.
Endorsement in the Public Sector
It’s not just private companies that leverage how popular the Security+ certification is. The public sector refers to it as well in defining job requirements and training. For example, the United States Department of Defense (DoD) has manual 8140.01M (last updated April 2015), which describes the training and certification requirements for all Information Assurance professionals within the DoD. That includes all the US military, the Pentagon, the NSA and the rest of the 3 million employees and service members.
The DoD manual describes the requirements of “IAT” or Information Assurance Technical personnel at particular levels within the DoD. In the manual’s words: “The IA workforce focuses on the operation and management of IA capabilities for DoD systems and networks.” Regarding Department of Defense information assurance technical and managerial personnel, there are three possible levels. The manual details experience and training requirements for all three levels. For example, an IAT Level 3 person is more qualified than an IAT Level 1 person.
But how does this manual (and DoD) regard the Security+ certification? According to the manual, an IAT Level 2 person “normally has at least 3 years in IA technology or a related area” to be considered qualified. However, if a person holds the Security+ certification, that person now meets the minimum requirements for IAT level 2 work.
Yes, the Security+ certification qualifies a person for IAT Level 2 work, a position for someone assumedly having “at least 3 years” experience. Bear in mind that even CompTIA does not require but only recommends 2 years’ experience before taking the Security+ exam. This is because the Security+ is designated as a “DoD approved certification” for IAT Levels 1 and 2, and IAM (management) Level 1 positions.
All told, there are noticeable shifts in how the industry—both private and public—valuate the Security+ certification. In every case, it seems to reflect a growing respect for the Security+, so I feel the investment spent in gaining the certification is bound to pay off.
Changeover in exam version
CompTIA is noticing that growing respect, too. Perhaps one response is their recent, complete makeover of the exam. Earlier in 2017, CompTIA released a new revision of the popular exam, the exam’s fourth version since its start in 2002. And the revision is timed with yet another “perfect storm” factor, to be explained later. It’s enough to say their timing was well-thought out. This can be good and bad news.
The good news, as we discussed above, is that CompTIA is continuing to improve upon the certification. The bad news, if you’re the kind of certification student that relies on notes and experience from past students, is that a new revision means new areas of study with completely new questions. Depending on the source, study guides could be edited and honed multiple times during one exam revision. In contract, a new exam revision means untested territory for study guide providers. In short, study guides of “today” are of little help for the exam of “tomorrow.”
To be certain, we’re talking about the same exam revisions. The new revision is SY0-401 and has been available to exam takers since July 2017. However, the expiring exam revision is called SY0-201 and is available to you until the end of the year, as noted per the CompTIA website.
Credibility Surge
Remember in the introduction I added another important factor, an upcoming surge in credibility? Let me explain.
In 2011, CompTIA announced they removed the “open-ended” trait from their three foundation certifications, of which Security+ is the most senior. What does that mean? In the past, if you got a Security+ certification, you keep it for life, regardless of any effort to upkeep or exercise it. No more “free ride” now.
This means holders will need to demonstrate their ongoing practice by recording a number of activities such as teaching, publishing, or attending conferences. This should sound familiar to many certification holders who already have to record their Continuing Education Units or CEUs. Now, Security+ becomes one more certification where you can apply the same conference.
Why do I consider this a smart move? Simply put, much more credibility is given to certifications kept up-to-date compared to ones given “for life.” Five years from now, you can be sure those certified as Security+ are dedicated to their trade. And so will employers.
In Summary—A Perfect Storm
Remember I called this the “perfect storm”? A perfect storm is what this is because of the timing of multiple factors. The factors include its legacy and the certification’s growing respect, the waning availability of the older exam revision, and the removal of the certification’s “open-ended” quality. All told, the timing for getting this certification couldn’t be better. Waste no more time and secure a good class to take this in demand job certification.
ABCO Technology offers courses in a program known as the cyber security engineer, which includes this certification plus five others.
If you are interested in a cyber security career, contact our campus by telephone between 9 AM and 6 PM Monday through Friday at: (310) 216-3067.
Email your questions to info@abcotechnology.edu
Financial aid is available to all students who qualify for funding.
If you can repair a computer, laptop or smart phone, you’ll have a job today! The CompTia A+ is the ultimate certification for a high school senior or teenager to enter the work force. The CompTia A+ is the best starting point for a career in the field of information technology.
Gone are the days of those easy to get summer jobs most high school seniors used to enjoy. In the work place of 2018, workers who have specific employable skills are hired. Those who are not trained to do a specific task, sit home watching TV or stream their lives away on the Internet.
The CompTia A+ certifies that its holder can repair all types of computers, install devices on a network and repair smart phones. Local Apple stores are constantly looking for young workers holding these skills.
The CompTia A+ can be completed in a standard course, which lasts 78 hours. The material is usually completed in five weeks. Students taking the A+ course pass two exams: 901 for hardware and 902 for operating systems.
It is important when taking this exam that you learn how to answer those simulation questions. Many of those self-study manuals can’t duplicate the new simulator questions found on the A+ exam. CompTia, like many vendors is moving away from the multiple choice format.
After passing both exams, students will be able to apply for the job of desktop technician, computer repair specialist or work for an information technology customer support center.
The problem today is that most companies report that it is very hard to find qualified young candidates. If you are between the ages of 17 and 24, this opportunity is right for you. Get trained and certified for A+ today.
ABCO Technology offers a comprehensive program for the CompTia A+. If you are interested in this opportunity, contact our campus between 9 AM and 6 PM Monday through Friday by telephone at: (310) 216-3067.
Email your questions to info@abcotechnology.edu
Financial aid is available to all students who qualify for federal education funding.
Facebook shares were down 15 points as of 12.30 PM California time. Monday, after a Friday report revealed that a Trump-linked analytics firm improperly obtained the personal data of tens of millions of users.
The massive $15-per-share drop, which represents a roughly $43 billion loss in market capital, comes just three days after it was revealed that a Cambridge University professor accessed the data of more than 50 million Facebook users by creating a data-mining survey, which exposed the personal information of the 270,000 respondents as well as their unwitting friends.
Facebook confirmed that the professor, Aleksandr Kogan, obtained the data entirely in accordance with the site’s guidelines; his only violation was sharing it with Cambridge Analytica, which was founded by Breitbart executive Steve Bannon and Hedge-fund billionaire Robert Mercer.
Facebook’s apparent inability to prevent user data from falling into the hands of a third-party organization once obtained by a seemingly benign actor prompted widespread criticism. The social-media giant learned Kogan had shared the data with Cambridge Analytica in 2015. At the time, Cambridge Analytica offered assurances that all of the data had been deleted, but Facebook has admitted that it recently learned that wasn’t the case
Facebook confirmed that the professor, Aleksandr Kogan, obtained the data entirely in accordance with the site’s guidelines; his only violation was sharing it with Cambridge Analytica, which was founded by Breitbart executive Steve Bannon and Hedge-fund billionaire Robert Mercer.
Facebook’s apparent inability to prevent user data from falling into the hands of a third-party organization once obtained by a seemingly benign actor prompted widespread criticism. The social-media giant learned Kogan had shared the data with Cambridge Analytica in 2015. At the time, Cambridge Analytica offered assurances that all of the data had been deleted, but Facebook has admitted that it recently learned that wasn’t the case
Facebook confirmed that the professor, Aleksandr Kogan, obtained the data entirely in accordance with the site’s guidelines; his only violation was sharing it with Cambridge Analytica, which was founded by Breitbart executive Steve Bannon and Hedge-fund billionaire Robert Mercer.
Facebook’s apparent inability to prevent user data from falling into the hands of a third-party organization once obtained by a seemingly benign actor prompted widespread criticism. The social-media giant learned Kogan had shared the data with Cambridge Analytica in 2015. At the time, Cambridge Analytica offered assurances that all of the data had been deleted, but Facebook has admitted that it recently learned that wasn’t the case.
The scale of the breach coupled with Facebook’s lack of awareness bolstered calls for regulation on Capitol Hill.
Senator Amy Klobuchar (D., Minn.) responded to the report by demanding that Facebook founder and CEO Mark Zuckerberg appear in front of the Senate Judiciary Committee to explain “what Facebook knew about misusing data from 50 million Americans in order to target political advertising and manipulate voters.”
Cybercrime and misuse continues to increase. Demand for cyber-security professionals is exploding nationwide.
If you want to learn more about how a cyber security certification will benefit your career, call ABCO Technology. You can reach us by phone from 9 AM to 6 PM Monday through Friday. Call today at: (310) 216-3067.
The amount of the world’s information has doubled since 2013. The fact the amount of stored data continues to increase, the career of database administrator gains in importance.
The term database basically is defined as a collection of information. The collection can be as simple as the old phone book or it can be as complex as unstructured data mining, which is becoming more important as technology advances.
The career position of database administrator has been growing rapidly since the early eighties, when Ashton Tate introduced the first commercial database system for companies.
In 2018, two primary certifications are open to database administrators, which will prepare them for a fulfilling career. These certifications are Microsoft and Oracle.
Let’s begin by looking at the Microsoft database certification for database administrator. If you have little experience working with databases, the Microsoft database certification may be just the right one for you. Microsoft has gained a 90% market share through its networking products. The Microsoft database is used widely in smaller companies who have less than 1,000 employees. Microsoft has loads of technical support and their database will communicate with Oracle and the open-sourced MYSQL. A certification for Microsoft database administrator is completed in six months when students attend courses full time. Microsoft has a version of SQL, which is structured query language, which is the language for all databases. Students who earn the Microsoft database certification receive a Microsoft MCSE for database. Microsoft’s database curriculum is well structured. Many students continue training after Microsoft to obtain their Oracle database certification.
The second database certification, which is for more experienced database professionals is the Oracle database administrator. The Oracle database is used at large companies who have vast amounts of data and many employees accessing the same records at the same time. For example, the Los Angeles Unified School District uses Oracle. Oracle is used in major hospitals, fortune 500 companies, the US Department of defense and the US Department of Home Land security. Oracle is a bit more complicated to learn. Having some knowledge of programming and how technology operates is a major plus when learning Oracle. The Oracle database administrator program is completed in eight months. Students will need to complete three exams for the certification of OCP, which stands for Oracle certified Professional. Many job opportunities exist on major job sites including Indeed and Monster for the position of Oracle Database administrator.
A college degree isn’t a requirement for either Microsoft or Oracle certifications. Companies are looking for a professional who can use the software and will not require hours of training. Oracle and Microsoft certifications let a prospective employer know that you are fully trained and can use the software.
ABCO Technology teaches a comprehensive program for either Microsoft or Oracle database administrator. You can reach our campus by telephone at: (310) 216-3067 from 9 AM to 6 PM Monday through Friday.
Email your questions to: info@abcotechnology.edu
Financial aid is available to all students who can qualify for funding.
ABCO Technology is located at:
11222 South La Cienega Blvd in STE # 588
Los Angeles, Ca. 90304
Database administrators are in demand get trained and certify for this career opportunity today!
When you think local SEO, you think Google. But another big name has been making some moves lately to enter the conversation, and that’s Facebook.
In the past few years, Facebook’s made a lot of strides to become a real player in local search, improving their search results to the extent that they rival Google’s. Meanwhile, Google has made investments in Google My Business to justify business owners devoting time to it instead of treating it like a defunct social media listing.
Both of these trends bode well for the impact of search on social, and of social on search.
Let’s review some of the most recent changes in local SEO from Google and Facebook.
Prioritizing local news for community engagement
At the end of January 2018, shortly following Mark Zuckerberg’s announcement that Facebook would be demoting content from of brands and publishers in favor of those from family, friends, and groups, the social media giant announced that they were tweaking their algorithm to also highlight local news in the News Feed.
Facebook
The focus on aggregating and finding local news indicates Facebook plans to double down on local search. The more they can pick up on local search signals, the better they can provide hyper-localized, relevant content for their users. Consumers increasingly expect more personalization, and assuming (like Facebook does) that there is a correlation between personalization and hyper-localized content, this change will make their platform a more valuable source of information for their users. The more valuable the information on the platform, the likelier that user base is to stick on it, using it as both a local search engine as well as a place for updates on friends and family. Let the advertising dollars roll in.
In his announcement, Zuckerberg said,
“People constantly tell us they want to see more local news on Facebook.”
Apparently Facebook wasn’t the only one listening, as earlier that same week, Google launched its own local news app.
Currently only available in two cities, the free Google Bulletin app lets users post news updates and upload photos and video about events and happenings in their area. The app essentially combines the social community features of Nextdoor with the You Report It feature many local news sites rely on to crowdsource content.
You reported
With Bulletin, Google may well be hoping to encourage users to visit it first as the source of immediate information, instead of turning to Facebook as people so often do during an emergency or to find a local event.
Google Bulletin and Facebook’s prioritization of local news are also a strong response to the pressure both companies received for disseminating fake news during the 2016 U.S. election. Both are making the same assumption – that hyperlocal necessarily means more relevant and, since it’s coming from news sources, more trustworthy.
However, both initiatives are in their early days and their assumptions don’t seem fully fool-proof. Facebook’s algorithm currently determines something is local news by noting the domain, and then seeing whether users from a concentrated geographical area engage with the content – a setup which should be fairly easy to game. Meanwhile, there’s currently no vetting process on Google Bulletin that would prevent users from uploading inaccurate information.
Crowdsourcing content to inform business listings
Besides news sources, both Facebook and Google are relying on crowdsourced information to complete, categorize, and rank the business listings in their database. On either platform, users can add places, update address information and hours, write reviews, and answer questions about the business. Then, the platform uses this information to determine the most relevant result based on a searcher’s query, their location, and even local time.
Both Google and Facebook provide robust results that display helpful attributes sourced by user reviews, ratings, and busy times.
Google crowdsourcing
Facebook also includes additional filters based on whether your friends have also visited a place – bringing the social into search.
Facebook crowdsourcing
Facebook’s City Guides do the same at a macro-level, providing trip planning for various large cities around the world, and showing the top places your friends as well as locals have explored.
Facebook city guide
Launched in November 2017, the Facebook Local tab incorporates local event results along with the business listings and displays which of your friends are attending. This hyper social aspect, as opposed to hyperlocal, is a unique differentiator that gives Facebook real value as a local search engine.
To its credit, Google has been working on ways to make its own search results more social. One of the biggest changes they introduced to Google My Business in 2017 was the Q&A feature. Users can click a button to ask questions about a business, which are then available to be answered by anyone, including the business itself, as well as local guides, regular Google users, and even competitors.
Q and A
The fact that anyone can answer leads to misinformation, or less than helpful information as in the last example shown above (“Depends what you order”). Google’s attempt to introduce social discussion to their local business listings shows a singular lack of foresight similar to their failure to include a vetting process with Bulletin. In their defense, Google may be dealing with information overload. Each month, 700,000 new places are added to Google Maps. They’ve turned to users to help, but they’ve needed to incentivize users to get the information they need, rather than crowdsourcing it as Facebook has successfully done with Facebook Local. The more users answer questions on Google, upload photos, and edit business information, they earn points that designate them as a Local Guide – which they can exchange for early access to Google initiatives, exclusive events, and real monetary benefits like free storage on Google Drive.
Helping businesses convert users from their listings
We’ve been a bit hard on Google in the previous sections, but that’s about to change. Last year, Google also introduced Posts for Google My Business. Google Posts for Google My Business, as opposed to regular posts on a Google+ page, allowing businesses to update their listing with info that appears in the SERP along with their Knowledge Panel.
wellness
Posts offer business owners to promote new products, upcoming events, or simply useful information such as special holiday hours. Early studies indicate that engaging with Google Posts on a frequent basis can positively impact rankings – which may be an indication that Google is using a social feature as a search ranking factor.
Both Google and Facebook have also introduced CTA buttons businesses can add to their profiles, easing conversion from the SERP or social platform. Google users can book appointments with fitness and wellness-focused businesses directly from the SERP. Again, Facebook has outpaced Google here, since they offer seven CTA options which serve a variety of business needs: Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up, or Watch Video.
The convergence of local search and social
When you think about it, Facebook is the only business who could feasibly take on Google in the world of search. Its 2+ billion monthly users are a formidable force for Google’s 95% market share of mobile search users. While Google has access to email, Facebook has access to social profiles. Both companies have access to an incredible amount of demographic information on their users.
Which will reign supreme in the realm of local search is yet to be decided, although Facebook is giving Google a real run for their money thus far. Facebook’s local search results have become smarter, while Google’s attempts to incorporate social into search seem clumsy at best.
Likely, what we’ll ultimately see is a merging of local search and social as the two platforms meet somewhere in the middle.
If you are interested in using local search and social media as a powerful marketing set of strategies for your webpages, contact ABCO Technology. You can reach our campus between 9 AM and 6 PM Monday through Friday. Call today at: (310) 216-3067.
Email your questions to: info@abcotechnology.edu
Financial aid is available to all students who qualify for funding.
ABCO Technology is located at:
11222 South La Cienega Blvd. STE #588 Los Angeles, Ca. 90304
On December 1st, 2017, Barry Schwartz reported on Search Engine Land that Google had officially confirmed a change to how it displays text snippets in Google’s Search Engine Results Pages (SERPs). Barry wrote,
“A Google spokesperson told us: ‘We recently made a change to provide more descriptive and useful snippets, to help people better understand how pages are relevant to their searches. This resulted in snippets becoming slightly longer, on average.’”
These snippets are the blurbs of text displayed in Google’s SERPs along with the clickable blue text and the page URL.
A quick Google search corroborates this – let’s use the query “how were the pyramids built” as an example:
In the answer to the general query, you can see that where Google would previously display a snippet approximately 150-165 characters long including spaces (give or take, you can see it varies now and it varied before Google made the change too), but now they’re much longer.
The text snippet Google shows in the SERP is *supposed* to be (more on this later) the contents of the meta description tag in the HTML of the page – let’s check each of these page’s actual meta descriptions and their lengths.
Here they are, in the same order as above:
◾There are no photographs of the pyramid being built, and the engineers didn’t leave detailed blueprints. [Length:109]
◾The ancient Egyptians who built the pyramids may have been able to move massive stones by transporting them over wet sand. [Length:122]
◾No meta description specified in the HTML
◾No meta description specified in the HTML
◾Here’s everything you need to know about the incredible Egyptian pyramids. [Length:74]
Two things jump out right away.
1.Google is not displaying the page’s actual meta description as the SERP snippet for these specific listings for this specific query, even when the meta description is specified in the HTML, but instead is being pulled directly from the text that appears at or near the top of the page.
2.The length of the snippets is longer than the length that Google previously displayed, congruent with Google’s confirmation that they’re showing longer SERP snippets.
Here’s how that breaks down for the above query, again in the same order as the SERP listing screenshot above:
◾The first sentence of the text is used as the SERP snippet
◾The first sentence of the text is used as the SERP snippet
◾The H1 page headline, followed by ellipses ( … ), followed by the second, third, and fourth sentences on the page in the first paragraph (skipping the first sentence in the first paragraph) are used as the SERP snippet.
◾The first and second sentences, and part of the third, are used as the SERP snippet
◾The first and second sentences, the image ALT attribute (or the image caption, they’re both the same text), plus text via HTML code associated with the image, Checking a number of other queries returned similar observations about what Google is using as the SERP snippet, but note that some SERP snippets were indeed taken from the actual meta description.
For example, in the SERP for a query for musician “Todd Rundgren”, this SERP snippet is obviously taken directly from the meta description:
For many other queries I performed, both commercial and non-commercial in query intent, it turned up a mix of SERP snippet sources – primarily either text on the page or the actual meta description specified in the HTML, and in some cases via image ALT attribute, and occasionally from some other bit of code in the HTML.
On mobile devices, the SERP snippets were very similar, in many cases the same as on desktop.
The SERP orders were slightly different, so yes, there’s going to be ranking variations based on various factors (it’s well known that Google can and will alter the SERPs you see based on your search history, geo-location, query type, your previous interaction with SERPs, etc.).
However, the overall scheme of the SERP snippets remained constant – text was taken mostly from either the first paragraph of the page, or the meta description, and in some cases the image ALT attribute, and occasionally from other text in the HTML code.
Dr. Pete Meyers over at Moz conducted research late last year on 89,909 page-one organic results.
Pete noted that the average SERP snippet was 215 characters long with the median length at 186, and he was quick to point out that, “big numbers are potentially skewing the average. On the other hand, some snippets are very short because their Meta Descriptions are very short”.
Pete also noted no significant differences between desktop and mobile snippet lengths, sometimes seeing mobile snippets longer than desktop snippets.
For sure the actual SERP snippet you see, and the length, will vary by query type.
What is going on here?
Google is trying to satisfy searchers.
Yes, traditionally the idea was that Google would pull the SERP snippet from the meta description, but for years now Google has been using whatever text its algorithms determine makes the most sense based on the user’s query.
Not all sites – for example, Wikipedia and another we saw above – don’t even make use of the meta description tag in the HTML of their pages, so what’s a poor search engine to do in that case?
Similarly, what if the meta description is badly written, or spammy-sounding with lots of keyword stuffing, or doesn’t well-reflect the page’s theme and topic(s)?
So that’s what’s going on here – Google evolved over time to use whatever it deems makes the most sense to a user performing a certain query.
Wait: What the heck is a meta description, anyway?
Meta descriptions are HTML code that Google understands, and that is meant to provide a synopsis of the page.
Here’s an example:
This code goes between the tags of the HTML and is not displayed on the visible content that a user would see.
Do meta descriptions impact SEO?
Meta descriptions will not impact rankings.
But, if Google does use a page’s meta description as the SERP snippet, that can impact click-through from the SERP.
That’s because a well-written meta description that is compelling, relevant to the page, and relevant to the query or queries for which the page is ranking, can impact organic traffic.
And that can have a downstream impact on conversions (the desired actions you want website visitors to take – fill out a form, buy something, and so on).
Poorly written meta descriptions, if used as the SERP snippet, can have the opposite effect and discourage the user to click through to your page, and instead go to your competitors.
So, what should be your strategy now that Google has increased the SERP snippet length?
In summary, you could do any of the following:
◾Do nothing at all
◾Rewrite longer meta descriptions for all your pages
◾Rewrite longer meta descriptions for some of your pages (e.g. your top ten or twenty organic landing pages, or some pages you determine have low click-thru rates)
◾Delete all your meta descriptions
◾Audit your site’s content to ensure that the first text on your page is compelling, uses keywords congruent with how someone would search for your content, ensure the first paragraph contains at least 300-350 characters of text including spaces, and front-load the first 150 characters in case google changes back to shorter snippets in the future.
What you decide to do (or not do) will at least in part hinge upon resources you have available to make changes.
Don’t take a “set it and forget it” attitude with your website’s content and your meta descriptions. It’s common for businesses to put in a fair amount of work into their website, then just let it go stale.
A good recommendation here would be to cycle through this stuff on a regular basis – think quarterly or a couple times per year. Once per year at a minimum.
Here’s what I recommend
First, it should be obvious that your page’s textual content is for humans to consume, and that should always be your primary consideration.
You’ve heard the phrase “dance like no one’s watching” – well, write like Google doesn’t exist. But Google does exist, and their mission is satisfied users (so that people continue to use their service and click on ads) – Google is chasing satisfied users and so should you.
The refrain of “write great content” has been used ad nauseum. The only reason I’m mentioning the whole “write for your users” thing is simply because often people focus primarily on “how do I SEO my pages?” instead of “what’s good for my users?”.
Okay, with that out of the way and forefront in your mind, here’s what I recommend. Adjust this according to your specific needs – your industry, your users – don’t just take this as a cookie-cutter approach.
And, do this on the time frame that makes the most sense and works for you and the resources you have available to you to make changes to your site. If you haven’t looked at your page content and meta descriptions in a year or more, then this is a higher priority for you than if you refreshed all that 60 days ago.
Meta descriptions
◾Make them about 300-320 characters long, including spaces
◾Make the meta description super-relevant to the page text
◾Front-load the first 150-165 characters with your most-compelling text – compelling to your users who might see the text as a SERP snippet (just in case Google decides to shorten them again)
◾Use a call to action if applicable, but don’t be a used car salesman about it – and as appropriate, use action-oriented language
◾Remember WIIFM – what’s in it for me – as applicable, focus on benefits, not features
◾Don’t be deceptive or make promises your page content can’t keep
Keep in mind that Google may not use your meta description as the SERP snippet and may instead use content from your page, likely from the first paragraph.
With that in mind:
Review & refresh your content
◾Make sure the H1 page headline is super-relevant to the page’s topic
◾Include an image (as applicable) that is super-relevant to the page (not one of those dumb, tangentially-related stock images) and craft an excellent and page-relevant image ALT attribute
◾Ensure that your opening paragraph is enticing and practically forces the reader to keep reading – that way if it’s the text used as the SERP snippet, that will capture people’s attention.
Summary
My summary is that if you haven’t already, please go back and read the whole article – I promise you it’ll be worth it. But I will add one more piece here and that is that ostensibly the type of content you’re creating is going to dictate how you configure your meta descriptions, H1 page headlines, and especially the opening text on the page.
In some cases, it makes sense to use the “how to feed a (Google) hummingbird” technique where you pose the topic’s question and answer it concisely at the top of the page, then defend that position, journalism style, in the rest of the text under that.
Similarly, you may be shooting for a SERP featured snippet and voice-assistant-device answer using bullet points or a numbered list at the top of your content page.
The point is, the guidelines and recommendations I’ve provided for you here are not a one-size-fits-all, cookie-cutter approach to your meta descriptions and your content. SEO experience, switching your brain into the on position, and a willingness to test, observe, and adjust are all mandatory to achieve the best results.
ABCO Technology teaches a comprehensive class for web development. Call our campus between 9 AM and 6 PM Monday through Friday at: (310) 216-3067.
Email your questions to info@abcotechnology.edu
Financial aid is available to all students who can qualify for funding.
ABCO Technology is located at :
11222 South La Cienega Blvd. STE #588 Los Angeles, Ca. 90304
Any SEO or webmaster who has ever had a website affected by a Google algorithm change – or feared being affected by one – has probably wished that they could find a way to make their website “algorithm-proof”.
Still, surely there’s no such thing as a website that’s never impacted by Google algorithms, right? As long as your site is indexed by Google, it’s at the mercy of the algorithms that Google uses to determine website ranking, all the more so if you happen to rely heavily on organic search traffic for your business.
The art – or science – of search engine optimization is about determining as best you can what those algorithms are looking for, and giving it to them.
Yet one website believes it has found the formula for making its content “Google algorithm-proof”. Ranker is a website made up of dynamic, crowdsourced lists that users can vote on, about everything from pop culture to geography, history to sports, celebrities to science.
And according to its CEO, Clark Benson, Ranker has never suffered a negative effect from a Google algorithm change, growing its traffic steadily without interruption over the course of eight and a half years.
ABCO Technology caught up with Benson to find out Ranker’s secret to success, and whether there is a formula for creating an algorithm-proof website.
Rankings, not review sites
So what is Ranker, exactly?
“Ranker’s primary reason for being is to crowdsource anything that makes sense to rank,” says Benson. “Any topic that people are really interested in.
The unique angle that we’ve pursued is that instead of having this being one 23-year-old blogger’s opinion of the best new TV shows of the year, or whatever it happens to be, we would have a dynamic list that visitors could vote on, potentially add items to, and re-rank.
Voting on a list of ‘Historical events you most want to go back and see’ on Ranker
Lists have been a time-honored draw for magazines and other print media over the years, but it was when the internet came along that they really exploded – spawning dozens of list-oriented viral websites and the much-mocked listicle, which became a staple of online journalism. However, Benson – a self-described “lifelong list nerd” – was frustrated by the fact that these lists only ever represented one person’s opinion.
In a similar vein, he found review websites unhelpful, as user-generated reviews represented a single person’s subjective opinion in a format that wasn’t conducive to making a decision.
“Part of the reason to build Ranker was my frustration with review sites, because when I’m looking for an answer to something, like which TV show to watch, I don’t want to read a lot of text reviews.
“I also feel that in typical five-star rating systems, everything tends to be clustered around three and a half to four stars, so you don’t get any true granularity on what is best.”
In a world increasingly “cluttered with choices”, therefore, Benson was convinced that rankings were “the simplest way to dissect a choice in a category, without losing the credibility of the answer”. And so he built Ranker as a website where the wisdom of the crowd could determine the ultimate ranking for any list of items, on any topic.
The secret to Ranker’s SEO success: Content freshness
Since Ranker’s launch in 2009, the site has amassed more than 100,000 rankings across dozens of broad categories, encompassing almost any topic that people could have a passion for.
When the website first launched, however, it had very few resources, and Benson explains that he had to learn SEO from scratch in order to give the website a strong foundation.
Luckily, earning traffic was never a problem for the site, because the type of content published on Ranker was uniquely suited to catering to Google’s algorithms.
“We’ve never been hit by any algorithm changes – we’ve always grown our organic search traffic year over year over year, steadily, for the eight and a half years we’ve been live.
“You never exactly know what works in SEO, because Google doesn’t tell you what works, but I’ve always believed that the best intelligence on what to do comes from the public statements Google makes – their best practices.
“And one of the key factors that Google says is in their index is freshness of content. Content has a lifespan. In our case, because our rankings are dynamic and always changing – people are adding things to them, voting things up and down – this makes for perpetually fresh content.
“We have a lot of content that is six, seven, even eight years old that is still doing as well as it was years ago, and in some cases it’s even growing in traffic.”
One of Ranker’s most evergreen pieces of content is a list ranking the ‘Best Movies of All Time’ – which is more than 5,000 items long.
“Obviously that’s a topic that there’s a lot of passion and a lot of competition for [in search rankings]. And in the last few years, we’ve been on the top three or so results on Google for that term.
“We’ve watched that page just grow in rankings over the span of seven or eight years. I can only guess it’s because the page is always changing.”
User-curated content
At the time of writing this article, Ranker’s front page is currently spotlighting a list of best-dressed celebs at the 2018 Oscars, a best TV episode names ranking, and a list of possible game-changing deep space observations to be made by the Webb Telescope.
Anyone can add an item to a list on Ranker, although Ranker’s content is not purely user-generated. Ranker has an editorial team which is made up of people who, in Benson’s words, “have a mind for cataloging things” rather than people who specialize in writing a lot of prose.
Lists are typically started off by one of Ranker’s editors, and when a user wants to add a new item to a list, it’s cross-referenced with Ranker’s database, a huge data set made up of more than 28 million people, places and things. If the item isn’t found in the database, it’s added to a moderation queue.
Rather than UGC (user-generated content), therefore, Benson thinks of Ranker’s lists as something he terms UCC – user-curated content.
How did Ranker build such a huge data set? Beginning in 2007, a company called Metaweb ran an open source, collaborative knowledge base called Freebase, which contained data harvested from sources such as Wikipedia, the Notable Names Database, Fashion Model Directory and MusicBrainz, along with user-submitted wiki contributions.
This knowledge base made up a large part of Ranker’s data set. What’s interesting is that Freebase was later acquired by none other than Google – and is the foundation of Google’s Knowledge Graph.
Additionally, not every list on Ranker is crowdsourced or voted on. Some lists, such as Everyone Who Has Been Fired Or Resigned From The Trump Administration So Far, don’t make sense to have users voting on them, but are kept fresh with the addition of new items whenever the topic is in the news.
Can other websites do ‘Ranker SEO’?
Benson acknowledges that Ranker’s setup is fairly unique, and so it isn’t necessarily possible to emulate its success with SEO by trying to do the same thing – unless you just happen to have your own crowdsourced, user-curated list website, of course.
With that said, there are still some practical lessons that website owners, particularly publishers, can take away from Ranker’s success and apply to their own SEO strategy.
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First and foremost: content freshness is king
As you’ve no doubt gathered by now, the freshness of Ranker’s content is probably the biggest contributing factor to its success in search. “We’re convinced that the dynamism of our content is what really lets it just grow and grow and grow in search traffic,” says Benson.
“While our approach is somewhat unique to the way Ranker works – we have a bespoke CMS that makes lists out of datasets – I’m positive that there are other ways to apply this kind of thinking.”
To put content freshness front and center of your content marketing efforts, make sure that your publication or blog is well-stocked with evergreen content. For those articles or posts that are more time-sensitive, you can still publish a refreshed version, or look for an up-to-date spin to put on the old content, for example linking it in with current events.
According to research by Moz, other factors which can contribute to a positive “freshness” score for your website as a whole include:
◾Changes made to the core content of your website (as opposed to peripheral elements like JavaScript, comments, ads and navigation)
◾Frequency of new page creation
◾Rate of new link growth (an increase in links pointing back to your site or page)
◾Links from other fresh websites, which have the ability to transfer their “fresh value” (Justin Briggs dubbed this quality “FreshRank” in 2011)
Internal links trump external links
Other than content freshness, Benson attributes Ranker’s SEO success to one other big factor: its intricate network of internal links, which Benson believes are far more valuable to SEO than an impressive backlink profile.
“I think a lot of people who are new to SEO focus too much on trying to get outside links, versus optimizing their own internal infrastructure,” he says.
“We have a very broad site with millions of pages – not just lists, but a page for every item that’s included in a list on Ranker, showing you where it ranks on all of our different lists.”
The Ranker page for Leonardo da Vinci
“We made the mistake early on of leaving all of those pages open to Google’s index, and we learned over time that some of them are very thin, content-wise. New links are added to them, but they’re thin pages. So we quickly adopted a strategy of noindexing the thinner pages on our site – so they have utility, but they don’t necessarily have search utility.
“We’ve really focused a lot on internal link structure and on interlinking our content in a very intelligent and vertical-driven, page-optimized way. We’ve put a lot of engineering and product resources towards building a robust internal link structure that can also change as pages become more valuable in search.
“Outside links are very important, but they’re increasingly difficult to get. If you have good, unique content, and a strong internal link structure, I think you can get by with far fewer backlinks. Ranker has a lot of backlinks – we’re a big site – but we’ve never tactically gone out to build backlinks. And we get more than 30 million organic search visits per month.”
Think about how your content will appear to searchers
Benson emphasizes the importance of paying attention to basic on-site optimization like crafting good title tags and meta descriptions. These elements dictate how your website appears in the SERP to users when they search, and so will form the first impressions of your content.
“When it comes to creating new content, our editorial team definitely focuses on best practice with regards to title tags and meta descriptions – the basic stuff still applies,” says Benson. “Anyone doing editorial still needs to think about your content from the lens of the searcher.”
Optimizing for Google’s rich results and using Schema.org markup are additional ways that website owners can make sure that their website listing appears as attractive as possible to a searcher encountering it on the SERP.
The future is psychographic
What plans does Benson have for the future of Ranker? Up to now, the site has been concentrating mostly on search and social distribution (Facebook is another big source of organic traffic), but are now beginning to focus more on ad sales, media tie-ins and getting the brand name out there.
“We’re always focused on growing traffic, and we’re certainly investing a lot more into our brand,” says Benson.
However, the most exciting future project for Ranker is something called Ranker Insights – a psychographic interests platform which makes use of Ranker’s thousands of data points on what people are interested in and like to vote on.
Drawing connections between people’s interests on Ranker Insights
Big data on anything is extremely valuable in marketing, but big data on the things that people like is near enough invaluable – particularly in a world where psychographics (classifying people according to their attitudes, aspirations, and other aspects of their psychology) are increasingly more important than demographics (classifying people according to things like age, gender, race and nationality).
“The marketing world in general is steering a lot more towards psychographics rather than demographics,” says Benson. “Netflix doesn’t care what country you live in – when it comes to marketing or even recommendations, all they care about is your tastes. They stopped using demographics entirely years ago – and clearly they’re doing something right.
“We feel that in an interconnected world, what you like says at least as much about you as your age or your gender.
“And in a world where what you like tells people how to market to you and how to reach you, we have very, very granular, deep data on that front. There’s a lot of different applications for insights like this in a very data-driven world.”
Rebecca Sentance is the Deputy Editor of Search Engine Watch.
“The end result is a very wisdom-of-crowds-based answer which is always changing and dynamically moving along as tastes change, and as more people vote on things.”
Voting on a list of ‘Historical events you most want to go back and see’ on Ranker
Lists have been a time-honored draw for magazines and other print media over the years, but it was when the internet came along that they really exploded – spawning dozens of list-oriented viral websites and the much-mocked listicle, which became a staple of online journalism. However, Benson – a self-described “lifelong list nerd” – was frustrated by the fact that these lists only ever represented one person’s opinion.
In a similar vein, he found review websites unhelpful, as user-generated reviews represented a single person’s subjective opinion in a format that wasn’t conducive to making a decision.
“Part of the reason to build Ranker was my frustration with review sites, because when I’m looking for an answer to something, like which TV show to watch, I don’t want to read a lot of text reviews.
“I also feel that in typical five-star rating systems, everything tends to be clustered around three and a half to four stars, so you don’t get any true granularity on what is best.”
In a world increasingly “cluttered with choices”, therefore, Benson was convinced that rankings were “the simplest way to dissect a choice in a category, without losing the credibility of the answer”. And so he built Ranker as a website where the wisdom of the crowd could determine the ultimate ranking for any list of items, on any topic.
ABCO Teaches classes regarding building crowd funding websites in our web development program. Call our campus between 9 AM and 6 PM Monday through Friday at: (310) 216-3067
Email your questions to: ibnfo@abcotechnology.edu
Financial aid is available to all students who qualify for funding.
ABCO Technology is located at: 11222 South La Cienega Blvd. STE #588 Los Angeles, Ca. 90304
Just how powerful is YouTube in 2018? According to a solid infographic, which was released earlier in 2017, there are some highly incredible statistics:
◾YouTube is available and used in 88 countries around the world
◾It is the second largest social media platform with over 1.5 billion monthly users, second only to Facebook (2 billion) and more than twice the number of Instagram (700 million)
◾500 hours of video are uploaded to YouTube every minute
◾Mobile viewing makes up half of the site’s streaming.
In other words, YouTube is POWERFUL. Not only has it been steadily growing since its initial launch in 2005, it has become the single biggest and most important video service on the web. While there are others that have come in its wake, none have reached the same level of popularity.
With that fact in mind, it is no wonder that so many people are looking to boost the effectiveness of their content on the platform. However, with so much use comes other struggles, like being seen in the crowd. If 720,000 hours are uploaded in a day, you have to do everything known to marketers to stand out and be noticed.
Here are five optimization tips for your YouTube channel and videos that will help you to start doing better in search, get recommended, and gain more traction.
Find the sweet spot with your video title length
There are several things to consider when coming up with the video title:
◾How engaging and catchy it is for the eye
◾How many important keywords you use within your title (those keywords are going to help you rank that video in both YouTube and Google search)
◾Which part of the title is immediately visible when people search YouTube or see your video thumbnail in YouTube-generated related videos.
YouTube suggested
Taking all of the above in the account, the sweet spot for your video title is going to be around 100 characters. That is enough to give a unique, descriptive title while still showing in search without a cut off.
Make sure your title not only describes what is happening in the video and contains key phrases you have already researched, but it is also attention grabbing enough that people will want to click on it.
When crafting a video title, consider including the following:
◾Include the important names and entities (your interviewee, event name, branded hashtag, featured brand name, etc.)
◾Location (especially if you are targeting a specific locale)
◾Your important keyword you’d like the video to show up for.
To distinguish that important keyword, use keyword clustering technique that allows you to see core phrases behind obscure keyword variations. My own trick is to use Serpstat’s clustering feature that allows you to group keywords by how many identical URLs rank in Google for each specific query:
Clustering
You can read more on how Serpstat clustering feature works in this guide.
You may also to match each keyword group to appropriate keyword intent to make sure your future video content will cover the immediate need and prompt engagement.
Make your descriptions longer
Video and channel descriptions are another valuable resource for drawing traffic to all of your content. YouTube allows up to 5,000 characters, which is between 500 and 700 words.
The rule of thumb is obvious: The more original content you have below your video, the easier for search engines it is to understand what your video is about and what search queries to rank it for.
Not every description needs to be that long, but aiming for around 2,000 characters for videos and 3,000 for channels is a good place because it gives you the space necessary to optimize your keyword use and give some context to viewers. More is fine, but make sure you aren’t filling it with a lot of pointless stuff.
Make the first 150 characters of a description count
Of the words you write, the first 150 characters are the most important. That is because YouTube cuts it off with a (More) tag after the point, so the viewer has to specifically opt in to reading the rest. Not all of them are going to do that.
You should make sure those first characters tell the viewer what they really need to know in order to connect with what they are reading. From there you can focus more on keywords and the rest of the description, as it will still count the same towards searches.
It is also a great place to link out to other channels, your website, etc. Make sure your call to action (CTA) is in the first words, such as liking, subscribing, learning more, etc.
Have a good, high-resolution thumbnail
Thumbnails are pretty standard for monetized video channels at this point. You have probably noticed that they follow a certain pattern: silly face, bright colors, something odd in the background, over the top. Sure, it seems annoying. But they follow the formula because the formula works.
Now, you don’t have to do the same thing. You just want to make sure that you have an eye catching, visually stimulating thumbnail in the recommended 1280 x 720 size. There are a few generators out there to help you make one, but my thumbnail maker of choice right now is Adobe Spark.
Adobe Spark
Keep in mind that you want a standard format across all of your thumbnails. For instance, if you do your face on one then you should do them on all. If you use some kind of animation or logo, use that.
You want to be immediately recognizable to anyone who follows your channel right from the suggested videos sidebar, or the search results. If you have old videos, go back and upload thumbnails to each one to start getting some better click results.
Furthermore, make sure your thumbnails are readable: Viewers should be able to easily see what it is about at a glance when seeing it in the right-hand column of the suggested videos or on a small mobile device.
Utilize playlists – I mean it!
Playlists are incredibly helpful. First of all, they help you group together certain videos right on your channel. So let’s say you did a series on how to increase your YouTube views and it was split into ten videos. You would create a playlist on your channel titled “Super YouTube Tips” so that people could find them all in one place. But that has an additional benefit.
Search leans towards introducing playlists right at the top of the results page. It also allows people to specifically search for playlists. That is great because it can introduce viewers to multiple videos instead of one and many will choose to pop on a playlist and watch straight through everything there.
If you do a creative series with a continued plot you will find this is a huge help and makes it a million times easier to sort it out, even if YouTube messes with your order on your channel (an issue more than one content creator has had in the past, take it from me).
To sum that up, YouTube playlists help you:
◾Increase your chances to rank your video content for a wider variety of phrases (which is also helpful for brand-focused results)
◾Improve engagement rate with your videos by giving your audience collections of videos so that they can sit back and watch endlessly. And we know that engagement is the crucial ranking factor when it comes to YouTube rankings.
To illustrate the point, here’s a quick example of how we were able to grab two spots for our show name with the playlist:
Playlist ranking
Bonus tip: Feature your videos on your site
Finally, an obvious but often missed tactic is to increase your YouTube channel performance by prominently displaying your videos on your site. It’s simple: the more people watch your videos (especially if they watch more of each of your videos), the more exposure YouTube offers to your content through suggesting your videos as related.
One of the most effective ways to generate more views for your channel is to promote your videos outside of YouTube, i.e. use your blog and social media channels. There’s a variety of WordPress themes that aim at doing exactly that: promote your YouTube channel prominently on-site.
Furthermore, promote your videos on social media as much as it makes sense for your audience to build additional exposure, links, and re-shares.
ABCO Technology has a powerful web developer program, which includes search engine optimization where this information is covered in detail. Call our campus between 9 AM and 6 PM Monday through Friday. You can reach us by phone at: (310) 216-3067.
Email your questions to: info@abcotechnology.edu
Financial aid is available to all students who can successfully qualify for funding.
ABCO Technology is located at: 11222 South La Cienega Blvd. STE #588 Los Angeles, Ca. 90304
