Search Engine Land’s Daily Briefing provides daily insights, news, tips, and essential wisdom for today’s search engine marketing. If you want to read this before the rest of the internet, Sign up here to get it in your inbox every day.
Good morning, marketers, where does diversity in marketing start?
My friend Chima Mmeje, an SEO content writer and SaaS and technology strategist, tweeted this week asking why there weren’t any black in-house marketers. “What is the barrier to entry?” She asked.
We wrote about the problem on Search Engine Land and MarTech. Here’s what we found: When we talk about the career pipeline that leads to more diverse and inclusive leadership, it starts at the very beginning. The National Association of Colleges and Employers found that black students are more likely to complete unpaid internships than their white counterparts – and that has a direct impact on workforce diversity.
“Many organizations use their internship programs to promote full-time positions; Therefore, how they find and select interns is critical for those committed to diversifying their workforce, ”said Shawn VanDerziel, Executive Director of NACE. Those who cannot afford an unpaid internship are already at a disadvantage professionally.
Not only is it more difficult for black marketeers to get into their favorite careers, but they are also promoted less often. Mercer, a recruitment firm, released data showing that only 12% of support and operations workers are black (compared to 64% white), and that number is steadily declining as black workers are not promoted to higher levels in companies. The Association of National Advertisers (ANA) found in a 2020 report that only 6% of their total membership and 3% of members who are CMOs are black.
So what can we do? SearchPilot recently released the results of its Diversity and Inclusion Transparency Report, which it will publish every year. Dr. Lauren Tucker, founder of Do What Matters, told MarTech that inclusion comes first: “I call it ‘inclusion, equity and diversity’. Diversity is the result of inclusion and equity. ”Dr. Tucker says that while chief diversity officers are great, they need funding and support, and employee resource groups are often a great way to start when your company isn’t big enough to be a CDO.
Search Content Director
Estimated arrival time setting, automatically generated remarketing lists, and Audience Network updates in Microsoft Advertising
As of June 30, 2022, responsive search ads (RSAs) will be the only search ad type that can be created or edited in standard search campaigns, announced Microsoft Advertising on Tuesday in its product updates for October.
Announcements also included reporting enhancements for Microsoft Audience Ads with view-through conversions, enhancements for ready-to-buy audiences, an open beta for auto-generated remarketing lists, several Microsoft Audience Network updates and enhancements, and much more.
Why we care. Setting ETAs aligns Microsoft Advertising with Google Ads, making it easier for advertisers to work on both platforms without having to consider differences in the types of search ads available. As we explained in Google’s initial announcement, this move means advertisers will have less direct control over their accounts and will have to get used to working with Google and Microsoft’s machine learning, if they haven’t already. We encourage you to test your ETAs and RSAs before the June 30, 2022 deadline to see what works best.
Read more details about the updates here.
We asked, you answered: Should Google add noindex support to the robots.txt file? Survey results
In September, Eric Enge conducted a survey on Search Engine Land to find out if readers would like an instruction in robots.txt to mark pages for not being indexed. The results are in:
A total of 84% of the 87 respondents said “yes”, they would like to have this function. Some of the reasons offered for wanting this feature were:
- There are no situations where I want to block crawling but have pages indexed.
- Noindexing a large number of pages takes a long time because Google has to crawl the page to see the noindex. The noindex directive allowed us to get faster results for customers with overindexing issues.
- Adding new instructions to a .txt file is much faster than getting dev resources
- Faster, less problematic blocking site indexing 🙂
Reasons for saying no include:
- Noindex tag is good enough
- New instructions in the robots.txt file are not required
- I don’t need it and don’t see it working
- Do not make the effort
- Do not change yourself
Read more here.
October 8th is the deadline for nominations for the Search Engine Land Award for Advancing Diversity and Inclusion in Search Marketing
Diversity, equity and inclusion are ongoing endeavors to which we must commit ourselves every day. That’s why we’re excited to announce the second annual Search Engine Land Award for Advancing Diversity and Inclusion in Search Marketing to honor the individuals or organizations that make real change.
The nomination deadline is October 8, 2021.
You can nominate as many organizations or individuals as you think they deserve recognition. We ask that you highlight specific initiatives that have been carried out by the nominee and that you indicate in the nomination form the contact of a person who can “second” this nomination.
Nominate a person or organization now.
Search Shorts: All the SMX Experts You May Have Missed This Year
With the upcoming SMX Next (check out the agenda and sign up here!) Check out the guides, myths, and mistakes to avoid:
What we’re reading right now: Search Engine Lands Guide to Bing SEO
According to Comscore (April 2021), Bing accounts for 26.5% of all desktop searches in the US. With more and more people working from home lately, people are spending more time on their desktops, which could also mean more people are now using Bing.
Bing’s ranking algorithm is dynamic. “The ranking algorithm is a gigantic model for machine learning and is constantly evolving,” says Frédéric Dubut, Principal Project PM Manager, Core Search & AI at Microsoft. Before you incorporate the following advice into your SEO strategy, keep in mind that just because you optimize for the specific factors highlighted in the Bing Webmaster Guidelines, better rankings are not guaranteed.
This may mean that as everyone starts prioritizing a ranking criterion, that signal may be less relevant and Bing’s algorithm may give it less weight. Rather than picking ranking factors for optimization, we recommend that you cover all the basics as best you can, taking into account how Bing handles the following elements of the search.
Quality and credibility. To determine the quality and credibility of a site, Bing takes into account factors such as the reputation of the site, the reputation of the author, transparency of authorship, completeness of content, and level of discourse.
On the site’s reputation, “It’s really about mapping and understanding that this website is an authority on that particular domain,” said Fabrice Canel, Principal Program Manager at Bing, during an issue of Live with Search Engine Country.
Would you like to continue reading? Check out the full guide here.
New in search engine land
About the author
Carolyn Lyden is Director of Search Content for Search Engine Land and SMX. With expertise in SEO, content marketing, local search, and analytics, she focuses on making things easier for marketers with critical news and educational content.