Google Black Publishers Summit

Opening session

  • discussed trends about how a number of people are using their mobile devices to access content
  • g.co/marketingkit-blackowned

Set Your Site Up for Success

  • average person checks phone 74 times per day; millenials are around 300 times per day
  • 50 ms to form first impression; most users consider page speed to be important
  • expected to have website load in less than 2 seconds
  • AMP (Accelerated Mobile Pages) is a way to improve page speed
  • page speed can include CTR and ad revenue
  • improve images to use webp format; use jpg2000 format; remove unnecessary images and replace them with text or CSS; compress and resize images; remove image meta data
  • remove unused CSS; defer loading CSS that is not used above the fold
  • non critical CSS and JS files should defer their loading; minify files to remove whitespace and non critical parts of a file
  • visit web.dev website
  • Lighthouse bit.ly/get-lighthouse

Keep Users Coming Back

  • users want to be engaged and delighted
  • create a Moments Map; different touch points or experiences that users would have on your website; like purchasing a product, accessing specific content
  • use a responsive layout; resizes based upon the device layout
  • do calls to action (CTA); what do you want to get the audience to do? (e.g. sign up for mailing list)
  • make it easier for users to find content
  • menus short and sweet; make it easy to get to the homepage; mobile users can be impatient; hamburger menus are easily identifiable;
  • improve quality per session; content shouldn't jump as the page loads; be mindful of how users of touch screen devices may accidently click a link
  • use auto-suggest; autocomplete attribute; use fast checkout solutions; reduce time to complete these tasks; bit.ly/simple-checkout
  • consider using web notifications; dont ask for permissions when user first visits website
  • CRO course - winonmobile.withgoogle.com

  • how to AMP pages - ampproject.org

  • web vitals - what should be done for all websites in effort to improve user experiences; more info on web.dev

  • find plugin for image optimization for content

Understand Your Audience

  • use Google Analytics homepage metrics to determine when to post content, such as time of day; look at trends for other regions depending on where your content originates from
  • highlight content through the main landing pages on your website
  • source: determine the source of the content of your website; based on that, target them accordingly
  • exit pages: use this to know what pages should not be targeted as it is the last point that people visit before leaving your website
  • Geo: learn more about the international audience
  • Affinity Categories: takes details of a users interests to better identify what your audience is interested in; use this to consider to expand content categories; in particular when topics can cross reference
  • startup.google.com/tools-get-insights-analytics

Reach your audience

  • organic search =/= google ads
  • prioritize what pages should be crawled on your website using robots.txt file
  • make sure that your pages add value to the user; do not publish existing or duplicate content

1) focus on users

  • PageSpeed Insights
  • Lighthouse

2) let's communicate more

  • search console
  • use the trainings and Search Console videos

3) get your website searchable

  • search for your domain only; if you have content appearing, then it is good and you have a ranking problem
  • one way to stand out, structure your webpage data and include images if they apply
  • for those that apply videos on website, there are structured that can be included. This allows to allow for parts of the video to be skipped to; this is done automatically on YouTube
  • developers.google.com/search
  • use cross promotions; promoting the content of others that are in similar industries

Engage Your audience

  • be staratetig about posting with a content calendar
  • start from the date you want the content to appear; then prepare
  • repackage existing content to create new content; do posts each week and then a summary at the end of the month
  • create evergreen content (content that is always relevant to your visitors)
  • Google Analytics can be used to determine when the content should be posted
  • NCI (news consumer insights); it will provide actionable recommendations
  • RES (reader engagement score) - used from the also 30 days; the score is dynamic; used to show you the most valuable traffic sources
  • goo.gle/datatools

  • try to increase content organically; do things like improve the user experience, work with other creators to cross promote; more users you have, the easier it is to improve traffic to website

  • Analytics can used to identified sources of traffic; from there, the earnings can be connected
  • difference between GA and NCI - GA provides info regarding the site, older tool; need to have GA in order to use NCI, NCI takes data from GA to provide a different set of insights
  • most dont use Analytics 360

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