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Hello marketers, can you imagine a search engine with no results page?
This is what Neeva, the private and free search engine, introduced yesterday: a feature called FastTap Search that allows users to bypass the results page via a list of direct links generated when the user places a request in the URL bar or in the Neeva application (more about the feature below).
It is very interesting to see which types of features arepossible when a search engine does not depend on revenue. Neeva is backed by its subscribers, which means the company has no skin in the game when it comes to whether users are spending time on their properties or heading straight to a business. other site.
Of course, Neeva is not on the same plane as Google, but neither is her strategy. Google has similar functionality (the "I'm feeling lucky" button that takes users directly to the first result of their query), but seems to be heading for more robust results pages. In fact, its ads related to MUM from Search On in September gave us an overview of the results pages that lead to even more search results, with snippets that can resolve queries without users having to click to another site.
Will Neeva's new functionality change the way we optimize for search? Unlikely, but I hope it will stimulate further innovation among search engines. This type of competition is important because it often provides more opportunities for marketers, such as the free product sheets launched by Google last year (and Bing was also launched shortly thereafter), which helps it compete with trading platforms electronic like Amazon.
Neeva's 'FastTap Search ' feature presents direct links instead of a results page
Neeva is launching a functionfeature that allows researchers to enter queries directly into the URL field of their browser or the Neeva application to display a drop-down menu with direct links. Dubbed "FastTap Search," the feature allows users to bypass traditional search results pages and go directly to a site via the list of links generated based on the query. As Neeva founder and former senior vice president of Google s, Sridhar Ramaswamy, said in the announcement, this kind of functionality is made possible by the search engine's unique business model, in which users pay $ 4.95 per month for a customizable, free search experience. .
Why we care. This feature may become more important if Neeva is able to increase its share of the search market or if Neeva is popular with your audience in paparticular. Although this is a reinvention of the search results page, it is still a list of results and there is always a top position, which means the algorithms must determine relevance and assign that position to a page, just like they do on other search engines. However, since FastTap Search only shows a handful of results, brands or publishers that are able to earn that top spot can gain visibility, which can be important if you're in a very competitive industry.
Find out more here.
Facebook is changing the way it measures users for purposes; Instagram introduces notifications for breakdowns and a new account status tool
Facebook is changing the way it measures ad countsurs. "If someone does not have their Facebook and Instagram accounts linked in the Account Center, we will consider those accounts as separate people for planning and measurement purposes", Facebook announced Monday, adding: "Facebook and Instagram accounts logged into Account Center will continue to be counted collectively as one person.
Previously, if someone used the same email address for their Facebook and Instagram accounts or accessed both platforms using the same device, the company counted them as one person when they interacted with emails. and as this new methodology rolls out over the next few weeks, advertisers should expect an increase in pre-campaign estimates such as estimated audien size.This, "but for most campaigns, we don't think this will have a substantial impact on the reach of the reported campaign," Facebook said. .
Instagram launches notifications for outages and a new Sta tus account. Instagram tests activity feed notifications to notify users when the platform experiences outages ( like last week), technical issues and when those issues are resolved. "We will not send a notification every time there is an outage, but when we see people are confused and are looking for answers, we will determine if something like this could help make things better. clear, "the company said. The test will be carried out in the United States over the next few months.
In parallel, announcement , the company alsot unveiled a new tool called “Account Status”. The tool is designed to notify users if their account is at risk of being deactivated. In the tool, users can see if their content has been deleted and why. They can also appeal for a removal by requesting an exam from their Account Status menu.
For visual learners among us
Carousel "Short Videos " spotted on a computer. First appeared as a test in mobile search results in November 2020, Brodie Clark a spotted a "Short Videos " carousel in Google's desktop search results (pictured above). The screenshot even includes a video from TikTok. Search feature junkies may also want to add to their favorites Google SERP functionality timeline , which will definitely become even more practical as the business experiences more functionality.
Heard you love flowcharts. Aleyda Solis has released her 10 flowcharts for support SEO decision making . Graphics can help you avoid the 'it depends' response with stakeholders, they can be easier for non-SEOs to understand and can make the criteria for
Delivery delays mean Santa has received bad news this year. Marketoonist Tom Fishburne addresses supply chain slowdownsviewing with the help of Santa Claus and a young child wondering if a year of good behavior was worth it. Fishburne's point of view is particularly relevant since so many companies have turned to e-commerce in the past year and a half. If you are looking to find out how delivery delays can affect your, check out Post by Fred Vallaeys on the subject at Optmyzr.
What We Read:
"Use information from Amazon.in to develop products, then leverage platform Amazon.in to market them products to our customers ”- This quote comes from an internal Amazon document that details the strategy of Solimo, a private brand created by Amazon in India. Reuters journalists analyzed thousands of internal Amazon documents showing that in India, the e-commerce platform ran campaigns to create counterfeit products, undermine original brands and promote them using results. research manipulated.
"The documents show that two executives have revised strategy in India - senior vice presidents Diego Piacentini, who has since left the company, and Russell Grandinetti, who currently heads Amazon 's international consumer activities ", wrote Aditya Kalra and Steve Stecklow for Reuters.
The documents are about as damningas possible: There are specific instructions on identifying brands to 'replicate', a strategy of partnering with the manufacturers of the original item, there is even a designated term for the practice of placing Amazon 's newly launched private label items in the top three ASINs in search results - "search seedlings"; shabby indeed. Focusing specifically on the Solimo brand mentioned above, Amazon matched or exceeded the quality of competing products but was 10-15% cheaper, the 2016 documents revealed.
This is one bad news for merchants who have achieved a high degree of success selling their own products on Amazon: “It is the third-party sellers who bear the initial costs and uncertainties when introducing new products; by simply spotting them, Amazon can only sell products once their success has been tested", Lina Khan, now president of the United States Federal Trade Commission, written in a 2017 article for the Yale Law Journal. “The anti-competitive implications here seem clear: Amazon is exploiting the fact that some of its customers are also its rivals. "
" As Reuters has not shared the documents or their provenance with us, we cannot confirm the veracity or not of the information and allegations as stated, "said Amazon in a written response. "We believe that these statements are factually incorrect and unfounded.