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“If you don’t know where users come from and you don’t analyze segments, then you are missing out on conversion opportunities,” says Luca Tagliaferro of Future Fit Training. Here are some segments he recommends exploring:  “1) Devices – with so many devices available to visitors, you can spot differences in conversion rates. 2) Referral website – customers that land on your website from a trusted partner is more likely to convert. 3) Traffic sources – if you do any promotions or lots of work for SEO, this segment will show you the differences. 4) Blog landers – content marketing is very important, right? So, make sure to check this segment and see if your content helps with conversions. 5) Paid channels – especially if you run paid ads, make sure they bring conversions.”

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There are lots of moving pieces in PPC campaigns and that can make it challenging to pinpoint the cause when performance changes. We share the tools to make the process of discovery faster.

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Much has been written about the increasing importance of machine learning and AI and how they affect ranking algorithms and the presentation of search results. While it’s true that these are important factors, they’re largely beyond the ken of traditional tactics used by SEOs to influence results.

That’s not the case with schema and structured data, however, according to a recent exhaustive study of ranking factors conducted by SEMRush. Search engines are relying more and more on markup, not just to understand what content is about but to validate authenticity and authority.

And if you’re hungry for those “position zero” featured snippets, real-estate in the knowledge panel or inclusion in spoken results from search assistants, you should be focusing heavily on the excellence of your structured data.

During the What’s New With Schema & Structured Data session at SMX Advanced, you’ll hear from Search Engine Land contributor Max Prin and Microsoft Senior Program Manager Cata Milos discussing recent developments that drive both Position Zero/featured snippets in the SERPs and answers to voice queries on intelligent assistants on devices.

They’ll also offer:

– Advanced tactics that ensure your sites rank well by making content accessible to search engines.
– Tips on how to implement, test and validate structured data.
– Advice for how to future-proof content to avoid getting left out of the voice search conversation.

Both Max and Cata will also participate in Overtime, where they’ll be available to personally answer any and all questions you may have. Check out the full SMX Advanced agenda and register now.

Bing indexing API how-to. Bing has written a quick setup guide to how to get started with the Bing indexing API. You can check it out over here.

Voice query data far off. John Mueller from Google made it sound like there’s little likelihood of getting voice query data filters in Google Search Console anytime soon, when he said if it was up to him, he’d have the team focus on other things.

Web pages only. Google’s URL Inspection tool is for web pages only, it is not meant for image URLs.

Why Pagination is Important – Here’s Why #215 – Stone Temple

12 reasons your SEO traffic is plateauing and how to fix it – Kevin Indig

7 Proven SEO Reporting Best Practices That Boost Client Retention – Moz

Glass Enterprise Edition 2: faster and more helpful – Google Blog

Google changes policy to block misleading ads for anti-abortion groups – The Guardian

Google Image Classification and Landmarks – SEO By The Sea

How to Add the New HowTo Structured Data to Your Content – Brodie’s Blog

Yandex Webmaster Tools: SEOs Should Check It Out – Search Engine Roundtable

Attend Search Engine Land's SMX Advanced, June 3-5, 2019 for expert-led sessions, networking (including the 2019 Search Engine Land Awards), and top amenities including WiFi, delicious meals, and snacks. This is your once-a-year event to learn only advanced SEO and SEM tactics. You'll come away with at least one tactic that you can immediately put to use… we guarantee it. View rates and register today!