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Gary Illyes, Webmaster Trends Analyst at Google, opened up SEJ Summit Chicago with a twenty-minute presentation about what AMP is, why publishers should be using it, and what the future of AMP is (hint: it is going to keep growing and will likely roll out to product pages).

Here are a few of the top points he made during his presentation.

Why AMP?

“We have this beautiful thing, the web. It is full of cats and chocolate, but we as humans have ruined it.”

This matters because 40% of people will abandon a mobile site if it takes more than three seconds to load. This poor user experience means publishers are faced with new challenges.  Because of slow time times, users have a poor perception of mobile web experiences. Which makes mobile extremely hard to monetize.

Gary encouraged attendees to “Make the Mobile Web Great Again”. And AMP is the way to do it. 

AMP pages are designed to create fast pages that are easy to implement. We already know how to make fast web pages  – according to Gary that includes using less java, lower image resolution, parallelize the loading, limiting the number of hosts, and caching pages.

Four Building Blocks of AMP



Custom Styling (CSS 3)

Global Proxy Cache

Benefits of AMP

According to Gary, AMP pages are seeing an average of less than one second median load times, which is four times faster than average. In fact, the median load time for mobile responsive sites is a whopping 20 seconds. This is terrible for user experience, and AMP aims to change that.

In fact, Gary says 90% of publishers are driving greater engagement with higher CTRs and 80% of publishers are getting more views, and the majority of publishers are seeing higher eCPMs, which means more money.

The Future of AMP

According to Gary, Google is expanding AMP vertices to include Google News, Google Now, Play Newsstand, and Now On Tap. During the question and answer section, Gary said he does expect AMP to expand to product sites like Amazon.

Currently, AMP is not a mobile ranking factor. However, it could be in the future, as Gary didn’t directly say it wouldn’t be. Fellow speaker Carolyn Shelby chimed in to say that some of her sites at Tronc have seen an increase in mobile views by implementing AMP, just because those stories are shown in the AMP carousel.

Moving forward, site owners should work to speed up their websites, pay attention to AMP announcements from Google, and start talking to their developer about AMP.

Editor’s Note: Article will be updated with information from the AMA panel at 1:20 pm C. We will also be streaming it live on Facebook! 

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Bbb Rating: Is It A Google Ranking Factor?

Google’s algorithms rely on more than 200 signals for ranking, but is BBB rating one of them?

Google has denied it on at least three separate occasions. However, that doesn’t necessarily mean they completely ignore it either.

Let’s examine the evidence.

The Claim: BBB Rating Isn’t a Ranking Factor

We’ll start by taking a look at precisely what a BBB rating is and what it measures.

The Better Business Bureau (BBB) is a nonprofit, non-government organization that examines companies’ trustworthiness. The idea is to uphold certain standards across the board and allow customers to feel confident in their dealings with different businesses.

Companies are ranked on a simple A+ (highest) to F (lowest) letter-grade scale representing BBB’s degree of confidence in the business and how it interacts with its customers.

This rank is based on a score that measures factors such as:

The type of business and whether it might be operating in violation of the law.

How long the company has been in operation.

Advertising issues (e.g., inaccurate claims).

The transparency of the company’s business practices.

Any failures to honor commitments to BBB, including mediation settlements and arbitration awards.

Complaint history, which covers the number and nature of any issues raised against the company as well as how long they take to resolve them.

Licensing and government actions taken against the company.

Enterprises looking to get BBB accreditation must meet several initial eligibility requirements and pay an annual fee directly to the bureau.

The Evidence for BBB Rating as a Ranking Factor

Search Quality Raters Guidelines (QRGs), given to Google contractors who run manual evaluations of search engine results pages (SERPs), ensure that the algorithms are doing what they need to be.

In July 2023, Google made substantial changes to their QRGs and placed a larger focus on user safety regarding sites they prioritized in ranking.

On August 1, 2023, Google rolled out a broad core algorithm update that impacted many sites.

Beyond that, BBB, alongside other third-party review sites, are frequently mentioned in the QRGs as an indicator of trustworthy sites.

“For businesses, there are many sources of reputation information and reviews. Here are some examples: Yelp, Better Business Bureau, Amazon, and Google Shopping.”

It adds, “please consider very low ratings on the BBB site to be evidence for a negative reputation,” which serves to highlight the importance of BBB rating for Google.

The Evidence Against BBB Rating as a Ranking Factor

In 2023, a Twitter user asked about the SEO benefits of adding Accreditation Badges (Trust Seals) to their site. When another user said that he doubted it, Google’s Gary Illyes responded, “I can confirm your doubt.”

Then, in 2023, Google’s John Mueller was asked the following in a video hangout:

“In the past, you explained that Googlebot or Google is not researching author backgrounds expertise, etc. Can you say the same thing for site reputation and Better Business Bureaus scores? For example, some believe that BBB ratings and reviews are used algorithmically with the latest core updates. That doesn’t make sense since the BBB is only for the US, Mexico, and Canada. I can’t imagine that Google would use a single source like that algorithmically when its algorithms are mainly global in nature.”

Mueller responded:

“I would venture to guess that you are correct that we wouldn’t use something like the BBB score for something like this. As far as I know, that’s certainly the case.”

He went on to add:

“There are various kinds of issues with regards to some of these sources of information about a business, about a website, and we need to make sure that we’re really reflecting what we think is actually relevant for users. Rather than blindly relying on some third parties’ ratings.“

See that discussion at 15:30 in the aforementioned video.

In 2023, Google’s Danny Sullivan was crystal clear in his response to another Twitter claim that Google uses BBB ratings to determine whether a site should rank.

“No, we don’t use BBB ratings as a ranking factor,” he tweeted.

BBB Rating as a Google Ranking Signal: Our Verdict

While the importance of trustworthiness for Google rankings is well established, there is no evidence that their algorithms consider BBB ratings a ranking factor.

In fact, it wouldn’t really make all that much sense for them to do so given that BBB is only for the U.S., Mexico, and Canada and also requires that businesses pay for accreditation.

That doesn’t mean you should completely disregard BBB ratings.

Their prominence in the QRGs suggests that while BBB ratings may not be a direct ranking signal, Google respects them as a reliable measure of a company’s trustworthiness, so much so that they have factored them into their algorithmic quality control.

Featured image: Paulo Bobita/SearchEngineJournal

“Poem” Is Not A Four

When teaching a new unit, teachers know that their strategy can either “sizzle” and get the class excited, or “fizzle” and lose their attention. As a first-year teacher, I saw a good number of my lessons fizzle out. But one that really sizzled was my unit on poetry. When we started, my fourth grade students hated the idea of poetry. However, by the end of the unit, my neglected poetry section became the most popular part of my class library. This metamorphosis is all thanks to the careful use of selected authors and scaffolded instruction.

The Place Where the Sidewalk Ends

My students loved Roald Dahl, so to introduce the fundamental concepts of rhyme, rhythm and meter, I read “Cinderella” from Roald Dahl’s Revolting Rhymes. Familiarity with this well-known story and the silliness of the fractured fairy tale approach made the students much more receptive to the idea that poetry can be fun. We read aloud and bobbed our knees to demonstrate rhythm and meter, and filled in the blanks to guess the rhyming words. My goals were to relax the students and get them used to the format and academic vocabulary of poetry, but I’d chosen my methods carefully, and the students saw it as play.

I followed Dahl with another light-hearted poet, Shel Silverstein. Using “Where the Sidewalk Ends,” we continued our poetry lessons and cemented what we learned from Roald Dahl. We compared Dahl’s rhyme scheme to the multitude of schemes that Silverstein chooses. “You mean poetry doesn’t always have to rhyme like that?” cried my students in amazement. “We can choose our own rhymes?” Exactly! The kids were getting it, but more importantly, they were loving it. After two weeks of our daily Silverstein poem, it was time to move on.

Ancient Maps of Immortal Forces

“More than Dahl and Silverstein,” I told my students, “my favorite poet is Robert Frost.” The class practically roared in anticipation. Whoever this writer was, they wanted to see what I thought was better than their two favorite poets. I put “A Brook in the City” up on the board, and we read it together. Many students were confused. “Where’s the joke?” they demanded.

Their trepidation soon gave way to comprehension. By now, they expected to enjoy the poems I shared with them, so they were willing to find out what I liked about this one. Our class discussion started with basic understanding, but the students soon took it over themselves. Without prompting or clues, they started talking about Author’s Purpose and Theme. My urban students easily picked up on the idea of cities expanding outward and destroying the natural world around them, personifying the destructive force of real estate development as a monster who eats anything in its way.

The key to teaching poetry isn’t drilling the vocabulary into your students and having them practice how to recognize iambic pentameter — the key is getting them motivated. Show them the poetry you enjoy, and explain with genuine enthusiasm why you like it. Let them see what drastically different authors have done. Teach children how to appreciate poetry, and they will understand it. Understanding will lead to their own love of poetry, and that love will carry them forward.

It’s Not All About Ranking: Benefits Of Backlinks Beyond Seo

Google’s search algorithm places such great emphasis on the accumulation of backlinks that link builders can forget the value of a link beyond search. Yes, quality backlinks can carry enormous weight and help bring your site to the top of a competitive SERP.

That’s not the only purpose of a link, however.

Even though the majority of clients at my company are interested primarily in search traffic, link building can certainly be used for other purposes. Here are a few off the top of my head:

Referral Traffic


Building Authority

Building Relationships


I understand there’s some hesitation when it comes to pursuing links in today’s SEO environment. Even though links are unquestionably an important ranking signal, Google likes to engage in a large-scale FUD offensive every-so-often. They are currently in the middle of one of those every-so-oftens. They do this in an effort to ward out spammers/black hat SEOs.

My mentor Eric Ward once said, “Seek links you would want even if Google did not reward them.” I have long echoed this. Not only will it actually lead to links that Google is likely to value, it will provide other marketing benefits as well.

Referral Traffic

This is my way of saying that links don’t only lead to search engine traffic. A well-placed link on an authority site can direct an abundance of referral traffic.


Consider this. The University of Arkansas recently conducted an experiment in which they had subjects listen to two different mixes of the same piece of music, one in it’s original form, the other edited so that a segment of it was looped. The subjects reported to liking the latter version far more. The researchers attributed this to the mere exposure effect, a phenomenon in which people grow to like things and concepts simply out of familiarity.

Links are visible to the public, or they should be anyway. If you’re building links that aren’t visible to the naked eye, wait for your penalty.

Because links are viewable to the users and not just search engines, link building can be used for branding.

Branding is marketing 101. Consumers/readers trust established brands, even if those brands have done things that would ordinarily lead to a negative reputation.

Right now in the world of SEO, it’s more important than ever to be cognizant of anchor text diversity. Google is not fond of sites that use the same keyword-rich anchor text over and over.

So along with keyword and white noise anchors, branded anchors should absolutely be part of your link profile.

There’s no better representation of your brand than your website, and link building is a valuable way to get people to look at your brand in all of its glory.


So your name is out there now. As I said before, established brand names can still thrive even when having a negative reputation. Denny’s had a great 2013. Now take a look at what their customers think of them.

Having said that, wouldn’t it be better if your brand had a reputation as an authority within your niche?

I’m not talking about authority in numerical form like domain authority; most consumers don’t know what domain authority is. I’m talking about being associated as a “know-it-all.” Sure everyone hated the “know-it-all” in the k-12 school years, but it’s 2014: geeks are pretty cool now.

Getting links on authority sites is a great way to have some authority rub off on you. Not only is the link viewed as a vote of confidence by search engines, more importantly, it’s viewed as a vote of confidence by users.

Relationship Building

If you’re building links without building relationships, you’re doing it wrong.

I can’t emphasize enough how much easier link building is when you have relationships within your niche to rely upon.

Did you ever think that you can gain followers outside of the parameters of social media? It happens to me frequently. I attract a few followers every time I get a link, and the majority of the time the followers are people I’ve never talked to in the realms of social media channels.


So you have great content. Now what? As awesome as, say, your infographic might be, people aren’t going to find it without being pointed towards it.

You might be saying, “What about social media? Wouldn’t it be easier to share it on our social media channels?”

Even though social media is an effective method of promotion, that doesn’t mean you shouldn’t be building links as well in your promotional efforts.

Without repetitive sharing, social media shares have a tendency to get buried fairly quickly. A link can ostensibly live forever. Example:

This is a screencap of the links page for the 1996 movie Space Jam. Yes, the site is still live.

It’s the site for the National Basketball Association, and not a cached copy from 1996. There was no such thing as the Wizards that year.

Having a link on a curated list of resources has the potential to send traffic for years.

If you have an important product launch or change in policy/personnel you want to submit to the world, simply submit to a press release site. Not only will you get links from the press release sites, you’ll get even more from any other sites that pick up the press release.

Press release links may not carry a ton of SEO value, but again, we’re not talking SEO value here. Submitting press releases has been and still is an effective method of promotion.


To recap, links have benefits beyond increasing visibility in search. Links can:

Drive referral traffic

Help to build your brand

Help to establish authority

Build relationships that will be beneficial in the future

Promote whatever it is you want promoted

Of course, I would argue that building search visibility should be the number one focus of any campaign. I’m just arguing that you should keep these five things in mind as well.

Excel Factor 15 The Lazy Lookup

This Excel Factor tip was sent in by Kathy Carmel of Santa Barbara, California.

Words by Mynda Treacy.

Kathy uses Excel’s intersect operator to quickly SUM a cell, or range of cells at the intersection of two ranges.

You’re forgiven if you’re thinking I’ve just swallowed a load of Excel syntax, so let me show you an example.

I call this technique the Lazy Lookup, and there’s nothing wrong with being lazy, or perhaps you might like to call it efficient, as it sounds, well, less lazy 🙂

Lookup a Single Cell

We’ll take this table of data:

And let’s say I wanted to find the value for T-Shirts for FY2011; I could simply enter this formula:

=D2:D8 B3:E3


Obviously I could also enter =D3 but then I’d need to know that that was the cell reference, which is not usually the case when you’re doing a lookup, so we’ll ignore that for now.

Notice how there are no brackets in the formula (you don’t need them to lookup a single cell), and there is a space between the two ranges?

This space is the ‘intersect operator’, and it instructs Excel to find the value in the cell at the intersection of the two ranges, which is D3.

You could also use this formula to return text, since there is only one cell at the intersection.

Intersection of Named Ranges

While the above example works, it’s a bit laborious to enter the cell ranges, and since this is a lazy lookup we need to make it quicker and easier to enter.

To do this I’ve set up the following named ranges for each column and row in my table:

FY_2009 =B2:B8

FY_2010 =C2:C8

FY_2011 =D2:D8

FY_2012 =E2:E8

Dresses =B2:E2

T_Shirts =B3:E3

And so on…

Tip: I set up all these named ranges in just a few steps:

Highlight the table, including headers

CTRL+SHIFT+F3 to create named ranges from selection. This opens the following dialog box:

Now I have my named ranges set up I can write the formula above like this:

=T_Shirts FY_2011


Again, no brackets, just a space between the two names. I think you’ll agree this now meets the ‘lazy’ requirement quite nicely.

SUM Multiple Cells

What say you wanted to SUM FY2010 and FY2011 for Skirts and Shorts?

You could use this formula:

=SUM(FY_2010:FY_2011 Skirts:Shorts)


Because there are multiple cells at the intersection you must wrap your named ranges in a SUM function, or AVERAGE, MIN, MAX etc.

Also, you cannot return text where there are multiple cells at the intersection.

Non-contiguous Ranges

If you want to return the SUM of non-contiguous ranges simply group each set of rows and each set of columns together inside brackets like this:

Make it Interactive

Now for the ultimate in laziness, get someone else to build the formula by giving them data validation lists and use the INDIRECT function to build the formula on the fly.

Note: the figures used in this example are fictional (I created them using the RANDBETWEEN function); I would never accept a reduction in my clothing budget year on year. 😉

Thanks to Kathy for sharing the Intersect Operator with us.

Kathy Carmel lives in Santa Barbara, California.

“I work with various forms of health care data, program in SAS and use Excel for deliverables and transitioning data to non-programmers. I have been using Excel for many years, mostly at a relatively basic level, but am now writing macros to do more of the analysis in Excel.”

Vote for Kathy

6 Awesome Compilers Of Javascript Used Currently

Introduction to JavaScript Compilers

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Web development, programming languages, Software testing & others

Compilers of JavaScript

Javascript IDE’s are used to write code as well as compile it in real-time. Let us know more about the most popular Javascript IDE’s and compilers used in today’s time.

1. WebStorm

It is the most used Javascript IDE available in the market today. It is provided by JetBeans and is not free of cost. It provides a robust option for modern-day JavaScript development coupled with intelligent coding abilities. It includes features like code auto-completion, contextual error-detection, and refactoring for several languages like HTML, chúng tôi CSS, and JavaScript. It has an anin-build debugger that debugs the frontend code as well as chúng tôi apps. Programmers can test the code without exiting the IDE. We can also perform testing within WebStorm itself,it generates a report card with visualized data for the debug tests and spy-jsdetectsany bottlenecks in JS code to mitigate them.

2. Komodo Edit 3. Visual Studio Code

It is the most popular IDE in the market not only for JS but several other languages since it supports more than 40 languages. It is a free and cross-platform IDE that works very well for the development of frontend chúng tôi Code offers remarkable features like smart completion feature with IntelliSense, inbuilt Git integration, the capability to debug code from the editor itself and much more. Its beauty lies in the fact that it is very extensible and is available with several customization options with the many extensions it supports. It also provides support for a variety of languages; making it more understandable as to why it was voted as the most popular developer tool forStackoverflow’s 2023 Developer Survey.

4. Atom IDE

Atom IDE is provided by GitHub and has been around for quite some time. It is a combination of optional packages that are meant to bring similar functionalities like IDE to Atom. It not only works well with Javascript but also provides support for CSS and NodeJS. Atom’s JS package provides a feature set that includes a variety of features, like context-specific auto-completion. Navigating code is convenient than ever before with the help of an outlined view for the document, you can locate all your references, and easily navigate to definitions. It also allows developers to hover on certain lines of code to extract information and discover the complete set of testing tools to know more about errors and alerts to gain better insights on their code. Fortunately, Atom is available for free and is open source.

5. Brackets

It is one of the best code editors available for web development and owned by Adobe. As it is developed using frontend components; Brackets provides a native-like and smooth editing experience for software developers and programmers without any issues related to compatibility. Especially due to its feature to preview the output live, Brackets is integrated with the browser and can directly push code edits to it almost instantly. Software developers can make changes and check the code files and the browser-based live preview simultaneously without any difficulty. Also, the Quick Edit UI ensures that developers have the right set of tools available at hand despite the kind of code they are developing. With all of these features, it is supervising that Brackets is available for free and is open source.

6. Babel

npm install –save-dev @babel/core @babel/cli

There are several tools available for the installation of Babel off which BabelCLI is a recommended and built-in method that works on the command line.

Recommended Articles

This is a guide to JavaScript Compilers. Here we discuss the basic concept with most popular Javascript IDE’s and compilers used in today’s time. You may also look at the following article to learn more-

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