🔍 Schema updates for announcements, COVID-19-related information

Plus, Amazon sellers are feeling the strains of overloaded fulfillment systems. Mar 18, 2020 Good morning search marketers, these are unprecedented times. If you’re having moments of feeling overwhelmed or even panicked, you’re not alone. To help us all remember to take moments for ourselves and perhaps get new ideas for dealing with stress, we’re going to share a quick mindful moment exercise in the newsletter for as long as it seems to make sense. We’ve organized mindfulness exercises at SMX and have seen them be helpful, but feel free to skip over it. If you have a helpful exercise of your own to share with the community, email me at [gmarvin@thirddoormedia.com](. Today’s daily break: For two minutes, sit on the edge of your chair with your feet planted on the floor. Close your eyes and pay attention to your breath. A good tip we found if your mind starts wandering is to remember to [“feel your feet”](. In the news, [Schema.org has introduced COVID-19-related structured data types]( as well as elements to let businesses who are moving offline events online or have other announcements to make in association with the COVID-19 outbreak to notify users in the search results. [Sellers are now feeling the strains on Amazon’s fulfillment systems]( as demand for household goods, medicine and other essentials has skyrocketed in recent weeks. The company told FBA and 1P sellers it is not accepting warehouse shipments of non-essential goods through mid-April. Many are pausing advertising on the platform. Amazon itself has also pulled back significantly on Google text and Shopping ads, Andy Taylor of Tinuiti said yesterday. Keep reading for a Pro Tip on making the most of the new “Specialists” tab in Google’s health knowledge graph and more. Take care, Ginny MarvinEditor-In-Chief Feedback wanted Tell us what you think! We want to know what’s working and what we can improve to bring you the best search marketing newsletter around. Please take a quick minute to take our short reader survey. (All answers are anonymous.) [Take our reader survey now »]( Pro Tip Google health knowledge graph displays an update on mobile “The new addition of a ‘Specialists’ tab could increase the frequency of healthcare providers appearing in local search results,” explains Wayne Westerlind of West 360 Marketing and Northwell Health. He offers five high-level SEO tips to capitalize on this opportunity: - Make sure your doctor or healthcare facility web pages follow best practices for local optimization. - Add as much content to your physician or healthcare facility Google My Business profile. - Build out online profiles across the top healthcare directory sites (Healthgrades, Vitals, WebMD, etc.) and make sure the information is consistent across all profiles. - Incorporate Schema on your doctor and healthcare facility pages, specifically the Schema markup for Physician and LocalBusiness properties. - With all of the YMYL algorithm updates over the past few years, it’ll be especially important for doctors to ensure they have a strong online reputation and demonstrate expertise in their medical area via citations from reputable healthcare authorities and sites (E-A-T). Your 5 biggest Google Ads challenges & how to solve them Paid search is more competitive than ever. Search marketers need to be proactive and learn how to get the best out of the right tools to stay on top of their PPC ‘A-game’ (A for automation). Adthena created this guide to address the top challenges and offer solutions that will help you get better results and make your life easier. [Get it now »]( Search Shorts Bing 302s and Google mixed content. Bing on 302s vs 301s. Fabrice Canel from Bing said on Twitter that it is preferable to use a 302 redirect [if your destination URL may change within 2 days,]( else 301 is recommended. Google Chrome mixed content. Not, it [doesn’t really impact Google ranking]( but you should be on top of mixed content messages, suggested Google’s John Mueller. Donkey to rat. The democratic party symbol changed from a donkey to rat on Google for a few hours this week [until Google fixed it](. "What should I look for in an SEO solution?" There’s nothing like curling up with a good book — or good Marketing Intelligence Report — when you’re stuck inside. MarTech Today’s Enterprise SEO Tools For Content Marketing, Search Intelligence, UX, And More guide is an insightful and informative read that will help you understand who the leading players are and what capabilities these platforms provide. [Get your free copy now! »]( What we're reading We've curated our picks from across the web so you can retire your feed reader [6 Google Display Network Mistakes You Need to Avoid]( – WordStream [60% Of SEOs Would Like To Pause Google Algorithm Updates During COVID-19 Outbreak]( – Search Engine Roundtable [7 Key Reasons to Use Content Marketing for Small Business]( – Search Engine Guide [CMO Directive: Think SEO or Work Somewhere Else]( – BruceClay.com [Get into “Focus mode” at work with help from Android]( – Google Blog [Google Discover lets you ‘Report content’ that is misleading]( – 9to5Google [Setting up a successful campaign]( – Microsoft Advertising [Stay informed on the coronavirus pandemic with Bing and Microsoft News]( – Bing Search Blog [The 3 Most Important PPC Lessons I Learned While Working In-House]( – Seer Interactive [Yoast SEO 13.3: Improving our language analysis]( – Yoast [Search Engine Land] [( [Want to advertise?]( This email was sent to {EMAIL}. 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