Category: A-From SEL

Supercharging your SEO with AI: Insights, automation and personalization

Supercharging your SEO with AI: Insights, automation and personalization

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Recently, I had the pleasure of presenting at SMX London on Supercharging your SEO with AI and thought I would share some of the insights with Search Engine Land readers. Google made global headlines with the demonstration of its new Duplex at this year’s I/O developers conference. This artificial intelligence (AI) system can “converse” in […]

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Priorities for diagnosing JavaScript-powered websites

Priorities for diagnosing JavaScript-powered websites

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In the last 20 years, Google’s search engine has changed a lot. If we take a look at technology and web development as a whole, we can see the pace of change is pretty spectacular. This website from 1998 was informative, but not very attractive or easy to use: Modern websites not only look much […]

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How to understand searcher intent and use it to boost SEO rankings

How to understand searcher intent and use it to boost SEO rankings

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Search engines exist to provide users with results that are relevant to the search query. Smart SEO campaigns are built on an understanding of how your audience searches around your industry, products and services. A key point here is understanding the intent behind a given keyword search. A user wants to find specific information, and […]

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5 Google Optimize tests to take AdWords to the next level

5 Google Optimize tests to take AdWords to the next level

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Pay-per-click (PPC) advertising often focuses too much on the click. It sounds crazy. The industry is named after clicks, after all, but what happens after a user comes to your landing page is even more important. That’s why the direct integration between AdWords and Google Optimize has me so excited. Landing page optimization is now […]

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How to forecast the revenue opportunity for the coveted 'position 0'

How to forecast the revenue opportunity for the coveted ‘position 0’

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Today’s article is a continuation of “Want to target position 0? Here’s what you need to make that happen.” There are two primary reasons for targeting the coveted position zero (0), also known as the featured snippet: To sit at the top of the search engine results page. To capture queries within voice-based search results. […]

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Bing Ads rolls out In-Market Audiences to all US advertisers

Bing Ads rolls out In-Market Audiences to all US advertisers

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Bing Ads announced the availability of in-market audiences in the US on Tuesday, after piloting the audience targeting feature since last summer. In-market audiences are groups of users determined to be actively in the market for a particular product or service category. In building in-market audiences, Bing Ads takes into account user purchase intent signals […]

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Ask the #SMXperts: Going All-In On AMP

Ask the #SMXperts: Going All-In On AMP

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The Ask the SMXpert series continues the question and answer (Q&A) segment held during sessions at Search Marketing Expo (SMX) West 2018. Today’s Q&A is from the Going All-In On AMP session with Benu Aggarwal, Eric Enge and Paul Shapiro, with an introduction from moderator Michelle Robbins. Michelle Robbins Google announced it’s AMP (Accelerated Mobile Pages) project 2 […]

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Introducing Search Engine Land's 'Guide to PPC'

Introducing Search Engine Land’s ‘Guide to PPC’

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Millions of advertisers spend millions of dollars every day to get their ads to appear in the search results. With so many features and capabilities available in Google AdWords, Bing Ads and Yahoo Gemini, getting (and staying) up to speed with paid search can be a challenge. That can mean a lot of frustration and […]

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What negative SEO is and is not

What negative SEO is and is not

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Today we are starting a six-part series on Negative SEO. The series will be broken into three areas and will show how negative search engine optimization (SEO) has an effect on links, content and user signals. Definitions Positive SEO under this broader view would be any tactic performed with the intent to positively impact rankings […]

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Parallel tracking offers a page-speed improvement for AdWords advertisers

Parallel tracking offers a page-speed improvement for AdWords advertisers

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While it’s critical for advertisers to measure and track the traffic driven from their ads, there’s always been something of a tradeoff because the technical processes involved could slow down page-loading time. Now, with this week’s parallel tracking announcement, this tradeoff may no longer be a factor for AdWords advertisers. If your AdWords account leverages […]

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Improving PPC relevance with ZIP code-based geotargeting

Improving PPC relevance with ZIP code-based geotargeting

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If a company has multiple brick-and-mortar locations within a city or metropolitan area, this can create challenges in advertising overlap, self-competition and ad relevance. This article will focus on lessons learned to manage a pay-per-click (PPC) program for a dental provider with multiple offices located across a multistate region and will illustrate the benefit of […]

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Hidden PPC traffic killers - Marketing Land

Hidden PPC traffic killers – Marketing Land

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If a pay-per-click (PPC) account and the advertiser’s business model are functioning reasonably well, we often find that a business owner becomes heavily dependent on the PPC channel. “Max the volume!” and “We’re down from last year, I’m very worried” are typical (if vague) remits from clients and bosses deep in the thrall of this […]

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Pause underperforming ads with this updated AdWords script

Pause underperforming ads with this updated AdWords script

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It’s no secret that split (A/B) testing is an essential part of a successful AdWords campaign. I’m a big advocate of scientific testing, and it is a core part of how my company, Brainlabs, approaches paid search campaigns. Some time ago, I shared our A/B testing script, which enables you to set up control and […]

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Ask the SMXperts: The latest in advanced technical SEO

Ask the SMXperts: The latest in advanced technical SEO

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The Ask the SMXpert series continues the question and answer (Q&A) segment held during sessions at Search Marketing Expo (SMX) West 2018. Today’s Q&A is from the Latest in Advanced Technical SEO session with Dawn Anderson, Bastian Grimm and Brian Weiss, with an introduction from moderator Michelle Robbins. Michelle Robbins Technical SEO is the foundation […]

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Common mistakes and quick fixes to improve poky page speed

Common mistakes and quick fixes to improve poky page speed

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There are multiple reasons to improve how quickly your web pages load. One of them is page abandonment. If your pages load slowly and customers leave before seeing your services, how will you grow a business and be successful? A recent Google study shows that 53 percent of mobile site visitors will abandon a website […]

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Stay sharp and relevant with ongoing PPC training

Stay sharp and relevant with ongoing PPC training

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The paid search world continues to grow and evolve at an extraordinary rate. Machine learning and automation are changing how the paid search professional operates. Account managers must be more customer service- and business-oriented than ever before. Being strategically proficient is no longer a luxury — it’s a requirement. The challenge pay-per-click (PPC) professionals and […]

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Beyond keywords: What really matters in SEO content

Beyond keywords: What really matters in SEO content

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Just when we thought the saying “Content is king” was gone for good, there it goes showing its sneaky little face again in the search engine optimization (SEO) world. Bearing in mind also that “Content is queen,” it appears that content is, in fact, pretty danged important — so important that a new sub-industry has […]

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Google AdWords new responsive search ads can show 3 headlines

Google AdWords new responsive search ads can show 3 headlines

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We’re finally here. Set up one ad with multiple headlines and a couple of descriptions, and Google will start testing combinations dynamically to serve the combination deemed most likely to achieve the advertiser’s stated goal. Oh, and get more real estate than a standard text ad for giving the new machine learning option a go. […]

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Why do we overcomplicate link building?

Why do we overcomplicate link building?

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People regularly ask me what tactics and strategies I can share with them about link building. When I answer, “Well I just search the web for good sites and reach out to them,” I tend to get a lot of disappointed looks and long faces. I don’t have any top-secret methods for finding good linking […]

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Already doing SEO? Add these two things to optimize for voice search

Already doing SEO? Add these two things to optimize for voice search

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How do you optimize content for voice search in 2018? That’s a popular search engine optimization (SEO) question these days as everyone looks to take advantage of the surge in spoken queries. Take a look at recent trends: The answer to the popular question, “How do you optimize for voice search?” is this: Do what […]

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The new Google AdWords interface is coming soon. Are you ready?

The new Google AdWords interface is coming soon. Are you ready?

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Google is gradually rolling out a new AdWords user interface. Word has it this change will be complete and available to everyone sometime in the first half of 2018. Many of us using the new interface have been asking questions like “Have you seen this feature/report/functionality in the new interface?” If you are frustrated by […]

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What's different about digital marketing in the cannabis industry?

What’s different about digital marketing in the cannabis industry?

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The cannabis industry is one of the fastest-growing in the US, with a diverse and exciting startup landscape. And yet, it faces an uphill battle when it comes to search engine optimization (SEO), pay-per-click (PPC) and marketing. There are no AdWords or Facebook advertising programs available and no current opportunities to advertise a cannabis company […]

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Giants collide: Google’s impending showdown with Amazon

Giants collide: Google’s impending showdown with Amazon

By admin 8 0

Talk in the digital advertising space has traditionally focused on Google and Facebook’s digital duopoly, each fighting for more of your advertising dollars. But for Google, the real competition is coming from elsewhere. Over the last few years, Google has pushed further and further into the retail space. Simultaneously, Amazon expanded its advertising platform. In […]

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SEO Ranking factors panel: SMX West session recap

SEO Ranking factors panel: SMX West session recap

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I attended the SEO Ranking Factors session at this year’s SMX West and enjoyed listening to the panelists present their opinions, experiences and ideas. Any discussion of ranking factors raises a lot of emotions and controversy, and this was no exception. It is important to understand how to use information from these types of sessions: None […]

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5 easy but smart SEO wins to boost content and link-building efforts

5 easy but smart SEO wins to boost content and link-building efforts

By admin 6 0

Are you looking for some smart and easy SEO wins in 2018? Who isn’t? This is a great time to knock down the cobwebs in your search engine optimization (SEO) efforts with some good old-fashioned spring cleaning. Sure, producing great content can be loads of fun, and link building can deliver powerful results, but sometimes you […]

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Do or die? Session recap from SMX West

Do or die? Session recap from SMX West

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The “AMP: Do or Die?” session at SMX West covered the hot topic of Accelerated Mobile Pages (AMP). AMP is the Google-backed project designed to speed up web pages on mobile devices. Google has actively been pushing adoption of AMP but due to the many challenges inherent to migrating to AMP, adoption has been slow. […]

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7 marketing and promotion tactics to get your content discovered

7 marketing and promotion tactics to get your content discovered

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It’s no secret a well-executed content marketing campaign can deliver a solid return on investment. According to Demand Metric, content marketing generates three times more leads than most outbound marketing strategies at 62 percent less cost. As marketers pad their budgets with more money to invest in content marketing this year, one strategy that often […]

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Are you ready for the attribution changes coming to Google AdWords?

Are you ready for the attribution changes coming to Google AdWords?

By admin 4 0

There is an old saying: the only constant in life is change! Word on the street and from Google is they’ll stop supporting last click attribution sometime this year. This means advertisers will have to opt into one of several other attribution models available in Google. In this article, I’ll provide some general commentary on […]

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The foundation of a good SEM campaign

The foundation of a good SEM campaign

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A strong understanding of the economics of any business unit is absolutely critical to any digital marketing campaign managed against non-brand key performance indicators (KPIs) in a search engine marketing (SEM) campaign. One would think any reasonably large and successful business would have a good handle on their unit economics, and that this knowledge will […]

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After exact, what’s the next best match type?

After exact, what’s the next best match type?

By admin 2 0

Exact Match is widely accepted as the Cadillac of match types in paid search, and for good reason. Queries that exactly match the keyword triggering a paid search ad have the highest conversion rate of any query-to-keyword relationship.  When used, a brand can rest assured the searcher is searching for the exact term targeted. However, while […]

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6 smart e-commerce lessons to boost local business

6 smart e-commerce lessons to boost local business

By admin 7 0

E-commerce and local search might seem to be exclusive functions. Local search is typically associated with store locations and driving offline purchases, while e-commerce usually involves online transactions. But recently the crowded e-commerce space has led online-only stores to encroach on the turf of local stores and services. Amazon opened a bookstore in Seattle and […]

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How do you optimize content for a voice-first world?

How do you optimize content for a voice-first world?

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For years, the use of voice search and voice assistants to answer questions has been on the rise. According to Google, 20 percent of all mobile search queries are voice search, and that number will only go up. Voice recognition technology is getting better and better: Google’s technology is now 95 percent accurate. Yet for […]

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A checklist for moving from one site to another

A checklist for moving from one site to another

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Whether it is a website rebranding, a consolidation of different web properties or an HTTP to HTTPs migration, when you are implementing a structural web change, it is critical to monitor the crawling, indexing, rankings, traffic and organic search conversions on both the old and new web locations. Careful tracking will enable you to fix […]

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Google dedicates engineering team to accelerate development of WordPress ecosystem

Google dedicates engineering team to accelerate development of WordPress ecosystem

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Google has invested heavily in shaping the architecture of the web, working with developers, the open-source community and the SEO community to ensure adoption of technologies and practices as part of its mission “to contribute to the prevalence of a healthy, flourishing, and vibrant web.” Most recently, Google has partnered with open-source content management system […]

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How to create content to support local SEO and rock the rankings

How to create content to support local SEO and rock the rankings

By admin 5 0

The rise of mobile search has led to many changes in SEO, but none more dramatic than the area of local search. By now, most of us are familiar with the Google update known as Pigeon. Launched in 2014, it allowed greater search visibility for local directories, which helped local search engine optimization (SEO) establish […]

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Four new search trends in mobile app discovery

Four new search trends in mobile app discovery

By admin 2 0

Recently, Google reported 80 percent of users churn within three months of downloading an app. Meanwhile, over on TechCrunch, a study showed people only interact with a total of 30 apps per month. Those numbers are fairly significant, but not surprising considering the large number of apps available. Not every app downloaded will resonate with […]

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What the ROAS? A practical guide to improving return on ad spend

What the ROAS? A practical guide to improving return on ad spend

By admin 1 0

Do you want to improve your paid search campaigns? There are a lot of paid search metrics, but one of the most useful and most underused is return on ad spend (ROAS). One of the main points behind online advertising is to drive sales for your business. This is particularly true when it comes to […]

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What you learn from talking with Google’s largest advertisers all day, every day

What’s going on with Google brand CPC?

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In Q1 and Q2 of 2017, Merkle (my employer) reported on a positive trend for advertisers that showed a decline in brand cost per click (CPC) year over year. The CPC of brand terms is often determined by Google’s algorithm as opposed to the competitive landscape, so brands are often left to Google’s mercy in […]

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What to get right before launching a global business

What to get right before launching a global business

By admin 3 0

Taking your brand to an international stage is exciting. You reach untapped audiences and expose your brand, product and services to a global market! But with every great opportunity come challenges, and a global presence means time and resources must be dedicated to understanding new buying habits, laws, and, of course, online behaviors. Today, search […]

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Channel your inner explorer to find link-building prospects

Channel your inner explorer to find link-building prospects

By admin 9 0

Every time I conduct an in-house survey and ask my linking team, “What do you think is the hardest part of your job,” they answer, “The discovery process!” Just to clarify, when they say “discovery,” they are referring to the process of finding new sites to contact for a link. They are right; it is […]

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Are you getting credit for all of your organic visits from GMB?

Are you getting credit for all of your organic visits from GMB?

By admin 3 0

As search engine optimization specialists (SEOs), we all have one goal: to increase organic traffic for our clients. We optimize signals to increase the relevancy of our clients’ (or our own) sites so more people find them and check them out. But what if some of the traffic (or even a lot of it) isn’t […]

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5 New Year's resolutions for your PPC campaigns

5 New Year’s resolutions for your PPC campaigns

By admin 3 0

It’s never too late for New Year’s resolutions, so why not give your PPC campaigns a little New Year’s love? In this article, I’ll provide suggestions to tune up your campaigns in 2018 and get them firing on all cylinders. 1. Review your ad copy Upgrading decent ad copy into fantastic ad copy almost always […]

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Insights from our 2017 holiday retail survey

Insights from our 2017 holiday retail survey

By admin 5 0

By most accounts, the holiday shopping season was an e-commerce success, with final tallies beating analyst estimates. Earlier this month, we asked e-commerce teams about their holiday marketing strategies — planning, budgeting and expectations — and what they did differently this year from last year. Nearly 100 respondents shared their feedback. The majority (57 percent) […]

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Google Questions and Answers: Everything you need to know

Google Questions and Answers: Everything you need to know

By admin 2 0

Google launched the Questions and Answers feature in August of 2017, but it has been surprisingly underutilized by both marketers and small business owners. I’m going to try to explain why this feature is so important and why it’s crucial that you start actively monitoring the questions you receive on the business listings you manage. […]

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