Search Engine Land - Posts from December 2015

  • The Importance Of SEO In Omni-Channel Marketing: Part 1

    Going into the FIFA World Cup 2014, Argentina’s prolific scorer, Lionel Messi, widely considered the world’s best attacker, was expected to steer his team to victory. But he didn’t score a field goal in four games at the knockout stage — and his team lost in the finals! Just like soccer, digital marketing is also a team effort.

    Trond Lyngbø/ Search Engine Landin SEO- 43 readers -
  • Authoritative Links: Search Engine Land’s 10 Top Link Week Columns Of 2015

    When Google Webmaster Trends Analyst John Mueller said earlier this year that webmasters should “try to avoid” link building for SEO, many took this as a clear and unambiguous sign that link building as a practice was done for. As search engines continue to crack down on spammy and manipulative links, quite a number of search marketers have begun to forgo link building altog ...

    Search Engine Landin SEO- 21 readers -
  • PPC Paydirt: Check Out Our Top Paid Search Columns Of 2015!

    The past year has seen many interesting developments in the paid search world. Google released TrueView for Shopping ads, giving advertisers the ability to feature their products alongside their TrueView in-stream video ads. Yahoo’s Gemini platform expanded its reach to Yahoo’s desktop search results this year, giving marketers another platform in which to invest their paid search efforts.

    Search Engine Landin Paid Search SEO- 27 readers -
  • 5 Trends In Local Search In 2015

    Local Search is a constantly changing landscape, and that certainly has been the case in 2015! The power of local search for a local business cannot be underestimated. A Bright Local study found that local search is the most effective digital marketing channel for local businesses. Here are my top five takeaways from a crazy year in local search. 1.

    Search Engine Landin SEO- 26 readers -
  • Organic Food For Thought: Our Top All Things SEO Columns For 2015

    It’s tough being an SEO practitioner. Every time you think you’ve got the best practices down, some new development comes along that forces you to change your tactics or adjust your strategy. From algorithm updates to SERP layout adjustments to new search features, optimizing a website for organic search can often feel like trying to hit a moving target.

    Search Engine Landin SEO- 20 readers -
  • Report: Top Domains In Google With Winners & Losers For 2015

    Dr. Peter Meyers from Moz has published their top winning and losing domains in the Google search results for the 2015 year. Moz tracks about 10,000 keywords on a daily basis and as of December 1, 2015, here are the top ten domains that get the most exposure across those 10,000 keywords: Yes, Wikipedia still dominates by far, even with reports that Wikipedia has taken a div ...

    Barry Schwartz/ Search Engine Landin SEO Google- 13 readers -
  • 3 PPC Trends And Tactics You Can’t Ignore In 2016

    Trends come and go in every industry, and it’s no different for paid search. This year, we saw brands adopting more methods and AdWords releasing a laundry list of features (including a place where you can view said laundry list at any time). But I want to cover three specific areas in paid search that advertisers should definitely consider in 2016, and I’ll also share what ...

    Pauline Jakober/ Search Engine Landin Paid Search SEO Google- 25 readers -
  • Optimizing For Mobile Search In 2016: A Continuous Process

    The growth of mobile has become undeniable. The Google mobile-friendly algorithm update of April 2015 set off a firestorm of activity as sites struggled at the last minute to ensure that their pages were compatible with mobile. In 2016, sites will need to transition their mindsets from being just mobile-compatible to being mobile-optimized.

    Jim Yu/ Search Engine Landin SEO- 31 readers -
  • 5 Essential Search Trends That Will Impact Online Revenue In 2016

    The search and content marketing world has undergone some major changes during 2015. The stage has been set for a shift away from producing content for its own sake. Instead, there is a trend towards the use of search and social data to guide content creation. This development will be a critical part of boosting engagement for brands and helping their content attract the desired audience.

    Jim Yu/ Search Engine Landin SEO- 29 readers -
  • Planning For SEO Success In 2016

    A 2015 study by Smart Insights showed that 50 percent of businesses doing digital marketing had no form of digital marketing plan or strategy. They were doing digital marketing, yet there were no clearly defined objectives or goals. Does this seem a little crazy to you? In our experience helping businesses large and small, we’ve also found that most businesses don’t have a d ...

    Search Engine Landin SEO- 19 readers -
  • Wanted: Session Ideas For SMX London 2016

    We want your input to help us plan our upcoming SMX London 2016 conference, which will be taking place in London on May 18-19, 2016. Specifically, we’d love to hear from you if you have an great idea for a session that you think should be on the agenda. And if you’re interested in speaking at the show, the absolute best way to improve your chances of being chosen is to get in ...

    Chris Sherman/ Search Engine Landin SEO- 22 readers -
  • Google To Update Shopping Policy Center February 2016

    Google’s Shopping Policy Center will get an update come February 2016. The new version, seen above, is currently in preview. Google announced the upcoming change in a Merchant Center help page, stating that the new Policy Center will provide: fewer and simpler Shopping policies more transparency into why we have each policy more insight into how a policy can affect your ads ...

    Ginny Marvin/ Search Engine Landin SEO Google- 19 readers -
  • Google’s Year Of Change Hits Mobile Retail

    It has been a year of change at Google. A barrage of updates to the format of mobile search result pages have thrown the organic search performance for many retailers into chaos. Many of these changes are related to increases in what we call “rich answers.” These changes primarily take two forms: increased frequency of rich answers and alterations in the positioning of rich answers.

    Search Engine Landin SEO Google- 37 readers -
  • Don’t Blame The Algorithm For Traffic Declines

    Predicting why organic traffic has declined year over year or month over month can be quite challenging, but it doesn’t have to be. I have seen many companies (and some SEOs) correlate a drop in traffic with the date of a known algorithm update and assume that the site was hit by Penguin, Panda or Hummingbird, for instance.

    Search Engine Landin SEO- 28 readers -
  • 5 Major Differences Between Google Map Maker & Google My Business Guidelines

    It always surprises me how many other professionals I meet and network within the Local SEO community who have little to no knowledge of how Google Map Maker works and how it can impact the small businesses they work with. Many either hate Map Maker or ignore it all together. However, I’ve always found Map Maker to be an awesome tool that can really benefit the Local SEO com ...

    Search Engine Landin SEO Google- 23 readers -
  • The Outreacher: Building Links With Social Skills & Science

    Link building happens in the inbox. The Strategist may develop the spark of inspiration, but the real magic happens between the subject line and the signature of that outreach email. This isn’t to downplay the other phases of link building; all your ducks have to be in a row first. But in many industries, if you’re going to get a link, it’s because of an email.

    Search Engine Landin SEO- 20 readers -
  • Are Paid & Organic Distinct Channels? Not So Fast.

    At our company’s informal book club, we recently had a nice discussion of David Hand’s The Improbability Principle: Why Coincidences, Miracles, and Rare Events Happen Every Day. Belief in causation where there is only correlation, faulty assumptions about how “randomness” works and similar errors are shockingly common, even among the educated.

    Andrew Goodman/ Search Engine Landin SEO- 18 readers -
  • Site Redesign & Migration Tips To Avoid SEO & UX Disasters

    Launching a new site is always exciting for those involved. But it can also be intimidating, not least because it is so hard to predict how users and search engines will react to it. Websites get redesigned, rebranded and migrated for all sorts of reasons, but stakeholders are always going to be interested in the traffic and revenue impact.

    Search Engine Landin SEO- 29 readers -
  • Four Tools To Break You Out Of The Keyword Research Box

    Keyword research is a fundamental activity for an SEO professional, and although everyone does it a little bit differently, there are a few typical steps most people employ: Come up with a list of base keywords that will be used to come up with more ideas. Expand upon your base keywords using autosuggest and/or other means.

    Search Engine Landin SEO- 16 readers -
  • Is Google’s Search Market Share Actually Dropping?

    Last year, I conducted a comprehensive survey to discover the search engine preferences of internet users and learn who truly dominates the search market. All of the current search engine market share reporting entities (comScore, Hitwise, SimilarWeb and others) utilize technology-based tracking, and I wanted to see if a survey panel-based approach would yield the same results.

    Eli Schwartz/ Search Engine Landin SEO Google- 30 readers -
  • The SEO Advent Calendar: 24 Tips For Local SEO Success

    It’s that time again. The countdown to Christmas. The countdown to 2016. This time of year always gets me to thinking about my marketing to-do list. It gets bigger every year (much like my children’s Christmas lists). This Christmas, though, I want to help you tick one big job off your marketing to-do list and give you the gift of improved visibility and Local SEO.

    Search Engine Landin SEO- 38 readers -
  • New Insights: The Consumer Journey For Electronics

    Understanding the twists and turns consumers take on their path to purchasing electronics is an important step in capturing their attention — and their dollars. Microsoft (my employer) has a done a great deal of work to understand this journey over the years. And we’ve learned that there are always fresh ways to look at the winding path from first contact to purchase.

    John Cosley/ Search Engine Landin SEO- 27 readers -
  • TrueView For Shopping: Making YouTube The Next Big Shopping Destination

    Shopping campaigns, or Product Listing Ads (PLAs), as they were once known, have proved revolutionary for AdWords e-commerce. They combine a visually engaging experience on the search results page with the ability to instantly compare prices across retailers. In fact, these ads have been such a success that Google has continued to invest in them, and as a result, we’ve seen ...

    Search Engine Landin Social SEO Google- 26 readers -
  • How To Get Google Review Links After The G+ Update

    If you play in the Local arena at all, you’ve probably seen the new Google Plus update and freaked out along with the rest of us. The redesign has completely dumped every “local” element, leaving marketers and business owners scratching their heads. Various blog posts and forum discussions popped up, with everyone freaking out about lamenting the updates.

    Greg Gifford/ Search Engine Landin SEO Google How To's- 33 readers -
  • Google Drops Change Location Search Filter From Search Results

    Google has quietly dropped the ability to filter your search results by changing your location. In the past, you would be able to click on the “Search Tools” option and set a location. This would give you search results as if you were in that location. This was a handy tool for SEOs and webmaster who wanted to understand how searchers in different locations saw their search results.

    Barry Schwartz/ Search Engine Landin SEO Google- 25 readers -
  • How To Have A Great Relationship With Your Link Builder

    Over the past several years, I’ve had the enormous pleasure of working with some the most amazing clients ever. Some are company owners with very little knowledge of SEO. Some are company SEOs who have been in the industry for over a decade. Some are marketing managers. I can easily work with all of them because they have one major thing in common: they’re willing to talk to ...

    Julie Joyce/ Search Engine Landin SEO How To's- 14 readers -
  • Six Steps To AdWords Conversion Tracking Bliss

    To those of you who are still using Converted clicks as your primary success metric in AdWords: It’s time to change. The era of the “Conversions” column is upon us. In the last few months, the “Conversions” column has gotten better and better. By following a handful of straightforward but oh-so-important steps, you can ensure that you’re using that column to the fullest of its abilities.

    Matt Lawson/ Search Engine Landin Paid Search SEO Google- 28 readers -
  • [Reminder] Live Webcast – Search And The Local-Mobile Consumer

    Search must be an integral part of a strong media strategy, but it isn’t a one-size-fits-all approach. Local consumers now use mobile technology more, which affects how marketers engage with – and convert – the local shopper. On Thursday, December 3, hear from BIA/Kelsey’s Abid Chaudhry and YP’s Luke Edson about how national brands can best use local and mobile search to pi ...

    Search Engine Landin SEO- 10 readers -
  • RLSA Vs. Customer Match In AdWords: Similar But Different

    Google’s recently released Customer Match (CM) product allows advertisers to load email addresses into audience lists in AdWords to use those lists for ad targeting through search, YouTube and Gmail Sponsored Promotions. When looking solely at the search functionality of this product, it may remind many of Google’s Remarketing Lists for Search Ads (RLSA) product, which allow ...

    Andy Taylor/ Search Engine Landin Paid Search SEO Google- 36 readers -
  • SEO So Simple A Child Can Do It: In 5 Easy Steps

    As it turns out, I’m not the only SEO professional in the family. At 14, my daughter Chloe started creating a passive income stream, enviable to most teenagers, of up to $1,100 per month. She did it with only a few ingredients: a WordPress blog, a Google AdSense account and some basic SEO knowledge.

    Stephan Spencer/ Search Engine Landin SEO- 29 readers -
  • The 7 Characteristics That Can Make A Link “Bad” For SEO

    Link building has had a rough year. Thanks in part to Google’s John Mueller’s comments that link building, in general, is a strategy to avoid, a number of SEO practitioners have moved away from the practice. More specifically, they’ve flocked to a more natural form of link building involving the creation, syndication and promotion of thoroughly researched original content; t ...

    Jayson Demers/ Search Engine Landin SEO- 27 readers -
  • Scan Your Landing Pages With AdWords Scripts

    One of the classic tasks to automate with scripts is checking all your URLs for 404 errors. Google has their own Link Checker script, for instance. But this only tells you if a page is broken in a technical sense. You could easily have pages that aren’t 404s but that you still don’t want to use in your ads. For example: Products that are out of stock. Hotel rooms that are fully booked.

    Daniel Gilbert/ Search Engine Landin Paid Search SEO Google- 35 readers -
  • Yahoo Is Testing Giant Brand Video Ads In Search Results

    Yahoo is testing giant takeover video ads in search results pages. The video ads, seen on a search for “Lands’ End”, expand to take over most of the screen and autoplay on mute. The ads only appear to be running on desktop and not smartphones. The video does not collapse after ending, which means the user has to scroll down to click on the actual ad or see the other search results.

    Ginny Marvin/ Search Engine Landin SEO- 18 readers -
  • Grabbing Those Last-Minute Holiday Sales

    According to a survey by the National Retail Foundation (NRF), 55.8 percent of holiday shoppers will splurge on themselves and/or others for non-gift items. So one of the fun challenges toward the end of Q4 is that your demographics might start to blur a little bit. If you’re a retailer, the people who are typically in your target market aren’t the only people you want to ta ...

    Amy Bishop/ Search Engine Landin SEO Google- 16 readers -
  • SearchCap: Google Local CTR, Yahoo Jumbo Ads & Local One Box

    Below is what happened in search today, as reported on Search Engine Land and from other places across the web. Google To Update Shopping Policy Center In February 2016Dec 4, 2015 by Ginny Marvin Most advertisers won’t be affected, but all should review to ensure compliance in the new year. New Google Home Services Ad Format Puts Lead Qualifiers Up FrontDec 4, 2015 by Ginny M ...

    Barry Schwartz/ Search Engine Landin SEO Google- 16 readers -
  • Don’t Procrastinate — SMX West Rates Increase Next Week

    You can register for SMX West anytime and get the latest SEO and SEM tactics. But why wait? Register now and save $300. Join us for the most comprehensive search engine marketing conference anywhere. You get 3 days of tactics, hacks and strategies that will improve SEM and SEO performance. Customize the experience by choosing from more than 60 sessions, keynotes and clinics ...

    Search Engine Landin SEO- 8 readers -
  • The Only Way To Be Successful At SEO: Take A Holistic Approach

    It’s going to be 2016 soon, and if you still don’t have synergy between SEO and your other marketing channels, you are most likely not going to see solid organic traffic growth. SEO in this day and age cannot live in its own silo anymore because we now know how much it is impacted, both directly and indirectly, by other marketing channels, such as social media, PR, offline m ...

    Search Engine Landin Paid Search SEO- 23 readers -
  • DataHero Adds Support For Google AdWords Reporting

    Marketing analysis and reporting tool, DataHero, announced an integration with Google AdWords on Monday that offers users access to more than 20 AdWords reports. “Google AdWords has been the most popular connector requested by our users, especially digital agencies. Now they can analyze data from AdWords along with the other cloud services usedeveryday to measure performance ...

    Ginny Marvin/ Search Engine Landin Paid Search SEO Google- 15 readers -
  • Google Continuing To Test 4 Text Ads In Search Results

    Example of Google showing four text ads on a search result page. We’ve received several reports of people seeing four text ads in Google search results on desktop over the past couple of months. For example, the screenshot above was sent by Frederick Hyland of S360 in Denmark last month. In all cases we’ve seen, four ads are served at the top and no ads appear along the ri ...

    Ginny Marvin/ Search Engine Landin SEO Google- 20 readers -
  • Microsoft’s Cortana Digital Assistant Comes To iOS & Android

    Heard about Microsoft’s Cortana digital assistant but haven’t been able to try it on your phone, since it was only for Windows? Now iOS and Android users can use it, too. Microsoft shared the news today on its blog. You’ll find the iOS version here; the Android version here. Both are only available for those in the US and China. For Apple, you need to run iOS 8 and above.

    Danny Sullivan/ Search Engine Landin SEO- 33 readers -
  • Google+ Follower Counts In Search Ads Sunset

    Social proof in the form of ratings and reviews has trumped follower counts. In Google search ads anyway. Social ad extensions, which automatically displayed an advertiser’s Google+ follower counts in AdWords text ads, will stop showing as of December 10, 2015, according to an update in the AdWords help center.

    Ginny Marvin/ Search Engine Landin SEO Google- 24 readers -
  • Japan Courts Order Removal Criminal Activity From Search As Privacy Violation

    Suggesting that there may soon be a European-style “Right to Be Forgotten” in Japan, two Japanese courts recently ordered Yahoo Japan and Google to remove indexed reports of criminal activity under the theory that individual privacy rights were being violated. The cases were discussed in the Japan Times. Courts in Sapporo and Tokyo essentially arrived at the same result in two distinct cases.

    Greg Sterling/ Search Engine Landin SEO- 14 readers -
  • SearchCap: Bing Menus, Google Smart Goals & Yahoo Japan

    Below is what happened in search today, as reported on Search Engine Land and from other places across the web. Google Launches Smart Goals For Advertisers That Don’t Have Conversion TrackingDec 10, 2015 by Ginny Marvin Smart Goals harness aggregated conversion data from Google Analytics-enabled sites for advertisers that don’t have another way to track and optimize for conversions.

    Barry Schwartz/ Search Engine Landin SEO Google- 9 readers -
  • An In-Depth Look At Image Optimization: Fact And Future

    Does Google use EXIF data from pictures as a ranking factor? Christian Oliveira, Madrid Blog post about images: Have a question? Ask it in our Webmaster Help Forum:!forum/w ...

    Search Engine Landin SEO- 16 readers -
  • Data-Led Link Building: Audience Segmentation & Analysis

    Link building remains the bedrock upon which long-term SEO success is built. Effectively using the wealth of data available to search marketers these days is the key to ensuring your inbound strategy beats the competition. Let’s take a look at a few tools and data points you can use to ensure you are one step ahead in your SEO campaign.

    Chris Liversidge/ Search Engine Landin SEO- 19 readers -

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