Search Engine Land - Posts from February 2016

  • 10 Local Link Building Tips for 2016

    The conference season has kicked in already, and I’ve been overwhelmed with how many businesses have been asking for more local link building tips. I wrote a post here last spring about local links, but it was more focused on sharing the importance of local links. This time, I’m here with actual down and dirty tips.

    Greg Gifford/ Search Engine Landin SEO- 28 readers -
  • Call Tracking And Analytics 101

    U.S. consumers will make more than 100 billion mobile calls to businesses this year. Nearly two out of three consumers say it’s very – or extremely – important to be able to call a business during their purchase journey. Call tracking and analytics have become a marketing technology “must have” as a result.

    Search Engine Landin SEO- 23 readers -
  • Wikidata 101

    No doubt you have run across articles detailing the SEO benefits of structured data and how algorithms focused on things not strings are turning search engines into answer engines. A quick example: search for “George Clooney’s wife,” and Google immediately tells you Amal Clooney is his current spouse (married in 2014) and Talia Balsam is his former wife, married and then div ...

    Search Engine Landin SEO Google- 24 readers -
  • Retailers, GTINs Required By May 16 For Google Product Listing Ads

    Last year, Google announced it would begin requiring advertisers to include the GTINs for products from 50 brands in their Merchant Center product feeds. More recently, though, Google has said the GTIN requirement will be expanding beyond those 50 brands. “If you sell brand-name products that are sold by multiple merchants, you should take a close look at the new requirements ...

    Ginny Marvin/ Search Engine Landin SEO Google- 27 readers -
  • The State Of Cross-Channel Paid Search, Part 2: SEM & TV

    In the first part of this series, which focused on SEM and Social, I made the case that search marketers should be leading the charge in pushing their (or their client’s) organization towards a cross-channel marketing approach. After all, search is the ultimate net for all of the other channels, right? What channel interacts more with the rest of the marketing plan than SEM? ...

    Josh Dreller/ Search Engine Landin Paid Search SEO- 37 readers -
  • Bing Ads Experiencing Nearly 2-Day Reporting Outage

    Bing Ads engineers are working to fix a reporting problem that has been plaguing the system since sometime mid-day Sunday. According to Bing Ads, as of 6:15 this morning reporting was delayed by 43 hours and counting. Performance data is not flowing, leaving advertisers without visibility into campaign performance, including impressions, clicks, conversions and, more critic ...

    Ginny Marvin/ Search Engine Landin SEO- 22 readers -
  • Data-Led Inbound Marketing, Part 2

    This is a follow-up to my post at the end of 2015, which looked at how you can take third-party tools and merge their data to create weighted segment reports that allow you to better target inbound link building campaigns. This time, I’d like to focus on quantifying actions and impact so you can build data-led inbound strategies from the ground up.

    Chris Liversidge/ Search Engine Landin Social SEO- 27 readers -
  • Brand Bidding & PPC Optimization: The Value Of Brand Keywords (Part 2 of 8)

    Welcome to Part 2 of Brand Bidding & PPC Optimization, a series to help today’s search marketer answer the biggest question facing PPC advertisers in 2016: How do I get meaningful growth numbers out of an expensive, crowded and competitive PPC market? In Part 1, I reviewed the history of PPC optimization and how easy it used to be to achieve big growth numbers from PPC advertising.

    Search Engine Landin Paid Search SEO- 27 readers -
  • Prioritizing Local Search Profile Listings: 2 Methods

    Undertaking local listing management can be a daunting task. We all understand the importance of standard local listing management: update your local listing profile on a variety of websites to ensure visibility in the world of local search. Simple enough. The challenge arises when determining where to focus your local listing management efforts.

    Search Engine Landin SEO Google- 24 readers -
  • Google To Shut Down Google Compare Products In Us And UK On March 23

    Google’s lead generation product known as Google Compare, will start sunsetting this week. In an email acquired by Search Engine Land, the Google Compare Team told Compare partners on Monday night that the product will start to wind down on Tuesday, February 23, 2016. Google Compare will shut down completely in both the US and UK — the two markets where Compare is offered — ...

    Ginny Marvin/ Search Engine Landin SEO Google- 22 readers -
  • Attributing Retail Store Transactions To Online Clicks At Keyword Level

    Updates to Google’s in-store conversion tracking now allow retailers to attribute user engagement at a keyword or ad group level, further expanding advertisers’ ability to see the offline impact of digital marketing. In recent years, digital media has expanded data-capturing abilities and performance-driven ad features to outperform (and soon, outspend) traditional channels.

    Search Engine Landin SEO Google- 19 readers -
  • Jump-Start Your SEO With These 6 Surefire Tactics

    I’m often asked the question, “Where do I start with SEO?” Though there is no one-size-fits-all approach, my answer is generally to find the biggest need for your site and start chipping away at it. It’s kind of like paying off your credit card bills. Pay the one with the highest interest rate first so you’re spending less on interest and more on paying down your debt.

    Stoney Degeyter/ Search Engine Landin SEO- 29 readers -
  • The Local Data Ecosystem Just Got A Little More Eco-Friendly

    On December 15, Google launched the Google My Business API, which creates a completely new way for brands and platforms to get information about their locations into Google Search and Google Maps. The API changes the game by allowing owners of locations more control over how they appear to customers in search, and it improves the consumer experience by delivering more accura ...

    Search Engine Landin SEO Google- 29 readers -
  • How To Get Started With Accelerated Mobile Pages (AMP)

    is being launched todayGoogle’s AMP is being launched today. Are you ready for it? In today’s column, I’ll give you an overview of the offering and show you how to get started with it. What Is AMP? This past October, Google announced Accelerated Mobile Pages (AMP), a very accessible framework for creating fast-loading mobile web pages.

    Search Engine Landin SEO Google How To's- 43 readers -
  • Get Your Priorities Straight: Structuring Google Shopping Campaigns

    I’m a big fan of Google Shopping. As a user, it provides an easy-to-use platform for comparing products and prices at a glance. Instead of clicking through to eight different websites to find the item I want at the right price, I could make my choice before I even leave the search results page. Shopping campaigns are invaluable for any e-commerce retailer.

    Search Engine Landin SEO Google- 20 readers -
  • Client-Based Or Task-Based? Structuring Your Link Team

    For the past several years, I’ve been responsible for overseeing the work of link teams large, medium and small. I’ve experimented with both client-based and task-based assignments and am currently managing a very small group that utilizes both client-based and task-based projects. That system works for us right now.

    Julie Joyce/ Search Engine Landin SEO- 19 readers -
  • 4 Search Advertising Trends To Watch

    At this time of year, it’s worthwhile to consider what’s likely to occur in search advertising in 2016, so you can adjust your strategy if you’re behind the curve. I took some time to look at the trends we’re seeing at Bing Ads, where I work. Based on unprecedented access to search data, observing advertiser adoption patterns and gauging client interest, here are some predic ...

    John Cosley/ Search Engine Landin Paid Search SEO- 38 readers -
  • Google’s Fake Locksmith Problem Once Again Hits The New York Times

    Almost five years since the New York Times profiled the issue with Google’s local results and locksmiths, the New York Times published a fresh story around the issue this weekend. The story is named Fake Online Locksmiths May Be Out to Pick Your Pocket, Too. It goes through how local locksmiths are locked out of the local results because of all the fake, call-center based lo ...

    Barry Schwartz/ Search Engine Landin SEO- 18 readers -
  • Are You Digging Deeply Enough Into Geographic Optimizations?

    Often when auditing accounts, we see that geography has been considered a “set it and forget it” type of setting. You can only target where you can target, right? Sure, but that doesn’t mean that there aren’t any optimizations to be made in order to ensure performance is the best it can be. Understanding The Geographic Reports Of course, the best starting point for geographic ...

    Amy Bishop/ Search Engine Landin SEO- 22 readers -
  • Live Webcast: The Click-To-Call Playbook For Facebook Ads

    Nearly 80% of Facebook ad revenue is mobile, and thanks to smartphones and click-to-call, Facebook and social ads will drive more than 12 billion calls to U.S. businesses this year. How can you leverage the exploding mobile opportunity in Facebook advertising to drive more calls and sales? Thursday, February 25th, join Rachel Malone-Olson, of aimClear, and DialogTech’s Blai ...

    Search Engine Landin Social SEO- 13 readers -
  • To Fight Radicalism In The UK, Google’s Giving Away Free Ads

    A story coming out of the UK today suggested that Google might be preparing to alter search results, triggered by “extremist” queries, and “divert” users to anti-extremist or anti-radical content and sites instead. Fighting extremism is desirable but the notion of altering search content to serve political objectives is a troubling prospect. Fortunately that’s not what’s happening.

    Greg Sterling/ Search Engine Landin SEO Google- 15 readers -
  • Google Testing AMP News Results In The Wild

    As you know, Google will be releasing the AMP based search results in late February but it seems like Google is now testing the AMP pages in the wild right now, at least some searchers are seeing it now. Alberto Estrada posted a screen shot of AMP related content showing up in the Google News carousel in the mobile search results.

    Barry Schwartz/ Search Engine Landin SEO Google- 12 readers -
  • Sorry, No Emoji Allowed In Google PLAs (Frown Face)

    Just when it looked like the newest frontier for emoji could be PLAs, Google has fixed the glitch, so to speak. At least one intrepid advertiser figured out how to get an emoji to appear alongside the display URL in its Google Shopping campaign ads, spotted here on (Denmark). Unfortunately for this and any other advertisers pushing the emoji envelope, Google recen ...

    Ginny Marvin/ Search Engine Landin SEO Google- 13 readers -
  • Do SEOs At Larger Agencies Earn More Than Those At Smaller Agencies?

    In December, my company (BrightLocal) published the results of our fourth annual Local SEO Industry Survey. The results gave us the very latest insights into local search, from the perspective of those who work in the industry. From the 1,972 respondents, there was a largely positive outlook, with 78 percent of SEOs believing that 2016 was going to be a great year for business.

    Myles Anderson/ Search Engine Landin SEO- 27 readers -
  • Yahoo To Close BOSS, Build Your Own Search Service Next Month

    Yahoo is set to close Yahoo BOSS, the build your own search service they launched back on July 10, 2008. The service will close officially on March 31, 2016. BOSS allowed both non-developers and developers to build a simple search service through their search tools. There were APIs and developer tools, as well as simple to use web interfaces to construct your own search service.

    Barry Schwartz/ Search Engine Landin SEO- 11 readers -
  • MarTech Rates Increase Saturday. Save $350 – Register Now!

    Join innovators and main street brands pioneering marketing technology at MarTech: The Marketing Tech Conference. Save $350 on your ticket by registering this week! Attend for: Sessions, panels and keynotes featuring senior-level marketers who are driving the organizational changes necessary for their companies to thrive in this age of technology-powered marketing. See the agenda.

    Search Engine Landin SEO- 17 readers -
  • The Marriage Between Conversion Optimization & SEO

    As SEOs, our job is to increase the amount of qualified traffic to clients’ brands with the intention of having end users buy something, fill out a form, download a brochure or perform other actions on a site. While improving traffic is great, it doesn’t necessarily result in more sales. So how do we actually get our clients more business through organic search? The answer i ...

    Search Engine Landin SEO- 29 readers -
  • How To Compile A Top-Notch Competitive Link Analysis

    When it comes to search engine optimization (SEO), it’s crucial to research your competition. Knowing where you stand in relation to your competitors will help inform the strategy and tactics needed to achieve your client’s SEO goals, allowing you to focus your efforts and set realistic expectations.

    Search Engine Landin SEO How To's- 22 readers -
  • 3 Requirements For A Successful Link Building Campaign

    Link building campaigns are complex and nuanced. No two campaigns are alike, and tactics and strategies vary depending on the specific project. Although every project is unique, there are three basic requirements that are essential to the success of any link building campaign. A genuinely useful product or service. Some form of quality content on the site.

    Search Engine Landin SEO- 19 readers -
  • Search Agency Metrics That Matter

    As SEOs, we’re always digging into data. But I often find that SEO consultants and agencies aren’t looking deeply into their own data at the metrics that really matter when running a business. Do You Over-serve Some Clients & Under-serve Others? We all know the old adage that the squeaky wheel gets the grease.

    Janet Driscoll Miller/ Search Engine Landin SEO- 25 readers -
  • App Indexing & The New Frontier Of SEO: App Packs & App Store Search

    SEOs who are not paying attention to apps are missing a large part of the mobile SEO picture. Even if your company does not have an app, recent changes to Google mobile results allow apps to compete with your website for the same rankings. In many cases, app results are winning. In addition to Google’s Deep Linking changes, which focus on crawling and ranking internal app sc ...

    Search Engine Landin SEO Mobile Google- 28 readers -
  • Quick Wins To Beat The SEO Waiting Game

    When you start at a new company as the SEO specialist or pick up a new client, one thing everyone wants is to see quick results. The fact that SEO takes time can be a struggle as you try to show value while also satisfying your own desire to make an impact. Here are a few SEO techniques that will let your colleagues or clients know you are the real deal, bringing value with your expertise. 1.

    Search Engine Landin SEO- 22 readers -
  • Google Is Fixing The “Permanently Closed” Problem

    I’ve heard many complaints in the last couple years from business owners who have issues with their listings showing up as “Permanently Closed” in the search results on Google. Usually, it happens to businesses who have relocated, and their customers are seeing their old location with a big, ugly, red “Permanently closed” label instead of seeing the new location’s address.

    Search Engine Landin SEO Google- 24 readers -
  • Google Wins Anti-Competitive Lawsuit Over Maps OneBox In UK

    UK-based Streetmap sued Google in court last November under an “abuse of competition” theory. This was essentially the civil-suit version of the European Commission’s antitrust case against the company. The High Court of Justice in the UK has now ruled against Streetmap. Streetmap had argued that the insertion of Google Maps at the top of search results (i.e.

    Greg Sterling/ Search Engine Landin SEO Google- 20 readers -
  • Franchise SEO: For Masochists Only

    If you like getting repeatedly punched in the face with a boxing glove on a mechanical arm, then working on a Local SEO program for multi-location franchises is the right job for you. While SEO for any multi-location organization can be tricky, the complicated dynamics of franchises can make a SEO engagement the equivalent of playing 3-D chess on the surface of a Rubik’s Cube.

    Andrew Shotland/ Search Engine Landin SEO- 18 readers -
  • Setting Local SEO Expectations: 3 Points To Hit Early And Often

    A driving force behind my marketing career over the past few years has been “Help the world, one business owner at a time.” So I’ve made it my mission to not only help businesses better their SEO practices, but also help the owners understand what SEO truly is. Sadly, misinformation about the field of SEO is still being circulated.

    Search Engine Landin SEO- 19 readers -
  • Everything Should Not Be A Blog Post: Start Using Silos

    Why is it that when SEOs write any new content, the content will inevitably end up on a blog? Most companies create a vague concept of a website structure which includes pages that cover products or services offered by a client, and these pages typically stay there until the website is redesigned. All the new content is then posted on a blog.

    Search Engine Landin SEO Content- 18 readers -
  • 5 Link-Building Techniques You’ve Been Neglecting

    Link building isn’t black and white, is it? There are so many methods you could be using, but it feels like each one has been… well, overused. Frustrating, isn’t it? However, I believe there are a lot of strategies out there that you’re not using — either because you have forgotten about them or are simply neglecting them. And they could make all the difference in your rankings.

    Pratik Dholakiya/ Search Engine Landin SEO- 22 readers -
  • Feed Your SEO & SEM Obsession

    But time is running out! We’re only 2 weeks away from Search Engine Land’s SMX West, THE search marketing conference for search obsessed professionals! SMX West is the premier search show and this year it’s bigger and better than ever! We’re so confident, we’ll even guarantee that you’ll get the search marketing tactics and solutions you need to exceed your goals.

    Search Engine Landin Paid Search SEO- 17 readers -
  • The Death Of Search Marketing Expertise

    Recently, I had dinner in Orlando with Bill and Ted (not their real names), some pretty successful digital agency owners. (By successful, I mean more than 50 employees and strong annual revenues.) They’ve been friends of mine for a long time, so I assumed they’d be up for a little of the usual expert banter.

    Andrew Goodman/ Search Engine Landin SEO- 20 readers -
  • Microsoft Introduces Advertisers To The Bing Network

    It’s (another) new chapter in the the tangled web of relationships between the search advertising networks. Tuesday, Microsoft announced the launch of the Bing Network, marking the end of the Yahoo Bing Network. Despite the fact that Bing Ads continues to serve ads on a sizable percentage of Yahoo search results, Stephen Sirich, GM of Bing Ads, mentioned Yahoo just once in h ...

    Ginny Marvin/ Search Engine Landin Paid Search SEO- 26 readers -
  • SEO & The Zero Moment of Truth

    80% of success is showing up.Woody Allen Fifteen years ago, the marketing messages we received were all thrust at us via TV, radio, print, PR and word of mouth. Now, everything has changed. We no longer take the marketing messages delivered to us at face value. We take matters into our own hands and seek out information on the products we wish to purchase.

    Search Engine Landin SEO- 24 readers -
  • How Google Is Inventing A “Near Me” Future

    In recent months, Google has made significant moves to invent the future of location marketing. The mobile-friendly update hastened the evolution of location marketing into mobile location marketing. The launch of the Google My Business API underscored the importance of location data as the foundation of location marketing.

    Adam Dorfman/ Search Engine Landin SEO Google How To's- 23 readers -

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