Search Engine Land - Posts from April 2016

  • The #1 Reason Why Position #1 Doesn’t Matter

    That’s right — position #1, the elusive goal for so many SEOs, may not matter so much anymore. Crazy statement, right? Trust me… follow me for just a minute. The screen shot below shows what Google refers to as a featured snippet, also known as a direct answer. (It’s also one I searched recently when baking, realizing I forgot to buy self-rising flour and hoping I wouldn’t h ...

    Rachel Lindteigen/ Search Engine Landin SEO Google- 39 readers -
  • 10 big changes with search engines over my 20 years of covering them

    Today is my 20th anniversary of covering search and search engines. To mark the occasion, I wanted to reflect on some of the big changes that I’ve seen over the past two decades of covering the space. 1. The search revolution Chances are, the first resource you turn to if you have a question about something is a search engine, whether it be Google, Siri, Bing, Yelp, others or ...

    Danny Sullivan/ Search Engine Landin SEO- 34 readers -
  • Call for entries: the 2016 Search Engine Land Awards

    We are thrilled to announce the official opening of the 2nd annual Search Engine Land Awards (a.k.a. “The Landy Awards”) with today’s call for entries. For 2016, there are 20 awards categories designated to honor best-in-class search marketing campaigns, individuals, in-house marketers and agency teams.

    Search Engine Landin SEO- 19 readers -
  • 2016 State of Link Building Survey coverage

    Link acquisition is always changing. Tactics, perceptions, and even the way search engines evaluate links are continuously evolving. Because of the ever-changing nature of link building, it’s always interesting to examine the state of the industry. Recently, my colleague Nicholas Chimonas partnered with Moz and Credo to conduct a link-building industry survey.

    Search Engine Landin SEO- 42 readers -
  • How to find relevant and proof terms for your content

    The worlds of content marketing and SEO are constantly changing, and it can be difficult to keep up. If you’re like many business owners, you may find that all that costly and time-consuming content you’re creating just isn’t getting the search visibility you believe it deserves. Two new terms you may be hearing more about are “relevant” and “proof” terms.

    Jayson Demers/ Search Engine Landin SEO Content How To's- 29 readers -
  • How to enhance your Google Knowledge Graph result (case study)

    As Google continues to expand and roll out more Knowledge Graph results, we are now seeing opportunities to enhance the information within the Knowledge Graph panels. In February, Google started to allow official site representatives to edit/suggest changes to their Knowledge Graph panels. Here is an example of the message that appears to an official site representative whe ...

    Search Engine Landin SEO Google How To's- 27 readers -
  • The 4 Cs: A recipe for precise remarketing campaigns

    Last fall, I had a great time participating in “The Great PPC Account Structure Debate” at SMX East. And I loved reading how the debate shook down recently with a different panel at SMX West. You don’t have to have attended one of those sessions, though, to know that paid search people are passionate and vocal about their preferred account structure approaches.

    Susan Waldes/ Search Engine Landin Paid Search SEO- 31 readers -
  • What they don’t tell you about SEO

    SEO is tough. I’ve worked on countless projects where the company has seriously underestimated the resources needed for an SEO campaign. More often than not, they’ve read a case study online where someone has scaled up their organic search traffic from zero and is now bringing in hundreds of thousands of visitors to their website each month.

    Matthew Barby/ Search Engine Landin SEO- 38 readers -
  • The rise of personal assistants and the death of the search box

    On March 1, Behshad Behzadi, Google’s director of conversational search, gave a keynote address at SMX West in San Jose. This keynote was loaded with insight into Google’s perspective on where search is today, and where it’s going. In today’s column, I’m going to provide a review of some of the things I took out of the keynote, then offer my thoughts on what the future holds.

    Eric Enge/ Search Engine Landin SEO Google- 29 readers -
  • How I use my marketing technology stack (SEO edition)

    Marketing technology (martech) stacks are all the buzz right now, especially following the Stackie awards given out at the MarTech Conference recently. There were some excellent visualizations of what technologies companies use and how they categorize them within different stages of their funnel. To me, this is all very fascinating.

    Search Engine Landin SEO- 31 readers -
  • Brand bidding & PPC optimization: enforcement options (Part 6 of 8)

    Welcome to Part 6 of an eight-part series on PPC brand bidding, where I answer the biggest question facing PPC advertisers in 2016: How do I get meaningful growth numbers out of a crowded and competitive PPC market? The answer is surprisingly simple: Brand Bidding. Advertisers at The Search Monitor (disclosure: my employer) currently enjoy tremendous growth from PPC brand bidding.

    Search Engine Landin Paid Search SEO- 23 readers -
  • Is a local SEO campaign like a sitcom?

    In some ways, running a local SEO campaign is a lot like writing a sitcom episode. Each follows a formula for repeated success, and when you strip both of them down to their cores, their components are very similar. The Venn diagram below outlines the formula for both a sitcom and a local SEO campaign.

    Search Engine Landin SEO- 8 readers -
  • Wanted: Session ideas for SMX East

    We want your input to help us plan our upcoming SMX East conference, which will be taking place in New York City on Sept. 27-29, 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 ...

    Chris Sherman/ Search Engine Landin SEO- 19 readers -
  • How to map keyword strategy to B2B buyer intent

    Keyword research can be overwhelming for clients. In its most basic form, keyword research will almost always consist of a spreadsheet of hundreds, if not thousands of words and phrases, or “key phrases.” In an effort to make this type of deliverable more “digestible” for clients, KoMarketing (my employer) will often organize these key phrases around core themes, like soluti ...

    Derek Edmond/ Search Engine Landin SEO How To's- 18 readers -
  • Google Updates The Search Quality Rating Guidelines

    Google has updated their search quality raters guidelines on March 28, 2016. Back in November 2015, Google released the full version of their quality raters document and this is the first published update to the public version since its release four-months ago. The document released back in November was 160 pages, the revised version is 146 pages – so it shrunk.

    Barry Schwartz/ Search Engine Landin SEO Google- 21 readers -
  • Upcoming webcast: “Mapping the Value of Your Customer’s Experience”

    The always-on, multiple-device consumer has changed all the rules of customer engagement. The customer journey is no longer a well-defined path, as consumers and buyers complete most of their journeys before making a purchase. How can brands create the best experience to capture today’s new consumer? On Tuesday, April 12th, join Ethology’s strategy experts Anthony Quiroz an ...

    Search Engine Landin SEO- 11 readers -
  • Don’t trust Google to structure your local data

    I have been noticing a lot of Google Answer Boxes showing up for queries with local intent these days. My recent post, Are You Doing Local Answers SEO? pointed out this fantastic result HomeAdvisor is getting for “replace furnace” queries: When clients get these local answer boxes, they often perform significantly better than regular #1 organic listings.

    Andrew Shotland/ Search Engine Landin SEO Google- 40 readers -
  • 5 tips for leading a strong PPC team

    My primary responsibility at Hanapin Marketing is leading a team of account managers and production staff. Building and molding a strong paid search team is the most important and challenging aspect of my role as an associate director. Today, I’m going to share five tips that have helped me to build successful paid search teams — the kind that overdeliver against expectation ...

    Jeff Baum/ Search Engine Landin Paid Search SEO- 16 readers -
  • Dark search, dark social & everything in between

    In an advertising world where tracking matters more than ever — where understanding our consumers and knowing exactly how to reach and target them is top of mind — dark search and social can be terrifying to marketers. Getting past this fear and understanding the data behind “dark” is exactly what Marshall Simmonds tackled in his recent SMX West session on “Dark Search, Dark ...

    Search Engine Landin Social SEO- 20 readers -
  • Thinking smarter: Take your SEO work to the next level

    Search engine optimization is a complex marketing discipline, and it can be a challenge to perform high-level, high-quality SEO work every single day. When you’re working hard to get the best results for your client, it can be tempting to cut corners here and there to meet (or even beat) deadlines.

    Search Engine Landin SEO- 16 readers -
  • Visual analysis of AdWords data: a primer

    Data visualization is one of the most powerful tools available if you want to explore and understand your data, whether it’s on a small scale or at a scale which qualifies it as “big data.” In this post, I wanted to run through some of the fundamental elements of data visualization and illustrate why these concepts start to reveal insight once combined.

    Search Engine Landin Paid Search SEO Google- 11 readers -
  • Feed your search marketing obsession at SMX Advanced

    For 10 years, search marketers have purchased every ticket available for SMX Advanced. Don’t miss your only opportunity this year to attend! SMX Advanced is unique. Sessions are fast-paced, Q&A-packed and don’t slow down to cover the basics. We dive deep into the thorny challenges SEO and SEM pros like you overcome every day.

    Search Engine Landin Paid Search SEO- 17 readers -
  • Searchmetrics now shows where your app appears in App Packs

    SEO and content marketing analytics service Searchmetrics has announced several new features, including the ability to see where your mobile apps — or those of competitors — appear in the Google App Packs or where your paid app ads show up a mobile search results page. The San Mateo, California-based company said this kind of analysis in its Mobile App Rankings is the first of its kind.

    Search Engine Landin SEO Google- 13 readers -
  • The evolution of SEO

    The job of an SEO has certainly evolved over time due to Google cracking down on spam techniques, the rise of mobile, changes in the SERPs and so on. But what does an SEO really do these days, and how has this role changed over the years? A look into the past and present On-page optimization: When performing on-page optimization in the old days, SEOs would map two to five key ...

    Search Engine Landin SEO- 44 readers -
  • Improve internal linking for SEO: Calculate Internal PageRank

    Your site architecture — the way you structure and organize internal links (e.g., a link to the About Us section of your website from your main navigation) — plays a vital role in how both users and search engines are able to navigate your website, ultimately impacting your website’s rankings. Modern search engines use links to crawl the web.

    Search Engine Landin SEO- 20 readers -
  • HTTP to HTTPS: An SEO’s guide to securing a website

    Back when I wrote the article, “Why Everyone Should Be Moving To HTTP/2,” it was meant to bring awareness to an awesome protocol upgrade that I thought was an easy win to make a website faster. Since then, I have spoken to hundreds of business owners and SEOs about upgrading, performed dozens of upgrades and troubleshot dozens more.

    Search Engine Landin SEO Google- 18 readers -
  • A script to set recurring monthly budgets in AdWords

    It’s been a while since I posted an AdWords script here, so this month I’ll share an AdWords automation that manages your budgets. You can skip right to the end to copy and paste the script and run it in your account; or, for those who are interested in learning some AdWords scripting of their own, I’ll explain why and how I took an existing script from Google and adapted it ...

    Frederick Vallaeys/ Search Engine Landin Paid Search SEO Google- 23 readers -
  • Act now: SMX Advanced super early bird rates expire this Saturday

    SMX Advanced rates increase Saturday. Register now for the lowest rates. Here’s what’s in store: 30+ sessions, keynotes and workshops featuring results-producing strategy and tactics on paid search, SEO, analytics, mobile and social media; Panel discussions, single-speaker TED-style presentations and interactive Q&A sessions that solve the search marketing challenges you’ ...

    Search Engine Landin Paid Search SEO- 27 readers -
  • Study: Sales, keywords & fulfillment correlate with Amazon search rankings

    Most retailers know that performing search optimization on Amazon is a different animal than with a traditional search engine. A new study across 344,936 unique products and 746,500 search results from Ripen eCommerce confirms these thoughts. The study analyzed various factors including keywords in a products title/feature/descriptions, Amazon Best Sellers Rank, fulfillment ...

    Greg Finn/ Search Engine Landin SEO- 28 readers -
  • Social Advertising? Earned/Owned Social? Get the latest tactics at SocialPro.

    We hear from three kinds of social media marketers: social media paid advertising specialists; organic (earned/owned) social specialists; those responsible for both. Marketing Land’s SocialPro is for you, regardless which description best fits you. SocialPro features sessions jam-packed with paid social tactics, organic social best practices, and solutions to thorny issues s ...

    Search Engine Landin SEO- 31 readers -
  • As search changes, Google changes

    Everything we know about search is changing fundamentally. An explosion of devices and technologies continues to shape how and where we search. The notion of jumping onto our laptops and typing search terms on feels increasingly quaint — something the search giant is sensing and responding to. Advertisers need to, as well.

    Adam Dorfman/ Search Engine Landin SEO Google- 33 readers -
  • Metrics blindness: Why it’s harming your link dev efforts

    With all the available metrics provided by the amazingly helpful SEO tools that we have today, it’s easy to get a quick read on potential link-building prospects. However, you know you have a problem with metrics blindness when you do the following: You immediately pursue a link on a site based on its metrics. You immediately ignore the chance to obtain a link on a site based on its metrics.

    Julie Joyce/ Search Engine Landin SEO- 15 readers -
  • Dynamic remarketing: not just for retailers anymore

    It would be every advertiser’s dream for a user to convert on the first visit to their website. You’d only pay for one click; there would no need for attribution. Oh, how simple things would be! Unfortunately, that isn’t the reality in any vertical. Whether it’s buying some shoes, getting a mortgage or requesting a product demo, people like to do their research, and in fact ...

    Search Engine Landin Google- 11 readers -
  • Top 9 reasons Google suspends local listings

    I see threads over at the Google My Business forum all the time from panicked business owners or SEOs who have logged into Google My Business to see a big red “Suspended” banner at the top of the page. The Google My Business guidelines have a very long list of things you shouldn’t do, but some offenses are much more serious than others.

    Search Engine Landin SEO Google- 37 readers -
  • Why “near me” is critically important for multi-location businesses

    Local search can be time-consuming and complicated for a single location; local search marketing for franchises can be downright intimidating! What’s difficult for one local business is even more difficult for a company with multiple locations. One of the hottest topics in local search today is the rapidly increasing popularity of “near me” and “nearby” searches.

    Search Engine Landin SEO- 8 readers -
  • Google local results get additional search filters on mobile

    Now, when your search query has local intent, and it brings up the “3-pack” or “local pack” in the Google search results, Google may offer you additional search filters for that query. For example, when I search for [la bella], Google offers me additional filters to show results “within 5 miles,” or “open now,” or “top rated,” or even more. Others ...

    Barry Schwartz/ Search Engine Landin SEO Google- 11 readers -
  • Google Toolbar PageRank officially goes dark

    Google told us they will be removing PageRank scores from the Google Toolbars last month. Well, now, Google has finally and fully cut the data from the Toolbar and any tool that tries to fetch that score. There are dozens of reports across the web of people asking over the weekend where their PageRank has gone.

    Barry Schwartz/ Search Engine Landin SEO Google- 15 readers -
  • Yes, AdWords Editor now supports label columns

    Well this is a nice surprise. Google added support last week for the labels columns in AdWords Editor. The labels now show up at all levels of the account with color coding and all, as shown below in the screenshot posted by Google’s Jon Diorio on Google+. To add labels in Editor, go to Shared Library and you’ll see the Label section at the bottom of the left hand menu.

    Ginny Marvin/ Search Engine Landin Paid Search SEO Google- 12 readers -
  • Bing Shopping Campaigns now out of beta in UK

    After launching Shopping campaigns in the US in July, Bing extended product ads to the UK and Australia with a beta test of Shopping Campaigns the following month. Now, Shopping Campaigns are fully rolled out in the UK. Shopping campaigns in Bing reflect the campaign structure for product listing ads that Google introduced in 2013 and made available globally in early 2014.

    Ginny Marvin/ Search Engine Landin SEO- 11 readers -
  • Better in-store attribution is here

    There have been huge advances in hard-to-track conversions like phone calls, store visits and those that stem from the use of more than a single device. Lately, I’ve been particularly excited about the ability to better track online searches that result in offline purchases (also called SOBO — search online, buy offline).

    Mona Elesseily/ Search Engine Landin SEO Google- 21 readers -

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