The pillars of successful link building

The pillars of successful link building

Creating high-quality content can strengthen your business’ branding and facilitate conversions, but not if your audience is never exposed to that content. Link building can help boost content visibility via other websites and in the search results. Michael Johnson, sales manager at Page One Power, explained how to create and leverage linkable assets, identify relevant linking opportunities, communicate with site owners in a way that compels them to link to your content and what to do after you’ve acquired a link during his talk at SMX Next (free registration) last week. Create audience-focused, linkable assets “Your links will be as good as your content,” Johnson said, explaining that the more […]

How in-house SEO teams and enterprise tech can boost organizational efficiency

How in-house SEO teams and enterprise tech can boost organizational efficiency

SEO teams are often tasked with improving the organic visibility of an entire organization, yet any given member of that organization can make changes to the site that undo the work of their SEO colleagues. Conversely, when silos are broken down and SEO data and education are provided to every team, businesses stand to increase efficiency across the board. Stephan Bajaio, chief evangelist and co-founder of enterprise SEO platform Conductor, discussed ways to tear down organizational silos and integrate SEO into a company’s culture in a talk during SMX Next last week. “SEO done alone gets lonely results” “You need to actually be engaging other stakeholders within the company who […]

How to diagnose and fix a search rankings dip

How to diagnose and fix a search rankings dip

When your rankings decline, your brand’s visibility decreases. That may also be accompanied by less traffic and, for many businesses, that means less revenue. Swiftly identifying the affected areas of your site and the factors that may have resulted in the decline can enable you to reclaim or even improve your rankings. Holly Miller Anderson, former SEO product manager for Macy’s Tech, detailed her systematic approach and the tools she relies on to diagnose and fix rankings drops in a talk during SMX Next (free registration) this week. The tools and resources Anderson uses to get to the bottom of rankings declines. Why your rankings might have fallen Anderson noted […]

Google Smart Shopping: How it’s different from standard Shopping campaigns [Video]

Google Smart Shopping: How it’s different from standard Shopping campaigns [Video]

[embedded content] “[It’s] a totally fascinating product, but has some drawbacks as well,” Mike Ryan, product management lead at Smarter Ecommerce, said of Google’s Smart Shopping campaigns, which use automated ad placement and bidding to optimize for a given conversion or return on ad spend (ROAS) goal. During our Google Shopping session of Live with Search Engine Land, Ryan shared some of the pros and cons of the newer Smart Shopping campaign type compared to Google’s standard Shopping campaigns. Related: Smart Shopping campaigns: How to test and extract more value from automated campaigns “You can get some kind of full-funnel coverage with a single campaign,” Ryan pointed out as one […]

Facebook intros new knowledge panel-like information boxes

Facebook intros new knowledge panel-like information boxes

Facebook has introduced knowledge panel-like information boxes into its search results for certain queries, SocialMediaToday first reported Tuesday. The information within the boxes are sourced from Wikipedia. The Facebook search results for “nicolas cage,” on desktop and on the Facebook mobile app. Clicking on “More Info” takes users to the entity’s Facebook page. Not just for celebrities. As is the case with Google’s knowledge panels, these information boxes may surface for non-human entities. Below are the results for “parks and recreation.” Clicking on any of the links within the information box takes users to the Facebook search results for those queries. Long time no see, Facebook Search. Facebook’s search engine […]

Google Merchant Center tips: Supplemental feeds and feed rules [Video]

Google Merchant Center tips: Supplemental feeds and feed rules [Video]

[embedded content] The closure of non-essential businesses has driven consumers online for their retail needs, resulting in Black Friday-levels of traffic as well as double and triple-digit sales growth in April in some sectors. During that same month, Google opened up its Shopping search results to free listing after eight years as an ads-only product, giving merchants one more organic avenue to reach consumers. For e-commerce businesses, the stage is set to increase sales, if they can get their product listings in front of consumers. During our Google Shopping session of Live with Search Engine Land, Kirk Williams, owner of ZATO Marketing, shared a few ways to increase your products’ […]

Google webspam report: Cracking down on renegade linking practices, auto-generated content

Google webspam report: Cracking down on renegade linking practices, auto-generated content

Google discovers more than 25 billion spammy pages a day, according to its annual webspam report released Tuesday. The company also published a companion post on why it’s important to keep spam out of search results. The definition of spam. “We define ‘spam’ as using techniques that attempt to mimic [high quality content] signals without actually delivering on the promise of high quality content, or other tactics that might prove harmful to searchers,” the post reads. A more comprehensive list of spammy behaviors can be found on Google’s Webmaster Guidelines. How Google stops spam. In the majority of cases, Google automatically identifies spammy behavior and ensures that those pages don’t […]

Data roundup: Resources to help you market more effectively during COVID-19

Data roundup: Resources to help you market more effectively during COVID-19

The COVID-19 pandemic has dramatically shifted consumer priorities and budgets, and now that local economies are beginning to reopen, we can expect to see more shifts as some people start to return to work and leisure activities. Understanding changes in consumer activity, sentiment and broader industry trends can help businesses continue to adjust. Although regions may be lifting business and safety restrictions, consumers are going to reemerge at their own pace. The resources here can help you contextualize your performance and inform your content and messaging, campaign segmentation for targeting, as well as personalization and merchandising strategies. General consumer trends The following trend resources provide data across a range of […]

How local marketers can prepare for the ‘great reset’ [Video]

How local marketers can prepare for the ‘great reset’ [Video]

[embedded content] “From a marketer’s perspective, from a retail or restaurant perspective, there is this great reset where you have an opportunity to actually grab market share that you’ve never had before,” Foursquare CEO David Shim said of how the coronavirus pandemic has created a level playing field in which reopening businesses stand to gain on competitors at a fraction of what it might typically cost. During our local intelligence session of Live with Search Engine Land, Shim and PlaceIQ CEO Duncan McCall discussed what Shim refers to as “the great reset,” in which consumers are navigating between their pre-COVID routines, shopping behavior changes due to quarantine, markets reopening and […]

Will publishers drop AMP when it’s no longer a requirement for Top Stories?

Will publishers drop AMP when it’s no longer a requirement for Top Stories?

Google’s Accelerated Mobile Pages (AMP) framework was designed to give site owners a way to quickly deliver their content to mobile users. The company incentivized AMP implementation by making it a requirement for publishers that want their articles featured in Google’s prominent Top Stories carousel. With the recent announcement that Google plans to lift the AMP requirement beginning in 2021, publishers are reevaluating whether their resources are better spent optimizing their mobile experiences to be eligible to appear in the Top Stories section without AMP, or if it’s just easier to continue maintaining AMP versions of their pages. What is AMP? Originally created by Google, AMP is an open-source HTML […]