Coronavirus: Emarketer lowers global ad spend projections for 2020

Coronavirus: Emarketer lowers global ad spend projections for 2020

Worldwide ad spending is still expected to grow compared to last year, says research firm eMarketer, but it has lowered its growth projections by nearly 3%. Worldwide media ad spend will increase by 7.0% to $691.7 billion in 2020 over the prior year, down from the earlier growth estimate of 7.4% to $712.02 billion. The updated spend projections, released Thursday, include digital, directories as well as print, out-of-home, TV and radio advertising. Why we care Changing consumer and B2B behavior during this outbreak is causing marketers in all sectors to reevaluate their near-term advertising spend and allocations. The most recent estimates by analysts and research firms are based on an […]

Nextdoor rolls out Groups and Help Map in response to coronavirus outbreak

Nextdoor rolls out Groups and Help Map in response to coronavirus outbreak

Earlier this week Nextdoor introduced two new features, both of which are intended to support members during the coronavirus crisis. The first is Nextdoor Groups; the second is Help Map, which allows people in an area to indicate whether they need help or whether they’re available to help others who may need it. Coronavirus driving adoption. Groups pre-dates the COVID-19 coronavirus, but the company’s blog post says, “We were still only beta testing Groups in neighborhoods, but there was a sudden flood of them forming organically; the number of groups created on Nextdoor in response to Covid-19 has doubled each day over the past week.” In my area some of […]

Live With Search Engine Land: Top SEOs talk shop, social distancing with Barry Schwartz

Live With Search Engine Land: Top SEOs talk shop, social distancing with Barry Schwartz

With the search marketing community largely holed up in home offices as the country tries to flatten the coronavirus curve, Search Engine Land has decided to dip our toes into the world of online meetups. This Monday, Search Engine Land’s Barry Schwartz will host a live video hangout with personalities within the SEO community including: Daniel Waisberg, Search Advocate at Google Pedro Dias, Managing Partner att APIs3 & Former Googler Lily Ray, Director of SEO at Path Interactive Alexis Sanders, Senior SEO Manager at Merkle The conversation, which kicks off at 2 p.m. EST, will be focused around how Google and SEOs are dealing with the new day-to-day during the […]

COVID-19 checklist for businesses: How to manage your online presence and keep customers updated in a time of crisis

COVID-19 checklist for businesses: How to manage your online presence and keep customers updated in a time of crisis

The COVID-19 pandemic means that pretty much nothing is business as usual. Customers are concerned about how businesses are adapting to the situation — wondering if you’re open, have product available, if those products are safe, etc. There are several steps you should be taking now to ensure your customers can get answers when they’re searching online. Local business listings For local businesses, often it’s a directory listing, not your website if you have one, that’s the first thing your customers will see in Search. Be sure to update your Google My Business listings to highlight how your business operations have changed during this time. “Businesses need to work on […]

Pro Tip: How to develop a content calendar that’s relevant with creative leeway

Pro Tip: How to develop a content calendar that’s relevant with creative leeway

Creating an annual blog editorial calendar can seem daunting, but it doesn’t have to be. Using this three-step process, you can quickly and effectively produce enough blog topics to fill the calendar with four ideas per month, resulting in 48 topics for the year. Not only is this something you can do in an afternoon, but it also ensures each topic is both relevant to overarching content strategy yet broad enough to give content writers some creative leeway. 1. Identify four key audiences Challenge yourself to think of four existing customers that can serve as examples of the types of customers you’d like to land for your company moving forward. […]

A look at Google’s recent COVID-19 related policies in search

A look at Google’s recent COVID-19 related policies in search

There’s no doubting the impact that coronavirus has had on businesses around the world. From retail operations and restaurants shutting their doors completely, to Silicon Valley giants enforcing mandatory work-from-home procedures, the effects of COVID-19 have been widespread. But against a sea of countless examples of sensible brands playing their part to slow the global pandemic and ensure customer and employee safety, are a mix of folks looking to profit by exploiting fear and misinformation online. In a vital step to combating these bad actors, Google recently announced that it would block all ads that appear to capitalize on the virus while helping the World Health Organization (WHO) and other […]

How to optimize paid search and Amazon campaigns for seasonality success

How to optimize paid search and Amazon campaigns for seasonality success

Genevieve Head-Gordon, senior director of account services at digital agency Metric Theory presenting at SMX West 2020. In this time of uncertainty caused by the COVID-19 outbreak, we’re in reactive mode. Whether your company is having trouble keeping up skyrocketing demand or experiencing a rapid decline in leads and activity, businesses are confronting an unplanned “seasonal” event. These days can seem very long, but when this eventually passes, those businesses that started planning for “normal” seasonality will be positioned to come out stronger. Last month at SMX West, Metric Theory’s Genevieve Head-Gordon discussed paid search strategies for preparing and optimizing for peak seasons that can help you be ready. Preparing […]

Make the most of your search budget with call analytics

Make the most of your search budget with call analytics

  Call analytics establish the link between inbound calls and online search, display, social or email campaigns. The specific benefits of using an enterprise call analytics platform include – but are not limited to: Marketing campaign optimization. Inbound calls can be tracked to their marketing source at the keyword, campaign and channel levels, and followed through the conversion funnel to identify the most profitable sources. More efficient marketing budget resource allocation. More accurate attribution will result in marketing budget being more effectively allocated to the most profitable keywords, campaigns and channels. Better sales performance. Inbound calls can be recorded and analyzed to identify which agents and sales techniques close the […]

Search Engine Land Awards Deadline Extension Due to COVID-19

Search Engine Land Awards Deadline Extension Due to COVID-19

First and foremost, to all of our friends and colleagues in the search community, we hope you and your team are doing well during this challenging and chaotic time. Now, more than ever, we believe it’s essential to band together and do what we can to help each other make it through to the other side of this unprecedented situation. In our humble effort to take something off your plate (because we’re sure it’s piled high as it is), we’re pushing the Early Bird deadline to submit your applications to the 2020 Search Engine Land Awards out by three weeks. The new, extended Early Bird deadline is now Friday, April […]

Video: Martha van Berkel talks about structured data

Martha van Berkel runs a company named Schema App and is a schema and structured data maven. In our video interview we spoke about that topic. We talked about the growth of structured data adoption and how much Google is relying on the markup these days. We even talked about how Google says that adding structured data to your pages do not give you a ranking boost yet, but it does give Google more clarity about your content. So does it help Google rank your content? Watch the video below: [embedded content] I started this vlog series recently, and if you want to sign up to be interviewed, you can fill […]