Why SEOs should care about brand

Why SEOs should care about brand

I’ll get right to it. As an SEO I think you should care about brand performance. This isn’t an “I know better than you” post. I don’t. This isn’t a “you’re obsolete” post. You’re not. What I’m going to do here is make a series of statements that I think you’ll agree with and I believe that, together, we’ll come to the conclusion that SEOs should be actively involved in brand decisions. I think we’ll agree on that because we don’t have the option of saying “I’m not getting involved”. Because, like it or not, our brand interest is already affecting the performance we are held accountable for, so our […]

5 tips for starting international PPC

5 tips for starting international PPC

Expanding marketing efforts beyond your home country can be an exciting step. However, branching into new regions with PPC entails much more than simply copying your campaigns and changing the geographic targeting. Don’t rush into setting up international campaigns until you’ve thought out budgeting, channel allocation, account structure, localization, and unique regional concerns. In this article, I’ll expand on each of these points to help you establish a framework for beginning to target other countries. Budget for different costs by country CPCs and CPMs to compete in ad auctions vary widely by country. You can get a rough estimate for projected spend in Google search by adding your keywords to […]

Google adds ‘Black-owned’ business attribute to local listings

Google adds ‘Black-owned’ business attribute to local listings

Verified Google My Business profile owners in the U.S. can now add a Black-owned business attribute to their listings. Business attributes are highlighted as icons when customers view a business’ profile on mobile, as shown below. The new Black-owned business attribute. Source: Google. Why we care Google said it has seen “a surge in online searches for Black-owned businesses” in recent months — a period in which the Black Lives Matter movement gained momentum. Distinguishing Black-owned businesses in local search may help those businesses attract visibility in Search and Maps and gain customers. “With this attribute, our goal is to make Search and Maps more inclusive and help support Black-owned […]

Feedback optimization: A user-first approach to SEO

Feedback optimization: A user-first approach to SEO

In my last post, I shared how UGC (User Generated Content) helped my nonprofit client create authoritative articles that 1.) saved both of us loads of time and 2.) crushed it in search and social. (Update: that same client’s organic blog traffic is now up +776% Y/Y). But the wins don’t stop there. I discovered that users’ comments on the posts themselves not only provide great supplemental content that may help the page rank, but also offer amazing insight into how to further optimize the content. I call this “Feedback Optimization” – the process of using readers’ comments to improve a piece of content for relevancy and user intent. Doing […]

Google Search Console adds image license structured data support

Google Search Console adds image license structured data support

Google has added support for image license metadata for licensable image label to both Google Search Console reports and the Rich Results test tool. Google said on Twitter “we are happy to announce support for Image License structured data in Search Console in addition to the Rich Results Test tool.” Image license metadata. This is metadata and schema that you can use to display licensing information about content that appears in Google Images. Here is what the licensable image label looks like in search: Search Console enhancement report. A new section has been added to the Enhancements reports in Search Console if you use this markup. Google will only show […]

Bing’s new URL Inspection tool: What it does and why to use it

Bing’s new URL Inspection tool: What it does and why to use it

Bing fully launched its new Bing Webmaster Tools Thursday, and with that, a brand new URL Inspection tool. The Bing URL Inspection tool allows you to inspect Bing indexed version of your URLs allowing to detect potential indexing issues due to crawl or not following Bing Webmaster guidelines. Google launched its URL Inspection tool over two years ago in June 2018. How do the two compare? They are similar. Google and Bing’s URL Inspection tools are pretty similar. They essentially do the same thing: help webmasters, developers, SEOs and site owners see potential indexing issues with URLs in their respective search engines. Use both. Even though they are similar, it doesn’t […]

Google blows up ad headline font in new test

Google blows up ad headline font in new test

Google is testing a larger font size in ad headlines. The first headline displays in a considerably larger font on line one with a second headline appearing below it. The test was spotted by PPC hubbub. We have been able to replicate this on the Google mobile app. In the example we captured, only the ad in the absolute top position displays with the new test formatting. In the screenshot below, the Geico ad at the top exhibits the test formatting with the much larger font size for the first headline while the Progressive ad in position two renders with the normal headline font treatment. Google is testing larger fonts […]

Facebook’s default Limited Data Use period ends Aug. 1: How to stay CCPA compliant

Facebook’s default Limited Data Use period ends Aug. 1: How to stay CCPA compliant

On July 1, Facebook automatically opted advertisers into its new Limited Data Use setting for California Consumer Privacy Act (CCPA) compliance. When Limited Data Use (LDU) is enabled, Facebook restricts the way data from users detected to be from California can be stored and processed. The feature is already having a dramatic impact on advertisers. CCPA gives California residents the right to know how their data is being used, what categories of data are being collected and sold (e.g., name, IP address) and the ability to opt out from allowing companies to do so. It doesn’t just apply to business based in California. Like the EU’s GDPR, CCPA applies to […]

Search competition: Who are you really competing with?

Search competition: Who are you really competing with?

Competition is constant. No matter what business you’re in, there will always be other people competing with you for customers, subscribers, viewers, partners, etc. Even Google technically has competition — maybe you found this article through Bing? The point is…you have competitors trying to beat you. Do you know who they are? “Of course, I know who my competitors are!” – You (probably) But do you know who your search competitors are? Do you know who you’re really competing with for organic traffic? It may not be who you think… Search is a unique channel, where competition can shift and change as the search results themselves change. Also, the only […]

Apple, Amazon, Google and Facebook set to preview antitrust defenses before Congress

At a time of unprecedent political polarization, there’s a rare bi-partisan consensus in Congress that the major U.S. tech companies have too much power. That proposition and its implications for the economy will be at the heart of a hearing tomorrow before the House Judiciary Antitrust Subcommittee. Socially distanced video testimony. The CEOs of Google, Facebook, Amazon and Apple will all give socially distanced video testimony, starting at noon Eastern, and be questioned by committee members, which should make for a marathon hearing. Originally scheduled for Monday, the hearing was postponed because of the memorial service for Congressman John Lewis. This will be the first time that Amazon CEO Jeff […]