A hub and spoke content marketing strategy can help you boost keywords rankings, increase website traffic and enhance downstream metrics like conversions, leads and sales. Join Conductor in a live webinar and learn the basics of a hub and spoke model. You’ll also take away a four-step process you can use to rank higher. Register today for “4 Steps to Ranking Higher on Google with Hub and Spoke Content Marketing” presented by Conductor. The post 4 content marketing steps that will help you rank higher on Google appeared first on Search Engine Land. via Search Engine Land https://ift.tt/o9L7vEK
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Companies are publishing more content than ever before, and it’s a trend that’s only growing. Case in point, over 60% of marketers expect their 2022 content budgets to increase from 2021. So how can you ensure your content stands out when the pie slices keep shrinking? The good news? There is a magic bullet to put your content strategy into autopilot and generate more qualified leads without barely lifting a finger! Joking. You’ll have to regularly lift many fingers. The hard truth that most insiders try to spin is that executing a successful content strategy takes lots of work. So what’s the actual good news? Well, there’s busy work, and then there’s smart work. Businesses previously won at content marketing by doing content; push out enough semi-relevant, keyword-stuffed content and you’ll move the needle. Today’s landscape is too competitive for old strategies to deliver the same results. The way to win at content marketing now is to do it well and with intention. Join Carlos Meza, CEO at Crowd Content, and Rand Fishkin, CEO of SparkToro, for their joint webinar “How to Win at Content Marketing in 2022 and Beyond” on May 18th at 2:30 p.m. EDT. They’ll share exactly what kinds of intentions you’ll need to drive results and what strategies to pursue to realize those intentions. You’ll learn expert tips on how to effectively create, distribute and amplify your content so it can cut through the noise, reach the right people and produce real brand awareness. Designing a content plan tailored for your company isn’t effortless, but with the right insights at your disposal, you’ll gain the confidence required to move forward with smart intentions. Not only do you need quality content at scale that provides value for your target audience, your content also needs to provide value to you. How can you create content that makes you discoverable when so much competition pumps out content too? How can you align your content goals with your business goals to verify that your content works with purpose? And how can you combat search engines monopolizing leads on their own platforms away from your website and find relevant influencers to instill trust in your brand & build your reputation? “How to Win at Content Marketing in 2022 and Beyond” will address these topics to help you grow your business. Register for the webinar today to start developing a content strategy that actually works. The post Why your content strategy isn’t working and how to actually break through appeared first on Search Engine Land. via Search Engine Land https://ift.tt/btzKUT4 Automation has dramatically changed Google Ads and the other big ad platforms in recent years. In many ways, automation has made our lives easier. For example, I don’t miss the days of manually adjusting bids for each keyword in my account. However, as machine learning has become an integral part of campaign management, it’s natural to feel a loss of control. To ensure that you maximize the positive impacts of automation – while maintaining the necessary level of autonomy – marketers need to revisit their account structures. The media plans we are trying to deliver for our brands/clients often contain multiple objectives or lines of business, making the account structure even more important. What follows are some tips on how you can alter your account structure to strike the perfect balance. We’ll start with the most granular level of account organization and work our way up. Ad groupsAs has always been the case, ad group organization should marry keywords to the message/offer you plan to deliver. Make sure the message and landing page are tightly correlated to the keywords in the ad group. Ad relevance and landing page experience are critical components of ad rank, which determine your position on the page and the price you pay for clicks. With Expanded Text Ads, it made sense to break out granular ad groups so that you could incorporate high-volume keywords into the ads (and thus, improve your ad relevance); however, with responsive search ads becoming the default ad type in July, there may be an opportunity consolidate ad groups, as you can incorporate a wider array of messages within a single ad. If pursuing this model, I recommend organizing keywords based on the landing pages you plan to drive to. While some advertisers may prefer to maintain their current approach to ad group segmentation, it is important to consider your team’s ability to develop strong, relevant RSAs at scale. The best practice our teams use is at least 10 headlines and four description lines for each RSA. Compared to the ETA, that’s a lot more time you need to spend writing compelling copy. Consolidating your ad groups & leaning on the automation behind RSAs can provide operational efficiencies for your team, especially if you are managing campaigns across multiple product lines or geographic markets. CampaignsCampaign structure is where SEM becomes more of an art than a science. There is no right such thing as the “perfect” campaign segmentation strategy; however, there are a couple of key facts about campaigns that should influence how you set up your account:
Think about your campaigns as tactics to support the broader goals of your media plan. You can specify a portion of your budget to allocate to the campaign, and you can optimize toward a specific goal with a campaign-level bidding strategy. Ensure that the keywords and ads within your campaigns are designed to achieve the same goal. Common segmentation strategies include:
You will need to assess which segmentation strategies will help you meet your marketing goals. Keep in mind that you can use a combination of the segmentations. When splitting out campaigns more granularly, you effectively provide your team with more control over the spend mix across the account. This is how you can provide some guardrails that would otherwise be unknown to bidding algorithms. These can be business-related nuances in strategy (e.g., a focus on competitor keywords for the month) or optimizations to enhance the output of your campaigns based on your own analysis. An easy place to start when considering more granular segmentation of campaigns is keyword match types. Using an example, we’ll show how a more granular campaign strategy can result in a more optimized spend mix and stronger overall performance. Though the algorithm effectively achieved our tCPA goal, clearly there is an opportunity to optimize this spend mix toward exact match keywords, where we are driving the most cost-effective conversions. By splitting the keywords into separate campaigns and structuring our campaign daily budgets in a way that we are prioritizing the exact match campaign, we can drive aggregate lifts in efficiency while still meeting our investment goals. One last word of caution: be careful about getting too granular with your campaign delineations. If you get too aggressive with the campaign restructures, you will see a negative impact on the ability of the campaigns to leverage machine learning. Portfolio bidding can help overcome this; however, my recommendation would be to ensure you have at least $25-$50 spend/day in each campaign. If your campaigns are regularly spending less than that, you may have been too aggressive with the segmentation of campaigns. Leverage platform automation more effectivelyReady to alter your account to leverage platform automation more effectively? Here’s how to do it:
The post How to optimize account structure in an era of automation appeared first on Search Engine Land. via Search Engine Land https://ift.tt/YFvJTHV Microsoft Advertising this week announced several new features at their yearly summit event, Microsoft Advertising Elevate 2022. The announcements include: Cash back promotions. The biggest announcement at Elevate was the addition of cash back promotions. Microsoft has been working feverishly on Edge and Rewards, and this has now matriculated into ads. This is a new ad offering that will incentivize shoppers via a rebate upon purchase. Microsoft will choose the “right amount of cashback for the right ad and right user” allowing for advertisers to gather the best possible return on ad spend. There was no information on where the cash back comes from – either Microsoft Rewards or the advertiser, but this does appear to be dynamic. Ad Creator. Creating eye-catching ads may soon become easier with Microsoft Advertising’s new Ad Creator. This will allow advertisers to find stock images, pull images from your site and also edit photos directly within the tool. This should save time (and money), making it easier for advertisers to leverage imagery.”We see that visual ads can lead to more engagement, quantified by higher click-through rates (CTRs),” Microsoft said. Other considerations. Microsoft has also strengthened its commitment to multimedia ads and vertical ads, which are newer ad types. The visual search ad type, multimedia ads, helps advertisers grab attention and Microsoft shared that the security solution ADT “decreased overall cost per click (CPC) and achieved a 9.5x higher ROAS.” Meanwhile, Microsoft said vertical ads will soon include financial advisors, doctors and clinics, legal service providers, and mortgage lenders. Why we care. The cash back promotions is an enormous benefit for retail advertisers. The visual tag within the ad stands out and should increase CTRs. With the new Ad Creator, Microsoft is further cementing its lead in visual ad options. The ability to edit photos within the tool is a unique (and welcomed) change. Advertisers should be hopeful with the new innovation that Microsoft is bringing to the table and should definitely take a deeper look at the platform. The post Microsoft Advertising brings cash back incentives to ads appeared first on Search Engine Land. via Search Engine Land https://ift.tt/VPKFfIE LinkedIn is adding links on profiles that have enabled creator mode. The goal is to increase visibility for a creator’s business, personal website, online store, event or another type of resource, according to LinkedIn. Where it appears. The link will appear in the introduction section, beneath your user name and description and above your number of followers and connections. The link will no longer appear on your profile if you turn off creator mode. Coming soon. Not every creator has this feature today, according to the announcement by Andrei Santalo, LinkedIn’s global head of community and creators. But if, like me, you can’t add a link yet, LinkedIn tells me they are rolling out this feature over the coming weeks to both the web and app. How to get it. First, make sure you have Creator Mode turned on. Then:
Why we care. This is a good way to get some extra clicks and traffic to your website from LinkedIn, with customizable anchor text you can use as a call-to-action. Although the links will presumably be nofollowed, a nofollowed link can be valuable, as long as it drives relevant traffic. The post LinkedIn is rolling out a new website link feature appeared first on Search Engine Land. via Search Engine Land https://ift.tt/AOz0C1M The post 20220429 SEL Brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/CHGzxBv Not all SEO tactics are created equal. In fact, many SEO teams spend time working on issues that rarely move the needle. If you want to generate impression share, drive clicks and bring intent-driven traffic to your site, you need to learn and implement these five core SEO tactics today. To learn more, register today for “Outrank in Organic Search with These 5 Core Tactics,” presented by Strategic SEO Solutions. The post Outrank in organic search with these 5 core tactics appeared first on Search Engine Land. via Search Engine Land https://ift.tt/tDwLdvA In 2019, Microsoft Bing announced new Bingbot user-agent names that fit better with its evergreen Bingbot crawling and rendering service. Microsoft’s Fabrice Canel has now said that by the Fall of 2022 the old user-agent will stopped being used and the search company will transition to the new user-agents fully. Old user-agent. Microsoft said it will stop using its historical user-agent by Fall 2022. That user-agent looks like this: New user-agent. Bing will use a user-agent that identifies the specific version of Microsoft Edge is crawling your site. Here is the format for both desktop and mobile: Desktop – Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; bingbot/2.0; +https://ift.tt/yX8IgkN) Chrome/W.X.Y.Z Safari/537.36 Mobile – Mozilla/5.0 (Linux; Android 6.0.1; Nexus 5X Build/MMB29P) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/W.X.Y.Z Mobile Safari/537.36 (compatible; bingbot/2.0; +https://ift.tt/yX8IgkN) “W.X.Y.Z” will be substituted with the latest Microsoft Edge version Bing is using, for eg. “100.0.4896.127″. Do we need to worry? Most sites do not need to worry. Microsoft said “For most web sites, there is nothing to worry as we will carefully test the sites to dynamically render fine before switching them to Microsoft Edge and our new user-agent.” But if you have hardcoded any user agents into your scripts, you will need to revise those scripts to ensure BingBot can continue to crawl your site. How to test. Bing previously said you can test it by installing the new Microsoft Edge browser “to check if your site looks fine with it.” Bing said “if it does then you will not be affected by the change.” “You can also register your site on Bing Webmaster Tools to get insights about your site, to be notified if we detect issues and to investigate your site using our upcoming tools based on our new rendering engine,” Bing added. Bing added “we will carefully test websites before switching them to our new user-agent Bing Webmaster Tools URL Inspection has already started using the new desktop user-agent for the Live URL Test to help you investigate potential issues.” Google also. Google is also migrating to the new GoogleBot this month. Google is currently testing the new user agents, so you may be able to see them in your log files. I do not believe it is fully rolled out yet for Google. Why we care. You probably should have been prepared for this change, since it was announced back in 2019. But in any event, this change can impact your site if you had any user agent detection methods for BingBot. Make sure to test your site to see if it supports the new user-agent. Most sites probably do not need to worry about this but you have done any advanced bot detection, you may need to take steps to update those scripts. The post Bingbot user-agent change coming in the Fall of 2022 appeared first on Search Engine Land. via Search Engine Land https://ift.tt/fq34IuC You’re likely learning how to build trust in relationships, because know, like, trust are the three things that fuel content... The post How to Build Trust in Relationships with Content Marketing appeared first on Copyblogger. via Copyblogger https://ift.tt/wBVOyZv Google is giving users the option to see three more types of ads less often:
The company today announced a global expansion of user controls that were introduced in 2020, which limited alcohol and gambling ads. YouTube and Google Display ads. Initially, users could only limit alcohol and gambling ads on YouTube. With today’s announcement, users can now also limit these ads on Display. Users can also choose to limit the three new ad categories on both YouTube and Display. Fewer, not zero. There’s an important distinction here: Google only limits these types of ads. That doesn’t mean a user will never, at some point, see a weight loss or gambling ad. It simply means they will see “fewer” of them. As we noted in 2020, short of an ad ban, it’s nearly impossible to guarantee that a user who opts out will never see an ad in one of these categories. Given the sensitive nature of these categories, there may be additional restrictions, depending on your country. How users opt-out. This feature can be found in users’ Ad Settings, under the Google Account dashboard. Here’s what it looks like: More to come? Google seems to be considering expanding this feature further. According to Karin Hennessy, Group Product Manager for Ads Privacy: “People want more control over their ads experience, including blocking ads or categories they prefer not to see. Providing transparency and control has always been a priority for us so we’re expanding our tools, enabling the choice to see fewer pregnancy & parenting, dating, and weight loss ads. We’ll continue to listen to user feedback and study which categories to expand this feature to in the future.” Why we care. This is a good move on Google’s part to allow users to limit the types of ads they see in sensitive categories. Because it’s opt-in, people need to know about the option and take the time to do it. I’ve asked Google how many people use the ad limitation feature and will update the article if/when I hear back. The impact on marketers should be minimal. At worst, these controls may actually result in better ad targeting, as it should prevent people who are highly unlikely to convert from seeing your ads. The post Google lets users limit three more types of ads on YouTube, GDN appeared first on Search Engine Land. via Search Engine Land https://ift.tt/N61hqwC |
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