Google took center stage at the IAB NewFronts in New York City, pitching advertisers on their evolving streaming ad offerings. The big idea: With streaming continuing to fragment audiences across various platforms and services, ad giants are competing to offer marketers unified solutions for reaching those viewers. Why we care: This new means of doing programmatic will allow advertisers to manage video campaigns much more quickly through an already familiar platform. State of play: Google introduced a plan to “rethink programmatic TV” by having advertisers centralize their streaming ad buys through its web-focused demand-side platform, Display & Video 360 (DV360). The company touted DV360’s ability to stitch together fragmented streaming inventory sources, reaching 92% of U.S. connected TV households, according to Sean Downey, Google’s president of Americas and global partners. In one cited case study, SAP used DV360 to reach 29 million unique viewers, with 5.6 million incremental. Between the lines: Google is replicating its strategy of using YouTube as the foundational driver for ad sales across streaming TV, leveraging DV360’s direct access to the platform’s dominant viewership.
Google is adding new measurement capabilities like cross-device conversion reporting for connected TV campaigns. Bottom line: The connected TV ad market is rapidly evolving and highly fragmented. Google is staking its claim as a unified solution, but it remains a wide-open field. Google’s announcement. Display & Video 360 updates from Google NewFront via Search Engine Land https://ift.tt/QxTCmF2
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Looking to take the next step in your search marketing career? Below, you’ll find the newest jobs at brands and agencies in SEO, PPC and digital marketing – as well as positions we’ve shared in previous weeks that are still open. Newest jobs in SEO, PPC and digital marketingDirector of Search Marketing, Tidal Health Group (Remote)
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Note: We update this post weekly. So make sure to bookmark this page and check back. via Search Engine Land https://ift.tt/ridhGf7 Retail Trends Masterclass: Consumer behavior is changing is your marketing? by Edna Chavira5/3/2024 The retail landscape is in flux. What may have worked for retail marketers just a few years ago may no longer have the same impact today. Why? Buyer journeys are evolving, spending habits are shifting, and, notably, the savviest marketers are accounting for these changes. Success for the modern retail marketer hinges upon a deep understanding of consumer behavior and a willingness to explore bold marketing strategies. Join Marigold’s Retail Trends Masterclass to discover:
RSVP today for the Retail Trends Masterclass: Consumer Behavior is Changing, Is Your Marketing? to learn how to navigate these shifts and deliver on the increasing consumer expectations. via Search Engine Land https://ift.tt/TJ3RUhj Google’s March 2024 core update will hands down be one of the most talked-about SEO topics of the year, if not the last few years. There’s so much around the update, from its length to the death of the helpful content update (HCU) to all of the quality issues on the SERP (talking about you, Reddit). There is going to be a lot said about this update. Here are a few things I wanted to share based on data Semrush shared with me, scouring through hundreds of SERPs and looking at the ranking patterns along with the sites themselves. To be clear: none of this is definitive. The following analysis is what I’ve seen and my interpretations. 1. Analyzing this update is hardAnalyzing the Google March 2024 core update difficult for many reasons. Even just understanding what happened in terms of the HCU and integration (or lack thereof) into the core is a whole basket of confusion for various reasons. The other elephant in the room is how long the update took to roll out, which presents a heap of complications compared to traditional data. For example, one of the “metrics” tool providers show is the level of “peak volatility.” As I’ve mentioned at various times (including SMX Next 2023), this metric is often the least telling when gauging the impact of an algorithm update, but it can still help paint the overall picture. I’d say, in this case, it’s almost entirely irrelevant. If you look below, the levels of peak rank volatility seen during the March 2024 core update are actually lower than what Semrush tracked back during the November 2023 core update. Shocking? Not really. The March 2024 core update was a very different update. It wasn’t about a quick week or so burst of intense algorithmic activity – it was a prolonged series of many moments of algorithmic intensity. Looking at a “peak” moment in time (in our case, one out of 45 days) is not how this update should be analyzed. The same applies to another metric that is often pretty telling: volatility change. This data looks at the levels of rank fluctuations during a baseline period (a period of relative calm) and compares them to the level of fluctuation seen during the update. Looking below, it turns out the March 2024 core update and the November 2023 core update show the exact same amount of relative change per Semrush: Here, too, the metric relies on comparing one moment in time to another moment. With the March 2024 core update, it’s not about specific algorithmic moments that can be analyzed but the whole shebang. It all makes gauging the impact of Google’s March 2024 core update far more difficult than usual (and it’s usually very difficult). 2. Huge movement at the bottom half of the SERP across the webI must have looked at around 300 SERPs and the ranking patterns of the top 20 results over the course of the entire update. One of my early observations was that there was a ton of movement toward the bottom of “page one of the SERP” but the top results didn’t seem to see any increased volatility relative to other updates I’ve analyzed. That’s not to say sites were not impacted by key ranking losses at the top of the SERP. I’m saying that, overall, I expected to see more movement at the very top of the SERP. (If you’re screaming, “No, I’ve seen crazy ranking swaps at the top of the SERP you fool!” you’re not wrong – I’ll get to it.) This assessment seems to be corroborated by the data Semrush provided me. If we look at the percentage of URLs ranking top 10 post-update that prior to the update didn’t crack the top 20 you’ll see a disparity between the March 2024 core update and the November 2023 core update: In November, 6.46% of the URLs ranking in the top 10 came from beyond position 20. That number jumps noticeably to 9.38% in March. To me, this is more telling than peak volatility or volatility change. It’s the analysis of where things were and where they ended up over the course of the update. It’s not just looking at a one-shot moment in time. It also helps to see how drastic the rank volatility was and whether Google was really rewarding what it hadn’t known to reward before. That said, the same pattern doesn’t hold true when looking at the top 5 results: Among the top 5 results, the gap between the March 2024 core update and the November 2023 core update is far less significant. This would point to the March 2024 core update not being disproportionately potent relative to other core updates where it matters most – the very top of the SERP. (Again, when looking at it through this very specific lens). It also points to what I saw and mentioned before – the update was heavy-handed toward positions 6-10. Beware – this is a horizontal data analysis that was meant to try to sweep across the web – it’s very normalized. We still need to dig a bit more “vertically” and that’s part of what makes analyzing this update so hard. 3. The aggregate data only tells one part of the storyWith this update in particular, I think you can’t just sweep across the web and look at the top-level data. It’s, in a weird way, too normalized. Looking at the web horizontally includes sites that lost and gained rankings but mostly includes sites that did not do much of anything. To get a better understanding of the update, you have to hone in on who was impacted and the nature of that impact. That’s a more vertical and qualitative analysis. From what I see (again, it’s just what I see, and it’s anecdotal at that), the March 2024 core update had a bite to it that you don’t always see with a core update. Below is a site that slowly started to see growth in September 2023 (ironically right around the September 2023 helpful content update) and really took off in Q4 2023 (suspiciously so, but I have not dug enough to say that with any confidence). The March 2024 core update destroyed it. Since I mentioned the September 2023 HCU, below is a site that saw a ranking reward with the August 2023 core update but a loss with the September 2023 HCU a month later. The March 2024 core update all but finished it off. There does seem to be a bit of a pattern with sites getting hit by the September 2023 HCU and seeing subsequent losses with the March 2024 core update: My personal theory is that no, Google did not throw away the HCU. It makes zero sense to me that they invested so heavily to create the construct only to throw it in the trash can. What I personally think happened is the classifier used by the HCU was built upon and serves as the foundation of the now multifaceted way Google algorithmically assesses helpfulness. Think of it like the Model T. No, the Model T is not produced anymore, but the process used to mass-produce it serves as the basis and foundation for mass-producing the cars we drive today. For the record, not all sites got hit; some got rewarded. Here’s a site’s informational content folder getting a massive uplift with the March 2024 core update: So how ‘big’ was the March 2024 core update?Trying to size up any algorithm update is such a precarious task. All the more so with the March 2024 core update. I hate to use the age-old SEO cliche, but it depends. It depends on how you look at it. Do you define the impact of the March 2024 core update by its reach across the web as a whole? If so, there are indications that it was more potent than your typical update but not definitively so. However, if you define the impact of the March 2024 core update by its ability and tendency to be heavy-handed, then the March 2024 core update, by all accounts, seems to have had some extra bite. My personal take: there was something different about this update. If you combine it all, the extra bite the update had in negatively impacting sites, the extra rank volatility seen at the 6th – 10th rank positions, etc., paints a picture of what is a very “unique” update. via Search Engine Land https://ift.tt/TJ4kCZ7 Google expanded Performance Max to help merchants drive sales directly through online marketplaces, such as Amazon. The big picture. Performance Max for Marketplaces allows sellers to create Google ad campaigns that send traffic to their product listings on third-party ecommerce platforms, without needing a website or Merchant Center account. Why we care. For marketers with established marketplace sales, this represents a potentially big new piece of their Google Ads strategy. With no need for a site or merchant center, the cost is much lower than most other types of Google Ads tactics (i.e., a massive opportunity for small businesses with a limited budget). How it works. After connecting your Google Ads account to a supported marketplace, merchants canlaunch fully-automated Performance Max campaigns promoting their marketplace product catalog across Google’s advertising channels. Key benefits. Google shared three:
Conversion tracking. This is handled by the marketplaces themselves. Only sales for the merchant’s own products count – not purchases from other sellers. Availability. Performance Max for Marketplaces is limited to “select marketplaces.” Google said it’s “working to add more marketplace platforms.” via Search Engine Land https://ift.tt/ur0LfEp Googleâs local search results have been shifting quite a bit since the start of 2024. As with the rise of Reddit and other forums, Google is trying to serve users more relevant and relatable content â and in the local space, that means showing users more localized content. Specifically, we have seen a major shift in the pages Google shows for searches they think have a local intent. We are now seeing an influx of localized service area pages showing on the SERPs instead of generic, non-location-specific pages and homepages. Take this example of what the SERP in Altamonte, Florida looked like in November 2023 for [personal injury lawyer] â mostly generic pages, a homepage and even a Wikipedia article. Flash forward to March, this same SERP is almost exclusively full of service area pages for the specific city Iâm searching from. With this clear shift to more localized SERPs, businesses should invest both in improving their current service area pages and building new service area pages targeting the cities/towns where they want to generate more organic leads. How to optimize local pages to win more local trafficAll of your service area pages should target your most important keyword patterns, along with any long-tail supporting keywords you want to rank for in those areas (i.e., â[service] in [city]â). You should also add instances of ânear meâ type phrases to help the page show up for ânear meâ searches, which weâve tested and found still works well in organic search. You should write about your most important services on each page and link to the generic service pages if needed to provide more context. Donât sleep on internal linking to and from these service area pages to help Google and users navigate your most important content. For example, you will likely want to link to all your service area pages on your Google Business Profile (GBP) landing page, your homepage and relevant service pages. If you have more than one GBP landing page, link to the service area pages closest to that GBP location. Dig deeper: Local SEO in 2024: 6 simple ways to dominate local search Does duplicate content work for service area pages?Many people worry about duplicate content when creating many service area pages. There are only so many unique ways to talk about your most important services. In reality, duplicate content really isnât an issue, as Google likely will not penalize your site for having it, and it actually works when it comes to ranking service area pages in multiple locations. The one con to this tactic is that it will likely not work well in competitive markets. How does one combat that? Provide unique, real-world value that people in the local area will connect with on each page. This can look very different depending on your industry. Generally, you can provide local value by adding some or all of these elements to your service area pages. Letâs take a look at a few ways to add relevant local content to your service area pages to make them unique while also being helpful to users: Customer reviewsI cannot understate the power of user-generated reviews. Highlighting city-specific reviews on your service area pages can be a game changer. You can source these reviews directly from Google or other third-party sites where people already leave reviews. Sites like Yelp and NextDoor add the location a reviewer is from to the review itself. You only need to manually source a few per SAP. If a reviewer on Google or another site mentions their city directly in the review, that would be even better! Long-format client testimonials are also a great way to highlight a job well done by a happy customer in a particular city. Bonus if you can get video testimonials â those are gold! Dig deeper: How to get reviews for local SEO: The must-do list Case studies and jobs completedUsing case studies from completed jobs or clients served in your area is an excellent strategy for adding distinctive content to your service area pages. It showcases the exceptional work your company does locally. People love to see examples of work youâve done, and providing that right on the page they are likely to land on is a great way to instill trust and showcase expertise immediately. In your case study, you can include:
Dig deeper: How to create local content that builds trust and drives sales Unique photos + videosOn top of case studies, add photos/videos of completed jobs or the clients you have worked with in the area. Users love consuming before and after photos for anything home service-related, so give the people what they want right on the service area pages! This is also a great way to showcase your expertise. If you have employees or technicians dedicated to serving a specific service area, with their permission, add their photos directly to that page. This:
To instill even more trust, you can add photos taken by actual customers to these pages, too. Photos taken by customers can be an important decision-making factor in certain industries, per BrightLocalâs 2023 Local Business Discovery and Trust Report. Consumers also rated photos taken by the business and photos of staff as important factors that help them make a decision on whether to trust a business enough to call or book a service. There isnât one type of photo that rules them all, so having as much variety on each page as possible can help convert more users into customers. City-specific statisticsYou can also add statistics from your business data related to that particular city. This provides unique, real-world data that Google hasnât seen before, which is a great way to set yourself apart from the competition. You can add data around:
Cost dataâCostâ keywords are a great way to drive more traffic to your service area pages. Not only do âcostâ related keywords get searched a lot, but we have found they convert well, too. Adding cost/price data directly to your service area pages is a great way to rank for these types of searches across your service area. You can phrase it like, âhow much is [service] in [city]â. Related businesses in the cityWe have seen that adding related businesses in the local area helps boost local signals on service area pages. Over time, these pages gain traction in the SERPs, and they can be extremely helpful for the user. For example, a realtor who sells a home will likely recommend various home service businesses to the new homeowner. It makes sense for them to recommend local roofers, lawn care companies, HVAC experts etc. Since they are likely to already give those recommendations to clients anyway, why not add them directly to the service area pages? This can also be a great way to build relationships with other small businesses in your community. You probably already know some of them and would refer business to them, so add them to your site. If you donât know anyone, research the âbestâ adjacent companies in your area and reach out to them. Build a real-world connection, then add them to your website when confident. Also, let them know you did this. So, what exactly should you add to the SAP about them? Add their business name, the main point of contactâs name, address, phone number and website. Make it easy for users to contact them. Prioritize what cities you create service area pages forSuppose youâre a multi-location business, especially one operating in multiple states. In that case, there are likely many cities you want to create service area pages for, but only a finite amount of time and resources. A few things to consider when determining what cities to write content for are: Check GBP data
Competition in the area
How far away customers are willing to drive
Another thing to keep in mind is the value of each sale. One sale can mean thousands of dollars for high-sale-value businesses like personal injury lawyers. So, investing the time to create a service area page in a low-competition area may only result in one case, but that one case could be worth a ton. Yes, service area pages do convertSometimes, clients wonder if service area pages will produce conversions. In my experience, the more localized a page is, the further down the conversion funnel users who land on it tend to be. The right mix of CRO can produce leads like crazy. Even before the shift in local SERPs, service area pages were one of the top-converting pages on many of my local business clientsâ sites. Now, the trend is compounding, and I am seeing service area pages bring in more onsite conversions than ever before. Especially for multi-location businesses operating in multiple states, service area pages can be a game-changer and save you some money in the long run, as you wonât be forced to run ads all the time across your service areas. Take this example, where onsite conversions from organic traffic have increased 7% YoY, largely thanks to service area pages, despite organic traffic being down sitewide. Note the â24/7 emergencyâ page, which is a nationally targeted page, took a dip in traffic and conversions YoY, as did most of their generic pages. Dig deeper: Local SEO success: How to track rankings, conversions, calls via Search Engine Land https://ift.tt/caJ3tDs Content marketing can be a powerful tool to drive customers, but many business owners find that their content earns little... The post A Simple Guide To Content Marketing For Small Businesses appeared first on Copyblogger. via Copyblogger https://ift.tt/D8t6myI There seems to be this new “thing” emerging online. I’m not sure whether you’d call it work shaming or effort shaming, but people are being called out for wanting to work more. Don’t get me wrong – burnout is real. No one wants to see anyone get to that stage. But there is a real difference between working because you have to and working because you enjoy your work. Passion vs. obligationI spoke to a technical SEO professional, let’s call her Jo, as she wanted to remain anonymous. She works for a fairly well-known SEO agency in the UK.
But recently, Jo has felt like she has to hide the fact that she’s working outside of traditional working hours.
I asked her about burnout and whether she felt pressure to work long hours.
Turn to any social media platform, and you will find posts and videos from people talking about balancing work and life, avoiding burnout and maintaining well-being. These messages, while well-intentioned, seem to paint all extra work outside normal hours as detrimental, neglecting the joy it brings to some. Jo, like many professionals, finds personal satisfaction in her work. Her story highlights a growing disconnect between societal expectations and individual work ethics.
This emerging trend of “effort shaming” raises important questions about our attitudes toward work and leisure. While advocating for healthy work limits is crucial, there’s a thin line between preventing burnout and undervaluing genuine enthusiasm for one’s profession. In an era where personal and professional lives are increasingly blended, the concept of work as a purely contractual obligation is becoming outdated for some people. Critics of this new “shaming” trend argue that it may discourage people from pursuing excellence. There is the belief that individuals who engage deeply with their work often experience higher levels of satisfaction and mental well-being. As we navigate these complex social dynamics, it’s essential to foster a culture that respects diverse work styles and recognizes that work is more than just a job for some. The challenge lies in balancing advocacy for mental health with respect for individual work preferences and motivations. Ultimately, understanding and flexibility may be the keys to effectively addressing burnout and effort shaming. Dig deeper: The secret to work-life harmony in SEO: Setting boundaries Striking the right balance: Signs of burnoutWe need to be careful in finding this balance. It is not always obvious if a love for work is tipping over into something more damaging. We can all be aware of our colleagues around us and look out for any warning signs. Some of the signs to watch out for include a noticeable drop in energy levels or enthusiasm compared to their usual self. They may begin to express a more pessimistic view towards their work and life in general, often seeming irritable or unusually critical. Isolation is another red flag; those experiencing burnout might start withdrawing from social interactions, which can manifest as skipping team meetings or social gatherings they once enjoyed. Their work performance might also suffer. Tasks they would handle efficiently before might now seem to overwhelm them, or you might notice an increase in errors or missed deadlines. It’s not just about being busy; it’s a deeper change in how they cope with everyday work pressures. The company’s role: Supporting employee well-beingSimon Rhind-Tutt from Relationship Audits believes that companies need to do a better job of identifying the signs of burnout and supporting their staff and that many of them don’t currently do enough.
This can help to prevent workload from creeping up too much before it becomes a problem. Burnout is a real issue, but it can be really difficult for many managers to see the difference between someone who thrives on long hours and those who feel an obligation to maintain a certain level to stay on top of what is often an unachievable to-do list every day. I asked Rhind-Tutt what approach businesses could take to better demonstrate what is and isn’t expected.
Recognizing burnout within yourselfIdentifying burnout in ourselves requires self-awareness that can sometimes be clouded by the very stress we’re trying to manage. It often begins subtly, sneaking up as a series of bad days that gradually morph into constant fatigue and disillusionment. Initially, you might notice a significant drop in energy levels. This isn’t just the usual end-of-day tiredness or the feeling you get after a particularly trying client meeting; it is a profound exhaustion that doesn’t seem to go away with rest. You wake up as tired as when you went to bed, and your reserves feel perpetually low. Things can start to shift emotionally, too. You might find yourself feeling more cynical and less hopeful about your work. Tasks and projects that once sparked interest or pride might now provoke a sense of dread or a dismissive attitude. You could catch yourself feeling unusually irritable, especially about aspects of your job that used to be manageable or even enjoyable. This is very different from the scenario Jo describes, in which she is enthusiastic about work and eager to get the laptop out. Another indicator that things are going too far is a sense of detachment that wasn’t there before. This might mean isolating yourself from colleagues and dreading interactions that involve your work. You feel like you’re just going through the motions, as if you’re watching yourself from a distance, unable to engage fully with your role. Performance will undoubtedly take a hit as well. You may notice a decline in your productivity or the quality of your work. It becomes harder to concentrate, and procrastination might set in, not out of laziness but as a form of avoidance. This all impacts your overall outlook. You might start questioning the value of your work or feeling stuck in a loop, wondering if any of it really matters. This is a strong signal that your engagement with your work is not just waning – it’s wearing thin to the point of breaking. Recognizing these signs is crucial, not just for your professional life but for your overall well-being. Identifying burnout early can help you mitigate its impact by adjusting your workload, seeking support, or finding new strategies to inject meaning back into your work and life. If you find yourself in this position, speak to your line manager, and if you don’t gain the support you need, then take it higher. It’s too important an issue to be kept hidden away. It’s something that will only get worse if not addressed. Dig deeper: How to avoid search marketing burnout Creating a healthier work environmentIt’s ironic that this “work shaming” trend only adds stress and overwhelm to those who simply love what they do. This connotation aligns with the hustle culture of no sleep, high levels of productivity and time for little else. But working long hours doesn’t mean you can’t enjoy life!
Maybe that’s the distinction: working long hours because you want to and gain massive satisfaction from doing so. On the other hand, feeling pressured into working long hours or knowing you won’t get your work done if you don’t because your workload is too high are very different scenarios. So, instead of shaming, why don’t we acknowledge and support those struggling at work and those who want to do more? We are all different people who have different ambitions and goals in life. We can all do more to appreciate and accept every person, regardless. You could argue that it is the responsibility of the business to ensure that, as much as possible, their staff feel valued and appreciated and aren’t heading toward an unhealthy relationship with work. But it’s also the responsibility of each of us to do the same. By respecting and looking out for our colleagues, we can all create a much healthier culture at work and at home. Dig deeper: Understanding quiet quitting in SEO – the silent exodus via Search Engine Land https://ift.tt/9vU2B0t Google and the Department of Justice are presenting their closing arguments today and tomorrow in the government’s landmark antitrust case against the company that owns a global search monopoly. Rewind. The 10-week, high-stakes legal battle probed the business practices of Googe Search last fall.
Why we care: The outcome of this case could forever change how Google operates, which would have downstream impacts on search marketers. The ruling could lead to a leveling of the advertising market, meaning lower costs and more choice. What to watch: The DOJ will summarise its significant allegations against Google on Thursday and Friday. Allegations come down to these three main points:
The other side: Google rejected accusations of anticompetitive conduct, asserting that users prefer its best-in-class search engine and that its dominance is not due to any alleged monopolistic tactics.
Bottom line: This landmark case carries existential implications for Google’s core search business if the DOJ prevails. What’s next: After closing arguments, Judge Amit Mehta will weigh the liability case before him. One potential (though unlikely) outcome could be a breakup of Google, which will be determined later if he rules against the company. via Search Engine Land https://ift.tt/RlJMbta HouseFresh, a small, independent product review website that called out Google after being consistently outranked by larger publishers – has lost 91% of its Google traffic following the March 2024 core update. In a new blog post, HouseFresh has virtually disappeared from Google Search results. Now what?, Gisele Navarro highlighted ongoing issues with Google’s product search results favoring “affiliate-focused SEO content” from big media brands, what they’ve learned and what’s next for the site. Why we care. There has been a lot of anger about Google killing websites and industries in the wake of the March 2024 core update – and more is on the way in the form of Google’s new reputation abuse policy, which goes into effect after May 5. Keyword swarming. Big media brands (e.g., Dotdash Meredith, Forbes) are using a tactic called “keyword swarming” and flooding the web with subpar content, yet dominating Google’s search results.
Traffic loss. HouseFresh also revealed how much traffic it has lost since October:
Google doesn’t owe HouseFresh traffic. Navarro acknowledged that “Google doesn’t owe us anything. We don’t simply deserve to get search traffic because we exist or because we say we should.”
History repeats itself (again). SEO pioneer Mike Grehan discussed a similar experience that occurred at a search conference right after Google’s huge Florida update in 2003:
None of this is new. People have complained about Google driving them out of business for 20+ years. That won’t make HouseFresh feel better – but the reality is Google doesn’t owe you traffic, rankings or a living. What’s next for HouseFresh. Navarro promises to be “relentless” on every platform where it makes sense for them to be. Sounds a bit like diversification, doesn’t it? via Search Engine Land https://ift.tt/ANO2YcM |
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