For years marketers have been promised that technologies like programmatic will unlock efficiencies, freeing them up to focus on more creative work. Google’s Michael Bailey explains how his team is making that promise a reality.
Back in 1930, the economist John Maynard Keynes made a bold prediction for the not-so-distant future: thanks to technological advancements and the resulting productivity gains, we’d all be working 15 hours a week. Almost 90 years later, the average American is working more than double those hours.
Does that sound familiar to any marketers? For years now, we’ve been told that marketing automation technologies like programmatic will unlock efficiencies, freeing us up to focus on more creative work. That vision has also yet to materialize.
So a short while back, my colleagues and I at the Google Media Lab — the team that manages the media strategy for Google’s advertising campaigns — laid out and started enacting a plan that we think will make that vision a reality. – Read More
Landing pages can make or break your digital marketing.
If you’re looking to gather leads for your business, you need to have a landing-page strategy. Like every other marketing tactic, this can be done well or it can be done poorly. To see the greatest return on their investment, businesses need to build effective landing pages, then test and optimize them to maximize conversion rates. – Read more
Take notice, Google is testing a more prominent look for the messaging feature in the local search results. Is your business ready to manage text messages from your customers?
Google is testing a bigger push for the messaging option within the local panel. Google launched messaging within Google My Business in July 2017. Google is now testing a way to promote messaging more to searchers in the local panel by using a larger message button.
What it looks like. Local SEO and Search Engine Land columnist Joy Hawkins posted a screen shot on Twitter of the test. – Read more
None of the channels in a digital marketing strategy should exist in a vacuum.
They’re all connected in some way, and using those connections to your advantage can help you maximize your results on each.
Unfortunately, many marketers’ approach to this is simply aiming for consistent branding and messaging on each channel. And while it is important to create cohesive campaigns, that’s only the beginning.
Still, the potential impact each channel can have on another isn’t always immediately obvious — like with email and SEO.
But that doesn’t mean the connection isn’t there.
Keep reading to learn five ways email marketing can impact SEO, and how you can use each of those impacts to improve your SEO campaign results. – Read more
Google issued an update on the status of its mobile-first indexing initiative.
Google announced Wednesday that over half of the pages shown in search results globally are from Google indexing that content using mobile-first indexing procedure. That means that it is more likely that the pages you visit from a Google search are based on how Google crawled and indexed that content based on the mobile version of that page.
What is mobile-first indexing? Mobile-first indexing is simply how Google crawls and indexes the web. Instead of looking at the desktop version of the page, Google looks at the mobile version of the page. In more simple terms, Google is crawling and indexing your web page based on how it renders on a mobile phone versus a desktop computer.
Where can I learn more? We have many stories and articles about mobile-first indexing on this site. Here are some of the more important stories:
- Google makes some clarifications related to mobile-first indexing
- Google begins rolling out mobile-first indexing to more sites
- FAQ: All about the Google mobile-first index
- Google begins mobile-first indexing, using mobile content for all search rankings
You can also learn more from this Google help document and more articles on this site.
More advice. Google will typically notify you when your site has moved to mobile-first indexing within Google Search Console. So make sure to check your messages in the Google Search Console. Google will also label your site as last crawled by the Googlebot smartphone useragent in the URL inspection tool as another signal that your site has moved over.
Google says you should pay attention to your structured data and alt-text for images on mobile pages with this change. – Read more
How much do you know about this year’s top search trends?
Test your knowledge of Google Search in 2018 by taking the new ‘Game of the Year’ quiz.
Every year Google releases a roundup of top search trends, but this is the first time the company has developed a game based on search data.
The way it works is simple:
- Answer a series of questions about this year’s trending searches
- Collect points for correct answers
- Unlock harder questions by progressing through the game
- A special bonus round at the end ups the difficulty even more
- After three wrong answers, it’s game over
I played it a few times and it’s actually pretty challenging. I managed to finish it with a high score of 603 points. – Read more
Search is a much more ambient, complex, and multifaceted industry than it has ever been.
2018 was a transformative year for the industry, with AI-driven technologies creating new possibilities to engage with our audiences through search across a variety of devices.
Just a few of the changes the industry has seen include:
- The advent of the mobile-first index,
- Broad core algorithm updates from Google.
- The growth in popularity of connected home devices.
So where is the search industry headed over the coming year?
Amidst so much flux, the central tenets of Google’s strategy are increasingly clear in a way they have never been before.
In particular, there has been consolidation around three essential areas of activity: voice, visual and vertical search.
By laying the foundations in these areas, marketers can prepare not just for 2019, but also the following years.
As technology’s major players embed their products in our homes, cars, and offices, it is through voice, visual and vertical search that brands will be connected to their audience.
This is great news for marketers of all stripes, but most notably for technical SEO specialists and content marketers. – Read More
It’s time to take our annual look at what’s ahead for SEO professionals in 2019.
What SEO strategies and tactics will work and help you dominate in the SERPs and earn more revenue in 2019?
Here are 10 important trends you need to know in 2019, according to 47 of today’s top SEO professionals.
1. Understand Your Audience & User Intent
Does your audience prefer text? Images? Video? Audio.
Knowing this will all be more important than ever in 2019, according to our experts.
“You need to understand what someone is expecting to find when they query a word or phrase and you need to give them the answer in the simplest way possible,” said Mindy Weinstein CEO of Market Mindshift.
Motoko Hunt, president of AJPR, agreed, adding that the interests, tastes, and preferences of your audience can change more quickly than you think. – Read more
An effective digital marketing campaign doesn’t just build “brand awareness.”
An effective digital marketing campaign results in the leads your business needs to grow. And one of the best ways to do that is with a top-notch SEO strategy. Of course, Google changes its search algorithms hundreds of times a year. This year, Google is prioritizing mobile-friendly websites with lightning fast loading speeds.
To ensure that your small business remains at the top of local search results in the new year, you need to follow these major SEO trends.
High quality content
Outfitting a website with relevant content has long been a strategy of digital marketers. But with each passing year, Google has gotten better at separating high-quality, thought-provoking content from low-grade spam. The better your website content, the more likely you are to appear at the top of important search engine results pages. Consumers are also more likely to trust your business when you have well-written website content boosting your brand image.
Through internal linking, great content can also be an important part of your sales funnel. Savvy SEO experts can channel visitors to key pages of your website, which will result in more conversions and an increase in “pages viewed per session” in Google Analytics. – Read More
Managing a successful website can be complicated.
Publishers and business owners should have easy access to the insights and capabilities that drive audience and revenue growth. That’s why we’re excited to announce Site Kit by Google, a free, open-source plugin bringing together insights from essential Google products for WordPress sites.
Site Kit is ideal for website owners who want easily digestible information about audience and revenue performance, all in one place.
In the first version of the plugin, we’ve integrated four Google tools and products to help grow, optimize and monetize WordPress sites: – Read More