Google is notifying advertisers that AdWords Express has joined the Google Ads platform.
AdWords Express campaigns are now available in Google Ads as ‘Smart’ campaigns.
Previously, AdWords Express was a standalone solution, designed to be a lower maintenance option for small businesses.
Now, Smart campaigns still have all the same benefits as AdWords Express campaigns, but with improved features.
Google highlights the following benefits: – Read more
In 2019, SEO content will be all about the audience.
If you’re looking to improve your content marketing and see real ROI, you have to use practices that will really benefit them.
Content that’s highly ranked, that drives traffic and leads is always user-focused, first and foremost.
That’s why today’s tips for SEO content in 2019 all point back to your reader, A.K.A. the V.I.P. and M.V.P. you need to know and understand to get it right.
Because, when you write to the right people in the right way, your writing and content will climb higher.
9 Keys for Creating Your Best SEO Content in 2019
Here are my nine top tips for helping you create your best (most-read, most-shared, and most valuable) content this year and beyond.
1. Write to the Right People with Targeted Keywords
Your SEO content won’t reach the right people if you fail to optimize it with targeted keywords.
What do I mean by “targeted keywords”?
These are key terms and phrases for which your audience niche is actively searching.
To find these terms, you must first understand:
- Who your audience segments are.
- What kind of information they need.
- Why they need that information.
- Which keywords they’re using to find it.
This may seem like a lot, but it really isn’t if you break it down into a few activities:
- Audience research: Identify the type of audience you think wants/needs what you offer. Then, go find where they congregate online. Talk to them. Survey them. Figure out their personal habits, preferences, demographics, and stats. (Marketing Land has a good guide on this process.)
- Keyword research: Find relevant, profitable keywords that relate to your expertise, your products/services, and your audience’s search intent.
- Topic research: Come up with content topics based on the targeted keywords you discovered and what your audience wants to learn/know. – Read more
Google’s efforts to expand advertising to TV screens led to an 80% increase in impressions in 2018.
To build on this momentum, Google has announced a number of initiatives planned for 2019 to further the convergence of TV and digital advertising.
Google Ads During Commercial Breaks
Google will continue to work with its TV partners to build new solutions for delivering ads during commercial breaks.
Google’s TV partners can currently use Ad Manager’s dynamic ad insertion capabilities to serve ads during live events on connected TVs.
Ad impressions during live events have more than doubled over the past year, Google says.
Google Ad Manager also offers a feature called ‘smarter ad breaks’ which allows advertisers to optimize for yield while honoring TV business rules for a more personalized ad experience. – Read more
We as a company spend a lot of time thinking about search engine optimization, or SEO. No small wonder, given that search is at the core of our business.
Of course, there are plenty of other ways to drive traffic to your website. Paid media, social posts, and display advertising are just a few. But, when done well, SEO can provide an important — and cost-effective — strategy for organic growth. In fact, the latest research from web analytics company Parse.ly shows Google Search accounted for around half of external referrals to the publishers in its network this past year.
To really get the most out of SEO, though, it’s important to stay on top of the latest Google Search updates. That’s no different for us internally. We at Google own 7,000 websites that are managed by hundreds of product and marketing teams all over the world. Over 200 changes are made to these websites every single day, all of which could potentially affect a site’s SEO. When it comes to how Google sites appear in Search, they receive the same treatment as any other site on the web, and our teams follow the same external guidelines provided to webmasters. – Read more
Changing your content management system, joining domains, or migrating to a new domain can result in dramatic ranking changes.
These are seven considerations for preserving or improving your rankings before attempting these changes.
1. Site Architecture
A major consideration is how the web pages are organized. The organization of the web pages is usually referred to as the site architecture or the taxonomy. The ideal is to have logical category page structure, with additional sub-categories as needed.
There are two considerations:
- Maintain current site architecture to avoid losing rankings
- Update a poor site architecture in order to improve rankings
Maintain Site Architecture
To avoid upsetting good rankings, try to maintain current site architecture. This means keeping the same URLs and categories. Those are the two main considerations, assuming that the web pages aren’t changing.
If you need to merge web pages, choose the most popular URL and redirect the old URLs to the new URL. – Read more
Ecommerce is changing. Mobile conversions continue to be on the rise—mobile saw sales increase by 55 percent in 2018, and Forrester predicts that by 2022, smartphones will account for $175.4bn USD in retail sales.
Customer expectations are growing at the same time: 38 percent of shoppers now expect high street businesses to offer same-day delivery.
Other ecommerce trends are very much in line with the web design trends that are pushing the industry forward this year. Progressive web apps, for example, use advanced technologies to bring the speed and features of a mobile app to a mobile website, even allowing for shopping platforms to be accessible offline, points out fashion and beauty ecommerce specialist Mari Corella.
“The key benefit to retailers is that they no longer have to choose between investing in their mobile sites or their apps,” she explains. “Some retailers may even drop their mobile apps entirely in favor of a PWA.” – Read more
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