Good morning Search Marketer, Google's got some fresh data for you.
New data insights for content creators and advertisers. Google has begun rolling out Search Console Insights, a new dashboard that's designed to help publishers and content creators learn about how their content is performing, how audiences discover it, what their site's top and trending queries are in Google search, and what other sites are linking to them. It's currently in closed beta, but we'll keep you posted when it becomes available to everyone.
Performance Planner, Google's ad campaign forecasting tool, has received three new features: the ability to account for conversion delay, support for shared budgets across search campaigns and shareable campaigns for collaborating with other stakeholders. These additions should make the tool more useful for advertisers to plan ahead.
Customers engage pre- and post-purchase; adapt your SEO strategy to match. Bucketing your SEO strategy into pre- and post-purchase tactics can enable you to nurture customers on their journey and build long-term brand loyalty.
During the pre-purchase phase, marketers should be focusing on rich results, landing page optimization and setting up their campaign monitoring structure and guidance for A/B testing, said Leslie Ramey, SEO solutions consultant at Botify, during her session at SMX Next. In the post-purchase phase, you should be monitoring key phrases to interpret customer reaction, reaching out to commenters and reviewers and making the most out of your product's momentum by promoting add-ons and accessories.
Talking technical SEO, pagination and community. At SMX West, Search Engine Land News Editor Barry Schwartz badgered Patrick Stox of Ahrefs (and formerly IBM) with a mixture of slightly off-colored jokes and invasive questions. Somehow, the two did end up discussing issues that have rocked the technical SEO world, as well as Patrick's efforts to build a sense of community in our industry. If you love technical SEO, the nervous excitement of in-person conferences, or could just use a laugh, watch the full video here (14 minutes).
George Nguyen,
Editor
