All Script And Tols For Free: 🔍 Insights from SMX

Dec 11, 2020

Good morning, Search Marketer, happy Friday.

John Mueller of Google shared some new insights for SEOs at SMX this week.

In her SMX keynote conversation, Areej AbuAli of Zoopla and WomenInTechSEO.com shared her thoughts on competing with Google when it gets into your vertical and making the jump to agency or in-house. We also discussed the impact of her work on diversity and inclusion and her observations over the past year. "Women tend to be your doers, and they tend to do tons of work, excellent quality work, but they tend to get kept within that role, and there's very little training and development," she said. Are the doers in your organization supported, rewarded, and given advancement opportunities?

The recipient of this year's charitable donation on behalf of the Search Engine Land Awards is COOP Careers, which aims to expand hiring and training opportunities in digital marketing. We spoke with COOP to learn more about their work "to open opportunities to the new generation of SEOs, SEMs, and digital marketers of all verticals"

On a personal note, my last day at Search Engine Land has arrived, and this is my final newsletter. Thank you for reading and being a part of this wonderful industry. You can still find me on Twitter (DMs open) and LinkedIn. And not to worry, you'll be in good hands here with Search Engine Land editor George Nguyen on Monday.

Be safe, be well, and do good marketing.

Ginny Marvin
Editor-In-Chief

Social Short

Instagram Reels get Shopping Tags

Instagram is making Reels shoppable with Shopping Tags. "Now you can buy your favorite products in Reels. Excited to see how this helps you find and share new things you love," Instagram VP of Product Vishal Shah tweeted on Thursday.

With shopping tags, creators can add product listings to their Reels videos. Users can tap to view the product and then click through to make a purchase.

Why we care. This gives Reels' a bit of a jump on rival TikTok. And also another way Instagram is putting commerce front and center on the platform. It also gives creators and Instagram a way to monetize Reels. TikTok, for its part, is also working on commerce initiatives. It launched an integration with Shopify last month and is also testing product links in videos among other efforts. Expect to see much more happening in social commerce in 2021.

Learn to forecast your optimal search spend, revenue, and profit

Ever wish you had a crystal ball? Want to know exactly how much you'll spend next year – and how much revenue and profit that spend will generate? Understanding the impact of your ad spend on your revenue and profit dollars will help you adjust your management strategy. In this whitepaper, we'll show you how to forecast optimal ad spend, revenue, and profit.

Read more »

Search Shorts

Still rolling out

Google core update still rolling out. Danny Sullivan of Google confirmed that the Google December Core update is still rolling out and probably will for another week.

Regex in Search Console. Google still has plans to possibly add regex controls/filters to the Search Console performance reports, but John Mueller of Google won't share those plans.

Google Doodle for Sir W. Arthur Lewis. Yesterday Google had a Doodle for Sir W. Arthur Lewis. He was a Saint Lucian economist and the James Madison Professor of Political Economy at Princeton University. Lewis was known for his contributions in the field of economic development. In 1979 he was awarded the Nobel Memorial Prize in Economic Sciences. If you missed the Doodle you can check it out over here.

How to unify your marketing to deliver the ideal buyer's journey

Sponsored by Integrate

Oftentimes, when we visualize the perfect buyer's journey, we're looking at it from a marketer's perspective, imagining what we're trying to achieve with our initiatives. But, ultimately, the definition of the perfect journey is in the eye of the buyer. The buyer doesn't really care about your programs, your channels or what technologies you're using, they're just trying to get enough information to make a purchase decision.

We recently spoke to Integrate CMO Deb Wolf about the perfect buyer's journey and the obstacles marketing teams face when trying to deliver the ideal customer experience. In the lightly-edited conversation, Wolf shares specific tips for building connections between siloed channels, technologies and teams, as well as the reasons why this is so important today.

Read More »

Book your SMX workshop today -- just $249!

Google Ads, Advanced SEO, Technical SEO, In-House SEO… which SMX workshop will you choose? Book now for just $249 and unlock two days of interactive, expert-led training next Tuesday and Wednesday, Dec. 15-16!

Register now »