🔍 See ranking changes last November?

Plus, how to maximize your Google Ads leads with minimal spend

Jan 12, 2021 Good morning, Search Marketer, and did you see ranking changes last fall? We know that Google is constantly updating their search algorithms, but when marketers see shifts in rankings, we always assume something big is up. Turns out Google rolled out subtopics in November to help organize SERPs in a more cohesive and intuitive way for searchers. (Check out more in the story below.) If you saw ranking shifts for your brands last fall, subtopics might have been the culprit. That doesn't mean anything is wrong with your site or content, though. Sometimes these changes spur knee-jerk reactions to make site adjustments, but oftentimes it's just the SERPs are being reorganized.  I'd love to know–what's your first thought when you see ranking changes for your important keywords? Join the conversation over on Twitter, and let me know! Carolyn Lyden Director of Search Content   PPC   Google Ads and SMBs: How to drive results on a low budget Small businesses and the agencies who serve them understand the balance between getting results and staying on-budget when it comes to PPC. Google's own data estimates that businesses profit $8 for every $1 spent on Google Ads, so finding the best bang for your SMB buck is critical. Unlike larger enterprise advertisers, lower budget PPC players can't just throw extra money at their accounts to figure out what works best for them. In her SMX presentation, "Small Budget Tactics That Pack A Serious Punch," Amalia Fowler, director of marketing services at Snaptech Marketing, offers strategies and tactics to help SMB-focused agencies make the most of their clients' low spend.  A few of her top recommendations include the following: Focus on longer-tail keywords Work to improve your Quality Score Adjust by audiences Ditch what's not working Adapt quickly to Google Ads changes Low budget accounts should focus on a few effective campaigns instead of spreading money over too many campaigns. Fowler recommends looking at what campaigns get the most qualified leads per month (those leads that turn into clients) and to invest your spend there. Read more here.   Webinar: Meet BIMI--The brand-boosting email security marketers must have for 2021 There's a lot of buzz around BIMI – Brand Indicators for Message Identification – Google's new standard that displays brand logos alongside DMARC compliant email messages. The goal is to protect brands from phishing campaigns by creating a strict DMARC policy that stops impersonation attacks. Join our BIMI experts for this webinar where they will explain everything marketing managers need to know about BIMI and why it is important to every organization that uses email. RSVP Today! »   SEO   Google launched subtopics ranking in mid-November Google is expanding how it's algorithms understand linked topics and content with subtopics. We've confirmed with Google's Danny Sullivan that this neural network update launched mid-November.  It seems like the goal of subtopics is to organize information almost in the same way the human brain might. Google gave this example, "If you search for 'home exercise equipment,' we can now understand relevant subtopics, such as budget equipment, premium picks, or small space ideas, and show a wider range of content for you on the search results page." This means that subtopics have the capability to understand where your content fits into the overall context of a search topic, which can also have ranking implications. While we did have unconfirmed ranking updates in November, subtopics is about Google finding more relevant content by better understanding content on the web and matching that to relevant queries. Read more here.   Dive deep with an SMX workshop SEO For Developers. Google Tag Manager For Marketers And Analysts. Which workshop will you choose? Join us online, February 24-25, for an expert-led, interactive training experience loaded with actionable tactics and proven advice… just $149! Register now »   Search Shorts   Status codes and Google search 410 vs 404. While 410 status codes are more permanent, John Mueller of Google said on Reddit using either a 410 or 404 is fine for Google. 301 vs 302. John Mueller explained the difference, "they're different types of redirects, I'd use the type that's correct for your scenario. There's no magical SEO juice to be gained from switching between 301 or 302 redirects, they're just different kinds of redirects." One word vs two word queries. Why would you rank for your brand terms with two words and not one word? John Mueller from Google said on Twitter "those are different queries, so it would be kinda normal to have different rankings."   What We're Reading   We've curated our picks from across the web so you can retire your feed reader. 2021 Local SEO Success: Expert Tips & Predictions – Moz Google Classifying News Articles By Intent – Search Engine Roundtable He Created the Web. Now He's Out to Remake the Digital World. – New York Times The content-streaming consumer journey – Microsoft Advertising Top 15 Most Important SEO Metrics to Track Performance – Terakeet   https://searchengineland.com/ Want to advertise? This email was sent to hamoulemouedda.shopingdznow@blogger.com. Unsubscribe. We respect your privacy. This email was sent by: Search Engine Land - a Third Door Media, Inc. publication with headquarters at 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539 Manage my preferences. © 2006-2021 Third Door Media. All Rights Reserved.

 

فيسبوك

تويتر

جوجل بلس

بينتيريست

منشور من طرف :

أضف تعليق

الثلاثاء، 12 يناير 2021