🔍 Is social media part of search marketing?

Plus Facebook tests topic exclusions for advertisers

Feb 01, 2021 Good morning, Search Marketer, and is social media part of search?  That's right. This is how I'm starting Monday. If your coffee hasn't woken you up yet, I hope this conversation does. It's a classic question that I'm sure every search marketer (in-house or agency-side) has been asked by a stakeholder. Does social media affect search marketing? As an SEO, my knee-jerk reaction is, "NO!" of course. But I think the search ecosystem extends a lot deeper than Google and Bing.  Social media posts can show up in search results. People search on Facebook, Instagram, and Twitter (and, heck, even on LinkedIn) for businesses, people, and information. Consumers spot-check reviews on Google My Business as well as Facebook. Advertising strategies take data across channels to improve outcomes on both search engines and social platforms. If we zoom out and really look at optimizing for search as a holistic cross-channel strategy, maybe there's more in common between social media and search than we think. Email me and tell me what you really think: clyden@thirddoormedia.com. Carolyn Lyden Director of Search Content   PPC   Facebook testing brand safety topic exclusions for advertisers From the coronavirus to racial injustice to politics, the past year has been a whirlwind of brand safety considerations. To help advertisers sidestep topics they don't want to be associated with, Facebook has announced that it will begin testing news feed topic exclusions this year. The topic exclusions being tested include Crime and Tragedy, News & Politics and Social Issues, but that list may grow or evolve as testing continues. "This is the first time a Feed environment will be managed through controls," a Facebook spokesperson told us, and if it works well, it could provide marketers with more influence over the type of content their ads appear next to. It probably won't replace your keyword blocklists, but it might help automate your campaigns a bit and save you some time. You can expect an update from us when this goes live. Read more here.   Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021 Get the benchmark data you need to understand how your media program is performing. Merkle's Digital Marketing Report shares benchmark data for paid search, SEO, display, social media, and comparison shopping as well as larger trends underlying performance for major platforms like Google, Facebook, Amazon, and Instagram. Join Merkle's media experts for this webinar to understand what happened in Q4, and how to adjust your strategy going into 2021. Learn more »   Jobs   On the hunt for something new in 2021? Here are the latest career opportunities in search. SEO Program Manager @ Vox Media (remote) Use technical SEO knowledge to manage data-informed SEO roadmap Monitor industry and search trends to identify potential impacts to search audience Associate Director, Paid Search @ ForwardPMX (NYC) Develop and own SEM media strategy across Search and Shopping Recommend and manage sophisticated bid management and automation strategies Digital Analytics Specialist @ Liip (EU) Analyze data from different sources and channels like social media and search engines Visualize information for customers with Google Data Studio or Tableau Paid Media Manager @ Facet Wealth Collaborate with design team to produce and test messaging and visual assets Evaluate LTV/CAC and ROI performance, optimizing budgets to improve metrics   Search Shorts   Google gets loud in Australia Big banner in Google Aussie results. As we reported earlier this week, Google is not happy that Australia wants it to pay to link to news results. So Google is getting loud by adding a huge banner to the top of all of its search results with a link to this video from the head of Google  Australia.  Now if only differentiated its search ads from organic results in such a clear and bold way… 25 billion spammy pages per day. Google posted a promotional video on how it fights web spam in its search results. In that video Google said it detected 25 billion spammy pages per day in 2020.  That is a huge number, no? January 27th Google search update. There may have been an unconfirmed Google search ranking update on January 27th. Some chatter within the industry and the tracking tools show signals of this happening. Google has not confirmed any update this week.   Save big on analytics training Discover actionable tactics to effectively measure and demonstrate search marketing success at SMX Report, February 23. Early Bird expire this Saturday… book now and save! Register for $99 »   What We're Reading   We've curated our picks from across the web so you can retire your feed reader. How to boost efficiency and ROI with SEO Automation – DeepCrawl How to Fix "indexed, though blocked by robots.txt" in GSC – Ahrefs How to Signal Trust in a Google Search – Center for Media Engagement The Anatomy of the Perfect Pitch Email – Moz Why You Should Be Using Non-Branded Ad Copy In Your Competitor Campaigns – Metric Theory   https://searchengineland.com/ Information on Advertising/Sponsorship here. 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.

 

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الاثنين، 1 فبراير 2021