B2B content contains a Catch-22: You need to write for search to justify the expense to produce an evergreen asset that will grow long-term ROI, but… You also need to write for a sophisticated audience to build credibility to ever eventually see said ROI. Most brands skew too far in one direction or the other. …
Every year, John Mueller, Senior Search Analyst / Search Relations team lead at Google makes a significant effort to help respond to SEO-related questions on Christmas. He has done this since at least 2007, so sixteen-years and counting, and has done it again this Christmas. Here are the previous years of John offering support on…
LinkedIn is a powerful way to connect with a targeted B2B audience through its advertising capabilities. However, LinkedIn ad campaigns can sometimes stumble even with the best intentions. If you’re puzzled by your LinkedIn Ads setup going awry, you’re not alone. This article will dissect the critical factors that can undermine your once-promising ad setup,…
When you search for you Google Business Profile in Google, Google may show you the number of “customer interactions.” The question is, how often is that number updated? Matt McGee said in the Local Search Forum that he believes it is updated every 2-3 days. Here is a screenshot of the “customer interactions” section for…
TikTok is taking a direct shot at Google with the launch of TikTok Search Ads Campaign in the U.S. Advertisers can now target users on its search results page. Previously, ads on TikTok’s search page were more generic. But now brands can tailor their ads to align with specific search behaviors. Why it matters. TikTok…
Trivago’s decision to opt out of Google’s new property promotion ads was apparently a costly mistake. Revenue was down 14% year-on-year to $137 million in the second quarter of 2023, following a decrease in website traffic, Trivago reported. Meanwhile, revenue for Expedia, which did advertise with on the search engine’s new ad unit, reported a…
For any SEO professional, staying focused and productive can be a challenge. With constant algorithm updates, changing trends and a barrage of emails and notifications, it can feel like you’re always playing catch-up. That’s where deep work sessions come in. Like any skill, developing deep work sessions takes practice. At first, you might find yourself…
Your manager just informed you that you have a new PPC client. How exciting! Once the news settles in, the questions start flowing into your mind: When do I start working with them? What services am I going to provide them with? What does their business do? Where are they located? Overwhelmed and don’t know…
For two years, my team ran 54 Google Ads experiments in one lead gen (non-ecommerce) account, testing various features, including: This article delves into those tests, explaining the rationale behind them, the outcomes achieved and the implications for your own Google Ads accounts. TL;DR We ran 54 experiments over two years covering a range of…
With the rise of large language models (LLMs), mass-produced AI content is becoming more prevalent and the risk of incorrect information spreading also grows. Thus, it is increasingly important for search engines and answer machines to identify trustworthy and authoritative sources and weed out all others. This recent evolution in SEO requires new tasks, skills…