Peet's Coffee Revamps Loyalty Program

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on Peet's Coffee Revamps Loyalty Program

Last month, Peet’s Coffee launched its new-and-improved Peetnik Rewards loyalty program. Inspired by user feedback, customers can now earn rewards faster and redeem from a wide selection of rewards not previously offered. 

Search marketers agree: automation the least favorite part of PPC

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on Search marketers agree: automation the least favorite part of PPC

Whether you love it or hate it, PPC is a part of digital marketing that just isn’t going away any time soon. I’ve been working in PPC for over 10 years and I’ve seen it all. ETA’s, RSA’s, cost-per-touch? (looking at you, Apple), broad match modifiers (RIP), and attribution to name just a few of the most recent changes.

Earlier this month we asked you “What’s your least favorite part of PPC?”

We received an overwhelming number of answers ranging in everything from Google support to agencies (no offense taken), to clients with unrealistic expectations. But one answer stuck out: Google automation.

Let’s dive in.

Automation can be your best friend or a nightmare. Learning how to navigate and find a balance between machine learning and manual management has been on a lot of marketers’ minds lately. (Did you catch Brad Geddes keynote on day 2 of SMX Advanced?)

Here’s what you said:

“Google’s movement toward AI & machine learning which is ultimately taking away decision-making and control away from advertisers. While it may make sense for some advertisers to have more automation, for others who have the desire, knowledge, and resources there’s a strong case to continue with manual orchestration and intervention of accounts. Studies we’ve performed have already shown less desirable results with the match-type updates and introduction of RSAs. It truly feels as though these initiatives by Google are driven by their agenda to increase advertiser spending.”“Constantly having control of what we’re doing taken away through automation.”“Everything becoming more automated, broad targeting, less insight in data and overall less control over your campaigns.”“Gradual loss of control over targeting over the years. Search engines introducing changes that will clearly harm performance but selling them to advertisers as “upgrades.”“Giving all control to Google with Smart bidding, dynamic ads, and lack of reporting while also seeing prices increase year over year!”“Google forcing automation on those of us that don’t want it.”“My biggest frustration is consistent pressure to relinquish control of performance to the platforms by adding automation features and broadening our targeting.“I believe in algorithms I do. But the idea that we should start new campaigns with broad match keywords, on an automated bidding strategy, with ad copy made up by a robot and just trust it will work is silly and demonstrably false based on even the limited amount of search term data we get. It makes it really hard to trust anything Google puts out, and especially difficult to trust the reps who are pretty obviously bonused based on acceptance rates of automation features. Our job is to feed the system data, make sure it’s the right data, then from there allow the algorithms to uncover additional value we can’t see, based on what we tell it is valuable to us.”“Automated bidding is all or nothing – I want to turn off certain targeting and use automated bidding at the same time. But I can’t and SA360 hasn’t learned when a targeting option truly performs terribly in my account. I know when that is and I should be able to turn off devices or select dayparting/DOW targeting and have it work from there instead of having to switch to manual bidding.”“These days my least favorite part of PPC is the forced automation. It is designed for high volume, particularly e-commerce, accounts and it just does not work the same way for low conversion volume accounts. It is really frustrating to have fewer and fewer options available to manage these types of accounts successfully. The reduced access to data that is part of automation is also frustrating. Platforms are showing us less and expecting us to “just trust the machine learning”. Well, I’ve seen the query reports (with the data we can still see!) and I don’t trust the machine learning a whole lot based on what I see there.”“The constant push for automation by Google and Bing reps. I get it, it’s their job to grow revenue for Google and Microsoft. We’ve used automated bidding, and it works for some products…until it starts eating away at itself and we have to go back to manual bidding to fix performance.”“Google forcing their automation on every account. Some of it is good, but others just don’t work in certain circumstances and is clearly a money generator for them.”“The constant drive to push automated bidding. I only work with local businesses for lead gen and the recommendations are rarely relevant. Related, is that they bypass the agency to talk to the customer who doesn’t understand so it constantly undermines me.”

Google support. Many of the answers we received specifically named Google support as lacking when it comes to offering help. As hard as they may try, most times they miss the mark.

“Google reps that just tell you to apply everything from the Recommendations tab and offer no additional insight or guidance. I don’t need a call to tell me to look at the Recommendations tab and I’ll apply recommendations that are appropriate, not just to improve a nonsense account score.”“Google’s lack of transparency and their account managers chasing me to increase daily budgets!”“My least favorite part in PPC are the Google Representatives that keep calling you even in the middle of the night. Although, there are times that their advice make sense but most of the time it will just drain your budget. They’re just very annoying to be honest. I get more sensible recommendations on Facebook Groups than their Representatives.”“The constant calls from Google reps offering solutions which invariably make my campaign’s performance worsen. The calls and emails are non-stop. It’s borderline harassment, and even though I’m in Europe so can normally take advantage of privacy laws to stop this sort of thing, Google seems to be above those laws and carries on regardless, even when I’ve asked them to stop.”“Google Ads reps. Bad advice.”“Google Reps pestering to apply auto recommendations.”“Dealing with Google reps who are more concerned with increasing Google’s bottom line than your results.”

We’re starting to see a trend here.

But Google isn’t the only offender when it comes to paid advertising. Facebook and Microsoft make a cameo also.

“Facebook Ads has become frustratingly difficult to perform with too many issues, policies and useless pathetic chat support.”“The fact we have little to no say on the future of it. Google, Facebook, Microsoft, et. al. sort of do whatever they want with many changes coming down the pipeline looking more like ways to make these companies more money by taking control out of our hands.”“Weird changes made by Facebook. Explaining the ever-changing landscape to prospects who just can’t seem to wrap their heads around the fact that online advertising isn’t the cheap alternative.”“Ads that I have run a million times before are suddenly not approved by Facebook and get rejected. I appeal and get them back, but seriously, what happened?”“The changes to the interfaces are too often, Google screwing with match types and Facebook changing their targeting options make long-term methods impossible to develop.”

What about clients? Agencies unite when it comes to managing client expectations.

“Explaining to each client how Google works when it comes to “learning mode”– each client seems so worried about week-over-week performance when everyone knows that is not a good true gauge of performance especially when you make large changes to the account. And explaining learning mode is like wasting time to clients. They don’t understand no matter how you dumb it down.”“Clients who don’t understand how marketing works. Asking to run “brand awareness” in Google Search, and running a remarketing campaign with a “max impressions” type of reach strategy.”“Small budgets! Oftentimes, the smaller the budget, the more precious the dollars are to the client, which in turn means the need of results that are rarely possible to achieve. Especially for industries with high Search CPCs… $500 doesn’t go far, even if $500 is a lot of money for a small business. Options end up feeling like (1) miracles, (2) disappointment, or (3) turning down small budget prospects.”“The client.” (LOL)“I work for an agency. My least favorite part of PPC is telling clients that they can’t get 100 HVAC clients with a $2,000 monthly budget when the weather is mild. They can complain all day long and that still won’t change the fact that they are asking for a miracle and cheap…sorry not sorry.”“Most of my clients are great, but the constant flow of emails/calls is exhausting and takes so much time away from the work I actually like to do – testing and optimizing.”

 More least favorites. While these didn’t quite fit in any category, we thought they deserved an honorable mention.

“The lack of options for B2B targeting. This is true across all platforms except LinkedIn. There are countless, niche targeting options for B2C, and a scant few for B2B – and those that do apply to B2B are so generic they don’t perform well. Also, match rates for first-party audiences are horrible – 10-15% in some cases. So using first-party data isn’t really a solution either.”“Piecing together the data to determine how the ads are performing and make adjustments. I have yet to come across a platform that’s intuitive, or even straightforward to use. Second least favorite (related) issue is tracking conversions, which also seems to be far more complex than it needs to be.”“My least favorite part about PPC is attribution. Everyone working in PPC is having or have had to prove the value of what we do and that is becoming more difficult to do without being able to complete attribute our work to overall goals.”“There are several things but my least favorite part is the human factor from clients to devs. Alternatively, it’s conversion tracking because neither GTM nor Google’s Consent-Mode are GDPR compliant in their current form.” “Simply not cost-effective.”“Trying to explain to the clients that PPC is an omnichannel approach. The PPC campaigns contribute to online sales, but also for offline sales.”“The theft by bots and competitors.”

Why we care. It’s nice to know that we’re not alone when we get frustrated with our jobs. Whether we work for agencies or in-house marketing teams, we all face similar issues and concerns. It’s important in marketing (now more than ever), to adapt to changes, but that doesn’t make them any less maddening.

The post Search marketers agree: automation the least favorite part of PPC appeared first on Search Engine Land.

Webinar: Protect your PPC spend against ad fraud

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on Webinar: Protect your PPC spend against ad fraud

Webinar: Protect your PPC spend against ad fraud

By 2023, the global cost of digital advertising fraud will reach $100 billion. Invalid traffic and fraud are consuming your budget, leaving you with few genuine leads and poor advertising ROI.

Learn how to verify advertising engagements and proactively block invalid traffic with ad fraud expert Adam French, who will share his insights into creating better outcomes for digital advertising efforts. He will also discuss how organizations can deploy end-to-end protection and detection capabilities to maximize ROI.

Register today for “Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic,” presented by TrafficGuard.

The post Webinar: Protect your PPC spend against ad fraud appeared first on Search Engine Land.

Internal linking for SEO: Why and how?

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on Internal linking for SEO: Why and how?

Internal linking for SEO: Why and how?

Before your content can rank, it needs links. Google finds your posts and pages best when they’re linked to from somewhere on the web. Internal links also connect your content and give Google an idea of the structure of your website. They can establish a hierarchy on your site, allowing you to provide the most important pages and posts more link value than other, less valuable pages. So using the right internal linking strategy can boost your SEO! In this article, we’ll discuss the importance of internal linking, how to approach it and how Yoast SEO can help you with internal linking.

Did you get a red bullet for internal links in Yoast SEO? Jump straight ahead and read how this assessment works in Yoast SEO and how to improve your internal linking.

Table of contents

What are internal links?Internal links vs external linksWhy are links important to Google?Relationships between contentLink valueSetting up an internal linking strategy1. Determine the ideal structure for your site2. Decide what your most important content is3. Add contextual linksContextual linking: an example4. Link hierarchical pages5. Consider adding a related post section6. Try adding navigational links7. Add links to your taxonomies8. Consider adding links to popular or recent postsMore on internal linksNofollow linksAnchor textsInternal linking in Yoast SEOText link counterEasy internal linking with Yoast SEO PremiumThe internal linking suggestionThe cornerstone approach internal linking workoutThe orphaned content internal linking workoutChild and sibling blockOrphaned content filterGo link your content

What are internal links?

An internal link is any link from one page on your website to another page on your website. Both your users and search engines use links to find content on your website. Your users use links to navigate through your site and to find the content they want to find. Search engines also use links to navigate your site. They won’t see a page if there are no links to it.

There are several types of internal links. In addition to links on your homepage, menu, post feed, etc, you can also add links within your content. We call those contextual links. Contextual links point your users to interesting and related content. Moreover, they allow search engines to find out what content on your site is related and determine its value. The more links a significant page receives, the more important it will seem to search engines. Therefore, good internal links are crucial to your SEO.

Internal links vs external links

Every website — even online stores — consists of internal and external links. Internal links connect pages and posts on your website, and external links connect your pages to other websites. In this post, we focus on internal links and what they mean for SEO. See our posts on link building if you want to get more external links pointing to your site.

Why are links important to Google?

Internal linking is an essential factor for Google and other search engines. But why? And where do you start?

As Marieke explains in the video, Google follows links to discover content on websites and to rank this content in the search results. If a post or page gets a lot of links, this is a signal to Google that it’s an essential or high-value article. This counts for internal as well as external links.

Internal linking is something you control as a site owner. With the correct internal links, you’ll guide your visitors and Google to your most important pages. Our internal linking tool (not available yet in Yoast SEO for Shopify) can help you suggest related posts to link to!

Relationships between content

Google crawls websites by following links, internal and external, using a bot called Googlebot. This bot arrives at the website’s homepage, renders the page, and follows the first link. By following links, Google can work out the relationship between the various pages, posts, and other content. This way, Google finds out which pages on your site cover a similar subject matter.

For example, you’ll see links to the ‘Content SEO’, ‘Internal linking’, and ‘Site structure’ tags on top of this post. We make sure Google understands that the content on those pages is related to the content of this post by adding these links.

Link value

In addition to understanding the relationship between content, Google divides link value between all links on a web page. Often, the homepage of a website has the most significant link value because it has the most backlinks. That link value will be shared between all the links found on that homepage. The link value passed to the following page will be divided between the links on that page, and so on.

Therefore, your newest blog posts will get more link value if you link to them from the homepage instead of only on the category page. And Google will find recent posts quicker if they’re linked to from the homepage.

When you get the concept that links pass their link value on, you’ll understand that more links to a post mean more value. Because Google deems a page that gets lots of valuable links as more important, you’ll increase the chance of that page ranking. 

Setting up an internal linking strategy

It’s crucial for your site’s SEO to evaluate and improve internal linking strategy regularly. It’s one of the ways to improve the fitness of your website. By adding the right internal links, you make sure Google understands:

the relevance of pages; the relationship between pages;and the value of pages.

To set up your internal linking strategy, there are several things to take into account. How you go about it exactly, of course, depends on your site and your goals, but the following steps are a good rule of thumb.

1. Determine the ideal structure for your site

We always advise website owners to imagine their website as a pyramid. On top of it is your homepage; below that there are some sections or categories, and further down, there are individual posts and pages (possibly with subcategories in between).

If you do it well, your website’s menu should reflect this structure. In our Ultimate guide to site structure you can read how to create the best site structure for your site.

2. Decide what your most important content is

Then, you should determine what your most important content is. If you’re not sure, please read our article on cornerstone content. In short, it’s your best and most complete content; it’s about the core of your business. It’s the content you want people to find when searching for topics or products you specialize in.

Because you want to let Google know that this is your most important content, you need to add many links to it. There are various spots from where you can link to your cornerstone content. Here, we’ll give the most common options, from your post’s copy to your navigation.

(Psst! Want a hand with setting up your links for your cornerstone content strategy? Try our new Internal linking SEO workout feature in Yoast SEO Premium!)

3. Add contextual links

When you’ve written various articles about a certain topic you should link them with each other. This will show Google – and users! – that those articles are topically related. You can link directly from sentences in your copy or add links at the end of your post.

Moreover, you want to show Google which articles are your cornerstone: your most complete article on this topic. You have to add a link to the cornerstone in all of the articles on this topic to do so. And don’t forget to link back from the cornerstone to the individual posts.

Contextual linking: an example

On our blog, there’s a cornerstone content article called ‘The ultimate guide to keyword research’. This post will rank for all related search queries about [keyword research] in Google search results.

So we’ve added links from other relevant articles, such as ‘7 keyword research mistakes to avoid‘, ‘ What is keyword research‘, or ‘Focus on long tail keywords‘ to the main article. And we link back from the main article to these posts. In doing so, Google will understand that the ultimate guide contains the most information about [keyword research]. So, in the end, Google will rank the ultimate guide above the other, shorter posts about keyword research.

4. Link hierarchical pages

If you have hierarchical pages on your website, link parent pages to their child pages and vice versa. Also, don’t forget to link sibling pages to each other. These pages should be related on a well-organized site, and connecting them like this will make perfect sense.

Read all about linking parent and child pages for SEO.

5. Consider adding a related post section

There are many plugins and modules that add complete related posts sections to your posts. If you use one, we recommend testing whether the related posts actually are related posts. If you’re not sure, linking to posts manually is probably best. That’s what we do on – we select a related post manually (or with a little help from our internal linking tool – more on that later) and place a link to that post at the bottom of the article.

Willemien explains this in detail in this post about linking to related posts.

6. Try adding navigational links

Besides linking from topically-related posts and pages, it’s possible to make your cornerstone content more authoritative by adding links to it from the homepage or the top navigation. You should do this with the posts and pages that are most important to your business. This will give these posts or pages a lot of link value and makes them stronger in Google’s eyes.

7. Add links to your taxonomies

Taxonomies, like categories and tags, help you organize your site and help users and Google to understand what your content is about. If you have a blog it could be beneficial to add internal links to the taxonomies the post belongs to. Adding links to the category and tags helps Google understand your blog’s structure and helps visitors to navigate to related posts more easily.

8. Consider adding links to popular or recent posts

The last option to mention is creating internal links to your website’s most popular or newest posts. Preferably create these sections in the sidebar or the footer of your website to have them appear on all pages and posts.

As link value passes to these most popular/recent posts from many different pages, they get a boost. Besides that, the posts will be easier for visitors to access, which will increase traffic – and more traffic is a positive sign to Google.

More on internal links

Nofollow links

You also probably have links that aren’t important for SEO on your website. If you have a login link for your clients on the homepage, for example, you don’t want to leak link value to your login page – that page doesn’t need to rank high in the search results.

You used to prevent losing link value to unimportant links by giving them a nofollow tag. A nofollow tag asks Google not to follow the link: so no link value is lost. Now you might think: “I’m going to nofollow less important links to give the most important links more link value.” While this worked in the past, Google has become more competent. Now it seems that the link value for those nofollow links doesn’t automatically flow to the other links on the page. The nofollow link will be counted as a link and the link value for that link will be lost. Therefore it makes more sense to have fewer links on a page instead of nofollowing some of the links.

Note that adding a nofollow tag doesn’t mean that those target pages can’t be found in Google’s search results. If you don’t want pages or posts to show up in the search results, you should also give them a noindex tag. The noindex tag means that Google shouldn’t render the page and shouldn’t give the content a place in the Google index to show up in the search results.

Read more: Why noindex a page or nofollow a link? »

Anchor texts

Once you have decided which links should be on a page and which pages should get link value, it’s important to use the right anchor text. The anchor text is the clickable text that visitors see. For example, the anchor text of the two internal links in the example below are ‘link schemes’ and ‘paid links’:

You can see the anchor text containing the link in this image.

If you over-optimize anchor text you might hurt your website. And by over-optimizing, we mean keyword stuffing. Previously, you could give all anchor texts the same keyword and Google made your website rank higher for that keyword. Nowadays, Google is smart enough to understand that the content around the anchor text says more about the relevancy of a keyword than the anchor text itself. So make sure the anchor text looks natural in your copy: it’s fine to use keywords but don’t add the exact same keywords to every link’s anchor text. 

Keep reading: The context of internal links »

Internal linking in Yoast SEO

Yoast SEO includes several checks and features to help you improve your internal linking.

On a post level, the Yoast SEO plugin helps make sure you give internal links some thought. In the plugin meta box — or in the sidebar, as shown below –, the internal link assessment of Yoast SEO checks whether you’ve created links to other pages on your website in your text. It also checks if these links are followed or nofollowed.

For Yoast SEO for Shopify, this check only works on posts or pages. The reason for not having internal links on your product pages or in your product descriptions is that you want to keep customers there — not send them to another part of your site. You need your customer to convert as quickly as possible. An important part of Shopify SEO, right?

Internal link check in WordPress

Internal link check in Shopify

Checking if you've added enough internal links in Yoast SEO

Checking if you've added enough internal links in Yoast SEO for Shopify only works in posts and pages, not products

window.onload = function () {
jQuery( ‘.tabs__panel .block-transcript .toggle’ ).click( function() {
var block_transcript = jQuery( this ).closest( ‘.block-transcript’ );
if ( block_transcript.hasClass( ‘open’ ) ) {
block_transcript.removeClass( ‘open’ );
jQuery( this ).attr( ‘aria-expanded’, ‘false’ );
} else {
block_transcript.addClass( ‘open’ );
jQuery( this ).attr( ‘aria-expanded’, ‘true’ );
} );

To get a green bullet for this check, add contextual internal links to relevant content on your site.

Text link counter

If you have Yoast SEO for WordPress installed, you’ll also get a handy tool in your post overview, called the text link counter. This tool counts the internal links in a post and the internal links pointing to a post. This visualizes which posts should receive more links. This will all help you work purposely on your site structure.

You can see the number of internal links pointing to and from a post with Yoast SEO

Easy internal linking with Yoast SEO Premium

The internal linking suggestion

By now you are probably aware of the importance of internal linking for SEO. But handpicking articles – and relevant articles – to link to isn’t always easy. Even if you have a small website, you might not have every content you’ve published right on top of your head. And if you’re managing a medium to large website, especially one where various people can write and publish content, it’s really difficult to remember all the content you have on a given topic. When this happens, internal linking can take much more of your time than it should.

That’s exactly why in Yoast SEO Premium, we’ve built a dedicated feature for internal linking – the internal linking suggestion. It’s incredibly easy to use and you only need to setup for this feature once. Yoast SEO will first scan your content in WordPress, analyze and try to make sense of all your content. Then, when you write a post, you can immediately link to a related post by copying or dragging the link directly into the editor. You’ll see the suggestions in the Yoast SEO sidebar on the right-hand side of your screen. For instance, the screenshot below shows the internal linking suggestions for this post you’re reading. The green tick indicates that we’re linking to the suggested post from this one.

This feature makes internal linking much more intuitive. And that’s thanks to Yoast SEO content analysis running in real-time in the background. It analyses and compares your text to existing content on your site to pick out articles that best fit your new post, all while you’re still writing! Even if the articles are written a while ago or by someone else in your team, Yoast SEO won’t miss them. This way, it will help you set up a great structure by connecting related content to each other without overlooking articles you might not think of right away.

Internal linking suggestions by Yoast SEO Premium for this article

The cornerstone approach internal linking workout

Getting your internal links back in shape is important because that helps you rank with the content you want to rank. That’s why we’ve introduced the cornerstone content internal linking workout in Yoast SEO Premium. You can use this workout to improve your internal linking based on the cornerstone approach we discussed earlier. In six easy steps, you can improve your site structure by learning where to find your cornerstones, how many links they have at the moment, and how to add links pointing to these important posts.

The first step in the cornerstone content workout in Yoast SEO Premium

The orphaned content internal linking workout

Orphaned content are your pages and posts that don’t have any internal links pointing to them. That makes them hard for users to find, and also hard for search engines to crawl. In the orphaned content workout, we identify your orphaned content for you and give you all the options and tools you need to deal with it! Maybe you don’t want those pages to be found. Maybe you want to delete them. Or maybe you want these pages to rank in Google and be found by your visitors. Whatever you decide for each page, the steps in this SEO workout make it easy for your to clean up your content.

The first step in the orphaned content workout in Yoast SEO Premium

When you have our Premium plugin, you can find these internal linking workouts in the backend of your WordPress website. Just go to SEO in your left side menu, and select the menu item ‘Workouts’. This will take you to a page where you can find our workouts. Of course, we’ll add other SEO workouts as we go along, which you’ll also find here when they’re released!

Go Premium and unlock this feature!

Unlock our internal linking features and get free access to all of our SEO courses with Yoast SEO Premium:

Get Yoast SEO Premium »Only €99 EUR / per year (ex VAT) for 1 site

Child and sibling block

In the WordPress block editor, you can also easily link child and sibling pages with Yoast SEO premium. If you want to make sure you link all child and sibling pages, just select the sibling or subpages block, add it to your post, and you’re done. Of course, this only works for hierarchical post types.

Orphaned content filter

To make it even easier to find posts that aren’t linked to, Yoast SEO Premium has the orphaned content filter. This feature allows you to see which posts and pages aren’t linked to at all, by other posts and pages on your website. Using the filter, finding important posts that need more inbound internal links is a piece of cake!

Go link your content

Without links, your content can’t rank! With a solid internal linking strategy, you can show which content is related and which of your articles are most informative and valuable. If you follow the guidelines in this post both Google and your users will understand your site better, which will, in turn, increase your chance of ranking.

Read on: Site structure: the ultimate guide »

What is anchor text?What is link building?How to improve your link text: 4 practical tipsHow many (internal) links on a page?How to use the Yoast SEO internal linking tool

The post Internal linking for SEO: Why and how? appeared first on Yoast.

Apple’s ad business may reach $6 billion by 2025

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on Apple’s ad business may reach $6 billion by 2025

JP Morgan lead analyst Samik Chatterjee thinks Apple could bring in $6 billion in revenue from mobile advertising in 2025.

Market projections. According to Apple Insider, the mobile advertising market is expected to exceed $400 billion in 2024, which is about a 33% increase from the $288 billion it claimed in 2021.

Privacy concerns and speculations. The release of iOS14 and the introduction of App Tracking Transparency (ATT) caused a supposed $10 billion in lost revenue for Meta. Chatterjee mentions in the article that this change “drove headwinds for incumbent advertising platforms,” and we can’t help but wonder if this was Apple’s plan all along.

Chatterjee goes on to predict that the headwinds will lead to a reallocation of advertising funds – many of which will be spent on Apple Search Ads, which directly benefits their advertising business and revenue.

Earlier this month we reported on a new pricing model for Apple’s search campaigns, Cost Per Tap (CPT). The new model will replace the less popular CPM campaign standard, and reflect the typical cost-per-click model that advertisers are familiar with on other platforms such as Google and Facebook. This change could be an early indication that Apple has big plans for its ad network.

The future of Apple advertising. There is no word on whether Apple has plans to implement an audience network. However, given their large network of users, it wouldn’t be completely out of their wheelhouse. The largest slice of the Apple pie, however, still comes from Apple Search Ads, which Chatterjee says will account for about $4.1 billion in revenue in 2025.

Why we care. The implementation of iOS14 didn’t stop Apple from tracking our data, it just stopped them from sharing it. Given Chatterjee’s ad revenue predictions, we wonder if Apple really prioritizes privacy and customer experience, or if they have other plans to take over the digital ad landscape. With 825 million paid subscriptions and a user base of over 1 billion, they certainly have the leverage.

The post Apple’s ad business may reach $6 billion by 2025 appeared first on Search Engine Land.

Press Release: Bounteous Claims Spot on Fortune’s Best Workplaces in Chicago 2022 list for Third Consecutive Year

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on Press Release: Bounteous Claims Spot on Fortune’s Best Workplaces in Chicago 2022 list for Third Consecutive Year

CHICAGO – June 15, 2022 – Great Place to Work and Fortune magazine has again named Bounteous to its

How to find the balance between creativity and automation in PPC

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on How to find the balance between creativity and automation in PPC

How to find the balance between creativity and automation in PPC

Day 2 of SMX Advanced 2022 has kicked off and this morning’s keynote by Brad Geddes was all about leveraging automation in your ad campaigns.

Geddes is a PPC expert and co-founder of Adalysis, and the author of “Advanced Google AdWords,” the most advanced book ever written about Google’s advertising program. Geddes has worked with many of the world’s leading companies in managing and perfecting their PPC management and workflows.

Where is the balance?

In his keynote, Geddes went into great detail on the difference between humans and machines, what their strengths are, and how they can work together to create a winning ad campaign.

“Google and Microsoft aren’t taking away your control,” Geddes said. “They’re giving you more management options. You don’t have to fight the machine, but your job is to find the balance.”

So what is the difference?

Realizing what humans and machines do well and playing to those strengths is key. Humans are really good at:

CreativityStrategyStorytellingReacting quickly to market changesAuditing the machineEmpathy

Machines, on the other hand, are really good at:

MathBiddingStatistical significanceFinding lookalike audiencesInputting repeatable data like reportsConversations from human-driven inputs like chatbots

Referencing recent PPC survey results, Geddes reminded us that ad managers are happy with the results when it comes to scripts and bidding. Managers have neutral feelings when it comes to RSAs, data-driven attribution, and local campaigns.

Not surprisingly, managers are generally unhappy with automation surrounding discovery campaigns, the insights tab and auto-applied recommendations.

All in all, machines are really good with numbers, but not with insights and intent. That’s where humans come in.

Is anyone surprised? I didn’t think so.

What do we want? Balance of data insights combined with a machine’s ability to crunch numbers and make predictable outcomes!

When do we want it? Now!

Using guardrails

Geddes described guardrails as boundaries advertisers put around automation.

Google doesn’t always get it right and adding guardrails helps advertisers “leverage automation within our own framework of tolerance and profitability.” Geddes goes into depth on how to use these to fine-tune your campaigns.

A few of the most common guardrails are:

Negative keywordsN-gram analysisNegative audiences

Let’s talk strategy

One of the most important takeaways in Geddes’ keynote is how to address key parts of your funnel with proper messaging and measurement.

How is the message changed based on previous user interaction? Is there cross-channel integration to consider?

But how do you create a plan around keywords, audiences and landing page experience?

The right campaign builds for almost any account size & type

Consider your campaign type, budget and strategic goals. Then think about your strategy.

Geddes explained the exact campaign builds he uses for his own accounts which include:

Search or displayCustom audiencesExact or phrase match – or broad match with a lot of dataLightly pinned RSAs

Complications with strategy or campaign type (such as smart shopping or video) require additional considerations. However, as Geddes explained, this campaign build can work for everyone and uses several types of automation at the same time. 

When should we override the automation

Geddes said that in reality, especially with RSAs, we have more control than we think. We aren’t forced to use machine learning. Account success is based upon KPIs, not on how much automation you’re using.

Don’t undervalue humans

Sometimes you want full automation, but Geddes laid out some considerations before diving in. 

But wait, there’s more

There’s so much more to Geddes’ excellent keynote. Check it out for yourself – it’s not too late to register for SMX Advanced. Simply register for free here to watch the full keynote on-demand.

And there’s still plenty of time to experience the rest of this year’s 100% free and virtual edition of SMX Advanced. Register today to watch all the other great SEO and PPC sessions on the agenda today – and ask your questions of the speakers in our live Overtime Q&A. 

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DuckDuckGo drops below 100 million searches per day

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on DuckDuckGo drops below 100 million searches per day

DuckDuckGo, the privacy-focused search engine, is now trending at below 100 million searches per day according to its public traffic statistics page. Back in January 2021, DuckDuckGo hit the 100 million searches per day milestone and then a year after that, the search engine broke 1 billion searches.

Declining daily searches. But since April 2022, DuckDuckGo has been reporting less than 100 million searches per day. Here are the trends for 2022:

January 2022: 106 million searches per dayFebruary 2022: 105.5 million searches per dayMarch 2022: 102.7 million searches per dayApril 2022: 97.7 million searches per dayMay 2022: 96.2 million searches per dayJune 2022 (to-date): 93.8 million searches per day

The daily record of search queries in a single day for DuckDuckGo was 111.7 million searches per day. DuckDuckGo is currently at 115 billion queries since it launched.

Why we care. Is DuckDuckGo no longer growing? Is this a sign that DuckDuckGo is giving up on competing against Google? It is hard to say. I personally feel like I am hearing fewer and fewer commercials for DuckDuckGo on the radio, yes, I listen to the radio on the way to and from work. But there still are DuckDuckGo ads playing, maybe not as many?

The post DuckDuckGo drops below 100 million searches per day appeared first on Search Engine Land.

IBM Data Science Professional Certificate Review

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on IBM Data Science Professional Certificate Review

The IBM Data Science certification course is one of the most popular data analytics programs on the market today. It is offered by IBM through Coursera and it helps students build data science and machine learning skills through 10 online courses. In this review, you’ll learn everything you need to know about IBM Data Science […]

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17 content optimization mistakes affecting ROI

Posted by on Jun 15, 2022 in SEO Articles | Comments Off on 17 content optimization mistakes affecting ROI

17 content optimization mistakes affecting ROI

Content optimization directly impacts ROI. The better the content for users and search engines, the more it drives results such as visibility, traffic, conversions, and loyalty.

Even Ross Hudgens confirms it to be a mature content marketing strategy.

 That’s why we now see people adding content optimization to their budget requests.

I’m not asking you to spot the mistake in the above tweet but to see a significant amount dedicated to content optimization.

Now that SEOs have the budget for content optimization and know how to optimize content (even for featured snippets), let me showcase the mistakes that happen directly or indirectly when planning and implementing content optimization. 

I was able to find 17 of them. Let’s get straight to it.

1. Missing out on the audience research

The biggest mistake while optimizing content is not considering for whom this content needs to be. If the audience reading your content is not right, how can you expect ROI?

Every business and industry/segment has different audiences that read the content. 

For example:

The publishing industry

A publishing site like Search Engine Land would target the audience such as:

SEOs at all levels (entry, intermediate, experienced, managerial) to learn and inspirePPC professionals at all levels (entry, intermediate, experienced, managerial) to learn and inspireBusiness owners looking to market their SEO or PPC related products

Service industry

A marketing agency like Missive Digital would target the audience such as:

Business Owners of SaaS, IT, and B2B companiesMarketers at all levels (entry, intermediate, experienced, managerial) to learn and inspire about marketing

Product segment

A talent-hiring platform like Codemonk would target the audience such as:

Developers of all technologies looking for jobsProject heads of global enterprises looking to hire remote talent

When I first thought about writing content on “top fashion eCommerce brands,” I found a lot of competing blogs that were talking about which fashion brands to buy from.

But, the target audience of eComKeeda is the eCommerce business owners. So, it was tricky to target that keyword.

Vatsal Shah and I concluded that rising fashion ecommerce business owners would be keen to know how the top online fashion brands became successful.

We decided to write the content showcasing the behind-the-scenes story of every top online fashion brand and their life-changing decisions. 

The result is in front of you. We still own that featured snippet.

You can optimize your content for a specific audience and get a much higher ROI. It doesn’t matter what keywords you use, as long as they’re relevant to the people who will be reading them!

2. Disdaining the user’s reading intent

Being an SEO, you care a lot about user search intent; what goes missed is their reading intent – the “Why” of a person reading the content.

For example, this week, we optimized content for “ReactJS developer skills.” When we received the blog for optimization, we saw it had the section, “What is ReactJS and its benefits.”

My team member quickly messaged me about whether we should have that section considering the topic and the users’ reading intent.

We removed that section before it goes live, as we should understand that people coming to read about ReactJS developer skills are very well aware of the basics of ReactJS. You don’t need to waste their time and effort there.

Before optimizing, think twice about why a person would continue reading your content, improving content metrics.

3. Not analyzing the right data in Search Console

Today, every SEO is looking for quick hacks. Here is one I found recently,

Aisha Preece has suggested a great hack, but we need to choose those high-impression queries carefully.

Here is a list of the top 10 queries on Google Search Console (GSC) to optimize the content, “X Benefits of Full Stack Development.”

The highlighted user search queries have the highest impressions. If we choose them to optimize the content for them, we end up making a mistake that would cost not just our content creation but optimizing and link-building effort, leading to negative ROI.

Why? Because the user’s searching and reading intents behind those keywords won’t match the topic that we are optimizing. 

The people searching information for the query “hire full stack developer” are not looking to understand the benefits of full stack development but to hire a developer doing that.

4. Forgetting about analyzing user behaviors

Most content optimization sticks to looking at GSC and optimizing keywords in any way possible.

But ROI doesn’t stick to keyword rankings, and it goes beyond traffic and conversions. 

While conversion is still the most significant ROI metric, most SEOs skip looking at conversion optimization tools to see how people behave on the content they’re looking to optimize.

Forget conversions if that’s too high. Think of content metrics such as engagement rate, engaged sessions per user, and average engagement time. The content you optimize should be improving these metrics too.

You need to look at what makes your audience read the content more, whether they find images interactive, whether that highly creative pop-up is annoying and much more.

Unless you know these things, you only optimize for keywords, not conversions. And honestly, better keyword ranks don’t guarantee business. Avoid making such a content optimization mistake.

5. Not analyzing your competitors thoroughly

I often see SEOs considering the following things while doing a competitor analysis for content optimization.

How many words they have writtenWhat headings they have usedThe keywords they rank forThe backlinks (but least important)The media they have added

The biggest mistake we make here is looking at what our competitors have added. We should be looking at what they haven’t. After all, outperforming them would drive excellent results.

For example, when we were doing competitor research to optimize the content on “top fintech apps,” everyone talked about the fintech app. None of them wrote about which type of fintech app it is.

We added that line for every app in the list, and we got the featured snippet for the most competitive and high-impression keyword.

You should be looking at the right things in the right places.

6. Not defining a content optimization structure in advance

A mistake we commonly see across agencies, publishers, and sites with more than 1000s of blogs to be optimized.

Every site is different, and so is its content optimization strategy. But, what can be the same is the structure you use to optimize your content.

Recently, we came up with a structure that we created to use across different projects and teams. 

Note: Content optimization structure example on Google Docs.

Like any other task, having a structure for content optimization eliminates any chances of missing out on an important aspect and improves how efficiently it’s implemented.

7. Skipping the tech content audit 

What if the optimized content has a poor user experience on the mobile site? The content has media that take years to load. Navigating from one page to another is a puzzle for the user.

Do you think such issues will sustain the user on the site for more time? Of course, not.

How can you expect that content to improve performance metrics?

Get the technical audit done. If you have done it already, that saves time. 

But, in a case like ours, when you have got a project only for content optimization, I would suggest you follow the below tech content audit steps by Tory Gray and Tyler Tafelsky.

Ensure your JavaScript content is fully accessed and rendered using SEO Spider Software.Audit core web vitals (as you already have access to GSC) and optimize for page speed using the Page Speed Insights tool or the Chrome Web Vitals Extension (to save some time).Audit index bloat and keyword redundancies, and prune mindfully using sitemaps.Determine (and improve) pages where you’re losing users using Google Analytics.Leverage content gaps inspired by competitors and keyword data using an SEO toolConsider non-SEO segments and overall conversion value using the SEO Spider tool integrated with Google Analytics API.

If the doctor doesn’t know your problem, it would be difficult to suggest the medication. And, you know the implications of incorrect medication, right?

8. Mapping the irrelevant keywords

This is one of the most common content optimization mistakes I have seen, experienced, and rectified.

Even at Missive Digital, we invest a considerable amount of time training new joiners on how they don’t have to choose money keywords when optimizing a blog and vice versa.

If you go back to your past and current optimization docs, you will see a mix of both blog and money keywords to be used in the blog.

With this, you’re confusing search engines on which page to give importance for ranking the target queries and also inviting keyword cannibalization issues.

With such issues, the blog page won’t be able to educate the audience, and the money page won’t convert. Ultimately, your content optimization effort would not result in a positive ROI.

9. Choosing a non-user-friendly content flow

How do you say if the content has a non-user-friendly flow? By comparing the topic and its users’ reading intent with the content flow.

For example, let’s take the blog example, “The best smart TVs to buy in 2022.”

The content is good, so it has most queries on page 1 or around it.

Following is the content flow where the buying guidelines are on the top of the list of best smart TVs to buy in 2022:

We don’t mind putting the buying guidelines on the top if it’s short, but this buying guideline is of almost two scrolls on the desktop. These scrolls would get doubled on mobile screens. It might distract people from coming to the point on why they’re recommending the presented smart TVs.

We recommended changing and having the list before showcasing the buying guidelines to win users’ hearts and even the featured snippets.

You need to understand why a person is landing on your page and what you should do to avoid distracting them. Otherwise, such a mistake can make you stay away from page 1.

10. Missing out on contextually adding internal links 

Another huge mistake happens on internal links that directly impact your SEO ROI. This mistake happens in two ways,

When you link to a page on an irrelevant anchor textWhen you put “Read more:” links instead of putting them on the anchor text

For example, while optimizing the content on “6 Commonly Referenced Data Governance Frameworks in 2022,” we found that the internal link to the data governance definition is given at the end, asking people to go and check out that blog to understand in detail.

Because this is a definition, a well-utilized anchor text would be the best to drive significant value for the linked blog. We recommended changing the link placement where the definition was just starting.

In another case, we recommended removing the read more section on another blog for the same client because they already gave that link in its respective section on the relevant anchor text.

Now you might wonder how to decide if we should add a Read More internal link or a keyword-focused anchor text.

In my opinion:

You need a “Read More” section when you think the linked content would help the user move to the next customer journey stage. 

But, if you’ve used a target keyword of another page in a sentence for the first time, you can choose to make it an anchor text. If you use that keyword to ask them to go and check out the content, you’re inspiring them to leave reading the current page and move on to the next.

Contextualize the links you put on your pages to drive the most value. 

11. Updating only dates, years, and keywords

Consider it a myth or mistake; many SEOs consider optimizing content means updating only dates, years, and keywords.

Changing the title from 2021 to 2022 is not a content optimization; it’s only title optimization.

Just putting some keywords in the content doesn’t make it content optimization. 

If you think in this way, you’re making a huge mistake because you won’t see any ROI even after optimizing content.

Content optimization also includes,

Adding missing parts

The introduction of a blog helps the user get the context of the blog, and the conclusion gives them clarity on what they learned and what they should be doing about it.

And, if such necessary information is missing, you need to add them.

Adding new section

You can add a new section if you feel the content is incomplete for a user to get enough value. Here is how you can suggest them.

Writing a new blog and cross-link with each other.

Sometimes, you create a guide-like content where you have different sections, which can be explained in detail but not in that guide. In such cases, you need to write a separate blog and use its summary in that guide-like content.

With this kind of content optimization, you get the opportunity to rank for another blog and pass the internal link juice to the guide-like content and vice versa.

We often call it a Hub and Spoke model, which Andy Chadwick explained in detail how you could use the right way.

Removing unnecessary or stale content

Content optimization is certainly not only about adding new things but even removing the things that can hamper the actual ROI. The way we think, removing zero-performing content can drive great results.

Dana DiTomaso says in a blog post by Andy Crestodina,

“Sometimes you’ll find several blog posts on the same topic but they’re all mediocre, so none of them rank. If the content is still something you want to keep, then combine them into a much better post and redirect the old posts to the new one.”

Following are the scenarios where removing the content makes more sense:

When your content has less than 10 or 20 impressions a quarter.When most of your content has definitions and benefits to refer to. Not every content needs that.Trends, best practices, and quick hacks change from time to time.

Changing the length of a section

As content curators, we don’t believe in more extensive introductions or brief explanations in a how-to guide. In such cases, we suggest changing the length of the section considering the content metrics.

Adding visuals

Add them if you feel your audience would benefit from looking into videos, product GIFs, infographics, and more.

Most content that we have featured snippets for has some visuals for sure.

12. Missing out on image optimization

Adding images is one thing, but optimizing images during content optimization means ensuring those images are,

Added contextually (and not just the stock photographs)Named appropriately (and not just logo-1.jpg)Described properly with proper ALT attribute (and not just logo-1)

I shared more on my strategy for optimizing image ALT attributes in this presentation.

13. Being strict on external links

Either people don’t put external links, or if they put, they always consider them making “nofollow.”

Here is what the Google guidelines have on the “nofollow” attribute,

“Use this attribute for cases where you want to link to a page but don’t want to imply any type of endorsement, including passing along ranking credit to another page.”

For example, in one of my blogs on eCommerce FAQs, we made all the brand links to “nofollow.” The blog has been on featured snippets for over three years now. 

But, for a blog on content-driven commerce written by Vatsal Shah, we didn’t make all the links “nofollow,” and it’s still at rank #1 for over two years now.

Let’s look at another blog on eCommerce entertainment. It’s on rank 1 for over two years with a mix of “dofollow” and “nofollow” external links.

You should not hesitate to use external links if you think they can add value to your content. 

You can choose whether to nofollow them or not, based on your experience.

14. Optimizing for SEO plugins

Ah! This one is amazing. 

When interviewing candidates for the SEO roles, I ask them, “I see you’ve done content optimization. Can you please share how you do it?”

Candidates are like: “We look at the SEO plugin, whether Yoast or Rank Math, and optimize the content to achieve the green color in the scorecard.”

I’m clueless when I hear that.

If we don’t optimize our content for the search engines, don’t do it for plugins as well.

15. Over optimizing content

Thankfully, we haven’t seen so many blogs with such a mistake. 

And that’s why we don’t even have it on our checklist earlier.

But while I was writing this blog, one of my team members asked if we could tell our client that they had stuffed a keyword.

That’s when I decided to add it to this comprehensive list of content optimization mistakes.

There is no keyword density to focus on today, but the keyword should be added naturally and not in every sentence.

Readers are smart enough to identify if you’re faking what you’re saying when you stuff keywords. If users leave your site with such an experience, you lose them forever.

So, just stop it if you’re even thinking about it.

16. Not thinking about building links

I have experienced and heard a lot of case studies where a site is ranking without building links.

But what about conversions, thought leadership, and brand authority? That comes with building links.

Be it any business (even my agency), mostly leads convert from the repeat visitors.

They have visited your website, researched your business on different platforms, and then come to your website again to put the inquiry.

For every content you create and optimize, you should think of distributing it on the right platforms to make the most out of it.

As I said earlier, ranks don’t guarantee conversions, but the authority does.

17. Skipping the performance monitoring

Last but not the least mistake of content optimization is not monitoring the performance of the content optimized. 

How will you come to know if the optimization worked? Whether it drives more engagement or conversions? Content metrics come into the picture. You can use various SEO tools, Google Analytics, Search Console, SEO spider software, and more to monitor the content performance.

But, what’s more important is how often you track it.

We have this tracker, where we monitor the performance every week after the content is updated as per the optimization suggested.

Use my MOM (Monitor -> Optimize -> Monitor) approach to improve results. I coined this approach during my talk on boosting organic traffic using featured snippets at Whitespark Local Search Summit 2021.

Optimize your content wisely.

The above 17 content optimization mistakes help you stick to what is suitable for your audience and brand more than the search engines. After all, publishing content is only 20% of the task. The rest, 80%, is optimizing it to own featured snippets.

Go, and download this infographic to circulate among your team and friends for them to keep handy.

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