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December 13: The latest jobs in search marketing

Posted by on Dec 13, 2021 in SEO Articles | Comments Off on December 13: The latest jobs in search marketing

Content Specialist @ AgentSync (U.S. remote or Denver, CO)

Salary: $65-80k/yrCreate exceptional content. Content types include both short and long-form content such as white papers, blog posts, video scripts, infographics, and web page content consistent with our brand tone and voice.Write educational / industry-specific pieces, support partner content efforts as needed.

SEO Specialist @ Amsive Digital (U.S. remote)

Salary: Starting at $55k/yrAssist with auditing and developing strategies for Amsive Digital’s SEO project clients (including content, technical, local, e-commerce, and more), and reporting findings and strategic frameworks to clients.Develop comprehensive keyword research documentation and strategic keyword evaluations.

Senior Digital Account Manager @ Neon Ambition (U.S. remote)

Salary: $85-95k/yrThe perfect candidate is someone who is passionate about digital marketing (Google, Bing and Facebook ads specifically), client happiness and success, and an organized project manager looking to gain a better work/life balance at the same time.This position would own and lead client accounts while partnering with our experienced team of SEO, PPC and Content Marketing consultants to manage existing accounts and support new business efforts.

SEO Strategist & Copywriter @ FINE (U.S. remote or Portland, OR)

Salary: Starts at $65k/yrUnderstand and implement SEO best practices for FINE websites and clients.Perform keyword research to identify high-value search phrases.

Marketing Manager @ GatherContent (U.S. or UK remote)

Pay: $70k/yrGatherContent is looking for a B2B SaaS Marketing Manager who is committed to working systematically and will run proven existing channels and marketing programs.Use GatherContent’s platform to drive the workflow for all of the content operations the Marketing Manager will spearhead.

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Best Entry Level Digital Marketing Jobs For 2022

Posted by on Dec 12, 2021 in SEO Articles | Comments Off on Best Entry Level Digital Marketing Jobs For 2022

Best Entry Level Digital Marketing Jobs For 2022

Getting a digital marketing job is the first step for starting a career in digital marketing. The good news is that there are plenty of entry-level marketing jobs you can pursue, even if you have no experience. In this comprehensive guide, you’ll learn everything you need to know about entry-level digital marketing jobs including: Where […]

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The Ultimate SEO Checklist for 2022

Posted by on Dec 12, 2021 in SEO Articles | Comments Off on The Ultimate SEO Checklist for 2022

The Ultimate SEO Checklist for 2022

This is the ultimate SEO checklist for 2022. If you are looking for a comprehensive checklist to follow to optimize your website for Google in 2022, then you just found the right place. Our SEO checklist is complete and covers all areas of SEO including SEO basics, technical SEO, on-page SEO, keyword research, Off-Page SEO, […]

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Exclusive: The most popular Yelp search filters

Posted by on Dec 10, 2021 in SEO Articles | Comments Off on Exclusive: The most popular Yelp search filters

Yelp has provided Search Engine Land with the most popular search filters among users. “Open Now” was the most used filter across all categories, which speaks to the intent of customers browsing local reviews platforms like Yelp. “Request a Quote” was the second-most used filter for services businesses and the “Open to All” filter was also among the most popular filters for businesses in the Healthy & Beauty, Active Life and Shopping categories.

Why we care. The data, which is broken down by business category, speaks to how different audiences browse Yelp and what they prioritize when searching for a local business. While the data pertains specifically to Yelp, it can be used to improve your business’s presence across other local reviews platforms, like Google, as well, since these platforms share many of the same, fundamental features and filters.

Yelp’s most popular search filters. The most used filters on Yelp, by category, are as follows:

Services businesses (Auto, Home, Local, and Professional Services)

Open NowRequest a QuoteAccepts Credit CardsFast-respondingOffering a Deal

Restaurants, Food and Nightlife businesses

Open NowReservationsOffers TakeoutOutdoor SeatingOffers DeliveryGood for Dinner

Health & Beauty businesses

Open NowAccepts Credit CardsOffering a DealBy Appointment OnlyGood for KidsOpen to All

Active Life businesses

Open NowGood for KidsDogs AllowedOpen to All

Shopping

Open NowOpen to AllAccepts Credit Cards

Don’t overlook “Open Now.” As mentioned above, local reviews platforms are used by high-intent consumers that are likely to need a local business sooner rather than later. What’s open, at the time of their search, can determine which businesses they’ll eventually visit or contact.

While this may seem like a basic point, it underscores the importance of maintaining up-to-date business hours, which, for some businesses, may change frequently due to safety measures or staffing challenges related to the COVID pandemic or holiday schedules. Both Yelp and Google offer the ability to indicate special hours so that you can keep customers informed that you may not be operating as usual.

Filters reveal consumer priorities in different verticals. In the Restaurants, Food and Nightlife categories, “Offers Takeout,” “Outdoor Seating,” and “Offers Delivery” accounted for three of the top-five filters. This may be due to the pandemic’s effect on consumer preferences and speaks to the pivot in services that many food and nightlife businesses had to undergo to support these new expectations.

“Offering a Deal” was another popular filter for services businesses (auto, home, local and professional services) as well as health and beauty businesses. This may indicate that competitive pricing or other incentives are a priority for consumers looking for businesses in these categories.

“Open to All,” a filter and attribute indicating that a business is a “safe and welcoming place for everyone, regardless of race, ethnicity, national origin, sex, sexual orientation, gender identity and expression, immigration status, religion or disability,” was also among the top filters for Health & Beauty, Active Life and Shopping businesses.

Over the last few years, ethics and personal values have taken on more important roles in determining which businesses consumers are willing to support. To that end, Yelp has introduced numerous diversity attributes, including the Asian-owned, Black-owned, Latinx-owned, Women-owned and LGBTQ-owned attributes. Similarly, Google Business Profile owners can self-identify as Black-owned, Veteran-led, Women-led and LGBTQ-friendly.

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Google Ads refreshes custom columns UI and adds new metrics

Posted by on Dec 10, 2021 in SEO Articles | Comments Off on Google Ads refreshes custom columns UI and adds new metrics

Google Ads is rolling out a new user interface for custom columns as well as new metrics, a Google spokesperson has confirmed to Search Engine Land. “The update will be rolling out to all advertisers in the next few weeks,” a Google spokesperson said.

Tip of the hat to PPCGreg on Twitter for first bringing this to our attention.

The new custom column UI, with some of the new metrics. Image: PPCGreg.

Why we care. Custom columns add flexibility by enabling advertisers to compare the metrics that are most important for their particular needs. The new metrics make this feature even more useful by, for example, enabling advertisers to monitor their Search impression share alongside other campaign metrics.

The new metrics coming to custom columns. With this update, the following metrics will be available for custom columns:

Spreadsheet functions.Calculate/compare metrics across date ranges (example).Non-metric columns (like Campaign name or Budget).Reference other custom columns.Search, Click and Display impression share.Three phone call metrics, and others.

What Google said. “We’ve updated custom columns to make it more flexible for advertisers to use,” a Google spokesperson told Search Engine Land, “With the new UI, advertisers can more easily see their data and work with it to derive new insights by comparing different metrics. We’ve also added additional features based on advertiser feedback. We’re looking forward to bringing these new features to all advertisers in the next few weeks.”

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3 lessons for creating a more unified customer experience

Posted by on Dec 10, 2021 in SEO Articles | Comments Off on 3 lessons for creating a more unified customer experience

3 lessons for creating a more unified customer experience

“We’re all in this together.” Last year, this statement became the universal motto of brands everywhere, as people learned to adapt to unfamiliar circumstances brought on by the global pandemic. 

As the world embraces more in-person interactions, things aren’t going to just go back to the way they were before. The great challenge for brands is how to reimagine their approach to customer experience by connecting every point of interaction, uniting all teams across the business and merging the trust gap between brands and consumers. 

To help marketers understand how to bring these pieces together, Acquia surveyed 8,000 consumers and 800 marketers across Australia, Brazil, France, Germany, Japan, Singapore, the United Kingdom and the United States. Our research explored shifts in both marketer and consumer expectations around customer experience and privacy. Now we’re sharing key lessons we learned from this research in our global report: Deliver a Modern Digital CX: A Guide for Marketing Innovators.  

1. Create more content without sacrificing brand consistency  

With live events, trade shows and physical storefronts unavailable, business leaders needed to stay engaged with their audience by expanding their content efforts to new channels and formats. 

Our CX Trends Report found that 49% of global marketers have created more content for customer engagement in 2021 compared to previous years to fulfill new customer behaviors. But as businesses introduce dozens of new content channels into the mix, maintaining brand consistency and a clear, overarching brand message becomes more challenging. 

Without strong brand governance and oversight into all the content you’re publishing, the customer journey can become confusing and frustrating, sending your audience off to a competitor. 

2. Empower marketer and developer collaboration with low-code tools 

Meeting the rising demand for new, more personalized content requires organizations to eliminate barriers between internal teams and take a holistic approach to creating digital experiences. 

Our survey found that 83% of marketers still struggle to create content that can be rapidly released across all their digital platforms. If businesses want to reach maximum efficiency and get new experiences to market faster, they need to use their teams to their full potential. 

Today, 72% of marketers require help from technologists to create digital customer experiences. Rather than waiting for developers to fulfill requests, modern marketers need tools that will put them in control of shaping the customer experience from end to end. 

3. Bridge the gap between customer privacy and personalization with first-party data  

One of the greatest points of disconnect our CX Trends Report revealed was in marketers’ and consumers’ perceptions of how organizations use individuals’ personal data. 

Marketing teams need customer data to create personalized experiences, but customers want to have meaningful experiences with a brand before providing them with this information. This is the privacy and personalization paradox. 54% of global marketers found that increasing personalization efforts led to more engagement with consumers. 

So how can we bridge the customer trust gap? Our survey points to first-party data as the secret weapon that will keep companies successful in the long term.

While the future of digital transformation is often unpredictable, the customer experiences your brand offers should feel seamless and trustworthy. Learn more about how today’s marketers create more unified customer experiences in our new global report, Deliver a Modern Digital CX: A Guide for Marketing Innovators

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Zero click search: the new consumer comfort zone

Posted by on Dec 10, 2021 in SEO Articles | Comments Off on Zero click search: the new consumer comfort zone

Zero click search: the new consumer comfort zone

30-second summary:

Zero click search presents advertisers with the opportunity to pro-long budgets during periods when the paid search landscape is hypercompetitive
Brands can cash in on zero click searches for the organic element of their overall search strategy to gain visibility and drive conversions
Barilla Group’s global digital & search marketing manager, Nitin Manhar Dhamelia advises on zero click search optimization and measurement

Historic context

Back in 1998 when Google was founded, it served 10,000 searches per day and by 2012 it was 3,500,000,000 searches per day.​ And in 2021, search volumes continue to explode with Google serving around 5,600,000,000 searches globally per day.​

Its success in becoming a transitive verb was borne when Google tasked itself with bringing order to the chaos of the world’s knowledge. It knew that to achieve this magnitude of top-of-mind awareness, the key would be to create a window to the web that was inclusive, accessible, and easy to understand for the general population; it knew that inclusivity would accelerate adoption. Even today, the search giant is always working on improving the consumers’ search experience and 2021 saw several key algorithm updates roll out – passage ranking, page experience, page titles, MUM, mobile-first indexing, and more.

Not too far ahead in the future, Google is going to make it even easier for consumers to access information about brands.​ But why?

Micro funnels

Because people visit Google in key decision-making moments along the buyer journey – essentially, each Search session can be deemed a micro funnel. In fact, after the pandemic, there is no undoing the great reset. Nearly, 15 percent of Google search queries Google attended were first of their kind. And 81 percent of consumers discovered new brands online during the pandemic.

“There isn’t a world where people revert back to their 2019 behaviours, and part of that is now a part of their comfort zones.” – Corie Barry, CEO, Best Buy

Google’s own recent retail report identified four key consumer insights:

Dynamic demand: People’s buying patterns will continue to change in response to unpredictable times
Digital inspiration: People will use the internet to be inspired
Convenience: People will prioritize convenience while shopping
Supportive spending: People will be more mindful of how and where they spend their dollars with “values” playing a major influencer

Even though less favored by advertisers, zero click searches are pockets of opportunity for brands to focus on as part of their branded search strategy.

With great power comes great responsibility

With its always-on innovation focus, Google is constantly expected to eclipse itself (for the better) and the way it aims to achieve that is by presenting information in ever more easy-to-digest consumer-friendly formats.​

Its solution? Bringing convenience and comfort to their searcher’s online journey with zero click search. This means redesigning the search experience to align with a lucid consumer journey, which in some cases implies that – the journey both starts and ends in Google, and without a single click in the search results:

In terms of how this translates into volumes of searches, take a look at the data from an industry study below:

What does this mean for brands?

In my own research the split of traffic between the core search marketing channels for a keyword that has a “need” intent, calculates to:

Paid: 6.5 percent
Organic (above the fold): 31.5 percent
Organic (below the fold): two percent
Zero Click Searches: 60 percent

Extraordinarily, the last number isn’t too far off an original 2020 study that was made of a sample size that is far greater than most brand marketers might have immediate access to.

However, when smaller, localized in-house studies surface very similar results it drives the conversation forward into where we need to focus a proportion of our overall search budgets: creating data-driven content that contributes to adding value and top-of-mind awareness (TOMA) to consumers.

Tips for brands to optimize and measure zero click search

The people also ask (PAA) feature in Google (essentially website content derived FAQs in Search results) are around six times more likely to appear in a search results page versus featured snippets.  And therefore, PAA should not be underestimated as a branding tool. So the first tip is to create editorial content that resides on your website and optimize for PAA – using long-tail search data.

And the second tip is to optimize your content for featured snippets across brand and partner websites – your keyword traffic or search traffic insights could help prioritize this activity internally.

Another interesting insight that stood out was – regardless of the industry, most “big” brands will trigger a PAA.

Measuring zero-click performance

Gauging the impact of zero click search remains a frequently asked question itself and a continued enigma that has hampered brands from focusing on this highly important search facet. These are some valuable avenues for search marketers to track the zero click search features’ performance:

1. Understand relativity

Understand the relationship between impression volume and average ranking for a target keyword(s) in the Google search console to create insights into where branded content can trigger a zero click search result.

2. Track soft metrics

This is where the soft metric shines – so by focusing on zero click SERP features for brand vs competitor domains, it’s possible to create an index to track the outcomes and evolution of a soft metric such as ‘share of intent’. This will help you grow product or service awareness/consideration via the zero click search element of your Search Strategy.

Piecing all this information and tailoring it to your brand will positively add a new dimension to your search marketing strategy.

Nitin Manhar Dhamelia is the global digital & search marketing manager at Barilla Group. Nitin has a 15-year track record of global B2B/B2C team management, governance, commercial experience, across Americas, EMEA, APAC.

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20211210 SEL Brief

Posted by on Dec 10, 2021 in SEO Articles | Comments Off on 20211210 SEL Brief

The post 20211210 SEL Brief appeared first on Search Engine Land.

Microsoft Advertising adds Asian-, Latin-, Women-owned and Diabetic-friendly business attributes

Posted by on Dec 9, 2021 in SEO Articles | Comments Off on Microsoft Advertising adds Asian-, Latin-, Women-owned and Diabetic-friendly business attributes

Microsoft Advertising adds Asian-, Latin-, Women-owned and Diabetic-friendly business attributes

Microsoft Advertising has added Asian-owned, Latin-owned, Women-owned and Diabetic-friendly business attributes, enabling advertisers to showcase more of their selling points and values, the company announced Thursday. These four new attributes join the 32 Marketing with Purpose business attributes that Microsoft introduced in September.

An example of the Women-owned attribute within a text ad. Image: Microsoft.

Why we care

Personal ethics and brand values have become factors in buying decisions for many customers. Being able to quickly differentiate your brand from others, through attributes such as these, can help you stand out from the competition.

Additionally, inclusive ads drove a 23-point lift in purchase intent among consumers belonging to Gen Z, whether the person experiencing the ad was personally represented or not, according to Microsoft.

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Ads Creative Studio’s Asset Library is coming to Google Ads

Posted by on Dec 9, 2021 in SEO Articles | Comments Off on Ads Creative Studio’s Asset Library is coming to Google Ads

Ads Creative Studio’s Asset Library is coming to Google Ads

Advertisers have reported a new Asset Library within Google Ads. “Asset Library, as it exists in Ads Creative Studio, is coming into Google Ads,” a Google spokesperson confirmed to Search Engine Land.

Tip of the hat to Brett Bodofsky for first bringing this to our attention.

The Asset Library within Ads Creative Studio. Image: Google.

Why we care

The Asset Library may enable advertisers to improve their workflows. For example, you could upload an image and then reuse that image in different campaigns. Additionally, it can be used to make any Standard Rich Media creative dynamic by switching out images or videos while the campaign is live. The Asset Library can also be used to host dynamic assets and reference them from within your dynamic feed.

More about the news

The Asset Library is currently in closed beta; Google has not announced when it will roll out to more advertisers.The Asset Library will display any existing image assets the advertiser has in their account. From this view, advertisers can choose to search among existing assets or create new assets. The Asset Library was first introduced with the launch of Ads Creative Studio, which unifies tools previously found across YouTube, Display & Video 360 and Campaign Manager 360, in June 2021.

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