• Is Your Jaded Outlook On Mobile Destroying Your Search Campaigns?
    It's still shocking how poor some mobile sites are. Even some legitimate retailers doing north of $10 million in annual revenue seems as if they're in mobile denial. In 2013, Google tried to force AdWords advertisers to step up their mobile game with enhanced CPCs. Advertisers in mobile denial reacted by dramatically lowering the mobile CPCs because "our customers don't use their phones to shop." In 2014, Google began using mobile-friendly labels on its search engine results pages to help users identify mobile-optimized sites before clicking through. Mobile deniers claimed that since the label didn't influence their organic rankings, this ...
  • Am I The Top Online Marketing Writer?
    Friends, I try not to brag too much about the various honors and accolades I receive, but this one was just too big to not discuss: last week, I was awarded the prestigious Top Online Marketing Writer of the Year Award. The organization that awards the prize - The Top Writers Foundation - has a rigorous process to determine the winner, as noted on its Web site: "At Top Writers we evaluate and rank writers in order to identify the best authors. We have created our proprietary methodology for identifying the best writers and ranking them based on their merits ...
  • How To Leverage Changes In The Search Interface
    Every day, the world of search becomes more complex. Google is a constant, while Bing increases share and Yahoo descends. YouTube, Facebook, Yelp, Amazon, TripAdvisor, Google Maps and other platforms each have their own unique results interface, and for specific industries, these might be more important than what takes place on Google. Yet, while Google's dominance is constant, its result page is anything but. We'll look at how to navigate what is changing on Google (rich answers) and how nontraditional platforms are starting to play a role in search.
  • Five Lessons From 272 Columns
    "Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning." I have no idea what this means, but Winston Churchill said it, so it must be sage - and seems a fitting way to begin the end of my run as a Search Insider.
  • Can Google Close The Trust Gap With Amazon?
    With rumors of a Google Retail Marketplace heating up, there has been much speculation about Google's ability to accurately vet retailers' customer service and shipping practices.
  • No More Keywords -- No More Text Ads, Either?
    A few weeks ago, Google hosted its annual AdWords live stream to announce the latest batch of additions to its ecosystem. In keeping with tradition, the changes came fast and furious. For me, the most significant changes were a slew of new mobile ad units that deemphasize both keywords and ad text. Essentially, the role of the advertiser is to provide a properly formatted feed to Google and set the right bid amounts, and then let Google determine where and when to show your ad.
  • Mobile Ascends The Throne Of Search
    At its recent AdWords LiveStream 2015 event, Google announced that mobile search volume had passed desktop in the U.S., Japan, Canada and seven other undisclosed markets. The company used this as the backdrop for highlighting three features rolled out in the past year: 1) app promotional tools 2) cross-device conversions and 3) store-visit insights. Beyond its specific products, Google made some provocative statements ("the purchase funnel is officially dead") and tied its work on "micro-moments" to new AdWords opportunities. It emphasized three major industries: automotive, finance and travel. The implications are obvious to retailers, especially those in the emphasized industries, ...
  • 12 Rounds Of Search Marketing Insights From Mayweather And Pacquiao
    This past weekend brought the highly anticipated welterweight unification boxing match between Floyd Mayweather and Manny Pacquiao. While the fight went 12 full rounds, many fans felt they did not get their money's worth. Sometimes marketers can feel that way about search. (How's that for a segue?) Here are 12 boxing-inspired insights to ensure your search marketing lives up to the hype:
  • Five Deadly SEO Replatform Sins
    There comes a time when every company needs to look at its current technology platform to make sure it is cost-effective, productive, adapts with new technology, is scalable and meets business objectives. On the downside, most companies will evaluate many different platforms and involve only the tech team, ignoring the most important group of all: SEO. As a result, when it comes time to set up the website on the new platform, things can go horribly wrong. Many companies routinely make mistakes that result in a tremendous reduction of traffic, revenue and conversions. All of this can easily be avoided ...
  • Will Facebook Anthology Disrupt Video Advertising?
    Video advertising still kinda sucks. The persistent video advertising model typically forces viewers to suffer through 15-30 seconds of excruciating pain while waiting to view the content they actually want to watch. Anthology is Facebook's attempt at improving the video advertising experience by increasing both the quality and relevance of video ads.
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