John Reinesch explains how competitive analysis works for search engine optimization, providing details on how to determine the companies succeeding most at organic visibility, which keywords are most valuable, and which backlink strategies work best. He writes that competitive analysis is important because it helps marketers understand the tasks they should prioritize and the best ways to build campaigns that connect with consumers. By seeing where competitors are strong and weak, marketers can determine how difficult it will be to outperform them and the amount of resources it will take to do the job.
A lot goes into determining what advertisement Google will serve on a page and what search features to show. Jennifer Slegg provides additional insights after attending a conference in Dallas last week. She asked Google's Gary Illyes how Google determines what to show. He confirmed that there is no interaction between AdWords and Search, and then provided more detail. There is a bidding system behind the scenes to decide when to show special features such as maps, knowledge panels or other results. Slegg explains.
Bridging the gap between search and television ads, Google wants to get "TV companies to adopt its video ad tech software – and in the process is looking to displace Comcast," reports the Business Insider. Reports suggest Google has held "corporate level discussions with some of the giant TV conglomerates about strategic partnerships." The deals would provide TV companies with incentives to adopt Google's video ad technology. it also would give them access to Google data used for ad targeting.
Chinese mobile search company Sogou said it has filed initial public offering to the U.S. Securities and Exchange Commission. The goal is to raise up to $600 million on the New York Stock Exchange (NYSE), reports ZDNet. Beijing-based company will trade under the stock symbol SOGO. JP Morgan, Credit Suisse, Goldman Sachs, and CICC will be among the underwriters. Tencent owns the biggest stake in the Chinese company, according to the report.
Nieman Lab takes a fresh look at push notifications amid forthcoming research from the Tow Center for Digital Journalism at Columbia and the Guardian U.S. Mobile Innovation Lab. Citing a preview of this research, Nieman Lab writes: “There is a big difference in the number of push alerts that news organizations send each day.” On the extreme end, “CNN MoneyStream sent the highest average number of alerts -- 11.1 per day -- and on some days, CNN and CNN MoneyStream sent as many as 17 alerts.”
Dow Jones, a News Corp company, posted fake headlines Tuesday claiming that Google would buy Apple for $9 billion. The media agency cited a technical error and denied being hacked, reports CNBC. Some headlines said "test," while others did not. CNBC shows examples.
Microsoft has joined the probe into whether Russian operatives bought pre-election ads on Bing search engine, as U.S.-based companies step up investigations. Federal and companies are looking into the extent of Russian efforts to influence U.S. media prior to the elections.
Bing Ads introduced Maximize Clicks on Tuesday. With the automated bidding feature, marketers no longer need to manage keyword bids individually. Marketers have been requesting the change since last year, when Microsoft launched the Enhanced CPC bid strategy