The most common questions about AdWords sitelinks are what, why and how. At this point, the what and why are fairly common knowledge. Here is a 10-second refresher since it’s already been a long day and those neurons are no longer firing like they once were.
What are sitelinks? These ad extensions are links (and sometimes additional copy) below the traditional ad that help users navigate to a more specific destination. You can see “About PPC Seminars” and “More Locations” in the ad above.
Why are sitelinks valuable? We have a million* reasons to use sitelinks. To name a few: more visible ads, improved CTR, higher Quality Score, and better user experience with fewer clicks. This Google resource has a few more.
*By million, I mean 8-10. But it feels like a million.
The more interesting conversation stems from sitelink performance and how to measure their effectiveness. (more…)
Let’s start by clarifying that neither option is better than the other. It’s all about which is better for you and your learning style. I am simply here to help you make that decision by outlining the advantages of each.
Admittedly, I will confess my personal preference early and often so you know where I stand, as both an AdWords trainer and attendee, but you may disagree. For some, note-taking in a bath robe trumps face-to-face Q&A. I totally understand that, especially if you have one of those plush terry cloth robes that feels like being hugged by a cloud on a sunny day.
Both online AdWords training and offline courses have clear advantages. Let’s discover which ones are best for you. (more…)
Roughly 85 percent of Google queries are not new searches. The majority of searches are old favorites that are asked nearly each day.
The same is true at our Google AdWords trainings where FAQs dominate Q&A. People tend to struggle from similar obstacles year after year, whether it be match type or account settings or whatever.
Somewhere just beyond Michael’s top 5 common PPC questions is linking Google Analytics and Google Webmaster Tools accounts, a question that we hear at most AdWords training sessions.
“Why can’t I see my AdWords data in my Google Analytics?”
Each year about this time, digital marketers are bombarded by reviews of industry trends and projections on what’s to come. It’s all 5 Content Marketing Lessons from 2014 and Secret Strategies for SEO Success in 2015.
This is not one of those posts.
Leave your marketing plans in the drawer and forget your keyword research docs. This won’t help you with them. Think of it more like hump day material to take a break from the inbox and reflect on how much our industry has changed over 10 years.
Here are 10 graphs from Google Trends (focused on the US for consistency and accuracy) that illustrate how we have evolved and why we will all have “hacker” or “influencer” in our job title some day. (more…)
The odds are that my company’s marketing manager is scowling at me right now. Heck, the odds are that your company’s marketing manager is scowling at me right now. Why? Content marketing is tough to measure, yet essential to so many businesses. But someone needs to say it: Not every organization should have a blog.
The industry might take away my SEO license for saying that. After all, it is in our job description to be champions of content and all things that lead to more successful digital marketing. Unfortunately, too many people write too many blog posts simply for the sake of blogging, like an offering made without question to the God of Content Marketing. (more…)
Every discussion about the importance of specialization in marketing comes with a disclaimer: it cannot come with the risk of total tunnel vision. Digital marketers must maintain a broad understanding of each channel in their marketing mix, applying lessons and strategies from one to the others.
This article provides a brief overview of public relations (PR) and the three things that we should all learn from publicists: Personalize, Evolve, and Provide Value. (more…)
No company dictates the online marketing industry and all of our careers like Google. Regardless of whether you use the company’s products, your customers do and that leaves you no choice but to become a Google expert.
This post outlines 20 things that every marketer should know about Google. Some are huge (and somewhat unimaginable) dollar figures. Others are market share percentages. The one thing they all have in common: you need to know them.
If we missed any important facts, please let us know in the comments. (more…)
A fellow LunaMetrician recently returned from SMX Advanced and said it was refreshing to hear how much user experience (UX) and conversion rate optimization (CRO) were included in the SEO conversation this year.
The days of simply ranking for a high-volume keyword or getting visitors to the site have been eclipsed by metrics that more closely resemble offline business objectives. Now SEOs think in terms of sales leads and keep a close eye on landing page bounce rates, conversion rates and direct impact to the bottom line.
But before diving into the world of A/B and multivariate testing, it’s crucial to know where you stand. This 7-minute UX audit for landing pages should be the first step.
The news that Google plans to drop Authorship photos from the search results was unexpected, but probably not shocking to many SEOs. It will be done in an effort to provide a better mobile experience by decluttering the results, said Google’s John Mueller.
All speculation and mourning aside, we are curious how this affects Google users that have grown accustomed to Authorship photos and Circle information.
It was not long ago that link building specialists were the most lethal hired gun in SEO. As demand soared, Twitter bios classified their owners as Digital Partnership Builders, Online Authority Publicists and (cringe) Link Building Gurus.
But SEO is not always kind to specialists. The era of link building (blue) specialists is perhaps fading, visible in search volume report from Google Trends, as content marketing (red) becomes the skill du jour.
Is that the blessing and curse of any specialist? If so, a boom and bust career is not the relationship that most professionals would like in this industry. (more…)