Since AdWords “punishes” ads that have lower click-through rates by giving them lower quality scores and less favorable page position, Pottery Barn could begin by identifying the keywords in its campaigns with extremely low CTRs, which are likely harming its quality score. For instance, in analyzing the retailer’s 2012 keywords, we found examples with very low CTRs such as “file folder storage” and “wooden bird house.” Pottery Barn may carry such items, but consumers are probably more likely to look to Staples or Office Depot for the former and to Brookstone or Hayneedle for the latter. … [Read more...] about Why Competitive Benchmarking is Integral to Paid Search Success
Depth first search vs breadth first search
Microsoft says it’s going to do new releases and upgrades monthly. And though I haven’t yet had an opportunity to try out most of the things being described in this post, I believe, from everything I have heard and seen, that Microsoft has achieved its goal of creating a much-improved search experience vs. what it previously offered. … [Read more...] about Microsoft Introduces New Live Search Index, Adds Features In Effort To Close ‘Relevancy Gap’ And Improve User Experience
Mobile search, which includes queries conducted via app and mobile browser, now accounts for 29 percent of all search activity, with smartphones driving a greater share (20 percent) than tablets (9 percent). Why the discrepancy? There could be several explanations. First and foremost, we’re looking at different data sets — Google’s numbers only take into account Google search data, whereas comScore includes data from other search engines, as well as in-app searches. It’s also possible that exponential growth in mobile searches has occurred between when the comScore data was recorded (Q4 2014) and when Google’s data was recorded (unknown, but presumably sometime in Q1 2015). … [Read more...] about Do We Need Some Perspective?
If you’re a grinder who doesn’t mind bulk keyword builds and you aren’t paralyzed into always waiting for statistically significant data to make changes, go for a tail account. Tail accounts can always find an extra point or two, and the level of ‘depth’ required on an individual query is less important. Go for a tail account if you’re always starting new tasks before perfecting the last one. … [Read more...] about Head vs. Tail – How To Shift Your Priorities For Each Type Of Account
The SEO Consultant A word needs to be said in acknowledgement of the single consultant. For the in-house SEO, there are advantages inherent in working directly with a consultant. Some of the agency’s strengths are also the consultant’s, particularly as it relates to breadth, keeping up on trends, and access to data. But there are weaknesses, too, particularly as it relates to bandwidth. An individual consultant can only take on so much work, and great ones are always in strong demand. This can translate to the consultant charging very high rates. … [Read more...] about Weighing In-House vs Agency SEO For Enterprise Search Strategies