Knowing what to believe in SEO can be challenging at best.You may hear two credible people stating two seemingly (or actually) contradictory things who are able to back their opinion with success stories or data.Very little is set in stone.Ad to make matters worse: things change.What is true one day may not be the next.In this article, we will explore some of the known and confirmed facts of Google’s 200 ranking factors, and what this tells us about search and our efforts.Before we dive in let’s begin with what I believe is the biggest myth.Myth: Google Has 200 Ranking FactorsOK, I can’t really prove without a doubt that there aren’t actually 200 ranking factors but let’s just consider one thing, an article.This article in fact, by Brian Dean written for Search Engine Journal way back in May 2013.The article is actually an infographic that claims to contain all of Google’s 200 ranking factors.Remember, this was written more than five years ago. … [Read more...] about 11 Things You Must Know About Google’s 200 Ranking Factors
Things you never knew about
Imagine this scenario: your programmatic marketing campaign was a big success; you hit your goals and now your client wants to know why. Or, maybe your campaign failed — in which case, your client is demanding an even more elaborate explanation. In either case, you need to know the behind-the-scenes details of your campaign targeting so you can answer your client’s questions and use the information in your next campaign. You especially need to know more about the people that converted. What were their behaviors, their search keywords, the sites they visited? Why exactly were they the right people to target? If you’re using pre-packaged data segments, you might not know any of this — and that’s a problem. You shouldn’t need a Magic 8-Ball to answer your client’s questions or design your next campaign strategy. Understanding audience targeting and media optimization is your job, right? But, because pre-packaged data segments obscure the data … [Read more...] about 4 Things You Deserve To Know About Your Programmatic Marketing
Whether it’s your CMO, your client or your client’s boss, we’ve all worked with someone who just doesn’t quite get search. And that’s OK. We can’t expect everyone to understand the intricacies behind what goes into that No. 1 ranking. SEO is easy in theory, but it’s a daunting task to take on, and Google isn’t exactly making it any easier on us. Still, having to explain the same thing dozens and dozens of times isn’t why we got into this business. Anyone would go a little crazy if they did that. So, in an effort to make both of our lives just a little easier, here are seven things I wish executives knew about link building and SEO. 1. Yes, You Still Need Links To Rank No matter what you read, link building is not dead. As long as people still rely on search engines to find information and as long as those search engines rely on links for rankings — and they do — link building isn’t going anywhere. Of course, the … [Read more...] about 7 Things I Wish Execs Knew About Link Building
Google is making a small change to how it reports AdWords Quality Score (QS) on October 10. While ad rank and the auction aren’t changing, advertisers using a tool or script to track QS may need to update their automations. I’ve updated Optmyzr’s (my company) free AdWords Script that calculates account-level QS to be compatible with the change in reporting, so grab a copy of that code at the end of my post. The announced change is not a big deal, but some of the other recent AdWords changes, like Expanded Text Ads (ETAs) and device-level bid modifiers, also have an impact on QS that I haven’t seen many discussions about. So I’ll share my thoughts on what these other changes mean for QS. October 2016 Quality Score reporting change Google originally planned for launch of reporting of null Quality Scores on September 12, but then delayed the launch to October 10. As part of this change, Google will report a QS of null (shown as “–” in … [Read more...] about What you didn’t know about recent Quality Score changes
As paid search marketers, we have something of a love affair with data. Paid search marketing is expensive, so we want to know where every cent is going and whether or not our ad spend is producing sales. Or at least, that’s what we tell ourselves. Over the last three years, we’ve audited more than 2,000 AdWords accounts at Disruptive Advertising. We’ve analyzed hundreds of millions of dollars of ad spend, nearly 100 billion impressions and well over 500 million clicks. After documenting, reviewing, and assessing all of those AdWords accounts in detail, we were forced to face a sad truth: paid search marketers aren’t as data-obsessed as we say we are. However, for those paid search marketers that are data-obsessed, our audits uncovered an exciting way to use your data to dramatically and predictably improve your account performance. Here’s what we discovered. Conversion Tracking Perhaps the most obvious finding of our 2,000+ audits was the fact that very … [Read more...] about Are You Wasting Your AdWords Budget?