5 ingredients for writing the perfect expanded text ad

If Google’s expanded text ads (ETAs) are supposed to perform better than standard text ads, why did Google delay the sunset for creating legacy ads from late October 2016 to the end of January 2017? A recent conversation I had with a Google product manager explained it pretty well. To start: quality matters. When expanded text ads are well-optimized, they outperform legacy ads; however, standard ads have had years to go through numerous optimizations, and in some cases, a brand-new ETA may not immediately outperform. The date was moved back to give people more time to experiment with their expanded text ads. The extra time is important so people have the time to test and iterate ads, while also giving holiday optimizations their proper due. At Optmyzr, we were curious what characteristics great-performing ETAs have in common, so we looked at 700 accounts, 1.2 million ads and over one billion impressions. I presented our findings at the MarketingFestival event last week in the Czech Search Engine Land Source

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Yext Reviews product is pre-optimized for Schema, balances reviews across sites

Yext, which has been primarily known for digital presence and listings management, is entering the relatively crowded reviews arena. The company is introducing a product called Yext Reviews, which it characterizes as “a comprehensive review management solution designed to help businesses monitor, engage, generate, publish and analyze their location reviews.” As indicated, it offers review monitoring, generation, response capabilities and distribution. There are also review-based analytics and insights. Denny’s is an example customer that is using the Yext Reviews product (this page is hosted by Yext). Customer reviews can be solicited via email, SMS or in-app based on visits and purchases (depending on the customer and its data). Yext also promotes the fact that reviews published to the customer’s own site/app are “pre-optimized Schema.org widgets so stars appear in your organic search results.” A unique and interesting feature of the product is “review balancing.” When a consumer is asked to write a review, an algorithm “dynamically chooses the most impactful Search Engine Land Source

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Opinion: Google is biased toward reputation-damaging content

If you or your company have seen something that harms your reputation abruptly appear in Google’s search results, you may be wondering how and why something negative could appear so fast — and how it gained against longer-established materials. It’s pretty simple, though: Google’s algorithm likes it better. Let me explain. First of all, Google has worked very hard to interpret user intent when searches are conducted. It’s not easy to fathom what people may be seeking when they submit a keyword or a keyword phrase. When someone searches for “pizza,” for instance, Google may assume that most of the time people are seeking local pizza providers, so it provides Map search results of local pizza restaurants, personalized to the locality of the searcher. But it also provides links to pages from nationwide pizza websites that deliver, as well as lists of top area pizza places, the Wikipedia article for “pizza,” and more. Since Google cannot always divine a specific intention when Search Engine Land Source

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SMX West is back in 2017 – registration is now open!

Search Engine Land’s SMX West is returning to Silicon Valley in 2017! SMX West is the ultimate search marketing conference experience for hard-core SEOs and SEMs: actionable tactics, speakers from renowned brands and digital agencies, networking, and top notch amenities. SMX West will be held at the San Jose McEnery Convention Center, March 21-23, 2017. I’ve put together this personal message for you, check it out: We hope you can join us to learn about the latest developments in the search marketing world. -Danny and the SMX West Conference Team The post SMX West is back in 2017 – registration is now open! appeared first on Search Engine Land. Search Engine Land Source

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Google creates its own antitrust woes with poor communication over search listings

Did Google deliberately try to reduce the rankings of ProtonMail, a tiny rival to Google’s own Gmail service? Almost certainly not. Even Proton doesn’t seem to believe that. But the case highlights how Google’s problems with publisher, business and webmaster communication can hurt it as it faces challenges on antitrust grounds. What happened with Proton Proton Technologies is a Swiss-based company offering a secure, encrypted email service called ProtonMail. It might be an attractive alternative for those who worry a service like Gmail isn’t private enough, either from government requests or Google’s own ad uses. Last November, Proton noticed that they were seeing a drop in daily signups for ProtonMail. Wondering why, the company started looking into its rankings on Google and determined there was a problem. In particular, ProtonMail wasn’t showing in the top results for “secure email” or “encrypted email,” as it assumed was the case in the past. Proton then suffered a problem that’s not unique for businesses and publishers. It had Search Engine Land Source

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Meet a Landy Award winner: Edelman takes home Best Overall Search Marketing Initiative award

Todd Silverstein and Alyssa Esker of Edelman accept the Landy for Best Overall Search Marketing Initiative. Historically known as a top-rated PR firm, Edelman proved its digital marketing chops at this year’s Landys by taking home the award for Best Overall Search Marketing Initiative. In July of last year, Edelman’s digital team out of Atlanta was tasked with completely overhauling a client’s search presence. The client — a mobile accessory brand — was suffering through its second year of a double-digit drop in online revenue and looked to Edelman to reverse the decline. “They had an e-commerce program, but were heavily reliant upon retail sales,” says Todd Silverstein, Edelman’s US Head of Paid and Search. Charged with increasing e-commerce sales by 18 percent and driving a 15-percent growth in organic traffic to the website, Edelman implemented an extensive and holistic campaign that touched on all things SEO- and SEM-related. Edelman’s SEM initiatives included everything from the creation of an entirely new account Search Engine Land Source

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how your increase search traffic on weebly 2016

how your increase search traffic on weebly 2016 Search Engine optimization as a marketing strategy Consumer behavour dictates that the higher your search engine ranking the greater your hit rate and consequent website effectiveness. It is therefore desirable for your website to appear in the top ten sites returned by a search engine for keywords related to your specific market. There are various techniques for ensuring that your website appears in the top ten rankings, the application of these techniques are referred to Search Engine Optimisation.

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