Category: Search Marketing Column

Looking to get out of the SEO business? Good!

It’s not your imagination — there’s no denying that SEO has become increasingly difficult over the last few years. A recent thread on WebmasterWorld highlighted this fact when a poster lamented the challenges he has faced adapting to changes in...

/ November 28, 2017

2-step methodology for dealing with PPC performance downturns

The most important thing I’ve learned from my 15 years of PPC experience is that sooner or later, account performance will take a downturn. When that day comes, we must be prepared to deal with the consequences of performance not...

/ November 27, 2017

When SEO isn’t your SEO problem

If you’ve been doing SEO for any length of time, you’ve undoubtedly experienced your fair share of failures. And in many cases, frustratingly, the SEO program itself was not the issue. While I’ve discussed meta topics such as management challenges, getting...

/ November 24, 2017

Google’s all-new, quite counterintuitive guide to ad testing

Over 2 1/2 years ago, I wrote about how ad rotation works in AdWords. Since then, a whole lot has changed. Most recently, we’ve simplified the options for ad rotation. Let’s take a closer look at how ad rotation works...

/ November 24, 2017

Why consistent marketing can pay big results for small industrial manufacturers

“Dianna, you’ll never reach your goal if you don’t consistently monitor your diet!” my trainer chastised me after my weigh-in and measurement. “You can’t out-exercise a bad diet!” In that instant, I understood exactly what she was saying — because...

/ November 21, 2017

Is the featured snippet bubble bursting?

This article was co-authored with my colleague at Go Fish Digital, Chris Long. We’ve been bullish on answer boxes (also known as featured snippets) for a while now. Six months ago, we wrote about unique strategies we’ve been using to...

/ November 21, 2017

SEO + UX = Success

In the good old days, SEO was simple. You stuffed a page full of keywords, and you ranked number one. Oh, if only it were that simple today! Now, Google (and the other search engines) literally take hundreds of factors...

/ November 20, 2017

The final recrawl analysis: A powerful and important last step after implementing large-scale SEO changes

When helping companies deal with performance drops from major algorithm updates, website redesigns, CMS migrations and other disturbances in the SEO force, I find myself crawling a lot of URLs. And that typically includes a number of crawls during a...

/ November 17, 2017

How to steal the competition’s best keywords: A 3-step guide

Whether you’re new to paid search or an old pro, one of your biggest challenges is figuring out the right keywords. Pick the right keywords and your business will thrive. Pick the wrong keywords, and you might as well be...

/ November 17, 2017

7 Google tips to supercharge your Shopping ads

Shopping ads are great, and they continue to improve. If you’re looking to get more out of your Shopping campaigns, there are some straightforward actions you can take. Some of these have been true since Shopping campaigns were introduced back...

/ November 16, 2017