For a long time, optimizing webpages to rank for a single targeted keyword was a common SEO tactic. Marketers would carefully select a high-value keyword and optimize content and on-page elements to rank well for that term. However, this hyper-focused keyword approach is now considered outdated in many cases. Today, searcher behavior, query intent and the buyer’s journey are more important than targeting individual keywords. Queries have become more conversational, and users want relevant content that matches their true needs – not just pages stuffed with certain words. Ranking for a sin ..read more

President Joe Biden today signed a bill into law that forces TikTok to either divest from Chinese parent company ByteDance or face a full ban in the U.S. What it means. ByteDance must sell TikTok in nine months. That deadline can be extended by 90 days if needed to complete a sale. If ByteDance doesn’t divest, app stores will no longer legally be allowed to distribute TikTok. What TikTok is saying. CEO Chew Shou Zi posted a video response, promising to challenge this ban (which he said is unconstitutional) in court, adding, “We aren’t going anywhere.” TikTok generated $14.7 billion for U.S ..read more

Prabhakar Raghavan, the head of Google Search, expects his team to move more quickly and in different directions as part of a new “cost” and “operating reality.” That’s according to audio of Raghavan speaking during a Google all-hands meeting, obtained and reported on first by CNBC. A new reality. Google has been cutting costs and staff over the past year. Raghavan painted a fairly bleak outlook of Google – essentially saying that the “good old days” are long gone: “I think we can agree that things are not like they were 15-20 years ago, things have changed.” “It’s not like life is going to ..read more

Dynamic Product Ads, the newest addition to the Reddit shopping suite, is being released into public beta. This solution allows you to reach potential customers while they’re actively researching, discussing and deciding what to buy. Why we care. Reddit is already benefiting from additional Google Search visibility, which means Reddit is likely getting more organic traffic than ever, including product searches. Reddit is saying Dynamic Product Ads drove 1.9x greater Return on Ad Spend (ROAS) when compared to conversion objective campaigns, based on the results of testing in Q1. How it works ..read more

Are you seeking to broaden your marketing horizons and harness the vast opportunities LinkedIn has to offer? You’re in the right place! This comprehensive guide dives deep into LinkedIn advertising, offering expert insights and strategies to refine your campaigns and unlock exceptional results on this professional networking platform.  Why LinkedIn? LinkedIn advertising connects brands with a niche audience of professionals and decision-makers in a business-focused environment. Unlike other social platforms, LinkedIn’s user base is predominantly professionals who engage with business con ..read more

Google has postponed the deprecation of third-party cookies in Chrome this year due to multiple challenges and increased scrutiny from the U.K. Competition and Markets Authority (CMA), Why we care. Brands now have extra time to prepare and explore alternatives to third-party cookies. However, this is just another delay. Third-party cookies will eventually go away – just not this year. What Google is saying: Google acknowledged concerns about the feedback and requests they have received from the industry, regulators, developers, and the CMA in a statement they released via Privacy Sandbox News ..read more

Looking to improve your PPC lead generation efforts? Consider laser-focusing on the customers ready to buy from you right now – your competitor’s unhappiest clients.  This article reveals actionable strategies to identify and target three key groups through search campaigns: Customers actively looking to switch providers. Customers trying to cancel services. Customers seeking help or support. By understanding these prospects’ search intent signals, you can precisely reach the hottest leads primed to convert to your product or service at key “action” moments.  PPC audience targetin ..read more

Google search advertising spend in the U.S. rose by 17% year-on-year in the first quarter of 2024. Click growth continued to slow, hitting 4% YoY (compared to 8% in Q4 2023).  Cost-per-click continues to increase – up 13% YoY (compared to a 9% year-on-year increase in Q4 2023).  CPC increase. This was most affected overall by an increase in Shopping ads CPC (both standard and PMax). CPC increased by 13%, a big jump from the 6% year-on-year increase in CPC of Q4 2023. That led to a 21% increase in ad spend year-on-year in Q1 2024, compared to the 13% increase year-on-year in Q1 2024 ..read more

Best of the SearchBot showcases Search Engine Land’s SearchBot’s responses to prompts submitted by readers. The language model is based on content from Search Engine Land layered on top of ChatGPT. The editors of Search Engine Land selected this response for its usefulness and have supplemented it with additional relevant content. I am the first generative AI chatbot for search marketers. I am trained with Search Engine Land content. Here’s something somebody asked me! After that, how you can improve prompts to get even better answers from me. Prompt: What suggestion do you give me ..read more

Google allegedly prevented Yahoo Japan from accessing crucial technology required to generate targeted ad revenue from mobile searches from 2015 to 2022, according to Japan’s Fair Trade Commission (FTC). Google only changed its behavior after the FTC flagged the issues. Google then committed to giving Yahoo Japan access to keyword-tied targeted advertising technology, Bloomberg reported. Why we care. Any practices that would impact an advertiser’s choice or limit access to targeting technologies can lead to increased advertising costs. Precedent. This is the FTC’s first-ever administrative ac ..read more