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Showing posts from May 7, 2019
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The evolution of SEO and the shift from point solutions to platform

In the practice of SEO, as in life, the only constant is “change.” Even the pace of change in SEO is changing.It’s accelerating as results grow ever richer and more personalized, search engines more numerous and specialized, and searchers increasingly expect to be able to summon answers whenever, wherever and however they like.Though it may not always feel like it, none of this happened overnight. If we look at some of the key milestones in the evolution of search, we can get insight into how we got to where we are now. Let’s skip ahead a bit and start with Google in the early 2000s.The early 2000s: Google takes on black hat SEO methods by de-legitimizing and even penalizing unethical tactics like keyword stuffing and questionable link-building practices. At the same time, we see the very beginnings of localized search results.The mid to late 2000s: Google begins to refine the search experience with universal search, which incorporates results from sources like websites, social media,…

Contextual audience targeting: Pivot your audience strategy from cookies to content

The 2018 European Union’s General Data Protection Regulation, or GDPR, started the snowball of data tracking and privacy regulation in the United States, all but killing off what we know as behavioral “audience-based” targeting. However, these regulatory headwinds empower content creators and publishers to bring new, innovative targeting strategies to their advertisers.Content creators can offer GDPR-safe “contextually based audience targeting” to advertisers as an alternative to traditional cookie-based behavioral targeting. But first, let’s be clear about a few things.Change your assumptions: Consumers don’t want adsBehavioral targeting, coupled with RTB and programmatic technology, has given marketers a false reality: they assume users want to see their ads and offers. In reality, does a narrowly focused, self-serving message break through the noise to make a consumer’s life better? Usually, no. Sorry to break the news, but consumers don’t want ads: Ads have become more common, fre…

Connect with fellow search marketers at SMX Advanced

Advanced search marketers are always seeking fresh ways to boost conversions, drive revenue, and maximize awareness. Sometimes, the most creative solutions emerge from exchanging ideas with people passionate about search marketing, their careers, and their company’s success. People like you.Join us at SMX® Advanced, June 3-5 in Seattle, for invaluable networking events designed by search marketers for search marketers.This is your chance to share tips, talk shop, and grow your circle of professional contacts in a welcoming and engaging environment.Here’s a look at what’s in store:Community Meetups
Monday, June 3: 5:00pm – 6:00pmWe’re hosting two interactive meetups designed to deliver fresh insights and meaningful conversations:Gather together with fellow SEOs and Search Engine Land’s Barry Schwartz for a conversation about Google’s March 2019 core search algorithm update. Were you affected? What was the impact? Discuss the fallout and other hot issues at this SEOs-only meetup.Join wit…

Facebook gives small businesses new advertising and engagement tools

Facebook is rolling out a series of new tools aimed at small and mid-sized businesses on Tuesday, three days into Small Business Week: an Automated Ads platform, video editing features and appointment booking capabilities.“With over 90 million small businesses on Facebook, we’re proud to play a role in helping business of all sizes grow and create jobs,” said Facebook.Automated Ads. Small businesses now have a tool that will automatically create up to six different versions of an ad that can run across Facebook, Instagram, Messenger and Audience Network. The tool will lead advertisers through a series of questions about their business and the goals of the ad, and then suggest call-to-action buttons, text and creative details based on the business’ Facebook Page.Facebook will also offer ad targeting recommendations and budget suggestions based on the goal of the ad. (If an advertiser sets their own budget, Facebook will provide estimated results.) The Automated Ads platform will then o…

Facebook updates video ranking algorithm to surface content that users routinely seek out

Facebook has updated its video ranking algorithm to surface more video content routinely sought out by users and watched repeatedly, along with videos that keep people engaged for a longer amount of time.“We will add more weight in ranking to videos that keep people engaged, especially on videos that are at least three minutes long,” wrote Facebook.The company is also doubling down on its efforts to limit distribution of videos that include unoriginal or repurposed content and videos from Pages that are pushing “sharing schemes” – a practice where a Page systematically shares video content from a third party for monetary compensation. Facebook said it will “more strongly limit” distribution of this content.Why you should careBrands that are putting a focus on their video marketing efforts will need to re-evaluate their organic video content. Per these latest algorithm updates, popular videos that people keep returning to will likely be surfaced more often. This may not necessarily be …