Archive for the ‘seo news’ Category
Tuesday, March 7th, 2023
Google has added more than 70 different types of Local Services Ads (LSAs) to their network.
How LSAs work. Local Services Ads allow you to showcase your services prominently at the top of Google’s search results pages and attract high-quality phone calls, messages, and appointment bookings in your selected areas. You can efficiently monitor your leads’ performance, including listening to call recordings with potential customers, and manage your listings, such as updating your hours and service areas.
You can manage LSAs either on desktop or through the Local Services Ads mobile app, which is available on both Android and iOS platforms. Prospective customers can easily access your business information, read reviews, view photos, and directly contact you by calling, messaging, or booking an appointment, all within your ad.
New businesses. The new business types include beauty schools, pet boarding facilities, flooring companies, and more.
Dig deeper. read the announcement from Google here.
Why we care. LSAs provide an effective way to reach potential customers who are searching for their services on Google. By appearing at the top of search results pages, LSAs can help advertisers and brands increase their visibility and attract high-quality leads.
The post Google expands Local Service Ads to more than 70 new businesses appeared first on Search Engine Land.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Tuesday, March 7th, 2023
SEM stands for “search engine marketing.” It is the process of combining SEO and PPC strategies to create a holistic internet marketing strategy that drives traffic and visibility through search engines based on a user’s search query.
Originally called “search engine marketing,” the shorter phrase “search marketing” is often used as the umbrella term for SEO and PPC.
But today, much of our industry defines SEM as digital advertising strategies where you pay to have your website featured on the search engine result pages (SERPs).
SEO and PPC are both forms of marketing on search engines. Organic search marketing and paid search marketing are different channels, but the goals and platforms are ultimately the same.
To attract the right visitors to your website so they can purchase, sign up for a service, or find an answer they are looking for.
For those who want to learn more about either SEO or PPC, see our guides below:
Let’s talk about SEM more…
Why is SEM, search engine marketing, important?
SEM is important because it is a data-driven approach to targeting your audience across all online channels and touchpoints.
Search marketing is an effort on any search engine. This means you should care about “other” search engines, from YouTube to TikTok to Amazon to Apple to Yelp.
Anything that can be searched for can be optimized. If it’s a platform that lets users search, and there’s advertising on it – that’s SEM.
When marketers combine SEO and PPC, it creates an all-inclusive integrated approach to internet marketing that drives results.
Just let the data show you.
Auberge Resorts saw over a 126% return on investment from PPC and an 86% increase in organic traffic when merging SEO and PPC into one strategy.
An energy supplier increased website traffic by 71% and received 86% more leads in Google Ads when pairing SEO and PPC together.
Coney Island Picnic needed a new website with ecommerce capability. With a new website redesign, the website ranked for over 775 keywords and went from 0 organic traffic sessions to 2,500 organic sessions per month in the first six months.
On the paid side, the highest ROAS of 22.68x came from branded search campaigns, sparking increased brand awareness.
Overall, Coney Island Picnic launched a new brand and sold over 1,000 products in just 90 days by combining SEO and PPC.
Combining SEO and PPC is like adding fuel to the fire of your SEM strategy. You gain better insights into conversion rates, keyword performance and estimated traffic.
Seven types of SEM
When SEM originated in the early 2000s, SEM = PPC + SEO.
Today, SEO and PPC have matured and grown into subsets of strategies.
Now, there are seven types of search engine marketing – organic, paid, local, voice, image, shop, and social search.
And there are eight types of PPC ads – paid search, display, remarketing, video, social, shopping, Gmail, and Amazon advertising.
SEO
SEO stands for search engine optimization. SEO is the method used to improve the overall quality of a web page to search engines. You’re earning traffic through unpaid or free search engine results.
SEO is just limited to search engines like Bing and Google. SEO is for all search engines like YouTube, Pinterest, Amazon, TikTok, etc.
PPC
PPC, pay-per-click, is when an advertiser pays each time a user clicks on their ad. You’re buying traffic through paid search listings.
Search engines can range from Google and Bing to Amazon to TikTok or YouTube.
What is the difference between SEM vs. SEO vs. PPC?
If we’re considering the original description of SEM, SEM is an internet marketing strategy combining both paid and organic tactics to increase your website’s visibility in search engines.
SEO is the “organic” part of SEM. SEO is sometimes called “free” traffic driven by relevant content and healthy website performance.
PPC is the “paid” part of SEM.
The key differences between SEO and SEM are:
- SEM requires both SEO and PPC to be called SEM. PPC is transparent and must state it is paid advertising. PPC is shown displaying the word “Ad” at the top.
- PPC requires payment for every click (CPC, cost-per-click) or impression (CPM, cost-per-thousand impressions).
- PPC can immediately show ROI, whereas SEO is a long game.
- PPC is faster to test than SEO.
Are there any similarities between SEM vs. SEO vs. PPC?
There is a lot of crossover between SEM, PPC, and SEO.
Both SEO and PPC share these common similarities in creating an SEM strategy:
- Increase the visibility of your website across search engines by optimizing your target audience and search queries.
- Drive higher-quality traffic to your website by encouraging searchers to click on your website through paid ads or organic search results.
- Deep knowledge and expertise in keywords and target audience to better understand the intent behind the search query and how your competition looks at the search term.
- Requires A/B testing and experimentation to support a long-term strategy and ROI.
PPC vs. SEO? Or PPC + SEO?
It depends on your business objective. PPC is better for quick, short-term gains and paired with SEO for a more extensive, long-term strategy. SEO is ideal for a more holistic, long-term approach encompassing UX, content, PR, etc.
You need both SEO and PPC to succeed with an SEM strategy. PPC should be used to kickstart a campaign and experiment to understand your target audience better. It should complement your SEO strategy. SEO should be considered in all website and internet marketing tactics.
OK, so now you’re probably even more confused. So, let’s back this up.
SEM ≠ PPC? The confusing history
Let’s squash this here and now. SEM, search engine marketing = half SEO and half PPC. SEM is not the same as PPC, pay-per-click. You need both the paid and unpaid traffic to make up SEM.
We’re bringing back the true definition of SEM. Let me walk you through this.
SEM is about bringing both SEO and PPC together to promote your website or brand by increasing visibility on search engines through paid and organic traffic.
So, why is there confusion about what SEM means?
That’s because Wikipedia and some top-ranked resources on the subject define SEM as an internet advertising model that drives paid traffic to your website from search engines like Google, Bing, YouTube, Pinterest, TikTok, etc.
Sound familiar?
That’s because it’s the exact same definition as PPC.
Yes, we know that can be confusing – but that’s how things have evolved. Our article, Does SEM = SEO + CPC Still Add Up? explains the evolution in depth.
Our industry muddled the waters with articles like this describing SEM as pay-per-click.
And again, articles like this describing SEM as paid advertising.
In the early 2000s, search engine marketing, or SEM, was all about combining SEO and PPC into one strategy. SEM was understood as the playground where SEO and PPC play together to benefit all marketing humankind.
Search Engine Land founder and now-Googler Danny Sullivan popularized the term “SEM” in 2001, stating:
“My suggestion was that there should be an umbrella term, ‘search engine marketing,’ that covered both major activities: SEO + PPC.”
SEM worked to cover optimization for all activities in search engines, whether it be optimizing crawlers, managing paid listings or directories. It encompassed all marketing activity in search engines.
When Sullivan popularized “search engine marketing” in 2001, marketing (and life) was much different back then.
Think about it…
The first CAPTCHA was introduced and utilized by PayPal in 2001.
Google introduced the Google Search Appliance in 2002.
WordPress was released in 2003.
Facebook launched in 2004.
Google Maps was live in 2005.
Marketing has changed. The last I heard the term “SEM,” Fubu was still popular. That’s why the true definition of SEM has been lost.
It’s time to revitalize and bring back SEM.
Let’s all collectively decide to stop calling SEM by its counterpart PPC. You need an SEM strategy to compete in today’s competitive marketing landscape.
It’s kind of like the time some SEO professionals wanted to rebrand SEO “Search Engine Optimization” into “Search Everywhere Optimization” or “Search Experience Optimization.” But not.
The reality is SEM, PPC, and SEO today are just marketing.
Sullivan reiterated this point in 2014:
Doing SEO, SEM or social media marketing isn't "growth hacking." It's just marketing. Problem is some marketers & start-ups don't get that.
— Danny Sullivan (@dannysullivan) January 4, 2014
The person putting together an SEM strategy is likely the CMO or VP of Marketing putting together their overall marketing strategy.
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Two examples of SEM strategies in the wild
Example 1: Asana Rebel
First, I discovered a sponsored ad for Asana Rebel on Instagram.
Then, I read a Women’s Health Magazine review about the best yoga apps. This is a naturally created review based on star ratings in the app stores.
Finally, I decided to search for Asana Rebel to learn more, where we can see a paid ad at the top and the organic result at the bottom.
About three days later, I was served this remarketing ad on Facebook.
Example 2: MindManager
First, I started searching for MindManager on Google.
I clicked on the ad for Monday.com. And within 30 minutes, I was served a remarketing ad on Instagram.
Then, I stumbled across a paid review for Monday.com by Crazy Egg. This is likely thanks to a paid partnership or affiliate marketing team.
These two examples are what a holistic SEM strategy should be by combing SEO, paid, social, affiliates, PR, etc.
Careers in SEM
It’s as rare to find an individual managing all SEM as it is to find a Spider-Gwen comic.
However, marketers with a skillset in both SEO and PPC do exist. I was surprised to learn that 30% of SMX attendees reported doing both PPC and SEO.
But, when you type in SEM in Indeed, there are no jobs with “SEM” in the title.
SEM jobs are now “Directors of Marketing.” SEM is in-demand.
From 2021 to 2022, average salaries in PPC have grown by approximately 6.5% in the U.S., 5% in Canada, 6% in the U.K., and 11% in Europe.
And the global SEO market is supposed to grow by $122.11 billion by 2028. That’s a big jump compared to the $65 billion in 2016.
As Sergey Alakov, SEO Manager for Catalyst Canada, put it perfectly:
A single sale is worth millions of dollars for them.
A well-paid SEO/SEM person's salary just becomes a rounding error.
— Sergey Alakov (@sergey_alakov) July 21, 2021
If you’re looking for a job in SEM, check out SEM career playbook: Overview of a growing industry and The latest jobs in search marketing here on Search Engine Land.
The future of marketing is SEM
SEM can revolutionize every part of marketing. With AI and automation at the forefront of daily topics, PPC and SEO professionals will have fewer levers to pull to control where money is being spent.
And with first-party data, SEM professionals will become less dependent on data to back up decisions. Now, companies will need to rely more on the individual’s expertise and the understanding of how SEM fits into the bigger picture. SEM is the future of marketing.
Stay up to date on all things search marketing
Search Engine Land has been covering search marketing since 2006. In addition to covering the latest news, Search Engine Land publishes contributed articles from a diverse group of subject matter experts featuring helpful search marketing tips, tactics, trends and analysis.
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The post What is SEM – Search Engine Marketing? appeared first on Search Engine Land.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Tuesday, March 7th, 2023
Building authority has a compounding effect on how brands perform in organic search. And the acceleration of AI in search is only increasing the importance of developing authority, trust and credibility as a signal on the topics or areas you are known for or known to be helpful for.
That’s according to new research from enterprise SEO platform BrightEdge.
Why we care. Economic uncertainty has kept marketing budgets flat (or even reduced) and put greater focus on SEO this year. But that also means SEOs are being asked to drive more revenue and conversions without a greater investment in SEO.
58% plan to use AI for content and SEO in 2023. Search marketers want to use AI-generated content – but they just haven’t quite figured out how yet, according to BrightEdge:
- Only 10% of marketers use AI for SEO content generation, but 58% aim to this year.
One reason for that 10% figure is likely an abundance of caution. ChatGPT and similar tools can generate content quickly – but quality remains a concern due to AI “hallucination” and many SEOs worry Google will be able to detect and penalize AI content.
Google has warned against using AI-generated content for years – although that guideline has softened in 2023. Now, Google cares less whether a human or AI writes your content, as long as your content is helpful to people and not created to manipulate the search results.
Why this change? Most likely because Google plans to soon add generative AI to its search experience.
90% of organizations prioritizing SEO in 2023. Building up brand expertise and authority delivers what BrightEdge refers to as “compounding value.” Basically, this means the websites that are winning in their industry/niche continue to increase their share of search.
- “As a result of SEOs focusing on high value, impactful work success in 2022, we are seeing more buy-in from organizations, with 90% of organizations prioritizing SEO in 2023,” said BrightEdge CEO Jim Yu.
For every $1 put into SEO today, organizations can find compounded benefits over time, resulting in greater ROI, Yu said.
This reminds me of Mike Grehan‘s classic “filthy linking rich” concept – that popular sites get more popular. Or, the better you do at SEO, the better you perform in organic search. Do you rank in Position 1 because you have all those links or do you have all those links because you rank in Position 1?
Top 4 enterprise SEO concerns in 2023. BrightEdge also revealed the challenges SEOs are focusing on:
- Search engine updates (41%)
- Changing consumer behavior (33%)
- Technology advancements (14%)
- Competitors (12%)
Dig deeper. Organizations Are Turning to SEO Now, BrightEdge whitepaper.
The post Use of AI for SEO and content to grow 5x this year appeared first on Search Engine Land.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Tuesday, March 7th, 2023
Google has confirmed that the February 2023 product reviews update is now finished rolling out. This update announced on February 21, 2023, has officially completed rolling out over a 14-day period.
February 2023 product reviews update. As a reminder, the February 2023 product reviews update started to roll out at about 5 p.m. ET on February 21. This update took 14 days to roll out after it was announced. So this update started on February 21 and lasted through March 7, 2023.
This update is similar to past product reviews update, but it was more widespread, impacting more languages than just English. This also impacted Spanish, German, French, Italian, Vietnamese, Indonesian, Russian, Dutch, Portuguese, and Polish languages.
Why we care. If your website offers product review content, you will want to check your rankings to see if you were impacted. Did your Google organic traffic improve, decline or stay the same?
Long term, you are going to want to ensure that you put a lot more detail and effort into your product review content. Make it unique so it stands out from the competition on the web.
If you need more advice on this update, see our previous story over here.
Previous product review updates. This is the sixth release of the product reviews update and was released on February 21 at about 5pm ET. The first product reviews update was launched on April 8, 2021, the second was launched on December 1, 2021, the third has been released on March 23, 2022, and the fourth was released on July 27, 0222, and the fifth was released on September 20, 2022.
The post Google February 2023 product reviews update is finished rolling out appeared first on Search Engine Land.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Monday, March 6th, 2023
Google seems to have rolled out a new blue highlight feature for some featured snippets in the Google Search results. Google may highlight specific text that is important in answering your query, directly in the featured snippet result. Also, the font size of the featured snippets with blue highlighted text is larger than featured snippets without blue highlighted text.
What is looks like. Here are some screenshots of queries that generate the new blue highlighted text featured snippet in Google Search:
Previous tests. Back in September 2022, Google tested this feature with both yellow and blue highlighted text. It seems Google has gone with the blue highlights, as all the examples I have seen are in blue and not in yellow.
Why we care. Will featured snippets that highlight the answer more prominently with these blue highlights reduce the click-through rate from a typical featured snippet? Will these maybe drive more clicks because of the highlighted text?
You may want to audit some of your more popular featured snippets to see if you are noticing more or less traffic after this change – that is, if the change impacted your results.
The post Google featured snippets gain blue highlighted text appeared first on Search Engine Land.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Monday, March 6th, 2023
So you’re ready to document your content strategy.
You think you know what that entails – you need to write this down somewhere… right?
OK, you’ve got a blank Google Doc waiting with a blinking cursor. Now what?
What pieces should be recorded in your strategy document?
What information is a must to include?
Most importantly, why does it matter?
Whether you have nothing more than a verbal understanding across your brand or team about your content strategy and you’re finally writing it down, or you’re creating a strategy from scratch and documenting as you go…
We’ll cover it all in this guide, including:
- Why you should document your content strategy.
- Where to document your strategy.
- Why you should create a document that can be shared and read across teams, departments, and roles.
- What you should include in your content strategy document to guide your content marketing toward success.
What is a content strategy document, and why do you need one?
A content strategy is a plan that governs all of your content marketing activities, including:
- Researching and ideating content.
- Creating content.
- Publishing content.
- Distributing and promoting content.
- Tracking and measuring your progress toward your content goals.
- Maintaining your content.
That means a content strategy document is the written form of this plan.
Why do you need to write it down? Why can’t you just start creating content, already?
Because content created without a plan is destined to fail. And writing that plan down helps you integrate content seamlessly into your brand. You’ll create content strategically, anticipating your audience’s content needs and filling them vs. randomly creating content and hoping it works.
43% of businesses don’t have a documented content strategy or aren’t sure if they do. But, ultimately, the most successful brands and marketers create a strategy and document it.
More reasons why you should document your content strategy
Without a steady, solid plan behind you, your content marketing actions will be random guesswork. You’ll most likely create content based on assumptions rather than data. Your output will be inconsistent as a result, and so will your content quality.
Marketers who proactively plan are 3x more likely to report success than those who don’t.
Why is that? Without a strategy guiding your actions, you won’t have or understand:
- The deep why behind your content marketing – and what you’re ultimately trying to achieve.
- The specific metrics you should be tracking to reach your goals.
- A deep understanding of what your audience needs and wants from your content.
- The content types and formats that will bring the best results for your specific situation.
- When and where to post for the best visibility and engagement with your particular audience.
- Defined processes and workflows for creating, publishing, and distributing content – and who is responsible for each step.
- And so much more.
Lastly, a finished content strategy is a fantastic asset in your business and marketing, but it’s not the whole point of creating one. (Wait, what?) It’s true.
Instead, the process of planning you go through to create that strategy is just as important. It requires research, thought, ideation, mapping, and plotting, which help you get crystal clear on the above items.
That’s why all the work that goes into strategizing is worth it. It will make your content marketing 1,000x more powerful!
Where should you create your content strategy document?
A content strategy document can solve many problems and challenges you might face with content marketing. For that reason, you should think carefully about where you’ll document it.
The top content marketing challenges organizations struggle with include:
- Creating content that appeals to different buyer stages. (61%)
- Aligning content efforts across marketing and sales. (50%)
- Developing consistency with measurement. (43%)
- Communicating internally across teams and silos. (41%)
But a documented content strategy solves all these problems. The act of strategizing answers the above questions (how do we create content for different buyer’s journey stages? How do we align content between marketing and sales? Etc.).
But – you must write it down. That’s the key.
You need a written, centralized document that people and teams across your business can access and reference. You need to solidify the strategy to be shared, learned, and implemented repeatedly – and easily.
That means if your strategy is currently nothing more than a nebulous verbal agreement between your team, you’re sitting on a big opportunity to make it real and better.
If you’ve never talked about strategy at all and are currently just “doing content marketing” – that’s insufficient. You could be getting so much more from content.
For these reasons and more, sit down and strategize. Create an organized strategy document that’s easy to read and access.
Tips for creating a content strategy document
- Create your content strategy document in a shareable format, like in a shared Google Doc, or upload your document to Dropbox, Google Drive, or some other file-sharing platform. Ensure anyone on your team who needs access to the strategy can find it.
- Create sections for each major element of the strategy. Format your strategy for ease of reading and finding specific information.
- Include extra information like tools to use at different stages, links to those tools plus account/password information, screenshots of tasks and how they should be completed, links to templates and examples, links to related documents (like brand style guidelines), and anything else that helps your team execute the strategy.
Let’s be real: This will be a lot of work. You won’t be able to create a content strategy in a single day. It might take weeks or even months to complete.
But the difference between having vs. not having a strategy is quantified in light years. If you want real results from content, you’ll invest the time.
10 pillars to include inside your content strategy
Let’s get down to brass tacks. What exactly do you need to include when you document your content strategy?
- Err on the side of including more information than you need. If you’re unsure whether you should put it in your strategy – do it.
- Don’t get discouraged if this task seems neverending. You’re doing all this work now to save yourself later with a streamlined, set content process that brings in more and better results.
With all that in mind, here are the categories and questions your content strategy needs to answer definitively.
1. Goals: Why are you creating content?
Answer with: Your content marketing goals, including how they connect to your larger marketing and brand goals. What do you want your content to do, ultimately?
As you set goals, don’t be vague. Get specific about exactly what you want to see happening, thanks to your investment in content.
For example, don’t just say, “grow brand awareness.” That’s a fluffy goal that’s hard to measure. Yes, you can do that with content, but how are you defining brand awareness? What does that mean for your business, specifically?
Get more specific. Instead, say, “grow brand awareness by increasing our following on social media by 15% in 3 months and earning top rankings in Google for relevant keywords in 6 months to 1 year.”
2. Audience: Who are you creating content for?
Answer with: The audience you plan on targeting with content.
What do they look like? What do they do? What are their interests and preferences? What are the biggest problems your brand solves for them with your expertise and products/services? Where are they searching for information online? Where do they congregate on the web?
Note: As you move through each piece of your content strategy, give yourself time to research and analyze your findings. Then record those findings in the strategy.
For example, audience research will require a few weeks of study, from social listening to conducting surveys, to setting up interviews and sitting down with your potential prospects.
If you already have a defined audience, return to your data on them and make sure it’s still accurate.
3. Platform: Where will you publish content?
Answer with: Your main content platform of focus.
Will you create a blog on your website? Will you post content on social media? Will you create a YouTube channel? Consider your goals and resources and plan accordingly.
For instance, to drive more traffic to your website, you should focus on creating an SEO blog.
4. Content: What content topics will you cover, and what types and formats will you create?
Answer with: The main topic areas you will lock into for content. They should be relevant to what you sell and what your audience wants. Then, choose the content format that you have the means to produce consistently and that your audience most wants to see.
Videos, blog posts, podcasts, webinars, infographics, whitepapers, ebooks, case studies, and more are all possibilities. Keep in mind you may need to diversify to more than one type.
At this point, it’s helpful to create content templates for the formats you want to focus on. These can be used repeatedly for anyone who writes or creates your content, which builds consistency in your content.
5. Team: Who will create your content? Who will manage, publish, promote, and maintain your content?
Answer with: The person, team, agency, or freelancer who will be responsible for your content, from the seeds of ideas to finished pieces.
If you have a team of people working on content, break each task down by who is responsible for what. (Who’s writing the content? Who’s editing it? Who’s posting and publishing it? Who’s promoting it?)
If you’re a team of one, use this section to brainstorm how you can streamline content tasks and make them easier on yourself. Consider adding scheduling, editing, and optimization tools to your lineup. You can also create a timetable or schedule for yourself for completing various content tasks.
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6. Schedule: How often will you post content, and to what channels?
Answer with: A rough content schedule, including how many blog posts you’ll publish to your main channel(s) each week or each month.
Consistency, consistency, consistency. Planning out a posting schedule helps you establish and keep it going. Be flexible because things can and do go awry, but plan for a general cadence of posts that will help establish your brand online.
7. Promotion: How will you promote and distribute content?
Answer with: A rough plan for promoting your main content on social media and email.
How will people discover your content? What are ways you can bring new audience members into the fold?
Make your promotion plan with your resources in mind. Posting links to your new content on social media is one of the easiest, low-cost ways to do this. If you’re more advanced and already have an established audience, including email subscribers, leverage that list and promote your content to people most likely to read it!
Lastly, don’t forget about organic search. This is another low-cost but highly effective way to increase your content’s visibility while bringing in ultra-targeted leads.
8. Tools: What tools will you need to execute every step of content marketing?
Answer with: The tools you or your team needs to execute content planning, creation, publishing, promotion, and maintenance.
At a base level, you’ll need a content management system (like WordPress), a keyword research tool, an analytics tool, and an editing tool.
Add information about what tools you have in your tech stack. You could also use this section to keep track of your subscriptions and monthly costs.
It’s also helpful to return to earlier sections and list the tools you’ll use for each. For content creation, you could include links to your Grammarly, Canva, or Google Drive accounts.
9. Progress tracking: How will you track content metrics and KPIs? How will you measure results?
Answer with: Map your content goals to key performance indicators (KPIs).
In a nutshell, this means making your goals actionable by attaching them to measurable metrics. For example, one way to track a vague goal like brand awareness is through measuring likes, comments, and brand mentions on social media over time.
Detail how you’ll track and measure your goals: what metrics you’ll focus on and what tools you’ll use to monitor them over time.
10. Budget: What’s your content marketing budget?
Answer with: What you plan to invest in your content marketing actions. Calculate your costs in terms of people, tools, processes, and technology.
Put it all together and document your content strategy
There are a lot of moving parts to a content strategy. But they connect to the moving parts of your content marketing activities and processes, guiding them strategically toward success.
If you don’t have a strategy documented yet, mountains of untapped potential for your content are waiting in the wings.
That also means if you’re doing content marketing and not seeing the results you’d like, there’s hope.
For better content that grows your brand, sit down, strategize, and document.
The post How to document your content strategy appeared first on Search Engine Land.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Monday, March 6th, 2023
With the popularity of social media came the rise of “link in bio” tools which allow users to create a landing page featuring multiple links they want to share with their audience.
Initially designed to get around Instagram’s one-link rule, many brands and influencers now use them in other social media networks to easily share content with one link. Some even consider their link-in-bio page as a website replacement.
But, are they good for ranking in search engines? This article will look at ‘link in bio’ platforms from an SEO perspective.
‘Link in bio’ platforms from an SEO perspective
Also known as “link list page” apps or “social media landing page” tools, these platforms have virtually proliferated overnight.
They are characterized by short, trendy names that often combine with their unique top-level domains to create easily understood, phonetically spelled word-grams (like “linktr.ee” and “hoo.be”).
Surprisingly, many popular social media influencers opt for these simplistic link pages when they can afford to have custom, standalone websites built to do whatever they wish.
But, websites can be challenging to maintain, so these one-page platforms have filled a significant market niche.
That said, convenience and ease of use are not the only considerations when it comes to your online presence. Search engine optimization (SEO) still matters for improving a brand’s visibility in search results.
Popular and higher-quality web content tends to rank higher in search results, and one of the many ways search engines determine popularity is by analyzing links.
In addition, popular social media profiles are likely to have already accrued large amounts of “ranking weight” as Google analyzes the link graph within the social network where the account is located.
Also, popular social media accounts may be mentioned in other social networks’ posts and on many webpages (i.e., news articles and elsewhere).
If you have a big following on Instagram, YouTube, TikTok or elsewhere, your link-in-bio platform may affect how effectively your link weight flows to other accounts where you are less popular or webpages you link to.
So while you have many factors to consider when choosing a platform, don’t overlook the SEO element.
A comparison matrix follows to help determine which link list page platforms are the best, primarily from an SEO perspective.
‘Link in bio’ platforms: A comparison
The best ‘link in bio’ platforms ranked with the best at the top and the worst at the bottom.
| Site |
Custom Page URL Form |
Are Links Followed? |
# Pages Indexed |
Additional Notes |
| linktr.ee |
linktr.ee/[yourname] |
Yes |
4,010,000 |
One of the most-used link-in-profile services, Linktree has JavaScripted construction, but it appears to be engineered to be search-engine-friendly. |
| taplink.cc |
taplink.cc/[yourname] |
Yes |
332,000 |
The site has JavaScript content delivery but appears well-engineered for search engines. Formerly contactin.bio. |
| carrd.co |
[yourname].carrd.co |
Yes |
317,000 |
|
| instabio.cc |
instabio.cc/[random ID] or paid option: instabio.cc/[yourname] |
Yes |
277,000 |
Some themes appear optimal. Some may be JavaScript content delivery only. |
| carbonmade.com |
[yourname].carbonmade.com |
Yes |
61,100 |
|
| solo.to |
solo.to/[yourname] |
Yes |
48,400 |
|
| direct.me |
direct.me/[yourname] |
Yes |
30,600 |
|
| withkoji.com |
withkoji.com/@[yourname] |
Yes |
18,000 |
The site has JavaScript content delivery but appears well-engineered for search engines. |
| wlo.link |
wlo.link/@[yourname] |
Yes |
10,300 |
|
| lynxinbio.com |
lynxinbio.com/[yourname] |
Yes |
8,570 |
|
| 8b.io |
[yourname].8b.io |
Yes |
7,820 |
|
| hoo.be |
hoo.be/[yourname] |
Yes |
6,710 |
|
| my.playbookapp.io |
my.playbookapp.io/[yourname] |
Yes |
6,230 |
This is more of a rev-share app for athletes/trainers/coaches. But, a nice format for those in that niche. |
| contactin.bio |
[yourname].contactin.bio |
Yes |
4,530 |
|
| url.bio |
url.bio/[yourname] |
Yes |
1,740 |
All identical page titles (“Link In Bio Tool – One URL. Unlimited Links. | url.bio”). The site has JavaScript delivery but appears well-engineered for search engines. |
| tapkit.com |
tapk.it/[yourname] |
Yes |
500 |
The site has JavaScript content delivery but appears well-engineered for search engines. |
| about.me |
about.me/[yourname] |
No |
1,270,000 |
Good construction – so many pages Google might ignore the nofollows. |
| msha.ke |
msha.ke/[yourname]/ |
No: rel=”UGC” |
148,000 |
|
| shor.by |
shor.by/[yourname] |
Yes, but links 302 redirected. |
82,800 * |
All links appear to be automatically replaced by shor.by 302 temporary redirects. The redirected links make it more difficult to see how many actual shor.by pages Google has indexed vs. mere redirects. It’s likely one-fourth to one-half as many as reflected in our count here. |
| beacons.ai |
beacons.ai/[yourname] |
No |
82,400 |
Weirdly, beacons.ai pages have robots meta tags that instruct “index, follow,” but the individual links have rel=”nofollow.” The result is still nonoptimal. |
| campsite.bio |
campsite.bio/[yourname] |
No: rel=”UGC” |
35,800 |
|
| lu.ma |
lu.ma/[yourname] |
No |
20,500 |
Lu.ma is more of an online event-hosting facilitation service than a link page provider. |
| elink.io |
elink.io/p/[yourname] |
No |
19,000 |
JavaScript page construction may render content invisible to search engines. |
| tap.bio |
tap.bio/@[yourname] |
N/A: JS links |
13,100 |
Nonoptimal JavaScript content delivery. |
| linkin.bio |
linkin.bio/[yourname] |
N/A: JS links |
8,390 |
All identical page titles (“Linkin.bio”) and nonoptimal JavaScript content delivery. |
| biolinky.co |
biolinky.co/[yourname] |
No |
8,230 |
|
| skedsocial.com |
sked.link/[yourname] |
N/A: JS links |
1,300 |
Nonoptimal JavaScript content delivery. |
| c8ke.com |
[yourname].c8ke.com |
N/A: JS links |
809 |
|
| getsl.ink |
www.getsl.ink/[yourname] |
N/A: JS links |
700 |
JavaScript page construction may render content invisible to search engines. |
| visitstore.bio |
visitstore.bio/[yourname] |
N/A: JS links |
700 |
Microsites provided by Sprinklr, this cleverly associates a thumbnail of each of your Instagram posts with a link to the page on your website or elsewhere, enabling people who see your Instagram post to rapidly browse in your visitstore.bio page to find the thumbnail to click. Unfortunately, the JavaScript page construction may render content invisible to search engines. |
| hypage.com |
hy.page/[yourname] |
N/A: JS links |
600 |
JavaScript page construction may render content invisible to search engines. |
| iglinks.io |
www.iglinks.io/[yourname] |
N/A: JS links |
408 |
Nonoptimal JavaScript content delivery. |
| bio.fm |
bio.fm/[yourname] |
Yes |
165 |
Googlebot useragent appears to be blocked from bio.fm, as profiles reflect a 503 status code. |
| manylink.co |
many.bio/[yourname] orlinksto.info/[yourname] |
N/A: JS links |
67 |
No HTML page titles. All content JavaScripted. The linksto.info links 301 redirect to a parallel many.bio link. |
| shopinbio.com |
shopinbio.com/[yourname] |
Yes |
60 |
Provides small, multi-page/product shops. Appears to be more Kazakhstani-oriented and does not appear to be fully baked yet. |
| linkinprofile.com |
linkinprofile.com/[yourname] |
No |
7 |
Tempting to use because after setup, all you need to do is add a URL in an Instagram post and it will create a parallel post on the linkinprofile.com page! Unfortunately, those pages are all noindexed and links are nofollowed. |
| t.me |
t.me/[yourname] |
N/A |
4,760,000 |
Telegram Messenger provides t.me landing pages. They are not exactly link-in-bio pages, but people use them as they are. There is no provision to add links to other sites, but people add links in plain, unclickable text. With no links, these are less-than-optimal so sending this to the bottom of the list. |
Notes on the SEO assessment
The sites ranked highest in the list enable users to add “follow” links.
Years ago, Google recommended that sites allowing users to add links should add a rel="nofollow" in the code, which tells the search engine that the website is not endorsing the link. This halted the flow of any link weight value to the pages linked to.
However, Google has recently stated that they will sometimes count the link weight.
They also added other attributes: rel="ugc" for user-generated content and rel="sponsored" for paid advertising or purchased links.
Despite the blurriness of Google’s stance, assuming they will not count it is safer.
The next criterion was whether the link-in-bio provider allows users to customize the URL.
This is an expected feature among all providers as they have allowed users to include their handles as part of the page URL – as signified in our list with [yourname].
(You should use a sequence that most closely imitates your main brand name. Example: As my name is “Chris Smith,” an ideal handle/username would be “chrissmith.”)
Shorter URLs are generally more advantageous in organic search rankings, but this is such a marginal impact compared with other elements that we did not count it.
By the nature of the business, most link-in-bio providers have formulated nicely short URLs already.
Next, we considered the number of profile pages the platform has indexed.
Indexability and popularity may indicate how well they are likely to perform in search engines.
Also, the more pages a platform hosts, the more likely Google is to try to understand and use its signals and content.
Finally, we also looked for other issues which limit the pages’ performance in search, including:
- JavaScript-dependent links and content that Google is not interpreting.
- Robots.txt that are blocking search engines from crawling the pages.
As you can see, a number of these sites are highly JavaScript-dependent. While Google interprets some JavaScript successfully, it still has issues rendering such content, resulting in poor performance.
I considered whether Google shows the page content in cached version and text-only cached version.
Sometimes, the sites with JavaScript content delivery showed blanks, meaning Google likely may not see the executed page content.
In other, worst instances, JavaScripted sites showed all identical, generic snippets, further indicating Google did not see the unique page content.
However, in a few instances, the content was fully rendered and seemed to be seen by Google.
Those sites may have adequately executed the JavaScript to be more machine-friendly and will likely perform well – assuming they have good titles, text, and links.
Based on all this, my top 10 are:
- Linktr.ee
- Taplink.cc
- Carrd.co
- Instabio.cc
- Carbonmade.com
- Solo.to
- Direct.me
- WithKoji.com
- Wlo.link
- lynxinbio.com
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<input type=”hidden” name=”utmMedium” value=”“>
<input type=”hidden” name=”utmCampaign” value=”“>
<input type=”hidden” name=”utmSource” value=”“>
<input type=”hidden” name=”utmContent” value=”“>
<input type=”hidden” name=”pageLink” value=”“>
<input type=”hidden” name=”ipAddress” value=”“>
What does Google say about link-in-bio pages?
To my knowledge, Google personnel have not said anything about link-in-bio pages.
In general, Google is platform-agnostic. They are unlikely to take exception to anyone using such websites unless people are using the tools to try to manipulate rankings.
Using a link-in-bio page as a hub for your social media profiles is not breaking the rules.
Google likely wants individuals and companies to interlink their primary identity assets online for their knowledge graph.
If a subject has consistently interlinked between their social media sites and websites, it becomes easier to identify those items as part of the same entity.
Google search advocate John Mueller recently advised someone that when linking to your own social media profiles, they should not be nofollowed as you would likely trust links to your own profiles.
To nofollow the links is to convey that you do not trust or endorse links to your own properties.
Mueller further recommends that when you link to your own social media profiles from your website, it is a best practice to use rel="me" to convey that the properties linked are related to one another and that they are the authoritative ones for your identity.
Based on all this, an implicit corollary could be that Google would generally prefer that your main link page should not have nofollow in the links to your other profiles. (I’m intentionally being jokingly disingenuous here with this deductive reasoning.)
The implications of link-in-bio pages on search
For those operating link-in-bio page platforms, there is an argument for not imposing nofollow on the links of those creating their one-page websites with you. Or, possibly, the appropriate parameter combo for links would be to use rel="me ugc" instead of nofollow.
But, an even more critical issue is that the pages must be accessible to search engine spiders to work right on the web.
- Robots.txt files must allow the link-in-bio pages to be crawled.
- JavaScript-dependent sites need to be constructed so that search engines can easily parse the content of pages.
- If the links added to pages are being passed through a redirect URL for analytic purposes, those links ought to be 301 redirects.
For influencers and brands looking to use link-in-bio pages as part of their overall web presence management, the pages’ SEO-friendliness should be a key consideration over visual design options, costs, and other features.
If you are building your social media presence, choosing a platform that considers proper SEO elements will help maximize your marketing efforts.
Your followers can easily find all your accounts, which may rank the highest they can for all the topics and keywords you focus on.
The post ‘Link in bio’ platforms: Which is best for SEO? appeared first on Search Engine Land.
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Monday, March 6th, 2023
Google Webmaster Tools adds user administration
In 2012, Google Webmaster Tools added a much-wanted feature: user administration.
Site owners could finally give people access to their Google Webmaster Tools account without having to share their own usernames and passwords or make them go through the verification process.
Site owners could grant three types of access: Owner, Full or Restricted.
Read all about it in Google Webmaster Tools Finally Adds User Administration.
Also on this day
2020: Overall, the study found a blended desktop and mobile zero-click percentage of about 44%.
2020: Survey found that U.S. consumers wanted severe financial penalties for retailers that didn’t protect review integrity.
2019: Google announced that Pixel phone users could use Duplex via the Google Assistant to book restaurant reservations over the phone in 43 U.S. states.
2019: A conversation with Moz’s Russ Jones about what had changed.
2018: Google said Gboard for Android covered 74% of the world’s population.
2018: Users could now virtually tour almost every inch of Disney’s many theme parks.
2018: It would now be able to manage customers’ physical and digital presence.
2017: The conversion window would default to one day at the end of March.
2017: The new program would be integrated with Google Merchant Center.
2017: Google looked to show you more AMP top stories by adding a query expansion feature in the mobile search results.
2017: Google Assistant was officially available for many Android phones, but the rollout would take time.
2015: Google was experimenting with breaking out certain ranking signals on a mobile versus desktop basis.
2015: Automated extensions displayed content from ad landing pages.
2015: Google was looking into ways to improve app discovery through App Indexing in web search, as a way to help searchers discover helpful content within apps that they didn’t yet have installed.
2015: Google quickly changed its keyword-rich anchor text in a recent blog post to avoid controversy around link spam and link schemes.
2015: The latest images showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have, and more.
2014: Google was sending out notices of the duplicate place listings conflict via email to those impacted.
2014: Improved maps were part of Yahoo CEO Marissa Mayer’s overall effort to boost search usage.
2013: Google was demoting the rank of the search result for the phrase [Pirate Bay], the well-known BitTorrent tracker, on the UK version of Google.
2013: A new reporting tool made it easier to see what location targets triggered your ads and where your users were when they saw your ads.
2013: ViralSearch analyzed news, videos, and photos shared within Twitter to see how many shares there were throughout the user base, over time and over generations of users.
2013: Upgrades to the Twitter mobile app included an improved relevancy engine for top tweets, improved auto-completion for search and an easier web browser for results.
2012: AP would supply the feed of vote results and subscribers would be able to use Google Maps to display on their websites or on other platforms.
2011: Despite the Israeli government’s apparent enthusiasm for the service, there were reports that Google would move slowly in Israel.
2009: Anyone could go in and request that a business listing be permanently removed because the location was, allegedly, permanently closed.
2009: The judge said, “I don’t think I have the power here in Palo Alto small claims court to make you reinstate his account, but I think you owe this young man $721.”
2009: If the users wouldn’t go to Live Search for Cashback, Cashback would go to users. At least their toolbars.
2009: Many Twitter users were noticing the new search bar and trends tab.
2009: As part of her new job, a woman discovered that how people search — and maintaining a search friendly website — was an essential part of the content process.
2009: The latest images showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more.
2008: Improvements included more “granular” U.S. neighborhood data for 300 cities and 12,000 neighborhoods.
2007: Meanwhile, four top Google executives each received a $250,000 raise.
2007: Google said they were “just at the beginning of our ability to target ads. There are many new technologies coming.”
2007: The more Microsoft painted itself as some type of pure protector of copyright, the harder it would fall as people found examples where it failed to meet expectations.
2007: Apparently Google’s increased investments in China were paying off.
2007: Google acquisitions and partnerships, plus the Google & Orange talks and Google & Samsung partnership, with some insider information, led many to believe Google was working on a mobile phone.
Past contributions from Search Engine Land’s Subject Matter Experts (SMEs)
These columns are a snapshot in time and have not been updated since publishing, unless noted. Opinions expressed in these articles are those of the author and not necessarily Search Engine Land.
< March 5 | Search Marketing History | March 7 >
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Friday, March 3rd, 2023
Sheryl Sandberg named Facebook Chief Operating Officer
In 2008, Facebook announced Sheryl Sandberg as its new Chief Operating Officer.
At the time, Sandberg was Google’s vice president of global online sales and operations, responsible for online sales of its advertising and publishing products. Sandberg joined Google in 2001.
Sandberg would join Facebook on March 24, 2008 and be responsible for helping the company scale its operations and expand its presence globally.
Why the change?
“For me that is part of the excitement,” Sandberg said. “I’ve loved being part of the process of helping to build Google. The opportunity to help another young company to grow into a global leader is the opportunity of a lifetime.”
Sandberg would remain COO of Facebook, later Meta, for 14 years. She announced her departure in June 2022 and officially transitioned out of her COO role by August.
Read all about it in Facebook’s New Chief Operating Officer, Ex-Google VP, Sandberg.
Also on this day
2022: Google said “the Home page surfaces information that’s relevant to you based on your behavior in Analytics.”
2022: The platforms already had suspended ads from Russian state media. As the conflict in Ukraine intensified, they were stopping all ads from serving to Russia-based users.
2022: Ad Creator and its built-in photo editor could help advertisers that didn’t have access to a design team save time.
2021: You could now see device and platform breakdown in your Google My Business performance reports.
2021: The updates could help advertisers keep tabs on the metrics that are important to them and notify them of significant performance changes.
2021: Microsoft Bing updated recipe results, similar-looking items, expandable carousels, infographic panels and local answers design.
2020: Half of those responding to a survey said they had been working in the industry for more than a decade and 11% had been working in local SEO for 20 years or more.
2020: Marvin also discussed her career, PPC versus SEO, natural language in search and some controversial topics in Google Ads.
2019: Google allowed up to 10 unique offers in the local listing carousel.
2019: The production-ready v1 of the Google Ads API was available and ready for use.
2019: Google’s SVP of Global Affairs Kent Walker urged changes in language ahead of ratification.
2016: Google would ensure those within a country where a RTBF request was granted could not find censored content, regardless of what Google edition they used.
2016: Experimental feature allowed local businesses to promote specific content, which could be shared directly from the “card carousel.”
2016: Searching for [animal noises] would bring up a carousel of animals with a speaker icon next to each one to listen to the sounds/noises that specific animal makes.
2016: A local business was spotted using the equivalent of Candidate Cards to add content directly into Google’s search results.
2016: The latest images showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more.
2015: Google said the change was meant to help local searchers, but did the Right To Be Forgotten play a role?
2015: Google tested how searchers would react to not seeing a snippet description in the search results.
2015: This was the first time Google had launched a native app for monitoring and managing AdWords campaigns.
2015: YP built ypSearch Marketplace, a paid-search, bidded marketplace that tapped into the company’s 80 million monthly users.
2014: The feature let searchers save URLs and searches to their personal Bing/Microsoft account, in order to build an index of their own saved searches.
2014: Cortana was intended to help users discover and search for information as well as providing Google Now like personalization and “predictive search” capabilities.
2013: Microsoft’s “Scroogled” ad campaign, which attacked Google over paid inclusion in shopping and Gmail over privacy, was coming to an end.
2011: This auto-completion was happening on long-tail terms where Google Suggest had stopped giving suggestions.
2011: Revenue-per-click was showing a modest improvement.
2011: Google was showing a user’s latest tweet as the snippet. It was even keeping links from the tweet active in the snippet.
2011: The company announced a local marketing campaign aimed at upping usage of Google Places and Hotpot. Google gave away 10,000 free Las Vegas Monorail tickets.
2011: Features included the ability to run reports across clients, better filtering, improved geo-targeting, and the ability to deploy and measure “experiments,” or A/B split testing.
2011: Google and Microsoft joined forces to fight a common foe: a small company in Texas that held a potentially sweeping mapping patent.
2011: The two travel search engines announced a formal partnership to provide searchers with more comprehensive results.
2011: The Live Link Roll was a widget that displayed a site’s most recent inbound links “as they happen in realtime.”
2011: Clicker raised roughly $19 million from investors.
2011: The concept of “local” as a meaningful way to segment audiences was gradually becoming obsolete.
2010: Google was asking for user feedback and ideas for its Google Buzz product, and had set up an ideas forum using Google Moderator.
2010: How small changes snowballed into an entirely new meaning. Related: Does SEM = SEO + CPC Still Add Up?
2010: 73% had never heard of real-time results before participating this study.
2009: Expandable ads are those annoying banners/graphics that expand and cover up the actual page content.
2009: Google planned to spend up to $8 million on newspaper and print magazine advertising to alert copyright holders about the settlement.
2009: Two new tools would help users share their medical information with trusted friends, family members, or medical providers.
2009: Google added an Earthquake OneBox result for a search on [earthquake].
2009: Offers.com entered an already crowded space of coupons/deals sites.
2008: Google’s “Search Within A Site” search box feature.
2008: Google ranked at number four while Microsoft ranked at 16. Yahoo did not make the list.
2008: Yahoo announced a new mobile application called “onePlace” that appeared to be an elegant, highly customizable mobile bookmarking system and RSS reader.
2008: Ask.com was being refocused to build out an engine that answered questions tailored to women searching on health and entertainment.
2008: Some cloaking history plus an honest plea to get past this stupid, stupid issue.
From Search Marketing Expo (SMX)
Past contributions from Search Engine Land’s Subject Matter Experts (SMEs)
These columns are a snapshot in time and have not been updated since publishing, unless noted. Opinions expressed in these articles are those of the author and not necessarily Search Engine Land.
< March 3 | Search Marketing History | March 5 >
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Friday, March 3rd, 2023
Pinterest is currently conducting alpha testing of a new ad offering that enables companies to reach customers from a more prominent location within the mobile app.
The new format, tentatively named the “Premiere Spotlight” ad, gives advertisers access to a premium placement on the Pinterest app’s search page for a 24-hour period. As a result, they can reach Pinterest users while they utilize one of the app’s critical features: searching for pins, inspiration, and concepts.
Early testing. The latest version of the Pinterest mobile app features the new ad style with a Kohl’s promotion. The ad includes a brief video with overlaid text and a button that directs users to Kohl’s website, which opens within the Pinterest app, rather than a separate tab.
Pinterest users can then view the retailer’s product recommendations, search for additional items, add them to their shopping cart, and complete the purchase, just as they would if they visited Kohl’s website directly.
How it works. As an alpha test, the pricing for the ad is not presently available as it may alter before a more widespread release. Pinterest will probably select specific brands and creative types for this feature. Additionally, all ads will employ Pinterest’s maximum-width video format.
Pinterest did not say when the new ad format would be available more broadly.
What Pinterest says.
“We’re constantly looking for ways for advertisers to reach the people who come to Pinterest with commercial intent,” a spokesperson said. “As we continue to build a suite of products to drive performance across the full funnel, we’re exploring a new takeover feature that showcases a brand in a new premium, exclusive placement.”
Keeping up with demand. In recent years, Pinterest has been adjusting to the increasing demand for video content from both advertisers and users. Initially a platform for sharing image-based collections, the company transitioned to video with the introduction of Idea Pins in 2021, which provides creators with a TikTok-like experience. In 2022, the platform allowed marketers to transform their Idea Pins into advertisements. Additionally, Pinterest expanded its short-form video offerings this year by partnering with Condé Nast to produce 160 exclusive videos for the site featuring top brands such as Vogue and Architectural Digest.
In its Q4 earnings call the previous month, Pinterest stated that it had increased its video content supply by 30% compared to the previous quarter. The company noted that providing high-quality content would enhance user engagement, especially among Gen Z.
Why we care. Pinterest has a user base of over 450 million people, and the platform is particularly popular among women and younger demographics. The new advertising format allows advertisers to occupy a prime position on the search page, which is a key feature of the app. Furthermore, Pinterest’s emphasis on high-quality video content aligns with the trend of increased demand for video advertising.
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