Atomic Media

Your SEO strategy checklist for 2024

Written on January 10, 2024 at 9:53 am, by admin

As we kick off 2024, it’s time to rethink our SEO strategy. Rather than a complete overhaul, evaluating what’s working and what needs refinement will help you realign priorities. 

This article outlines key strategic aspects you must review, from high-level business considerations to the specific data, tools, content and technical elements that drive results.

Whether you’re aiming for minor tweaks or bigger changes, this checklist will help set your SEO program up for success in the next 12 months.

Gain clarity on business priorities for 2024 and beyond

Before assessing your SEO strategy, you must understand where the business intends to go in 2024 and beyond. Gain insight into potential strategic moves, new products, markets, audiences and pivots.

The business strategy needs to be built into the foundations of your plan, so the more you can understand this and ensure your goals are aligned, the better.

Economic or industry trends: Do you have the right awareness?

Macro trends may have been tackled in the wider business strategy. Still, it is good to do your research. 

• What is happening in the industry, thinking bigger than SEO? 
• Have any big competitors made big moves in 2023? 
• Are there annual reports you can download and read? What is the industry press saying? 

It’s that time of year when all the predictions content comes out, be sure to have your eyes on this. Think of how this information might affect the business’ trajectory in 2024, particularly search.

Audience insights: Has anything changed about how customers search or buy your product or service?

How well do you know your audience? And how well is this knowledge informing your search strategy? 

Audience understanding should be foundational to your strategy. When did you last map the customer journey? 

For example, seeing the intersections where search and social work together can be really insightful as to what content the user is actually looking for. 

Are your audience still turning to a search engine at the milestones you have in your journey, or are they searching on social? Do they want written content or are they hoping to see audio or video? 

Also, are you still considering the right audience, or is there a new audience you could tap into? With the knowledge of the business strategy and new product launches that might be coming, does this change anything?

Competitors: Are you still monitoring the right competitors?

Map out your competitors and be sure you haven’t missed any new players in the market. You might have Goliaths out there that aren’t your search day-to-day competitors. 

When did you last deeply dive into some of your key search competitors? Resetting your strategy is always a good time to do this.

Look at where they are focusing, if they are doing something you haven’t considered and where you see the risks. 

Analyzing strengths, weaknesses, opportunities and threats

With all the research you have done considering the bigger picture, note down what you think your strengths, weaknesses, opportunities and threats (SWOT) are from an SEO perspective.

This might be something that you use just for yourself, but it can also be helpful to include in your strategy documentation if you need to share this with a manager, the board or your client. It shows you have really understood where you are currently and what is likely to happen over the coming 12 months. 

So with the business strategy fully considered, you can now dive into your SEO strategy, starting with a performance review and a check-in on your processes, tools and people. 

Dig deeper: SEO SWOT analysis: How to optimize where it counts

Best and worst performance from last year

I always find doing a review of last year’s performance helpful. You may want to include slightly different insights depending on your strategic focus. 

Look at top-performing and worst-performing content from a search perspective, overlaying information such as the format of the content. Compare this to content from all channels, you can start to understand what content is most popular with your users and in what format.

Consider this content with your goal and ecommerce data. You’ll have your own business-agreed attribution model, but I always find it helpful to see where SEO has assisted in converting someone. 

If you have a well-defined customer journey, you will undoubtedly understand what role SEO is aiming to play in converting customers, as you’ll know where your focus has been. 

Looking to see how successful across the year this has been is a great exercise. This highlights gaps where either the results haven’t been achieved, or maybe the rankings are there, but it’s not driving the expected action. 

Work with your CX and data teams to understand some of these trends. Looking at rankings, for example, might be too narrow a focus. It doesn’t tell you enough to understand whether SEO is actually performing the role of converting customers. 

So, think widely when it comes to reviewing 2023 data. It’s also a great opportunity to think if there is anything you wish you had tracked so you can set this in motion for your 2024 strategy. 

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Tools: When did you last review what you are using?

Carefully evaluating your tools is crucial, as overlooking a key asset could give your competitors an advantage.

We all build habits, and it’s no different with our tools. We go in and use the same reports that we always use. But is there more to the tools you have that you aren’t benefitting from? Do you need some more training from the provider?

Or, are there new tools that might add to your capability, speed up processes or improve the way you tackle your SEO strategy? 

Depending on when your annual budget renews, it is worth taking some time to look at what is on the market and the best use of your tool budget. 

AI: Have you embraced it?

2023 was the year where AI was the topic of nearly every article, podcast and event. Have you tested where AI might fit in for you and your business? If not, I would recommend carving out some time in 2024 for this. 

I believe AI is a valuable ally for strategy, serving as a data slicer, researcher, or ideation machine. While it’s not a finisher for tasks like content publication or final decision-making, it significantly enhances processes and accelerates delivery.

Reporting: Are your reports conveying what they need to?

SEO reporting serves two purposes: 

• Providing detailed insights for day-to-day decision-making with close colleagues.
• Fulfilling reporting requirements for managers, boards, or clients. 

At the start of a new year, it’s beneficial to seek feedback from recipients to enhance transparency and clarity in your reports.

Team and partners: Are you set up for success in 2024?

With the many skills required to deliver an SEO strategy, you will have colleagues, freelancers or an agency supporting you. I hope they are also doing some of what we’re covering in this checklist. For most agency relationships, a version of this should be happening every quarter.

As you build your 2024 strategy, consider if you have the right players in the right positions and ensure they know what their part is.

Keywords: Are they still relevant? What are you missing?

Understanding your audience’s search behavior is crucial for a successful SEO strategy. It’s not just about optimizing what you think makes sense; you need to ensure it aligns with user intent. 

Without this knowledge, you risk failing by either having the wrong content for user intent despite a good position or having both position and content but failing to guide the user to a conversion.

Understanding what your audience is searching for, what they are hoping to find and what they are trying to do all need to be known factors to accompany your keyword research. 

Content: Are your plans prioritized accordingly?

Ensuring you have a content plan prioritized by likely impact will set you up for better success. Work closely with your CX and data teams to understand how you can convert more users through content. 

You also need to ask yourself: 

• Is the format right?
• How does my audience wish to digest this content?
• Am I serving them in the right way to help aid a conversion? 

Having a roadmap that clearly outlines the next quarter and an overall plan for the entire year is beneficial. This is particularly useful for aligning teams and facilitating collaboration.

Technical SEO: How healthy is the website? What plans are there for 2024?

Technical SEO is integral to an SEO strategy and often influenced by other departments, necessitating broader business discussions. Access to the website’s technical roadmap and involvement in its planning can significantly enhance your strategy’s chances of success.

Engineering teams easily forget SEO. Ensure it is not an afterthought by embedding yourself into their planning. This makes working as an SEO less stressful. Nothing is worse than that last-minute curve ball of “We’re launching X tomorrow’!”

A strategy refresh is a great time to consider the SEO technical health in general, looking at what stands out as opportunities to tackle this year.

Benchmark this against some of the core competitors so you have a baseline. You can also use it to push the case forward for technical work that may require the development team. 

Dig deeper: What to look for in a technical SEO audit

Digital PR: Why will your target publications want to talk about your business in 2024?

Having reviewed your 2023 performance, you’ll have a clear idea of what worked, what didn’t or where missed opportunities may have been. 

In planning for this year, you want to be sure you don’t fall into any of the issues that held the strategy back previously. 

Aligning the digital PR plan with your content strategy is crucial, especially when relying on others for content creation. Ask yourself why your target publications would care and identify hooks to stand out in 2024. 

Journalists are increasingly time-poor, facing pressure to produce quality content at scale. Creating the content their audience seeks and cultivating the right relationships can lead to success.

Dig deeper: How SEO and digital PR can drive maximum brand visibility

Collaboration: What is everyone else doing?

Remember, SEO is most successful when integrated into the wider strategy. While some businesses naturally incorporate this, many still operate in siloed teams with insufficient communication.

Champion the breakdown of silos, share your strategy reset process, and encourage other teams to undergo similar exercises.

Mimic customer behavior, aligning your priorities and work with the customer’s journey. Magic happens when you embrace a customer-first mentality.

Refining your 2024 SEO game plan

Approach 2024 with confidence by ensuring your SEO foundations are strong. Carefully evaluating what has worked, where there are gaps, changes in the market, and alignment with business goals will set you up for success. 

Leverage the checklist outlined here as a framework, adapting areas to suit your business priorities. With clarity on the strategy and transparency through reporting, you can continually optimize throughout the year, working collaboratively across teams. 

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

How is your career and role changing? Take our survey

Written on January 10, 2024 at 9:53 am, by admin

We want to hear about your search marketing career. Please take the Salary and Career Survey from MarTech, Search Engine Land’s sibling site.

This year’s survey should take you only about three minutes to complete. The survey results will be released in the first quarter.

TAKE THE SURVEY

If you thought ushering the 2020s in with a global pandemic would be the unlikeliest thing to happen for a while, you weren’t alone. We’re just early into 2024, but we know unexpected and unexplainable things are ahead for companies, marketing teams, agencies and you.

While the pandemic devastated industries like travel, tourism and hospitality, it created a boom for segments like B2B technology, home goods retailers and home improvement businesses. But with every rise comes a fall, and areas like tech felt the pain in 2023. We didn’t even mention inflation, interest rates and global political instability.

Layoffs in the technology sector alone totaled nearly 250,000 jobs according to Layoffs.fyi. Job losses also piled up in sectors like financial services and brick-and-mortar retail.

It’s often the case that marketing is among the first areas of an organization to be impacted by job cuts, and that remains true.

But job losses aren’t the only thing impacting marketers and their broader organizations.

• The AI explosion. Is it a tool? Is it a job killer? Is it a skill that marketers need to master? It might be all of the above. It can help teams scale and move faster, and it helps automate manual tasks. But many of the tasks were previously done by people.
• Scrutiny of martech stacks and other investments. When budgets are getting slashed, tech investments get a long, hard look. Contracts up for renewals and new deployments need to show rapid ROI or they don’t stand a chance.
• Changing the channels. X, once one of the most impactful social media channels, lost a significant number of advertisers since Elon Musk took over. In early 2024, Google and Yahoo will implement new rules for email senders.

TAKE THE SURVEY

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Google is allowing select sites to delay phase out of third-party cookies

Written on January 9, 2024 at 5:52 am, by admin

Google is giving websites the opportunity to request additional time to transition away from third-party cookie dependencies.

To address possible compatibility concerns, the search engine has introduced a third-party cookie deprecation trial. While Chrome plans to eliminate third-party cookies by Q3 2024, this program lets embedded sites and services temporarily enable them until December 27, 2024.

However, developers are expected to make the necessary changes by the trial end date.

Why we care. For marketers heavily dependent on targeted advertising through third-party cookies, delaying Chrome’s phase-out until the end of the year could come as a huge relief. But it’s still crucial to update your marketing strategy to be cookieless before the December deadline, as there won’t be any additional help afterward.

How it works. Eligible websites can enable third party cookie deprecation trials by using JavaScript to provide unique access tokens in Chrome. To request a third-party token during registration, activate the “Third-party matching” option on the origin trial’s registration page. The third-party token should be provided through JavaScript by creating an origin trial <meta> tag, not in HTML code or an HTTP header.

Trial participants are advised to deploy deprecation trial tokens before the grace period ends on April 1, 2024.

Eligibility. The program is specifically designed for embeds and services that use third-party cookies and meet Google’s strict eligibility criteria”

• Advertising-related services won’t get approval.
• If your domain is known for advertising, even subdomains, it’s likely to be rejected.
• To be considered, you need to show direct impact on end-users; problems just affecting later data analysis won’t qualify. Submit bug reports to Google with detailed steps to reproduce the issue.
• Google will only consider requests with confirmed breakage, and there’s an appeals process for clarification.
• Even if your site has both ad and non-ad content, if it’s associated with advertising domains, it’s likely to be denied.

Review process. After you submit your application for the third-party cookie deprecation trial, Google will review your request. Response times will vary, however, if you have not received a response with one to two weeks, Google advises contacting them at 3pcd-deprecationtrial@google.com.

What Google is saying. A Google spokesperson said in a statement:

• “At the moment we are only focusing on third-party embeds and services.”
• “We recommend first-party sites continue making changes to their sites directly to fix the breakage and encourage their embedded third parties to sign up for this deprecation trial.”

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Deep dive. Read Google’s guidance in full for more information.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Instacart to start serving ads on Good Food Holdings shopping carts

Written on January 9, 2024 at 5:52 am, by admin

Instacart is set to start serving ads on Caper Carts in Good Food Holdings banner stores.

Customers using the AI-powered smart carts will soon be greeted by ads on the trolley’s home screen, featuring launch partners such as Del Monte Foods, Dreyer’s Grand Ice Cream, and General Mills

Why we care. Instacart’s latest advertising solution presents a strategic avenue to engage with high-value customers at a pivotal moment in the shopping journey, increasing the likelihood of sales and return on investment.

New features. Customers using Casper Carts will soon experience two new features:

• Ads for new products and brands: This means you’ll find special offers and seasonal promotions right when you start shopping on the Caper Cart home screen. For example, you might see a fun banner showing limited-edition Chocolate Strawberry Cheerios from General Mills for Valentine’s Day.
• Personalized product recommendations: These ads will show up based on what the customer is doing while shopping, like what’s in their cart or how they’re browsing (see image below). For instance, if a customer adds ice cream cones, they might get a suggestion for a matching item, such as Dreyer’s ice cream.

Store locations. During the initial phase of the pilot scheme, ads will exclusively appear on carts at Good Food Holdings’ Bristol Farms stores in Southern California. However, Instacart has assured the inclusion of additional retailers in the upcoming months. The ambitious plan aims to deploy thousands of Caper Carts by the end of 2024.

Incentive for participating retailers. Instacart aims to incentivize stores to display ads on Caper Carts by offering a revenue-sharing model and the chance for enhanced in-store customer engagement.

What Instacart is saying. Neil Stern, Chief Executive Officer of Good Food Holdings, said in a statement:

• “Since deploying Caper Carts last year, we’ve been incredibly excited to provide our customers with a greater personalized experience while driving value as they shop.”
• “With the introduction of ads on Caper Carts, we’ll soon be able to unlock a new, incremental revenue stream while offering customers valuable suggestions and promotions from our brand partners.”

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Deep dive. Read Instacart’s announcement in full for more information.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

TikTok launches new ad performance measurement tools

Written on January 9, 2024 at 5:52 am, by admin

TikTok has launched two new ad performance measurement tools:

• Cross-Channel Partners – which analyzes how ads perform across different online platforms and touchpoints before a purchase is made to understand their overall impact.
• Lift Partners – this assesses the effectiveness of ads on brand metrics, sales, physical store visits, and viewership for shows or media.

Given that conventional last-click attribution models fail to capture four out of five purchases attributed to TikTok, these new features are designed to offer marketers improved insights into the effectiveness of their campaigns on the social platform.

Why we care. A clearer understanding of the customer journey reveals the returns from your advertising investments, empowering you to make informed decisions about your ad spend moving forward.

Cross-Channel Partners. This feature analyzes the impact of TikTok ads across various marketing touchpoints before a purchase is made. It focuses on two key areas:

1. Multi-touch attribution: This involves measuring the effectiveness of TikTok advertising across digital touchpoints. It provides marketers with a deeper understanding of the customer’s path to purchase, helping them identify the most effective channels to achieve their goals.
2. Post-purchase survey (PPS): This survey-based tool integrated with e-commerce stores, helping advertisers understand how customers discover their product/brand and gathers attitudinal metrics (how customers feel about your product). By using the voice of the customer as a source of truth, PPS helps advertisers to gain a more complete view of attribution, contributing to a deeper understanding of advertising impact.

Lift Partners. Lift partners gauge the impact of TikTok advertising, focusing on four main areas:

• Brand lift: This uses an engaging, in-feed polling experience to measure the impact of ads on brand lift metrics like Ad Recall, Awareness, Attitude, and Favorability.
• Sales lift: Determines how effective advertising is in driving both online and offline sales, especially beneficial for Consumer Packaged Goods marketers.
• Store visit lift: Measures the additional visits to physical stores generated by TikTok ad campaigns.
• Tune-in lift: Assesses the impact of advertising on increasing viewership for shows, movies, or other media content.

Brand lift, a focus area under the Measurement category, is not a new addition to the program in this launch; it has been a part of the program previously.

Eligibility. To work with a measurement partner for Cross-Channel and Lift solutions, or to be considered for the TikTok Marketing Partners Program, visit the TikTok Marketing Partners website.

What TikTok is saying. Melissa Yang, Global Head of Marketing Partnerships and Industry Education, TikTok, said in a statement:

• “Partnering with our Cross-Channel and Lift measurement experts provides better visibility into consumer behavior beyond last click.”
• “Working with our partners reveals the true impact of TikTok marketing campaigns, while also providing strategic insight that can be leveraged to drive meaningful growth for businesses.”

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Deep dive. Read TikTok’s announcement in full for more information.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

How AI will affect the future of search

Written on January 9, 2024 at 5:52 am, by admin

Artificial intelligence (AI) is revolutionizing the digital landscape – leaving no room for outdated SEO tactics. As search engines increasingly leverage AI to anticipate user intent, we must completely rethink our strategies and balance human creativity and AI efficiency to stay ahead. 

Let’s explore the innovations, opportunities and pitfalls to master as AI propels search into a new era.

Search evolution: Prioritizing intent over keywords

The era of keyword stuffing is over, replaced by a focus on user intent. 

Search engines have evolved to understand the context behind queries. This shift demands a change in SEO strategies – prioritizing creativity and relevance over mere keyword density.

Today’s SEO is about aligning with user goals and pain points, not just keyword counts. Including elements like location-based services and personalized recommendations turns searches into dynamic interactions between users and your content.

Embracing semantic search

Incorporating semantic search requires a mix of data analytics and empathetic writing. This approach focuses on delivering relevant and valuable insights, aligning with E-E-A-T guidelines for expertise and trustworthiness.

In this new landscape, keyword research remains valuable but as part of a wider strategy. It’s about creating meaningful interactions and standing out in a digital world filled with information overload.

Consider Google’s BERT algorithm. It uses natural language processing to understand the real intent behind a search. This is a leap from simple keyword matching to predictive, context-aware results. 

This essentially means AI doesn’t just improve search – it anticipates our needs, often before we articulate them. 

AI does more than just understand user intent. It also brings personalization to search engines. 

By analyzing past user data like location and search history, AI can predict the future preferences of search engine users.

AI’s transformative role in SEO

AI is a pivotal force in digital marketing, making it important for content creators to understand the technology. 

It involves machine learning algorithms that analyze data to predict relevant content for search queries. 

With search engines like Google and Bing employing AI to enhance result accuracy, marketers must understand AI’s impact to remain competitive.

Leveraging AI for advanced content strategies

AI tools offer more than just enhancements to current strategies. 

They enable optimization through trend identification and advanced analytics. These tools provide insights into strategy performance, like click-through rates and page engagement. 

AI also suggests improvements based on user behavior, revolutionizing content optimization by revealing new opportunities and offering data-driven recommendations for continuous enhancement.

The balance between man and machine: The future trend?

Despite AI’s advancements, the need for human narrative crafting remains. 

This balance is where concepts like AIO and my C.R.A.F.T framework become crucial, merging machine learning with human intuition to produce compelling, search engine-friendly content.

Artificial intelligence optimization (AIO) in content creation

AI’s role in content creation marks a new era. Enter AIO writers.

It starts with AI drafting content, embedding keywords, and aligning with search engine results pages. But AI alone is not enough. A human writer trained in AIO takes over next. They take AI drafts and make them better. 

These optimized pieces attract readers and meet the criteria of modern search algorithms. They keep the language and brand voice unique.

The interesting thing about this model isn’t just about quantity. I am talking about accuracy and trustworthiness, which are essential for any high E-E-A-T content strategy. 

Marketers who embrace AIO in their strategy are leading the way – not keeping up.

Synergy of AI and human expertise in SEO

AI boosts efficiency, but the nuanced touch of human writing brings depth and appeal to the content. This collaborative process involves using AI for initial drafts and human skills for final refinements. 

Today, creating SEO-friendly content requires a careful approach. AI lays a solid groundwork, but human skill is what makes content stand out.

What C.R.A.F.T. is all about

I developed the C.R.A.F.T. framework to steer content creators in a rapidly changing digital environment, especially when working with AI-generated content. 

AI writing isn’t ready to publish as is. It lacks your personal experiences, client insights, and unique tone.

That’s where C.R.A.F.T. comes in. It empowers writers to infuse AI content with these essential human elements and ensures your content reflects you and your audience.

Here’s what it looks like. 

Cut the fluff

C.R.A.F.T. centers on concise, impactful writing. Eliminating excess words is essential in today’s information-saturated world. 

This approach aligns with Google Search Essentials (formerly Webmaster Guidelines), which prioritizes valuable content for users.

Review, edit, optimize

Transform good writing into great communication. Refine syntax and strategically integrate keywords, balancing SEO with reader appeal.

Add images, visuals, media

You need visuals. They enrich your text and help explain complex ideas. Alt tags and clear visuals also contribute to SEO by enhancing user experience and search indexing. 

Fact-check your content

Fact-checking establishes authority and combats misinformation. Truth is our responsibility as creators, reflecting Google’s E-E-A-T principles.

Trust-build

This involves adding personal stories and authoritative links to build trust with your readers.

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Generative AI’s role in search results

Generative AI is redefining content ranking based on quality. This advancement challenges traditional SEO tactics, as algorithms can now create and assess content unprecedentedly.

Elevating quality standards across the board

In this competitive arena, high-quality standards become paramount. 

Google’s evolving algorithm updates now prioritize relevant, original and useful content – mirroring the objectives of generative AI.

This shift calls for stringent fact-checking and authenticity in content creation. 

Enhancing user experience through AI

Generative AI impacts more than just search rankings. It influences creative storytelling, tone differentiation, and user engagement metrics. 

The narrative around facts enhances user experience, as authoritative links within content add credibility.

However, despite AI’s advanced capabilities, the essential human element in content creation cannot be overlooked.

The blend of technology and the innate human touch in crafting compelling narratives is irreplaceable.

Adapting to AI-driven search engine marketing

The future of search engine marketing is rapidly evolving with AI advancements. Marketers must stay informed and prepare for this change. Here are key strategies:

• Stay updated on AI trends: Keep abreast of the latest AI developments. Subscribe to trade publications and engage in professional discussions about AI trends and technologies. 
• Understand AI challenges: Recognize AI’s opportunities and pitfalls. Generative AI, while promising, raises concerns like misinformation. Up to 80% of marketers will need teams dedicated to countering AI-generated misinformation by 2027, Gartner predicts.
• Consider copyright concerns: Copyright issues are paramount with generative AI. After the 2023 ruling by the U.S. Copyright Office, navigating copyright becomes more complex, especially with AI-generated content. The ruling reminds us to make sure we humanly edit AI-generated output to maintain the human stamp and ownership of our content.
• Be aware of regulatory changes: Monitor the evolving regulatory landscape for AI technologies. Anticipate and prepare for inevitable regulatory actions affecting AI use.

Marketers need to stay informed, understand challenges, navigate copyright issues, and maintain regulatory awareness to thrive in the AI-driven future of search engine marketing.

Integrating human expertise with AI in search technology

Merging human expertise with AI is becoming crucial in optimizing for search. 

This combination is not just helpful – it’s essential to master modern search algorithms.

AI brings immense processing power but lacks human-like, nuanced understanding. Marketers need to use their insights to refine AI results. This leads to a more focused approach that matches user intent, boosting efficiency.

This fusion also helps predict consumer behavior shifts that data alone might miss. Combining metrics with human empathy ensures digital strategies connect personally with users.

Creativity and predictive analytics: A powerful duo

Creativity is a core human factor and the key to standing out in a crowded market. 

When blended with AI’s predictive analytics, creativity becomes both original and data-driven, maximizing impact.

We see this partnership in action when analyzing metrics like click-through rates. Human creativity is the factor to lean into to build interest and curiosity, while AI can optimize reach based on these insights.

Making better decisions with AI and human insight 

AI is great at quickly spotting patterns helping in SEO decision-making. 

But without human strategic oversight, AI alone might miss opportunities that need human cultural understanding or trend identification.

Professionals must use AI tools to enhance, not replace, their decision-making. This approach allows for quick yet well-thought-out strategic choices.

Shaping the future of search with AI

AI is reshaping search. It’s changing how we create content, adapt to algorithms, and stay ahead in marketing. The future of search isn’t just about keywords – it’s about understanding and utilizing AI.

Remember the milestones that got us here. Keep my C.R.A.F.T framework handy as you refine your SEO approach: Cut through the noise, enhance with custom visuals, and build trust with authentic stories.

Understand how to function in the role of AIO – AIOs are not just helpers; they’re co-creators. Generative AI is not a threat but an ally for those who learn to collaborate effectively.

The takeaway? How AI will affect the future of search hinges on our ability to blend human ingenuity with machine efficiency. Master this, and the way forward is bright. 

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Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Google Ads updates gambling and games policy

Written on January 4, 2024 at 1:47 pm, by admin

The Google Ads gambling and games policy United States country-specifics has been updated.

From January 4, the platform will accept and run ads for sports betting from state-approved entities in Delaware.

Why we care. Eligible advertisers who want to run sports betting ads in Delaware will need to apply for accreditation.

Certification. To obtain certification, follow these steps if you meet Google’s policy and country-specific requirements:

• Privately-licensed operators: If you are based in one of the countries where Google permits online gambling content, fill out the online gambling application form in the Google Ads Help Center. Providing all the requested information will help prevent delays.
• State-run entities: If you operate in one of the countries where Google allows only state-run entities, use this form. When completing the form:
  • In ‘Summary of the issue’: Note that you’re requesting certification to advertise as a state-run gambling entity, and provide your website URL.
  • In ‘Campaign name and Ad group name’: Enter N/A if you haven’t set up a campaign or ad group.
• Social casino game operators: Use this form to submit your website URL or app, Google Ads customer ID, and the country group you are targeting. 

You must submit a separate application form for each country you want to target.

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Deep dive. Read Google’s announcement in full for more information.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

GroupM teams up with YouTube, Disney and NBCU to transform streaming ads

Written on January 4, 2024 at 1:47 pm, by admin

Group M is planning to simplify the buying and placement of ads on streaming services for advertisers.

Through the GroupM Ad Innovation Accelerator program, GroupM is joining forces with BrightLine, Disney, KERV, NBCUniversal, Roku, Telly, and YouTube to develop a new ad format for streaming services. This format aims to cater to viewers who prefer to avoid commercials.

The collaborative effort aims to transform the conventional 30-second ad spot by incorporating advanced digital technologies. This innovation aims to strengthen connections between brands and viewers, delivering measurable outcomes for advertisers partnering with GroupM.

Why we care. This program addresses changing viewer preferences and offers a potential solution for more effective streaming service advertising. It also presents a promising opportunity for advertisers to connect with younger audiences, who are increasingly shifting from traditional TV to streaming services.

What is GroupM?  GroupM, the media-buying division of European advertising conglomerate WPP, is one of the largest investors of advertising dollars in the U.S.

What Group M is saying. Mike Fisher, Executive Director, Investment Innovation, GroupM U.S., said in a statement:

• “Brands advertising in ad-supported streaming environments have an incredible opportunity to engage with attentive consumers, but the rapidly evolving media landscape makes it difficult for advertisers to efficiently and resourcefully launch interactive advertising campaigns.”
• “Our clients need a simple way to activate interoperable and attributable campaigns across the ad-supported streaming ecosystem. With key stakeholders at the same table, we will shape impactful outcomes that allow advertisers to execute creative, engaging and effective campaigns.”

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Deep dive. Read Group M’s announcement in full for more information.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Google has started phasing out third-party cookies

Written on January 4, 2024 at 1:47 pm, by admin

Google has officially started to phase out third-party cookies.

A new feature called Tracking Protection, which restricts third-party cookies by default, began rolling out to 1% of Chrome users globally on January 4, 2024.

If you have been affected, you will will receive a notification when you open Chrome on either desktop or Android devices.

Why we care. If your marketing heavily depends on targeted advertising with third-party cookies, it’s time to reconsider your tactics. Begin preparing your websites now before Google completely retires third-party cookies in the latter half of 2024.

Impact: The affect of the Tracking Protection tool rollout is yet to be determined, however, discussions among digital marketers on X indicate that advertisers are still not ready for the removal of third-party cookies:

Problems to watch out for. If your site relies on third-party cookies and the roll out of Tracking Protection causes issues (for example, you refresh a page multiple times), Chrome will prompt you to temporarily re-enable them by clicking the eye icon on the address bar’s right side.

What are third-party cookies? A third-party cookie is a small piece of data placed on a user’s device (computer, cellphone, or tablet) by a website different from the one the user is currently visiting. It tracks the user’s browsing history, enabling personalized ads based on their activities.

Why now? Google considers phasing out third-party cookies by the second half of 2024 as a crucial move in its Privacy Sandbox initiative. The final decision depends on resolving competition concerns from the UK’s Competition and Markets Authority.

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Deep dive. Read ‘SEO and the future world without cookies‘ by Search Engine Land contributor Adam Audette for more information on what a cookieless world will look like for SEO and PPC marketers.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Building a winning Facebook and Instagram strategy for 2024

Written on January 4, 2024 at 1:47 pm, by admin

Advertising on Meta presents unique opportunities that Google Ads doesn’t offer.

Whether your goal is lead generation or ecommerce, Menachem Ani, PPC expert and founder of JXT Group, shared valuable insights at SMX Next on how to optimize campaigns for Facebook and Instagram.

Read on to learn Ani’s seven-step frameworks for building winning lead generation and ecommerce strategies in Meta’s automated landscape.

Meta Ads > Google Ads?

When advertising on platforms like Google, you’re restricted to reaching people searching for your product or service.

However, when placing ads on social platforms like Facebook and Instagram, the possibilities are more diverse, according to Ani. He explained:

• “There are similarities between Google and Meta ads in the sense that they are both pushing towards automation with fewer levels and less controls. But that’s where the similarities end.”
• “With Google Ads, you’re capturing existing demand, somebody searching for the product or service – but it’s finite. There’s only a certain amount of search happening for a specific keyword. Whereas with paid social, you can, you can educate consumers a little higher up in the funnel, create demand and then capture it later on.”

Should you spend more on Google or Meta?

A multi-channel approach is usually best but the answer depends on the nature of your business, according to Ani. He said:

• “If your brand sells products, then Meta will likely work for you. If you’re selling more commoditized products like electronic appliances, then it’s best to lead with Google.”
• “However, we’ve found that it’s usually best to run campaigns across all channels because it gives you multiple sources of revenue – and diversification is always a good thing.”

Lead generation on Facebook and Instagram

Although Meta ads are probably best known for driving results in ecommerce, Facebook and Instagram ads can also be used to effectively generate leads. The key is to focus on quality over quantity (i.e., leads that will actually convert into sales). Ani explained:

• “The last thing you want is to generate leads that you can’t sell to. Ultimately a lead is only worth something if it if it can turn into revenue.”
• “To do this, you need a well thought out strategy to ensure that your message reaches the right consumer.”

The challenge with Meta lead generation

Although lead generation campaigns on Facebook and Instagram can drive great results, you’re also likely to receive a lot of spam leads, according to Ani.

The system tends to optimize for form submissions rather than real-time revenue like in ecommerce, which can result in more leads of lower quality. The challenge is finding a balance to get better quality leads, even if it means fewer form submissions:

• “Remember that leads are not sales – you can’t deposit leads in your bank account. It’s super important to figure out how to get good quality leads.”

7-step lead generation framework

Ani shared a seven-step strategy to address issues like spam and enhance lead generation results through Facebook and Instagram ads.

1. Leads > traffic

The campaign goal you choose is crucial. The Meta algorithm is powerful but specific.

If you run a traffic-focused campaign, you’ll get traffic – but that doesn’t necessarily translate into leads. To sell and get inbound inquiries, you need leads, Ani explained:

• “For this, I recommend always using a conversion-focused campaign specifically focused to driving leads based off of your pixel tracking.”

2. Test dynamic and standard creative

When setting up your campaign on Facebook, you can choose to create individual ads or use dynamic creative, which is like responsive search ads on Google – and it’s important to explore both options.

Although testing various targeting and ad creatives is usually advised, dynamic creative works well for smaller lead generation campaigns. Ani explained:

• “With dynamic creative, you provide a list of ad copy and creative elements (like images and videos), and the system personalizes the ad for each user.”
• “This is particularly useful for small budgets on lead generation campaigns where you may lack sufficient data to optimize specific ads as it allows the system to algorithmically target users.”

3. Use customer lookalikes and interests

Ani explained that while the pixel is powerful for targeting based on website activity, when it comes to lead generation, especially on newer or smaller accounts, custom audiences can be effective.

Instead of broad targeting, he recommends creating lookalike audiences from your customer list or qualified leads.

• “Telling the system that people who are interested in x or belong to specific demographics are likely the potential consumer for you can be helpful.”
• “It’s also a good idea to allow the system to use Advantage+ targeting (which is where it expands outside of your audiences) as an additional 20% or so to find users who may not be in the specific audiences you set up.”
• “Unlike ecommerce, where the system can see the revenue coming in in real-time, sometimes you need a bit more of a signal and this helps with lead quality because your ads are being shown to more interested users.”

4. Use Facebook and Instagram

Advertisers often try to manually control where their ads appear, but the algorithm is powerful. It’s best to let the system show ads wherever on Facebook, Instagram, and Messenger, according to Ani.

The algorithm efficiently regulates ad placements based on where conversions are happening. So Ani recommends allowing the algorithm to do the heavy lifting.

Limiting exposure with manual adjustments can increase costs and you may miss out on untapped potential, Ani said:

• “What we’ve learned is that this holds true across most ad platforms today. … When you limit your exposure with manual adjustments, you end up increasing your costs and you lose out on untapped potential.”

5. Think beyond video creatives

Once you’ve identified your audience, the next step is crafting your message.

While ecommerce often emphasizes video creative, for lead generation, image ads surprisingly work well, according to Ani. Video ads are effective too, but creating good videos, especially for lead gen, can be challenging.

Plain images or overlaying text onto an image, like banner ads, are effective. Because your audiences are broad, the messaging in your image ad or the accompanying copy serves as a form of targeting.

6. Create dedicated landing pages

When a user clicks your ad, the destination matters, especially in lead generation. So consider options like sending them to your homepage, a dedicated landing page, or using embedded Facebook or Instagram forms. Ani recommended creating embedded forms:

• “You’re likely going to get less leads if you use an embedded form, but the leads you do get will be better quality because the ones that were going to be spam are less likely to fill out that form due to the extra effort needed.”
• “Remember, embedded forms on Facebook and Instagram are pre-populated with the user’s Instagram or Facebook account information. So it’ll have their name, email and so on. And that makes the form a lot easier to fill out.”
• “I would also recommend adding an additional question to sort of forcefully add friction to the process so that fewer people accidentally fill out the form and you’ll end up with slightly better quality leads – remembering that leads are not sales.”

7. Conversions are not sales

Tracking the source of each lead is crucial. You can add UTM parameters to your ads to see, in real time, which campaign, ad set, and ad creative a specific lead came from.

Over time, by analyzing this data in your CRM, you can establish patterns.

For example, a breakdown of 30 leads from a specific campaign, including their current status, can reveal insights. Isolating and analyzing such data helps identify what’s working well, whether it’s a specific creative resonating with consumers or certain audiences performing better.

This information is valuable for optimizing your future lead generation efforts, Ani explained.

Ecommerce ads for Facebook and Instagram

Ecommerce differs in that the system automatically tracks revenue in real time, according to Ani. This simplifies the process, as a lead often translates directly to a sale.

However, industries with high fraud rates may pose challenges. Tracking revenue in real time lets you assign a dollar value to each order, making it easier to align with profit-centric optimization.

Many direct-to-consumer (DTC) operators use Meta ads and email in their marketing mix. Yet, ecommerce doesn’t have to be purely transactional, Ani said:

• “You can lean into other campaigns on the Google side, like Performance Max, Demand Gen, YouTube, and so on, to capture additional demand that way too.”

7-point ecommerce framework

Here is Ani’s seven-step guide to drive ecommerce results using Facebook and Instagram ads.

1. Test Advantage+ carefully

Unlike lead generation campaigns, where the primary option is conversion-focused, ecommerce allows for a different campaign type called Advantage Plus Shopping. This automated and algorithmic approach, with fewer controls, is akin to Google’s Performance Max.

Advantage Plus Shopping is broad and less structured than a standard conversion purchase-optimized campaign.

• “What we’ve found is that you want to try using both [Advantage Plus Shopping and conversion campaign types] and see how it goes.”
• “For some of our clients, Advantage Plus typically performs better, but for others, we have found that standard purchase conversions work better – but for others, we find a mixture of running them both side-by-side for different products or promotions is best.”

2. Go broad on targeting

For broad targeting in ecommerce campaigns, it’s often effective to let the system go “crazy”, according to Ani. Allow it to target whoever it deems most likely to purchase, excluding recent purchasers, such as those in the last 30 days.

Additional audience limitations can artificially increase CPMs, so it’s generally better to go broad and let the powerful Meta algorithm determine the most promising targets based on real-time revenue data. Trusting the algorithm’s capabilities and leaning into its power tends to yield positive results.

3. Purchase > Add to cart > Clicks

In ecommerce, when running conversion campaigns, it’s crucial to be specific in your objectives.

While the powerful system will deliver what you ask for, specifying actions like “add to carts” or “clicks” might not lead to actual sales. Ani explained:

• “If you tell it you want clicks, you’re going to get clicks, but they typically don’t convert into sales.”
• “So if you’re going to run a purchase conversions campaign, make sure you’re focusing on purchases very specifically because you want purchases – you need revenue. Make sure to focus on that.”

4. Trust in seven-day click

In ecommerce, attribution is different from lead generation. While one day is often sufficient for leads, ecommerce purchases may require more time.

Leaning into a seven-day click attribution is generally recommended. This longer period accommodates the full purchase journey, acknowledging that a user who clicks on an ad may not be ready to buy on the same day.

Avoid one-day view attributions, which can inflate attribution figures due to the widespread exposure of ads on Facebook and Instagram. Ani added:

• “Typically, we recommend using seven-day click attribution unless you’re selling an impulse purchase. In those cases, a one-day click should be enough.”

5. Get creative with creatives

When it comes to creative in online marketing, testing is key, according to Ani. You can experiment with various formats like image ads, video ads, and carousel ads.

Within each type, there are diverse approaches.

• For image ads, you can try product shots, lifestyle images, comparison visuals, or showcase media mentions and customer reviews.
• Videos offer versatility, ranging from high-production to user-generated content, testimonials and different lengths.
• Carousels allow for dynamic catalog ads, providing a range of options.

There’s no one-size-fits-all solution, so it’s essential to test different creative elements to discover what resonates best with your brand. What works for one brand may not necessarily work for another.

6. Match creative cycling to spend

When it comes to testing new creative assets, the focus should be on the traffic flow through a specific ad rather than a specific time or budget. Ideally, you want a significant amount of traffic in the hundreds or even a couple of thousand clicks, to establish statistical significance.

This ensures that the data collected is reliable and can be trusted for making informed decisions. With only a few clicks or orders, it’s challenging to gauge whether the creative will work at a larger scale. Emphasizing the amount of traffic passing through an ad allows for a more robust evaluation of its effectiveness.

7. Keep naming consistent

Maintaining consistent ad naming conventions is crucial for effectively tracking the performance of your creative assets.

By properly naming your ads (including details like asset type, destination, call-to-action, and more), you can easily filter and report on their effectiveness. This approach allows you to compare the performance of different ad types, such as image ads versus video ads or influencer campaigns versus others.

Consistent ad naming ensures that you can quickly and accurately analyze your data to make informed decisions about your advertising strategy.

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Key takeaways

Whether running a lead generation or ecommerce campaign on Facebook and Instagram, there are key strategies to consider. For lead gen, focus on:

• Limiting spam.
• Precise targeting.
• Emphasizing the offer.
• Messaging.

Meanwhile, in ecommerce, allow the system to handle more targeting, placing greater emphasis on creative component testing.

Both Facebook and Instagram are valuable additions to your marketing efforts. However, it’s essential to integrate them holistically into your overall strategy.

As ad platforms become more sophisticated and algorithmic, understanding when to let the system handle tasks and when to intervene is crucial.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing