Group items tagged

Google Manufacturer Center can be most valuable for brands that: Have a lot of collateral surrounding their products such as positive third-party reviews. Convert customers mainly via brick and mortar, letting their online retailers pick up the online demand for their products. Have products that are usually part of a bigger basket. Items that are expensive to ship relative to product cost sometimes do better at ecommerce retailers since they can become part of a bigger basket. Are retailer agnostic – don’t care who sells so long as the sale happens.

If you find a sluggish market, your client can become a winner with the right strategy.

The higher a business appeared in the local finder, the more stable it tended to be throughout the year. The lower a business appeared in the local finder, the more erratic its position was as the year moved along.

If either of these brands were your agency’s client, you would need to take Tansy’s wins column and build your strategy from it. Your strategy could include recommendations for: Primary category adjustment based on ranking goalsWebsite development and optimizationLink developmentPhotographyReview acquisition, including both numbers and recency, as well as review languageCustomer service improvements via owner responses and Q&A usage

COVID posts and offer posts get more clicks than event posts and update posts.

Google posts that contain images which are not stock photos get 5.6x more clicks.

If you want more activity from Google posts, include a call-to-action, a sense of urgency, and post about specials or discounts.

Paid search results gain 150% as many conversions from clicks as organic search results.

The real power of SEMrush is its long tail keyword suggestions. SEMrush empowers my research process to identify profitable keyword phrases throughout the buyer funnel.

SEMrush helped me find related keyword ideas. I used that along with Google's Keyword Planner to find keyword opportunities. From there, I “reverse engineered” a profitable ad strategy based on their competitor’s mistakes. In turn, this information helped me seal the deal with a new client. It also saved me from wasting the client’s time and money chasing unprofitable keywords.

Historical CPC data from competitors' domains help me project ROAS for clients who don't have any search ads history. With this information, I'll review my client's average conversion rate from non-paid traffic sources and then cast it against the average click-through rate of the target ad position as well as each target keyword's estimated monthly search volume and average cost per click.

if brand interest goes up organic will probably get credit for more conversions, and we will look good. If it goes down we will look bad. If we’re not paying attention, if we’re not involved in brand activity, these changes will be out of our control and we’ll be blind to the causes.

There are also some stories filtering through the SEO industry, by way of pub chats, DMs and private groups, of people influencing rankings by driving up specific branded searches. The theory could be summed up with this example;Google already knows lego.com is a good result for the search “Lego toys”Google’s algorithms start to relate the concept “Lego” closely to the concept “toys”Because the concepts are closely related Google starts to believe that lego.com is also a good result for the broader “toys” search.

We have a couple of ways to track overall brand performance, you can use these to help benchmark efforts over time.Direct traffic to the homepage

According to Salesforce.com, it takes, on average, six to eight touches to generate a lead in the B2B space.

The number of touchpoints is even higher for a customer purchase.

understand the customer journey

Enable max image preview

<meta name="robots" content="max-image-preview:large">

Make sure it’s mobile-friendly

Over time, maybe Google’s search engine and results product will be less important as more consumers shift to AI sources to get their information or that information is brought to them. 

Another colleague, in a separate conversation, reiterated that Google has the most information, so despite Bard’s initial disappointment, it could end up being the leader

One of the most significant impacts of AI on SEO is personalized search results.

AI algorithms can understand natural language queries and provide accurate results. Therefore, SEO strategies should include conversational keywords and phrases matching people's speech.

AI-powered predictive analytics can help businesses identify trends and predict future outcomes

5) Search will change more in 2023 than it has since Google went mainstream in the early 2000s.

You.com, Character.AI, Metaphor and Perplexity are among the wave of promising young startups looking to take on Google and reinvent consumer search with LLMs and conversational interfaces.

Enterprise search—the way that organizations search and retrieve private internal data—is likewise on the cusp of a new golden age. Thanks to large-scale vectorization, LLMs enable true semantic search for the first time: the ability to index and access information based on underlying concepts and context rather than simple keywords. This will make enterprise search vastly more powerful and productive.