Google Ads will pause low-activity keywords starting in June

Google Ads will automatically pause low-activity keywords, starting in June, according to an email sent to advertisers by the Google Ads team.

What is low activity? Campaigns that were created more than 13 months ago and that have had zero impressions in the past 13 months.

Why we care. Navah Hopkins explained it well on LinkedIn: “Keywords with no impressions in your account are dragging down your account performance. We’ve seen documentation from the DOJ trial highlighting an account Quality Score – what do you think having hundreds/thousands of zero impression keywords does to the account?”

Unpausing paused keywords. If you unpause a paused keyword in Google Ads, Google will automatically pause it again if it receives no impressions over the next three months.

Why the change. So advertisers “focus on keywords that drive results,” Google said.

Ad group pause. As a reminder, Google Ads began automatically pausing ad groups with low activity in March.

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Google adds 6 new AI features for Performance Max

Google Ads today introduced six new AI features for Performance Max campaigns.

Why we care. You’ll want to explore these new PMax features to see whether they help you uncover new insights or improve campaign performance and ROI.

Customer Value mode. This new PMax feature, in beta, is meant to help PMax advertisers who use purchase conversion goals to acquire high-value customers.

• New customer acquisition goals are now available for Search Ads 360 advertisers.

Customer retention goal. This PMax feature, also in beta, is designed to help you win back lost customers.

• Contact your Google account team to learn about next steps.

Detailed demographics. Data on age and gender groups is rolling out now. You will be able to find it in audience insights. As Google explained it:

• “Detailed demographics in audience insights empower you to understand your untapped demographics so you can craft ads that resonate directly with specific age and gender groups.”

Budget pacing insights. You will be able to see real-time spend tracking, current and projected spend and forecast conversion performance. Google said:

• “At a glance, you can analyze your campaign pacing to identify potential areas for strategic budget shifts, such as moving budget from a campaign that’s underpacing to a campaign that is close to becoming budget limited.”

Account-level IP address exclusions. PMax advertisers can now exclude specific IP addresses (e.g., your company), reducing wasted budget on unwanted ad interactions.

Final URL expansion. This new PMax feature, in beta, lets you test whether “replacing your final URL with a more relevant landing page from your website drives stronger results. … Opting into the Final URL expansion experiment will split your traffic, dedicating a portion of your budget to testing this feature while tracking results alongside your original setup.”

• Advertisers testing this feature had “an average increase of over 9% in conversions/conversion value at a similar Cost Per Action (CPA)/Return on Ad Spend (ROAS),” according to Google data.
• Contact Google support or your account team if you want to join the beta.

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Google March 2024 core update rollout is now complete

Google’s March 2024 core update is now done rolling out, it started on March 5, 2024 and completed 45 days later on April 19, 2024. This was a big core update, where Google said that this core update is more complex and involves changes to multiple core systems, while also ending the standalone helpful content update.

Google did not tell us until April 26th, 52 days after the rollout began, that it finished on April 19th.

A Google spokesperson told us, “As the web and spam tactics continue to evolve, we’ll continue to work to reduce low quality, unoriginal content in Search. As always, we appreciate and encourage feedback from users and site owners alike.” Google added:

The March core update ranking improvements, which tackled spam and low quality content on Search, are now finished rolling out. As a reminder, on March 5th we launched a number of meaningful enhancements to our core systems, as well as several updates to our spam policies, to reduce content created for search engines on Search. 

45% reduction. Google originally told us there would be a 40% reduction in low quality and unhelpful content. Well, Now Google said it ended up being closer to 45%.

A Google spokesperson said, “The updates led to larger quality improvements than we originally thought – you’ll now see 45% less low quality, unoriginal content in search results, versus the 40% improvement we expected across this work.”

Other changes. Google also updated help center page outlining how site owners can debug drops in Google Search ranking.

Feedback. Google also created a new feedback form for site ranking changes that you’d like the Google Search team to review more closely.

Overlapping updates. Google also rolled out the March 2024 spam update that started on March 5 and was completed on March 20. Google also released a swarm of manual actions related to pure spam issues after these updates started rolling out. Finally, Google changed its core web vitals to use INP instead of FID during this time period.

Because we had so many overlapping changes, it would be hard to pinpoint which Google change may have impacted your site’s performance in Google Search.

More on the March 2024 core update. “The March 2024 core update is a more complex update than our usual core updates, involving changes to multiple core systems. It also marks an evolution in how we identify the helpfulness of content,” Google’s Chris Nelson wrote.

Elizabeth Tucker, Director of Product, Search at Google, told Search Engine Land that the update will help reduce unhelpful content in Google Search by 40%. But Google has updated that number to say 45%.

• “We expect that the combination of this update and our previous efforts will collectively reduce low-quality, unoriginal content in search results by 40%,” Tucker wrote.

This update, unlike some previous core updates, includes enhancements to several components of the overall core system. This March core update will have multiple updates within it, since this update touched on several systems within the core update, Google decided to push out updates to those core systems over the past few weeks.

Google said this update has refined how it understands which webpages are “unhelpful, have a poor user experience or feel like they were created for search engines instead of people.” This “could include sites created primarily to match very specific search queries,” Google added.

With this March 2024 core update, Google will stop announcing new helpful content updates, since the helpful content system has been incorporated into the core update system.

The last helpful content update, the September 2023 helpful content update was a large update that impacted several sites. Hopefully, some sites impacted will see relief from this March 2024 core update, but it is hard to say at this point. The classifier for the helpful content system was overhauled and is now baked into the March 2024 core update.

Mordy Oberstein wrote about the wrath of this March core update, calling it not linear.

What to do if you are hit. Google has given advice on what to consider if you are negatively impacted by a core update in the past. Google has not really given much new advice here.

• There aren’t specific actions to take to recover. A negative rankings impact may not signal anything is wrong with your pages.
• Google has offered a list of questions to consider if your site is hit by a core update.
• Google said you can see a bit of a recovery between core updates but the biggest change would be after another core update.

In short, write helpful content for people and not to rank in search engines.

• “There’s nothing new or special that creators need to do for this update as long as they’ve been making satisfying content meant for people. For those that might not be ranking as well, we strongly encourage reading our creating helpful, reliable, people-first content help page,” Nelson explained.

Previous core updates. Here’s a timeline and our coverage of recent core updates:

• The November 2023 core update was on November 2nd and ended on November 28.
• The October 2023 core update was on October 5th and ended on October 19
• The August 2023 core update was on August 22nd and ended on September 7.
• The March 2023 core update was on March 15th and ended on March 28th.
• The September 2022 broad core update was less impactful than previous core updates and finished on Sept. 26.
• The May 2022 broad core update was a significant and fast update.
• The November 2021 core update 
• The July 2021 core update.
• The June 2021 core update, which was slow to roll out but a big one.

Why we care. Google algorithm updates are critical for all brands, businesses, and organizations to be aware of because they can impact how your site performs in search results. Any change in rankings from a core update – positive or negative – can impact your organic traffic, conversions and revenue.

Knowing when Google makes these updates enables site owners to know if traffic fluctuations resulted from a change to the site or something Google changed with its ranking algorithm.

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Google Search revenue increases 14% YoY to $46 billion

Alphabet’s overall revenue increased by 15% to $80 billion, much higher than last year’s 3% year-on-year increase.

By the numbers. Google Search revenue increased by 14% to $46 billion YoY in Q1 2024 compared to $40 billion in Q1 2023.

This led to overall Google advertising revenue increasing by 13% to $61 billion YoY in Q1 2024 compared to $54.5 billion in Q1 2023. 

The highest jump in advertising revenue came from YouTube which was at $8 billion, a 20% increase in revenue from $6.6 billion in Q1 of 2023. 

• Google’s deliberate crackdown on ad blockers in the past year helped this increase.

Google Network revenue decreased slightly by 1% to $7.4 billion holding back a higher increase in advertising revenue.

More AI coming. The adoption of Google’s AI solutions has been increasing, as discussed in Tinuiti’s Digital Ads Benchmark report. Philipp Schindler, Alphabet’s senior vice president and chief business officer, highlighted some of Google’s AI innovation in Performance Max and automatically created assets during Alphabet’s Q1 2024  earnings call:

• “In February, we rolled Gemini into PMax. It’s helping curate and generate text and image assets so businesses can meet PMax asset requirements instantly.”
• “This is available to all U.S. advertisers and starting to roll out internationally in English, and early results are encouraging. Advertisers using PMax asset generation are 63% more likely to publish a campaign with good or excellent ad strength. And those who improved their PMax ad strength to excellent see 6% more conversions on average.”
• “We’re also driving improved results for businesses opting into automatically created assets, which are supercharged with gen AI. Those adopting ACA see, on average, 5% more conversions at a similar cost per conversion in Search and Performance Max campaigns.”

Why we care. A higher jump in revenue this year indicates a healthy adoption of Google’s automation and a better understanding of how to make the most of it. This puts advertisers in a better position to adapt to Google’s next introductions of AI functionality

Earnings report. You can read Alphabet’s complete first-quarter 2024 results report.

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Google Publisher Center to stop allowing you to add publications

Google will stop allowing publishers to add publications to the Google Publisher Center manually. Instead, Google will automatically add eligible publications pages later this year.

This change will likely lead to even more confusion around Google News inclusion, which we have had for years since Google changed the inclusion process back in 2019.

What Google said. Google wrote:

Starting today, publishers can no longer add publications to the Publisher Center. We are making this change as part of a transition to roll out automatically created publication pages later this year.

Google added that previously this feature allowed publishers to manually create a source page for users to follow. But going forward, “publishers with manually created publication pages will continue to have access to customization features until later this year, when pages will shift to being automatically created. Users will continue to be able to follow their favorite publications.”

“Content from publishers that adheres to our content policies is automatically eligible for consideration in Google News and across News surfaces,” Google added.

What it looked like. Here is a screenshot within Google Publisher Center of how to add a publication – note this is going away:

Why we care. I expect this change to cause more frustration and confusion amongst publishers. As you know, the whole Google News inclusion process, which was once a clear and straight forward process, is not automated and very unclear and completely not transparent.

This will only make things even more confusing for publishers.

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Meta ad revenue jumps 27% in Q1 2024

Meta’s ad revenue increased 27% in Q1 2024, a significant improvement over the 4% growth it saw in the same quarter a year ago. 

Advertising revenue was $35.6 billion in Q1 2024 compared to $28.1 billion in Q1 2023. This success helped drive total Meta revenue to grow 27% year-on-year from $28.6 billion in Q1 2023 to $46.4.1 billion in Q1 2024.

• “If you look at our two end-to-end AI-powered tools, Advantage+ Shopping and Advantage+ App Campaigns, revenue flowing through those has more than doubled since last year,” said Meta CEO Mark Zuckerberg.

By the numbers. Across Meta’s “family of apps” (Facebook, Instagram, Messenger, WhatsApp), year-over-year:

• The average price per ad increased 6%
• Ad impressions increased 20%.
• Daily active users increased 7% to 3.24 billion.

Meta search advertising. Could Meta AI bring in search advertising dollars at some point in the future? Zuckerberg was asked this question during the earnings call, given Meta AI assistant now includes search results from Google and Microsoft Bing:

• “We’re not working on search ads or anything like that. I think this will end up being a pretty different business.”
• “I do think that there will be an ability to have ads and paid content in Meta AI interactions over time as well as people being able to pay for, whether it’s bigger models or more compute or some of the premium features and things like that. But that’s all very early in fleshing out.”

AI investments. Meta is accelerating AI investments, with plans to spend between $35 million and $40 billion this year. Also:

• “Tens of millions of people” have tried the Meta AI assistant since being pushed into Facebook, Instagram, WhatsApp and Messenger apps last week.

Threads. With 150 million monthly active users, Threads now has more users than X. This is likely why Meta is reportedly looking to launch ads in Threads later this year.

Why we care. Meta had strong advertising growth, perhaps a good sign for the industry. We’ll know more as Google and Microsoft are set to report earnings today.

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Best of SearchBot: Create a recovery strategy for a site hit by a Google core update

Best of the SearchBot showcases Search Engine Land’s SearchBot’s responses to prompts submitted by readers. The language model is based on content from Search Engine Land layered on top of ChatGPT. The editors of Search Engine Land selected this response for its usefulness and have supplemented it with additional relevant content.

I am the first generative AI chatbot for search marketers. I am trained with Search Engine Land content.

Here’s something somebody asked me! After that, how you can improve prompts to get even better answers from me.

Prompt:

What suggestion do you give me if my website has been removed from google search after core update 2024 (March)?

Answer:

If your website has been removed from Google search after a core update, there are several steps you can take to improve your site’s visibility:

1. Assess the impact: Determine the extent of the decline in your website’s visibility and rankings. Identify the specific keywords and pages that have been affected.

2. Review Google’s guidelines: Familiarize yourself with Google’s Webmaster Guidelines to ensure your website meets their quality standards. Pay particular attention to the sections on content quality, user experience, and technical aspects.

3. Evaluate your content: Review your website’s content to ensure it provides original, valuable, and comprehensive information. Make sure it is well-written, free from factual errors, and offers insights beyond what is readily available elsewhere. Consider updating and enhancing your content to make it more valuable to users.

4. Improve user experience: Enhance the overall user experience of your website. Ensure it is mobile-friendly, loads quickly, and is easy to navigate. Optimize your website’s design, layout, and functionality to provide a seamless and engaging user experience.

5. Build high-quality backlinks: Focus on acquiring high-quality backlinks from authoritative and relevant websites. Implement a strategic link-building campaign that emphasizes quality over quantity. Seek opportunities for guest posting, influencer collaborations, and partnerships with reputable websites in your industry.

6. Monitor and analyze: Continuously monitor your website’s performance using analytics tools. Track changes in rankings, organic traffic, and user engagement metrics. Analyze the data to identify patterns and make data-driven optimizations to your SEO strategy.

7. Be patient and persistent: Recovering from a decline in rankings may take time. Stay committed to improving your website’s quality, relevance, and user experience. Continue to create valuable content, build high-quality backlinks, and adhere to best SEO practices.

Remember, core updates can impact websites differently, and there is no guaranteed fix. However, by following these suggestions and maintaining a strong focus on providing value to users, you can increase your chances of recovering and improving your website’s visibility in Google search.

How this prompt could be improved:

You are an experienced SEO consultant with a proven history of creating successful SEO strategies. You have helped many businesses boost their rankings within Google SERPs by following best practice guidelines and staying on top of the latest developments in Search.

Following Google’s March 2024 core update, one of the websites you oversee the SEO for has disappeared from Google SERPs. The client who owns the website has no understanding of what has happened. They want you to investigate why Google has penalized their website, what rules have changed, whether their website recover, and if so, how.

Create a plan to help your client’s website recover from the Google March 2024 core update. Explain what tools and resources you would use to investigate what has happened and what impact it has had on your client’s website performance. Explain to your client how much this could cost them in monetary value.

After you identify the cause of the problem, put together a strategy to help your client’s website start to recover from this update, stating how soon you should start work on the recovery and prioritize each task in a list. Detail what resources you will need, what tools may help, how much budget is necessary and what access to staff will be required. Set expectations by explaining how long it could take to recover from this core update.

Detail how you will monitor the website’s recovery progress, what metrics you will measure and what tools you will use to do this. Mention how many Google core updates are rolled out every year, when the next one is likely to happen and how you can avoid being penalized in the future.

Your client does not have a strong understanding of SEO, so explain the plan in an easy-to-follow format using headers and bullet points where necessary. Explain any terms they may not be familiar with. Provide recommendations to links and additional resources that may help them better understand why their site was affected so significantly by the core update.

(Context)

You are an experienced SEO consultant with a proven history of creating successful SEO strategies. You have helped many businesses boost their rankings within Google SERPs by following best practice guidelines and staying on top of the latest developments in Search.

Following Google’s March 2024 core update, one of the websites you oversee the SEO for has disappeared from Google SERPs. The client who owns the website has no understanding of what has happened. They want you to investigate why Google has penalized their website, what rules have changed, whether their website recover, and if so, how.

(Task)

Create a plan to help your client’s website recover from the Google March 2024 core update. Explain what tools and resources you would use to investigate what has happened and what impact it has had on your client’s website performance. Explain to your client how much this could cost them in monetary value.

After you identify the cause of the problem, put together a strategy to help your client’s website start to recover from this update, stating how soon you should start work on the recovery and prioritize each task in a list. Detail what resources you will need, what tools may help, how much budget is necessary and what access to staff will be required. Set expectations by explaining how long it could take to recover from this core update.

Detail how you will monitor the website’s recovery progress, what metrics you will measure and what tools you will use to do this. Mention how many Google core updates are rolled out every year, when the next one is likely to happen and how you can avoid being penalized in the future.

(Format)

Your client does not have a strong understanding of SEO, so explain the plan in an easy-to-follow format using headers and bullet points where necessary.

(Tone)

Explain any terms they may not be familiar with. Provide recommendations to links and additional resources that may help them better understand why their site was affected so significantly by the core update.

Answer:

Recovering from the Google March 2024 Core Update:

1. Investigating the Issue:

• Utilize Google Search Console: Analyze the website’s performance data, including impressions, clicks, and average position, to identify any significant drops or changes.
• Conduct a Technical SEO Audit: Assess the website’s technical aspects, such as site speed, mobile-friendliness, crawlability, and indexability, using tools like Screaming Frog and Google PageSpeed Insights.
• Review Content Quality: Evaluate the website’s content for relevance, uniqueness, and user engagement metrics. Tools like SEMrush and Ahrefs can provide insights into keyword rankings and content performance.

2. Identify the cause:

• Analyze Algorithm Updates: Research the specific changes made in the March 2024 Core Update to understand the factors that may have affected your website.
• Compare Competitors: Evaluate how your competitors’ websites have been impacted by the update to identify potential patterns or areas for improvement.

3. Developing a Recovery Strategy:

• Prioritize Technical SEO Fixes: Address any technical issues identified during the audit, such as improving site speed, fixing broken links, and optimizing meta tags.
• Enhance Content Quality: Update and optimize existing content to align with user intent and search intent. Consider adding fresh, high-quality content to target relevant keywords.
• Improve User Experience: Enhance website usability, navigation, and mobile responsiveness to provide a seamless experience for visitors.
• Build High-Quality Backlinks: Develop a link-building strategy to acquire authoritative and relevant backlinks from reputable websites in your industry.

4. Timeline and Resource Allocation:

• Start Recovery Work Immediately: Begin implementing the recovery strategy as soon as possible to minimize the impact on your website’s visibility.
• Resource Requirements: Allocate resources for technical fixes, content optimization, and link-building efforts. Consider involving web developers, content writers, and SEO specialists.
• Budget Considerations: The budget required will depend on the scale of the website and the extent of the required changes. It is recommended to discuss the budget with your SEO consultant or agency.

5. Recovery Timeframe:

• Recovery Duration: The time required to recover from a core update can vary significantly. It may take weeks or even months to regain lost rankings and organic traffic.
• Patience and Persistence: Emphasize to your client that SEO recovery is a gradual process, and consistent efforts are necessary to see improvements.

6. Monitoring Progress:

• Track Key Metrics: Monitor organic traffic, keyword rankings, and conversion rates to gauge the effectiveness of the recovery strategy.
• Utilize Google Analytics: Set up custom reports and dashboards to track the performance of specific landing pages and user engagement metrics.
• SEO Tools: Utilize tools like Google Search Console, SEMrush, and Moz to monitor keyword rankings, backlink profiles, and overall website health.

7. Future Prevention:

• Stay Informed: Keep up-to-date with industry news and Google’s official announcements to anticipate future algorithm updates.
• Follow Best Practices: Adhere to SEO best practices, including creating high-quality content, optimizing for user experience, and maintaining a strong backlink profile.
• Diversify Traffic Sources: Explore other marketing channels, such as social media, email marketing, and paid advertising, to reduce reliance on organic search traffic.

8. Additional Resources:

• Google Search Console Help Center: https://support.google.com/webmasters/answer/7451184
• Moz Beginner’s Guide to SEO: https://moz.com/beginners-guide-to-seo
• Search Engine Land: https://searchengineland.com/

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Google accused of anti-competitive tactics by Japanese regulator

Google allegedly prevented Yahoo Japan from accessing crucial technology required to generate targeted ad revenue from mobile searches from 2015 to 2022, according to Japan’s Fair Trade Commission (FTC).

Google only changed its behavior after the FTC flagged the issues. Google then committed to giving Yahoo Japan access to keyword-tied targeted advertising technology, Bloomberg reported.

Why we care. Any practices that would impact an advertiser’s choice or limit access to targeting technologies can lead to increased advertising costs.

Precedent. This is the FTC’s first-ever administrative action against Alphabet, albeit without imposing any penalty.

What next? The Japanese watchdog will closely monitor the situation and retains the right to reopen its investigation into Google. They are also investigating Alphabet’s potential influence on local smartphone makers to prioritize its search services on their devices, further intensifying scrutiny of the tech behemoth’s practices.

Similar accusations. Meanwhile, in the U.S., we’re still waiting to hear the verdict of the U.S. vs. Google antitrust trial. Part of the trial focused on whether Google used its search ad tools to put its competitors at an unfair advantage. 

Dig deeper in U.S. vs. Google antitrust trial: Everything you need to know.

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Meta AI adds Google Search results

Meta AI answers now may include Google Search results, making this the first AI assistant to include search results from both Google and Microsoft.

That said, I’ve yet to find a query that triggered Google Search results. Meta AI launched with Microsoft Bing integrated in September.

Why we care. Gartner predicted search traffic will fall due to the rise of AI chatbots, virtual agents and AI answer engines providing direct answers, as opposed to having to click on a website to find an answer. However, the models (like Meta’s Llama 3) don’t have access to real-time data – so it makes sense for Meta to incorporate information from search engines.

How Meta AI works. You can now enter searches in the search bar in the Facebook, Instagram, WhatsApp and Messenger apps. When Meta AI includes search results, those will appear as a tappable link beneath the answer, as Sources. Tapping on that link will bring you to the web, but keep you within the Meta app.

Meta AI will also appear in the main Facebook feed.

What it looks like. Here’s an image Meta shared of the search experience:

The deal. “There’s not a “ton of money” flowing either way, Zuckerberg told tech rag the Verge. He was also asked about Google outsourcing search to another AI assistant, despite having Gemini:

• “I guess I wouldn’t have been surprised if they didn’t want to do it. But it seems like they are building up a whole model around this, so it makes sense. It’s good for Google. It shows Google prominently and links to Google. They pay Apple a ton of money for distribution. They’re not paying us. So, I think it’s good for them on that.”

Meta.ai website. Meta also announced the launch of meta.ai, which makes Meta AI available on computers for the first time.

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Make 2024 the year you take home the highest honor in search

Winning an industry award can greatly impact how customers, clients, and colleagues regard your brand. Showcase your achievements and celebrate your professional excellence by entering The Search Engine Land Awards — the highest honor in search marketing!

For nearly 10 years, The Search Engine Land Awards have honored some of the best in the search industry — including leading in-house teams at Wiley Education Services, T-Mobile, Penn Foster, Sprint, and HomeToGo – and exceptional agencies representing Samsung, Lands’ End, Stanley Steemer, and beyond.

This year, it’s your turn. The 2024 entry period is now open!

Here’s what you need to know:

• The Search Engine Land Awards celebrate individuals, agencies, and internal teams within the search marketing community who have demonstrated excellence in executing organic and paid search marketing campaigns.
  
  
• This year’s program features 19 unique categories, from Best Use of AI Technology in Search Marketing to Agency of the Year… click here to explore them all.
  
  
• Applying is easier than ever – send us an executive summary that showcases, in 750 words or less, the award-worthy work you and your team performed this past year.
  
  
• Completing your application empowers you to reflect on an impressive year of work, featuring its successes and lessons learned – an invaluable exercise for you and your team.
  
  
• Winning a Search Engine Land Award is a unique, rewarding, and cost-effective way to put your organization a step ahead of its competitors, gain well-earned publicity, boost company morale, and more.
  
  
• Submit your application by May 24 to unlock Super Early Bird pricing – just $395 per entry ($300 off final rates!).

Don’t miss your opportunity to participate in the only awards program recognized by Search Engine Land, the industry publication of record. Begin your application today! 

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Dominate search results with your SEO dream team by Edna Chavira

Ever wondered how to structure an SEO team for unparalleled success? Join us on Tuesday, April 23rd for this webinar where our panel will guide you through the proven strategies to build a dynamic and scalable SEO program.

You’ll discover how a well-structured team can overcome and outperform unpredictable algorithm updates and dive into the art of determining the ideal SEO team structure (and where SEO should sit) that aligns with your business goals and ensures optimal collaboration between departments.

RSVP today for Beyond the Search Bar: Crafting an Impactful SEO Team Structure and Defining its Place in Your Organization and uncover the secrets to building your dream SEO team.

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After AAP's "Plan To Kill" Claim, Arvind Kejriwal's Court Plea For Insulin

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Meta could launch Threads ads this year

Advertisers might be able to purchase ads on Meta’s Threads platform as early as the second half of this year. That’s according to a Digiday (subscription required) report citing multiple sources.

Why we care: Brands and marketers will soon have another way to reach their target audiences. Although Threads isn’t at the level of Facebook or Instagram (2 billion monthly active users), Threads gained 50 million followers in its first 24 hours of launch last year and now has about 85 million monthly active users. 

Timing. Meta’s discussions have reportedly focused on the rollout timeline rather than specific logistics about how or where ads will be integrated.

• Beta testing for ad options is expected soon, though exact dates remain unknown, according to the report.

Where Threads Ads may appear. Threads ads will likely be integrated into Meta’s ad platform, Advantage+, alongside existing options for Facebook and Instagram.

• Initial ad formats are anticipated to include in-feed placements, with potential expansion to trends and topics sections.

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U.S. search ad revenues hit record $88.8 billion in 2023

Paid search advertising revenues reached a new high in 2023 – though annual growth continues to slow, according to a new report.

In total, search accounted for $88.8 billion of a record $225 billion in U.S. digital advertising revenues, according to the IAB Internet Advertising Revenue Report: Full Year 2023, conducted by PwC. That figure represents a $4.4 billion increase over 2022.

Why we care. Paid search becomes more expensive and challenging every year, with less transparency. But advertisers continue to embrace paid search for one simple reason: it drives results for brands and businesses.

Paid search is still king. Search continues to own the largest market share of advertising – 39.5%, but that is down from 40.2% in 2022, 41.4% in 2021 and 42.2% in 2020.

• But YoY growth for search advertising is slower than the digital industry as a whole and the majority of other ad formats, according to the report.

The report. You can read the report here (registration required).

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Google structured data carousels (beta) clarified for summary pages

Google has updated its structured data carousels (beta) help documentation to clarify where your markup should go within summary pages that link out to other detail pages. Google also added the feature availability of this new structured data carousels (beta).

The Google structured data carousels (beta) is several weeks old, it was introduced when Google began releasing DMA changes in the European Economic Area (EEA) countries.

Summary pages. Google said “the markup must be on the summary page, and you don’t need to add markup to the detail pages in order to be eligible for this feature.” Google added this new section:

Pick a single summary page that contains some information about every entity in the list. For example, a category page that lists the “Top hotels in Paris”, with links out to specific detail pages on your site for more information about each hotel. You can mix and match different types of entities (for example, hotels, restaurants), if needed for your scenario. For example, if you have a “Things to do in Switzerland” article that lists both local events and local businesses.

Add the required properties. Based on the format you’re using, learn where to insert structured data on the page.

Add the required properties to that summary page. You don’t need to add markup to the detail pages in order to be eligible for this beta feature. Based on the format you’re using, learn where to insert structured data on the page.

Google also clarified this summary page markup throughout the document.

Feature availability. Since this is available currently only within the European Economic Area (EEA) countries, Google clarified this within the document. Google wrote, “This feature is currently only available in European Economic Area (EEA) countries, on both desktop and mobile devices. It’s available for travel, local, and shopping queries. For shopping queries, it’s being tested first in Germany, France, Czechia, and the UK.”

Google also wrote, “This feature is in beta and you may see changes in requirements or guidelines, as we develop this feature. If your business is based in EEA, or serves users in EEA, and you would like to learn more and express interest in these new experiences, you can start by filling out the applicable form (for flights queries, use the interest form for flights queries).”

Why we care. If you are based in European regions, these are changes you should be aware of. You may want to implement these new beta carousel features, where appropriate and then submit the interest forms to Google to be opted into the program.

These carousels may lead to more clicks from Google Search to your site.

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Hyderabad Police Bust Online IPL Betting Racket, Recover Rs 40 Lakh

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Ads served on retailers’ websites ‘twice as likely’ to influence U.S. shoppers

Brands are almost twice as likely to influence U.S. shoppers by advertising on retailer websites as opposed to marketplaces, according to a new study.

Research into the digital advertising landscape conducted by software engineering and digital consultancy company Intellias found that:

• 25% of U.S shoppers are now influenced to buy products advertised to them on retailers’ websites, compared to 13% on marketplaces
• 54% of U.S. shoppers would be more likely to buy items advertised to them by a “trusted” retailer.
• 55% would be more likely to try new brands if they were recommended them by a retailer they regularly shop with.

Why we care. For brands, it’s valuable to consider these insights to make data-driven decisions about ad placement, ensuring optimal campaign performance and maximizing ROI.

Retailer website influence. The survey of more than 1,000 U.S. shoppers found that 25% are now influenced to purchase products advertised on retailers’ websites, with an additional 15% persuaded by ads on retailers’ apps. In comparison, only 13% are swayed by ads on third-party marketplaces, and 14% are influenced by branded ads on social media to make a purchase.

Opportunity. Intellias suggests this highlights the increasing opportunity for retailers to leverage ‘owned’ advertising experiences through their direct-to-consumer (DTC) channels. This approach can drive customer engagement and enhance return on ad spend (ROAS) for third-party brands and advertisers.

Predictions. As U.S. retailers focus on expanding their Retail Media Networks (RMNs) and offering omnichannel engagement opportunities, Insider Intelligence predicts that revenues from retail media will exceed TV advertising by 2028.

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What Intellias is saying. Alexander Goncharuk, Vice President of Global Retail at Intellias, said in a statement:

• “There’s no denying the sizable opportunity Retail Media Networks present in enhancing shopper engagement and enabling retailers to connect 3^rd party brands and advertisers with conversion-ready audiences.” 
• “This becomes even more effective when retailers connect data from across their digital and in-store channels and overlay this with loyalty program insights to offer hyper-segmentation.” 
• “By tapping these predisposed-to-purchase customers, retailers can deliver greater engagement and campaign performance that significantly increases return on ad spend (ROAS).”

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4 YouTube Shopping updates, including Collections and Affiliate Hub

YouTube introduced four new updates for shopping creators, aimed at enhancing conversions, providing inspiration, and offering more choices. These updates include:

• Shopping Collections.
• The Affiliate Hub.
• Enhanced tagging.
• Fourthwall.

Why we care. If you are a YouTube Shopping creator or a brand that sells products on the platform, these new capabilities and features could be worth reviewing and potentially implementing into your strategy to improve efficiency.

Shopping Collections. Creators participating in YouTube Shopping, including those who have connected their own stories or enrolled in the affiliate program, can now create “collections” to showcase their favorite products. Aditya Dhanrajani, director of product management, YouTube Shopping, said in a statement:

• “We hope Collections helps creators curate their own virtual store on YouTube so people can shop their favorite products and increase earnings.”

How it works. You can feature multiple products from your own line, other brands, or both. They will appear in your product list, store tab and video description – with YouTube promising more areas of discovery coming soon.

Getting started. Creators can currently make Collections using the Studio app on their phone, with desktop support coming soon. No shopping video is needed.

Affiliate Hub. YouTube is introducing Affiliate Hub in Studio for both mobile and desktop, aiming to inspire affiliate creators for their shopping content. This feature offers access to the latest list of Shopping partners, competitive commission rates, promo codes, and the ability to request samples from top brands. The platform aims to simplify the process for Shopping creators, helping them plan their next shoppable video more efficiently.

Tagging. Creators who have their own stores can now tag products and merch across their entire video library at once, based on products detected in links from their videos’ descriptions. YouTube aims to help creators save time by enabling them to efficiently tag and promote more of their own products. Additionally, this functionality can assist creators in earning more revenue from older content that continues to receive high traffic.

Fourthwall. YouTube is adding Fourthwall to its list of integrated platforms to make it easier for creators to create and manage their stories directly in YouTube Studio. When creating or linking your store, you can now choose between Fourthwall and other existing platforms like Spring, Spread Shop and Spotify.

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Deep dive. Watch YouTube’s announcement in full for more information.

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Google and world’s largest ad group announce landmark AI collaboration

The world’s biggest advertising group announced a major collaboration with Google that will see it utilize Gemini AI to help produce its ads, including:

• Ad narration.
• Voiceover script generation.
• Product image creation.

The landmark partnership with WPP means that Google’s robots could potentially end up creating ads for some of the biggest brands in the world, such as the Coca-Cola Company, L’Oréal and Nestlé.

Why we care. PPC experts have consistently emphasized the importance of leveraging AI to stay ahead in marketing. With the world’s biggest ad group actively incorporating Google’s Gemini into their strategy, it’s a pivotal moment and advertisers should pay attention as this integration holds the promise of transforming the industry landscape.

What is WPP? WPP is the parent company of renowned ad firms like Ogilvy, Wunderman Thompson, and VMLY&R. The UK-based ad company reported a global revenue of $18.9 billion in 2023, and employs approximately 114,000 members of staff worldwide, according to Statistica.

Why now? WPP is hoping the collaboration will “drive a step-change in marketing efficiency and effectiveness” by merging Google’s expertise in data analytics, generative AI (gen AI) technology, and cybersecurity with its marketing capabilities, global creative reach, and deep understanding of its clients’ brands.

How it will work. Google Cloud’s advanced gen AI tools will be integrated with WPP’s proprietary marketing and advertising data. This integration will enable WPP’s clients to create brand and product-specific content using gen AI. The merger is also set to provide WPP clients with deeper insights into their target audiences, accurately predict and explain content effectiveness, and optimize campaigns.

Details. The partnership with Google focuses on “four innovative use cases”:

• Enhanced creativity with WPP Open Creative Studio: Developing richer and dynamic user interfaces and gaining a deeper understanding of the brand enables the creation of more creative and on-brand content.
• Smarter content optimisation: To enhance the system’s predictive capabilities for marketing content success, even before campaign activation.
• AI narration: The narration system utilizes Gemini 1.5 Pro to produce customizable video narration scripts. These scripts are then sent to London startup Eleven Labs to generate the voice for narrating videos.
• Hyper-realistic product representation: This system uses Gemini 1.5 Pro and Universal Scene Description 3D file formats to create detailed 3D product images aligned with a brand’s style guidelines

What WPP is saying. Stephan Pretorius, Chief Technology Officer at WPP, said:

• “This collaboration marks a pivotal moment in marketing innovation. Our integration of Gemini 1.5 Pro into WPP Open has significantly accelerated our gen AI innovation and enables us to do things we could only dream of a few months ago.”
• “With Gemini models, we’re not only able to enhance traditional marketing tasks but also to integrate the end-to-end marketing process for continuous, adaptive optimisation. I believe this will be a game-changer for our clients and the marketing industry at large.”

What Google is saying. Thomas Kurian, CEO of Google Cloud, said:

• “AI has the potential to unlock new levels of effectiveness for marketers, whether it is optimising campaigns, automating repetitive tasks like brand descriptions, or sparking entirely new ideas.”
• “This partnership brings the power of Google Cloud’s gen AI capabilities together with WPP’s deep marketing domain expertise to help our mutual customers create better campaigns that resonate with consumers in a deeper way.”

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

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Best of SearchBot: Create a strategy to build high-quality backlinks

Best of the SearchBot showcases Search Engine Land’s SearchBot’s responses to prompts submitted by readers. The language model is based on content from Search Engine Land layered on top of ChatGPT. The editors of Search Engine Land selected this response for its usefulness and have supplemented it with additional relevant content.

I am the first generative AI chatbot for search marketers. I am trained with Search Engine Land content.

Here’s something somebody asked me! After that, how you can improve prompts to get even better answers from me.

Prompt:

What strategies for building high-quality backlinks to improve SEO for www.polestarcf.com would you recommend?

Answer:

To build high-quality backlinks and improve SEO for www.polestarcf.com, I would recommend the following strategies:

1. Guest Posting: Identify authoritative websites in your industry and offer to write guest posts for them. Include relevant links back to your website within the content.

2. Resource Page Link Building: Look for resource pages or link roundups in your niche that list websites, articles, or tools. Reach out to the website owners and request to be included in their resource list.

3. Broken Link Building: Find broken links on relevant websites and offer your own content as a replacement. This strategy involves reaching out to website owners and suggesting that they replace the broken link with a link to your content.

4. Influencer Outreach: Identify influencers or industry experts in your niche and reach out to them. Offer to collaborate on content or ask for their opinion on a topic related to your website. If they find value in your content, they may link to it or share it with their audience.

5. Content Promotion: Create high-quality, informative, and shareable content on your website. Promote this content through social media, email outreach, and other marketing channels to attract natural backlinks.

6. Local SEO: If your business has a physical location, focus on local SEO strategies. This includes getting listed on local directories, optimizing your Google My Business profile, and obtaining backlinks from local websites or organizations.

7. Social Media Engagement: Actively engage with your target audience on social media platforms. Share your content, participate in relevant discussions, and build relationships with influencers and industry leaders. This can lead to natural backlinks and increased visibility.

8. HARO (Help a Reporter Out): Sign up for HARO and respond to relevant queries from journalists and reporters. If your expertise aligns with their needs, they may include your insights or quotes in their articles, providing valuable backlinks. Remember, when building backlinks, focus on quality over quantity. Seek out authoritative websites with relevant content and ensure that the backlinks are natural and relevant to your website. Regularly monitor your backlink profile and disavow any low-quality or spammy links that may harm your SEO efforts.

How this prompt could be improved:

You are a mid-market corporate finance boutique providing advisory services to businesses across our five key sectors: Sustainability; Software, Media & Technology; Business Services; Manufacturing & Distribution; and Health & Education. Your website is: https://polestarcf.com/.

You want to increase your website’s visibility in Google’s SERPs and make your website easier to find by increasing the number of backlinks to your site. You want to focus on high-quality backlinks from trusted relevant websites to increase referral traffic and brand awareness. You also want to ensure that the links are added over keyword anchor text.

Create a strategy to build the most high-quality backlinks possible. Explain in detail what relevant websites you would target, how you would go about creating a marketing campaign that would be of interest to those publications, how you would construct an engaging outreach email likely to get a response – including a template example, how you would follow up these emails, how you would ensure these websites add links over relevant keyword anchor text, and how you would monitor progress.

Breakdown each step using headers and bullet points so it is easy to understand and follow. Detail how long you would expect this campaign to take, what resources you would need, how many members of staff should ideally be allocated to this project and how much budget.

(Task)

Create a strategy to build the most high-quality backlinks possible. Explain in detail what relevant websites you would target, how you would go about creating a marketing campaign that would be of interest to those publications, how you would construct an engaging outreach email likely to get a response – including a template example, how you would follow up these emails, how you would ensure these websites add links over relevant keyword anchor text, and how you would monitor progress.

(Context)

You are a mid-market corporate finance boutique providing advisory services to businesses across our five key sectors: Sustainability; Software, Media & Technology; Business Services; Manufacturing & Distribution; and Health & Education. Your website is: https://polestarcf.com/.

(Aim)

You want to increase your website’s visibility in Google’s SERPs and make your website easier to find by increasing the number of backlinks to your site. You want to focus on high-quality backlinks from trusted relevant websites to increase referral traffic and brand awareness. You also want to ensure that the links are added over keyword anchor text.

(Format)

Breakdown each step using headers and bullet points so it is easy to understand and follow. Detail how long you would expect this campaign to take, what resources you would need, how many members of staff should ideally be allocated to this project and how much budget.

Answer:

Building high-quality backlinks for your corporate finance boutique website requires a strategic approach. Here’s a step-by-step breakdown of the process:

1. Identify Relevant Websites

• Target websites that are authoritative and relevant to the finance industry, such as financial news publications, industry blogs, business directories, and industry-specific forums.
• Look for websites that cover topics related to your key sectors: Sustainability, Software, Media & Technology, Business Services, Manufacturing & Distribution, and Health & Education.

2. Create a Marketing Campaign:

• Develop a content marketing campaign that provides valuable insights, industry trends, or thought leadership articles.
• Craft engaging and informative content such as whitepapers, case studies, expert interviews, or data-driven reports.
• Ensure the content is tailored to resonate with the target publications’ audience and addresses their pain points or interests.

3. Outreach email:

• Personalize your outreach emails to each target website, addressing the recipient by name and demonstrating your knowledge of their publication.
• Start with a compelling subject line that grabs attention.
• Introduce yourself and your company briefly.
• Explain why your content would be valuable to their readership.
• Offer to provide additional information or answer any questions they may have.
• Request the opportunity to contribute a guest post or be featured in their publication.
• End the email with a polite call-to-action, such as asking for their feedback or suggesting a specific next step

4. Email template:

Example Outreach Email Template:

Subject: Collaboration Opportunity: Valuable Insights for Your Finance Publication

Dear [Recipient’s Name],

I hope this email finds you well. My name is [Your Name], and I am a representative of [Your Company], a mid-market corporate finance boutique specializing in advisory services across various sectors, including Sustainability, Software, Media & Technology, Business Services, Manufacturing & Distribution, and Health & Education.

I have been an avid reader of [Publication Name] for quite some time and have always appreciated the valuable insights and industry expertise shared by your team. I wanted to reach out to explore a potential collaboration opportunity that could benefit both our organizations and your readership.

We have recently developed a series of in-depth articles and resources that delve into the intricacies of corporate finance, mergers and acquisitions, investment strategies, and industry trends. These resources provide actionable advice and valuable insights for businesses operating in our key sectors.

I believe that our content would be a great fit for your publication, as it aligns with your audience’s interests and provides them with practical knowledge to make informed financial decisions. I would be thrilled to contribute a guest post or provide exclusive content for your readers.

If you are interested in exploring this collaboration further, I would be more than happy to provide additional information or answer any questions you may have. Please let me know your thoughts, and I look forward to the possibility of working together.

Thank you for your time and consideration.

Best regards,
[Your Name]
[Your Position]
[Your Company]
[Your Website]

5. Follow-up:

• Give the recipient a reasonable amount of time to respond before sending a follow-up email.
• Send a polite follow-up email to remind them of your initial outreach and reiterate the value your content can provide.
• Be persistent but not pushy, and always maintain a professional tone.

6. Anchor text optimization:

• When reaching out to publications, suggest specific anchor text that includes relevant keywords related to your services or target audience.
• Explain the benefits of using keyword-rich anchor text for both their readers and search engine optimization.

7. Monitor progress:

• Track the responses and engagement from your outreach campaign.
• Monitor the websites that have agreed to publish your content and ensure they include the desired backlinks.
• Use tools like Ahrefs, Moz, or SEMrush to monitor the growth of your backlink profile and track the impact on your website’s visibility in search engine results.

8. Timeline, resources and budget:

• The duration of the campaign will depend on various factors, including the number of target websites, the responsiveness of recipients, and the complexity of content creation.
• Allocate at least 3-6 months for the campaign to allow sufficient time for outreach, content creation, and link acquisition.
• Ideally, allocate a dedicated team member or a small team to handle the outreach and content creation process.
• The budget required will depend on the scale of the campaign, including content creation costs, potential advertising or sponsorship fees, and any tools or software needed for outreach and monitoring. It is recommended to allocate a budget for content creation, outreach tools, and potential advertising or sponsorship opportunities.

Remember, building high-quality backlinks is a long-term process that requires consistent effort and ongoing monitoring. Patience and persistence are key to achieving success in improving your website’s visibility and referral traffic.

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