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On Friday, I will moderate our next Live with Search Engine Land[1] discussion on brand vs. performance marketing during COVID-19. We’ll discuss whether marketers should be focusing on top-of-funnel awareness campaigns and less on the bottom-of-the-funnel during this tumultuous period. With reduced budgets and pressure to justify spend and hit sales targets, marketers often default to “more measurable,” performance-based campaigns. Brand campaigns are seen as softer, longer term and less measurable than bottom-of-the-funnel tactics. The panel will...

The ability to work from home is helping businesses stay in operation as the world continues to find ways to overcome COVID-19. For some businesses, this is a mixed blessing as their now decentralized staff has to make sense of data that may not be as reliable due to the unexpected shift in work environments. “One thing we’ve noticed a lot in B2B, almost more than B2C, is analytics data being terrible right now, because all of...

Google reigns over organic search, we knew that. According to Merkle, in Q3 2019, Google produced 92% of total U.S. organic search visits (95% on mobile). With a dominant presence, it comes as no surprise that Google continues to move the needle in SEO. The search titan is driving innovation, and they aren’t slowing down any time soon – BERT[1], anyone? This SEO trend is one of many trends you’ll uncover in MarTech Today’s Enterprise SEO Tools for Content Marketing,...

About The Author Blessing Krofegha is a Software Engineer Based in Lagos Nigeria, with a burning desire to contribute to making the web awesome for all, by writing and building … More about Blessing …[1] Light mode is a convention in most web and mobile apps. However, in modern development, we have seen how dark mode, which displays light text and interface elements on a dark background, is quickly becoming a user preference. In this article, we’ll learn...

I have run into an interesting robots.txt situation several times over the years that can be tricky for site owners to figure out. After surfacing the problem, and discussing how to tackle the issue with clients, I find many people aren’t even aware it can happen at all. And since it involves a site’s robots.txt file, it can potentially have a big impact SEO-wise. I’m referring to robots.txt files being handled by subdomain and protocol. In other...

Google My Business (GMB) is a core focus for local SEOs. It has also become the central locus of communication[1] between businesses and consumers about store hours, closures, services and other information during the COVID-19 outbreak. Shifting engagement on GMB. Click and call data show that consumer engagement with GMB has changed significantly during the crisis, as people have shifted their buying behavior online and, although it varies considerably by category[2], away from physical business locations. As one...

The roughly 30 million small businesses (SMBs) in the U.S. employ nearly 48% of all workers, according to the U.S. Small Business Administration. The bulk of SMBs are very small and highly vulnerable to failure in the wake of COVID-19 lockdowns. According to a Brookings analysis[1], 48 million jobs are at risk from small businesses collapsing. Another analysis[2] asserts that as many as one-third of all SMBs in the U.S. are at “risk of closure” over the...

Google has updated many of the reports within Google Search Console to “cover a smaller number of pages, in order to provide better performance in Search Console,” Google wrote[1]. The reports impacted include AMP, Mobile Usability, Speed, all rich result reports. What changed? Google said that in order to provide a quicker and more responsive Google Search Console experience, some of the reports are now reporting on a smaller number of pages. Specifically, Google is looking at...

Mordy Oberstein, chief marketing officer at RankRanger[1], sat down to chat about a fun topic – Google algorithm updates. We also chatted a bit about featured snippets, but keep in mind, this video was recorded last December and featured snippets change fast. Mordy explained how he feels that your content and website have to be very aligned to a specific topic or entity. Once you start mixing up your content with multiple entities, it can confuse Google and...

30-second summary: Every successful content campaign understands its audience and knows their pulse. How do you know whether your content campaign is worthy of being viral? Fractl’s first in-depth study into viral emotions found that the most common emotions invoked when consuming viral content were amusement, interest, and surprise. Domenica D’Ottavio shares the key ingredients of successful content campaigns with some interesting examples. Successful content begins with understanding your audience. What does your audience like? What do they avoid? What do...

[embedded content] Watch the full session.Creating brand content during a global pandemic is not on anyone’s résumé list of experiences. Brands now have to rethink their customers’ priorities to determine what’s worth communicating, while balancing marketing goals with customer empathy. This conundrum has businesses playing themselves, generating nearly identical messaging across site banners and emails. The content din makes it more difficult for audiences to discern one brand from the next. Despite these new challenges, there is guidance for...

30-second summary: YouTube’s popularity has made it the second most popular search engine after Google. For marketers trying to market their products and services to new audiences, YouTube needs to become a priority. Venngage’s Ronita Mohan outlines everything you need to know about YouTube product marketing in the ultimate guide below. From deciding your target audience and goals to creating great, targeted content, YouTube SEO, metrics to analyze and more material that will add value to your video marketing efforts. YouTube...

Although life hasn’t returned to normal yet, the web design and marketing space doesn’t seem to have been too badly disrupted — at least not with all the new research and surveys floating around. And thank goodness for that. If we can maintain some semblance of normalcy, I think we’ll all get through this crisis in good shape. In today’s roundup of the latest research for web designers, we’re going to look at a variety of topics,...

About The Author Front-end developer based in Lagos, Nigeria. He enjoys converting designs into code and building things for the web. More about Timi …[1] Developers often worry about the SEO of their SPAs (Single Page Applications) and how well they would do on Google searches (blogs, portfolio websites, product websites, and so on). Sometimes, they also worry about how complex building a server-side rendered application might be. In this tutorial, we’re going to learn how to create...

Things happen. People react accordingly. That’s why brands must be ready to quickly shift their marketing tactics. Snow in the forecast? A hardware store should move snow shovels front and forward.  Home team in the championship game? An apparel company should be ready for a huge run on team gear. But rarely, if ever, has consumer behavior been altered as quickly and dramatically, on a global scale, as during the coronavirus pandemic of 2020.  Predictable consumer behavior and...

When you’re a freelancer and you start to work directly with your clients, there’s something crucial you need to know. Your design is not the one and only, most important aspect of the transaction. While presenting your client with an amazing design is the final goal, there are a lot of other things at stake that could make or break your business deal. There are 7 things that could potentially ruin any partnership with a client, and they have...

Every week users submit a lot of interesting stuff on our sister site Webdesigner News, highlighting great content from around the web that can be of interest to web designers.  The best way to keep track of all the great stories and news being posted is simply to check out the Webdesigner News[1] site, however, in case you missed some here’s a quick and useful compilation of the most popular designer news that we curated from the past...

“Everybody was a little bit turned off by the idea of doing it,” Michelle Morgan, director of client services at Clix Marketing, said of one client’s initial reaction to expanding their top-of-funnel marketing efforts during our PPC for B2B session of Live with Search Engine Land[1]. “But, talk about ‘turning on a dime,’ now we are doing all of those strategies that we proposed to do earlier this year because we are shifting away from that bottom-of-funnel,...

30-second summary: ClickZ and SEW hosted a virtual briefing, The Impact of COVID-19 on the Automotive Industry & Marketing with Trevor Hettesheimer, Manager, KPI’s, Analytics, Search & Planning at Volvo. There has been a sharp drop in automotive sales compared to the 2020 forecast in January, which predicted 16.8 million in total sales and 13.4 million in retail sales. As a result of nationwide shutdowns combined with an oil price war, automotive industry sales were down 41% in March...

30-second summary: Back in November 2019, Instagram removed “Likes” in order to improve engagement, boost mental health, and user participation. As influencer marketing by its nature was very reliant on the likes count, it is still proving to be one of the best ways for marketing in the COVID-19 situation. So how have Instagram influencers managed to measure performance? Founder of Spark Eighteen Lifestyle Pvt. Ltd shares some observations and insights with examples. Likes have been an important part of influencers’...

[embedded content] What’s the first rule of SEO? Write good content. But, with the world grappling with a pandemic, how should you adjust? Our next Live with Search Engine Land discussion focuses on content marketing. The discussion, led by Search Engine Land’s George Nguyen, dives into what brands should be communicating, ways to stand out with your content while respecting the current situation, how engagement is changing and whether sticking to the traditional KPIs or identifying new success...

Cloistered consumers emerging from their homes over the next couple of months are likely to find a retail landscape forever changed, with fewer department stores[1] and more e-commerce. Roughly 90% of consumers have changed their shopping behavior[2] since COVID-19 kicked-in and the shift to e-commerce[3] is widely expected to outlast the immediate crisis. Amazon will likely become even more powerful[4] than it is today, although not without increased antitrust scrutiny[5]. By contrast, many smaller online merchants have...

About The Author Bobby is a software developer at Flourish and a fan of data-driven storytelling. He loves no-code tools that help people tap into the web’s creative potential. … More about Bobby …[1][2] Whatever stage you’re at in your career, coding collaboratively is one of the best uses of your time. With remote working on the rise, there’s never been a better time to practice pair programming and embrace Agile development. Taking your first steps in programming is...

Google’s new free version of Google Shopping[1] is now rolling out. A Google spokesperson has confirmed with Search Engine Land that this has begun to roll out. This does not mean it is fully rolled out and all U.S. searchers will see it immediately, but by early next week, all U.S. searchers should see it. What it looks like. Some of you may see it now, where the lower half of the Google Shopping results are free....

What’s the first rule of SEO? Write good content. But, with the world grappling with a pandemic, how should you adjust? Our next Live with Search Engine Land discussion will focus on content marketing. The discussion, led by Search Engine Land’s George Nguyen, will dive into what brands should be communicating, ways to stand out with your content while respecting the current situation, how engagement is changing and whether sticking to the traditional KPIs or identifying new...