The search engine marketing community has been abuzz over the last week analyzing signs that a potentially game-changing update to Google’s algorithm is about to take place. No one knows exactly when the new version of Penguin will be implemented, or how it will affect SEM efforts, but Google has made it clear that this isn’t just another minor change – it’s the next step for Google in search engine marketing.
Consistent with everything online, SEO tactics and best practices are evolving quicker than Taylor Swift is moving on to her next boyfriend. SEO trends are similar to fashion; a popular, widely used tactic could lead to first page positioning one year, and be considered spammy the next, just as the craze of Crocs fizzled out faster than it arrived.
With the ever-transforming world of SEO, there’s one thing that every website owner should live by: if you’re developing content simply to have more pages on your site, you’re already behind the times. To kickoff the new year in style, make this must-do SEO resolution to yourself: remember that while content is key, newsworthy, sharable content is a must.
Without a doubt 2012 was a big year for digital marketing. There were several new advances to search alone, including the ability to get facts quicker with Google’s Knowledge Graph and the implementation of Google’s “Search Plus Your World,” which brought social into search results. Bing kept up by adding a social sidebar and their Snapshot feature, similar to the Knowledge Graph. The introduction of high-impact algorithms with cute animal names are also on a mission to improve the quality of Google’s search results.
While these items have had a significant impact on the evolution of search, one of the biggest changes to search in 2012 was the increased focus on local search. Local search will be a huge focus for every digital marketer in 2013. In order to get a head start on local search this year, here are some key things you need to know.
For those who manage PPC campaigns on a daily basis, one of the biggest frustrations is a campaign that is underspending. Recognizing this pain point, Google AdWords debuted a new “Shared Budgets” function on Sept. 17th allowing marketers to group campaigns together under a shared daily budget. This automates adjustments across campaigns, meaning marketers don’t have to constantly monitor and change individual campaign budgets on their own. Best of all, Shared Budgets ensures that underperforming campaigns’ unspent money is automatically allocated toward campaigns that are seeing success – thereby maximizing ROI.