Alphabet Inc., Google’s parent company, reported record-breaking advertising revenue of $65.52 billion in the fourth quarter of 2023, year on year.

A 12.7% gain in search revenue was accompanied by a strong increase in revenue for YouTube ads by 15.5%.

Google’s advertising network was slightly down 2.1%, however, this was an improvement on the 2.6% loss reported in the third quarter of 2023.

• “We ended 2023 with very strong fourth quarter financial results, with Q4 consolidated revenues of $86 billion, up 13% year over year. We remain committed to our work to durably re-engineer our cost base as we invest to support our growth opportunities,” said Alphabet President and Chief Investment Officer, CFO, Ruth Porat.

Google’s ad revenue increased by $6.48 billion from the previous year, while YouTube ad revenue was $9.2 billion, up from $8 billion in 2022.

Alphabet had its best-ever sales in the fourth quarter, reaching $86.3 billion. This not only beat the previous record of $76.7 billion but also exceeded what analysts had predicted at $85.3 billion. The company’s ad revenue is now growing strongly again, showing that digital advertising is bouncing back after a rocky start in 2023.

Why we care. The record-breaking results suggest that brands are allocating more budget to Google, reaffirming its status as a favored ad platform. The rising popularity implies potential increases in advertising costs on Google and heightened competition in auctions, potentially affecting the reach and effectiveness of your campaigns.

What Google is saying. Sundar Pichai, CEO, said in a statement:

• “We are pleased with the ongoing strength in Search and the growing contribution from YouTube and Cloud. Each of these is already benefiting from our AI investments and innovation. As we enter the Gemini era, the best is yet to come.”

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Earnings report. You can read Alphabet’s full fourth quarter 2023 results report for more information.

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Google Analytics 4 introduced new instant support features to assist users in navigating the platform more effectively.

Additionally, a set of new GA4 video tutorials was launched on YouTube, offering detailed guidance on extracting more meaningful insights from your website’s data.

The additional support and guidance for navigating GA4 will prove particularly valuable for those still grappling with the platform, especially after the forced migration from Universal Analytics last summer.

New features. You can access the new support tools in GA4 by locating the grey question mark icon in the top-right corner. Clicking on this icon will reveal a drop-down menu containing four new features:

• Learn about this page: This guide explains how to use the features on your current Google Analytics page in detail.
• Start tour: You can start a guided tour, if available, to learn step-by-step procedures related to the current page.
• Get more help: For more help, you can explore the Google Analytics Help Center or participate in the Google Analytics Help Community.
• Send feedback: You can now share your feedback with the Google Analytics team when you encounter an issue.

Below is a preview of the new support offering on GA4:

YouTube tutorials. In addition to GA4’s new help features, Google released a series of new video tutorials on YouTube to provide users with practical guidance on using GA4 more effectively. The covered modules in the series include:

• How to find where your users are coming from in Acquisition Reports.
• How to discover different ways in which users are interacting with your site or app using Engagement Reports.
• Measuring ecommerce performance using monetization reports.
• Idenitfying unexpected trends using Google Analytics reports.
• Reports and UI.

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

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In this webinar, set aside the complexities of SEO and link building as experts reveal the secrets that catapulted Page One Power into a $10 million SEO business. This session is not just for SEO specialists but anyone seeking to unlock the secrets to substantial business growth in the dynamic SEO space.

Key takeaways:

• Transform your SEO strategies by embracing foundational business principles that can turn your agency into a $10 million powerhouse.
• Master the art of delegation, strategic positioning and team building.
• Gain valuable insights from the speakers’ experiences, including the lessons learned, challenges faced, and triumphs celebrated during their 14-year tenure in the ever-evolving SEO industry.

Learn more by registering and attending“Secrets of a 10 Million Dollar SEO Success Story,” presented by Page One Power.

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Click here to view more Search Engine Land webinars.

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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:

Create the structure for a monthly newsletter to our clients. https://herdl.com/ The newsletter aims to: 1. update clients with latest industry-related news/trends (sharing links to reliable sources) 2. Do a soft sell promo on our services by educating them on benefits (web, SEO, PPC, Content) with a CTA to either a service page or related blog posts 3. relevant company updates when necessary

Answer:

Subject: [Company Name]

Monthly Newsletter – Stay Informed and Maximize Your Online Success!

Introduction: Dear [Client’s Name], Welcome to the [Company Name] Monthly Newsletter!

We are excited to bring you the latest industry news, valuable insights, and updates to help you stay ahead in the digital landscape. In this edition, we have curated a collection of informative articles, expert tips, and exciting company updates. Let’s dive in!

1. Industry News and Trends: Stay up-to-date with the latest happenings in the digital world. We have handpicked the most relevant and reliable sources to provide you with valuable insights and trends shaping the industry. Here are some highlights:

• [News Article 1]: [Brief description and link]
• [News Article 2]: [Brief description and link]
• [News Article 3]: [Brief description and link]

2. Service Spotlight: Unlocking Your Online Potential: At [Company Name], we are committed to helping you achieve online success. In this section, we will focus on the benefits of our core services and how they can empower your business. This month, we shine the spotlight on:

• Web Design: Discover how a well-designed website can enhance user experience, improve conversions, and boost your online presence. [CTA: Learn More]
• SEO: Learn how our SEO strategies can increase your website’s visibility, drive organic traffic, and improve search engine rankings. [CTA: Explore SEO Services]
• PPC: Explore the power of pay-per-click advertising and how it can generate targeted leads, increase brand exposure, and maximize your ROI. [CTA: Find Out More]
• Content Marketing: Uncover the importance of compelling content and how it can engage your audience, build brand authority, and drive conversions. [CTA: Read More]

3. Company Updates: We believe in keeping you informed about our latest achievements, developments, and exciting news. Here are some noteworthy updates from [Company Name]:

• [Update 1]: [Brief description]
• [Update 2]: [Brief description]
• [Update 3]: [Brief description]

Conclusion: Thank you for being a valued client of [Company Name]. We hope you found this newsletter informative and engaging. Stay tuned for our next edition, where we will continue to provide you with valuable insights and updates to help you succeed online. If you have any questions, feedback, or would like to discuss your specific needs, please do not hesitate to reach out to our dedicated team. We are here to support you every step of the way.

Wishing you continued success!

Best regards,

[Your Name]

[Your Title]

[Company Name]

[Contact Information]

How this prompt could be improved:

You are an award-winning marketing agency called Herdl (website: https://herdl.com/). You offer multi-award-winning web design, illustration and animation services. Additionally, you offer web hosting and email marketing services. You are also a Google certified SEO and PPC agency.

Your previous clients include the NHS, McDonald’s and the Royal Mail. You have offices in London, Leicester, and Nottingham. You sell bespoke SEO, PPC and marketing packages. The benefits to businesses that invest in these packages include improving trust in their brand, ensuring their messaging reaches more high-value consumers, increasing visibility on Google, and increasing brand awareness.

Your tone is friendly, engaging, professional and persuasive. You want more people to call you to inquire about your services. You want to appeal to decision-makers of companies that have the budget and are likely to invest in marketing, PPC or SEO. Your job is to convince them why they should choose to hire Herdl.

Create a template for a monthly newsletter for existing and potentially new clients. The purpose is to make them aware of our success stories and persuade them to invest more in our services. Format the newsletter with easy-to-read headings that make the newsletter easy to navigate. The newsletter should:

1. Update clients with the latest industry-related news/trends (sharing links to reliable sources) and explain how we are responding to these patterns.
2. Promote our web, SEO, PPC and content services by referring to our success stories and educating clients on the benefits of using our company. Include a CTA to either a service page or related blog posts.
3. Inform clients of relevant company updates to demonstrate why we are a trustworthy company that achieves results.
4. Include a CTA so that clients can easily call our office.

The newsletter should end on a warm note by expressing sincere gratitude to our clients for being a part of our journey as we continue to expand and evolve.

Please suggest any tips we should be aware of to maximize potential leads from this newsletter.

The key elements and enhancements to this prompt are as follows:

(Task)

Create a template for a monthly newsletter for existing and potentially new clients. The purpose is to make them aware of our success stories and persuade them to invest more in our services. Format the newsletter with easy-to-read headings that make the newsletter easy to navigate. The newsletter should:

1. Update clients with the latest industry-related news/trends (sharing links to reliable sources) and explain how we are responding to these patterns.
2. Promote our web, SEO, PPC and content services by referring to our success stories and educating clients on the benefits of using our company. Include a CTA to either a service page or related blog posts.
3. Inform clients of relevant company updates to demonstrate why we are a trustworthy company that achieves results.
4. Include a CTA so that clients can easily call our office.

The newsletter should end on a warm note by expressing sincere gratitude to our clients for being a part of our journey as we continue to expand and evolve.

(Context)

You are an award-winning marketing agency called Herdl (website: https://herdl.com/). You offer multi-award-winning web design, illustration and animation services. Additionally, you offer web hosting and email marketing services. You are also a Google certified SEO and PPC agency.

Your previous clients include the NHS, McDonald’s and the Royal Mail. You have offices in London, Leicester, and Nottingham. You sell bespoke SEO, PPC and marketing packages. The benefits to businesses that invest in these packages include improving trust in their brand, ensuring their messaging reaches more high-value consumers, increasing visibility on Google, and increasing brand awareness

(Tone)

Your tone is friendly, engaging, professional and persuasive. You want more people to call you to inquire about your services.

(Example) 

You want to appeal to decision-makers of companies that have the budget and are likely to invest in marketing, PPC or SEO. Your job is to convince them why they should choose to hire Herdl.

New Searchbot answer:

Subject: Your Monthly Marketing Update from Herdl: Industry Trends, Success Stories, and More!

Dear [Client’s Name],

We hope this email finds you well and that your business is thriving. As your trusted marketing partner, we at Herdl are excited to bring you the latest industry news, share our success stories, and provide valuable insights to help you make informed decisions for your marketing strategy.

Industry Trends and Our Response:

Stay ahead of the competition by keeping up with the ever-evolving digital landscape. Here are the latest industry trends and how we are responding to them:

1. [Industry Trend 1]: [Briefly explain the trend and its impact] – [Link to reliable source for more information]
– At Herdl, we have been closely monitoring this trend and have developed strategies to help our clients leverage its potential. To learn more about how we can help you navigate this trend, visit our [relevant service page/blog post].

2. [Industry Trend 2]: [Briefly explain the trend and its impact] – [Link to reliable source for more information]
– Our team of experts has been proactively adapting our approach to ensure our clients stay ahead of the curve. Discover how our [relevant service] can help you capitalize on this trend by visiting our [service page/blog post].

Promoting Our Services and Success Stories:

At Herdl, we take pride in delivering exceptional results for our clients. Here are some recent success stories that showcase the benefits of partnering with us:

1. [Client Success Story 1]: [Briefly describe the client’s challenge and how we helped them overcome it]
– Read the full success story on our blog: [Link to blog post]
– If you’re facing a similar challenge, our [relevant service] can help you achieve similar results. Learn more on our [service page/blog post].

2. [Client Success Story 2]: [Briefly describe the client’s challenge and how we helped them overcome it]
– Read the full success story on our blog: [Link to blog post]
– Discover how our [relevant service] can drive similar success for your business by visiting our [service page/blog post].

Company Updates and Trustworthiness:

We believe in transparency and want to keep you informed about our company’s progress. Here are some exciting updates:

1. New Office Location: We are thrilled to announce the opening of our new office in [Location]. This expansion allows us to better serve our clients and provide even more personalized support.

2. Team Growth: We have recently welcomed new talented professionals to our team, further enhancing our capabilities and expertise.

3. Client Testimonials: We are grateful for the trust you have placed in us, and we would like to share some kind words from our satisfied clients. Visit our [Testimonials page] to see what they have to say about working with Herdl.

Easy Access to Our Team:

We understand the importance of seamless communication. If you have any questions, need assistance, or would like to discuss your marketing strategy further, please don’t hesitate to reach out to our team. You can easily contact us by calling [Phone Number] or visiting our website’s [Contact page].

Gratitude and Appreciation:

Before we conclude, we want to express our sincere gratitude for being a part of our journey. Your trust and support have been instrumental in our growth and success. We look forward to continuing to expand and evolve together.

Thank you for choosing Herdl as your marketing partner. We are committed to delivering exceptional results and helping your business thrive.

Warm regards,

[Your Name]
[Your Position]
Herdl – Multi-Award-Winning Marketing Agency
Website: [Your Website URL]
Phone: [Your Phone Number]

Tips to Maximize Potential Leads:

1. Personalize the newsletter: Address each client by name to create a sense of connection and make them feel valued.

2. Use compelling subject lines: Grab attention with subject lines that highlight the value they will gain from reading the newsletter.

3. Keep it concise: Use clear headings and bullet points to make the newsletter easy to scan and navigate. Provide a brief overview and encourage readers to click through for more details.

4. Include strong CTAs: Use persuasive calls-to-action that direct clients to relevant service pages or blog posts. Make it easy for them to take the next step by providing clickable links.

5. Showcase social proof: Highlight success stories and client testimonials to build trust and demonstrate the results you can achieve.

6. Track engagement: Monitor open rates, click-through rates, and conversions to measure the effectiveness of your newsletter. Use this data to refine your approach and tailor future newsletters to better meet your clients’ needs.

7. Regularly update your mailing list: Ensure your newsletter reaches the right audience by regularly updating your mailing list with current and potential clients who have expressed interest in your services.

Remember, the key is to provide valuable insights, showcase your expertise, and maintain a warm and engaging tone throughout the newsletter. Happy marketing!

Try Search Engine Land Bot

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Google AdMob is introducing Technical ad delivery to help publishers ensure that displayed ads adhere to regulations in the European Economic Area (EEA) and the United Kingdom (UK).

Technical ad delivery will be available by the end of March (an exact date was not confirmed).

Why we care. Publishers that don’t fully comply with EU regulations could be blocked or suspended from the IAB Europe Transparency & Consent Framework (TCF). Consequently, they would lose the ability to use a Google-certified Consent Management Platform (CMP) for serving ads in the EEA or UK.

What is Technical ad delivery? Technical ad delivery is a solution designed to help publishers, who have adopted the IAB Europe’s Transparency and Consent Framework v2.2, ensure ads comply with the European Union’s new General Data Protection Regulation (GDPR) when consent and legitimate interest for non-special purposes aren’t present.

What is a special purpose? This term refers to one of the defined purposes for processing of data, including users’ personal data, by participants in the Framework that are defined in the Policies or the Specifications for which Vendors declare a Legal Basis in the Global Vendor List and for which the user is not given choice by a CMP.

How technical ad delivery works. Technical ad delivery uses IP addresses exclusively for the technical delivery of ads and does not engage in other personal data processing operations permitted under different TCF purposes.

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No action needed. There is no action to take now as Technical ad delivery doesn’t require any implementation in the AdMob user interface. If you set up your CMP to call AdMob on traffic without legitimate interest or consent, AdMob will attempt to serve technical ad delivery traffic.

Eligibility. On AdMob, only non-Google waterfall mediation demand is eligible to serve using Technical ad delivery. (Waterfall mediation calls ad sources one-by-one, ordered by the average eCPM you’ve defined, rather than the amount the ad source is willing to pay.)

What is the TCF? TCF is a voluntary standard developed by IAB Europe that fosters collaboration between website publishers, app developers, and technology partners. It ensures a standardized user experience for privacy choices, allowing users to grant or withhold consent and exercise their “right to object” to data processing, based on practical requirements from Data Protection Authorities and legal principles.

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Click-through rate (CTR) is a cornerstone metric of PPC marketing. 

Calculated as the percentage of people who click on an ad after seeing it, CTR is often treated as a key performance indicator (KPI), commanding disproportionate attention and optimization efforts.

Google search interest in the topic of CTR far exceeds that of conversion rate (CVR), even though conversions more directly align with the health and success of a business.

This hyperfocus on CTR largely stems from outdated reasoning that deserves a closer look.

Reason 1: A high CTR indicates an effective and relevant ad

Since the launch of AdWords, Google has exalted click-through rate as a measurement of relevance, explaining:

“A high CTR is a good indication that users find your ads and listings helpful and relevant.”

But the changes Google Ads has made over the years have decoupled CTR from relevance.

The quality of impressions is declining as the quantity increases

Early on, advertisers had far more control over who saw – and didn’t see – their ad, meaning they could target ads to their ideal market while keeping everyone else from viewing an ad impression.

Google Ads has made several changes leading to inflated impression numbers from non-targeted audiences:

Expanded location targeting

Targeting a location no longer means you’re targeting people who are actually in a location. For location-based businesses, this irrelevant traffic skews CTR data.

A high CTR ad for “NYC Photography” targeted at NYC now reaches people nationwide who are “interested in” NYC. The specific “NYC Photography” headline underperforms in California and Texas. A broader “Photography Packages” headline wins more clicks. The ad with the highest CTR is the one that’s actually the least relevant to the studio’s target audience and offers.

Expanded match type definition

Google Ads has broadened its approach to match types, affecting how closely a user’s search needs to align with an ad’s keywords. This expansion leads to ads appearing for less relevant or related search queries, distorting the true effectiveness of CTR as a performance metric.

The exact keyword [luxury spa treatments] could now match against searches for “cheap spa days” or “home spa ideas.” Once again, the most relevant headline is unlikely to have the highest CTR when the search terms aren’t in true alignment with the keyword.

Limited search term data

Google Ads’ reduction in search term data transparency marks a significant shift from the past, where advertisers had fuller access to the actual queries triggering their ads. 

This change keeps advertisers from fully identifying and negating irrelevant or low-intent queries, increasing irrelevant impressions and clicks and introducing lurking variables affecting metrics like CTR. 

The prominence of ads is increasing

Advertisers once had to fight to win the click, but it’s now more difficult to qualify the click.

Expanded real estate

When CTR was introduced as a measurement of ad relevance, ads on Google were confined to right-rail only, with just 95 characters of text.

Today, Responsive Search Ads (RSAs) have tripled to 270 characters. With the retirement of the right-rail, competing organic links are now pushed further down the SERP instead of appearing side-by-side.

With the inclusion of images, sitelinks and other assets, both branded and non-branded ads can now occupy the entire “above the fold” real estate of the SERP.

When 100% of the SERP is a single ad, it’s almost more of a challenge not to win the click.  

The function of RSAs

RSAs are designed to match search queries. Google describes this process:

“The more headlines and descriptions you enter, the more opportunities Google Ads has to serve ads that more closely match your potential customers’ search queries, which can improve your ad performance.”

This approach focuses on aligning with the search query rather than accurately representing your business’s products and services.

When there’s a mismatch between the query and your offer, the ad reflects back to the searcher what they want, which can drive additional clicks that don’t lead to sales.

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Reason 2: Increasing CTR improves ad rank and lowers advertising costs

Google promotes CTR as a consideration in Ad Rank, which determines the position of your ad and the cost you pay for the click:

“CTR also contributes to your keyword’s expected CTR, which is a component of Ad Rank.”

This raises two questions: what is the correlation between actual CTR and click costs, and is the juice worth the squeeze to decrease costs by increasing CTR?

Your actual CTR isn’t part of the ad rank equation

When evaluating CTR as a factor in ad quality, Google doesn’t use your actual click-through ratio (total clicks ÷ total impressions). Instead, it uses your “expected CTR,” which only considers “historical impressions for exact searches of your keyword.” 

The fact that only exact searches enter into this calculus is key. It means that your ad’s performance against inflated and irrelevant impressions has nothing to do with your real-time auction costs or position. 

It’s not a sale if you don’t need it

Marketers often optimize ads for CTR under the misconception that it saves money. Not only is this not how Ad Rank works, it’s simply the wrong approach to savings.

Imagine a model that did award lower click costs for higher CTR. Buying more clicks that don’t convert isn’t a good business decision, even if those clicks are discounted.

And yet, this is exactly what happened in paid search last year.

CTR increased 3% year over year while conversion rate dropped 10%, according to WordStream’s 2023 Google Ads benchmarks. The extra clicks weren’t converting!

The low conversion rates, combined with an increased CPC (despite a higher CTR), led to a whopping 20% increase in cost per lead year over year.

Kerri Amodio shared the results of her test designed to find the best CPL for her client:

The Test ads’ CTR was 8% lower than the Control group, costing them an extra $0.01 per click, and ultimately saving $10 per conversion. 

Reason 3: Post-click performance is outside the scope of paid search

Many folks in marketing will argue that the job of an ad is to win the click; it’s the job of the offer/landing page/lead gen form/sales team to close the sale.

Because the ads team often doesn’t control or even influence the post-conversion process, CTR is used as a success metric for performance that’s within their control.

It’s true that ad clicks don’t directly drive leads and sales, but the quality of the click (and the intent of the person doing the clicking) absolutely affects the likelihood of conversion. 

Using a post-click success metric such as conversion rate can help marketers evaluate the true contribution of an ad while looking only at CTR, which ignores the value of running high-intent ads in the first place.

Reviewing and optimizing for CVR is especially important in the landscape of RSAs, where an ad crafted to win an irrelevant click can boost CTR but result in fewer conversions.

In his SMX Next talk, Frederick Vallaeys shared Optmyzr data comparing CTR and conversion rates against the number of headline variants in an ad:

This data shows an inverse relationship between CTR and CVR and the number of headline variants and conversion rate.

Meanwhile, Google promotes the idea that varied headlines increase CTR and conversions, but supporting data is scarce.

Their documentation claims a 12% conversion increase from increasing ad headlines and following other recommendations. However, this is based on a two-day date range picked from the several years RSAs have been running.

So, is CTR just a vanity metric now?

While CTR is no longer the measurement of ad relevance and quality it once was, it’s still a useful metric.

CTR offers quick feedback on newly launched assets, which is especially valuable when budgets are small and conversions are slow.

It’s also useful to evaluate CTR when reviewing your ad against the Keyword Text segment to identify misalignment between keywords and ad text.

This data can help you make decisions about pausing or removing assets, creating new ad groups, or tightening/clarifying existing messaging.

Shifting to a conversion-focused PPC framework

In Google’s push to drive more clicks year over year, qualifying the click is better than winning it.

Improving your CTR ratio is often better achieved by decreasing the denominator than increasing the numerator, and a lower CTR is better than a high CTR where the additional clicks don’t drive conversions for your business.

By de-prioritizing CTR in your evaluation of your ads, you’ll be able to focus on messaging that appeals more specifically to your target audience, improving ad performance in the process.

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You’ve optimized your website for search. You’re getting lots of high-quality traffic.

But despite the uptick in visitors, your sales and leads remain lackluster.

It’s a frustrating situation.

The good news? There are strategies you can implement to convert that traffic into paying customers.

This article explores nine proven methods to help you turn SEO traffic into sales and leads.

1. Improve your site’s user experience (UX)

UX and SEO have been talked about for years and are intrinsically linked, but many sites still haven’t spent time improving UX. 

Here are some key areas to focus on:

• Use white space to declutter your pages.
• Add in call-to-actions that stand out.
• Focus on your page speed – slow sites lose 90% of leads.
• Use responsive design to adapt to all devices.
• Keep your layout consistent.
• Reduce 404 errors.

You can, and should, test your site’s user experience from an unbiased source. You might know the nuances of your site and sales funnel, but your users do not.

Test, refine and test again. Over time, you’ll need to revisit your tests as visitor behavior changes.

2. Optimize for conversions

You have traffic, and it’s time to make sales. What is your conversion rate (CVR)? If you’re an ecommerce site with a 2.3% or higher CVR, you’re actually doing really well. 

Optimizing this metric will require you to review key sections of your site:

• Blog: Your blog may be a traffic magnet, but let’s turn those visitors into sales. Add call-to-actions in your article, create clear banners for products or services and push your product or service as a solution to the visitor’s pain points.
• Landing pages: If your landing pages aren’t converting, begin A/B testing them. You can add new CTAs, change the layout and copy – anything you can – to entice visitors to take action.
• Copy: If traffic is leading to product or service pages, it may be that your copy is not clear and concise. You’ll want to work with a copywriter to optimize and test these pages until conversions rise.

If your pages aren’t optimized for conversions, it can easily lead to SEO traffic that simply isn’t converting.

3. Optimize the first two actions on content pages that don’t target the right keywords

Are you leveraging the value of educational content? You should:

• Focus on the first two actions on the blog.
• Update the highest traffic pages as a test.

For example, you can add a “Demo” button to the top of the blog post with a strong call to action or provide a demo video above the fold. 

Transforming traffic into sales is possible with educational content, and it may be as easy as focusing on these two actions on your pages.

4. Improve content quality and relevance

Older businesses tend to have hundreds of blog posts that they never review or update.

What was considered relevant and quality content in the past may not be today. 

You’ll want to take an inventory of your articles, starting with those that get the most traffic, and start working through them with an audit.

• Does the article have the quality that you want from your business?
• Is the article relevant to the visitors who are landing on your page?

If you purge older content, try finding redirect opportunities to other content assets that may be higher quality yet still relevant.

Dig deeper: Improving or removing content for SEO: How to do it the right way

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5. Analyze and utilize data to improve sales

Data is only useful if you analyze it and use it to improve sales. You may have multiple forms of data to sift through:

• Analytics
• Server logs
• Heatmaps

If you begin sifting through server logs and see an uptick in 404 errors on your checkout page, you have the reason for your poor conversions. You need to dig into these issues.

For example, if you have a heatmap on your site, you may find that everyone is looking at the right side of the page, but you have a CTA on the left side.

Use this rich data to find where visitors are getting “stuck” in your sales funnel and begin making changes to address these issues.

6. Boost trust and credibility outside of social proof

Social proof is huge (more on that below), but what other things can you do to improve trust and credibility? You can:

• Add your professional license number.
• Post your clear warranty or guarantee information.
• Add logos or information about professional memberships or associations.
• Publish your awards.
• Add links to news articles or publications where you’ve been published.

Every industry has its own way to improve trust and credibility. A law firm can showcase their bar association, awards, settlements and other data showing that they’re a business people trust.

7. Focus on local SEO (when applicable)

Brick-and-mortar businesses may see sales and leads dwindle due to a lack of focus on local SEO.

Local SEO takes a more strategic and targeted approach to help businesses improve their visibility in Google’s local search results.

For example, a website for a sushi restaurant in Los Angeles that focuses on broad keywords (e.g., “sushi restaurant” or “sushi restaurants in California”) may struggle to:

• Rank in the search results because the competition is so high.
• Reach the right people.

That restaurant would be better off focusing on keywords like “sushi restaurant in LA” or even “sushi restaurant in Glendale.” These keywords may be easier to rank for and would put their site in front of their target audience.

Other ways to improve local SEO:

• Optimizing your Google Business Profile page.
• Ensuring your NAP information is consistent online.
• Optimizing content and pages for location-based keywords.

Local SEO can help ensure that when local customers search for your business, they find your site.

Dig deeper: Local SEO for new physical locations

8. Leverage A/B testing to maximize conversions

A/B testing can be an effective tool for conversion rate optimization (CRO). The goal is to test two versions of a webpage to see which one generates a higher conversion rate.

A simple change to your copy or even changing the color of a button can significantly impact conversions.

Through A/B testing, you can experiment with different variations of your pages, choose the best-performing version and maximize your conversions.

Even a well-optimized site can fail to convert if the layout, copy, formatting, and design are ineffective.

An SEO specialist can help you:

• Identify which page elements to test (e.g., headlines, CTA buttons, copy, layout, etc.).
• Create variants of your pages.
• Run the test.
• Measure and analyze the results.

A/B testing can be used continually to improve your conversion rates over time.

9. Enhance social proof to build trust and credibility

Consumers need more than just persuasive copy to convince them to purchase. Up to 87% of buying decisions start with online research, and 88% of consumers trust reviews as much as personal recommendations.

If your sales are suffering but your SEO is on-point, you may not be delivering the social proof prospects need to convert.

To build trust and credibility, showcase your:

• Reviews: Embed them on product pages and highlight positive reviews on your homepage.
• Testimonials: Showcase these prominently on your landing pages. Include photos, videos and names for each testimonial.
• Awards and recognition: Add award badges to your pages to let prospects know that industry experts and associations trust your business.
• Case studies: Add these to your site to show prospects the results you’ve delivered for other customers or clients.
• Influencer endorsements: Highlight celebrity or influencer endorsements. Their opinions can easily sway prospects.

An SEO specialist can help ensure your social proof is optimized and displayed prominently on your page.

Work cross-teams to adjust your sales funnel

SEO can drive traffic to your site, but once a prospect lands on your page, it’s up to your content and UX to convert them.

Optimize content for each stage of your sales funnel.

Great SEO doesn’t automatically translate to higher sales and conversions.

Even with great SEO, sales and leads can suffer if the other puzzle pieces aren’t in place. The above strategies can help improve your conversion rates.

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Yelp is rolling out scheduled support consultations for advertisers to ensure their questions are answered in a “timely manner”.

While options like online FAQs, email and chat are effective for many queries, some advertisers prefer the value of speaking with a live representative for more personalized assistance, the platform told Search Engine Land.

The news coincides with reports of dissatisfaction with Google Ads’ support, which has been described as hitting “an all-time low” by frustrated advertisers.

Why we care. If the insufficient support from Google Ads is a concern, considering Yelp as an alternative platform is worthwhile due to the additional help and assistance it offers advertisers.

Scheduled consultations. Yelp now lets advertisers schedule consultations with their customer service team without waiting on hold. This makes it easier for advertisers to connect with customer support and set up consultations at a time that suits them.

What Yelp is saying. Nicole Lund, Director of Local Business Product at Yelp, told Search Engine Land:

• “We want advertisers to be able to get in touch with us as quickly as possible to help answer any questions, without having to wait on hold.”
• “Advertisers are managing a lot and don’t always have time to wait on hold to speak with someone, which means business owners would sometimes delay calling us for the support they needed.”
• “Not only have we heard that scheduled consultations are helping them get their questions answered quickly, but it’s helping to drive more success with their ads as we’re able to help business owners better optimize and adjust their ads when it’s most convenient for them.”
• “We’ve also anecdotally heard that the convenience of scheduled consultations is making their advertising experience even more positive, in turn making it even more likely that they’ll proactively engage on Yelp longer term.”

Yelp’s AI plans. In addition to new support feature, Yelp is increasing its use of AI to offer advertisers additional insights into their campaigns, including AI-powered smart budgets. This new feature utilizes AI to provide advertisers with personalized ad budget recommendations, by taking various unique factors about their business into consideration, such as rating, category, listing age, region, and more.

Google’s approach. While Yelp is enhancing its live support offering, Google has faced criticism for providing inadequate assistance to advertisers. Google acknowledged these concerns to Search Engine Land and said it is investing in AI to improve its advertiser Help Center. However, the search engine notably hasn’t confirmed additional investments in live support, despite advertisers requesting it.

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

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Meta is introducing new tools and updates to enhance the protection of intellectual property (IP) for brands, including:

• An updated Brand Rights Protection Manager platform.
• A new Intellectual Property Reporting Center.
• A new “Protecting Businesses” section on the Meta for Business website.

Why we care. Brands are susceptible to counterfeit scams on Facebook, posing a threat to their reputation and consumer confidence. Meta’s integration of AI to combat this issue is a step in the right direction to make its platforms a safer space for brands to advertise and for consumers to shop.

What is Brand Rights Protection? Brand Rights Protection is a tool that helps businesses to protect their brand and customers against counterfeit products on Meta platforms.

What’s changing? Meta is rolling out several updates to this platform, including:

• Brand Rights Tracking Tool: This feature utilizes AI so that when brands upload reference images, they can access saved searches and broader search parameters for higher-quality matches to detect counterfeits.
• Increased Reference Image Limit: Meta is allowing brands to upload more images, going from 50 to 200, so that its system can check a wider range of variations.
• Enhanced Control: Meta is expanding its Rights Manager platform, enabling broader content blocking and introducing image ownership tagging for enhanced control by copyright holders.

Brand Rights Protection eligibility. You can apply for Brand Rights Protection if you fulfil the following requirements:

• Business must have an account on Business Manager.
• Brand must own a registered trademark.
  • Trademark must be active and text-based or image-based.
• Business has no history of intellectual property violations.
• Applicant must be an employee of brand or business.

New IP Reporting Center. This new feature serves as a centralized database for IP violation reports, with the aim of streamlining the tracking process. It consolidates relevant account information and reporting history in one accessible platform.

How it works. Brands are required to log in to their Facebook, Instagram, or Business Manager account to use the IP Reporting Center. Multiple users under the same Business Manager account can view the reporting history for the entire business.

Protecting Businesses. This new section on the Meta for Business website will provide notes and guides to help businesses develop a brand protection strateg and mitigate the impact of brand misuse.

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

• “These improvements will further help businesses manage their presence, report misuse and reduce the impact of intellectual property infringement, brand misrepresentation and scams.”
• ” Our goal is to ensure businesses and rights holders can grow their brands, while controlling how their content is used.”

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

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Spend on Google search ads in the U.S. rose by 17% year-on-year in the final quarter of 2023.

Google click growth remained steady at 8% year-on-year, while cost-per-click accelerated to 9% during the same period, according to a the Tinuiti Digital Ads Benchmark Report.

Why we care. The increase in Google search ad spend suggests that people are feeling more confident in digital advertising after a rocky start to 2023, when CPS dropped. However, it’s important to know that because more advertisers want ad space, it might cost more and be competitive.

Device matters. The report also found that mobile is continuing to lead the way in terms of generating Google search ad clicks:

• Mobile search ads: Spend was up 19% year-on-year, clicks were up 10%, and CPC was up 9%.
• Desktop and laptop search ads: Spend was up 15% year-on-year, clicks were up 2%, and CPC was up 13%.
• Tablet search ads: Spend was up 4% year-on-year, clicks were down 13% and CPC up 19%.

PMax uptick. 91% of retail advertisers running shopping ad listings with Google included Performance Max campaigns in their strategies during the peak of the holiday shopping season in Q4 2023. Comparatively, a year earlier, 80% of retailers had incorporated PMax campaigns. However, despite steadily increasing throughout 2023, the adoption of PMax campaigns seems to have reached a plateau.

Rise of Temu. In the final week of 2023, 90% of retailers recognized Temu as a top competitor in Google Shopping auctions. This level matches Amazon’s consistent presence over the last two years. Although Temu wasn’t seen in these auctions until late 2022, its visibility increased sharply in the first half of 2023 and continued to rise throughout the year.

What is Tinuiti? Tinuiti is the largest independent performance marketing firm specializing in Streaming TV and dominating the triopoly of Google, Facebook, and Amazon. Managing $4 billion in digital media and boasting a workforce of over 1,000 employees, Tinuiti is a significant player in the digital marketing landscape.

Report methodology. The Tinuiti Digital Ads Benchmark Report utilizes anonymized performance data from advertising programs managed by Tinuiti, totaling over $4 billion in annual digital ad spend. The data is based on active programs with consistent strategies. All figures represent same-client growth and are not meant to officially reflect any specific advertising platform’s performance or the experiences of every advertiser.

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Deep dive. Read the report in full for more information (please note, this is a gated report).

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