SEM Industry: General

Rand Fishkin leaves Moz, announces a new start-up

Rand Fishkin, the co-founder of Moz, announced his new company after officially leaving his day-to-day operations at Moz yesterday. He is starting a company named SparkToro, a technology platform in the influencer and audience intelligence marketing space. Fishkin started the well-known SEO platform over a decade ago with his mother, Gillian. In fact, he dropped …

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The foundation of a good SEM campaign

A strong understanding of the economics of any business unit is absolutely critical to any digital marketing campaign managed against non-brand key performance indicators (KPIs) in a search engine marketing (SEM) campaign. One would think any reasonably large and successful business would have a good handle on their unit economics, and that this knowledge will …

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Optimizing for quality score is a best practice, except when it’s not. Here’s why.

Quality score is a complex metric because it is a basic but fundamental component of ad rank. Optimizing for quality score is a best practice, except when it isn’t. A high quality score is a sign of account health, except when it isn’t. Like any other paid search “best practice,” it is only a best …

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Local search industry optimistic about 2018 — but less likely to hire

The local search landscape is a constantly evolving beast, regularly changing at the whim of Google My Business and, more and more these days, reliant on consumer reviews. As such, the folks working in this niche of the wider SEO industry have had to be quick on their feet to adapt to changes. It’s no …

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The technology behind AI in PPC

I believe artificial intelligence (AI) will be a key driver of change in PPC in 2018 as it leads to more and better PPC intelligence. So far, I’ve discussed the roles humans will play when PPC management becomes nearly fully automated and six strategies agencies can take to future-proof their business. In this final post …

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How SEOs really feel about Google algorithm updates

As SEOs working in the weeds with our clients each day, it can sometimes be hard to truly see how major Google algorithm updates affect our industry as a whole. Sure, we can perform test after test to see how our clients are affected, but what about the poor account manager or technical SEO director …

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