September 2023 - Page 2 of 3 - Latest News, Headlines at Peter Zmijewski

SEO, generative AI and LLMs: Managing client expectations

September 16, 2023 news

Managing client expectations requires a calculated approach, especially when the ultimate goal is scaling SEO using generative AI. Large Language Models (LLMs) remain a hot topic in SEO – especially with the popularity of OpenAI’s ChatGPT and other generative AI tools with user-friendly chat interfaces. It’s so easy to get excited about the potential of generative AI and what it means for an SEO strategy. But managing client expectations remains critical. This overarching guide serves to help SEOs educate clients on the potential functionality of LLMs as it applies to SEO…

SEM

3 ways to build a better agency-client relationship

September 15, 2023 news

Wondering how you can have a better relationship with your client or paid search agency? Columnist Brett Middleton provides solid advice for both parties to communicate more effectively and work more efficiently. The reality of maintaining a complex business relationship where revenue is on the line is that there are several pitfalls that can destroy it. Although not all of these points will apply to all partnerships, the lesson is the same. If you’re in-house marketing staff: Do you treat your agency like they’re members of your team? How do…

California Passes the Nation’s Strongest Right-to-Repair Bill

September 14, 2023 news

California joins Minnesota and New York in passing right-to-repair legislation in a unanimous vote by the state’s legislators. Right-to-repair has been gaining traction across the US, with some tech companies throwing their weight behind such efforts. According to Quartz, California passed the legislation with a 50-0 vote in the Assembly and a 38-0 vote in the Senate. Nathan Proctor, senior director of PIRG’s Right-to-Repair Campaign, welcomed the decision: Even in the home state of Big Tech, repair is a winning idea. It just makes sense — people should be able to fix their…

Marketing

Link campaigns: Strategy development and review

September 13, 2023 news

Whether you’re planning to pursue links in 2017 or continue an existing link-building project, columnist Andrew Dennis reminds us that December is an ideal month to review your link campaign strategy. Link campaigns need strategy. Link building is a difficult, time-consuming process that doesn’t produce results overnight. However, strategic link acquisition is necessary to achieve long-term improvements in organic search. It’s possible to grab “quick win” links here and there (and I’d encourage pursuing these opportunities), but you will need an ongoing campaign to achieve sustainable results. A campaign model ensures research,…

Bing

4 ways to get more out of Bing Ads

September 12, 2023 news

Sometimes Bing Ads is the forgotten stepchild of PPC. The reasons probably trace back to when Bing Ads was very hard to manage and provided very little opportunity for the effort invested, but times have changed. With now more market share and easier tools to manage them, Bing Ads can be a lucrative opportunity for […] Sometimes Bing Ads is the forgotten stepchild of PPC. The reasons probably trace back to when Bing Ads was very hard to manage and provided very little opportunity for the effort invested, but times…

google

AdWords custom columns now available at keyword and ad levels

September 11, 2023 news

Track and optimize to custom metrics tailored to your goals at all levels of your campaigns. Custom columns in AdWords can help marketers get more detailed insights into how their campaigns are performing based on non-standard metric targets. Now, advertisers can create and track custom metrics at the keyword and ad levels in addition to the campaign and ad group levels, which have been available since 2014. As with just about every other new addition to the interface, this update is available only in the new AdWords “experience.” Custom columns are now…

SEO

6 Powerful Ways Social Media Will Build Your SEO

September 8, 2023 news

Because social media shares are not Google ranking factors, many companies ignore social media in their SEO efforts. That’s a mistake for two reasons. First, while social media shares have no direct impact on SEO rankings, shares can indirectly improve SEO in very meaningful ways. Second, other aspects of social media marketing aside from shares have a positive effect on SEO. Here are the top six ways social media builds SEO: 1- Backlink Generation Backlinks are a tremendously important ranking factor — so much so that an SEO campaign may…

SEM

Hidden PPC traffic killers

September 7, 2023 news

Is your PPC program behaving badly and blocking out perfectly acceptable traffic? Contributor Andrew Goodman looks at five ways to relax an over-tightened account. If a pay-per-click (PPC) account and the advertiser’s business model are functioning reasonably well, we often find that a business owner becomes heavily dependent on the PPC channel. “Max the volume!” and “We’re down from last year, I’m very worried” are typical (if vague) remits from clients and bosses deep in the thrall of this perennial growth-driving channel. If you’ve arrived late on the PPC scene, you…