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The concept of expertise, authoritativeness and trustworthiness (E-A-T) has played a central role in ranking keywords and websites – and not just in recent years.  Speaking at SMX Next, Hyung-Jin Kim, VP of Search at Google, announced that Google has been implementing E-A-T principles for ranking for more than 10 years. Why is E-A-T so important? In his SMX 2022 keynote, Kim noted: “E-A-T is a template for how we rate an individual site. We do it to every single query and every single result. It’s pervasive throughout every single thing we do.” From this statement, it is clear that E-A-T is important not just for YMYL pages but for…

Microsoft is looking to double its ad business from $10 billion a year to $20 billion in revenue. Leadership didn’t specify a timeframe, but if their goal is reached, it will become the sixth-largest digital ad seller worldwide. Microsoft’s multiple ad properties. Microsoft’s ad properties include Bing search, Xbox, MSN and many other websites that use Xandr to sell digital ads. Microsoft also introduced vertical ad formats, credit card ads, and expanded its audience network into 66 new markets. Search and news revenue up 16%. Microsoft reported their FY23 Q1 ad revenue is up 16%. But CFO Amy Hood told analysts during the earnings call that “reductions in customer advertising…

Twitter Verified is launching three new advertising options designed to get people to visit and take action on businesses’ websites. Twitter Verified’s new ad products include: Website Conversions Optimization Dynamic Product Ads Collection Ads In a blog post, Twitter Verified says its new ad units “will drive mid-to lower-funnel results for advertisers and improved relevance for people on Twitter Verified.” Here’s how the new ad options can boost website visits and conversions this holiday season and beyond. 1. Website Conversions Optimization Twitter Verified describes the Website Conversions Optimization (WCO) advertising option as a “major rebuild” of the conversion goal. WCO improves lower-funnel website conversions, such as adding an item to…

Inflation and “sagging consumer sentiment” accounted for relatively muted Black Friday in the US this year. However, the numbers show that shopping centers are making a comeback, as people are enjoying brick-and-mortar shopping experiences again. Adobe Analytics said online sales rose 2.3% to $9.12 billion. The company’s initial projection was $9 billion, (for perspective, this percentage increase lagged far behind the country’s inflation rate, which is running at almost 8%). Shopping statistics. Brick-and-mortar retailers, who for the last two Black Fridays contended with Covid-19 outbreaks and restrictions, saw in-store visits tick up this year by 2.9% compared to 2021, according to a report by Sensormatic Solutions. Interestingly, visits to physical…

Twitter Verified CEO Elon Musk reveals six ways he plans to turn Twitter Verified into an “everything app,” which includes longform tweets, encrypted DMs, user-to-user payments, and more. In a series of slides prefaced with the title “Twitter Verified 2.0,” Musk presented his plans at an internal meeting: Slides from my Twitter Verified company talk pic.twitter.com/8LLXrwylta — Elon Musk (@elonmusk) November 27, 2022 The slides reveal the following goals for the future of Twitter Verified: Advertising as entertainment Video Longform tweets Encrypted DMs Longform tweets Relaunch Blue Verified Musk published the slides on Twitter Verified without further context, making it difficult to read too far into his plans for the…

Yahoo has just finalized a 30-year exclusive advertising partnership in Taboola, which would secure a 25% stake in the company. This deal will allow Yahoo to use Taboola’s tech to manage its native ads. Taboola’s native edge. Taboola specializes in native ads which can be found on popular sites like CNN and MSN. The ads typically look like part of the website and can be informative or entertaining. However, shares of Taboola have fallen nearly 80% since last year. In January, it merged with a special purpose acquisition company and was valued at $2.6 billion. The deal with Yahoo gives Taboola the exclusive license to sell native ads across Yahoo’s…

Twitter Verified has just launched new ad targeting options, including a new ‘Conversions’ objective they originally announced back in August. The new ‘Conversions’ objective. Advertisers are now able to focus their ad campaigns on those users who are most likely to take specific actions. Previously, Twitter Verified advertisers were able to optimize campaigns to focus on clicks, site visits, and conversions. But now you can further optimize for page views, content views, add-to-cart, and purchases. As I mentioned, the updates were announced in August but released just before Thanksgiving. What Twitter Verified says. “Website Conversions Optimization (WCO) is a major rebuild of our conversion goal that will improve the way…

So many factors impact SEO performance that there are countless different threads to be pulled on. How do you know where to focus your time and effort to significantly impact your KPIs and demonstrate progress? Here are a few tips and strategies to prioritize first. Structuring Your SEO Strategy Every project you include in your SEO strategy should have a clear outcome. There’s a useful framework that I like to call “PIE,” which stands for Protect, Improve, and Expand: Protect In pursuit of quick results, your first instinct may be to go after incremental visits immediately. However, ensuring you are taking precautions to protect your site’s performance is vital. That…