Leveraging Synergies Between SEO & Other Channels - Searchlite

Outcome Driven SEO Roadmaps

by Adam Gent, for The SEO Sprint

Key Takeaways:

• Outcome-driven roadmaps connect recommendations to the problems that need to be solved.
• They articulate a clear vision for how your actions are going to produce results that move the organization towards its stated objective(s).
• A major benefit is that they remove industry jargon and present your plan in a way that your client, or non-SEOs, can more easily buy into. 

Why it Matters:

Marketers of all kinds, but especially SEOs, tend to bucket their recommendations by their “category” rather than by their outcome. In the SEO world, these categories tend to be things like, “Technical SEO”, “Off-Site SEO”, or “On-Page SEO”. The problem with these categories is two-fold: (1) They don’t hold much meaning to the client, and (2) they break up related recommendations into separate, arbitrary lanes.

Instead, SEOs should group recommendations by their intended outcome. That way, client’s can more intuitively understand the strategy and buy in to it. Also, recommendations can be pushed forward as a broader, important initiative rather than seemingly disjointed SEO execution.

How Google’s E-Commerce Landscape is Evolving

by Lily Ray, for Amsive Digital

Key Takeaways: 

• Google Updates are pushing focus towards e-commerce with new features and developments.
• Google is losing market share to Amazon in the digital advertising space.
• Google is working on various performance updates and online shopping strategies to stay competitive with Amazon.

Why it Matters:

Amazon has been growing exponentially since the early 2010s. Google and other search engines have been trying to find an effective way to provide both a search engine and an online shopping experience, while Amazon has been growing in the e-commerce space year over year. This means that we will likely see more updates on Google like their introduction of free product listings on Google shopping, or “Shops” which allow users to view inventory at local stores.

Now that the Google Merchant Center is free, and partnered with Shopify, it will hopefully allow a wider variety of products and sellers to get in front of their users. As Google hopes to integrate as many e-commerce services and features into their search engine, Amazon continues to prove itself to be a dangerous opponent in the e-commerce industry.

Understanding the Google Ads Auction

by Tanuja Mahdavi, for Moz

• Ad Rank is a major determinant of how high your ad shows in the search results and how much you pay per click. Google uses it as a key portion of its auction.
• The Ad Rank equation is max CPC * Quality Score.
• Ad Rank is an important part of paid search marketing. Google uses it to determine whether to show your ad at all. Understanding how this works will help you create better-performing, higher-ranking ads.

Leveraging Synergies Between SEO and Other Channels

by Éléonore Frère, for Moz

Key Takeaways:

• Details the importance of integrating SEO into the various channels of marketing to create optimal results.
• Streamlining marketing channels with SEO best practices can lead to more conversions for businesses.
• You can achieve digital domination with this approach.

Why it Matters:

This Moz article dives deep into the many channels of marketing and how integrating SEO can create a domination effect digitally. Different marketing channels include affiliate marketing, PR, UX/UI and social media. There are countless actionable takeaways from this article, give it a read!

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• French Privacy Regulator Rules Against Use of Google Analytics

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