Leveraging Synergies Between SEO & Other Channels - Searchlite

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This month's Searchlite intro written by SEO Manager, Abby Reimer.

We're not going to sugar coat it: with everything going on in the world right now, search marketing can feel a bit pointless. To loosely quote a Twitter user: "it's hard to website right now."

If you're not up for reading a work-focused newsletter, we get it. Do what's best for you, whether it's to recharge, read the news, or stay up to date on search.

In case the latter feels right, this month's Searchlite may hopefully serve as a momentary distraction for you to dive into the latest in the SEO/SEM world. Here's what we've got for you today:


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

Key Takeaways: 
  • 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.
Why it Matters:
In this article, the Moz Blog offers a great overview of Ad Rank, a concept that many folks in the biz might be familiar with. But for those of you just starting out (or those just looking for a refresher), this is a great post. It offers an overview of the key components of Ad Rank and gives a detailed description of each. It also offers some tips on how to measure and improve your rank.

For a deeper dive on why Ad Rank is important (and why content is a crucial part of it), check out our own blog post, Why Content is King In the Google Ads Auction.


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!

Free Tool of the Month:

Looking for ways to level up your topic research? Need inspiration for a new meme? Check out this list of 15 fantastic content creation tools that will help you get those ideas flowing, and make your work process more efficient.

Found on Twitter:

Shreyas Dosi walks through tips for time management for senior product managers and leaders. Find ways to plan your work day, organize tasks based on effort, and more in this thread.

Skye Sonnega

Skye Sonnega

Skye got her start in SEO and digital marketing while interning for a startup in 2020. At Uproer, she pioneered the SEO Analyst + Copywriter position and is the company’s first internal copywriter. After transitioning to a more SEO-focused position, she is passionate about finding ways to improve the way Uproer approaches content production.

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SearchLite - Don't Sleep on Category Page Content

This month’s SearchLite intro was written by Content Manager, Skye Sonnega Hey everyone, We recently livened up this dull Minnesota winter with two fantastic additions to the Uproer team! Eric Davison joined as a Senior SEM Analyst, and Jenny Hudalla joined as a Content Specialist. These folks are bright, hardworking, Minnesota-local, and coming in

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Sr. Manager, SEO & Operations

Dave Sewich

Dave made an accidental foray into digital marketing after graduating from the University of Minnesota Duluth and hasn’t looked back. Having spent the first part of his marketing journey brand-side, he now works with the Uproer team to help clients realize their goals through the lens of search.

When not at work, you’ll find Dave staying active and living a healthy lifestyle, listening to podcasts, and enjoying live music. A Minnesotan born and raised, his favorite sport is hockey and he still finds time to skate once in a while.

Dave’s DiSC style is C. He enjoys getting things done deliberately and systematically without sacrificing speed and efficiency. When it comes to evaluating new ideas and plans, he prefers to take a logical approach, always sprinkling on a bit of healthy skepticism for good measure. At work, Dave’s happiest when he has a chance to dive deep into a single project for hours at a time. He loves contributing to Uproer and being a part of a supportive team but is most productive when working solo.

Founder & CEO

Griffin Roer

Griffin discovered SEO in 2012 during a self-taught web development course and hasn’t looked back. After years of working as an SEO consultant to some of the country’s largest retail and tech brands, Griffin pursued his entrepreneurial calling of starting an agency in May of 2017.

Outside of work, Griffin enjoys going to concerts and spending time with his wife, two kids, and four pets.

Griffin’s DiSC style is D. He’s driven to set and achieve goals quickly, which helps explain why he’s built his career in the fast-paced agency business. Griffin’s most valuable contributions to the workplace include his motivation to make progress, his tendency towards bold action, and his willingness to challenge assumptions.