In a short video, SearchLab’s Greg Gifford shared a bunch of quick tips he gathered from the Pubcon Florida 2021 marketing conference that featured some of the best digital marketers in the game.
Here are the most relevant ones:
Mordi Oberstein, SEMrush
Oberstein of SEMrush finds it best to not treat the landing page used to run PPC campaigns like a separate entity of your website.
This means:
a) you should add relevant content to the landing page, and
b) give the page context in relation to the rest of the website, which can mean adding internal links to the landing page as well as navigation, related posts and blog articles, etc.
This helps Google understand the context of your page. And if your website ranks well already, your landing page will benefit.
Melissa Fach, Kelley Blue Book & Autotrader
Fach used an example for car dealers provided her background, but the insight can be useful for all types of products:
Be cautious with YMYL (your money your life) content, which Google takes a close look at. Include all the necessary info about your product, trying to be as authoritative as you can. If you rank well for other pages in that niche that should help you rank well for new pages, considering Google takes into account authority. Otherwise it’s very hard to rank.
Mark Irvine, SearchLab Digital
Search ads are becoming assets-based. They have several headlines, several descriptions, and extensions. But it can be easy for these several assets to become repetitive and compete against each other.
Accordingly, make sure that the different creative assets of your ads are not duplicated content but, instead, very different from each other.
Damon Gochneaur, Aspiro agency
For marketers running YouTube Ads, run TrueView for action ads.
Why? Because you only pay when the user takes the action you want (including conversions). Running based on impressions might be cheaper, but you risk wasting budget on leads that don’t convert.
Stephan Spencer, Co-author The Art of SEO
Create a testimonials page, call it “Results”, and include testimonials in a story-based style (rather than as reviews).
On top of this, optimize this page for skimmers. Direct the reader to bits you want them to pay attention to by highlighting them in yellow. These bits should tell a story if ordered the right way.
