Good morning, you don’t have to be flashy to be eye-catching,

There were several flashy announcements at Google Marketing Live — gallery ads, discover ads, etc. Yet there was a feature that might sound ho-hum on its face that got a big reaction in the room when it was announced. It was the one thing just about every paid search marketer I spoke to was excited about. Now it’s live. Campaign-level conversions are available in Google Ads search and display campaigns. Video campaign support will come later.

This is a big, welcomed change from being forced to use the same conversion actions for optimization dictated at the account level. No more creating separate accounts or settling on a default for all of your campaigns. You can also set up conversion action sets (located under Tools > Conversions) to group conversion actions together and apply across campaigns.

Olga Andrienko from SEMrush shared brand new research on voice search at SMX Advanced this week. In an analysis of more than 50,000 queries across three Google Home devices and Google Assistant on an Android phone, the research showed 80% of voice assistant-delivered results came from the top three organic listings on a results page. Some 60% came from featured snippets.

Those stats may not be too surprising, but Olga shared several other noteworthy findings. For example, SEMrush said answer length matters for voice answers. “If you think of optimizing the paragraph for the intent of voice, make sure it’s around 42 words,” she advised. Page speed and backlinks appear to be factors as well, said Olga, while schema is less so. More than a third of the answers given by the Google Home devices contained no schema at all.

Voice optimization follows the traditional tactics that SEOs already prioritize — speed, links and good content. John Lincoln of Ignite Visibility spoke on the need to establish a business goal before investing in voice search and voice applications — that will help guide your strategy. “Are you e-commerce? You’re going to spend more time on the Amazon side. Are you a publisher? So you’ll be spending more time on Google? Think about that,” said Lincoln.

Read on for a Pro Tip on understanding search intent and your daily Search Shorts.

Ginny Marvin
Editor-In-Chief

 
 
 
Pro Tip
 

Back to basics: Understanding search intent

“Google has been tackling intent and how to serve up the best results for some time now. The quality rater guidelines show us how they define the three types of searches, explains Aaron Agius of Louder Online. “They call them 1) ‘Know’ – informational searches; 2) ‘Do’ – transactional searches; and 3) ‘Go’ – navigational searches. By using ‘know,’ ‘do’ and ‘go’ as part of your research, you can bucket keywords by intent.”

Read More »

 

Tomorrow! Live Webinar: 4 Steps to Operationalize Modern Marketing Work

Sponsored by Workfront

Figuring out the right balance between work to be done, when it should be prioritized and which limited resources to use, can be one of marketing’s biggest challenges. Modern marketing work requires modern workflows, and operationalizing those workflows is critical to be effective and scale your resources with the amount of work you’re expected to do. Join our experts as they discuss proven methods and strategies to help your team manage digital work processes with greater speed and efficiency.

Read More »

 
Search Shorts
 

Bribing Bing & JavaScript and SEO

Bing doesn’t take bribes. Frederic Debut of Bing said the ads you buy on Microsoft Advertising do not influence the organic results on Bing in any way.

JavaScript myth busting. Google posts another myth busting video, this time on JavaScript and SEO. It is fun to watch.

Updated dev docs. Google also has updated the developer docs at web.dev to add more about JavaScript and SEO.

 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

7 ‹Title Tag› Hacks for Increased Rankings + Traffic – Whiteboard Friday – Moz

A video series on SEO myths for web developers – Official Google Webmaster Central Blog

Germany Debates Bringing Voice Assistant Data to Courtrooms – Voicebot

Google Maps can now tell you your speed in real time – The Verge

Google Organic Results Blending Local Knowledge Panel For Branded Queries? – Search

Engine Roundtable

Google Scores Partial Win in Search Result Manipulation Case – Bloomberg

Is there such a thing as too much high-quality content? – Yoast

Kick off the Women’s World Cup with Google – Google Blog

 
 
 
Join Us
 

Unlock actionable SEO & SEM tactics to accelerate your campaign's success. Attend SMX East in NYC!

Attend the only conference in the East Coast entirely devoted to search marketing: Search Engine Land's SMX East, November 13-14, 2019. Join us for a deep dive into SEO and SEM tactics, networking, and top amenities including WiFi, delicious meals, and snacks. You'll come away with at least one tactic that you can immediately put to use… we guarantee it. View rates and register today!