“Conducting a content audit can help you identify areas of your site that are in need of improvement, and that will see greater visibility in search as a result. I look at three core areas when performing an audit,” explains Aaron Agius of Louder Online. “1) Find ways to repurpose content. There are many ways to take old content and turn it into something new. I particularly like to flag content that’s performed well organically and analyze how it can be used to create less expensive content with a known track record.  2) Find content gaps. No site is ever finished, and your keyword research is never complete. When performing a content audit, look for content that competitors have on their websites (and rank for). There’s always more content that you can add to your site (and usually some that can be removed, too). 3) Optimize your content for users and search engines. Google has said it for many years. In fact, Matt Cutts went on the record many times to tell webmasters that they needed to ‘create great content.’ This still stands true today.”

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Dates in URLs.  Google’s John Mueller said dates in URLs are fine for Google search.

IP Links. John Mueller from Google also said that IP addresses linking to you is also fine.

Render what we index. Google said they pretty much render everything they index, so just keep that in mind.

We’re swimming in the sea of Advertising Week in NYC this week along with thousands of marketers. Here are some of the quotes that caught our attention. 

“Voice is going to completely transform how we work with technology and society.… I’m really bullish on how voice is going to change in the next 10 years.” — Luis di Como, EVP of Global Media at Unilever. 

“Not a billion, but not half of that either.” — Blake Chandlee, VP TikTok, when asked about the number of users on the platform. 

“I think the future of marketing is to understand incrementality really well.” — Allan Thygesen, President, Americas, Google

“Here is a platform [TikTok] that has awareness that is very difficult to achieve in other places. And I think that in itself is important.” — Gary Vaynerchuk, VaynerMedia

“It’s not looking good for getting into this session.” — The 50+ people too many who tried to see a session on Amazon marketing. 

“The reality is it [programmatic] is not fully automated …The reality is it’s very complex, still…. And the aperture is broader than where we want [targeting] to go.” — Marla Kaplowitz, President & CEO of the 4As, on the promise of programmatic in 2019. 

10 Best WordPress FAQ Plugins (+ How to Create an FAQ Section Manually) – Kinsta

A closer look at Google’s plan to spotlight ‘original reporting’ – Medium

A Guide to the Biggest SEO Myths on The Web by Bill Slawski – SEM Rush

Automate more with labels in scripts – Microsoft Advertising

Dealing with a Google manual penalty – Search Metrics

Fall Season Google Logo & Bing Home Page – Search Engine Roundtable

New Opportunities for Image SEO: How to Leverage Machine Vision for Strategic Wins – Moz

Steps to Launch Your First PPC Campaign – Red Canoe Media

The Impact of Google’s Nofollow Update – Advice From The Experts – DeepCrawl

Join us for the largest gathering of search marketers on the East Coast – Search Engine Land’s SMX East, November 13-14, 2019. You’ll unlock an absolute firehose of content: 90+ unique sessions covering the topics that matter most – SEO, SEM, voice search, attribution, analytics, content, video, mobile, local, and beyond – plus exclusive community networking, delicious meals, free WiFi, and more. we guarantee it. View rates and register today!