Good morning, Marketers, Halloween is over but I’m not ready to move on.

For many of you, Halloween might mean fun (or at least, interesting) office parties. I simply enjoyed the change of pace: the asymmetry of costumed coworkers in meetings with stakeholders that were business-as-usual, more festive conversations at the watercooler and the uncontrollable eating of candy mysteriously left at my keyboard. But, many of us aren’t back in the office the way we once were.

Here at Third Door Media (Search Engine Land’s parent company), we’ve always been remote, so I miss it even more this time of year. Carolyn Lyden, our director of search content, dressed her toddler as Totoro, Corey Patterson, our content and SEO manager, shared photos of his family as the cast of Scooby Doo, Lauren Donovoan, director of marketing, went with the classic pointy-hat witch and Sarah Slifko-Camarra, event and client success manager, teamed up with her husband to recreate Hannibal Lecter and Clarice Starling.

In the spirit of Halloween, Google even published Frightgeist, a website with the top 50 costumes of 2021, pulled from the top 500 costume searches domestically. There’s even a map showing popular costumes across the nation as well as a costume wizard feature that will suggest ideas based on spookiness level, style, national or local trends and uniqueness. Hopefully Google will publish it again next year, and hopefully Halloween office parties will be back in full swing.

George Nguyen,

Google Ads’ new conversion goals group conversion actions for account- and campaign-level bidding optimization

The company also introduced a new troubleshooting tool for conversion tags as well as explanations for Search campaigns.

Read More

Google on Penguin algorithm; aims to ignore spammy links but can lead to distrusting your site

Maybe it is best to avoid link building and build a site that naturally gains links?

Read More

PPC campaign launch checklist

Launching and managing a successful campaign takes time and planning. This primer from MoreVisibility will help orient you along the way. It covers audience and goals, channel selection and budget distribution, and campaign assets.

Get your copy now!

Sarah Bird, CEO of Moz, leaving Moz after 14 years

Moz was recently acquired by iContact, and there is no word on who the new CEO will be.

Read More

Messy SEO Part 3: How to find cached images and improve user experience

Anyone who’s worked with website moves and merges knows redirecting the old pages to the new domain is just part of the story. User experience optimization is an equally important stage in any SEO project.

Read More

Join us online next Tuesday and Wednesday at SMX

Optimizing RSAs, the impact of page experience, embracing automation for PPC, and loads more… check out the critical topics you’ll explore with a team of industry experts at SMX, online next Tuesday and Wednesday, November 9-10.

Register for just $289

Holiday shopping SEO: Last-minute tips and techniques for e-commerce sites

How to optimize the work you’ve been doing year-round and what to avoid ahead of the most profitable time of the year.

Read More


  • The evolution of the keyword. Kirk Williams of ZATO Marketing has published the first episode of his PPC Ponderings Podcast. It’s just under 30 minutes and breaks down how the keyword has changed and, consequently, how our relationship with it has changed.
  • “What if performance advertising is just an analytics scam?” “I’m not saying ‘no one buys because of a retargeting/display/branded search ad,’” SparkToro’s Rand Fishkin said in his article about incrementality, “I’m saying, ‘somewhere between 60-99%* of the people exposed to those ads would have purchased anyway.’”
  • LinkedIn’s guide to inclusive language for marketers. Brand values are under more scrutiny than ever. LinkedIn’s seven-page guide to inclusive language provides a thoughtful jumping off point for brands and marketers to consider as they create content, ads or just navigate the modern work environment.

From MarTech

Know someone who would like this newsletter as much as you?

Copy this link to share the Search Engine Land newsletter via email, social, or text: