Good morning, Marketers, let’s talk about the power of being the default.

Big tech platforms are in the news over browser defaults again — this time it’s Microsoft’s ecosystem (more on that below; but TLDR; the company restored the ability to change default browsers with a single button). While the option was always technically there, users had to jump through hoops to achieve what they used to be able to do in one click, making it less likely that some users will bother to change browsers at all. Additionally, Microsoft even added prompts to steer users away from Chrome.

Google’s search choice screen, which dropped the auction model it launched with back in June, also had competitors crying foul as the screen was only available during device setup — reassigning defaults after that was a multi-step process. These concessions are better than nothing, but they’re not exactly in line with the transparency these companies often emphasize in their marketing. Why? Because being the default means having a captive audience.

How can you trust an entity or individual that doesn’t let you leave? Whatever gains companies achieve through these tactics has to compensate for the branding hit that they take from frustrated users — I don’t know what those figures look like, but I doubt they’re worth it.

George Nguyen,

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SEO market overview

SEO remains the stalwart mainstay of digital marketing, driving as many as 22% of all website visits. But its practice has become more complex and it involves more considerations than SEOs enjoyed in the “ten blue links” era. Today, SEO includes everything from content marketing to user experience. This 76-page report reviews the market for SEO platforms, plus the latest trends, opportunities, challenges, and vendor profiles.

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Google Ads updated political content policies

Google is ending some election ads exemptions, adding new election ads serving options and changing verification requirements.

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Online next week: Free one-day intensive for serious SEOs

If you’re an SEO craving cutting-edge tactics that move the needle, you won’t want to miss SMX Build: SEO for Developers — a FREE one-day training intensive that explores the tools, testing, tactics, and strategies advanced SEOs need to know. 100% live, 100% virtual, 100% free. Register now and join us online next Tuesday, December 14!

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5 ways to promote inclusion in your marketing organization

Inclusion isn't a given in many organizations. At SMX Next, Dr. Lauren Tucker shared how marketers can promote it.

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From MarTech

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