Good morning, Marketers, and happy holidays!

My family isn’t the most creative in terms of gift giving, so on my birthday and Christmas, my parents would simply ask me, “What do you want?” I’ve taken that “tradition” and posed the same question to a few search marketers to see what’s on their search wishlist for 2022. Here’s what they said:

  • “On the ads side, I’d really like greater insight into custom intent audiences. We currently lack the ability to see how any one individual keyword or website within custom intent affects said audience performance. One website could be leading to positive performance and another poor, but advertisers don’t have the ability to know that at this time.” – Brett Bodofsky, senior paid media specialist at Elumynt
  • “I’d absolutely love a mute phrase or keyword option, just like what Twitter has, so I can use a search engine like normal but certain subjects wouldn’t show up for me. I think it would be so helpful for many users, especially those who are trying to avoid triggering subjects.” – Billie Hyde, SEO training lead at The SEO Works
  • “With Google sunsetting Expanded Text Ads this summer, I want them to follow that up with better segmentation on Responsive Search Ads. I want to see more than which combination of headlines and descriptions got the most impressions, but which got the most conversions, what CPC looks like for each and how CPA varies. Right now, we get aggregates there, but segmenting down to each combination would help get more out of RSAs as Google removes ETAs from the mix.” – John Smith, senior analyst, paid media at Uproer.
  • “It would be cool for there to be an option to click next to each result on the SERP that summarizes a few points that can help users identify if a source is trustworthy.” — Itamar Blauer, SEO consultant. Lidia Infante, senior international SEO manager at BigCommerce, shared a similar wish: “I actually would love to see some type of warning when a site is known for posting conspiracy theories or misinformation.” Google has an “About this result” feature, but it’s somewhat hidden and it seems like people want more in-depth information, such as how many more pages on the site reference the search query.

As for me, I’d like some sort of search intent dropdown menu. Users could select transactional, informational or navigational, for example, and the search results would be filtered with that intent in mind. Ideally, that information would also be available to marketers via Search Console — dream big, am I right?

This is the last newsletter we’ll be sending out until the new year, so on behalf of the Third Door Media team, have a happy and safe holiday!

George Nguyen,
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