Good morning, Marketers, it’s finally a day that has no name, just Wednesday.

Hopefully the commerce folks among us have a chance to come up for air after the whirlwind of days that brought record online sales. Revenue is one thing, profit’s another when steep discounts are involved. Here’s wishing you a healthy bottom line this season. 

Now, how’s this for an unsettling stat? 90% of the content in existence today has been created within the last two years, yet 91% of content gets no traffic from Google. John Shehata, VP of audience development strategy at publishing powerhouse Conde Nast, shared that tidbit at SMX East last month. He discussed how his team helped breathe fresh life into evergreen content. Now for the inspiring stat: “For the first 100 articles that we optimized, we saw a 210% increase in search traffic and our keyword coverage for that content increased by 900%.” He went on to share a step-by-step process for bringing evergreen content back to life

You might recall the dust up earlier this year when lyrics site Genius Media Group said it caught Google “red handed” copying and misappropriating lyrics in search results. Now the company is suing the search giant and Google licensing partner LyricFind for more than $400 million in damages. The case speaks to the broader challenges for sites posed by “zero-click search results” as Google shows more answers in infoboxes or knowledge cards and keeps searchers on the SERPs. 

Read on for a Pro Tip from Greg Gifford on getting support for your GMB accounts. 

Ginny Marvin
Editor-In-Chief

 
 
 
Pro Tip
 

GMB phone support ended, but help from the experts has not

“Google has officially shut down its phone support for Google My Business, but that doesn’t mean you can’t get quality support. The Google My Business Forum is an awesome resource if you’re having any problems with your GMB listing,” explains Greg Gifford of SearchLab. “You can’t talk to anyone from Google, but it’s managed by Google ‘product experts’ (basically, GMB superusers who have special access to Google because they’ve helped users on the forum for a long period of time). In most cases, the product experts will be able to answer your questions but if they get stumped, they can escalate issues directly to Google. The forum is a great place to get help with reinstating suspended listings, report inappropriate reviews or Q&A content, report GMB or maps spam or to get help with verification of a listing.”

Learn More »

 

How to create a seamless cross-channel customer journey with call tracking

Sponsored Content by Invoca

When consumers jump from online to the phone, it can be a frustrating experience. But it doesn’t have to be.

For example, the customer fills out a form online, gets stuck and then decides to call the company. That’s when the relationship usually begins to fall apart. The cause of the communication breakdown is usually the company’s inability to pass data from online to offline realms.

Here’s how you can create a seamless online-to-offline experience for your customers.

Read More »

 
Search Shorts
 

Interstitials, BERT and content

Legal interstitials are fine. Google’s John Mueller said: “Legal interstitials are fine as long as we can index the content without having to do anything special.”

BERT and indexing. BERT does not affect indexing, Mueller also said recently.

Commodity content. When it comes to commodity content, you really need to differentiate yourself. Mueller said it doesn’t matter what kind of site, ultimately you need to find a way to differentiate yourself, especially when it comes to “commodity content”.

 

Do you use Amazon Ads? Are they worth it?

Contribute your two cents to our quick survey: You’ll help us understand how marketers are prioritizing Amazon and other digital commerce advertising platforms — AND you’ll be entered for a chance to win a free ticket to SMX!

Begin The Survey »

 
 
 
What We're Reading
 

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

8 Reasons Your SEO Game is Weak – Authority Labs

Building and Assessing a SEO Holiday Keyword List – Search Metrics

Google News Publisher Center Request Inclusion Bug? – Search Engine Roundtable

Google’s Limits on Political Ads Have a Loophole Trump Could Tap – Bloomberg

Help! I Got a Negative Review From Someone That’s Not My Customer. – Sterling Sky Inc

Results of Removing My Google My Business Listing – Bill Hartzer

Simple Spam Fighting: The Easiest Local Rankings You’ll Ever Earn – Moz

What is Ads Click to Text (SMS) and does it work? – Hallam

When Is a Star Not Always a Star? When It’s an Online Review – New York Times

Why Expedia Blamed Google for Its Earnings Debacle – The Motley Fool