As digital marketers, we strive to be constantly up-to-date on the latest happening in the online world. We have Search Engine Optimization, Pay-Per-Click Advertising, Web Design, and more covered. Staying on top of digital news is our job and not only pushes us with our ideas and strategies but ensures our clients come out on top as well. Whether it’s a new app exploding on the scene, a Google algorithm update, or the latest behavior tracking tool we’ll review, preview, and make note of it here. So if you’ve missed checking your RSS reader or your favorite sites this week no worries. Come back every Friday for a new collection of our favorites and the most noteworthy pieces from the digital news sphere.

What We’re Reading for November 4th

SEO Changes Over the Past 10 Years

Just as all good things improve over time, so has SEO practices. Gone are the days of link schemes and spammy link-building practices. Content has also had a facelift in the past 10 years. Content is king, as long as there aren’t any questionable tactics such as keyword stuffing. The SERP’s have undergone the most notable changes since 2006. So many changes in fact it’s hard to count all the iterations in the past 10 years. Mobile optimization is another key change. Ten years ago being mobile friendly wasn’t a priority, but today if your site isn’t optimized for mobile expect some pretty high exit and bounce rates. What other changes have you seen in the past 10 years? (Contributed by Online PR Specialist Michelle Bull)

Relationships Over Tactics

At Web Talent Marketing, we pride ourselves on cultivating successful client relationships, but some marketers become focused on the tactics rather than the people. Medium’s post is a friendly reminder of how one tactic, maybe a blog post or email isn’t going to change the world, and instead, marketers must build a brand that creates a memorable and exceptional experience for their clients. (Contributed by Online PR Specialist Sarah Walsh)

Online Shopping in a Mobile World

Mobile shopping has virtually become the only way of shopping. The days of flipping through catalogues are long gone. People now turn to their phones for their shopping needs. Contrary to popular belief, people don’t only want the cheapest option; rather, they want the best option. As search marketers, we know how important it is to businesses to be at the forefront of innovation. Having a solid online shopping experience is now the first step towards achieving digital marketing success. (Contributed by Paid Search Specialist Kevin Koehn)

5 Ways to Improve Your Expanded Text Ads

Since Google moved to the new expanded text ads many marketers have begun to see improvements over the regular ad type. Optmyzr ran a test of over 1.2 million expanded text ads to find out what the best performing ads had in common. From their research Optmyzr combined the five most common traits into this list. Optimizing your ad copy with these 5 tips can be the difference between losing money, and having a healthy ROI. (Contributed by Digital Campaign Lead Jasper Burwell)

Voice Search, Google Home, and the Possibilities

Google Home started shipping this week and people are already posting reviews as well as analyzing the search implications of this new product. You know Amazon’s Echo product well meet Googles. This all knowing small speaker is an assistant, searcher, and helpful home product all rolled into one. You can ask it questions, get feedback, and all sorts of other things. The key however, is the companion app where Google Home can turn searches into links. If you ask Google Home a question it will probably respond to something similar to what the Knowledge Graph would say. But then you can open your app, and click the actual link from where the text came from. It will be interesting to see voice search takes us as it seems to be the next area for SEOs to conquer. (Contributed by Online PR Specialist Anna Horn)

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