Ever since Google’s Medic Update in 2018, E-A-T (experience, Expertise, Authoritativeness) has been a hot-button topic in the world of SEO. And not just for health and medical websites, which were among the hardest hit by that update, but for all industries–SaaS, ecommerce, automotive, you name it. Well, Google has since upped the ante, adding another “E” to create the highly intimidating acronym, “E-E-A-T.” What exactly does that mean? And how does it impact your…

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LinkedIn is a fantastic channel for reaching your target audience. It has robust targeting options that can help you reach potential customers in many different ways. It’s also a great channel for retargeting.  An example of a LinkedIn Ad.  But LinkedIn is also an expensive channel to remarket on. At first, reaching back out to users who have already engaged with you at a premium price might feel counterintuitive. However, there are some best practices…

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The “TikTok made me buy it” era is over. Well, not quite, but it isn’t the only platform where users sincerely engage with sponsored content—Spotify is a close second (and may be gunning for the top place). The second volume of Sonic Science, a biometric study that reveals the impact of digital audio and ad engagement, found that Spotify listeners remember the brands they hear about on podcasts or while streaming music. And ad recall…

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If you’re asking investors to make a bet on your business or convincing a customer that yours is the right solution, an executive summary is a critical component of persuasion. Why? Because many key decision-makers and gatekeepers won’t get past page one of your business plan without a really good reason. And that’s where many people go astray. An executive summary isn’t the boiled down CliffsNotes of your business plan. It’s the sizzle reel. The…

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Dynamic Search Ads (DSA) is a great tool that has been around in Google Ads for quite a while now. I’ve liked and used them since way back in 2017. But DSA campaigns operate differently than regular search campaigns, and sometimes I see people get tripped up on best practices that cause them to decide DSA isn’t useful. And that’s a shame because they can deliver great results–when used correctly. Especially when run alongside regular search…

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Back in the olden days, you’d leaf through a huge phone book to find a pet groomer, dentist, or roofer. The internet lifted business listings off of the Yellow Pages, made them digital, and put them on hyper mode. Now you might find the same roofer listed on dozens of directories, search engine results, and map app screens. These listings are a boon to local businesses, delivering ready-to-buy customers right to your front door. But…

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Understanding user behavior is critical to the success of any online business, and Google Analytics 4 (GA4) provides marketers with a powerful tool to gain actionable insights. One of the most important features of GA4 is event tracking, which allows marketers to gather detailed information on user engagement and make data-driven decisions for marketing strategies. In contrast to Universal Analytics, which uses traditional tracking methods, GA4 event tracking relies on a more flexible and customizable…

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