smartphone-people
Learn how people-based marketing can improve the targeting, relevance, and results of your paid search campaigns. Your display advertising targets specific audiences, but what about your search marketing? It’s time to think beyond the keyword, and tailor your PPC campaigns based on who is actually viewing or clicking your ad. […]

Using Google Customer Match to optimize PPC campaign performance


google-mobile-iphone-keyboard
Say more with your call-only ad copy! Columnist Allen Finn discusses how you can leverage callout extensions to earn more calls from prospects in a pinch. If you find yourself facing an overflowing toilet, you’re not going to deal with it from the confines of an ergonomic desk chair. There’s […]

How to capture urgent leads with call-only ad extensions


quality-content-writing
To meet Google’s standards for content that deserves a high rank, contributor Brian Ussery suggests following the guidelines the search giant has set for its internal content creators. Google has long stressed the importance of “high-quality content” but has provided little, if any, help for those seeking to create it. Until now. Last […]

‘High-quality content’ tips from Google’s own style guides



Growth-in-the-Internet-of-Things
Don’t turn your attention away from the Internet of Things just yet. Contributor Wesley Young contends that the data provided by connected devices could help smaller players better compete with the big guys. In an age of artificial intelligence (AI), the Internet of Things (IoT) may seem like yesterday’s news, […]

6 ways IoT will make local search for SMBs scalable


millenials_hr
By Anje Dodson, Oracle vice president of HR, Talent Development, HR Technology, and Operations As a vice president of HR at Oracle, I’ve seen a lot of changes in executives’ expectations of HR. And it’s not just Oracle—those changes are part of a global trend. In the next 10 years, […]

The First Steps to Your Future Workforce: Move HCM to ...


facebook-newsfeed
Messenger added support for Instant Articles 14 months ago, but 14 months ago, Facebook’s proprietary format had fewer problems. Fourteen months after Facebook’s Messenger added support for its parent company’s proprietary article format, Messenger will no longer display the Instant Article version of a link when opened within the messaging app. The […]

Facebook will stop displaying Instant Articles within Messenger



gephi-davies
Looking for insights not easily gleaned through spreadsheets and raw data? Columnist Dave Davies explains how to use Gephi, a data visualization tool, to create a visual representation of your site structure with regard to inbound link strength. They say a picture is worth a thousand words — and wow, […]

Visually understanding your site structure and external link weight impact


persona-customer-audience
Which audience lists are you using to amplify your paid search efforts? Columnist Mona Elesseily shares some of her favorites. These days, there are so many audience possibilities that it can be confusing to figure out where to begin. Not all audiences are created equal, though — so in this […]

Audiences to employ for extra online marketing bang!


analytics
The question of which attribution model to use in paid advertising is a tough one to answer, and columnist Andreas Reiffen explains why. Recently, I was asked to comment on my favorite attribution model for paid advertising. Off the top of my head, I didn’t really have one — and […]

The big problem with PPC attribution modeling no one is ...



morris-fam
Today, Working Mother magazine announced its top 100 employers and we’re thrilled Adobe debuted on the list at No. 67! We’ve made a lot of investments in our employee experience over the past several years, with new and expanded benefits that are focused on supporting working parents. Achieving a place on this list shows […]

WORKING MOTHERS ARE POWERFUL ROLE MODELS


canonical-tag-body
What happens when canonical tags get out of control and how can you rein them in? Columnist Patrick Stox shares his findings and insights. Being a technical SEO, I love digging into any weird problems where things don’t seem to work as expected. Canonical tags seem easy enough, but these […]

Canonical tags gone wild


international-flags
There are 7.5 billion people in the world. Are you reaching all of your potential customers with your search marketing campaign? As the world becomes increasingly connected, it’s becoming more vital than ever for virtually all businesses, regardless of size, to have a global online presence. As Search Engine Land […]

Why going global is essential to your business