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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

One of the most important parts of having a website is making sure your audience can find your site (and find what they’re looking for).

The good news is that Google Search Essentials, formerly called Google Webmaster Guidelines, simplifies the process of optimizing your site for search performance.

After all, getting your target audience to your site and converting them is the whole point of having a website in the first place.

In fact, big-picture marketing strategy is one of the most important conversations I have with clients when they come to me for messaging and website copy.

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Sure, I focus on creating conversion-focused site maps and website copy. Still, it’s also about SEO optimization and having an effective long-term content strategy so that cold traffic can find the site once it goes live.

Even though I use best SEO practices on the main pages, optimizing blog content (and future articles) is an ongoing process that requires staying on top of the latest guidelines.

That’s why Google Search Essentials is a helpful tool for anyone with a website. So, let’s dive into what they are and how to use them.

Free Guide: How to Run a Technical SEO Audit

What are Google Webmaster Guidelines?

What’s actually in the guidelines?

More key webmaster guidelines of Google Search Central

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Following best practices

What I Learned…

What are Google Webmaster Guidelines?

Because most people don’t use the term “webmaster” anymore, the name shifted from Google Webmaster Guidelines to Google Search Essentials.

And if you have a website, it’s Google pulling back the curtain and giving you a rundown of exactly what it’s looking for when it indexes sites so you can make your site perform better in search results.

Realistically, you can use Search Essentials as a foundation for developing your content and overall marketing strategy.

Sarah Blocksidge from Sixth City Marketing says, “It’s just like having the answers in the back of a textbook or having an open note exam.”

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Because Search Essentials unlocks the mystery behind what Google prioritizes, they make it relatively easy to make sure your site is findable, crawlable, and can perform well when people search for related topics.

What’s actually in the guidelines?

If you think of Google Search Essentials as a website 101 primer, you can develop an understanding of how Google works so you can use it to get results.

Because I often look at Google Search Essentials from a writing perspective, I caught up with Michelle Bourbonniere of Words on the Rise, a friend and colleague I often consult for SEO.

“I love Search Essentials — they provide Google’s official documentation for SEO from a technical standpoint,” says Bourbonniere.

She also noted that these guidelines help define what not to do with clear guidelines around what counts as spam and learning actions that will get you in trouble in the long run.

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Ultimately, Google Search Essentials is part of the documentation for Google Search Central and primarily covers the technical requirements, spam policies, and best practices.

Introduction,

The first page you come to on Google Search Essentials reflects basic webmaster guidelines and provides an SEO Starter Guide.

If you’re new to SEO or find it confusing or frustrating, this is a great page to visit to take SEO 101 in bite-sized pieces.

It’s also an excellent reference for anyone who frequently works in SEO to stay on top of updates from Google.

You’ll get an overview of SEO, why it matters, and how to get your website on Google. Also featured on the page:

  • An SEO starter guide.
  • Tips for improving the way your site shows up on Google.
  • An introduction to using Google Search Console to review and monitor performance.

Search Essentials Overview

Because we’re primarily focusing on Google Search Essentials, this page is where you should start. It provides an overview of technical requirements, spam policies, and high-level best practices and gives you links to dive deeper into each section.

The usefulness here lies in the page’s simplicity. I also love that Google includes a reminder that appearing in Google Search results doesn’t come with a financial burden.

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Technical Requirements

The technical requirements of Google Search Essentials are simple — and there are only three:

1. Don’t block Googlebot.

If Googlebot can’t find your site or page, it can’t index your site.

2. Make sure your page works.

Google won’t index the page if your URL triggers an error code.

3. Your content must be indexable.

Ultimately, this just means that the text is readable by Google Search and doesn’t violate spam policies.

The site also provides links for more information on how to check your site against these three rules.

Spam Policies

Google’s web search spam policies are considerably more extensive than the technical requirements.

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It’s essential to stay current on these policies, as they frequently change as the algorithms (and spammers) get increasingly sophisticated.

While they ultimately boil down to avoiding content designed to manipulate the algorithm, Google spells out its spam policies and behavior patterns that can lead to site demotion or removal from search indexing.

More Key Webmaster Guidelines of Google Search Central

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Because a lot more goes into SEO, Google Search Central features considerably more documentation with five specific sections.

Although not specifically part of Search Essentials, because many areas of these guidelines crosslink, I want to share some additional content you can expect to find (and benefit from).

SEO fundamentals

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As I mentioned earlier, much of what I do as a copywriter focuses on optimizing my writing for SEO.

And yes, part of this involves ensuring the headings are tagged appropriately, the content relates to the title and topic, and important keywords are included logically throughout the copy for each page or article.

Understanding helpful content

Performing well with Google’s algorithms goes beyond following best practices for SEO.

The copy and content have to be good — and by that, I mean it has to be helpful or interesting for the reader. It might be showing them how to do something.

Then again, it might also be about sharing thought leadership and helping you become known.

With that in mind, you can see that this section of Google Search Central is more than webmaster guidelines. It’s designed to help you create content that your audience — and therefore Google — likes.

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Google’s E-E-A-T focus elevates content that delivers on experience, expertise, authoritativeness, and trust — and is helpful to your reader.

Crawling and indexing

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Crawling and indexing go deeper into the technical side of SEO so that sites can crawl and index your site. After all, while SEO-optimized writing is absolutely critical for good SEO performance, it’s just the tip of the iceberg.

Good SEO practices also relate to the “stuff” that happens behind the scenes, such as on-page coding as well as site structure and design. You’ll learn more about that in this section.

Ranking and search appearance

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Where SEO fundamentals focus on making sure your site is findable by search engines and crawling and indexing is about technical SEO, ranking and search appearance helps you structure your data so that your site appears the way you want it to on Google.

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You can go into each section to get tips and best practices for improving how you show up when the algorithm delivers your content to users.

Monitoring and debugging

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Sometimes, there’s a reason your content or site may not perform as well or why it may drop lower in searches.

The monitoring and debugging section walks you through the details so you can analyze what’s going on and find a solution to any issues with your site.

Site-specific guides

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Some types of websites have specific best practices — especially e-commerce, international, and multilingual sites. This section includes guidelines for people whose websites fall into those categories.

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Following Best Practices

It’s one thing to understand best practices. It’s something entirely different to make sure your site follows them.

My site ranks well for several keywords, and I work with an SEO expert for on-page support and to help individual articles rank. However, one of the areas that I hadn’t focused as heavily on before writing this was the technical side.

Site Indexing

Sure, I’ve been getting emails from Google Search Console telling me about issues affecting my site and indexing, but I haven’t been taking action.

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So I dove into page indexing to find out which pages aren’t being indexed. And there were a lot of them.

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Clearly, this is a sign that I need to focus more on doing something about these emails when they come in.

Soft 404 Codes

Since the email was about a soft 404, I decided to choose that option first. Luckily, there’s only one page that falls into that category.

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But first, I needed to figure out what a “soft 404” code means. Rather than diving into each section of Search Central, I did a quick search.

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The first result is usually the best, especially when you’re searching within Google’s Search Central for one of its own terms.

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According to the crawling and indexing section on crawler management, a soft 404 code is usually because a URL comes back saying that the page doesn’t exist but also generates a 200 (success) status code.

What does that mean? The page exists. Yet, it doesn’t work at the same time.

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Google goes on to explain why and how that happens:

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Fixing Soft 404 Codes

Since it appears that the page content was missing for some reason, I investigated further, clicking on the link.

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The reason the link generates a soft 404 error is that it points to an item in my shop that’s not currently available.

The next step involved figuring out how the heck Google found that link in the first place, which meant inspecting the URL.

Eureka! The solution is that a landing page that had been pointing to it never got taken down after the sales window closed. And since the program isn’t currently offered, turning it back on wasn’t a reasonable fix.

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Neither was deleting the page since it may be offered again in the future.

That meant I had two options: (1) Delete the landing page or (2) Change the link from a sale to a waitlist.

Instead of deleting the page, potentially causing another error code, I opted to change the link. Problem solved…mostly. All that was left was to let Google know about the changes by following the Search Console prompts.

 

Evaluating Helpful Content through the lens of E-E-A-T

If you’ve been following Google’s updates for the last year, you may have heard about its E-E-A-T framework. Previously, it was E-A-T for expertise, authority, and trust — with the goal of making sure that the content was trustworthy.

Google recently added experience to this, adding a layer to the trustworthiness of content.

Bourbonniere shares that this is an opportunity for writers and brands to distinguish themselves because “humans have something AI writing tools will never have—lived experience and personal stories.”

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While most of my content, especially that on my own site, is based on my personal experience, I know there are opportunities to highlight this.

So, I decided to go back to a blog post that performs well to see how I can update it with an E-E-A-T lens.

That article focuses on writing hero headlines. And, to make sure I’m able to maximize this opportunity, I added a bit of content and context on my own.

I ALSO pasted my content into ChatGPT and used this prompt:

“I wrote an article on hero headlines. Here it is:

[insert article]

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I want to add more personal experience into this. Can you help me find some places where some anecdotes or stories would add gravitas?”

ChatGPT gave me seven places where I could improve the content of the article and ideas for the types of stories I could tell that would add context and highlight my experience.

While I didn’t take GPT up on all of its suggestions, I found its ideas a great starting point. What’s more, enough time had passed since initially publishing the article that I was able to look at it with fresh eyes and find more areas for improvement while adding over 700 helpful words to it. Additionally, I was able to

  • Crosslink more related content on my site.
  • Update the CTA to reflect current offers.
  • Add context to the content outside of what GPT suggested.

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Then, for the purposes of this article, I asked Google Search Console to inspect the URL before submitting it for crawling.

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Even though Google will eventually get around to re-crawling, this action makes it a top priority.

What I Learned…

I could go on for hours about how powerful Google Search Essentials is, especially when combined with Google Search Console and all of the documentation in Google Search Central.

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While I’ve never called myself an SEO expert, I’m a copywriter who knows a lot about SEO. And although I write for humans first, optimizing for SEO is at the core of everything I do. So, admittedly, most of what I learned related to technical SEO.

That said, I have three main takeaways that I wish everyone with a website knew:

Takeaway 1. SEO can be accessible to everyone

In my experience, lots of people clam up when we talk about SEO. They know it’s important, but it’s some kind of magic that happens behind the scenes, and most business owners I talk to don’t want to take the time to learn how it works.

Alternatively, many of the smaller companies I work with don’t think that SEO is important. But the truth is it’s not just for the big guys. And interestingly, my conversation with Bourbonniere covered similar ground.

She pointed out that many people have a misconception that SEO is just for big sites and that enterprise-level SEO is the only kind of SEO out there, saying:

“Instead, what I see is that a lot of smaller websites do really well in search results, and the way that they do so is by having really A-plus content that follows Google’s E-E-A-T.”

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Really, what it boils down to is ensuring that your content ticks the best practices boxes in Search Essentials.

It also means it’s worth your time and energy to make sure you’re optimizing everything for SEO, whether that means doing it yourself or working with a writer or SEO expert to make it happen.

 

Takeaway 2. More isn’t always more

First, one of the most important things to pay attention to in Search Essentials is the spam policies. You don’t want to keyword stuff. You don’t want to confuse Google. And, you don’t want to overuse keywords.

As I was talking with Angela Pointon of 11outof11, she mentioned that one of the biggest things her team sees when it comes to SEO is that more isn’t always more.

She says, “If you focus on the same keywords over and over, your entire website may become redundant instead of useful, and it might confuse Google.”

Pointon recommends using both Google Search Essentials and HubSpot’s SEO Topics functionality to help create clarity around the pages and their individual primary keyword.

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In my experience, choosing a single keyword to focus on and creating great content is far better than overdoing things and creating a confusing piece of content.

Takeaway 3. Google Search Console is an answer guru — use it

Personally, I’ve found Google Search Console to be a game changer, especially in the context of actually using it to fix things. I’m not too proud to say that it’s been a head-in-the-sand thing for me in the past.

Until now, I’ve primarily been using Search Console to identify which search terms people are using to find my site and which pages they’re going to first.

While some of the information is available in Google Analytics, Search Console gives so much more context that I use to decide which content to update or write.

Even with my limited use before now, it took me a few years to really get into Search Console, and I’m not alone.

According to Blocksidge, “On social media and forums, I always see people ask why their website isn’t showing up, and the answer can always be found in Google Search Console. Finding the answer is just a matter of looking for it.”

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Not only is Search Essentials the bible for making sure your stuff shows up on Google, it’s got step-by-step guides for fixing any problems.

And Hardy Desai of Supple Digital, sums it up nicely, saying, “When you learn about how Google’s algorithm creates results pages, you’ll know how to build and maintain a website that Google ‘likes.’”

Want to learn more about technical SEO? Grab our guide!

Search Essentials is a “How to” Guide for Google

The bottom line?

If your site isn’t performing the way you want it to in search results, going to Google Search Central and Search Essentials (formerly known as Webmaster Guidelines) will help you understand what’s not working and give you a roadmap for fixing it.

And that’s invaluable to anyone with a site, whether you’re a webmaster or site owner.

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2 Ways to Take Back the Power in Your Business: Part 2

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2 Ways to Take Back the Power in Your Business: Part 2

2 Ways to Take Back the Power in Your Business

Before we dive into the second way to assume power in your business, let’s revisit Part 1. 

Who informs your marketing strategy? 

YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? 

  • Competitors: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.
  • Colleagues: Their tried-and-true proven tactics or lessons learned.
  • Customers: Their calls, requests, and ideas. 

Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. 

It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. 

It is one thing to learn from and entirely another to be controlled by. 

In Part 1, we explored how knowing what we want is critical to regaining power.

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1) Knowing what you want protects the bottom line.

2) Knowing what you want protects you from the 3 Cs. 

3) Knowing what you want protects you from running on auto-pilot.

You can read Part 1 here; in the meantime, let’s dive in! 

How to Regain Control of Your Business: Knowing Who You Are

Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. 

Consider the diagram below.

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Vertical alignment is the state of internal being centered with who you are at your core. 

Horizontal alignment is the state of external doing engaged with the world around you.

In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. 

From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. 

A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. 

Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. 

1) Knowing who You are Protects You from Horizontal Voices. 

The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. 

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I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. 

I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. 

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She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” 

At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.

Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. 

Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.

Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. 

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Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. 

2) Knowing who You are Protects You from Reactivity.

Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. 

This does not mean you do not adjust tactics or learn. 

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However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:

First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?

If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” 

  • What are their outcomes? 
  • What metrics are they tracking for success? 
  • What is their bottom line against yours? 
  • How do newsletters fit into their strategy and stage(s) of the customer journey? 

Always consider your historical track record of success first and foremost. 

Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? 

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Operate with your head up and your eyes open. 

Maintain focus on your bottom line and ask questions. Revisit your data, and don’t just take their word for it. 

2. Am I allocating time in my schedule?

I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. 

He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. 

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Especially for senior leaders or business owners, but even still for junior staff. 

The time and space to be fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. 

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Kasim Aslam, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. 

“Create three buckets,” he said. “Organize them by the following:

  • Tasks that Generate Revenue
  • Tasks that Cost Me Money
  • Tasks that Didn’t Earn Anything”

He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. 

Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. 

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I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. 


ACTION: Analyze your calendar’s last 30-60 days against the list above. 

Include what is life-giving! 

How are you spending your time? What is the data showing you? Are you on the path to achieving what you want and living in alignment with who you want to be?

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Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. 


Finally, remember: If you will not protect your time, no one else will. 

3) Knowing who You are Protects You from Lack. 

“What are you proud of?” someone asked me last year. 

“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” 

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They looked at me in shock. “You need to read The Gap And The Gain.”

I silently rolled my eyes.

I already knew the premise of the book, or I thought I did. I mused: My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. 

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But I acquiesced. 

The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.

Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.

The book opens with the following story:

Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. 

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The 1994 Olympics were the last of his career. He had one more shot.

Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.

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He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. 

This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. 

Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. 


PERSONAL ACTION: Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. 

Look at how far you’ve come. 

COMPANY ACTION: Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? 

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Celebrate the gain!

Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.


Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). 

Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. 

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Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. 

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In Conclusion…

Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.

Final thoughts as we wrap up: 

First, identify the root issue(s).

Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.

Second, align vertically.

Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. 

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Third, keep the bottom line in view.

Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. 

Fourth, maintain your mindsets.

Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.

Fifth, maintain humility.

I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.

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Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. 

The power lies with you and me.


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Roundel Media Studio: What to Expect From Target’s New Self-Service Platform

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By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.

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But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
Image Source: Target.com

This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

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  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

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  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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MARKETING

Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

Have you noticed how artificial intelligence (AI) is slowly integrating into, well, everything? Then it won’t surprise you to hear that it’s also infiltrated content marketing.

How can AI enhance your content marketing? Through AI transcription.

Want to learn how?

Why AI Transcription is Revolutionary

AI transcription is transforming the way we access and interact with information. Here’s how it’s changing the game:

Rapid Content Transformation

Imagine turning a one-hour podcast or webinar into a comprehensive text document in minutes.

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AI transcription allows for quick conversion of long-form audio and video content, making it a breeze to repurpose these materials into articles, blogs, or reports.

This means you’re spending a lot less time working on making your content as accessible as possible—the AI is doing it for you—and more time on simply creating new content.

Inclusivity and Accessibility

By providing a text version of audio and video content, AI transcription breaks down barriers for people with hearing impairments. This widens your audience.

It also aids non-native speakers in understanding the content better by allowing them to read along, improving comprehension and engagement.

Content Amplification

With AI transcription, a single piece of content can be repurposed into a multitude of formats.

For example, a transcribed interview can be used to create an in-depth blog post, several engaging social media posts, and even quotes for infographics. This not only amplifies your content’s reach but also maximizes the return on investment for every piece of content created.

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SEO Benefits

Transcripts can be a goldmine for SEO. They are rich in keywords spoken naturally during conversations. Including these transcripts on your website or blog can significantly improve your search engine ranking by providing more content for search engines to index.

Real-Time Engagement

With real-time transcription services, audiences can follow along with live events, like conferences or webinars, through captions. This enhances the interactive experience and viewers don’t miss out on important information.

AI transcription is revolutionary because it democratizes content, making it accessible and usable in a variety of formats. It caters to a global audience, and multiplies the impact of the original content, all while improving SEO and user engagement.

Integrating AI Successfully

To truly tap into the power of AI transcription, you need a game plan. It starts with picking the right AI transcription service—one that’s not only accurate but also savvy with the lingo of your field.

Here’s how you can integrate AI transcription into your workflow like a pro:

Record Quality Content

The clearer your audio or video recording, the better your transcription will be. Invest in good recording equipment, minimize background noise, and ensure speakers articulate clearly. Think of it as laying the groundwork for flawless transcription.

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Transcribe with AI

Once you have your high-quality recording, it’s time to let the AI work its magic. Upload your file to AI technology like Clipto and let it transform your spoken words into written text. This step is where the tech shines, turning hours of audio into text in minutes.

Edit and Polish

AI is smart, but it’s not perfect. Review the transcript for any errors or awkward phrasings. Adjust any text you need to. This editing process ensures the final product is not only accurate but also engaging and readable.

Incorporate into Your Strategy

Now that you have your polished transcript, use it to upgrade your marketing materials. Transcripts can be repurposed into blog posts, social media content, eBooks, or even used to enhance video and podcast SEO by providing searchable text.

AI transcription is  a dynamic tool that can extend your capabilities. By treating AI as a collaborative partner, you can enhance your content marketing efforts, making your message clearer, more accessible, and far-reaching. Integrating AI transcription allows you to engage with your audience on multiple levels.

Spicing Up Your Content with AI Transcription

Let’s get real—AI transcription is more than just a fancy way of turning chatter into text. It’s a secret weapon in your content marketing arsenal.

Boosting Quality and Nailing Relevance

Think about it: when you transcribe your audio and video goodies, you’re capturing every little detail and nuance that might have slipped by unnoticed. Here’s the scoop:

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  • Accuracy is Key: With AI, you can nail the exactness of your content, catching the subtle hints and expressions that give it flavor.
  • SEO Magic: Those transcripts are like SEO gold, stuffed with keywords that naturally pop up in conversation, giving your site’s visibility a hearty push.

And the cherry on top? AI transcription can sort out the big themes in your content, keeping your marketing vibe consistent and spot-on across all platforms.

Digging into Data

Now, here comes the detective work. AI transcription lays out all the juicy data about what your audience loves (and doesn’t). With this goldmine of info, you can:

  • Analyze Engagement: Spot the hotspots in your videos or podcasts where people hang on every word—and where they hit the fast-forward button. This insight is like a roadmap to your audience’s heart.
  • Strategize with Confidence: Armed with data, you can tweak your topics, amp up engagement, and keep your audience coming back for more.

So, by turning your spoken content into text, you’re not just filling up space. You’re diving deep into the analytics pool for a smarter, more data-driven approach to content marketing. It’s about getting down to the nitty-gritty of what your audience really likes, making every word you publish count.

Bottom Line

It’s clear that AI transcription is not just a fleeting trend but a robust ally in the realm of content marketing. Equipped with tools to make your message not only heard but felt across the globe.

From crafting precision-packed text that search engines adore to unveiling layers of audience insights waiting to be explored, AI transcription is your go-to for making every piece of content count.

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