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5 Proven Ways To Increase Your Google Rankings

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5 Proven Ways To Increase Your Google Rankings

Many things have changed in SEO since Google first came online in 1998.

The one thing that hasn’t changed is this: Your organic traffic is directly related to your search engine ranking positions.

If you have a prolific number of keywords in the Google index and they appear at or near the top of the search results, boundless traffic will follow.

Conversely, if you have a great website, but no visibility in the SERPs, you are destined to have little if any organic search traffic.

In this post, I’m going to break down the steps needed to boost your Google SERPs. That said, I know you are equally interested in knowing the following.

How Long Does It Take To Improve Google Rankings?

I’m going to go out on a limb here and give you the definitive answer, “It depends.”

While I recognize this is frustrating and seems like a copout, it’s the truth. SEO doesn’t happen in a vacuum and every situation offers a unique set of variables.

Skill, budget, the level of competition, and how your website stacks up can all play a role in how quickly one can move the dial.

So, bearing that in mind, let’s break it down in a more quantifiable sense and review what you can do to make things happen sooner, rather than later.

During an episode of AskGooglebot in June of 2021, John Mueller, a Google search rep, said it can take “several hours to several weeks” for Google to index new or updated content. He also warned that just because a page gets indexed, doesn’t mean that it will rank for anything right away, if ever.

Due to the number of factors in play, rapid changes in SERPs should not be expected.

Mueller has said in the past that even if you make drastic changes to your website’s design and functionality, it could still take a couple of months or even a year to have an impact.

This, however, doesn’t mean that you should just sit and wait after you upgrade your site. He mentioned some specific ideas for speeding up indexing, which included:

  • Preventing server overload by making your server and website faster.
  • Prominently linking to new pages.
  • Avoiding the use of unnecessary URLs, like category page filters.
  • Taking advantage of user submission methods like uploading sitemap files, and utilizing the URL inspection tool.

Finally, Mueller reiterated the best way to get ranked is to create high-quality content that searchers will find useful. In his words, make your site “fantastic.”

How To Improve Your Google Rankings

To reach the top 10 SERPs in less than a year takes lots of hard work, skill, and sometimes luck.

And this takes us back to the topic of today’s discussion on how to improve your Google ranking.

So, if you want to boost sales and conversions by taking your website to the first page of Google, here are five steps you should take.

1. Start With A Sound Foundation

Poor website structure and information architecture can doom even the best SEO campaigns.

If your website is difficult for users to navigate and Google to crawl, your rankings are likely to suffer. Pay attention to Core Web Vitals.

Perform A Technical SEO Audit

The Google algorithm incorporates thousands of signals, plus machine learning and AI to determine search rankings.

That said, attending to the basics, even today, will give you an advantage over many competitors. Here are the need-to-know steps for conducting an SEO audit.

2. Deliver A Great Page Experience

Google defines page experience as “a set of signals that measure how users perceive the experience of interacting with a web page beyond its pure information value, both on mobile and desktop devices. “

Core Web Vitals

Whether it’s a mobile or desktop site, you must continuously monitor the speed and keep improving it. Specifically, Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS).

File Size

For file size, use your favorite image editing program.

Before uploading, you can further optimize the size of the file with apps like Optimizilla, Image Recycle, and Kraken.io.

Lastly, always confirm that the dimensions of the image fit into the reserved image space to retain a clean, structured look of your live webpage.

Browser Caching

When a web browser loads a page, it loads a number of resources. Browser caching stores these resource files locally on the users’ computers.

That way, when a user navigates to a new page, those resources need not be loaded again.

For most, the best way to enable caching is by adding code to the web host/server .htaccess file.

For WordPress, there are free plugins available to accomplish this, like WP SuperCache.

Script Handling

Before loading countless JS and CSS files to enhance your site, make sure that you need those extra augmentations as they end up slowing down your website.

You can also minify your files by stripping comments, for instance, to keep things running fast.

And if it’s possible to merge several scripts into a single file, go for it. That way, there will only be one retrieving call to the server to load all the scripts.

Here are some tools that can help you measure and monitor Core Web Vitals.

Mobile Friendly

With the evolution of search and the mobile-first index, your website needs to pass the Mobile-Friendly Test.

According to Google “… our crawling, indexing, and ranking systems have typically used the desktop version of a page’s content… Mobile-first indexing means that we’ll use the mobile version of the page for indexing and ranking…”

To avoid mobile ranking problems, you should double down on search intent and performance.

HTTPS

Check if your site’s connection is secure. If the page isn’t served over HTTPS, learn how to make it secure.

No Intrusive Interstitials

Intrusive interstitials are page elements that obscure content from the view of users, typically for the purpose of promotion.

3. Optimize Your Pages For Google

It goes without saying that you must write great content that will keep readers engaged so that they can read to the last paragraph.

To quickly win them over your target audience, start with a quick summary intro that tells the readers what they expect to find in that post.

Now, to make your content friendly for Google, some of the best strategies you can implement are:

Tell Google What Your Pages Are About

Do this by adding structured data throughout your site. That way, Google can easily understand what your content is about.

Schema.org is the format preferred by Google. Schema types include recipes, businesses, products, authors, and more.

Keep Your Titles Short

Apart from turning off your readers as it will be impossible for them to get the full info at a glance, extra-long titles will also hurt your keywords’ SEO impact.

To properly fit the SERP length, keep your titles between 135 and 159 characters. SEO plugins can help you identify titles with excessive characters.

Craft Unique Titles & Meta Descriptions

Even though titles and meta descriptions don’t have a direct impact on your website’s ranking, they are quite significant in portraying your content’s value from the SERP.

Thus, if done right, they can boost your click-through rate and subsequently increase your traffic.

So, make sure that you write unique titles with a simple and attractive description that also contains a target keyword.

Additionally, you should also know that if you don’t write your own unique and vivid meta descriptions with target keywords for your pages, Google will auto-generate them.

Obviously, the auto-generated ones won’t be as effective for your site as the ones you have properly crafted. Still, you should also be careful not to stuff your titles and descriptions with keywords.

Be Specific In Your Internal Anchor Text

Get straight to the point if you want your content to rank for a specific keyword.

Many websites out there unknowingly use vague and elusive anchor texts to link to other pages within their site.

This is a huge mistake because it will not be a clear enough anchor to your visitors and even the search engines.

4. Optimize For Search Intent

The evolution of modern search has its roots in Hummingbird, later supplemented by Rankbrain and then BERT.

The end game for Google is to better understand the context of a search to serve up results that match the intent of a given query. In fact, Google’s continued success depends on it.

Four common types of search (a.k.a. user) intent are:

  • Navigational – a search for a particular website.
  • Informational – a search for knowledge.
  • Commercial – a search for data (like reviews) to make an informed purchase decision.
  • Transactional – a search to make a purchase (where to buy).

How To Optimize For Search Intent

  1. Check the SERPs for the keyword phrase that you are interested in ranking for. If the top results don’t align with your page, you aren’t going to rank. In other words, if Google has decided the intent of a search is informational and your page is transactional, that page will not rank well.
  2. In cases where a page does not match the top results/search intent, you have two choices:
    • Edit your page to match the intent.
    • Create a new page to match the intent.

5. Optimize Internal Links

The links on your website must be placed strategically, and you must ensure that all the links are working properly as well. Here are a few tricks to polish your link game.

Link Architecture

The page depth of your site shouldn’t be more than three clicks; an efficiency hack that sometimes people forget.

A proper internal linking strategy will mean that your best pages appear on the first level.

An effective way of doing this is creating a home page section that links directly to your ‘Best-Selling Products’ or ‘Top Categories’.

Fix Broken Links & Duplicates

Some website owners have a habit of ignoring broken links because they don’t realize the impact of the poor user experience they create.

By running a crawl on your site with tools like Sitebulb, you can easily spot the 404 errors and fix them in a jiffy!

Reclaim Your Site Mentions

Reclaim the mentions of your site by setting a Google Alert that will help you keep track of your brand mentions across the internet.

And in case any of the mentions come without being linked back to your site, contact the webmaster and request them to link back!

Takeaway

SEO can seem overwhelming. It’s easy to get caught up in the paralysis of analysis and do nothing.

That said, it’s important to remember that even in 2022, simply paying attention to the basics, as outlined above, will position you for online success.


Featured Image: Kaspars Grinvalds/Shutterstock

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Google’s AI Overviews Go Viral, Draw Mainstream Media Scrutiny

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Google's AI Overviews Go Viral, Draw Mainstream Media Scrutiny

Google’s rollout of AI-generated overviews in US search results is taking a disastrous turn, with mainstream media outlets like The New York Times, BBC, and CNBC reporting on numerous inaccuracies and bizarre responses.

On social media, users are sharing endless examples of the feature’s nonsensical and sometimes dangerous output.

From recommending non-toxic glue on pizza to suggesting that eating rocks provides nutritional benefits, the blunders would be amusing if they weren’t so alarming.

Mainstream Media Coverage

As reported by The New York Times, Google’s AI overviews struggle with basic facts, claiming that Barack Obama was the first Muslim president of the United States and stating that Andrew Jackson graduated from college in 2005.

These errors undermine trust in Google’s search engine, which more than two billion people rely on for authoritative information worldwide.

Manual Removal & System Refinements

As reported by The Verge, Google is now scrambling to remove the bizarre AI-generated responses and improve its systems manually.

A Google spokesperson confirmed that the company is taking “swift action” to remove problematic responses and using the examples to refine its AI overview feature.

Google’s Rush To AI Integration

The flawed rollout of AI overviews isn’t an isolated incident for Google.

As CNBC notes in its report, Google made several missteps in a rush to integrate AI into its products.

In February, Google was forced to pause its Gemini chatbot after it generated inaccurate images of historical figures and refused to depict white people in most instances.

Before that, the company’s Bard chatbot faced ridicule for sharing incorrect information about outer space, leading to a $100 billion drop in Google’s market value.

Despite these setbacks, industry experts cited by The New York Times suggest that Google has little choice but to continue advancing AI integration to remain competitive.

However, the challenges of taming large language models, which ingest false information and satirical posts, are now more apparent.

The Debate Over AI In Search

The controversy surrounding AI overviews adds fuel to the debate over the risks and limitations of AI.

While the technology holds potential, these missteps remind everyone that more testing is needed before unleashing it on the public.

The BBC notes that Google’s rivals face similar backlash over their attempts to cram more AI tools into their consumer-facing products.

The UK’s data watchdog is investigating Microsoft after it announced a feature that would take continuous screenshots of users’ online activity.

At the same time, actress Scarlett Johansson criticized OpenAI for using a voice likened to her own without permission.

What This Means For Websites & SEO Professionals

Mainstream media coverage of Google’s erroneous AI overviews brings the issue of declining search quality to public attention.

As the company works to address inaccuracies, the incident serves as a cautionary tale for the entire industry.

Important takeaway: Prioritize responsible use of AI technology to ensure the benefits outweigh its risks.



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New Google Search Ads Resemble AI Assistant App

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New Google Search Ads Resemble AI Assistant App

A keynote at Google’s Marketing Live event showed a new AI-powered visual search results that feature advertisements that engage users within the context of an AI-Assisted search, blurring the line between AI-generated search results and advertisements.

Google Lens is a truly helpful app but it becomes unconventional where it blurs the line between an assistant helping users and being led to a shopping cart. This new way of engaging potential customers with AI is so far out there that the presenter doesn’t even call it advertising, he doesn’t even use the word.

Visual Search Traffic Opportunity?

Google’s Group Product Manager Sylvanus Bent, begins the presentation with an overview of the next version of Google Lens visual search that will be useful for surfacing information and for help finding where to buy them.

Sylvanus explained how it will be an opportunity for websites to receive traffic from this new way to search.

“…whether you’re snapping a photo with lens or circling to search something on your social feed, visual search unlocks new ways to explore whatever catches your eye, and we recently announced a newly redesigned results page for Visual search.

Soon, instead of just visual matches, you’ll see a wide range of results, from images to video, web links, and facts about the knowledge graph. It gets people the helpful information they need and creates new opportunities for sites to be discovered.”

It’s hard to say whether or not this will bring search traffic to websites and what the quality of that traffic will be. Will they stick around to read an article? Will they engage with a product review?

Visual Search Results

Sylvanus shares a hypothetical example of someone at an airport baggage claim who falls in like with someone else’s bag. He explains that all the person needs to do is snap a photo of the luggage bag and Google Lens will take them directly to shopping options.

He explains:

“No words, no problem. Just open Lens, take a quick picture and immediately you’ll see options to purchase.

And for the first time, shopping ads will appear at the very top of the results on linked searches, where a business can offer what a consumer is looking for.

This will help them easily purchase something that catches their eye.”

These are image-heavy shopping ads at the top of the search results and as annoying as that may be it’s nowhere near the “next level” advertising that is coming to Google’s search ads where Google presents a paid promotion within the context of an AI Assistant.

Interactive Search Shopping

Sylvanus next describes an AI-powered form advertising that happens directly within search. But he doesn’t call it advertising. He doesn’t even use the word advertising. He suggests this new form of AI search experience is more than offer, saying that, “it’s an experience.”

He’s right to not use the word advertisement because what he describes goes far beyond advertising and blurs the boundaries between search and advertising within the context of AI-powered suggestions, paid suggestions.

Sylvanus explains how this new form of shopping experience works:

“And next, imagine a world where every search ad is more than an offer. It’s an experience. It’s a new way for you to engage more directly with your customers. And we’re exploring search ads with AI powered recommendations across different verticals. So I want to show you an example that’s going live soon and you’ll see even more when we get to shopping.”

He uses the example of someone who needs to store their furniture for a few months and who turns to Google to find short term storage. What he describes is a query for local short term storage that turns into a “dynamic ad experience” that leads the searcher into throwing packing supplies into their shopping cart.

He narrated how it works:

“You search for short term storage and you see an ad for extra space storage. Now you can click into a new dynamic ad experience.

You can select and upload photos of the different rooms in your house, showing how much furniture you have, and then extra space storage with help from Google, AI generates a description of all your belongings for you to verify. You get a recommendation for the right size and type of storage unit and even how much packing supplies you need to get the job done. Then you just go to the website to complete the transaction.

And this is taking the definition of a helpful ad to the next level. It does everything but physically pick up your stuff and move it, and that is cool.”

Step 1: Search For Short Term Storage

1716722762 15 New Google Search Ads Resemble AI Assistant App

The above screenshot shows an advertisement that when clicked takes the user to what looks like an AI-assisted search but is really an interactive advertisement.

Step 2: Upload Photos For “AI Assistance”

1716722762 242 New Google Search Ads Resemble AI Assistant App

The above image is a screenshot of an advertisement that is presented in the context of AI-assisted search.  Masking an advertisement within a different context is the same principal behind an advertorial where an advertisement is hidden in the form of an article. The phrases “Let AI do the heavy lifting” and “AI-powered recommendations” create the context of AI-search that masks the true context of an advertisement.

Step 3: Images Chosen For Uploading

1716722762 187 New Google Search Ads Resemble AI Assistant App

The above screenshot shows how a user uploads an image to the AI-powered advertisement within the context of an AI-powered search app.

The Word “App” Masks That This Is An Ad

Screenshot of interactive advertisement for that identifies itself as an app with the words

Above is a screenshot of how a user uploads a photo to the AI-powered interactive advertisement within the context of a visual search engine, using the word “app” to further the illusion that the user is interacting with an app and not an advertisement.

Upload Process Masks The Advertising Context

Screenshot of interactive advertisement that uses the context of an AI Assistant to mask that this is an advertisement

The phrase “Generative AI is experimental” contributes to the illusion that this is an AI-assisted search.

Step 4: Upload Confirmation

1716722762 395 New Google Search Ads Resemble AI Assistant App

In step 4 the “app” advertisement is for confirming that the AI correctly identified the furniture that needs to be put into storage.

Step 5: AI “Recommendations”

1716722762 588 New Google Search Ads Resemble AI Assistant App

The above screenshot shows “AI recommendations” that look like search results.

The Recommendations Are Ad Units

1716722762 751 New Google Search Ads Resemble AI Assistant App

Those recommendations are actually ad units that when clicked takes the user to the “Extra Space Storage” shopping website.

Step 6: Searcher Visits Advertiser Website

1716722762 929 New Google Search Ads Resemble AI Assistant App

Blurring The Boundaries

What the Google keynote speaker describes is the integration of paid product suggestions into an AI assisted search. This kind of advertising is so far out there that the Googler doesn’t even call it advertising and rightfully so because what this does is blur the line between AI assisted search and advertising. At what point does a helpful AI search become just a platform for using AI to offer paid suggestions?

Watch The Keynote At The 32 Minute Mark

Featured Image by Shutterstock/Ljupco Smokovski

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How Do I Get A Job With A PPC Agency

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Conversion Tracking In PPC Campaigns

This month’s “Ask A PPC” question is particularly significant because the job market has been quite volatile.

“How do I get a job with a PPC agency when I have only worked in-house. What experience would they want?” – Karl Toronto

It’s understandable that people want to know which skills employers seek when hiring for a PPC team. There can be a disparity between what people think they need and what the market actually demands.

We’ll delve into some data and commentary to explain why various traits are valued.

It’s crucial to understand that the ideal candidates will be versatile and have an aptitude for all aspects of digital marketing.

However, no one can excel at everything, so leveraging your strengths or preferences is beneficial.

Ensure that you’re securing the best role for yourself while the company hiring you finds the best fit for them.

Here Are The Essential Skills

  • Analytics.
  • Creativity.
  • Ad network knowledge.
  • Willingness to test/learn.
  • Culture fit.

Discrepancy Between Market Demands And Perceived Needs

I conducted a poll on my LinkedIn to gauge the skills desired by current employers and practitioners.

Screenshot from author, LinkedIn, April 2024

Analytical skills emerged as the most sought-after trait. Employers seek individuals who can interpret numbers and discern the story behind them.

However, relying solely on analytical prowess may overlook the importance of creativity.

Creative skills are vital in today’s ad networks, especially emphasizing visual content like videos and campaign types that force visual content (Performace Max/Demand Gen). Neglecting creativity can hinder a company’s branding efforts.

Unexpectedly, ad network skills and cultural fit were deemed far less critical than analytical skills. Brands should prioritize team cohesion for long-term success, yet this aspect is often undervalued.

The disparity between job descriptions and actual skill requirements contributes to the difficulty in the job market.

Agencies that hire for how PPC used to work will be left wanting. Practitioners who only focus on popular skills instead of needed ones will be made obsolete by the privacy-first era obscuring data and AI owning creative.

Analytical Skills

Analytical abilities involve knowing where to find relevant data sources and understanding how they contribute to success.

While PPC historically relied on measurable outcomes, the landscape is evolving, necessitating adaptability in data analysis. Technical proficiency and strategic acumen are crucial for navigating different data sources.

These include:

  • Customer relationship management (CRM) systems.
  • Google Analytics 4 (GA4).
  • Ecommerce platforms.
  • Content management platforms (CMS).

Empathy for various ad channels improves your candidacy, and knowing how to work with post-click data will give you an edge over those who can only work with ad platform data.

While being highly technical isn’t required, having empathy for coding and scripts will give you a better chance to stay current with evolving data mechanics (especially as APIs become even more important for accessing data blocked by privacy-first regulations).

Here are some takes from PPC experts on why analytics is the most important:

A screenshot of a LinkedIn comment by Georgi Zayakov, who describes himself as analytical Screenshot from author, LinkedIn, April 2024
A LinkedIn post by Kathryn B., a paid media specialist at a PPC agencyScreenshot from LinkedIn, April 2024
Screenshot of a LinkedIn post by Nikolaos B., discussing how marketers must become data-savvyScreenshot from author, LinkedIn, April 2024

Creativity

Creativity is essential for crafting compelling ad content, yet many PPC agencies struggle in this area.

Clients are often tasked with providing creative materials due to cost or complexity constraints.

You’ll get a competitive edge if you have these skills:

  • Video Editing: With the rise of PMax, as well as many ad networks leaning heavily into connected TV, having video editing chops will be a huge asset for any team. If you’re not comfortable using conventional editing tools, AI tools like Descript are a great way to take on those tasks.
  • Graphic Design: No matter the ad network your potential employer is hiring for, you will need some ability to design static images. Whether you use stock photos or AI-generated images or come up with the creative yourself, the days of purely text ads are over. Tools like Canva can help bridge the gap for less technical designers, but don’t discount ad network AI.
  • Content Creation: While the first two categories leaned toward visual content, written content is still important (i.e., most ad formats include some text). Having the ability to understand how diverse audiences prefer to be addressed while respecting the specific requirements of each format is a great skill to hone.

While some roles may prioritize analytics or ad network knowledge, emphasizing creative abilities can distinguish you during the hiring process.

Here are some experts who value creativity:

A screenshot of a LinkedIn post by Erik PetersonScreenshot from author, LinkedIn, April 2024
A screenshot of a Linkedin post by Amy HebdonScreenshot from author, LinkedIn, April 2024

Ad Network Knowledge

Ad network expertise is valuable, but adaptability is paramount as platforms evolve rapidly.

Some agencies will have specialists, while others hire folks they expect to be passable at every network they service. It’s important to understand what workflow will enable you to succeed.

If you’re happy working with all platforms, then don’t shy away from it. However, if you do better in focusing on one aspect of PPC, that’s totally valid. Just know it might limit your ability to get hired into smaller “familyesque” agencies.

Understanding auction dynamics and bidding strategies is crucial.

Many of us who entered the industry when manual bidding was more popular have an unfair advantage over those who came in during the Smart Bidding era (i.e., anything from 2020).

This is because manual bidding requires you to think about the mechanics of each ad platform’s auction and how you could use those mechanics to your advantage in building account structure.

Knowing what to track and allocating appropriate budgets are key considerations.

Understanding that some networks require more conversions than others to run (e.g., Meta Ads’ 50 in a 7-day period vs. Google Ads’ 15 in a 30-day period) should influence what you choose to track, as well as how you report the data.

Additionally, if you are under or over budget, you’ll set yourself up to fail. Knowing which channels require a big investment upfront and what the breaking point for each network is (either on underspending or spending too much) is critical.

Awareness of potential pitfalls, such as false positives or negatives, enhances campaign effectiveness. For example, it’s important to know how to check if automatically applying recommendations is on and what tasks it’s on for.

It’s worth noting that none of the experts who chimed in on the poll made a clear case for ad network knowledge specifically.

Willingness To Test

Success in PPC requires openness to experimentation and a willingness to adapt. While this wasn’t one of the criteria in the poll, it was one of the most popular traits experts look for in hiring.

Perfectionism can hinder progress in a fast-changing environment. Testing new ideas and embracing failure as an opportunity for growth are essential.

While analytical skills aid in test design, empathy and creativity are equally vital for devising effective experiments.

Here is an expert who favors a willingness to test:

Screenshot of a social media post by Mike RhodesScreenshot from author, LinkedIn, April 2024

Cultural Fit

Cultural alignment with an agency fosters productivity and job satisfaction. However, you can only achieve that by being honest with yourself about what you want and the mechanics of how you work.

Agencies demand intense effort and collaboration, making compatibility with colleagues crucial.

Anyone looking to make the shift from in-house to agency needs to be prepared for a much faster pace of work and a lot more agency.

Open communication with leadership regarding preferred management and learning styles will ensure a positive working relationship.

Respect for peers and a supportive atmosphere contribute to a fulfilling work environment.

Here are a few thoughts on cultural fit from polled experts:

The image shows a LinkedIn post by David Zebrout containing text discussing the importance of integrating PPC network knowledge with intertimed optimizations in generating profitable growth.Screenshot from author, LinkedIn, April 2024
LinkedIn post by Lisa Erschbamer discussing the importance of cultural fit and individual personality in team dynamics for effective performance at a PPC Agency.Screenshot from author, LinkedIn, April 2024
A screenshot of a LinkedIn post by Aaron Davies discussing the importance of cultural fit, individual skills, and team communication in marketing for a PPC agency. The post has reactions and a question comment by NavahScreenshot from author, LinkedIn, April 2024

Final Thoughts

Navigating the current job market can be challenging, but understanding industry needs and honing relevant skills increases your chances of success.

Balancing technical proficiency with creativity and cultural fit is essential for thriving in a PPC role. By aligning with market demands and showcasing your strengths, you can secure rewarding opportunities in the field.

Have a question you’d like us to address? Fill out the form!

More resources:


Featured Image: Paulo Bobita/Search Engine Journal

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