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5 Times You Absolutely Must Hire An SEO Pro

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There are plenty of business owners and digital marketing generalists who can handle the everyday management of their own SEO.

Even at the enterprise level, you may have web developers, content creators, and others taking care of tasks that support your SEO program.

However, there are some situations that absolutely require an experienced SEO professional to resolve.

Trying to tackle major issues on your own can result in an inordinate amount of frustration and lost revenue.

So how do you know when the situation calls for

Here are five times when you should absolutely hire an SEO.

1. Google Search Isn’t Indexing Your Website Or Pages

Troubleshooting why your website is missing from Google search results is best handled by a professional.

An experienced SEO will not waste any time and will know what to look for.

It could be a simple oversight that is not allowing Google to crawl your website or a more complex issue with the structure of your website or URL parameters.

It’s possible that your content is plagiarized or that Google thinks it’s too similar to another page on your site.

There are many different reasons, and an SEO professional can help solve the problem and get your website indexed and visible on Google.

2. During A Site Migration Or Redesign

Any time there are major changes to a website’s domain, CMS platform, design layout, navigation, URL structure, etc., there are risks involved.

Blindly putting your website in the hands of a great web designer is not a good idea.

As the business owner, you should understand how the changes made to your website may affect your organic search traffic.

You’ll want to consult with an SEO expert who handles site migrations to get a full breakdown of the different needs and technical demands.

An SEO can help you create a plan to reduce risks, assist in managing the migration, and watch for traffic anomalies post-migration.

3. When Organic Traffic Drops

If you notice that your Google Search traffic is decreasing, would you know what to do?

Site traffic drops can happen for a lot of reasons and most of them can be reversed.

How to fix it isn’t always straightforward, which is why hiring an SEO consultant is a good idea.

It could be a reporting glitch or seasonality trends, an algorithmic change affecting the site at a page level, or a technical issue like a manual action affecting the site.

A professional SEO will be able to review your search traffic trends and detect what the most likely cause for your traffic loss is and provide a clear path to correcting the drop.

4. To Reverse A Manual Action

If you suspect organic traffic drops are due to manual action, the first step will be detecting what type of manual action took place and which pages are affected.

You need to fix all of the issues on all of the affected pages before submitting for a reconsideration review.

A reconsideration review will explain the exact quality issues on your site, the efforts and steps you’ve taken to fix them, and document the outcome of your efforts.

It needs to provide Google with good-faith assurance that it won’t happen again, you’ve turned the corner and won’t continue to spam the internet.

All of which need to be handled with care and by someone with experience navigating manual actions.

5. Not Getting Results From SEO Strategy

Maybe you’ve been working with a junior SEO or a well-known SEO agency and are not seeing the results you expected or need from your organic channel marketing efforts.

Maybe your SEO strategy worked really well and you’ve been too busy to devote the time needed to keep the lead machine operating smoothly.

Maybe you have been DIY-ing SEO and no longer enjoy it.

Whatever the reason, if you are unhappy with your current organic strategy, then it is time to hire an SEO.

Listen to your intuition, free up the mental space, and continue to tackle other aspects of your business that spark joy.

Choosing An SEO

I’ve worked in search marketing for well over a decade, and during this time, I’ve seen long-term marketers share bad advice and newcomers share really good advice.

I’ve seen people gain popularity quickly and know a few that prefer to fly under the radar.

So, this list is not going to include years of practice or contain any reference to popularity metrics.

These six tips, however, are going to help you choose an SEO that best aligns with your business goals.

1. Clear Communication 

Communication is number one. You need to understand what your SEO is recommending, how it will be implemented, and how results will be tracked.

Ask for explanations if something is unclear.

Ultimately, it’s your business that is on the line so it is in your best interest to know exactly how a marketer plans to help you.

Google warns that deceptive or misleading tactics, such as doorway pages or “throwaway” domains, could result in your website being removed from Google’s index.

There is a level of comfort and ease that is felt when you know someone has your best interest in mind.

Red flags will arise when you feel like “just a number” and quickly move along without any explanation.

2. Strategy Aligns With Your Business Goals

Be prepared to pay upfront for an SEO audit so the strategy can be tailored to fit your business goals.

Before you sign a contract or agree to work with someone, you need to make sure that their idea is in line with your own idea for your business.

While it is true that marketers can not promise or otherwise guarantee results, they can align their strategy and goals with what you define as a win.

For example, let’s say you’re hiring an SEO because the leads your website is currently generating are not any good.

If the SEO you chat with reviews Google Search Console clicks and says, “Hey, you can increase traffic by 300% by bumping this keyword from position seven to position three!” – that’s not a good match.

You don’t want to increase traffic to pages that are generating poor-quality leads.

If the SEO you chat with plans on starting with speaking to your sales team to define a good keyword strategy, now you have someone who is listening to your business’s needs and working to help you meet goals.

3. Knowledge Of SEO

There are many different specialties within the blanket term of search engine optimization.

For example, if you’re going through a site migration then you’re going to look for an SEO with a technical skillset.

Whereas, if you were ranking well and have sense loss traffic, you’ll want someone who has a good understanding of organic content strategy to regain your keyword rankings.

Maybe your website is technically sound and you have content that converts well, and now you’re looking for someone with PR chops to win more backlinks.

Just like when you build an app, the developer needs to be able to code in that language. The SEO you hire needs to have knowledge of the type of SEO that your website needs.

4. Cost Of Service

Before you start looking, it’s important to determine a marketing budget where you can reasonably not expect results for the next six to 12 months.

The cost of SEO services varies a lot depending on the type of service, the provider, and the plan.

In 2022, SEO packages are not as common as a monthly retainer.

For local SEO, the price range is between $300 and $1,500 per month, while national or international retainers fall between $5,000 and $10,000 per month.

Hourly rates for SEO consultants fall between $75 and $1,500 per hour.

5. Expectations 

When hiring an SEO, be sure to have your expectations in check.

A study from 2017 tracked keyword positioning on 2 million pages over the course of one year.

After one year, only 5.7% of all studied pages ranked in the top 10 search results for at least one keyword.

Proving that SEO is a long-haul game.

It took between two and six months for the “lucky pages” to make it to the first page.

Actually, I shouldn’t call these pages “lucky” because there was likely an SEO behind the scenes putting in work.

6. Ask For References

Even if an SEO shares amazing results on social media, or is referred by a friend, or has great case studies – ask for references.

Just as you would when hiring an employee.

When checking references, ask questions to find out if the SEO’s guidance was helpful and sustainable.

The mark of a good SEO is their ability to integrate the optimization processes into the general business operations.

You’ll want to make sure that the SEO practitioner focuses on long-term wins and not just quick fixes.

Questions To Ask When Hiring An SEO

When hiring an SEO questions like, “How will you improve my website?” are not helpful because they may have a different idea of what “improve” means than you do.

Try to phrase your questions in a way that provides a better idea of whether their processes align with your business objectives.

Here are seven questions to ask when hiring an SEO:

  1. Can you share a success story where you’ve solved a problem similar to mine?
  2. How do you measure the success of your SEO campaign?
  3. How often will I receive campaign updates and analytics?
  4. What are the most important SEO techniques?
  5. What areas (if any) do you outsource?
  6. What are your fees and payment terms?
  7. What happens when we part ways?

Final Thoughts

A lot of SEO best practices can be handled in-house, once you have basic SEO skills and processes in place.

There are, however, situations where you are better off hiring a professional SEO – like a site migration or reversing a drop in organic traffic.

During the hiring process, be sure to ask questions that will help you find an SEO that aligns with your marketing goals.

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Featured Image: insta_photos/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!

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Featured Image: Paulo Bobita/Search Engine Journal

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