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SEO Best Practices for Migrating to Shopify

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SEO Best Practices for Migrating to Shopify

Imagine the despair you would feel seeing your new Shopify store’s organic traffic tank, sales evaporate, and page 1 rankings drop from search results.

After spending months building out your new Shopify site, sleepless nights going back and forth with web designers and developers, nail-biting hours spent refreshing your Analytics, and waiting for sales to trickle in again, let’s just say, migrating to a new ecommerce platform can be a daunting task.

But don’t worry, this won’t be you.

By following these SEO best practices for migrating to Shopify, you can eliminate the anxiety and pave the way for a smooth transition to your new Shopify store.

Why Migrate To Shopify?

Shopify is the global leader in supporting independent ecommerce brands to branch out and grow their store on their own terms.

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It’s a great alternative to the likes of Amazon, allowing merchants more control over their brand and marketing.

In 2021, merchants sold $175.4 billion in sales through the Shopify platform.

They’ve recently welcomed onboard some massive brands like Hello Fresh and French Connection.

With an inexhaustible library of apps and access to Shopify marketing experts and developers, it’s a comprehensive and attractive platform for taking your business to the next level.

Migrating To Shopify

If you’re ready to take the plunge and migrate your ecommerce store over to Shopify, take the time to understand the SEO implications of migration.

The last thing any business owner wants is to lose all their hard-earned domain authority, backlinks, and organic traffic.

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Regardless of how large or small your business is, migrating to a new ecommerce platform is not an easy process but heed this warning don’t migrate your store to Shopify without a plan.

If you don’t plan and execute a migration correctly, organic traffic can be cut by 50% within weeks of migrating.

For instance, while migrating, a web designer treated the new website as a whole new business.

When migration occurred, there were no 301 redirects in place, resulting in 404 pages and crawl errors everywhere.

These errors signaled to the Google bots to stop crawling the pages.

As you can imagine, it didn’t take long for traffic to flatline.

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No crawling means no indexing and no indexing means no URLs will show in search results.

And just like that, you can kiss your hard-earning SEO goodbye.

Pre-Migration

1. Set Up The New Shopify Store

Signing up and selecting a plan is the first step.

Select a Shopify theme according to your needs.

Use this as an opportunity to refresh the canonical link structure and SEO setup of your store. Consider the following.

  • Navigation structure – Are your top-ranking pages or highest value collections or products accessible through your site’s navigation? Does the flow of your navigation make it easy for your customer to find what they are looking for?
  • Collections – Shopify utilizes ‘collections’ to group similar products. These are critical pages for SEO, and you want to ensure your products are categorized logically.
  • Pages – Now is the perfect time to audit and review the key pages of your store. In Shopify, ‘pages’ are informational in nature and include your ‘About’ page, ‘Contact’ page, ‘Shipping and Delivery’ pages, etc. Pages like these are important trust signals for your site’s SEO.
  • Products – These are your transactional pages, and keywords will most likely be transactional in nature. Shopify automatically creates product URLs based on the product name, but you can edit these as you create or review your products. If there are changes to an already published product, an automatic 301 redirect is created to the new URL.
  • Blog – Shopify hosts your blog content within its own platform. Now is the time for a content audit to make sure you’re capitalizing on your blog and not migrating useless content.

2. Review Canonical Link Structure

The canonical link structure tells search engines which page you want to rank.

For example, if you have a variant of a product or a product included in multiple collections, new URLs are automatically created for each.

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Allowing these URLs to rank can cause indexing bloat and may take away from your SEO efforts in getting the original product or collection to rank.

You can set your canonical link structure to point back to the original product or collection you wish to rank for using a simple line of code known as a rel canonical tag,

For example, the URL: myonlineshop.com/collections/shoes/products/brown-shoe
or myonlineshop.com/products/brown-shoe?variant=123856445631

will have a canonicalized URL to:

myonlineshop.com/products/brown-shoe.

You can check whether rel canonical is in use by viewing the page source of a couple of pages, collections, or products, and searching for ‘rel canonical’ in the HTML code.

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If it is not in use or used incorrectly, the following code can be added between the <head> and </head> lines of your theme.liquid file in Shopify:

<link rel=”canonical” href=”{{ canonical_URL }}” />

So in our example, the rel canonical tag will look like this:

<link rel=”canonical” href=”https://myonlineshop.com/products/brown-shoe” />

If your store contains over 100 SKUs, you likely use tags on collections to filter.

This produces a collection URL like https://myonlineshop.com/collections/shoes/brown.

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It’s rare to index these because of the difficulty in editing the content in a way that is different from the parent collections (the exception is if you have a large inventory strategy to capture search intent).

In this case, you want the tagged collection URL to canonicalize to the parent collection.

Find:

<link rel=”canonical” href=”{{ canonical_URL }}” />

And replace it with:

{% if template contains ‘collection’ and current_tags -%}

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<link rel=”canonical” href=”{{ shop.url }}{{ collection.url }}{% if current_page > 1 %}?page={{ current_page }}{% endif %}” />

{%- else -%}

<link rel=”canonical” href=”{{ canonical_url }}” />

{%- endif %}

3. Backup Everything

Backup your old website.

The best way to do this varies by platform.

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Do a full Screaming Frog scan to capture key SEO data so you can recrawl the list of URLs for 301 status post-migration.

Export the scan to review the data later.

Screenshot from Screaming Frog, taken February 2022

4. Setup 301 Redirects From Old Url To New Shopify URL

This is the most critical step for SEO in migration to Shopify.

You will need to set up 301 redirects from your old website URLs to the new Shopify URLs.

If your domain changes, a domain redirect is not enough.

Each page, collection, and product that you are migrating from your old site will need an appropriate 301 redirect set up.

The easiest way to set up 301 redirects is to export your old domain’s site index either directly from your store following the instructions, or using a program like Screaming Frog.

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Using a Google sheet, you can then map out your 301 redirects to your new Shopify URLs.

It’s time-intensive but important to get right.

From an SEO perspective, you don’t want to risk losing valuable backlinks and page authority you may have gained over the years to singular pages.

Redirect won’t come into effect in Shopify unless the old page has been deleted.

You can use Screaming Frog to double-check that all URLs have been correctly redirected.

5. Consider Internationalization

You can run a multi-lingual, multi-regional brand under a single Shopify account.

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The best international strategy for a single business is usually multiple Shopify accounts because it allows complete customization of theme, layout, messaging, product offering, and fulfillment.

The primary SEO factor to consider for internationalization SEO is hreflang tags.

We strongly suggest using the Multi-Store Hreflang Tags app to configure hreflang tags across multiple stores.

That way, you avoid duplicate content, pass rank value between alternate pages, avoid 404s, and get the flexibility to customize URL handles to suit the language native to users.

Hundreds of Shopify stores are sabotaging their SEO by keeping the same language structure in their URL handles across all stores. An English store should contain English handles while a Spanish store should contain Spanish handles.

Here’s a screenshot of the allbirds.com homepage.

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Allbirds hreflang tag exampleScreenshot from Allbirds, taken February 2022

This is a great example of how even huge global brands can get it wrong.

Allbirds have nine domains serving different countries and languages and there is no cross-referencing between their hreflang tags.

With the correct hreflang tags, you can let Google know the most relevant store to serve in the search results and immediately take customers to the right store straight from the search results.

This will also leverage your local SEO, allowing each store to more aggressively compete on local SERPs rather than against each other.

6. Timing

Migrate outside a peak period.

You’re asking for a death wish doing it on BFCM.

Plan your resources accordingly and make sure to have all your key staff available should anything turn sour.

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7. Migrate Content

To perform the actual migration of content, Cart2Cart is recommended. This enables the automated transfer of your store’s content without impacting your existing shopping cart.

Their service supports over 85 ecommerce platforms.

A handy tool on their website shows the services they support and what they cover.

cart2cart shopify migrationScreenshot from Cart2Cart, taken February 2022

8. Update Internal Linking Structure

Once you have successfully migrated all of your content, you will notice your new redirects come into effect for internal links.

This isn’t ideal as an SEO best practice to have all links taking the user directly to the URL rather than via a 301 redirect.

While a redirect helps to pass on link authority, it’s important not to rely on them when links can be updated directly.

I’ve seen many clients stuck in the pattern of redirecting redirects, creating an awful redirect chain which often results in broken links and a terrible customer experience.

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A program such as Ahrefs makes it easy to identify 301 redirects or any 404 broken internal links that have resulted from the migration.

These can easily be remedied by simply going to the page where the 301 or 404 is occurring, and updating the link to the most appropriate new Shopify URL.

Post-Migration

1. Annotate Launch In Google Analytics

In Google Analytics, select Audience and then Overview.

From here you can click the Create new annotation button.

It’s important to mark the date in Analytics of when the migration took place so you can monitor any traffic or sales changes.

Google Analytics Create an AnnotationScreenshot from Google Analytics, taken February 2022

2. Submit New Sitemap To Google And Bing

Open Google Search Console and under Index, select Sitemaps.

Submit your new sitemap.

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You can find your sitemap in Shopify at yourdomain.com/sitemap.xml.

Within that parent sitemap, are child sitemaps for each content type.

Proceed to do the same for Bing.

3. Submit Change Of Address Request In Google Search Console And Complete Bing Site Move Tool

This step is only needed if the domain URL changes.

Google has detailed instructions of when and how to use this tool.

Google Change of Address notificationScreenshot from Google Search Console, taken February 2022

4. Check That Google Analytics And Search Console Are Functioning Correctly

Log into both Google Analytics and Google Search Console to make sure all your traffic data is being picked up for your new store.

After 24 hours, you will have more data to determine whether sales and traffic are properly attributed.

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There are two reports in Google Analytics that provide the easiest feedback for this:

Channel sales report: A correct setup will show various sales channels being attributed. A broken setup will report most sales coming from referrals or showing incorrect revenue data.

Shopping Behaviour report: This report should display full data including cart abandonment statistics.

Keep in mind these are just benchmarks and there are still many ways incorrectly set up Google Analytics.

Shopify transactions reflected in Analytics, does not ensure correct setup.

For more detailed information about setting up data reporting in Google Analytics for your Shopify store, refer to this guide.

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5. Outreach To Highest-authority Backlinks To Get Them To Update To New URLs If Possible.

Use a tool like Ahrefs or Moz to generate a backlink report.

From here, you can review which websites hosting backlinks to your store are worth reaching out to.

The goal is to get any 301 or 404 links updated to your new URLs.

This is also providing the website host value in keeping their content up to date and creating a better reader experience.

Win-win!

For SEO purposes, it’s always best practice to have URLs taking the user to the direct URL in mention, rather than via a 301 redirect.

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If it points to a 404 page, and the website host is unwilling or unresponsive to updating the URL for you, the best you can do is create a 301 redirect for the 404 page.

6. Recrawl The Old Website

Now is the time to recrawl the URL from your old website and correct any outstanding 404 broken links.

Setup 301 redirects if needed.

Check and check again.

Did I mention to check again?

7. Monitor 404s

There are several Shopify apps, such as Link Monitor and Easy Redirects, which will automatically monitor and report 404s as they arise.

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Ahrefs also does the job with their site audit tool.

Otherwise, you can create a custom Google Analytics report to monitor and rectify 404 errors.

Shopify Migration Success Is Possible

While not every migration to Shopify will be all rainbows and butterflies, following these steps can help get the best possible results.

There’s zero need to migrate and lose all your hard-earned SEO wins.

You’ve worked hard for them and with these SEO best practices for migrating to Shopify, you can take them with you.

More resources:

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Featured Image: fatmawati achmad zaenuri/Shutterstock




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WordPress Releases A Performance Plugin For “Near-Instant Load Times”

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WordPress speculative loading plugin

WordPress released an official plugin that adds support for a cutting edge technology called speculative loading that can help boost site performance and improve the user experience for site visitors.

Speculative Loading

Rendering means constructing the entire webpage so that it instantly displays (rendering). When your browser downloads the HTML, images, and other resources and puts it together into a webpage, that’s rendering. Prerendering is putting that webpage together (rendering it) in the background.

What this plugin does is to enable the browser to prerender the entire webpage that a user might navigate to next. The plugin does that by anticipating which webpage the user might navigate to based on where they are hovering.

Chrome lists a preference for only prerendering when there is an at least 80% probability of a user navigating to another webpage. The official Chrome support page for prerendering explains:

“Pages should only be prerendered when there is a high probability the page will be loaded by the user. This is why the Chrome address bar prerendering options only happen when there is such a high probability (greater than 80% of the time).

There is also a caveat in that same developer page that prerendering may not happen based on user settings, memory usage and other scenarios (more details below about how analytics handles prerendering).

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The Speculative Loading API solves a problem that previous solutions could not because in the past they were simply prefetching resources like JavaScript and CSS but not actually prerendering the entire webpage.

The official WordPress announcement explains it like this:

Introducing the Speculation Rules API
The Speculation Rules API is a new web API that solves the above problems. It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation. This API can be used, for example, to prerender any links on a page whenever the user hovers over them.”

The official WordPress page about this new functionality describes it:

“The Speculation Rules API is a new web API… It allows defining rules to dynamically prefetch and/or prerender URLs of certain structure based on user interaction, in JSON syntax—or in other words, speculatively preload those URLs before the navigation.

This API can be used, for example, to prerender any links on a page whenever the user hovers over them. Also, with the Speculation Rules API, “prerender” actually means to prerender the entire page, including running JavaScript. This can lead to near-instant load times once the user clicks on the link as the page would have most likely already been loaded in its entirety. However that is only one of the possible configurations.”

The new WordPress plugin adds support for the Speculation Rules API. The Mozilla developer pages, a great resource for HTML technical understanding describes it like this:

“The Speculation Rules API is designed to improve performance for future navigations. It targets document URLs rather than specific resource files, and so makes sense for multi-page applications (MPAs) rather than single-page applications (SPAs).

The Speculation Rules API provides an alternative to the widely-available <link rel=”prefetch”> feature and is designed to supersede the Chrome-only deprecated <link rel=”prerender”> feature. It provides many improvements over these technologies, along with a more expressive, configurable syntax for specifying which documents should be prefetched or prerendered.”

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See also: Are Websites Getting Faster? New Data Reveals Mixed Results

Performance Lab Plugin

The new plugin was developed by the official WordPress performance team which occasionally rolls out new plugins for users to test ahead of possible inclusion into the actual WordPress core. So it’s a good opportunity to be first to try out new performance technologies.

The new WordPress plugin is by default set to prerender “WordPress frontend URLs” which are pages, posts, and archive pages. How it works can be fine-tuned under the settings:

Settings > Reading > Speculative Loading

Browser Compatibility

The Speculative API is supported by Chrome 108 however the specific rules used by the new plugin require Chrome 121 or higher. Chrome 121 was released in early 2024.

Browsers that do not support will simply ignore the plugin and will have no effect on the user experience.

Check out the new Speculative Loading WordPress plugin developed by the official core WordPress performance team.

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How Analytics Handles Prerendering

A WordPress developer commented with a question asking how Analytics would handle prerendering and someone else answered that it’s up to the Analytics provider to detect a prerender and not count it as a page load or site visit.

Fortunately both Google Analytics and Google Publisher Tags (GPT) both are able to handle prerenders. The Chrome developers support page has a note about how analytics handles prerendering:

“Google Analytics handles prerender by delaying until activation by default as of September 2023, and Google Publisher Tag (GPT) made a similar change to delay triggering advertisements until activation as of November 2023.”

Possible Conflict With Ad Blocker Extensions

There are a couple things to be aware of about this plugin, aside from the fact that it’s an experimental feature that requires Chrome 121 or higher.

A comment by a WordPress plugin developer that this feature may not work with browsers that are using the uBlock Origin ad blocking browser extension.

Download the plugin:
Speculative Loading Plugin by the WordPress Performance Team

Read the announcement at WordPress
Speculative Loading in WordPress

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See also: WordPress, Wix & Squarespace Show Best CWV Rate Of Improvement

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10 Paid Search & PPC Planning Best Practices

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10 Paid Search & PPC Planning Best Practices

Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.

Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.

Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.

As you review, you’ll find new strategies and features to incorporate into your paid search program, too.

Here are 10 PPC best practices to help you adjust and plan for the months ahead.

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1. Goals

When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.

Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.

You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.

2. Budget Review & Optimization

Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.

To best utilize budgets, consider the following:

  • Reconcile your planned vs. spend for each account or campaign on a regular basis. Depending on the budget size, monthly, quarterly, or semiannually will work as long as you can hit budget numbers.
  • Determine if there are any campaigns that should be eliminated at this time to free up the budget for other campaigns.
  • Is there additional traffic available to capture and grow results for successful campaigns? The ad platforms often include a tool that will provide an estimated daily budget with clicks and costs. This is just an estimate to show more click potential if you are interested.
  • If other paid media channels perform mediocrely, does it make sense to shift those budgets to another?
  • For the overall paid search and paid social budget, can your company invest more in the positive campaign results?

3. Consider New Ad Platforms

If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.

Go beyond your comfort zone in Google, Microsoft, and Meta Ads.

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Here are a few other advertising platforms to consider testing:

  • LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
  • TikTok: Younger Gen Z audience (16 to 24), video.
  • Pinterest: Products, services, and consumer goods with a female-focused target.
  • Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.

Need more detailed information and even more ideas? Read more about the 5 Best Google Ads Alternatives.

4. Top Topics in Google Ads & Microsoft Ads

Recently, trends in search and social ad platforms have presented opportunities to connect with prospects more precisely, creatively, and effectively.

Don’t overlook newer targeting and campaign types you may not have tried yet.

  • Video: Incorporating video into your PPC accounts takes some planning for the goals, ad creative, targeting, and ad types. There is a lot of opportunity here as you can simply include video in responsive display ads or get in-depth in YouTube targeting.
  • Performance Max: This automated campaign type serves across all of Google’s ad inventory. Microsoft Ads recently released PMAX so you can plan for consistency in campaign types across platforms. Do you want to allocate budget to PMax campaigns? Learn more about how PMax compares to search.
  • Automation: While AI can’t replace human strategy and creativity, it can help manage your campaigns more easily. During planning, identify which elements you want to automate, such as automatically created assets and/or how to successfully guide the AI in the Performance Max campaigns.

While exploring new features, check out some hidden PPC features you probably don’t know about.

5. Revisit Keywords

The role of keywords has evolved over the past several years with match types being less precise and loosening up to consider searcher intent.

For example, [exact match] keywords previously would literally match with the exact keyword search query. Now, ads can be triggered by search queries with the same meaning or intent.

A great planning exercise is to lay out keyword groups and evaluate if they are still accurately representing your brand and product/service.

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Review search term queries triggering ads to discover trends and behavior you may not have considered. It’s possible this has impacted performance and conversions over time.

Critical to your strategy:

  • Review the current keyword rules and determine if this may impact your account in terms of close variants or shifts in traffic volume.
  • Brush up on how keywords work in each platform because the differences really matter!
  • Review search term reports more frequently for irrelevant keywords that may pop up from match type changes. Incorporate these into match type changes or negative keywords lists as appropriate.

6. Revisit Your Audiences

Review the audiences you selected in the past, especially given so many campaign types that are intent-driven.

Automated features that expand your audience could be helpful, but keep an eye out for performance metrics and behavior on-site post-click.

Remember, an audience is simply a list of users who are grouped together by interests or behavior online.

Therefore, there are unlimited ways to mix and match those audiences and target per the sales funnel.

Here are a few opportunities to explore and test:

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  • LinkedIn user targeting: Besides LinkedIn, this can be found exclusively in Microsoft Ads.
  • Detailed Demographics: Marital status, parental status, home ownership, education, household income.
  • In-market and custom intent: Searches and online behavior signaling buying cues.
  • Remarketing: Advertisers website visitors, interactions with ads, and video/ YouTube.

Note: This varies per the campaign type and seems to be updated frequently, so make this a regular check-point in your campaign management for all platforms.

7. Organize Data Sources

You will likely be running campaigns on different platforms with combinations of search, display, video, etc.

Looking back at your goals, what is the important data, and which platforms will you use to review and report? Can you get the majority of data in one analytics platform to compare and share?

Millions of companies use Google Analytics, which is a good option for centralized viewing of advertising performance, website behavior, and conversions.

8. Reevaluate How You Report

Have you been using the same performance report for years?

It’s time to reevaluate your essential PPC key metrics and replace or add that data to your reports.

There are two great resources to kick off this exercise:

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Your objectives in reevaluating the reporting are:

  • Are we still using this data? Is it still relevant?
  • Is the data we are viewing actionable?
  • What new metrics should we consider adding we haven’t thought about?
  • How often do we need to see this data?
  • Do the stakeholders receiving the report understand what they are looking at (aka data visualization)?

Adding new data should be purposeful, actionable, and helpful in making decisions for the marketing plan. It’s also helpful to decide what type of data is good to see as “deep dives” as needed.

9. Consider Using Scripts

The current ad platforms have plenty of AI recommendations and automated rules, and there is no shortage of third-party tools that can help with optimizations.

Scripts is another method for advertisers with large accounts or some scripting skills to automate report generation and repetitive tasks in their Google Ads accounts.

Navigating the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal that provides use cases and resources to get started with scripts.

Luckily, you don’t need a Ph.D. in computer science — there are plenty of resources online with free or templated scripts.

10. Seek Collaboration

Another effective planning tactic is to seek out friendly resources and second opinions.

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Much of the skill and science of PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.

You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.

Preparing For Paid Media Success

Strategies should be based on clear and measurable business goals. Then, you can evaluate the current status of your campaigns based on those new targets.

Your paid media strategy should also be built with an eye for both past performance and future opportunities. Look backward and reevaluate your existing assumptions and systems while investigating new platforms, topics, audiences, and technologies.

Also, stay current with trends and keep learning. Check out ebooks, social media experts, and industry publications for resources and motivational tips.

More resources: 

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Google Limits News Links In California Over Proposed ‘Link Tax’ Law

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A brown cardboard price tag with a twine string and a black dollar sign symbol, influenced by the Link Tax Law, set against a dark gray background.

Google announced that it plans to reduce access to California news websites for a portion of users in the state.

The decision comes as Google prepares for the potential passage of the California Journalism Preservation Act (CJPA), a bill requiring online platforms like Google to pay news publishers for linking to their content.

What Is The California Journalism Preservation Act?

The CJPA, introduced in the California State Legislature, aims to support local journalism by creating what Google refers to as a “link tax.”

If passed, the Act would force companies like Google to pay media outlets when sending readers to news articles.

However, Google believes this approach needs to be revised and could harm rather than help the news industry.

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Jaffer Zaidi, Google’s VP of Global News Partnerships, stated in a blog post:

“It would favor media conglomerates and hedge funds—who’ve been lobbying for this bill—and could use funds from CJPA to continue to buy up local California newspapers, strip them of journalists, and create more ghost papers that operate with a skeleton crew to produce only low-cost, and often low-quality, content.”

Google’s Response

To assess the potential impact of the CJPA on its services, Google is running a test with a percentage of California users.

During this test, Google will remove links to California news websites that the proposed legislation could cover.

Zaidi states:

“To prepare for possible CJPA implications, we are beginning a short-term test for a small percentage of California users. The testing process involves removing links to California news websites, potentially covered by CJPA, to measure the impact of the legislation on our product experience.”

Google Claims Only 2% of Search Queries Are News-Related

Zaidi highlighted peoples’ changing news consumption habits and its effect on Google search queries (emphasis mine):

“It’s well known that people are getting news from sources like short-form videos, topical newsletters, social media, and curated podcasts, and many are avoiding the news entirely. In line with those trends, just 2% of queries on Google Search are news-related.”

Despite the low percentage of news queries, Google wants to continue helping news publishers gain visibility on its platforms.

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However, the “CJPA as currently constructed would end these investments,” Zaidi says.

A Call For A Different Approach

In its current form, Google maintains that the CJPA undermines news in California and could leave all parties worse off.

The company urges lawmakers to consider alternative approaches supporting the news industry without harming smaller local outlets.

Google argues that, over the past two decades, it’s done plenty to help news publishers innovate:

“We’ve rolled out Google News Showcase, which operates in 26 countries, including the U.S., and has more than 2,500 participating publications. Through the Google News Initiative we’ve partnered with more than 7,000 news publishers around the world, including 200 news organizations and 6,000 journalists in California alone.”

Zaidi suggested that a healthy news industry in California requires support from the state government and a broad base of private companies.

As the legislative process continues, Google is willing to cooperate with California publishers and lawmakers to explore alternative paths that would allow it to continue linking to news.

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