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Website Organization Best Practices For Law Firms

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Website Organization Best Practices For Law Firms

Reaching the top of the law firm search results can be intimidating. Focusing on site architecture is an essential step toward creating a top-ranked search presence.

Virtually every aspect of search optimization, from content to user experience, depends on a site architecture that makes it easy for site visitors to find what they’re looking for and is flexible enough to accommodate adding more topics should the need arise.

Accomplishing this requires a deep consideration of site navigation to make the important sections of the site one click to two clicks away from the homepage.

Website architecture is a part of what’s known as the internal linking structure and can also include how information is organized, which means the content.

Google’s John Mueller emphasized that internal linking is important.

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Mueller said:

“…internal linking is super critical for SEO.

…it’s one of the biggest things that you can do on a website to kind of guide Google and guide visitors to the pages that you think are important.”

Mueller also said that internal linking is an opportunity to tell Google which pages are important, thereby indicating what the site should rank for.

“You can decide to make things important where you earn the most money or you can make things important where you’re the strongest competitor or maybe you’re the weakest competitor.”

This article will introduce three fundamental elements of site architecture that can contribute to higher search performance.

Website Architecture: Page Organization And Links

Let’s take a few moments first to discuss website architecture and why the user experience (UX) segment is important for getting ranked.

The Importance Of Website Architecture To SEO

You already know that SEO content and your website structure should be constructed for people over search engines.

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However, it just so happens that what is good for users is also good for Google.

So, all the most important aspects of an expertly crafted site architecture will contribute to a better user experience and make the site easy to understand for Google.

A well-organized website will be easy for users to get around.

From the homepage, they will be able to access a host of other resources that are located just a few clicks away.

And that point is important.

You don’t want to bury important webpages multiple clicks away from the homepage or not have anything on the homepage that links to them at all.

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Google’s web crawler will have a hard time finding those pages, and the pages will likely not rank very well (and probably no one will ever actually see them).

Another benefit of well-organized website architecture is that the internal linking spreads PageRank around the website.

If your local service pages all link up one level to your main service page for bankruptcy, business, or whatever kind of law you practice, you are telling Google that that primary service page is important, optimized, and worth ranking highly.

So, now you know why you need to put the time into organizing a straightforward and tidy website architecture.

Aspects Of Effective Law Firm Website Architectures

It’s important for any business in any industry, but now, let’s look at how law firm websites should structure themselves for maximum organic results.

Main Navigation

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Your website’s main navigation must be concise and clear in its layout since that is what potential clients will use to get around your site to see your services.

You must organize the navigation in a logical, top-down way. A “Services” or “Practice Areas” tab should drop down to a menu showing organized columns of your legal specialties.

Any kind of “About Us” or “Our Firm” tab can break down into a few sections that perhaps provide a history of the firm or state your organization’s mission.

Law firms are known as service-based organizations.

Instead of hundreds of product pages with little descriptions, your website should ideally feature:

  • A homepage.
  • As many main service pages as necessary to describe what your firm does.
  • An informational content section.
  • A contact page.
  • An “About Us” section where you profile your attorneys and profess your firm’s values and mission statement.

Those are the essential elements of a quality law firm website, but how do you structure them on the site itself and link among them?

URL Naming Conventions And Structure

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I have reviewed the importance of getting your main navigation and internal links correct.

Next is an overview of the importance of creating a simple but informative URL structure for the pages on your website.

It is vital to get this right because you aim to tell human users and search engines alike what your pages are about through the structure of your pages’ URLs.

The general advice on creating URLs is to remove excess words and include some keywords to be as descriptive as possible in the least amount of words.

Your URLs should reveal what will be found on that page.

Keep it simple.

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Look at these examples:

For a blog post, make the URL a simpler version of the actual title.

So, your post entitled “10 Great Ways To Succeed In Business On A Budget” might be:

While you’re at it, be sure to add canonical tags to your URLs on the back end.

That way, if there’s a chance a page could be picked up using multiple terms, Google knows where to direct people.

Information Architecture: Content Organization

Create A Descriptive And Helpful Homepage

The homepage needs to do many things, such as inspire trust, make it easy to contact the business, plus serve as an effective entrance to the rest of the website.

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How is this accomplished?

Focusing on what will help users the most is the best approach to creating the best home page.

There are four communication goals:

  1. Communicate what the general topic of the law practice is (i.e. of the entire site)
  2. Describe what the top major topics of the business are
  3. Make it easy to reach all the major specific sections of the website
  4. Use keywords that users would use

General Topic of the Law Practice

Businesses are said to be organized by verticals. A vertical market is simply what kind of business it is serving.

So the first goal of the homepage is to communicate what vertical market the law firm serves.

In the legal profession, typical verticals can be:

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  • Bankruptcy law.
  • Corporate law.
  • Criminal defense.
  • Estate planning.
  • Family law.
  • Etc.

A law firm that is focused on family law can use that as the description for the topic of the entire site. Because most law firms serve a geographic region, that information is also used as part of the general description, the overall topic of the website.

So if the website is a family law attorney based in Springfield, Massachusetts, then the home page of that site should communicate that information from the title tag of that webpage what that vertical market is.

Family Law Attorneys - Springfield MA - Example Law Firm

The job of the homepage is to rank for that general term. It’s the job of the inner pages to rank for the more specific areas like child custody, divorce, pre-marital agreements, etc.

Describe Major Topics of the Business

The second goal is to describe the different areas that the business serves, for example:

For example, suppose the website is about personal injury in City A.

But now, it must also describe very briefly (and even link to) the specialties within that personal injury vertical.

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Examples of Specialties Within the Personal Injury Vertical

  • Motorcycle injury.
  • Medical malpractice.
  • Car accidents.
  • Brain injury, etc.

Link to Major Sections of Site From Homepage

Third, it’s super important to link to as many of the inner sections of the site that correspond to the specialties within the legal vertical that the law firm serves.

This can be done from the top of the page navigation menu. And it can also be accomplished from somewhere within the body of the homepage.

Keywords

Top takeaways about keywords and the homepage:

  • Always use the words that your potential clients tend to use.
  • Organize the webpage according to the most popular reasons why clients tend to call. If most calls are about slip and fall, list that as the first practice area. If the next most popular reason for calling is a brain injury, then make that the second section. This makes it easy for most site visitors to find what they’re looking for.
  • Use images that contribute to communicating your message (this breaks up the page and makes it easy to scan).
  • If possible, A/B test using user experience analytics like Microsoft Clarity to identify pain points that site visitors might encounter. An example of a pain point can be if site visitors are “rage-clicking” certain links or areas where they expect to find links.

More reading on keyword research:

Client Reviews

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Next, remember that you are a service-based company that must rely on customer reviews to gain traction in your geographic area.

You should devote a block of your homepage to displaying five-star customer reviews with brief blurbs praising the legal services you provided.

Those reviews will help to generate trust among new visitors to your site.

Homepage Internal Links

Related to the main navigation is the internal linking you do in your homepage content.

You already know that homepages should not be loaded with written content, but small blocks can briefly describe your service areas and link to them using keywords.

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That internal link structure is vital. Everyone knows homepages are important; Google does, too.

The pages you link to from there are going to be easily crawlable. They will also be easy for actual human users to get to.

Color Scheme

Colors matter on a website.

The use of colors can affect the choices that site visitors make.

  • Visually contrasting colors are best for call-to-action elements.
  • Blue conveys trustworthiness and authority.
  • Always check if the color choice has sufficient contrast for color-blind site visitors.

Law firm websites looking to convey auras of professionalism should avoid bold, vibrant colors in favor of lighter schemes.

Create Above-The-Fold Content

Website architecture is generally considered internal linking, but I include information organization into the site’s architecture as well.

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Above the fold is a way of saying in the main block of visible content.

With a law firm website, you don’t want to get too fancy or obtuse with presenting your content.

Users come to your site for help with their legal troubles, and those people are probably worried and hoping they can trust you to help them.

Reward their effort in visiting your site by making it clear that you are there for them.

Do this by presenting your most important content in the first block of content that is visible to site visitors.

Don’t make users dig around to find the information they need, like that service page explaining how you have helped thousands of people declare bankruptcy or that blog post showcasing your knowledge of recent tax-resolution cases.

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Depending on how your homepage is organized, present some links to those service pages, a contact form, or some reviews to establish trust right away.

Sticky content is a good idea, as well.

Videos, forms, and surveys get people to stick around your homepage longer than they otherwise might, so don’t rule out those elements.

Whatever you feel is most important to your firm, make it one of the first things users see upon arriving on your homepage.

Essential information presented above the fold is necessary for well-made website architecture.

Final Thoughts

A law firm that performs quality work on behalf of clients needs to be able to reach every site visitor and convert them into a client.

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The best way to accomplish that is to organize the information on the website in a manner that makes it easy for site visitors to quickly scan the homepage and find the exact topic.

That makes it easy for search engines to identify what the entire site is about and, consequently, may begin ranking the inner pages for the more granular search queries.

Identifying the best user experience for site navigation will always make it easier for the site to achieve maximum search performance.

More Resources:


Featured Image: fizkes/Shutterstock



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SEOs, Are You Using These 6 Mental Models?

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SEOs, Are You Using These 6 Mental Models?

People use mental models to comprehend reality, solve problems, and make decisions in everyday life. SEO is not an exception here, yet it’s not a topic you often hear about in this industry.

The thing is, you need to be careful with mental models because they’re sneaky. We tend to develop them during our lives, inherit them from our colleagues and mentors, and rely on them almost instinctively while not fully aware of their influence or the existence of better alternatives.

So, let’s talk about mental models you will find helpful in your SEO work and the ones you should approach with caution.

3 helpful mental models

In the noisy, uncertain world of SEO, these will be your north star.

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First principles thinking is a problem-solving approach that involves breaking down complex problems into their most basic elements and reassembling them from the ground up.

It’s about asking oneself what is absolutely true about a situation and then reasoning up from there to create new solutions.

Using first principles thinking to rearrange the same building blocks into a brand new shape. 

Uncertainty is a chronic condition in SEO. And it is so by design because the whole industry is based on Google’s secrets. Access to the truth is extremely limited. We got to the point that we got used to accepting speculation and theories on SEO so much that we started to crave them.

This is where the first principles come in. Whenever you need a brand new solution for a problem or when you feel that you’ve gone too far into speculation, come back to the first principles — things that have the best chance to be true in this industry. For example:

The Pareto Principle (aka the 80/20 rule) is about a disproportionate relationship between inputs and outputs, effort and results, or causes and effects. A small number of causes (20%) often leads to a large number of effects (80%).

The Pareto principleThe Pareto principle
The 80/20 rule: 80% of results come from 20% of the projects.

This concept was named after Vilfredo Pareto, an Italian economist who, in 1906, noticed that 80% of Italy’s land was owned by 20% of the population.

If we use this principle as a mental model in decision-making, we’ll find it easier to prioritize work. It’s ok to ignore some things because they likely won’t matter that much. The result that you’re after will come from focusing on the things that will likely have the biggest impact, and not from spreading yourself too thin.

For example, if you want to build links to your site, pitch your best content. That can be the content that has already proven to earn links in the past.

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Best by links report in Ahrefs.Best by links report in Ahrefs.

Or if you need to recover some of that lost traffic, home in on the pages that lost the most traffic.

Top pages report in Ahrefs. Top pages report in Ahrefs.

The key is to treat the 80/20 as an approximation, a heuristic, and not take the numbers literally. To illustrate, roughly 80% of our site’s traffic comes from no more than 6% of pages.

Total organic traffic breakdown in Ahrefs. Total organic traffic breakdown in Ahrefs.

But on the other hand, if we try to find the top 20% pages that contribute to the traffic the most, we’ll find that they bring not 80% but 96.8% traffic. However you look at it, the idea still holds — a small amount of causes led to a large portion of effects.

“It takes all the running you can do, to keep in the same place.”

Sounds very much like SEO already, doesn’t it?

This quote comes from Lewis Carroll’s “Through the Looking-Glass,” and it’s how the Red Queen explains to Alice the nature of her kingdom, where it requires constant effort just to maintain one’s current position.

It was used to name an evolutionary biology theory which posits that each species must adapt and evolve not just for incremental gains but for survival, as their competitors are also evolving. Sorry, we’re in an endless race.

The Red Queen Theory as an endless race.The Red Queen Theory as an endless race.
SEO is like a road with no finish line—the race continues forever.

You can probably already guess how this applies to SEO — rankings. If you want to maintain high rankings, you can’t stop improving your pages. There will always be enough competitors to challenge your position.

But in our world, pressure comes from competitors and the environment. Google keeps evolving too, pushing the bar for content higher, making elements that used to give you an edge a standard.

I’m sure we’ve all been there – even our top backlink-earning, top traffic-generating, most time-consuming content gets pushed down. But if you keep optimizing, you get a chance to come back to the top.

Position history graph in Ahrefs.Position history graph in Ahrefs.

This mental model is another way of saying that SEO works best as an always-on strategy without a set end date or final goal.

3 mental models to watch out for

It’s not so much about avoiding them but being able to spot them when they happen or could happen.

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A local maximum (aka local optimum) refers to a solution that is the best solution within a neighboring set of solutions, but not necessarily the best possible solution overall (global optimum).

Local maxima.Local maxima.

So if you’re feeling that you’re spending immense effort just to make marginal improvements, you have to be willing to assume that you’ve hit a local maxima. Then, the question to ask is: what can I do differently?

Here’s an example.

Until November last year, traffic to our site was a series of local optima. Our content marketing was delivering the results, but the growth was relatively slow. Obviously, we were doing the same tried and tested stuff. But then we launched two programmatic SEO projects that instantly elevated us to a level we’d have to work years for — look how fast the yellow line grew (pages) and how that corresponded with the orange line (traffic).

Organic performance graph in Ahrefs.Organic performance graph in Ahrefs.

The sunk cost fallacy is a cognitive bias that occurs when people continue to do something as a result of previously invested resources (time, money, effort) despite new evidence suggesting that the current path will not lead to a beneficial outcome.

Sunk cost fallacy as a graph.Sunk cost fallacy as a graph.
Sunk cost in action: the more you invest in something, the more attached to it you become.

We all know SEO is a long-term game, right? Strategies like these are crowded with long-term projects with big time and money investments. Sometimes, despite the investments, you just can’t go beyond a certain level of traffic, backlinks, etc.

Now, this mental model, this voice in your head, will tell you to keep going down the same path no matter what. Loss aversion kicks in, acting like a defense mechanism for your past selves and actions. And the more aggressive and blind the “hustle” culture is at one’s team, the harder it is to see clearly.

But, overall, it could be better for you and the company to let it go and focus on something else. You can even come back to it later with a fresh mind. But continuing something just because you’ve been doing it for some time is a losing strategy.

Example. Despite several attempts and time counted in years, Ahrefs doesn’t rank for “seo”.

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Position history for "seo" via Ahrefs.Position history for "seo" via Ahrefs.

Sad but true. And from our point of view, it’s frustrating. Almost like we’re the only ones not to get invited to the party, the only ones not to graduate from high school… you get the idea.

But not ranking for “SEO” hasn’t hindered our growth, so it’s better to cut losses and deal with unfulfilled ambition than to let that goal hold us back from other projects (like that programmatic project mentioned above).

Confirmation bias is the tendency to give more attention and weight to data that support one’s own beliefs, while simultaneously dismissing or underestimating evidence that contradicts those beliefs.

Confirmation bias - beliefs outweigh the facts. Confirmation bias - beliefs outweigh the facts.

We’re all guilty of this. It’s human nature. And it’s not exclusively a bad thing. I mean, in some situations, this tendency can keep us on “the bright side” and help us go through tough times or keep our motivation up.

So, I think that it’s not something to get out of your system completely. Just be mindful of situations where this can negatively affect your judgment:

  • Selective evidence in ranking factors. You see a page ranking high, and you think it’s because of an aspect you strongly believe in, disregarding all of the evidence against it (e.g., long-form content, social signals).
  • Bias in keyword selection. Your keyword selection runs along the lines of your beliefs about the audience preferences without substantial evidence to back up these beliefs.
  • Bias in strategy development. After developing a new strategy, you encounter a talk or an article advocating a similar approach, which immediately reinforces your confidence in this strategy.
  • Focus on confirmatory data during audits. During a content audit, you find a small piece of data that confirms your belief. As a result, you may prioritize minor findings over more significant but less personally affirming data.
  • Overconfidence in familiar tactics. Leaning on SEO tactics that have worked in the past, you develop a sense of overconfidence in them. You resist trying anything new or the idea that a dip in performance comes from an unfamiliar factor.

Keep learning

If you like what you’re reading, I think you will find other mental models fascinating:

Want to share models you find useful? Ping me on X or LinkedIn.



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PPC Experts On AI In PPC: Potential & Limitations

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PPC Experts On AI In PPC: Potential & Limitations

This is an excerpt from SEJ’s PPC Trends 2024 ebook, our annual roundup of expert opinions on what you can expect over the course of the next 12 months. 

This year, new AI features rolled out on PPC platforms, and marketers began adopting generative AI in earnest.

The dust is settling after the initial exuberance about AI, and we’re starting to see more nuanced and cautionary opinions develop.

In this section, you’ll see contributors highlighting the benefits of both AI-powered automated ad campaigns and adopting generative AI in your workflow.

You’ll also see cautionary words, reminding you that human thinking and creativity still drive online interactions.

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If I had to summarize these insights in three sentences, they would be;

  • AI is very good at the things it’s good at, and very bad at the things it’s bad at.
  • AI is a square peg, so beware of round holes; AI is not a panacea.
  • AI can be a multiplier of productivity and results, but some processes are worth the difficulty.

How AI Can Improve Social Media Advertising Performance

Akvile DeFazio, Founder, AKvertise

Akvile DeFazio

Artificial Intelligence (AI) is quickly becoming an integral part of the advertising industry, transforming how companies reach their target audience and how advertisers increase effectiveness and efficiency in managing ad accounts.

Here are some ways AI can help drive more results in 2024:

Targeting Improvements

Just a few short years ago, campaigns and ad sets were set up more granularly, but after iOS updates, Meta launched several new machine learning options that advertisers can leverage for better results and find their customers.

Now, in Meta Ads Manager, there are Advantage+ Audiences that leverage machine learning to help advertisers reach the most valuable audiences much faster.

By enabling this, you can also share an audience suggestion, such as recent purchasers, so then the system can prioritize people matching using this high-value audience profile before expanding the targeting net wider.

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If you work in ecommerce, Meta’s Advantage+ shopping campaigns can help find new customers using its automatic placements, lowest-cost bid strategies, and more by serving the best ads to the people most likely to convert using its AI.

Creative Optimization

When it comes to creative optimization, particularly on platforms like Meta Ads, running dynamic ads with various creatives can be highly effective.

Platforms like Meta leverage AI to serve your target audience with the most relevant creative content, increasing the likelihood of achieving your campaign optimization goals.

By trusting the system to determine the best approach, you can expect improved and faster results compared to manual testing by humans.

In this past year, its performance has improved significantly, and I believe it will continue to do so.

Measuring Results

AI also offers extensive analytics and reporting capabilities, enabling advertisers to measure the success of their campaigns accurately.

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With data-driven insights, advertisers can identify the most effective ads and targeting strategies, enabling them to make informed decisions for optimizing campaigns.

We use tools that allow us to import data, conduct trend analysis, create graphs, and obtain valuable insights.

By streamlining reporting and analysis, the right AI-powered tool serves as a time-saving asset that can guide optimization efforts and drive favorable outcomes.

This is only the start of the AI revolution transforming the social media advertising landscape. Brands can now connect and interact with their target audience in a more impactful manner and achieve their various goals.

Embracing AI experimentation can be worthwhile, as it elevates our human capabilities, increasing our efficiency, productivity, and effectiveness in our work.

If you haven’t already, add AI to your advertising stack to elevate your growth goals for 2024.

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AI & Personalization In Marketing

Alex Macura, Founder/CEO, Your Digital Assembly

Alex MacuraAlex Macura

The world is a fast-paced place, and the marketing industry is even more so. It has to be, just to keep up.

Over the past 50 years, we’ve seen growth in digital marketing, social media and mobile marketing, television, and database marketing.

But what does the future and, more specifically, 2024 hold for the industry as a whole? Let’s take a look.

A Surge In AI Marketing

AI gives marketers the ability to analyze huge amounts of data in seconds, boosting efficiency and productivity.

Predictive analytics can help to predict consumer and purchase behavior, allowing for more tailored, targeted ad campaigns.

And it can learn over time, too, constantly evolving into a more competent version of itself. So, if you’ve resisted getting on board the AI train, it’s time to step up to the platform.

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More Personalized Content

Another area AI excels in? Personalization – which is why, in 2024, hyper-personalization is set to become our new reality.

Customers want to feel seen, so any brand that takes the time to curate a buying experience specifically for them will gain traction.

Thanks to AI and advanced analytics, content can become more tailored than ever, strengthening brand relationships and boosting return on investment (ROI).


Finding The Balance Of Generative AI In Ads

Amy Hebdon, Founder + Managing Director, Paid Search Magic

Amy HebdonAmy Hebdon

There are many ways to use generative AI to enhance your campaigns – and only two ways to get it wrong:

  • Blindly rely on it for everything.
  • Refuse to use it for anything.

Generative AI is in its infancy and capable of making mistakes, so fully relying on it for 100% accuracy is a bad idea.

At the same time, avoiding it because it can’t completely replace you needlessly limits your ability to be more creative and productive.

Between those extremes are countless opportunities to improve and streamline your work. Use generative AI for discovery, challenging assumptions, brainstorming, iterating and refining ideas, editing, and strategy.

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You don’t need costly subscriptions to get started, either. The free version of ChatGPT is a great entry point to meaningfully improve your work and workflow.


Standing Out In A Playing Field Leveled By AI

Andrea Atzori, Director, Ambire

Andrea AtzoriAndrea Atzori

Automation serves as a formidable ally in streamlining the mundane aspects of our operations, such as campaign build and reporting.

By harnessing automation, we not only expedite these processes significantly but also diminish the likelihood of human errors creeping in.

Nevertheless, it remains undeniable that the very innovations ushered in by AI and machine learning (ML), if not managed, also bear the capacity to homogenize content, often yielding results that hover around the realm of mediocrity or average at best.

Consequently, if we do not settle for average but instead strive for marketing excellence, this pursuit involves leveraging the full spectrum of available data and tools to our advantage.

Only by adopting this approach can we mitigate rising costs and consistently deliver outstanding outcomes.

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Scale Isn’t Everything, Don’t Forget The Power Of Humans & Creativity

Ben Wood, Director of Growth & Innovation, Hallam

Ben WoodBen Wood

One trend we’ve been referencing for years is the growing impact of machine learning and automation on advertisers.

In 2023, we’ve seen a huge acceleration in technological innovation.

We’ve experienced the democratization of creative production via generative AI tools built into Google Ads and other networks, reducing cost and increasing the speed of production.

This has lowered the barrier to entry to platforms such as YouTube, and display formats for smaller advertisers with less budget to spend on assets.

We’ve also seen much-publicized advances in large language models (LLMs), enabling the development of scripts with limited programming capabilities, and offering huge economies of scale for campaign creation and PPC account expansion.

What we’ll start to see in 2024 are the second-order effects of generative AI. These are the less obvious ripple effects caused by AI over the longer term.

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Despite the increase in our capabilities to create ads at scale using generative AI, this might not enhance performance but could hamper it:

  • AI is already adept at creating ads at scale, such as automatically created ads and demand generation features in Performance Max.
  • It’s easier than ever for advertisers to get started and enable more features due to automated creative capabilities. The lower barrier to entry could mean users see even more ads than they’re used to.
  • Relying on automated creative may result in generic, feature-based ads.
  • Buyers will learn to tune out these ads.

Increased Value On Human Perspectives And Creators

As consumers learn to tune out to the homogenous advertising enabled by generative AI, we’ll see an increased desire for human perspectives and creativity.

We’ve already seen Google start to surface creators and influencers via their “perspectives” feature with the introduction of Search Generative Experience, and I expect this to bleed through into the advertising landscape.

Partnering with consumer-facing creators and influencers as part of your paid media strategy will increase in importance in the year ahead to maximize your reach across Google’s evolving search landscape and beyond.

Back To Basics: Creative-First Advertising

Today, we have so many channels to manage that it’s easy for things to become disconnected. What holds it together? A creative idea.

If your campaigns lack a coherent, consistent creative concept, your campaigns will not perform.

Sometimes, we get so caught up in the platform choices we forget about the message we’re trying to get out through them.

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With the advent of generative AI, I think creativity will be a key differentiating factor for successful campaigns. Starting with a strategy, then a creative concept should always come before media planning.

This serves as a golden thread – a compelling creative idea that ties all your marketing and advertising activities together and helps you stand out from the crowd.


AI-Powered Campaigns Deliver A Future Where Marketers Can Spend Less Time On Optimization

Corey Morris, President/CEO, Voltage

Corey MorrisCorey Morris

AI-generated content is not going away anytime soon and is inevitably making its way into AI-powered ad campaigns in 2024.

AI can craft descriptions, headlines, and ad copy tailored to your client’s campaign objectives, resulting in effective, personalized content.

This personalization is possible because AI can understand user behavior patterns and apply experimentation and winning results to campaigns in real time.

You can monitor and manage your client’s campaign performance in real-time, ensuring that your campaigns perform relative to your goals.

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Performance Max Campaigns

Performance Max campaigns will now utilize machine learning and artificial intelligence technology more thoroughly in 2024.

Performance Max campaigns, following search campaigns, are subjectively one of the most effective ways to reach a broader audience and achieve a higher return on investment.

Google now offers the option to upgrade various campaigns, including dynamic search ads and display campaigns to Performance Max campaigns.

Some current benefits of transitioning to Performance Max campaigns include:

1. Increasing creative assets.

The benefit of Performance Max campaigns utilizing your creative assets allows search engines to properly convert your search ad to best fit the intended user base on their search queries.

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Creative assets will now have more flexibility when changing any text in your ad copy.

2. Implementing inventory-based ads.

When your product data feed is connected to a Performance Max campaign, your ads will now function based on the inventory you have left in stock.

This can be a huge time-saving benefit because you won’t have to manually examine your product inventory amount.

The upgrades to Performance Max campaigns will ultimately lead to a higher usage rate with advertisers.


Automate Campaigns, Not Strategies: What Are You Doing & Why?

Tim Jensen, Sr. Search Marketing Specialist, M&T Bank

Tim JensenTim Jensen

As PPC managers move forward in a world of increasingly automated, “done for you” campaigns, fully understanding the concerns and goals of your client/boss will help set you ahead.

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This is not an excuse for not staying up-to-date with current ad platform functionality, but it’s too easy to drift into a “plug-and-play” mentality with the direction in which the PPC world is headed.

Setting up a conversion pixel is relatively easy these days (in many cases), but ask yourself why you are tracking that conversion, and how it ties into the business goals the company ultimately cares about.

Churning out 15 responsive search ad headlines is easier with AI, but will those stand out in the search engine results page (SERP) against creatively brainstormed headlines that speak to the heart of the customer’s needs?

Generating a list of keywords can be as simple as plugging a URL or a couple of seed phrases into Keyword Planner, but are those the most relevant terms that ideal customers are searching for?

On the positive side, increased automation in platforms has reduced the need for constant hands-on tweaking, such as in bid management. This frees up more time you can spend keeping the lines of communication open with the stakeholders you answer to.

Take some time in 2024 to think through how you can better understand stakeholder goals, and how to tie in your targeting, creative, and bidding approach to best meet those objectives.

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Expect Less Campaign Control – Find Exciting New Ways To Spend Your Time

Lauren Weisel, Director of SEM, Media.Monks

PPC Experts On AI In PPC: Potential & LimitationsPPC Experts On AI In PPC: Potential & Limitations

One major theme of 2023 has been automation, and I expect this to continue well into 2024.

Google continues to roll out campaign types that are heavily automated and give less control to marketers, starting with Performance Max and, most recently, with the launch of Demand Gen.

As Performance Max has evolved over the years, we see many cases where this automated campaign type works incredibly well.

With the recent rollout of Demand Gen campaigns, I suspect Google will continue to move toward either expanding these campaigns’ coverage, or rolling out more automated campaign types.

As Google continues to emphasize these automated campaign types, I expect the percentage of account spends on these campaign types to increase, as well. And beyond this, who knows!

There could be a world where traditional search campaigns as we know them sunset completely, but that’s merely a hypothesis.

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Speaking of traditional search campaigns, I’m also seeing a reduction in control with the emphasis on broad match with auto-bidding this year.

While many clients were skeptical of this new match type, it’s working quite well for many advertisers.

While still available, I’m also seeing less account spend go towards phrase match keywords, and many times without any performance losses for client accounts.

From an account structure standpoint, this rollout has, in a way, been a catalyst for campaign consolidation – a far cry from the SKAG structure I was taught early on in my career.

This reduction in control that advertisers are experiencing within Google will shift how search marketers work.

However, as I reflect on my career as a search marketer, I can point to other industry shifts that seemed huge at the time, but truly freed up time to expand my skillsets.

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I remember when auto-bidding strategies first came on the scene. What would I do with all my time freed up from daily bid adjustments? As automation evolved, marketers shifted how we spent our days (and thankfully, there was plenty of other work to be done).

As control becomes limited in the evolution of Google Ads, search marketers will need to become more creative with strategies to ensure that we continue to move search programs forward with the levers we can pull.

While automated, these campaigns shouldn’t be approached with a “set it and forget it” mindset.

It is a privilege to be able to educate clients and guide them in this ever-changing search landscape. There are so many testing and learning opportunities on the near horizon.

The search landscape has certainly changed a lot, especially over the past year.

While all this automation may seem scary, we must embrace automation to stay ahead of the curve. I suspect we’ll see the trajectory of automation continue to accelerate during the next year.

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Not only is this a hot topic in the search space, but in our culture as a whole. I look forward to all of the automation developments 2024 has in store for search marketers.


Searcher Intent & Audiences Are A Complex Human Formula

Lisa Raehsler, Founder And SEM Strategy Consultant, Big Click Co.

Lisa RaehslerLisa Raehsler

While AI and automation are always hot topics – and the technology advancements amazingly helpful – in 2024, connecting with the customer will be key.

Many advertisers will get away from this by buying into the fast and easy option: Allowing machines to do the work for their digital advertising.

That’s great for tedious task-oriented optimizations – but human strategy, experience, and even intuition will be critical for success in reaching and converting the right customer.

The pros are already in the know. Searcher intent and audiences are a complex human formula advertisers should focus on.

Societal culture, economic conditions, and political concerns change rapidly. Messaging targeting people who experience evolving needs and pain points should take center focus.

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Featured Image: Paulo Bobita/Search Engine Journal

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7 Changes Marketers Should Make

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7 Changes Marketers Should Make

Paid media’s main job is to increase visibility and drive traffic for your brand.

And as digital marketing evolves, so, too, will your strategy.

In the current state of paid, the main overarching theme is, you guessed it, AI and machine learning.

As paid media platforms get smarter and constantly find ways to infuse AI into campaign workflows and optimizations, marketers must find a way to keep up with the platforms.

The other side of the coin is maintaining user privacy all the while trying to use AI effectively.

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So what major changes should you make to your paid media marketing strategy in 2024?

Here are seven changes you should incorporate without a second thought.

1. Review & Revise Google Tags

If you rely on Google tags for conversion tracking, this change should not be ignored.

In January 2024, Google made an update to its Consent Mode for its Google tags, which will, for now, affect any marketers who run ads targeted to users in the European Economic Area (EEA).

This update requires marketers to take action by March 2024 in order to keep using ad personalization and remarketing features in Google Ads.

Simply speaking, the Consent Mode will need to be updated to adjust its tracking behavior based on how a user interacts with a website’s consent banner.

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The two new parameters introduced to Consent Mode are:

  • ad_user_data: This controls whether user data can be sent to Google for advertising purposes.
  • ad_personalization: This controls whether personalized advertising (remarketing) can be enabled for the user.

As privacy measures continue to become stricter in the United States, it would not be surprising if this becomes required for US advertisers in the somewhat near future.

Keep in mind that in 2024, we’ll have to get comfortable being uncomfortable with imperfect data because of privacy regulations.

2. Make Influencers Part Of Your Marketing Model

Small and large influencers alike are an awesome resource at your fingertips, just as long as your audiences align.

Even brands with a few thousand followers can utilize influencer marketing to make a big difference and gain traction in the market.

Go on a hunt to find the top influencers in your space. Then, figure out the cost per acquisition (CPA) for working with each of them (because you have to court influencers, especially the bigger ones).

From there, you can create a win-win partnership that gets you more leads while the influencer earns income.

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Pro Tip: You can use influencer marketing tools to help you in your journey to integrate core influencers into your business model. Some of the most popular include AspireIQ, BuzzSumo, Upfluence, and NeoReach.
Whichever you choose, make sure the influencers you find are big enough to provide real value to your brand — and that you’re paying a CPA that makes sense for your budget and overall goals.

3. Strategic Audience Management On Multiple Platforms

2024 is the year to nail your audience management strategy, both from a holistic perspective and within each encapsulated platform.

That means before building your audiences, you need to understand at a high level who your target customer is.

Further, identify what platforms those types of user-profiles spend their time on.

Once you’ve identified your ideal target customer, then it’s time for the first step in this process:

Building audiences.

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From there, you must set up a strategy to target folks within every stage of the funnel – from upper to lower – and decide which networks make the most sense for the different audience cohorts.

Perhaps the most crucial part of this process is analyzing and refreshing your audiences as the year goes on.

You should definitely plan on retargeting and testing new audiences throughout the year.

If you fail to incorporate this part, you run the risk of targeting the wrong sector of people, ultimately throwing money down the proverbial drain.

However, if you retarget and refresh your approach, you’re bound to find a dynamic audience that correlates with your vision.

In the end, audience management alone can be worth its weight in gold.

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4. Prepare For Video Content Dominance

You’ve likely heard this phrase before in marketing: content is king.

With a slight tweak for 2024, the new hot phrase should be: video content is king.

Not only is video taking over social platforms like TikTok, Instagram, and Snapchat, but it’s also asserting its dominance in YouTube Ads. YouTube Shorts, the platform’s short-form video offering, is booming.

With this new form of video comes a new ad format: vertical video ads.

Not only should marketers focus on video marketing in general – 2024 is the year to get more sophisticated with video strategy.

Marketers should prioritize creating engaging and high-quality video content that’s appropriate for each platform on which it will be delivered.

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If the thought of creating video content for multiple platforms scares you, just remember that a little goes a long way.

Start by creating evergreen content about your brand and test those with different lengths.

These can be used and recycled on multiple platforms and can be used for organic and paid video content simultaneously.

Just remember to create a variety so that your users don’t see the same message or content on the same platforms, which can reduce the effectiveness of video marketing.

5. Don’t Sleep On Microsoft Ads

Microsoft Ads continues to enhance its advertising platform year after year.

Not only does it have many of the same coveted features as Google Ads, but it has added features that are unique to the platform.

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As a marketing professional, your brand will surely benefit from digging into it more in 2024.

Some of the most notable updates Microsoft Ads launched in the last twelve months include:

  • Video and CTV ads: Microsoft unveiled these new ad types on its platform in September of 2023. Advertisers can choose from online video ads or connected TV ads that are non-skippable while a user is streaming content. This gives advertisers big and small a leg up on what once used to be a very complicated process of buying TV ads.
  • Three new generative AI solutions: Also announced in September 2023, Microsoft came out with three new AI features to help grow and scale. These include Compare & Decide ads, ads for Chat API, and Copilot campaign creation.
  • Data-driven attribution reporting: Gone are the days of last-click measurement! Microsoft Ads enhanced its UET tagging solution and implemented data-driven attributing modeling. It uses machine learning to calculate the actual contributions of each ad interaction.

While Microsoft still holds a lower share of the available search engines, just remember that you’re leaving a whole slew of potential customers behind by not considering this underestimated ad platform.

6. Focus On Optimizing The User Experience

Between a mix of shorter human attention spans and limited marketing budgets, every interaction and website experience counts.

If you find that your pre-sale metrics are favorable – such as high engagement or high CTR – but never result in a sale, you likely don’t have an ad problem. You have a user experience problem.

In 2024, consumers expect more from brands, especially if they’re spending their hard-earned money with that company.

Ask yourself, when was the last time you sat down and went through your website’s checkout process through the lens of a customer?

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If you’re not sure where to start on optimizing your website experience for users, here are some ideas to get you started:

  • Use tools like Hot Jar or User Testing to get real-life analytics of how your customers are interacting and what their pain points are.
  • Review the website landscape on desktop and mobile. While this may be a no-brainer, many websites still forget to optimize for mobile!
  • Make sure that any relevant call-to-actions (CTAs) are above the fold – yes, on mobile, too!
  • Check your site speed.

These are items that should continuously be monitored and not a “set and forget,” which unfortunately happens quite a bit.

Optimizing the website user experience can have a positive impact on those paid media campaigns and can make those dollars go further in the future.

7. Use AI Tools To Your Advantage

Let’s face it: Machine learning and AI aren’t going anywhere.

For marketing leaders, 2024 really is the time to lean into its advantages instead of running away from the inevitable advances.

It’s not a question of whether to use AI or not. It’s a matter of how to use AI to your advantage.

While companies are tightening their budgets and scaling back staff, PPC marketers are constantly being asked to do more with less.

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This is where AI comes in.

In fact, using AI can strengthen your ROI for paid media campaigns of all kinds (whatever channel you prefer).

Just make sure you don’t sacrifice your brand’s personality for a little efficiency.

One way you can do this is with Google’s generated AI assets (currently in beta). Using its Gemini-powered AI solution, the tool allows for more streamlined campaign creation and generated ad assets, including images, headlines, and descriptions for ads, and more.

Additionally, you’re likely already using one of Google’s Smart Bidding strategies to automate the bidding process.

With a combination of creativity and machine learning, your ads have the potential to go farther than ever before.

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Your 2024 Plan Should Not Be Static

If the past year(s) have taught us anything in marketing, it’s to be fluid.

In some cases, tactics that used to be tried and true are now more volatile than ever.

Take advantage of advances in AI to boost your strategic advantage, and keep in mind platforms that you’ve typically shied away from – the time may come to incorporate them into your 2024 strategy.

What changes are you most excited to try this year?

More resources:


Featured Image: Sutthiphong Chandaeng/Shutterstock

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