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How Long Should a Blog Post Be in 2023? 3 Rules to Live By

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How Long Should a Blog Post Be in 2023? 3 Rules to Live By

So: you want to write a blog post. Allow me to be the first to congratulate you. Writing may be one of the biggest boondoggles on the planet. It’s fun, can be cathartic, and when done well/correctly, it can pay some serious dividends for you, and for your business.

How do I know? I’ve penned a few blog posts in my day. Some of them get tens of thousands of reads each month (humblebrag). I say this not to toot my own horn, but to tell you that I am uniquely situated to give advice on how long your blog post should be.

Want the quick answer? Like most things, it depends.

I know. I hate that answer too. But it’s true. Get a solid grasp on your use case, and combine it with the rules I’m about to talk about, and I promise that by the end of this post, you’ll have a pretty damn good idea how long your blog post should be.

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And because we’re is all about helping business owners succeed through smart digital marketing, we are going to frame this discussion through precisely that lens: the marketer or business owner who is leveraging blogging as part of a broader content marketing strategy to drive traffic, scale leads, and grow revenue.

But hey, even if that’s not you: I have a feeling you’ll get some value out of this post anyway.

How long should a blog post be? What the data says

If you’ve spent some time combing through search results looking for the answer to this question, you’ve probably seen that the results are mixed. Here are some answers from the top results:

  • 1,500-2,000 words
  • 3,000+ words
  • 2,100-2,400 words
  • 300-600 words

Basically, the internet says a good blog post is anywhere from 300-3,000+ words long. That’s not exactly a helpful range.

To get a more data-supported range, we looked at our top 10 posts from the last year and from the last three years. We found our best-performing blog posts average 2,700-3,000 words.

That’s a little more direct of an answer, but it doesn’t take into account many factors that should influence your blog post length. That’s where these rules come in…

3 rules to determine how long your blog post should be

Here are my top three hard-and-fast rules to live by if you want to write a blog post that gives your business the shine and visibility it deserves.

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Rule #1: When in doubt, make it long

You heard it here first: length is not everything. And we’re going to talk precisely about why length is not everything in the sections to come. But as a general rule to live by, deep, long-form content is the content that readers like.

Why? Because generally speaking, length equates to value. And–highlight this next point as furiously as you can–the thing search engines care about the absolute most is how much value, on average, readers are getting out of your blog post.

So if, like marketing guru Seth Godin, you already have millions of readers subscribed to your short-form newsletter, or if you’re writing a blog post with a goal of repurposing it on LinkedIn, by all means, keep it short and sweet.

example of short content from seth godin

But if you’re writing a blog post with the intent of rocketing to the top of Google’s search results, and driving thousands of free eyeballs to your website? Then you need to talk at length, and go deep, on your subject.

I’m not talking about being wordy for the sake of writing a long blog post. I’m talking about giving useful examples, giving a thorough explanation of concepts, and attacking your topic in a way that will leave readers thinking: Damn, that was comprehensive AF.

If you’ve already written a bunch of long-form content for your website, I know what you’re probably thinking: Man, I haven’t really written at length on enough of these topics. That’s okay. Because you already have the scaffolding of a great blog post. All you have to do is beef it up.

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If the person I’m describing is you, here’s a quick pro tip: any SEO software worth its weight in gold (think: Ahrefs, SEMrush, Moz) is going to have an audit tool that surfaces thin content for you. Thin content is just that: there are not enough words on the page to meet the requirements for true topical expertise.

report in ahrefs that shows thin content--may need to be longer for an effective blog post

You can use reports like these to discern where it’s necessary to write more. Or, you can simply audit your existing content manually and give yourself an honest assessment: how often am I truly going deep on the topics my readers or customers care about?

Rule #2: Above all, deliver value

This easily could have been our first rule, because it’s probably the most important. But I think it’s useful to talk about value through the lens of length, because length is really critical as a component of SEO-driven content marketing.

But guess what? As I said in the first section: length is not everything. And where length fails, you’ll almost always find that it’s because the piece did not deliver enough value.

Let me explain: Google and Microsoft have hundreds of factors they look at every day when determining the order in which they rank content. We call these things ranking signals (or factors).

search engine optimization - google ranking factors

See that big red slice of the pie? That’s page engagement. When Google is assessing how valuable or not valuable your blog is to a user, it’s primarily looking at how effective your blog is at getting the reader to engage.

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The critical metric to look at here? Dwell time. You can think about how long a user spends on your page, on average, as one of the strongest indicators of whether your blog post has delivered value.

Dwell time is not going to show up in your Google Analytics reports. However, Average Session Duration is, and it is a great metric for keeping tabs on how long your readers are spending on your blog posts. Or, if you’re using Google Analytics 4, which we all will be soon, you can use Average Engagement Time.

Other engagement metrics, like Engaged Sessions (the number of sessions that lasted longer than 10 seconds, or had a conversion event, or had 2 or more screen or page views), and Engagement Rate (number of Engaged Sessions divided by total sessions) are also really strong proxies for traffic quality and are readily available to you in GA4.

GA4 report that shows engaged sessions and engagement rate to help determine how long a blog post should be

How do you increase dwell time? Well, it stands to reason that the higher your word count, the longer the reader should stay on the page. But what if your lengthy blog post isn’t saying much of anything at all? Then you’re going to have a difficult time outranking your competitor. Even if they wrote 500 words and you wrote 1,500.

Consider how big of an impact images, videos, infographics, and other visual examples can make on how long you, personally, spend reading a blog post. Deep concepts will always increase dwell time, because they force readers to evaluate what you’re writing about, and how to apply it to themselves. It’s not all just window dressing.

But if you can combine deep concepts with compelling visuals that lend context to the text and enhance the value your reader is getting out of the post? Then you’re really cooking with gas.

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Rule #3: Do your research

Man, it’s quite possible that not one of these rules is more important than another! Because you can’t really live by the first two rules without taking rule #3 into account.

Let’s go back to what I said in the introduction about context. About knowing your situation, your niche, your competition, and above all, what you’re trying to accomplish with your blog post.

78% of marketers identify keyword research as a high-impact practice for driving new traffic.

google ranking factors - impact of keyword research on driving new traffic

But the purpose behind keyword research goes beyond simply optimizing your H1s and H2s. If you want to know exactly how long to make your blog post, look no further than the keyword you’re trying to rank for.

Let’s look at an example. Let’s say you’re a roofing company. You’ve been running search ads targeting prospects who are looking for roofing services, but you want to start driving organic traffic from people who are more in the “consideration” phase of the buying process.

You use your favorite keyword research tool, and find that the keyword “how to install metal roofing over shingles” has some nice search volume. The intent is exactly what you’re looking for: this person is probably considering the DIY route, but with some education, which your blog post will provide, you can convince them that metal roofing is a job best left to professionals (i.e. you).

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How long should your blog post be? Well, you can simply enter the query into Google, copy and paste the text from the top three ranking blog posts into a word counter, average them out, and write a post that exceeds that number. Or you can use your favorite SEO tool (I’m a fan of Ahrefs) to get all this information at a glance.

report in ahrefs that shows word count for posts ranking in serps

As you can see, the top-ranking post for this query has a whopping 4,205 words. That’s a beast of a post. But even if you want to rank in the top 10, you’re probably looking at a minimum of 1,500 words based on the other posts in this SERP (Search Engine Results Page).

This birds-eye view of the SERP is incredibly useful when determining blog post length, and not just because you’re getting word count totals. You might be saying, Wait a minute, the post in the 7th position only has 1,357 words. How is it outranking the post in the 9th position, which has 3,555 words? 

Well, the post in the 7th position has a higher Domain Authority, and more backlinks, which, you guessed it, are two more really critical ranking factors.

Do you have a fairly new website or business, or are you still growing your topical authority? Don’t despair: check out the post in the 6th position. It has the lowest Domain Authority in the bunch, the lowest word count, and a pretty slender backlink profile, and yet it’s still doing pretty well here. How is that possible?

That’s the magic of rule #2 at work. If you can deliver a blog post that truly delights and informs your readers, you give yourself an amazing chance to rank and drive traffic, regardless of all the other factors in play.

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Make it long, make it valuable, and do your research!

There you have it! As I mentioned, there are a number of factors that go into determining how long a blog post should be. But you can do a heck of a lot worse than honing in on these three:

  1. When in doubt, make it long
  2. Deliver value
  3. Do your research!

If you can outwrite your competition, deliver more value, and take a research-based approach, I guarantee people will read and love your blog post.

I hope you loved this one! If you have any questions or comments, feel free to hit me up on LinkedIn. Happy writing!

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PPC Advertisers Guide To Google Consent Mode V2

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PPC Advertisers Guide To Google Consent Mode V2

This update is not merely a technical enhancement but a robust response to the stringent privacy regulations and changing user preferences. With a compliance deadline set for March 2024, it’s crucial for websites utilizing Google services to understand and implement Google Consent Mode V2, ensuring alignment with global data privacy standards.

PPC Advertisers Guide To Google Consent Mode V2

Understanding Google Consent Mode V2

Google Consent Mode V2 enhances the initial version by introducing refined mechanisms for managing user consents related to cookies and data tracking. Key to this version are the new parameters: ad_user_data and ad_personalization, which join the pre-existing analytics_storage and ad_storage, providing users with greater control over their data. This tool communicates user cookie consent preferences to Google’s suite of services, ensuring data is handled in compliance with privacy laws like GDPR and CCPA.

The integration of these parameters signifies Google’s commitment to bolstering user privacy, offering a consent-based approach to data insights. For businesses, this means navigating a landscape where user consent directly influences data collection strategies.

The Significance of Compliance

The mandatory implementation of Google Consent Mode V2 underscores the importance of adhering to digital advertising and data privacy regulations. Its significance is twofold: it aligns website operations with legal requirements, particularly in the European Economic Area (EEA), and preserves the integrity of user privacy. For website operators, the practical aspect of compliance involves the strategic implementation of consent mechanisms that do not undermine the data’s value for insights and analytics.

Implementation Strategies

To leverage Google Consent Mode V2 effectively, website owners can opt for Basic or Advanced implementation options. The Basic approach ensures full data collection upon user consent and halts it otherwise. Advanced implementation, however, allows for the transmission of anonymous, cookieless data for modeling purposes even without consent. This method hinges on employing a Consent Management Platform (CMP), adjusting website configurations to respect consent choices, and enabling cookieless data collection for analytics and advertising purposes.

The Impact on Data Tracking and Privacy

Implementing Google Consent Mode V2 has profound implications for data tracking and user privacy. It allows websites to maintain a balance between collecting valuable user insights and respecting privacy preferences. The mode’s design ensures that user consent directly influences how data is collected and used, facilitating a privacy-compliant approach to digital marketing and analytics.

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The Role of AI in Consent Mode V2

AI and machine learning play a critical role in bridging the data gap when users opt-out of cookie tracking. By analyzing patterns from consenting users, Google can model the behavior of those who decline, enabling advertisers to gain insights while adhering to privacy standards. This AI-driven approach underscores the potential of Consent Mode V2 to revolutionize data analysis in an increasingly privacy-focused world.

Beyond the Cookie Banner

A key aspect of utilizing Google Consent Mode V2 is the requirement for a compliant cookie banner. This necessitates the implementation of a CMP that aligns with both Google’s standards and privacy regulations. The consent banner acts as the intermediary, signaling user preferences to Google services and adjusting data collection accordingly.

Preparing for the Future

As the deadline for Google Consent Mode V2 implementation approaches, website owners and advertisers must take proactive steps to ensure compliance. This involves understanding the intricacies of Consent Mode V2, integrating a compliant CMP, and reevaluating data collection strategies in light of user consent.

In essence, Google Consent Mode V2 represents a pivotal development in the realm of digital privacy and data management. By embracing this new standard, businesses can not only ensure compliance with global privacy laws but also foster trust with their audience, building a foundation for sustainable digital practices in the years to come.



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11 Actionable Ways to Build Client Relationships That Last

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11 Actionable Ways to Build Client Relationships That Last

Some agencies manage to build a steady client base that strengthens over the years, while others ride roller coasters and eventually close up shop. What’s the difference? Client relationships. Strong client relations make for greater success with projects and campaigns, loyal clients who stay with you longer and refer new clients, and a better reputation for your brand. Even better, they make everyday work more enjoyable for all.

So what makes for a strong client relationship? The same traits that define any good relationship: awareness, communication, empathy, dependability, accountability, honesty, and the list goes on.

In this post, I’ve compiled 11 ways your agency can demonstrate the above and more to achieve the best possible outcomes for you and your clients. I’d say happy endings, but good relationships don’t really end.

Table of contents

Why are client relationships important?

It’s easy to skim over the importance of creating a strong relationship with your clients—you know you have to do it. But when you dig into how it helps your agency grow, you can be more strategic about it.

Reduces churn

It can be 25 times more expensive to acquire a new customer than to keep an existing one. You also have a much higher probability of selling a new agreement to a current client than closing a deal with a new one.

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A strong client relationship helps you weather rough patches and identify clients who are at risk of leaving. Both will help you reduce customer churn.

Increases referrals

Customer referrals are an extremely important source of new clients for your agency. That’s because referred customers are more likely to buy, are more loyal, and spend more on average than non-referred customers.

When you have a strong relationship with your clients, you can ask them to give reviews and refer other businesses. That’s especially helpful if your agency serves a niche industry where everyone knows everyone else.

Provides opportunities to learn

Have you ever wanted to know how a new regulation would affect your clients? Or how to best sell a service like PPC? When you have a rock-solid relationship with your clients, you can ask them.

It takes time to build that sort of comfort, but when you do, your best clients become your agency’s de facto advisers.

📣 Learn how 300 marketing agencies manage services, pricing, and challenges in our State of the Digital Marketing Agency report.

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How do you build client relationships that last?

In the following list, you’ll find actionable ways to improve client satisfaction and build mutually beneficial partnerships, with input from PPC agency experts like Mark Irvine, Francine Rodriguez, Akvile DeFazio, and Susie Marino.

1. Gather “hard” and “soft” information

A strong agency-client relationship starts before the client even becomes one. You know that you need as much information as possible about your client to come up with a winning proposal. But the solution you come up with isn’t going to establish a meaningful connection between you and your potential client. It’s how you present that solution with respect to both the business’s goals and the personalities and values of the team you’ll be working with.

This means collecting “hard” information like:

  • Products and services they offer
  • Target audience and the end-users of their product or service
  • Top three competitors
  • Prioritized list of goals and challenges
  • Strategies that have worked and not worked in the past
  • Software are they currently using
  • Budget

But also “soft” information like:

  • What they define as success
  • Their future hopes or anticipations, like scaling, adding on new offerings, etc.
  • The company’s mission, beliefs, and values, and unique selling proposition
  • What makes them different from their competitors
  • Hobbies, interests, and preferences of the individuals you’ll be working with

strengthen client relationships emotional vs logical intelligence

Think with both sides of your brain when gathering information about your client.

Building emotional intelligence about the team you’ll be working with will help you to make communication more personalized as you move through these initial phases of your journey together.

Side note: Be prepared to answer their questions too! Even their non-PPC questions.

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2. Internalize that information

This is the information you’ll be not only including in your proposal, but applying throughout your actual execution and ongoing communication with your client. Take the time to really internalize it so that it shines through organically in everything you do.

  • Gather the information in person (or video): Body language and facial expressions tell a lot. Take note of what gets them excited (and not so excited). Also, be sure to send out a list of the questions you’ll be asking far in advance so the client can have time to think about answers and produce follow-up questions.
  • Iterate back: As you listen, iterate back to your client what you have interpreted so you can make sure you’re crystal clear on the information you’re receiving. Remember, incorporating the tiniest details into your proposal and execution is what will give your clients confidence that you truly understand their needs.
  • Templatize: Have an internal templated document where you can collect all of the information you’ve gathered in one place. This gives every team member something to continually refer back to, and the uniformity makes it easier to internalize.

3. Go above and beyond with your proposal

    From a project standpoint, your proposal shows what you’re going to do to achieve your client’s goals. From a relationship standpoint, it’s your opportunity to reinforce, once again, that you have a deep understanding of your client—both the business and its team members. Speak to both the client’s business goals as well as the more personal pain points and desires of its employees.

    To do this, think in terms of “what,” “why,” and “so that.”

    • The what refers to what you’ll be doing from a process standpoint.
    • The why ties the process to one of the business’s specific goals.
    • The “so that” speaks to the pain point it will address for the business’s team members.

    For example, we’d like to ramp up ad spending in the latter half of the month to drive more signups so that your sales team isn’t scrounging for leads. Just be sure to use the language that your clients used in the initial information-gathering process.

    This strengthens that partnership feel. You’re not just looking to achieve goals, you care about the individuals impacted by them.

    how to strengthen marketing agency client relationship with a winning proposalhow to strengthen marketing agency client relationship with a winning proposal

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    4. Have an onboarding process

    This is one of our customer retention strategies as well. Once you get started, there will be more points of contact added to the roster for both sides. A streamlined onboarding process will set the stage for the clear communication and seamless execution needed for a strong and long-lasting client relationship to form. During this process, you may want to:

    • Mail them a welcome kit: Send along some giveaways like branded swag, a greeting card, and additional goodies based on the more personal information you’ve collected.
    • Take care of housekeeping: Make sure each of you has the access needed for tools, accounts, and dashboards.
    • Have a kickoff meeting: This is to ensure everything is lined up for perfect execution. You’ve also become pretty familiar with one another at this point. This is a good time to have a more informal atmosphere.

    🛑 Free guide >>> The 6 Absolute Best Strategies to Grow Your Digital Marketing Agency

    5. Treat clients like partners

    Treating your client like a business will make your relationship purely transactional (i.e., no relationship at all). Treating them like family leaves too much room for miscommunications and unmet expectations.

    Treating your clients like partners, on the other hand, sets the stage for a healthy mix of personal, purposeful, and transactional encounters where both your and your client’s identities are preserved, and each of you supplies the essential ingredients for success.

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    • Embrace the truth: Remember that at the end of the day, both of you are businesses that want to make money. There’s no need to skirt around that. They need your service to generate revenue, and you need their continued business to generate yours.
    • Maintain structure with some fluidity: Keep deliverables clear and stick to the intended plan as much as possible, but always leave the door open for input and feedback.
    • Let them in: While some of your tools and processes may be proprietary, give them access to dashboards and data when possible. Let them in on (non-confidential) tidbits about your agency that “outsiders” wouldn’t know. Their earning your trust is just as important as you earning theirs.
    • Stay honest: This means giving pushback on your client’s desires or requests that may not be best for long-term success (wants vs needs). A good partnership is not one where both parties constantly agree; it’s one where the two parties come together with different perspectives to bring to the table, resulting in better output than either one could have achieved on their own.

    6. Be proactive rather than reactive

      Akvile DeFazio, President of AKvertise, makes this a priority with clients.

      Her team makes sure to proactively:

      • Share ideas and propose new campaign strategies.
      • Forewarn about upcoming platform changes and any action required.
      • Educate the client to empower them further.

      “This shows care and builds trust, and our clients share that they appreciate our diligent proactivity,” she says. “When we work with clients, we aim to be a seamless extension of their team and genuinely embed ourselves as so. When they win, we win, and proactive communication is the key to success for all.”

      7. Be empathetic rather than defensive

      This recommendation from Mark Irvine, Director of PPC at Search Labs Digital, ties back to the partnership mentality in tip #5. The scenario here is that your agency is doing great work. Performance metrics continue to climb. But the client is upset. They aren’t seeing new business come in.

      “A wrong response here is to dig your heels in,” Mark says. “Telling them that their business is doing fine is at best tone-deaf. Instead, let them talk it out and listen to them. This may even lead them to discover the problem is in their other marketing or sales teams.”

      If this ends up being the case, Irvine recommends that you take yourself out of the problem to prevent it from becoming an “us versus them” situation. Take the approach of teaming up together to come up with a solution. Use language like:

      • “I see what you’re talking about.”
      • “This is a valid concern.”
      • “That really is frustrating, we’re glad you brought this up with us.”
      • “Let’s make a plan to review this and report back with some solutions to remedy this.”

      Position yourself as a partner in their campaigns. Value their feedback. Even if you’re an expert, allowing them to work with you will help build a long, trusting relationship.

      “And remember,” Mark adds, “if you dismiss or fight their concerns, there’s an agency sales rep somewhere else who will be happy to listen to them vent about you all day.”

      8. Establish structure around communication

      Brett McHale, founder of Empiric Marketing, LLC, provides some great tips around communication and setting boundaries:

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      Stay away from being “always available

      Being always available, whether through Slack or other forms of direct communication, blurs the ever-important work-life balance. It can also distract you away from other clients.

      Hold regular meetings with actionable takeaways

      Instead, establish weekly or bi-weekly meetings to check in, review performance, and answer questions. “I always have some takeaway or action item from those meetings,” Brett says. “This keeps me accountable, and when I deliver on things that I say I’m going to do, it helps build trust with the client.”

      Use email and instant messaging

      Brett says, “Email can be very robotic, and I try not to be too professional or polished all the time. Communicating with clients directly via a messenger helps to build rapport and have a more laid back ‘human-to-human’ relationship.”

      He suggests designating instant messaging for urgent matters and email otherwise. This cuts out the back-and-forth emailing and also reassures your clients that while you may not always be available, you will never leave them hanging.

      how to strengthen relationships with clients the seven c's of effective communicationhow to strengthen relationships with clients the seven c's of effective communication

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      9. Share your concerns early

      This suggestion from Mark Irvine is particularly relevant to the many changes happening in the advertising realm lately. The scenario here is that your client has big plans and aspirations, and you want to say yes to everything they want. But in the back of your mind, you’re not sure if they can create that audience in Google or build that campaign on Bing. You’re unsure of how the new iOS updates will impact their Facebook targeting.

      “Don’t nod, say yes, and then stress,” Mark says. “You lose trust with your client if you say you can do something and then can’t, even if that’s not your fault.”

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      Instead, show your expertise by sharing your concerns. Practice saying:

      • “That’s a really good idea. I know that some ad policies might come into play as we explore it, so let me double-check those first.”
      • “This new change could pose some challenges to us. I’ll keep an eye on it as it changes over the coming days.”
      • “It’s tough to say what this means for us yet, but I wanted to make sure we all knew about it in advance.”

      If you really have to put your foot down, try something like:

      “We agree that this is a great idea, but we can’t in good conscience proceed with it until we know that it won’t cost you in the long run.”

      Be transparent and ask them for their trust. Most of the time, you’ll come out as the person who helped them navigate through uncertainty, and they won’t forget that.

      10. Embrace small talk

      Small talk often gets a bad rap, but Susie Marino, WordStream’s Senior Content Marketing Specialist and former Customer Success Specialist, has found that it actually helps with building strong client relationships.

      “I know it can feel cringey or uncomfortable at first, but just go for it,” she says. “You’d be surprised at how receptive clients are. Next thing you know, you’ve got a great rapport going, and the banter at the beginning of meetings becomes more meaningful.”

      “People love to talk about themselves, and clients are no different,” Susie adds. “When you ask them about how that home garden is coming along, they’ll be pleasantly surprised. These conversations reveal how much you truly care.“

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      Clients are people who like to work with real people who also have personalities and personal lives. If you don’t show a touch of personality with small talk, it will be harder to stay connected and to demonstrate your genuine care, outside of campaigns and metrics.

      11. Establish quarterly business reviews

      Francine Rodriguez, former Senior Manager of Customer Success at WordStream, believes that quarterly business reviews are essential for client retention.

      “I think all agencies get into a cycle of monthly reporting and proving that deliverables were completed,” she says. “It is important to take that step back once a quarter and have a focused conversation on high-level strategy.”

      The QBR allows the agency and the customer to reflect on new goals, the efficiency of strategies taken in the past, and what needs to pivot for the future.

      It is also a time to allow your customer to provide insight into how their business goals are changing and perhaps what strategies outside of the agency’s scope they are also planning in the near future. Having that dedicated time to talk without existing action items on the table is a great way to strengthen the relationship, create trust, and become better partners.

      It may also lead to surprising discoveries, where an agency could find opportunities to upsell its customers into new services. If your agency is doing QBRs now and your conversations don’t look any different from your regular monthly check-ins, it is time to change the format!”

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      Start cultivating strong relationships with your clients today

      Strong agency-client relationships are built on virtues like trust, reliability, transparency, and personability, and they result in greater outcomes for everyone involved. If you find that you’re lacking in productivity, loyalty, or the overall feel of harmony with your clients, see if you can adopt or improve any of these strategies for your agency:

      1. Gather “hard” and “soft” information about your client
      2. Internalize that information
      3. Go above and beyond with your proposal
      4. Have an onboarding process
      5. Treat clients like partners
      6. Be proactive rather than reactive
      7. Be empathetic rather than defensive
      8. Establish structure around communication
      9. Share your concerns early
      10. Embrace the small talk
      11. Have quarterly business reviews

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Google change the meaning of “Top Ads”

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Google change the meaning of “Top Ads”

What is Top Ads in world of Google? well it’s changed. Today Ginny Martin, Ads Product Liaison at Google shared a subtle but potential significant change of definition of Top Ads. If your deep in the detail of paid search campaigns on Google this is the kind of tweak that’s easy to miss.

Now Google’s documentation reads;

Google change the meaning of Top Ads

Top ads are adjacent to the top organic search results. Top ads are generally above the top organic results, although top ads may show below the top organic results on certain queries. Placement of top ads is dynamic and may change based on the user’s search.

Google’s official documentation

Ginny clarified on LinkedIn that this is a definitional change (as ads can appear above the organic result or below for certain queries) and doesn’t affect how performance metrics are calculated. And that the definition update clarifies that top ads may show below the organic results for certain queries. Although, for most queries, ads will continue to appear at the top of search results.

Why make the change? Anthony Higman suggested it might be due to the change in how some ads are being presented like in the screenshot below and the general shift towards more SGE on the SERPs and the consequences that change in user experience might have on ad placement. And does seem part of increased amount of experimentation on where ads appear on search engine results pages.

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1711605382 993 Google change the meaning of Top Ads1711605382 993 Google change the meaning of Top Ads



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