Simone Dassereto

This screenshot explains why, if you're sending cold emails, you shouldn't worry about the reply rates reported by others. 🌟Your reply rate will vary greatly based on your use case.🌟 This specific campaign is one of dozens of link-building campaigns Antonio Gabrić runs for Hunter. 53.6% reply rate. Antonio is a superstar, but let's be honest—these stats are unachievable if you're using cold email to sell a SaaS product, for example. And even within the same use case, no two campaigns are the same. There will be different dynamics depending on your pricing, whether or not you have a free trial, timing, brand, etc. All this will influence your reply rate tremendously. Instead of looking at what others are sending: 1. Understand that cold email is a process. You won't get far sending one campaign per year. 2. Make sure you understand the key metrics and track them relentlessly. 3. Continuously hone your approach and messaging.

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Last week, our SE Ranking team attended brightonSEO, one of Europe’s biggest #SEO conferences. So, I’ll share some insights I took from the event. While most are about SGE (one of the industry's hottest topics), I also included some additional notes on the conference's topics. 🔎 #SGE All speakers were on the same page about SGE. Google’s new search experience is not ready for the rollout and probably won’t be released on Google I/O (May 14th, 2024). Meanwhile, the speakers (and many other experts) compared SGE snippets to featured snippets, highlighting that the industry had already experienced a similar shift. SEOs believe the main SEO principles will remain the same in the new search (SGE). But the industry doesn’t currently have SGE performance tracking tools yet (only manual checks). Also, one speaker (Marcus Tober) has quite a fresh opinion on this: It’s easier for Google to grow revenue through ecommerce rather than through the development of AI. For example, today’s lack of diversity in ecommerce organic search results helps Google get more clicks on ads (though this might be the thing with other niches as well). Here are some of the speakers’ (Tom Capper, Kapwon Dingis, and Marcus Tober) main points: 👉 SGE still looks like it’s in its preliminary stages. It should not be rolled out in its current form, but investors may exert pressure on its launch.  👉 SEOs should expect a less radical departure from traditional search. Traffic erosion may unfortunately occur, with a potential traffic decline of up to 30-70%. Meanwhile, organic traffic will become more valuable as organic results space shrinks. 👉The highest satisfaction in SGE usage is among users 18-24 years old (based on Google’s report). 👉 Paywall content appearing in SGE results might cause legal issues. 👉 Some sites with low domain trust/weak backlink profiles/no organic traffic can be found in SGE. 👉 Google wants to become the catch-all solution for ecommerce 👉 There’s no need to target easy informational searches. But this already started with featured snippets. 👉 Open AI and Perplexity aren’t a threat to Google’s search business. This is based Other observations (on the topics): 👉Trending topics: There was much discussion around content production with AI (ChatGPT), EEAT, plus talks on brand building, PR, and alternative traffic channels. 👉AI Content & ChatGPT: Focus on prompt generation and improving the quality of generated content (and humanizing it). Creating & training your own ChatGPT chat appears to be a trend. 👉Technical SEO: There were fewer talks on speed and Core Web Vitals (or even no talks). There were more talks (and interest) on log file analysis. And finally, kudos to all the great speakers for their hard work! Here are some of my favorite talks (though there are many more ones I’d love to pick up on): 👉Malcolm Coles (Creating a dashboard for keyword tracking) 👉Neil Barnes (Storytelling) 👉Jonjo Rowlands (Humanizing generated content)

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Simo Ahava & 🛰️ Yoann FERRAND found out that Google has updated its server-side Google Tag Manager documentation, replacing the term "Immutable parameters" with "Internal parameters" to clarify their purpose. The list of parameters has been refined to include only Google-specific ones, reducing confusion and potential privacy concerns. Modifying these "Internal parameters" or other parameters like ip_override and client_id could impact data collection, so it's important to follow the documentation when making changes. While modifying certain parameters may still affect data collection, they are no longer labeled as "Immutable," indicating that changes may not necessarily cause significant issues. #GTM

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Why cooperation between Google Ads and Google Cloud is crucial? Numbers don't lie. 🤘 Google Cloud Results: +20% Conversion Rate +1000% machine learning speed 5x more A/B tests (and more accurate) Approach: "The centralized data management and the new calculation models have enabled the exponential increase of internal analysis, reducing costs and improving the reliability of the results and, as a consequence, of the strategies." https://lnkd.in/eQ87F4vB

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Very interesting talk by Bernardo Ferreira at the #SEOConference yesterday on Google's Generative Search #SGE. What does this mean for #SEO? This search approach was created by Google to improve the efficiency and quality of search engine responses using Artificial Intelligence. Organic searches are highly impacted by the paradigm shift and changing user behavior. SEO is now adapting to searches with more conversational terms, and some say we may see a decrease of up to 80% in average CTR. As an SEO professional in the hospitality industry, it was very interesting to hear Bernardo's contribution and that of many others at this event organized by Marco Gouveia. #SearchEngineOptimization #DigitalMarketing

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If you're investing in #PPC and not in #SEO, you're leaving yourself open to these kinds of pricing games that negatively impact your bottom line. Sure, there are strategies you can employ (like this post mentions - targeting the #2 position instead of the top position) - but it's ultimately a monetization channel for Google and they're going to ensure that the Golden Goose keeps laying golden eggs for as long as they possibly can. If you're looking to get back control of some of your marketing dollars and have been hesitant to invest in SEO, it's time we talk. New Media Advisors can help.

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TikTok Affiliate is the top of funnel you dreamed of. Take Nello Supercalm for example. $2M in TikTok Shop revenue in last 90 days (most which came from affiliates). This brand wasn't even on the map until it blew up on TikTok Shop. Tarte Cosmetics previously reported 100%+ halo effect from TikTok Shop on retail sales. Pictured below is Nello's: - TikTok Shop Revenue - Google Search Volume; indexed Their branded Google Search volume was relatively 0 UNTIL it started cranking on TikTok. While many are thinking TikTok Shop is a pure direct response performance play, it's just as much an awareness play. FREE impressions (until they convert). These impressions lead to awareness, search volume spike, and omnichannel revenue spike (Shopify, Amazon, retail, etc). There's literally no reason imaginable to not have a major social affiliate focus in todays DTC world.

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Google Ads vs. Facebook Ads: A Quick Take from a New York Taxi Driver Targeting Capabilities: Google Ads: Keyword Targeting:  It’s like pickin' up a fare at the airport. Folks already know where they wanna go, you just get 'em there. Demographic and Location Targeting:  Google knows a bit about who and where folks are, but not as much as Facebook. Facebook Ads: Audience Targeting: Cruisin' through Times Square. You can spot exactly who might need a ride based on their looks and what they're doin'. Custom Audiences: You can even recognize familiar faces—those who've seen your cab before or called you for a ride. Ad Formats: Google Ads: Search Ads: These are like your cabbie ads you see on the search page—straightforward, tellin' folks you’re available. Display Ads: Think of these as billboards and posters around town, but online. Shopping Ads: Like store windows, showcasing products right on Google Shopping. Video Ads: Ads you catch on YouTube, kinda like the TV screens in the back of my cab. Facebook Ads: Image and Video Ads: These pop up right in folks' feeds on Facebook and Instagram, like seein' ads on bus stops or while walkin' down the street. Carousel Ads: It’s like flippin' through a photo album—multiple pics or videos in one ad. Collection Ads: Picture this: a storefront right there in your social feed. Lead Ads: Like a clipboard ready to grab your info without you havin' to step outta the cab. Cost and ROI: Google Ads: Cost-Per-Click (CPC): These clicks can cost ya more 'cause there’s a lotta competition out there. Return on Investment (ROI): If you're lookin' for riders ready to hop in, Google Ads are your best bet. They’re searchin' for you, and you’re ready to pick ‘em up. Facebook Ads: Cost-Per-Impression (CPM) and Cost-Per-Click (CPC): Usually cheaper than Google. It's like cruisin’ around lookin’ for fares. Return on Investment (ROI): Great for gettin’ folks to know your name and remember you. Perfect for remindin' folks to hop in your cab next time they need a ride. Audience Intent: Google Ads: High Intent: These riders are ready to go. They got a destination in mind, and you’re just the cab to get ‘em there. Facebook Ads: Passive Engagement: Folks are just browsin' around. You gotta grab their attention and make ‘em wanna take a ride with you. Analytics and Reporting: Google Ads: Detailed Analytics:  Google tells you everything—how many folks flagged you down, how many actually hopped in, and how much each ride cost ya. Google Analytics Integration: Syncs up with Google Analytics to give ya the full picture. Facebook Ads: Robust Insights: Facebook shows ya who’s checkin' out your ads, how they’re interactin', and who’s ridin' with ya. Customizable Reports: You can make custom reports to see whatever details you need. #marketing. #google

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Thanks Foundation Marketing for analysing our SEO content strategy. With now +3 years at Contentsquare the SEO team & results have evoluating a lot! 3 differents managers (cc Cynthia Dubourd 😘 Valeria C. 🎉 Sean Potter 🎉) 3 differents scope (West Europe > EMEA > Global) Start to work with some talented people: Serge Baudrillart (悠扬) Elisa Fadon  And tools: Mark Copy 💙 0 pairs in 2021 > 3 pairs in 2024 (cc Sean Potter Thomas Busson Nurshaan U.) In terms of results on organic/awareness: Monthly organic traffic x3 since 2021 🔥 Domain raiting note +12 pts  +16.6K of keywords/ month  +36.1K of organic traffic/ month 🚀 2021 number of SEO pages created: 391 pages (total traffic on those pages: 1.1K) | 1,089 pages (total traffic on those pages: 20.8K)  #teameffort 🤩 Nea Björkqvist Jack Law Vasavi Pandey Auxi R. Romain M. Quentin Maison Link of the article in comment.

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Ever noticed conversion rates like 1.50 or 5.50 in your Google Ads campaigns? This isn't a mistake—it's because of the Data-Driven Attribution model! Instead of giving all the credit to the last click, DDA spreads the credit across all the touchpoints that lead to a conversion. This means you get a clearer picture of how your keywords and ads contribute to your success. In my recent campaign, I saw conversion rates of 1.50 and 5.50. I can now assess which ads are really driving results and make smarter decisions to optimise my strategy.

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Just read this fascinating article by Julia McCoy on Search Engine Land about the recent Google updates that aim to increase the content quality on their search engine and the effects of AI. It's important to note that Google is not targeting AI content, but rather eliminating useless, repetitive, and unoriginal content, regardless of whether it's created by humans or AI. The latest update's goal is to surface websites with valuable content while removing bad ones that don't benefit users. It's crucial to keep up with these updates and adapt to them, or else you risk falling behind. With SEO AI, you can leverage the power of AI while providing quality content that enhances the user experience. If you're interested in learning more about how we've successfully navigated these recent updates, DM me. #googleupdates #seo #leads #content #AIcontent

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#googleads 💸 – I found this recent piece by Search Engine Land (SEL) quite interesting: https://lnkd.in/e_H9CMSc In the article, Danny Goodwin points out several instances of #google methodically manipulating ad auction pricing, as surfaced during the U.S. Department of Justice (DOJ) antitrust trial against Google. His remarks are corroborated by the DOJ's Plaintiffs’ Closing Statement which anyone can see for themselves at https://lnkd.in/ePTYWRqq The key points SEL makes, based on the DOJ's closing deck: 🎩 Monopoly power: Google's control over ad prices & competition exclusion resulted in attempts to boost ad prices for revenue gains. 🤕 Advertiser harm: Several (Ex-)Googlers' statements during the trial suggest that there weren't just mere "attempts" but rather successful instances of tactics leading to artificially higher bids (a.k.a. higher costs for advertisers), namely: ↳ 🪙 »Format Pricing« – In 2017, a project called 🍁 »Momiji«, was launched to inflate runner-up bids in ad auctions, causing a 15% increase in the winning advertisers' CPCs. (Internally, Googlers seemed to describe this as the »best knob to engender large price increases.«) ↳ 🔨 »Squashing« – Is the name of a technique »which increases an advertiser's lifetime value based on how far their pCTR [predicted click-through rate] is from the highest pCTR on query.« According to Prof. Michael Whinston, Google started to boost the ad ranks of the bidder with the 2nd-highest pCTR to basically »raise the price against the highest bidder«. (As the documents suggest, Googlers saw the opportunity to make »likely billions« off the combination of format pricing & squashing.) ↳ 🥈 »Randomized Generalized Second-Price« (RGSP) – This started in 2019 and seemingly replaced format pricing. RGSP is basically Google throwing a die, where it randomly decides between top bidders with a similar »long-term value« who gets to be at the top (more details: https://lnkd.in/eEtx82Q2). While Google argued this would lead to a fairer outcome, the overall effect of this seemed to be higher average bids & a significant uptick of Google's revenues. (Side notes: Google never told advertisers about this, and to this day, no advertiser is able to opt out.) ↳ 🔍 The decline of the Search Query Report – It's nothing new for anybody in #SEA, but the DOJ rightfully re-emphasized the increasing lack of transparency for advertisers, especially when it comes to the search terms their ads showed up for, leading to a high potential of useless ad clicks stemming from broad & phrase match keywords. In the DOJ's original file, several other interesting findings can be made – I recommend a read. Basically, it's a reminder: Google Ads has its greedy side. Don't trust 'em too much – and always maintain as much control & oversight over your account as possible.

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Last 7 Day’s SEO Daily News Recap: Mon Apr 08 2024 - Sun Apr 14 2024 Algorithm Updates: 1. Weekend Google Core Ranking Volatility - SEO community observes ranking volatility and discusses potential Google search ranking updates: https://lnkd.in/eY4p8u2m Organic Search Strategies: 1. Position One Whiteboard Friday - Tom Capper discusses the evolving landscape of position one rankings in SEO: https://lnkd.in/e78gTruc 2. Google Search Central Live Romania 2024 Recap - Insights from the first-ever official Google SEO-focused event in Romania: https://lnkd.in/erDnTqbK SEO Best Practices: 1. Google Maps Updates Suggest an Edit Workflow - Google simplifies the process for suggesting edits to business listings on Google Maps: https://lnkd.in/efafR-rt 2. Google Vertical Rankings - John Mueller clarifies that ranking in Google Shopping or Image search does not impact core web results rankings: https://lnkd.in/egC8ex5c Technical SEO: 1. Google Structured Data Carousels Beta Docs Update - Google updates documentation for Structured data carousels with feature availability and markup placement guidance: https://lnkd.in/e-2hzhUx 2. Google Indexing & Core Updates Are Independent - Google reaffirms that indexing systems are separate from core update ranking changes: https://lnkd.in/e56_rWjw Content SEO: 1. Google-Reddit Content Licensing Deal - The impact of Google's deal with Reddit on brand perception and engagement: https://lnkd.in/ejKK_sTb 2. SEO Takeaways from SGE’s Partial Rollout - Analyzing the impact of Google's Search Generative Experience on organic listings: https://lnkd.in/eibH6P69 For all the links to the articles, visit the SEO Daily News Report: https://shorturl.at/bozLN.

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Why skippable ads are better than non-skippable ads? 📌 You can only do remarketing for skippable ads 📌 You pay for ‘views’ and not for ‘impressions’ #googleads #youtubeads

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"𝗜 𝗵𝗮𝗱 𝗺𝘆 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝘀𝗽𝗲𝗻𝗱 𝗿𝗲𝗱𝘂𝗰𝗲𝗱 𝗯𝘆 30% 𝗶𝗻 𝗮 𝗺𝗼𝗻𝘁𝗵..." "My client saw a 2x increase in clicks using my Google Ads strategy..." Such claims circulate often here on LinkedIn. But here's what's usually missing from the real story : → The actual ROI from these clicks → The cost per conversion and the customer lifetime value → The long-term impact on overall business growth Avoid getting caught up in the numbers alone. It's not about spending less each month and getting more clicks. Focus on using your budget wisely to attract high-quality leads consistently. That's the real measure of success for the team at Digital Next, UK

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New Responsive Search Ad Report 📣 You can now see your Ad Extension (or Assets) performance with each RSA. Why this helps: ⤵ ✅ See what extensions are shown on your ads, and how often. ✅ See how often your ad extensions are showing. ✅ See the common combinations of your ads & assets. ✅ Better insight on what Campaign or Account level assets are being used at ad level. No doubt, this can be a powerful Google Ads report when seeing what extensions are performing the best, and which extensions compliment the ad most in your combinations tab. What are some other ways you could use this new report?

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Free Dynamic Remarketing Training I created a free dynamic remarketing training. That shows: - how to measure a product id - how to create an audience - how to select the dynamic remarketing option in Display Ads Like this post and react with 𝐟𝐫𝐞𝐞 𝐭𝐫𝐚𝐢𝐧𝐢𝐧𝐠 and I will send the three videos. ----------- ♻ Share and Like this post if you found this insightful ----------- For more tips and information check my Google Ads settings template: https://lnkd.in/e65mXXai #PPC #SEA #Ads #GoogleAds

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When #SEO could be illegal: Legal liabilities of bad SEO tactics. Second edition. Following the feedback from users, my colleagues Andrea,,",," Scarpetta,,",,," Martino Mosna E. Luca Bove and Floriana Capone, Italian lawyer specialized in Internet law, 𝗵𝗮𝘃𝗲 𝗶𝗻𝗰𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗲𝗱 𝗺𝗼𝗿𝗲 𝗹𝗲𝗴𝗮𝗹 𝗿𝗲𝗳𝗲𝗿𝗲𝗻𝗰𝗲𝘀. Before that, we changed the title. The second edition is available 𝗼𝗻𝗹𝗶𝗻𝗲 𝗳𝗼𝗿 𝗳𝗿𝗲𝗲, here: https://lnkd.in/dp29BM9a In addition to our experience, we had the support of: Gabriella S., international SEO and marketer ChatGPT and Gemini A special mention goes to Giorgio Taverniti The ebook is organized by the type of activity; for each activity or implementation, the following information is provided: - What the activity is - Example - Violation of Google’s Policies - What can happen - Violation of the Law and economic sanction

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