Good morning, another app looks to monetize with ads.

The newest ad platform operator could be Uber. The company is setting up to sell ad space to restaurants in the Uber Eats food delivery app. That means it could start competing with Yelp and Google, among others, for restaurant ad dollars. Uber Eats operates in more than 500 cities globally. 

On the SEO front, Aja Frost, senior SEO strategist at Hubspot, chatted with Barry Schwartz about how she helped restructure the company’s SEO strategy. Hear how Hubspot uses a topic cluster approach to building out “content universes” that have “pillar pages” for the higher level content. And if you like that, Aja will be talking SEO content strategies at SMX East in NYC next week! 

Speaking of SMX, I’ve spent much of the past week reviewing really smart speaker presentations. It’s going to be an incredible couple of days chock full of SEO and PPC discussions and networking. A keynote from Rand Fishkin will kick things off. We’ve also got a track devoted to agency operations — from pricing and pitching to time management strategies on Wednesday and a track for multi-location brand marketing on Thursday. Plus a whole lot more. It’s not too late to join us — check out the agenda here

Read on for a Soapbox on saying goodbye to average position in Google Ads and more.

Ginny Marvin


Why I’m so glad Google ended our relationship with Average Position

It happened – Average Position is gone. Caput. Outta here. It was, at its best, a vanity metric and not a reliable indicator of how well your ads were positioned. On a small scale, you could have seventy ads in position one and thirty ads in position five for an Average Position of 2.2. An Average Position of 2.2 would have many believe their ads were at the top more than 70% of the time.

Now I understand positioning is very important. Google understands, too, otherwise it wouldn’t have provided us with Top Impression Share and Absolute Top Impression Share as an improvement over Average Position.

Still, these new metrics simply lend themselves to helping us see the bigger picture of our campaigns’ overall health. Some PPC managers, including myself, have long been obsessing over where ads are positioned rather than doubling down on the entire ecosystem of a campaign. It is time we place more importance on how all campaign metrics are intertwined and work together to improve ROI. As PPC managers, we don’t have to rely on a single metric to make decisions – nor should we want to.

– Anna Blanken is a PPC specialist at Farah & Farah law firm

Soapbox is a special feature for marketers in our community to share a specific tactic others can use to elevate their performance. You can submit your own here.


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Search Shorts

Dwell time, Google parsers and APIs

Speed report APIs. Google released new speed reports in Search Console, but the company has no ETA for when APIs might be released for them, said John Mueller of Google.

Google parser. Did you know the Google parser on production uses a different port from the one used in Search Console? That is what Gary Illyes from Google said.

Dwell time. Martin Splitt from Google said, “we’re not using such metrics” such as dwell time or time-on-page when it comes to ranking.


SMX East is next week!

Body: Join 1,300+ search marketers November 13-14 in NYC for an unrivaled training experience, including a firehose of tactic-rich sessions covering SEO, SEM, CRO, agency operations, local search marketing for multi-location brands, analytics, mobile, video, content, tools, and more. Don’t miss your last chance to attend SMX in 2019!

Register now! »

What We're Reading

We've curated our picks from across the web so you can retire your feed reader

2019 holiday checklist: Inspire shoppers with gift-giving ideas – Google Blog

95+ Ideas for Google Ads Remarketing Lists – WordStream

A day in the life of the Technical SEO team – QueryClick

A Year of SEO Testing with ODN – Distilled

Earning A Wikipedia Listing – InLinks

International Search Engines: SEO For Baidu, Yandex, & Naver – Botify

Jeremy Stoppelman’s Long Battle With Google Is Finally Paying Off – BuzzFeed News

October 2019 Winners and Losers: Amazon Soars While Travel Sites Plummet – Search Metrics

Two Wrongs Don’t Make A Right With Google – Search Engine Roundtable

Wearable Tech Spending Will Jump 27% Next Year: Report – Voicebot

Why URL Redirects Are So Important to SEO and Your Website – State of Digital

Houston SEO