Good morning, do you love puzzles?

Your future in digital marketing may get even brighter. 

“What are the skills that are going to be important for the next few years in digital marketing? @danatanseo love puzzles, love forensics, and a high tolerance for change. DAMN STRAIGHT. Love this. #Keynote #SMX,” Tony Verre of Dream Fire Digital captured Under Armour’s senior manager Dana Tan’s answer to my question during a keynote discussion with her and Benjamin Spiegel, chief digital officer of P&G Beauty. 

We discussed many of the trends and digital opportunities affecting commerce marketers. Spiegel @benjaminspiegel said P&G mines search data to inform not just marketing campaigns and product messaging but R&D for new products. There’s gold in those trend and query reports.  

And if you’re in the market…Spiegel and Tan also both noted they are hiring.

Some other takeaways heard around the conference this week: 

  • Spy on competitors’ taxonomies with Screaming Frog to close competitive gaps. – Arsen Rabinovich, TopHatRank.com
  • Put UTMs in your Google Posts for tracking. – Greg Gifford, VP of Search, SearchLab
  • Invest in window shoppers and front load your budget well in advance of your peak season. – Genevieve Head-Gordon
  • The two most important metrics when talking to the dev team about page speed are First Contentful Paint (FCP) and First Interaction Delay (FID). – Jessica Bowman
  • Sales velocity is a direct factor in organic visibility on Amazon — and FBA can influence that. – Nancy McLaughlin, Director, Marketplace Search & Enterprise Client Service

Keep reading for a Pro Tip on e-commerce category pages and more.

Ginny Marvin,
Editor-in-Chief

 
 
 
Pro Tip
 

E-commerce category pages outperform product detail pages in SERPs

“E-commerce category pages represent a larger opportunity for ranking and driving organic search traffic than product detail pages, according to research unveiled at SMX West 2020 on Thursday,” explains SMX West speaker Jill Kocher Brown of JumpFly. “Specifically, e-commerce category pages – which include parent category, subcategory and product grid pages with faceted navigation – ranked for 19% more keywords on average than product detail pages ranked for.”

Learn more »

 

60-Minute Masterclass: Google Ads & Phone Call Conversions

Google Ads generates billions of phone calls to businesses every week. While these calls can be your most valuable leads and conversions, they are often the most difficult to optimize. But they don’t have to be. Join phone call conversion experts from Google and DialogTech for a crash course in the latest and most advanced strategies to drive more revenue-generating calls from Google Ads at a lower CPL.

RSVP today »

 
Search Shorts
 

Google on E-A-T

Google algorithms on EAT.Our systems aren’t looking for EAT. Our raters are using that to see if our systems are working well to show good information. There are many different signals that, if we get it right, align with what a good human EAT assessment would be,” Danny Sullivan said on Twitter.

JavaScript featured snippets.  Google can now show featured snippets from pages fully built in JavaScript, meaning Google is fully rendering and processing that page with no issue.

Hreflang testing tool. Max Prin has come out with a new tool for testing your hreflang implementations, you can access it at https://technicalseo.com/tools/hreflang/.

 

Google's Danny Sullivan to keynote SMX Advanced!

Join us June 8-10 in Seattle for Danny’s first return to the SMX stage since joining Google in October 2017. His through-the-looking-glass keynote will provide an invaluable glimpse into the search engine’s inner-workings from the man who knows it best.

Learn more »

 
 
 
What we're reading
 

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

As Google heads to the Supreme Court, Oracle takes aim at its industry allies – The Verge

Exclusive: Google users in UK to lose EU data protection – sources – Reuters

Gmail on the web adding ‘search chips’ to help filter results – 9to5Google

Google Maps 101: how contributed content makes a more helpful map – Google Blog

Google Posts Now Allows Multiple Photos & Videos – Search Engine Roundtable

Nofollow links: Here’s what’s changing in March 2020 – Vertical Leap

Now hiring: Customer Journey Officer – Microsoft Advertising

SEO Plans: Get Buy-in from the Boss – State of Digital

Timeless SEO tips: 6 universal SEO tactics – Yoast

Why Schema Markup is a Pivitol SEO Strategy For 2020 – Site Visibility

Will Adding Keywords to a Google My Business ‘Description’ Impact Ranking? – Brodie Clark Consulting

 
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