Good morning, “Do not go dark.”

That was the consensus among the commerce marketing panelists on Live with Search Engine Land Friday. “The research shows that brands that go dark in downturns have a very difficult time coming back,” said Tony Verre, VP of e-commerce at The Integer Group. “We are also [telling clients] not to go dark” and stay visible, agreed Kaitlin McGrew, SEM strategist at PMG. 

I asked whether companies who’ve had to shift so much so quickly will sustain an agile mentality when we come out of this — will it have a fundamental impact on how companies plan and execute? (I think the answer is yes.)

Bryant Garvin, CMO at silicon ring and watchband startup Groove Life, said being nimble has always been in the company’s DNA, but that it will be even more core to operations going forward. For big brands, “it’s opened their eyes in terms of what you can do,” said Verre. All agreed that brands that don’t learn from and run with an agile, digital-first mentality will not be the ones that last, much less grow in the long run. That’s just the tip of the iceberg in a wide-ranging discussion. Watch the full replay here.

Multi-location retail chains can now use the Google My Business API to publish Google Posts at scale for the first time. That’s for both COVID-19 and non-COVID Posts. Google says this is just temporary, but maybe we’ll see a change of heart? Most businesses still aren’t using Google Posts, but they offer an effective — and free — opportunity for any local business. If you’re not using Posts, yet, local SEO pro Joy Hawkins offers some advice here

Keep reading for a Pro Tip from Joe Martinez on TrueVie Discovery ads and more. 

Ginny Marvin,
Editor-In-Chief

 
 
 
Pro Tip
 

Is there an ideal video length for TrueView Discovery ads?

“I do not have a recommended length, but I recommend embracing longer video content,” explains SMX speaker Joe Martinez of Clix Marketing. “Remember, people go to YouTube to engage with video content. And if you’re targeting the right audience, they clicked on your video ad for a reason. They WANTED to watch your ad. In the example I talked about in my presentation, we had 5-7% of users watching a 30-minute video. And we only paid pennies to have them interact with our brand for half an hour. If you have long video content that answers questions, or maybe just entertains a specific group of users, embrace the long video content for TrueView Discovery.”

Learn more »

 

How to succeed in a “Zero-Click Google World”

In 2019, companies dependent on search traffic found out that, for 51% of all searches performed, Google fails to deliver a click to any external website. The data behind the growing number of these “Zero-Click Searches” prompted preeminent search expert Rand Fishkin to proclaim that Google is now undeniably “everyone’s competitor” in search. This white paper from LongtailUX demonstrates the solution is to beat Google to the punch — creating landing pages that serve longtail search better than Google can.

Learn more »

 
Search Shorts
 

When is the next Google core update?

Rel canonical. It is good practice to set a rel=canonical for your pages, Google’s John Mueller said it said on Twitter “regardless of the framework it’s a good practice to specify a rel=canonical, especially if you have preferences regarding the URL shown.”

Next core update.  There is no schedule for the release of Google core search updates, so hard to say if the next one is delayed, said Mueller.

Google cache obsession. “Where does the obsession with the google cache come from?” Martin Splitt from Google asked on Twitter.

SpecialAnnouncement schema generator for urgent announcements. International SEO consultant Aymen Loukil has shared his structured data generator for the recently announced schema type. The tool also works for product schema.

 

Join 6,000+ marketers online TOMORROW for Discover MarTech!

Just because you’re stuck at home doesn’t mean you can’t discover something new. Attend Discover MarTech online this Tuesday – Thursday (for free!) to learn proven ways to overcome common marketing challenges, prepare your organization for a post-coronavirus world, and explore time-saving tools from more than 50 solution providers.

Register now! »

 
 
 
What we're reading
 

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

Cumulative Layout Shift (CLS) in AMP – The AMP Blog

Fee relief to support our news partners during COVID-19 – Google Blog

Google Now Supports Government Benefits Schema For COVID-19 Announcements – Search Engine Roundtable

Google told to follow Europe’s privacy rules on virus tracing app – CNBC

How Excel Macros Save Digital Marketers Time – PPC Hero

Matter. How SEOs Can Help… Now – Whiteboard Friday – Moz

Optimizing for SEO Using PPC Quality Score Components – Seer Interactive

SEOs Are Breaking Pagination After Google Changed Rel=Prev/Next: Here’s How to Get It Right – Ahrefs

Smart Speaker Sales Rose 6% in Q1, Despite Uncertain Coronavirus Impact – Voicebot

Webcast: SEM strategies for unprecedented times – Microsoft Advertising

 
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