Why updating your messaging is the best strategy right now [Video]

The COVID-19 crisis has cast a shadow over all interactions, including communications between businesses and their customers. While business goals should always be kept in mind, brands need to adapt their messaging and their offerings to turn this economic downturn into an opportunity to serve their audiences. [embedded content] During our PPC for B2B session…

COVID-19 Marketing Strategies Learned from NBA Lockouts

In 1998, stalled negotiations between the NBA Players Association and league owners led to a lockout. During lockout periods, players and teams are forced to the sidelines and can’t participate in official team practices or training sessions. After 204 days, the lockout ended, and the NBA announced it would be playing a compressed 50-game season,…

Up next on Live with Search Engine Land: Should you go all-in on brand marketing now?

On Friday, I will moderate our next Live with Search Engine Land discussion on brand vs. performance marketing during COVID-19. We’ll discuss whether marketers should be focusing on top-of-funnel awareness campaigns and less on the bottom-of-the-funnel during this tumultuous period. With reduced budgets and pressure to justify spend and hit sales targets, marketers often default…

Why Leaders Are Moving Media Dollars to SEO Now

Three weeks ago, much of our marketing became useless. Ads now run in empty elevators, billboards fill vacant streets, and all our events are canceled. CEOs and CMOs are trying to figure out what to do. Many are cutting back their media spends significantly. Some are seizing this moment to set their companies up for…

Google Search Console reports may have changed

Google has updated many of the reports within Google Search Console to “cover a smaller number of pages, in order to provide better performance in Search Console,” Google wrote. The reports impacted include AMP, Mobile Usability, Speed, all rich result reports. What changed? Google said that in order to provide a quicker and more responsive…