SearchCap: Insights on Long-Form Content, Bid Boosting Strategies, & Google Customer Match

Below is a summary of notable events in the search industry today, featuring insights from various sources.

Updates from Search Engine Land:

• The SEO And User Science Behind Long-Form Content
  Sep 28, 2015 by John E. Lincoln
  Contrary to popular belief, long-form content on the internet is both read and effective. Columnist John Lincoln presents evidence supporting the success of longer articles in terms of ranking and conversion.
• Bid Boosting On Bing: Discover The Untapped Value
  Sep 28, 2015 by John Cosley
  John Cosley explains the concept of bid modifiers in Bing Ads campaigns and details how bid boosting functions to enhance campaign performance.
• Final Chance: SMX East Starts Tomorrow! All Access & Expo+ Passes Still Available.
  Sep 28, 2015 by Search Engine Land
  Get ready for SMX East in NYC, the largest search marketing conference. The event features over 50 sessions on paid search, SEO, social media, and more, aimed at optimizing ROI, conversions, and engagement.
• Google Announces Customer Match: Upload Email Lists For Search, Gmail, YouTube Ad Targeting
  Sep 28, 2015 by Ginny Marvin
  For the first time, advertisers can use Customer Match to set bids and craft specific ads for audience segments using first-party data.
• Desktop Search: Google May Have Peaked Last Year According To comScore
  Sep 25, 2015 by Greg Sterling
  comScore’s latest report suggests a possible peak in Google’s dominance of the US desktop search market last year, with Bing and Yahoo showing stable or slightly increased shares.

Recent Headlines from MarTech:

• Up A Half Million In Six Months, Facebook Says It Now Has 2.5 Million Advertisers
• Choosing The Right Call To Action: What Do We Need To Ask Of Our Subscribers?
• The Many Faces Of Programmatic Ad Fraud
• A CMO’s View: How The World Surf League Is Building Its Brand One App Download At A Time
• Google’s Universal App Campaigns Now Available To All Advertisers In AdWords
• Sports Brands Jump Aboard Twitter Native Polling Test
• Google To Let Advertisers Upload And Target Email Lists In AdWords With Customer Match
• Morgan Stanley: No, Apps Aren’t Winning. The Mobile Browser Is.

Search News From Around The Web:

Industry

• Google’s 17th Birthday

Link Building

• Build Links Using Content Marketing
• Google Implies Linking Externally Doesn’t Benefit Your Rankings

Local & Maps

• Google Local Search Phone Hack
• Google Maps and Aclima Committed to Mapping Air Pollution in California

Search Marketing

• Scraping and Cleaning Your Data with Google Sheets: A Closer Look
• Search vs Social: Where Should You Be Spending Your Advertising Budget?

Searching

• Through the Google Lens: Search Trends Sept 18–24
• Google Translate Tool Has Changed the Way I Travel
• Bing Predicts the Most Popular Fall TV Shows and Releases New Entertainment Experiences

SEM / Paid Search

• 18 Plugins to Speed up Your Google Analytics Implementation
• Are Multi-Channel Efforts Undermining Your PPC?
• PPC Strategy Through Expansion and Reviews
• Yahoo Unveils New Technology Offerings at Advertising Week

SEO

• How To Optimize for iOS9 Spotlight Search