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“Paid Search and SEO Manager — EZ Texting - Built In Austin” plus 3 more

“Paid Search and SEO Manager — EZ Texting - Built In Austin” plus 3 more


Paid Search and SEO Manager — EZ Texting - Built In Austin

Posted: 14 Sep 2020 02:40 AM PDT

Who We Are:

EZ Texting is the #1 text communications technology company delivering fast, easy, and effective solutions for businesses across a wide variety of industries. Dreamers first, we are at the forefront of revolutionizing the way businesses communicate with their customers and believe personal relationships can transform an organization's ability to grow. 

Our employees are our greatest strength. We're expanding quickly and scaling our teams to help accelerate growth while remaining committed to hiring exceptional, values-aligned talent. We have consistently been rated a Top 100 workplace and are committed to being a best-in-class employer for remote work — with benefits to match!

We are open to hire in CA, GA, NY, OR, TX, & WA, but welcome top applicants nationwide as we expand our operating boundaries.

Role Overview: 
The Paid Search & SEO Manager is responsible for developing and executing the search marketing strategy to acquire new customers and engage and retain existing customers. The position requires strong online marketing skills and web optimization expertise in order to design innovative and successful digital marketing campaigns to drive growth through direct online selling channel and BDM sales channels.
The Paid Search and SEO Manager will create the strategy and execute planned digital marketing programs and promotions for Paid Search and SEO programs. The Paid Search & SEO Strategist will analyze the success of our online marketing campaigns, keyword strategies, web optimization and promotions to provide strategic direction and guide investments to both drive new and qualified traffic and retain and reactivate customers
Primary Responsibilities:

  • Create budgets for each target audience, develop marketing plans and goals, execute programs, measure and provide regular reporting and insights on campaign performance
  • Manage SEO Agency on planning and execution of paid search, SEO, keywords, web optimization efforts, and ensuring programs are optimized, ROAS, ROI, and new to file targets are met
  • Work cross-functionally with internal Marketing and Web teams to manage end to end campaign execution, content keyword best practices, on-page optimizations, back-end development work all while ensuring strategies are aligned, assets are created, and deadlines are met.
  • Lead web developers and web designers with implementing technical SEO best practices such as page speed performance, UX, HTML/CSS tagging, etc
  • Create strategic roadmap and manage the relationship with external paid search agency to drive online traffic including both new and existing customers through Paid Search, Product Listing Ads, Dynamic Search Ads and other digital marketing programs. Analyze program success and optimize performance.
  • Partner with the internal BI Group and SEO Agency to develop performance analytics and synthesize information to clearly communicate key learnings, actionable strategy, and recommend to leadership how increased SEO investments can impact revenue growth while maximizing ROI

Requirements: 

  • 5+ years SEO management expertise within SaaS or Cloud categories delivering paid search strategies, analytics, or related experience.
  • Experience in building strategies targeting SMB customers for direct ecommerce sales opportunities and/or building lead generation pipeline for BDM and sales teams.
  • Up-to-date industry expertise in best practices, algorithm updates, and Google mobile-first indexing
  • Practice of advanced SEO and applied techniques (data analysis, technical troubleshooting, etc.).
  • Proven track record of increasing traffic, improving brand, and site visibility within major search engines for high-intent keywords.
  • Functional knowledge of SEO research tools such as Google Analytics, Keyword Ranking Tools, DeepCrawl, Screaming Frog, SEMRush, DeepCrawl, Botify, Google Search Console, Google Lighthouse, Google AdWords Keyword Planner, etc.
  • Google analytics and Adwords certification a must
  • Agency management experience preferred.
  • Strong attention to detail, problem-solving, and time management skills.
  • Strong initiative/self-motivated individual with a strong desire to succeed.
  • Excellent verbal and written communication skills.

Benefits:

Benefits available to EZ Texting team members include, but are not limited to:

  • 100% paid medical, vision, dental and life insurance for self (70% for families)
  • Stock options
  • 401(k) plan
  • Paid vacation and unlimited sick leave
  • Paid parental leave
  • Annual personalized learning reimbursement
  • Quarterly wellness reimbursement

Remote-work optimization benefits including:

  • Monthly internet reimbursement
  • Monthly flexible remote work stipend, including DoorDash subscription
  • Annual home office enhancement stipend
  • Direct-billing ordering for supplies 

EZ Texting is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.

Read Full Job Description

Strictly Legal: Amazon survives challenge on keyword advertising - The Cincinnati Enquirer

Posted: 18 Aug 2020 12:00 AM PDT

Jack Greiner Published 2:29 p.m. ET Aug. 18, 2020 | Updated 2:29 p.m. ET Aug. 18, 2020

CLOSE

The issue of "keyword advertising" – a concept unique to the internet – continues to generate court decisions.  And in the most recent decision, Goliath has triumphed over David.

Keyword advertising is a simple concept.  If someone wants to draw attention to their product or service, they purchase key words from search engines.  Any time someone searches for that term, an ad for that person's product or service shows up on the results page.

So, for example, a personal injury lawyer may purchase the word "accident."  And anytime someone enters that term in a search, an ad for that lawyer will show up.  The concept gets a little tricky though, where the key word is someone else's trademark.  Can someone buy the trademark of a competitor that triggers the competitor's ads every time someone searches for the trademark?  The answer generally appears to be yes, as a recent case involving Amazon demonstrates.

Amazon purchased certain keywords for use in sponsored advertising, including keyword "Baiden" through Google's AdWords program and on similar programs offered by "Bing.com" and "Yahoo.com.   Ayse Sen, the owner of the Baiden trademark alleged in her complaint that the campaigns diverted online traffic to a landing page on Amazon's website displaying competitor products which reduced her online traffic and decreased sales for her products.

The key issue for the court in a trademark infringement suit is whether the alleged infringement created a "likelihood of confusion."  Would the consumer mistakenly purchase the competitor's product because the advertising led the consumer astray? 

In assessing Sen's infringement claim, and the likelihood of confusion, the court considered several factors.  One was whether the product was such that consumers would be careful about what they were purchasing.  This factor is a function of price and the function of the product.  I am probably more concerned with the brand of my refrigerator than I am with the brand of the bottled water I put in it.  Here, the Baiden products were a line of skin care items.  While not tremendously expensive, the court noted that "a reasonably prudent consumer is likely to exercise a high degree of care when purchasing facial and body products. Specifically, to avoid a potential outbreak or allergic reaction. Therefore, a consumer is more likely to exercise a higher degree of care, as opposed to purchasing other types of products."  For this reason, the court felt there was not a high risk of confusion.

In addition, the court noted that there was little evidence of any actual confusion.  Sen produced one instance where a consumer returned a competitor's product to her.  But the court noted that this seemed to be an isolated instance, and in any event, it couldn't be definitively attributed to the Amazon advertising.

Finally, the court noted that Amazon labeled its keyword advertisements such that it was very clear that they were Amazon ads, and not the Baiden home page.  This undermined Sen's confusion argument significantly.  The court ultimately found that Sen simply couldn't prove her case and granted Amazon summary judgment. 

People are likely of differing minds when it comes to keyword advertising.  Some may see it as shady, and others may see it as an opportunity to ensure consumers have plenty of choices.  But to prevail on a trademark claim, a plaintiff had better come armed with evidence that the advertising is likely to confuse. 

Jack Greiner is managing partner of Graydon law firm in Cincinnati. He represents Enquirer Media in First Amendment and media issues.

Read or Share this story: https://www.cincinnati.com/story/money/2020/08/18/strictly-legal-amazon-survives-challenge-keyword-advertising/3389943001/

7 Google Keyword Planner Hacks You Need To Know Today - Digital Market News

Posted: 24 Aug 2020 12:00 AM PDT

Any marketeer in the world who wants to grow their business is aware of the Google Keyword Planner tool provided by the tech giant Google. It was earlier called Google Keyword Tool. Millions of people around the world use google and they have a vast audience. People use Google to decide what to wear, where to go, and most importantly what to buy. It allows you to be seen by customers via well-timed ads from the moment they start searching for the things you or your business offers. It does not matter whether the ads appear on a mobile or on a desktop, as long as the customer finds the ad relevant to their search. Although most of us have heard of it, not many of us actually know how to use google keyword planner to bring in ideal customers. 

The Google Keyword Planner provides a host of services, such as : 

  • Increasing Website Traffic

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It allows you to drive online sales, bookings, or mailing list signups via their ads.

  • Increasing the number of phone calls:

The number of customer calls are sure to increase with ads that provide your phone number and a click to call button.

  • Increase shop visits

Via their well-placed business ads that provide the Google map facility, you will find more customers at your door interested in buying what you provide.

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The Google Keyword Planner tool has a bad reputation since Google removed the feature to see a concrete monthly search volume. The data now seems to appear very vague and shows an unclear range, that does not help in customer analysis. You can get this feature back if you run an AdWords campaign but that costs a lot of money and not everyone has that kind of advertising budget.

Many people have advised to stop using Google Keyword Planner because of the above reasons. However, this should not stop you from capitalizing on the Google Keyword Planner because it still has some amazing features which can be capitalized by SEOs. 

Through this article, we will look into how to use Google Keyword Planner efficiently. I will also provide some amazing hacks that will help you in getting back the exact search volumes.

So let's get started.

  1. How to unlock exact Key search volumes.

Google is extremely reluctant to show exact Key search volumes and this is one of the main reasons many seasoned SEO managers have boycotted the tool. Let's understand this better with an example. If you take a look at two keywords (SEO services and SEO consultants)  on the Google planner tool, you will see that it provides a range of the search volumes i.e 10K – 100K  instead of an exact number. 

However, if you search the same keywords on Ahrefs Keywords Explorer, you will notice that the 'SEO services' keyword gets more traction than the other. 

I will show you two ways how you can do that.

Method 1 – For max CPC analyze the estimated expressions.

You can start by manually adding a ton of keywords in the "Get search volumes and metrics" tool. You can also check the keyword ideas view, which provides similar suggestions and include them in your plan. Be alert and select the "exact match" option when it is prompted. 

Now go to the keywords view and in their drop-down menu, keep the max CPC target as high as it can go. Now if you see the impressions column, you will get an estimation of the number of impressions your particular ad will get in that particular month if you use those specific keywords. 

Since you have kept the max CPC target as very high, the real monthly search volumes will be very near to the exact monthly search volumes shown in Ahrefs keyword explorer. 

It is just one of the many ways of gauging search volumes and is in no way definitive. 

Method 2. Install Keywords Everywhere

Keywords everywhere is one of the many Chrome extensions that Google provides. It adds CPC and search volume to all the sites that you use such as YouTube, Amazon, Google, etc. It is also available on Firefox which is an added benefit. 

Although it adds a lot to the search volumes, extracting this data is very hard. You can use XPath Code and the Scraper Chrome Extension to export this data. Although the data is not definite but it is a lot better than the data you would get by normally using the Google Keyword Planner tool.

  1. Adding Keyword ideas for ten terms all at once to the  Keyword Planner tool.

Anyone who has been a regular user of the Google Keyword Planner tool knows that you cannot add more than ten keyword ideas. However, I will provide you a way to get past that hurdle. 

The solution is very simple. You just need to add these multiple keywords one by one and not all at once. You can add these keywords in your plan by selecting thé option of "select all " in the checkbox and then "add to plan".

So if you want to add all the 743 suggestions of the keyword SEO, you just "select all 743" and "add to plan". And voila it is done. It was not a hassle at all. 

Under keywords, you will find the historical metrics tab. You just need to click on it and you will see that all 743 suggestions have been added to your plan. They have also been de-duped in order to remove identical keywords. The list appears in alphabetical order by default, but you can change it according to your needs. 

  1. Take inspiration from the keyword ideas provided by your competitors. 

As you know Google Keyword Planner has the ability to generate suggestions for keywords using only a URL.

So what you can do is go ahead and copy their URLs, paste in and select "Entire site" from the provided drop-down. 

You might end up finding a couple of keyword suggestions, pertaining to their brand. You can just use the filter to leave them out.

Filter > keyword text > brand name

You can also choose the "this page option" if you are interested in searching for keywords for a particular blog post or social media page. 

Some might call it stealing, but at the end of the day, it is more like spying on your competitors to get your hands on some good keyword suggestions. 

  1. Look for the questions that the public is asking.

Any SEO person or marketeer is interested in knowing what kind of questions the audience is asking. This allows them to gauge the market reaction and try to shape their services to the needs of the audience. Tools like Free keyword search and Answer the public is widely used by everyone for this purpose.

However, instead of using a separate tool for this, you can tune the keyword planner to perform the same functions. 

In the checkbox, you need to filter the keyword and enter any one of the following: what, why, who, when, how, where.

Filter > keyword text > contains > [who,what why, when, how, where]

You need to do this for all the 6 suppositions, after which you will get an elaborate number of suggestions for these questions. You can also filter out these questions based on the needs of your search. I would advise you to create an ad group for these questions. It will become a lot easier to export these questions into an Excel file or a Google Sheets file if you want to.  

If we still consider the keyword "SEO", then some of the questions that might be added to your plan will be as follows:

  • What is SEO?
  • How many SEO tools are there? etc

The Ahrefs Keywords Explore also provided the same results when the seed keyword 'SEO' was searched. 

  1. Use Page Bid to look for meaningful keywords. 

Google Keyword suggestions are very helpful but the efficiency is lost when you end up filtering out the suggestions that are not important to your business. It takes a whole lot of time. It gets irritating when you realize you have to remove hundreds and thousands of keywords manually. 

So what to do? I recommend you make the use of the "Top of page bid (high range)" column. But what is that? Google's definition is that it displays the" higher range of what advertisers have historically paid for a keyword's top of page bid." It depends on the location and the settings. It is very similar to AdWords, but it is very beneficial. 

This data shows that if advertisers are up for bidding on a particular keyword, it means that they have had good sales from that keyword. Any Keyword, that can convert cold leads to sales, is worth looking into and adding to your plans. You should always sort the keywords from high to low in order to understand which keyword has the highest demand. You can do this by sorting the column header. One bonus tip is to sort the data in ascending order to find informational search terms for blog posts or social media pages. Another pro tip would be to search for the keyword on Google and have a look at the businesses that are using those keywords to advertise their products. 

  1. Modify your search volume ranges to the city level while targeting nearby localities. 

You have realized by now that the maximum of Google Keyword searches are not capable of telling you the number of people searching for that particular term in that locality, state, or area. You can only view search volumes for an entire country. This kind of data is vague and does not provide proper marketing strategies to the local SEO. 

Local SEO helps businesses promote their products and services to local prospects and customers. To gather information for local search, search engines rely on signals such as local content, social profile pages, links, and citations to provide the most relevant local results to the user.

Let's take an example of a Google keyword like a plumber.

Let's begin by employing the first hack i.e using impressions. By doing this you will get an approximate number of thirty thousand impressions in thirty days. However, this data is on a pan-US basis. Now if you add a Los Angeles location filter you will know that around 12k people have searched for the word plumber. 

You can also use this method to understand what are locations that have the maximum number of searches for the keyword.

So if you want to search for a word like "Henderson's relish", you can select all the locations on the Plan Overview section. You will know that Henderson's relish is searched mostly in the United Kingdom. Now if you want to look further into this, you should add the UK in the location option and the results will be more localized. So you just need to do this repeatedly to really understand which state, city or county has the maximum number of searches. 

  1. Understand what devices are being used by the public.

This will allow you to optimize your site according to the different devices customers use to browse the web.

Conclusion

Although the Google Keyword Planner has its disadvantages, but it has many features that can be used to optimize your searches.

You can combine Ahrefs Keyword Planner to Google Keyword Planner to get exact search volumes and more.

So go ahead and use these tips to get some valuable insights. 


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Study: Pay-per-click (PPC) Advertising Industry 2020 Rising Trends, Share, Size, Global Demand, Growth Rate, Application and 2026 Forecast | Top Players are Google, Bing, Yahoo, Ask.com, AOL.com - The Daily Chronicle

Posted: 14 Sep 2020 01:54 AM PDT

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