Community Corner: Spotlight on Search Engine Land Award Winners Brainlabs & Trimark Digital

During the last five weeks, Search Engine Land has conducted a number of interviews with last year’s Search Engine Land Award Winners. In this week’s series, we are featuring Brainlabs and Trimark Digital.
Brainlabs was awarded two trophies at last year’s event: Best Retail Search Marketing Initiative for SEM and the Best B2C SEM Initiative for Enterprise award. Trimark Digital’s SEO campaign for the Fairview Garden Center helped it win Best Overall SEO Initiative for Small Business award.
“We’ve long been known as a lead generation agency from a paid search perspective,” says Trimark Digital lead digital strategist, Dani Roberts. In today’s spotlight interview, Roberts shares how the team focused on a client’s organic digital performance to take home the award — proving her agency’s ability in SEO as well as paid search.
If you’re considering whether or not to submit an entry for this year’s Search Engine Land Awards, be sure to check out interviews with last year’s winners:

Search Engine Land Source

Unit economics: The foundation of a good SEM campaign

A strong understanding of the economics of any business unit is absolutely critical to any digital marketing campaign managed against non-brand key performance indicators (KPIs) in a search engine marketing (SEM) campaign.
One would think any reasonably large and successful business would have a good handle on their unit economics, and that this knowledge will be shared down the chain of command to the mid and lower levels of the marketing team.
But time and time again, I have found this critical foundation is missing, miscommunicated, insufficient or is so outdated as to make it worse than worthless.  “Worthless” in this case means that bad data does no actual harm. “Worse than worthless” means the utilization of the wrong KPI goals resulting in media waste and — more importantly — missed revenue and profit opportunity.
In other words, the company’s health is at actual risk because the marketing team and the business team aren’t on the same page.  In some

Search Engine Land Source

Community Corner: Spotlight on Search Engine Land Award Winners MediaHub & UPMC Health Plan

Last year, more than twenty agencies and SEO professionals were recognized for their excellence in SEO and search marketing at the 2017 Search Engine Land Awards. To give insight into the winning campaigns and the award submission process, we have been conducting interviews featuring last year’s award winners.
In today’s edition of the Search Engine Land Award Winners spotlight series, MediaHub’s associate director of search shares more about the Royal Caribbean search campaign that earned the agency its “Best Enterprise SEM Initiative for Travel & Lifestyle” award. UPMC Health Plan’s Zach Cole is also featured. His team was named the “Best In-house Team of the Year for SEM” at last year’s awards event.
The 2018 Search Engine Land Awards will be hosted on June 12 in Seattle, Washington as part of the SMX Advance Conference after hours events.
First launched in 2015, this will be the fourth consecutive year for the Search Engine Land Awards. And while

Search Engine Land Source

Community Corner: Spotlight on Search Engine Land Award Winners iCrossing, Merkle Inc. & Todd Silverstein

In this week’s edition of our Search Engine Land Award winners spotlight series, we are featuring the agencies who won the 2017 awards for Best B2B Search Marketing Initiative for SEO, Best Retail Search Marketing Initiative for SEO and Best Enterprise SEM Initiative.
We also are interviewing Todd Silverstein, who won the award for Best Overall SEM Initiative for Small Business. While Silverstein serves as the US head of performance marketing at Edelman Digital, it was his work as an independent contractor for a small business that earned him a 2017 Search Engine Land Award.
“It’s important for me to always practice what I preach, and I’ve been pushing my Performance Marketing team at Edelman Digital to always deliver incredible client results,” says Silverstein. “Because of this, I jumped at the opportunity to perform advanced SEM implementation.”
This year’s Search Engine Land Awards event is being hosted in Seattle, Washington, on June 12, 2018, during the SMX Advanced Conference. If

Search Engine Land Source

Community Corner: Spotlight on Search Engine Land Award Winners Wolfgang Digital, Metric Theory & Precis Digital

This year’s Search Engine Land Awards will mark the fourth consecutive year the SEO and SEM community has come together to celebrate the best and brightest in the industry. The 2018 event will be hosted in Seattle, Washington, on June 12 in conjunction with the SMX Advanced Conference, and it has been expanded to include several new award categories.
Started in 2015, the Search Engine Land Awards has not only recognized top-performing SEO and SEM professionals and agencies, it has raised thousands of dollars for a variety of nonprofits, including Be the Match, CODE.org, the Dana Farber Cancer Institute and Women Who Code.
As we near this year’s awards event, Search Engine Land is taking a look at last year’s winners in a collection of interviews highlighting the campaigns that won and the results they generated.
For our latest addition to the series, we talk to the teams that took home awards for Best Overall Search Marketing Initiative and Best

Search Engine Land Source

Community Corner: Spotlight on Search Engine Land Award Winners Odd Dog Media & SapientRazorfish

In 2015, the Search Engine Land Awards were introduced to recognize the top performers in the SEO and SEM community. The inaugural event was a big success by all accounts. Hosted in New York City during the SMX East conference, the awards program drew hundreds of attendees and raised thousands of dollars for Be the Match, a national bone marrow donor program, and CODE.org, a nonprofit committed bringing computer sciences into the classroom.
Since its inception, The Search Engine Land Awards have put a spotlight on the best and brightest within the SEO and SEM industry. Not only are individuals and agencies within the search community recognized for their outstanding work, the event continues to raise thousands of dollars for charitable organizations.
This year, the Search Engine Land Awards event will be hosted in Seattle, Washington, during the SMX Advanced Conference on July 12, 2018. In anticipation of this year’s awards program, Search Engine Land is running this interview

Search Engine Land Source

Searchmetrics wins important victory in patent infringement lawsuit

An important ruling was issued last Friday in the 4-year old patent infringement lawsuit that SEO platform BrightEdge filed against competitor Searchmetrics. The California federal court judge sided with defendant Searchmetrics, ending a long and expensive court battle.
At issue in the federal case were five patents Brightedge claimed were being infringed upon by competitive SEO platform Searchmetrics. Searchmetrics successfully argued that the patents owned by Brightedge were both abstract and broad and thus did not offer an “inventive concept” that satisfied precedent (Alice Corp. v. CLS Bank Internationl, 2014) which ruled that abstract ideas are not patentable under Section 101 of the Patent Act — unless the claim contains an “inventive concept” that sufficiently transforms the idea into an application that then becomes patent-eligible.
In his ruling the judge agreed, invalidating the five patents owned by Brightedge. The plaintiffs had requested that a sixth patent be amended to the suit but the judge denied this request as

Search Engine Land Source

6 ways ad agencies can thrive in an AI-first world

Artificial intelligence (AI) and machine learning have long been part of PPC — so why are AI and machine learning all of a sudden such hot topics? It is, in part, because exponential advances have now brought technology to the point where it can legitimately compete with the performance and precision of human account managers.
I recently covered the new roles humans should play in PPC as automation takes over. In this post, I’ll offer some ideas for what online marketing agencies should consider doing to remain successful in a world of AI-driven PPC management.
Be a master of process
According to the authors of the book “The Second Machine Age,” chess master Garry Kasparov offered an interesting insight into how humans and computers should work together after he became the first chess champion to be defeated by a computer in 1997. In matches after his loss to Deep Blue, he noticed a few things:

A human player aided by a machine

Search Engine Land Source

PPC agencies will play these 4 roles when automation takes over

Earlier this year, I wrote about how artificial intelligence (AI) and machine learning are driving automation in PPC and then again about how Google’s latest wave of AdWords innovations is driven largely by these same technologies.
As the move towards automation accelerates, how should agencies and PPC managers update their strategy? What processes will they need to remain competitive? And what can they really expect from automation tools in the market today? I’ll cover all these topics in a series of upcoming posts, so I’d love to hear your ideas. But today, let’s begin by looking at what roles humans and agencies will play in PPC. .
1. Agencies will teach machines to learn
Now that machines can learn, they certainly will surpass humans, right? The reality is that machine learning is still very dependent on humans. We program the algorithms, we provide the training data, we even manipulate the training data to help the machine get it right.
Machine learning often

Search Engine Land Source

Looking to get out of the SEO business? Good!

It’s not your imagination — there’s no denying that SEO has become increasingly difficult over the last few years.
A recent thread on WebmasterWorld highlighted this fact when a poster lamented the challenges he has faced adapting to changes in the SEO industry, and he said that he was considering leaving the industry entirely. This prompted Barry Schwartz to share a poll collecting feedback on the topic from a wider pool, and I was initially quite surprised to see that a large percentage of respondents shared the same concern as the original poster.

In hindsight, I shouldn’t have been surprised at all. I can definitely understand the frustration. You build a business based on what you think the rules are, and almost immediately, they seem to change.
Isn’t that the nature of every industry, though? Amazon, Uber and Netflix all shook their respective industries in seismic ways. And as that happened, we heard the same cries that things are getting too

Search Engine Land Source