Why search entrepreneurs don’t suppose a devoted four-year diploma is critical; Thursday’s every day temporary

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Good morning Marketer, that was quite a reaction.

On Tuesday I asked you for your thoughts on a four-year course specifically for PPC or SEO. Thank you to the many professionals who responded – you should have received an answer from me!

“My first reaction to your question was to say that a PPC / SEO degree would be useless because anything you learned in the first year would be out of date by the second or third year,” Rachel J. said, making one Opinion which read: Shared by many of you: “But then, as I was thinking about my own marketing degree, I realized that the things I was taught were not tactical, but evergreen concepts that would add to it to develop an understanding of marketing as a practice. “

Colin C. pointed out that updates to platforms and top-down government laws would also affect the value of such a specific degree – “A digital marketing degree that is the full package, including the necessary technical skills, is what I believe “, More worthwhile.”

And I had the feeling that Joseph J’s opinion resonated with the SEOs among us: “You’re going through the course and 8 core updates have already been pushed live on Google, now you have to learn a few things again, unless you have taught you during the courses. “

What I discovered, which I had not expected, is the desire for a curriculum that encompasses our daily campaign work and marketing principles that can prepare us for the next step in our career. As someone programming SMX, your answers will be recorded.

George Nguyen,
editor

Users can now leave more detailed restaurant reviews on Google

Google’s advanced options for restaurant reviews. Image: Google.

Google expanded restaurant reviews to allow users to indicate the price range, type of meal (breakfast, lunch, dinner, etc.), and whether they ate to take away, delivered, or eaten. This feature is now available to mobile users on Android or. available iOS, and it’s live for all restaurants in the US. More countries and categories will be introduced in the future.

Although this is a user-oriented function, restaurant owners can also use these advanced ratings to improve their customer experience and to identify competitors who, for example, also offer deliveries or operate in the same price range.

Google told us that filtering searches based on this information isn’t currently possible, but that doesn’t mean the feature won’t be rolled out at some point – I have a strong inkling that it will. When it does, users have a new way to find the exact dining experience they are looking for. And Google has announced that it will expand expanded ratings to additional categories so that the effects on the restaurant industry will eventually be felt in other local economic sectors as well.

Read more here.

Say goodbye to the standalone strategies of maximizing conversion and maximizing conversion value

In April we reported that later this year advertisers would only see the Smart Bidding strategies Target CPA (tCPA) and Target ROAS (tROAS) as optional fields that were bundled with the strategies Maximize conversions and Maximize conversion value . Well, we’re not quite there yet, but we’re a little closer.

“Advertisers will shortly only see the updated fields Maximize conversions with an optional target CPA or Maximize conversion value with an optional ROAS,” a Google spokesman told Search Engine Land. “We have not and will not yet convert existing target CPA and target ROAS strategies to these new fields (this will be done next year with great advance notice). This has no influence on the bidding behavior. “

If you don’t see the standalone strategies “Maximize Conversions” or “Maximize Conversion Value”, it is. It is not yet known when Google will switch advertisers’ Target CPA and Target ROAS strategies to the new fields, but we’ll keep you updated when we find out.

Google_Shopping_Deals_Black_FridayThe Deals section that may appear when users are looking for major retail sales events. Image: Google.

Before the holiday season, Google is introducing new sections in its search results to showcase offers, introduce promotional highlighting tools, and expand reporting capabilities in Google Merchant Center.

“Offers related to your search” is a new section on the Shopping tab that shows discounted or inexpensive products. And when users search for deals at major retail sales events like Black Friday, Google displays a new carousel highlighting relevant deals (see above). When uploading via the Google Merchant Center, these promotions and offers are automatically displayed to users on the shopping tab, even if the retailer or manufacturer does not place any ads on Google.

The company has also introduced the ability to indicate that a promotion is only available to first-time customers, and promotions can now be highlighted on the Shopping tab – this can be done through the Google Merchant Center. In addition, historical bestseller data and data on relative demand will be added to the bestseller report in the Merchant Center. Either of these can be used to help retailers choose their inventory in preparation for a big shopping vacation.

Read more here.

The reviews are fake, but the threat is real

“One would assume, therefore, that the company, with the world’s leading AI from Google, which can translate 109 languages ​​and identify poison ivy in the wild from a photo, can detect obviously fake reviews,” wrote Mike Blumental, co-founder of LocalU andU GatherUp for his Publication NearMedia: “And if they do, they should be able to create a review environment that doesn’t make bad companies look good.”

Fake reviews undermine all of the hard work business owners and employees put into improving their products, experiences, and services. In articles and blog posts, the damage these reviews do is usually an abstract concept – but in Blumenthal’s article titled “The High Cost of Fake Reviews,” he picks a specific example of a company, Kelly Lift Equipment, that defrauded became customers of hundreds of thousands of dollars.

With 4.2 stars, 123 ratings and a GMB listing with address, opening hours and phone number, Kelly Lift Equipment passed the legitimacy test at a glance for many, including Bill Scalise, whose experience was the basis for this article. Scalise and many other victims didn’t bother delving deeper into the reviews or referring to the company’s BBB page before getting involved – an oversight that would have exposed the scam it got into. In the end, it cost him nearly $ 18,000. Another victim said she was defrauded of $ 120,000. That is money they no longer have and money that is not being used to support a legitimate business.

Blumenthal’s insight was that while buyers can and should be aware, platforms have a responsibility to ensure their reviews are trusted, especially if the platform regularly brags about how powerful its AI is.

About the author

George Nguyen is an editor at Search Engine Land, specializing in organic search, podcasting, and e-commerce. His background is journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host, and public school teacher.

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