This edited extract is from Digital and Social Media Marketing: A Results-Driven Approach edited by Aleksej Heinze, Gordon Fletcher, Ana Cruz, Alex Fenton ©2024 and is reproduced with permission from Routledge. The extract below was taken from the chapter Using Search Engine Optimisation to Build Trust co-authored with Aleksej Heinze, Senior Professor at KEDGE Business…
Mastering effective ad copy is crucial for achieving success with Google Ads. Yet, the PPC landscape can make it challenging to discern which optimization techniques truly yield results. Although various perspectives exist on optimizing ads, few are substantiated by comprehensive data. A recent study from Optmyzr attempted to address this. The goal isn’t to promote…
Reddit is changing its rules in a way that may ensure its mods never go rogue again. On Monday, Reddit’s VP of community, Laura Nestler, announced in a post on the platform’s r/modnews subreddit that the company was changing Community Type settings rules. Going forward, moderators will be required to submit a request to Reddit…
Snapchat (Snap) has been deceptively marketing itself to young people despite monumental risks of sexual scams (sextortion), according to New Mexico Attorney General Raul Torres. The state filed a lawsuit against the platform in early September, alleging it did not do enough to warn users of online risks despite employees waving red flags. New Mexico’s…
AI-powered search engines have made significant strides in the past year, not only comparing favorably to mainstream search engines like Google and Bing. Leveraging sophisticated open-source language models that rival commercial ones, today’s AI search engines offer high quality search experiences, innovative user interfaces, and robust privacy features many users will find attractive. 1. Brave…
On the far-right, some have developed an obsessive fixation on two things: interracial relationships and pornography. If you’ve ventured into the conspiracy-laden world of X (formerly Twitter), you’ll find disturbingly prevalent discussions of the Great Replacement Theory. This white supremacist conspiracy theory — pushed on the site by owner Elon Musk himself — suggests that…
SEO is a rapidly evolving field, making it important for professionals to continuously expand their knowledge and skills. We’ve put together a list of essential SEO books suitable for readers at various levels. Some books on this list provide a foundation in core concepts, while more advanced practitioners can explore topics such as entity optimization.…
Executing a good vacation takes time, effort, and, ultimately, a whole lot of luck. Of course, there are some issues associated with the industry, including environmental impact and a heightened focus on consumerism, but when you’re in the research phase of a new trip, you might want to find some influencers to take you along…
Executing a good vacation takes time, effort, and, ultimately, a whole lot of luck. Of course, there are some issues associated with the industry, including environmental impact and a heightened focus on consumerism, but when you’re in the research phase of a new trip, you might want to find some influencers to take you along…
When it comes to large websites, such as ecommerce sites with thousands upon thousands of pages, the importance of things like crawl budget cannot be understated. Building a website with an organized architecture and smart internal linking strategy is key for these types of sites. However, doing that properly oftentimes involves new challenges when trying…