Good morning, ready to mine that gold?

You know search data has value, but are you evangelizing and sharing those insights throughout your organization? Contributor Sebastian Compagnucci says it’s our job to do so. This data can have exceptional power to inform business decisions far outside of search silos. 

Just one example: In his talk at SMX West this spring, Benjamin Spiegel, chief digital officer for Procter & Gamble Beauty, shared that they had “about 30 different projects running that are purely based on an insight from search, not from an R&D lab.”  

That’s 30 potential products, features or variations spun up from understanding how and what consumers are looking for! 

So if you’re ready to get your hands dirty (in the best way), Sebastian offers a great way to compile and analyze search trend data to help bring new insights to your organization (and raise your profile internally). Follow his steps for creating a view of search data that can inform larger business decisions

And don’t let the VLookup scare you. Sebastian’s right, once you know how to do it, it’ll open up a world of possibilities. It’s worth it, I promise.

Today: Join Live with Search Engine Land at 1:00 p.m. ET for our discussion on Facebook Ads and optimizing for California under CCPA. I’ll be joined by social ads expert Akvile DeFazio and analytics expert Simon Poulton to ensure we cover all the bases. Sign up here to join us.

 Keep reading for a look at a new ads test and more. 

Ginny Marvin,
Editor-In-Chief

 
 
 
Spotted
 

New multi-image Shopping ads test

The next time you hover over the image in a Google Shopping ad, you may see a slideshow of additional product images. James Webster, e-commerce PPC specialist at UK-based agency Impression, shared a screen recording of the experience on Twitter this week. 

One more reason to include multiple images in your product feeds. 

 

5 critical elements for local marketing success

This guide from MarTech Today examines the market for local marketing solutions and the 5 critical elements for local marketing success: Listing Management, Local SEO, Local Landing Pages, Reputation Management, and Paid Search and Social Media. Also included are profiles of 17 leading local marketing solution vendors and capabilities comparisons.

Read more »

 
Search Shorts
 

Bing to add image and video reporting

Bing Webmaster Tools image & video reporting. “We plan expanding on images and videos reporting” within Bing Webmaster Tools.

Heading tags order. John Mueller of Google said the order of your heading elements on your page really does not matter.  it won’t hurt you to have an H5 come before an H1.

Users vs Bots. “I wouldn’t worry too much about how Google recognizes good sites, I’d worry about how users recognize good sites,” Mueller said.

 

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Attract new business, boost team morale, and showcase your company’s achievements — enter the 2020 Search Engine Land Awards now!

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What We're Reading
 

We've curated our picks from across the web so you can retire your feed reader.

5 common SEO KPIs you should be ignoring – State of Digital

5 Times When SEO Siloing Can Make or Break Your Search Engine Rankings – BruceClay

Find new faves faster on Android TV – Google Blog

Google Asking Searchers How Fast A Site Loads – Search Engine Roundtable

Google’s Search Monopoly Complicates a Mental Health Crisis – Bloomberg

Update to Other restricted businesses policy (October 2020) – Google Advertising Policies Help

Wasteful Wednesday with Wil Reynolds #10 – Keyword of the Week “Manuals” – Seer Interactive

Youth Oriented Content Scores at Google? – Go Fish Digital