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Hello Marketers, and have you heard of the nugget sofa?

If you are a parent of young children or know of one, this may be the case. They’re basically ridiculously expensive sets of foldable and different shaped cushions that you can fit into all kinds of forts, sofas, and play areas. Not only can you make it into a rocket, reading nook, and tent, but it’s also easy to move around your home, kids’ room, or playroom.

My partner told me that at the beginning, marketing for the nugget was aimed at the students, and I can totally see it. University residences have minimal space and a folding sofa that can be used for lounging, studying, or watching movies should do the trick, right? But the price was probably not suitable for this particular target audience. In addition, “the university market was too small – most sales take place in a single month of the year”, says Laura Baverman for WRAL TechWire. They have certainly done well in their younger target market, as they are regularly sold out or have long order lead times.

Sometimes we leave the market research to the brand specialists, but this example really shows how doing it right can affect ALL areas of marketing – and how the research we do in SEO and PPC can contribute to that overall positioning. I like to tell SEO noobs that search marketing should be the foundation of your marketing ecosystem. We can tell you who is looking for what and what that means for your business. So the next time your organization is considering positioning for a product or service, use your research and see what others might be missing.

Carolyn Lyden,
Director of Research Content


Facebook Changes Business Options In Response To iOS Updates

If you’re a social media marketer, you might know that Facebook isn’t a fan of Apple’s recent privacy changes. The social media giant recently announced updates and new features to help business owners advertise on the platform in light of Apple’s data loss.

“The social media giant has repeatedly claimed that Apple’s changes will impact small businesses that rely on Facebook ads to reach their customers. But he failed to stop Apple’s changes. Instead, the market is moving into a new era more focused on user privacy, where personalization and targeting is more of an opt-in experience, ”said Sarah perez for TechCrunch. New features include the following:

– Extensive click-to-chat options from advertisements.

– Start a WhatsApp chat from an Instagram profile.

– Lead generation directly from Instagram.

– File manager to allow businesses to manage content in Facebook Business Suite.

– New post-test options.

Why we care Facebook is expanding its advertising options, trying to make its Business Suite easier to use for businesses of all sizes, and developing more ways for businesses and customers to connect.

Read more here.


Shopify Partners with Yahoo Advertising Services for Small Businesses

Last week, Yahoo announced a new partnership with Shopify, connecting small business e-commerce platform merchants with premium Yahoo environments including Yahoo Finance, AOL and elsewhere.

Through this partnership, Shopify merchants have access to Yahoo ConnectID, which has been integrated by more than 3,000 publisher domains, including Cafe Media and Newsweek. By using Yahoo ConnectID, merchants can deliver the most relevant products to their customers who interact with content from those publishers.

Merchants will also have access to dynamic product ads from Yahoo, managing Yahoo ad campaigns right in their Shopify admin, where they can also set up and monitor the campaigns in near real time.

Why we care According to Yahoo, prior to the partnership, Yahoo ConnectID had more than 200 advertisers and agencies using it. With the Shopify partnership, many small merchants will potentially benefit from affordable campaigns that use this premium inventory.

Shopify’s recent partnership with Roku performs a similar upgrade to SMB ad campaigns. Data and identity technology enables smaller-scale advertisers to run relevant campaigns on premium streaming and online news experiences.

Read more here.


Looking for something new? Check Out the Latest Search Marketing Jobs

SEO manager @ Weston distance learning (Fort Collins, CO)

Salary: $ 90k-120k / year

– Develop, implement and optimize SEO strategies including link building, data mining for kw and content creation opportunities using data to support strategy.

– Perform website optimization for meta tags, title tags, kw, speed etc. to include all on-page SEO strategies.

Content Marketing Manager @ ContentHarmony (anywhere remote, overlap with US working hours)

Salary: $ 60k-80k / year

– Content writing, email writing, podcast / video program production

– Build and maintain our email marketing efforts, and other promotional work like assistance with ad campaigns and messaging for search / social / retargeting, etc.

Senior Product Marketing Specialist @ Verblio accelerator

Salary: $ 85k-105k / year

– Conduct, collate and synthesize market and customer research and customer data to identify growth opportunities and design a workable strategy to capture that growth

– Build, maintain and communicate a priority list of opportunities to be evaluated and their status

Paid search manager @ Heart + Paw (Greater Philadelphia, remote)

Salary: $ 65k-70k / year

– Plan and execute paid media campaigns in the fields of research, social networks, streaming, etc. in collaboration with the main stakeholders

– Bring a data-driven approach, defining and delivering KPIs through robust analysis and measurement platforms

Want the chance to include your job posting in the Search Engine Land newsletter? Send details here.


Search Shorts: Sorry, not sorry, Google. Search for Bing images. Google and car dealers.

Sorry Google. There are advantages to using multiple match types when using broad match with smart bidding strategies. PPC expert Greg Finn breaks down some examples of the use of several types of matches in this last piece for Cypress North.

Bing updates the image search. “To improve the image quality in our research and multimedia products, we released the updated version (V3) of Aesthetic model.

Google search functionality could block traffic from automotive sites. “Google seems to have deployed car search functions that show more detailed specs without looking for where it found those specs.


What we read: When you “Ask the app not to track” some iPhone apps keep snooping anyway

IPhones now have the ability for users to reject application tracking with a pop-up window saying: “Ask the application not to track”. However, data from Lock privacy states that “App Tracking Transparency made no difference in the total number of active third-party trackers and had minimal impact on the total number of third-party tracking login attempts. “

They go further: “Detailed personal or device data was sent to trackers in almost all cases. ATT was functionally unnecessary to stop third-party tracking, even when users explicitly choose “Ask application not to track”.

As a user, my first reaction is, Can you repeat that please?! As a marketer, my reaction is, okay, where is this data going? Some people believe Apple is working on its own BTS advertising options. But social media advertisers are still suffering: “The changes Apple has made to iOS 14.5… are causing uproar among advertisers who rely on Facebook to support their businesses. Performance marketers… are particularly in difficulty ”, wrote Alex Kantrowitz for CNBC.

“IOS14.5 has negatively impacted Facebook ad campaigns for many people. How do you feel about this? What are you trying or what are you changing as a result? ” Kurt Elster asked, e-commerce consultant.

“Pretty brutal. Work on more specific offers -> LPs to test again with certain interests. I think broad targeting and FB finding you customers the easy days are over. replied Travis Rice, a startup founder.

Facebook and other apps ask advertisers to “hang on” and their new ad features (listed above) may help, but is this just the case with Apple using the pretext of privacy for its own purposes?


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About the Author

Carolyn Lyden is the Director of Search Content for Search Engine Land and SMX. With expertise in SEO, content marketing, local search and analytics, she focuses on making it easier for marketers to work with important information and educational content.