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💸 Google Ads New Surcharges, Build Lasting Relationships with SEO Clients, and more

Author

Shaival Mehta
August 02, 2024

Your AI curated newsletter

2nd August 2024

Using the power of AI to save you hours skimming through unimportant articles.

TOP RANKED ARTICLES OF THE DAY

1. Google Ads Introduces New Surcharges for Specific Jurisdictions

Google Ads has rolled out fresh surcharges impacting certain regions. These changes are essential for marketers and agency founders to grasp, as they will directly affect ad budgets and planning.

New Surcharges Breakdown

  • Starting November 1, surcharges will be added for ads served in specific countries.

  • A 2% surcharge will apply to ads served in Canada and a 5% surcharge in Turkey.

  • These surcharges are due to new regulatory costs and operating expenses in those regions.

Impact on Ad Budgets

  • Marketers need to account for these additional costs in their budget forecasts.

  • Ad spend efficiency might be impacted, so consider adjusting bids and budgets accordingly.

  • Keep an eye on performance metrics to understand how these changes affect ROI.

Practical Tips

  • Review and adjust your budget allocations for Canada and Turkey to mitigate unexpected expenses.

  • Use automated rules in Google Ads to keep track of cost changes and adjust bids as needed.

  • Stay informed about any further updates from Google regarding additional surcharges or changes in other jurisdictions.

Understanding and adapting to these new surcharges will help maintain campaign effectiveness and budget accuracy. Stay proactive in managing ad spend to navigate these new financial landscapes successfully.

2. Build Lasting Relationships with SEO Clients

Building lasting relationships with SEO clients is crucial for any agency. Here’s how to ensure clients are happy, engaged, and see the value in your services.

Understand Your Client’s Needs

  • Start by really getting to know your client's business and their specific SEO needs.

  • Conduct in-depth discovery sessions to understand their goals, challenges, and target audience.

  • Customize your SEO strategy to align with their unique objectives.

Communicate Regularly and Effectively

  • Maintain open lines of communication with your clients. Regular updates and check-ins are key.

  • Use clear and jargon-free language when explaining SEO concepts and strategies.

  • Provide detailed reports that showcase progress, wins, and areas needing improvement.

Show Value Through Results

  • Focus on delivering tangible results that align with the client’s business goals.

  • Highlight improvements in key metrics such as organic traffic, rankings, and conversions.

  • Use case studies and real-world examples to demonstrate the effectiveness of your strategies.

Build Trust and Credibility

  • Be transparent about your processes and what clients can expect.

  • Set realistic expectations and deliver on your promises.

  • Address any concerns promptly and with honesty to build a foundation of trust.

Practical Tips for Agencies

  • Invest in tools and software that enhance your reporting and communication capabilities.

  • Schedule regular performance reviews and strategy sessions with clients.

  • Encourage client feedback and be willing to adjust your approach based on their input.

  • Stay updated on the latest SEO trends and best practices to continually provide top-notch service.

Maintain a Long-Term Perspective

  • View your relationship with clients as a long-term partnership rather than a series of transactions.

  • Focus on providing consistent value over time, which helps in retaining clients.

  • Develop a roadmap for continuous improvement and keep clients informed about future opportunities.

By following these strategies, agency founders and marketers can foster strong, long-lasting relationships with their SEO clients. Prioritizing clear communication, delivering results, and building trust are the keys to client satisfaction and retention.

3. What Are Google's Core Topicality Systems?

Google’s Core Topicality Systems help determine the relevance of search results to user queries. These systems analyze content, match user intent, and consider contextual relevance to deliver accurate search results.

Understanding Search Queries

  • Google uses AI, like RankBrain and BERT, to understand concepts and context in search queries.

  • RankBrain helps interpret ambiguous queries by understanding real-world concepts.

  • BERT enhances understanding by analyzing word context within queries.

Grasping Topics

  • Early methods like Topic Modeling helped identify document topics, but modern systems use AI for deeper analysis.

  • Recent research focuses on fine-grained relevance to improve result accuracy.

Tips for Marketers

  • Keyword Research: Understand your audience’s topics of interest.

  • Content Creation: Develop comprehensive content on relevant topics.

  • Stay Updated: Follow SEO trends and algorithm changes.

Leveraging Google’s topicality systems can boost your SEO strategy, aligning content with user intent and improving search visibility.

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