🔍 Google: The Penguin algorithm aims to ignore spammy links but can lead to distrusting your site

Plus, Google Ads introduces conversion goals, Tag Assistant and more [View in browser]( | [Share]() [Search Engine Land]() Nov 02, 2021 Nov 02, 2021 Good morning, Search Marketer, Halloween is over but I’m not ready to move on. For many of you, Halloween might mean fun (or at least, interesting) office parties. I simply enjoyed the change of pace: the asymmetry of costumed coworkers in meetings with stakeholders that were business-as-usual, more festive conversations at the watercooler and the uncontrollable eating of candy mysteriously left at my keyboard. But, many of us aren’t back in the office the way we once were. Here at Third Door Media (Search Engine Land’s parent company), we’ve always been remote, so I miss it even more this time of year. Carolyn Lyden, our director of search content, dressed her toddler as Totoro, Corey Patterson, our content and SEO manager, shared photos of his family as the cast of Scooby Doo, Lauren Donovoan, director of marketing, went with the classic pointy-hat witch and Sarah Slifko-Camarra, event and client success manager, teamed up with her husband to recreate Hannibal Lecter and Clarice Starling. In the spirit of Halloween, Google even published [Frightgeist](), a website with the top 50 costumes of 2021, pulled from the top 500 costume searches domestically. There’s even a map showing popular costumes across the nation as well as a costume wizard feature that will suggest ideas based on spookiness level, style, national or local trends and uniqueness. Hopefully Google will publish it again next year, and hopefully Halloween office parties will be back in full swing. George Nguyen,Editor [Google Ads’ new conversion goals group conversion actions for account- and campaign-level bidding optimization]() The company also introduced a new troubleshooting tool for conversion tags as well as explanations for Search campaigns. [Read More]() [Google on Penguin algorithm; aims to ignore spammy links but can lead to distrusting your site]() Maybe it is best to avoid link building and build a site that naturally gains links? [Read More]() [PPC campaign launch checklist]() Launching and managing a successful campaign takes time and planning. This primer from MoreVisibility will help orient you along the way. It covers audience and goals, channel selection and budget distribution, and campaign assets. [Get your copy now!]() [Sarah Bird, CEO of Moz, leaving Moz after 14 years]() Moz was recently acquired by iContact, and there is no word on who the new CEO will be. [Read More]() [Messy SEO Part 3: How to find cached images and improve user experience]() Anyone who’s worked with website moves and merges knows redirecting the old pages to the new domain is just part of the story. User experience optimization is an equally important stage in any SEO project. [Read More]() [Join us online next Tuesday and Wednesday at SMX]() Optimizing RSAs, the impact of page experience, embracing automation for PPC, and loads more… check out the critical topics you’ll explore with a team of industry experts at SMX, online next Tuesday and Wednesday, November 9-10. [Register for just $289]() [Holiday shopping SEO: Last-minute tips and techniques for e-commerce sites]() How to optimize the work you’ve been doing year-round and what to avoid ahead of the most profitable time of the year. [Read More]() Shorts - The evolution of the keyword. Kirk Williams of ZATO Marketing has published the first episode of his [PPC Ponderings Podcast](). It’s just under 30 minutes and breaks down how the keyword has changed and, consequently, how our relationship with it has changed. - “What if performance advertising is just an analytics scam?” “I’m not saying ‘no one buys because of a retargeting/display/branded search ad,’” SparkToro’s Rand Fishkin said in [his article about incrementality](), “I’m saying, ‘somewhere between 60-99%* of the people exposed to those ads would have purchased anyway.’” - LinkedIn’s guide to inclusive language for marketers. Brand values are under more scrutiny than ever. LinkedIn’s seven-page [guide to inclusive language]() provides a thoughtful jumping off point for brands and marketers to consider as they create content, ads or just navigate the modern work environment. From MarTech - [Why data compliance is more than consent management]() - [Google, Salesforce and others develop security baseline]() - [How to think about budgeting for the marketing tech stack]() - [Infographic: Story splitting for marketing teams]() - [Not the smoothest launch: Monday’s Daily Brief]() Safelist us [To ensure delivery to your inbox, add us to your address book.]() Know someone who would like this newsletter as much as you? Copy and paste this link to start sharing: [() [Search Engine Land]() Reach the Search Engine Land community. Learn about advertising/sponsorship [here](). This email was sent to {EMAIL}. [Unsubscribe.]() [We respect your privacy.]() This email was sent by: Search Engine Land - a Third Door Media, Inc. publication with headquarters at 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539 [Manage my subscriptions.]() © 2006-2021 Third Door Media. All Rights Reserved.