travis

Founder of sharing ideas about #GoogleAds and #SEO. Thinker, writer, bread-maker, husband, & dad.

[travis @teabeeshell]

@AlfieJCarter CAMPAIGN

[travis @teabeeshell]

@AlfieJCarter Vault

[travis @teabeeshell]

@lifemaximised Research

[travis @teabeeshell]

@lifemaximised Claude

[travis @teabeeshell]

@NeptuneMoon I found this article, see Shopping and PMax sections:

https://t.co/HIEgRFsvp1

[travis @teabeeshell]

@blvckledge Frameworks

[travis @teabeeshell]

My take is, you need to continue creating helpful, original, human-finessed content. AI tools can (should) get you partway there, but they've yet to master brand voice/tone and product/specs accuracy. A human touch is still the requisite final "layer" before publishing.

I would also suggest that content be written for the cross-section of (merely) organic search volume...and purchase intent.

For example, consider the intent behind the query/article of
"Best Gym Equipment To Use"
vs.
"How To Build A Custom Gym"

One attracts traffic. The other attracts traffic with a higher likelihood of converting (sign up, purchase).

[travis @teabeeshell]

@ron_ecomm @TaylorHoliday @DaveRekuc @ron_ecomm we use a blend of GSC + GA4 data. It's not perfect, but it's the best way to merge query level data and organic revenue.

https://t.co/w7RfeUvvSZ

[travis @teabeeshell]

@therealkieran, a few ways to accomplish this. We know GSC is devoid of revenue & GA4 is missing query-level insights, so there is some data stitching required.

We look only at non-brand queries in GSC + the traffic lift on pages *beyond* the HP, advertising LPs, and functional LPs.

From here, we can directionally apply a revenue lift % to the organic traffic that flows through these pages as landing pages.

[travis @teabeeshell]

@bentrogrlic @TaylorHoliday @DaveRekuc @bentrogrlic there is some data stitching required, but this is how we approach the measurement.

https://t.co/w7RfeUw3Ix

[travis @teabeeshell]

@therealkieran, a few ways to accomplish this. We know GSC is devoid of revenue & GA4 is missing query-level insights, so there is some data stitching required.

We look only at non-brand queries in GSC + the traffic lift on pages *beyond* the HP, advertising LPs, and functional LPs.

From here, we can directionally apply a revenue lift % to the organic traffic that flows through these pages as landing pages.

[travis @teabeeshell]

@ryanjhunter @TaylorHoliday @DaveRekuc Let's chat!

[travis @teabeeshell]

@therealkieran, a few ways to accomplish this. We know GSC is devoid of revenue & GA4 is missing query-level insights, so there is some data stitching required.

We look only at non-brand queries in GSC + the traffic lift on pages *beyond* the HP, advertising LPs, and functional LPs.

From here, we can directionally apply a revenue lift % to the organic traffic that flows through these pages as landing pages.

[travis @teabeeshell]

@AaronOrendorff @TaylorHoliday @DaveRekuc @BryantJaquez @BryanECano @BryantJaquez, would love to get that emoji reaction from you IRL. Let's chat!

[travis @teabeeshell]

@AaronOrendorff Thank you, @AaronOrendorff! 🙏

[travis @teabeeshell]

@MikeMorg55 @TaylorHoliday @DaveRekuc @MikeMorg55 send me a DM, happy to have a convo!

[travis @teabeeshell]

@andrewjfaris @TaylorHoliday @DaveRekuc @andrewjfaris, revenue is the way! Happy to have convos with anyone ready to look past merely rankings and traffic.

[travis @teabeeshell]

Good clarifying question.

Meta platforms (FB, IG, etc.) evolved to become click-to-buy ecosystems. Consumers understand this and interact accordingly. Conversions attributed to 1DC/7DC activity can be relied upon, directionally.

YouTube remains "TV" for people. Platform interactions remain largely passive (view, move on). Only recently has Google pushed Video Action and Shoppable campaign formats. Advertisers therefore have had to draw dotted lines between ad spend and resulting revenue. Using a 1DC/7DC attribution window to evaluate conversion performance (vs. other DR platforms) is incomplete.

Arguably the best way to vet YouTube investments is with a geo holdout incrementality test.

[travis @teabeeshell]

As Google Ads continues to evolve, its complexity grows. Here’s a POV on the value (or risks) that each top-level campaign type offers.
🧵

https://t.co/otOxxFJRYR

[Andrew Faris @andrewjfaris]

Who out there has the clearest perspective on Google Ads attribution/value creation?

All of it:

- Branded Search
- YT
- Non-brand PMax
- Demand Gen
- Categorical Search & Shopping

What are the big points that you're surest of here?

[travis @teabeeshell]

The effects from a Technical SEO overhaul can feel intimidating. Done well, the change is good.

5 things to look for first in GSC (non-brand queries), then in GA4 (organic traffic):

1) Organic impressions decrease, then increase dramatically. You have just rewritten your structured data, casting a new, wider net within organic search.

2) Organic clicks also decrease, then increase, but less dramatically than imps. Your new exposure takes time to attract the new traffic it represents.

3) Average organic position falls, then builds back up. Search engines don't immediately reward new exposure (impressions) with high rankings. Core, high-intent queries stabilize first.

4) Organic CTR drops, then builds. As impressions outpace clicks, this math makes sense. It's a necessary reset.

5) Organic conversion rate and revenue (GA4, MoM and YoY) increase by Month 2. Higher average quality traffic pays off. Any "lost" (but non-converting traffic) can be categorized as dead weight, now shed.

#SEOChat

[travis @teabeeshell]

SEO Tips From Travis, No. 38

Google Merchant Center Next is right around the corner. But wait, isn't that a Google Ads platform?

Yes, and...

It fuels your visual organic listings.

From product cards, to shipping and returns snippets, to promo codes, GMC governs how you appear beyond Shopping ads.

Use this mandatory transition to refresh copy, imagery, and product highlights. Try Product Studio's new suite of AI tools.

Don't let Aug 19th merely come and go.

#SEOChat

[travis @teabeeshell]

SEO Tips From Travis, No. 38

Google Merchant Center Next is right around the corner. But wait, isn't that a Google Ads platform?

Yes, and...

It fuels your visual organic listings.

From product cards, to shipping and returns snippets, to promo codes, GMC governs how you appear beyond Shopping ads.

Use this mandatory transition to refresh copy, imagery, and product highlights. Try Product Studio's new suite of AI tools.

Don't let Aug 19th merely come and go.

#SEOChat

[travis @teabeeshell]

SEO Tips From Travis, No. 37

Few brands realize how many "artifacts" they create and leave behind.

- A sale ends, and the corresponding collection is removed from the nav
- An old product runs low on inventory and is removed from a collection
- A test page is tested and the team merely moves on to another
- A team creates a new page, replaces the old version and leaves it existing
- A social lander runs its course and the team moves on

Many of these still surface in organic results.

Create sunsetting workflows to avoid "stray" pages that no longer reflect the brand or facilitate a positive UX.

#SEOChat

[travis @teabeeshell]

SEO Tips From Travis, No. 37

Few brands realize how many "artifacts" they create and leave behind.

- A sale ends, and the corresponding collection is removed from the nav
- An old product runs low on inventory and is removed from a collection
- A test page is tested and the team merely moves on to another
- A team creates a new page, replaces the old version and leaves it existing
- A social lander runs its course and the team moves on

Many of these still surface in organic results.

Create sunsetting workflows to avoid "stray" pages that no longer reflect the brand or facilitate a positive UX.

#SEOChat

[travis @teabeeshell]

SEO Tips From Travis, No. 36

Your social media presence matters for SEO.

The goal is to command as much SERP real estate as you can. (This can reduce the need for branded search spend.)

By default, Google & other search engines surface your primary profile links, no change. More recently, Google has been going one level deeper...

When helpful, Google will surface recent posts from your brand, including X (Twitter), Tik Tok, Facebook, and YouTube (yes, that's social media, too).

Some questions to ask:
- Do you have dormant profiles? Can you invigorate them to include a bare minimum of viable activity?
- Can you schedule evergreen posts to surface profiles that the team currently cannot actively manage?
- Is your profile page info current (valid links, on-brand messaging, current visual treatment, robust build)?

Leave no stone unturned.

#SEOChat