What is schema markup (and why use it)?  Schema markup is a simple — but extensive — tool that sounds fancy. Essentially, schema is code for your website that helps search engines (and, in many cases, people) better understand the content they’re looking at. There are many different types of schema, the implementation of which manifests themselves differently.  That’s because schema is the code behind rich snippets or rich results. You’ve encountered these, even if you didn’t know what to call them — these are the search results that have […]

Strong ad copy has been integral to campaigns for a century. Now, the critical importance of search engines in ad campaigns, the amount of content you’re competing with, and the limited attention spans you’re competing for, means effective — and efficient — copy is more important than ever.  Not only do you need to write towards the human element that’s always existed, but you also need to know how search engines themselves impact ads’ efficacy and write copy with that in mind too.  To that end…  What makes a good search ad?  […]