Lean into MOFU content to expand search territory

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This needs to be formatted (both in terms of the way the content appears on the page and the structured data providing context) in a way that Google can understand because the better that Google understands your website and content, the better it will perform. 3.  Continuing this year, we’re seeing results for top-of-funnel, definition-intent searches (like “what is seo”) favor established, high-trust websites. To expand your territory in search results, Jordan recommends adapting your content strategy to include more middle-of-funnel (MOFU) content. MOFU content includes pieces like:

omparison articles Product reviews Case studies Webinars Customer interviews Belgium Phone Number Data Adding more MOFU content in 2024 will help you maintain a consistent presence in search results and connect with people who are actively evaluating product or service offerings. Paid ad trends Key Takeaways Elevate campaign performance with automation and machine learning Use first-party data for ad targeting Experiment with Microsoft Ads *Insights from Rebekah Leach, WebFX’s Paid Search Results Lead 4. Elevate campaign performance with automation and machine learning AI provides a host of benefits for your paid ads in 2024 — from improving targeting to streamlining costs and more. Expert insights from rebekah headshot Rebekah Leach WebFX’s Paid search Results Lead I see PPC continuing to lean more into automation and machine learning, which can help us run more efficient campaigns.




With the time we’re saving from automations and machine learning, it’s increasingly important that we re-invest that time into our campaigns to provide the signals that inform those strategies to improve their learnings and performance. 5. Use first-party data for ad targeting By now, you’ve likely heard the chatter surrounding first-party data. In early 2024, Google plans to take the next step by disabling third-party cookies for 1% of Chrome users. With Google phasing out third-party cookies, first-party data is the future of digital marketing. So, you’ll want to leverage first-party data — information you collect from customers, site visitors, and app users, for ad targeting.