Read John's interview on SEJ about the future of AMP. For more, check out John's slides on Slideshare: AMP Tactics from the Condé Nast SEO Team by John Shehata - Search Engine Journal 's NY John Brown Our second Googler of the day talked about best practices for protecting ad spend. John walked us through best practices for protecting human traffic from ad spend and providing accurate traffic metrics. John said he likes the mission of Google's trust and safety team as a mission for all of us as publishers who serve ads: Advertising Continue reading below We ensure the security of the Google advertising network for advertisers, publishers and users.
John said “we are waging a war on fake traffic. You should work with advertising partners who respect users. " Strong hair masking service practices build trust John used the example of toothbrushing.net to show a “creepy site” - buying traffic with bots and not really providing any value to the user. He stressed that a common language is essential. Use search to see what results look like and what people are looking for. Focus on actual conversions to drive successful ad campaigns. Finally, practice secure ad sourcing for ad partners. If they don't provide real answers, throw them away. It's not worth the risk. Ultimately, identify the real visitors. Learn more from John in his interview on AMP.
Glenn Gabe Glenn's presentation after lunch was What the Doctor Ordered: Your Yearly Google Algorithm Update Checkup (2016 Edition). Glenn gave us some insight into what's going on with quality updates from Penguin, Panda, and Google (aka Phantom), and how they impact your SEO efforts. Glenn showed us what each algorithm update targets, so you can avoid negative impacts and increase rankings and traffic. Advertising Continue reading below According to Glenn, Google pushes between 500 and 1,000 changes each year.