If you work in marketing, you’ve heard of Rand Fishkin, and you’ve almost certainly watched his Whiteboard Fridays. An absolute legend in the world of digital marketing, Rand is the founder and former CEO of SEO software startup Moz, the host of Whiteboard Friday, co-author of a pair of books on SEO, and co-founder of Inbound.org. He is currently writing a book for Penguin/Random House on the ups and downs of startup culture, due out in 2018.
Google is falling into a familiar pattern. First, they offer web publishers in a sector (flights, recipes, local, video, e-commerce) increased visibility and SERP display options. Next, they incent participation in specific formats and data structures. And, finally, they take that data for themselves, changing the SERPs to favor advertising, their own properties, and/or instant […]