Latest news with #MykolaLukashuk
Forbes
3 days ago
- Business
- Forbes
The Hidden Power Of SEO In Boosting Paid Ad Performance
Mykola Lukashuk, CEO at Marketing Link, is a B2B SEO, analytics, and ads consultant. Search engine optimization (SEO) and paid ads are often managed independently—split across teams, timelines and key performance indicators (KPIs). But this siloed approach can limit performance. Without SEO, you overpay for clicks that go to poorly optimized pages. Without ads, your SEO has no short-term acceleration. When these channels work together—from metadata to landing speed to tag health—you can unlock measurable gains in visibility, quality score and conversion. Why Technical SEO Matters More Than You Think Page speed is no longer just a user experience (UX) metric—it's a revenue factor. Google's Core Web Vitals assess performance under 3G-like conditions, which still impact how your site is ranked and how your ads perform. For advertisers, that's not just a poor experience—it's lost budget. Every bounce is a click you paid for but didn't convert. Optimizing for page load time doesn't just boost your SEO; it protects your return on ad spend (ROAS) on platforms like Meta and Google Ads. The Role Of OG Metadata In Meta Advertising Open Graph (OG) metadata determines how your content appears when shared on Meta platforms like Facebook or Messenger, and that makes it directly relevant for ad performance. If your OG tags aren't configured properly, here's what might go wrong: • The wrong text, description or image shows up (such as a mismatched product or your site's logo). • Instead of linking to the right page, the preview shows your homepage. Meta caches OG data. Even after updating a page's title or image, the preview might not refresh unless you force a re-scrape using the Facebook Sharing Debugger. If OG metadata is missing, Meta might generate a random preview by scanning the page. That preview could be irrelevant: a blank image, a low-quality logo or an outdated banner. Well-structured OG tags give you control over how your brand is displayed in ad previews. This directly affects click-through rate (CTR), perceived trust and performance of ad formats like dynamic product ads and story placements. How SEO Supports Google Ads And Microsoft Ads Google Ads uses the Quality Score metric to assess the relevance of your ads. It's based on three core components: • Keyword: Does it match the user's search query? • Ad Copy: Does the ad include the keyword? • Landing Page: Does the content on the page match the ad and keyword? When all three are aligned, your ad receives a Quality Score between 1 and 10. The higher the score, the lower your cost-per-click and the better your ad position. For example, if someone searches for 'custom kitchen remodel,' and that exact phrase appears in your ad headline, Google considers it relevant. Then it looks at your landing page. If the page only mentions 'kitchens' but not 'remodel' or 'custom,' the Quality Score drops. You can check your Quality Score in Google Ads by revealing the hidden columns. There, you'll see how Google rates your landing page: • Poor • Average • Good • Excellent A similar Quality Score is used in Microsoft (Bing) Ads, also based on a 1 to 10 scale. Their rating labels include: • Underperforming • Competitive • Very competitive Even if your business focuses purely on ads—not SEO—it's still worth updating your landing pages with clear, relevant text. This helps both Google and Microsoft understand what your page is about and improves ad performance. You can't stuff 50 to 60 keyword variations into a single page. Focus on the primary ones. For example: • If your keyword is 'custom kitchen remodel,' mention it three to five times on the page. • Include it in the title or meta description, if possible. • Use it in H2 or H3 headings. Review your ad costs—and consider whether improving your page copy could boost your return. Even small changes, like adding a short, keyword-rich description, can improve your Quality Score. Just don't try to cheat the system by dumping a comma-separated list of keywords. Google Ads and Microsoft Ads can detect this tactic—and may penalize your account for keyword stuffing. Google scans your website in detail, and poor meta tag implementation can create issues in both SEO and Google Ads. What could go wrong: • Missing Details: Shipping info, return policy and warranty terms are examples of missing details. Google may block your ads if this information is missing from your site. • New Products Added Without Optimized Meta Tags: If you upload 1,000 new items with generic or missing titles and descriptions, Google might not even bother crawling them. • Duplicate Meta Tags: If your title and description tags are not unique, it can hurt indexing speed and reduce the chances of your products being eligible for ads. Here's what usually happens when a store adds new products: Google picks them up in the feed, shows them in Merchant Center, indexes the product images and then makes them eligible for ads. But if the meta tags are weak, duplicated or incomplete, I've found that this process can get delayed by up to three months. If your business invests only in paid ads and ignores SEO basics, you may start asking: • Why did we add this product, but it's not showing up in ads? • Why isn't Google processing our site? One simple solution: Run a basic SEO optimization cycle for a few months. Focus on improving meta tags, making titles and descriptions unique and speeding up indexing. Even a minimal SEO package from your ad agency can help close this gap and prevent delays in ad campaigns. Meta tags directly impact how fast Google indexes your products; whether they're eligible for shopping and Performance Max (PMax) ads; and the overall performance of your ad campaigns. Conclusion SEO isn't just about organic rankings—it's a multiplier for your entire digital strategy. From faster page loads to stronger metadata and more relevant landing pages, search fundamentals directly influence how your ads are scored, served and clicked. If your paid campaigns are hitting performance ceilings, the fix may not be in your ad account, but your website. Aligning SEO with your ad infrastructure helps you spend smarter, convert faster and compete stronger across platforms. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Al Jazeera
08-06-2025
- Politics
- Al Jazeera
Russia says it shoots down 10 Ukrainian drones targeting Moscow
Russian forces have shot down 10 Ukrainian drones heading towards Moscow, according to the city's mayor, Sergei Sobyanin, as Ukraine reports at least one person killed in Russian attacks. There were no reports of any damage in Moscow on Sunday, but the Ukrainian attack led to a short-lived fire at the Azot chemical plant in the neighbouring Tula region, injuring two people, and seven drones were destroyed above the Kaluga region, regional governors said. Rosaviatsia, Russia's civil aviation authority, said on Telegram that to ensure air safety, it halted flights at Moscow's Vnukovo and Domodedovo and nearby Kaluga (Grabtsevo) airports. They were later reopened. The drone attack was carried out as Kyiv launched an unprecedented drone operation last weekend deep inside Russia, targeting nuclear-capable military aircraft at Russian airbases. Moscow promised to retaliate, unleashing a barrage of attacks in recent days. Early on Sunday, Russian air attacks pummelled multiple locations across Ukraine. At least one person was killed in the industrial region of Dnipropetrovsk, which was hit by drones, artillery and rocket launchers, according to the head of the regional council. 'The invaders struck … Synelnykivsky district with a guided aerial bomb. A man was killed. Our sincere condolences to his family,' Mykola Lukashuk said. 'Five private houses and a kindergarten were also damaged,' he added. In the Nikopol district of Dnipropetrovsk, a business, four homes and power lines were damaged, he said. Later on Sunday, Russia said its ground forces had pushed into Dnipropetrovsk for the first time in its three-year offensive in Ukraine. The Russian Ministry of Defence said forces from a tank unit had 'reached the western border of the Donetsk People's Republic and are continuing to develop an offensive in the Dnipropetrovsk region', referring to the part of the Donetsk region held by Russia-backed rebels since 2014. There was no immediate comment from Ukraine about Russia's statement. In more than a decade of conflict with Kremlin-backed separatists and the Russian army, Ukraine has never had to fight on the territory of the central region until now. Dnipropetrovsk is an important mining and industrial hub for Ukraine, and deeper Russian advances into the region could have a serious knock-on effect for Kyiv's struggling military and economy. It was estimated to have a population of about three million people before Russia launched its full-scale war on Ukraine in February 2022. Ukrainian military personnel previously told the AFP news agency that Russia could advance relatively quickly in the largely flat region, given there are fewer natural obstacles or villages that could be used as defensive positions by Kyiv's forces. Also on Sunday, Russian forces hit villages in the neighbouring southern regions of Zaporizhia and Kherson, injuring two civilians, local officials said. Russia has accelerated its advance in recent weeks as the latest negotiations in the Turkish city of Istanbul failed to broker an end to the war. The warring sides accuse each other of delaying a large-scale prisoner exchange – the only concrete outcome of the talks in Istanbul. The prisoner swap, originally due to take place this weekend, would see more than 1,000 people released from each side. But Moscow accused Kyiv on Saturday of not agreeing to a date to swap the captured soldiers while Ukraine said Russia was playing 'dirty games' by not sticking to the agreed parameters for the swap.
Eyewitness News
08-06-2025
- Politics
- Eyewitness News
Russian strikes kill one in central Ukraine: official
KYIV - Russian strikes pummelled central Ukraine overnight, killing one person and causing widespread damage, regional officials said Sunday. The industrial region of Dnipropetrovsk was hit by drones, artillery and rocket launchers, destroying buildings and power lines. Russia has accelerated its advance in recent weeks as the latest negotiations in Istanbul failed to broker an end to the three-year war. "The invaders struck... Synelnykivsky district with a guided aerial bomb. A man was killed. Our sincere condolences to his family," Dnipropetrovsk Council chief Mykola Lukashuk said. "Five private houses and a kindergarten were also damaged," he added. In Nikopol district, a business, four homes and power lines were damaged. Russian strikes had hit Dnipropetrovsk days earlier in an attack on army training facilities that killed 12 soldiers. Moscow has unleashed a barrage of attacks in recent days, vowing to retaliate over a brazen attack by Kyiv on Russian air bases. Both sides accuse the other of delaying a large-scale prisoner exchange -- the only concrete outcome of the talks in Istanbul. The prisoner swap, originally due to take place this weekend, would see more than 1,000 people released from each side. But Moscow accused Ukraine on Saturday of not agreeing a date to swap the captured soldiers, while Kyiv said Russia was playing "dirty games" by not sticking to the agreed parameters for the swap.
Al Arabiya
08-06-2025
- Politics
- Al Arabiya
Russian strikes kill one in central Ukraine: Official
Russian strikes pummeled central Ukraine overnight, killing one person and causing widespread damage, regional officials said Sunday. The industrial region of Dnipropetrovsk was hit by drones, artillery and rocket launchers, destroying buildings and power lines. Russia has accelerated its advance in recent weeks as the latest negotiations in Istanbul failed to broker an end to the three-year war. 'The invaders struck... Synelnykivsky district with a guided aerial bomb. A man was killed. Our sincere condolences to his family,' Dnipropetrovsk Council chief Mykola Lukashuk said. 'Five private houses and a kindergarten were also damaged,' he added. In Nikopol district, a business, four homes and power lines were damaged. Russian strikes had hit Dnipropetrovsk days earlier in an attack on army training facilities that killed 12 soldiers. Moscow has unleashed a barrage of attacks in recent days, vowing to retaliate over a brazen attack by Kyiv on Russian air bases. Both sides accuse the other of delaying a large-scale prisoner exchange -- the only concrete outcome of the talks in Istanbul. The prisoner swap, originally due to take place this weekend, would see more than 1,000 people released from each side. But Moscow accused Ukraine on Saturday of not agreeing a date to swap the captured soldiers, while Kyiv said Russia was playing 'dirty games' by not sticking to the agreed parameters for the swap.
Yahoo
16-04-2025
- Politics
- Yahoo
Russia attacks Dnipropetrovsk Oblast: damage reported to business premises, houses, cars and power lines
Russian forces are continuing their attacks on Dnipropetrovsk Oblast, targeting the region with drones, guided aerial bombs and artillery since the evening of 15 April. The strikes have damaged the premises of a business, residential buildings, ten cars, a power line and a gas pipeline. Source: Serhii Lysak, Head of Dnipropetrovsk Oblast Military Administration; Mykola Lukashuk, Head of Dnipropetrovsk Oblast Council, on Telegram Quote from Lysak: "Air defence units were responding in Dnipropetrovsk Oblast until late in the evening. They shot down seven drones that the aggressor launched on the region. The drone attack caused destruction on the territory of a business in [the city of] Kamianske. Two fires broke out. Ten cars and a gas pipeline were damaged." A fire caused by the Russian attack on Kamianske Photo: Ukraine's State Emergency Service Details: Two men aged 39 and 48 were injured in the attack but were provided with medical assistance. The Russians bombarded the city of Nikopol with artillery and loitering munitions, leaving a house, a garage and an outbuilding damaged. The Russian military struck the Novopavlivka hromada in the Synelnykove district with guided aerial bombs, damaging ten houses, shops, infrastructure, and a power line. [A hromada is an administrative unit designating a village, several villages, or a town, and their adjacent territories – ed.] Support Ukrainska Pravda on Patreon!
