Measured

Logan Wood
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Measured is a marketing and data driven podcast hosted by Logan Wood. The show explores real world projects, industry trends, and performance insights to help businesses make smarter, more informed decisions.

  1. 23h ago

    Measured: Your Website Is Under Attack This Week and You Probably Have No Idea

    Most of what happens to your website happens in the background. Software updates. Plugin patches. Google’s quiet policy changes. Business owners rarely see any of it until something breaks, their traffic drops, or their site gets hacked. This past week, three different quiet things happened that are worth paying attention to. One is a routine security update you need to install. One is an active attack already installing backdoors on live WordPress sites right now. And one is a Google policy shift that could affect your rankings even if you have never done anything wrong. None of these made headline news. All three affect businesses with websites. In this episode of Measured, we walk through all three stories, what they mean together, and what you should actually do about them this week. Story one: WordPress just pushed another security release (version 7.1.4). On October 29, WordPress released a security update that fixes 22 separate vulnerabilities, including one that affects the WordPress updater itself. A broken updater means a site that cannot defend itself going forward. We cover what a vulnerability actually is and the exact steps to check your version and update it. Story two: A WordPress backup plugin breach is actively installing backdoors on live sites. On October 17 and 18, the UpdraftPlus parent company TeamUpdraft had their website compromised. Attackers stole UpdraftCentral connection keys and used them to install backdoor plugins on connected WordPress sites, bypassing login, two-factor authentication, and login attempt restrictions. Over 4 million WordPress sites use UpdraftPlus. We cover who is affected, how to check your site, and what to do if you find anything suspicious. Story three: Google is signaling a wider crackdown on SEO spam. On October 28, Google published new signals that its fight against SEO spam is expanding to new kinds of platforms, tools, and services. We cover what Google is actually targeting, why this matters for businesses that have never done anything wrong, and the three real risks that could affect your rankings even if you have a clean site. What all three mean together. All three are things happening in the background of your business, and all three require you to do something. The loud stuff makes headlines. The quiet stuff takes you offline. The owners who do best are the ones who build a habit of checking the quiet stuff on a regular schedule. Not sure if your site is on WordPress? We cover how to check in under 30 seconds using nothing but your browser. In this episode: How to check whether your website is on WordPress What WordPress 7.1.4 fixes and how to update What the UpdraftPlus breach actually did and who is affected How to audit your WordPress plugins and administrator user list for backdoors What Google’s wider SEO spam crackdown targets Why your site could be at risk even if you have never done anything manipulative Why building a monthly habit of checking the quiet stuff is the real lesson Customer question: What should be on my homepage? Featured project: Special T Woodworks https://specialtwoodworks.com/

  2. Oct 23

    Measured: Why Google’s Own Black Friday Advice Is Costing You Money

    For the last decade, the advice to business owners heading into Black Friday has been the same. Turn on seasonality adjustments. Raise your budgets. Expect huge conversion rate bumps. Ride the wave. New data from the last three Black Fridays says the old playbook is not just outdated. It is actively costing advertisers money. Optmyzr, a Google Ads management platform used by thousands of agencies, just published a three-year study analyzing between 4,000 and 6,000 Google Ads accounts across Black Friday 2022, 2023, and 2024. The results challenge three different assumptions that most business owners and most agencies still operate on. In this episode of Measured, we walk through all three findings, what they mean together, and what you should actually do about them before Black Friday hits in four weeks. Story one: Seasonality adjustments backfire on Black Friday. Advertisers who followed Google’s recommendation to use seasonality adjustments saw CPC inflation nearly double. In 2022, CPCs rose 36.7 percent with seasonality adjustments versus 17 percent without them. ROAS dropped. The reason is counterintuitive: Google already knows Black Friday is coming, and Smart Bidding adjusts bids on its own. Adding a seasonality adjustment on top tells Google to overshoot. Story two: Black Friday CPCs are rising faster than most owners realize. CPCs rose 22 percent month over month during the 2025 BFCM window. Pet Supplies CPCs hit $1.87 at peak. Food and Beverage hit $1.30. If you budget for Black Friday based on your Q3 CPCs, your budget buys 18 percent fewer clicks than you planned for. We walk through how to pull your CPC trend from Google Ads and rebudget accordingly. Story three: The Black Friday conversion rate bump is shrinking. Three years of data show a clear trend. 17.5 percent conversion rate improvement in 2022, down to 11.9 percent in 2023, down to 7.5 percent in 2024. The magic multiplier that advertisers have budgeted around for years is fading because shoppers are spreading purchases across the full month of November and into December. What all three mean together. Google’s automation has gotten smarter. Advertiser competition has gotten more expensive. Consumer shopping behavior has spread out. All three of those changes have been happening gradually, and most business owners and most agencies have not updated their approach. The frame to keep in mind. Never trust Google’s default settings and recommendations. Google’s defaults are built for Google’s business, not yours. This episode is three different examples of that same lesson. In this episode: What seasonality adjustments are and why they backfire for Black Friday The real CPC data from Black Friday 2025 and what it means for your budget Why the Black Friday conversion rate bump is shrinking year over year When seasonality adjustments actually do make sense How to pull your 90-day CPC average and plan your Q4 budget Why spreading your push across all of November beats concentrating on Black Friday weekend Customer question: Should I use a .com or does it even matter anymore? Featured project: Cornwall, Avery, Bjornstad & Scott https://www.cabslaw.com/

  3. Oct 16

    Measured: Three Google Updates This Week That Give You More Control Than You Had Last Week

    For the past decade, Google has been moving in one direction. More automation. Less advertiser control. Trust the algorithm. Hand over your budget and let the system figure out where to spend it. This past week, that trend reversed. Three Google updates landed between October 13 and October 14 that give business owners more granular controls over where their visibility shows up and how it works. Google Ads introduced Channel Prioritization and Budget Allocation for Performance Max. Google published new guidance on how it ranks PDFs in Search and AI Mode. And Google Merchant Center added a new store address attribute for Local Inventory Ads. In this episode of Measured, we walk through all three changes, what each one means, and what you should actually do about them this week. Change one: Google Ads adds Channel Prioritization and Budget Allocation. For two years, Performance Max advertisers have been frustrated that they could not see or control which channels their budget actually went to. You handed Google your money, Google decided where to spend it, and you got a combined report at the end. That just changed. Advertisers can now set channel priority and allocate budget across Search, Display, YouTube, Discover, Gmail, and Maps instead of letting Google decide the full mix. Change two: Google explains how it ranks PDFs. If your website has menus, price lists, brochures, downloadable forms, or resource guides as PDFs, this matters. Most business owners have never thought about whether their PDFs show up in search. We cover Google’s new guidance, answer the obvious follow-up question about whether to just use web pages instead, and walk through a three-check audit for every PDF on your site. Change three: Google Merchant Center adds a new store address attribute. Smaller change, but important for any retailer running Google Shopping with physical store inventory. The system has always required accurate store information, but connecting a specific product’s inventory to a specific store address has been clunky. The new attribute fixes that. What all three mean together. Google is giving businesses more granular controls over where their visibility shows up. Why Google is giving control back now is not fully clear, and we are honest about that in the episode. What is clear is that the businesses that use these new controls thoughtfully will outperform the ones who still assume Google’s automation will figure it out. In this episode: What Performance Max is and why the new Channel Prioritization controls matter How to set up your first priority test in Google Ads Google’s new guidance on how it ranks PDFs in Search and AI Mode A three-check audit for every PDF on your website What Local Inventory Ads are and the new Merchant Center store address attribute What all three updates mean together about Google’s direction Customer question: How fast does my website need to load? Featured project: Midwest Land Management https://www.midwestlandmanagement.com/

  4. Oct 8

    Measured: Google Now Officially Requires You to Fact-Check All AI Content Before Publishing

    For the past two years, the conversation about AI content has been loud but blurry. Should you use AI to write blog posts? Is it bad for SEO? Will Google penalize you? The answers depended on who you asked and what they were selling. Last week, Google made the answer official. On October 1, 2026, Google updated its AI-generated content guidelines for Search. The new guidance states it is critical to manually fact-check and review all AI-generated content for accuracy and trustworthiness. On October 2, Google added a fake author warning to its Helpful Content guidance, calling out fabricated author profiles as a form of deception. In this episode of Measured, we break down what changed, how to tell if you have been affected, and what you should actually do about it. What Google actually changed. Google is not saying AI content is banned. Google is saying AI content is fine if it is helpful AND you have fact-checked it. That is a measurable standard, and the responsibility now sits squarely with the publisher. If you publish AI content that contains errors or fabricated details, you cannot blame the AI. The fake author warning covers AI-generated author photos depicting people who do not exist, invented bios with fake credentials, and author attributions that misrepresent who actually wrote the content. Google has now explicitly called all three practices deception. How to tell if your content has been affected. Google does not send you a notification saying your content was demoted. Detection is indirect. We walk through specific Search Console checks, the exact-phrase technique for spot-checking individual pages, and how to watch for patterns rather than single pages. In this episode: What Google's October 1 AI content guidance update actually changed The October 2 fake author warning and what it covers Why Google is tightening guidance right now How to tell if your content has already been affected using Search Console and other tools What to fix, what to remove, and what to build into your workflow going forward Customer question: When should I start sending emails for Black Friday? Featured project: Prairie View Campus https://www.prairieviewcampus.com/

  5. Sep 24

    Measured: One Week Until Q4. Here Is What Just Changed in Google Ads and What to Do About It

    October is a week away. Q4 is here. And Google Ads is quietly changing in three specific ways right now that affect how much you spend, how you show up, and how you plan for the biggest advertising quarter of the year. In this episode of Measured, we break down what is changing, what to do about it, and what the rest of your Q4 prep should look like this week. Change one: Local Services Ads are transitioning into Performance Max. US accounts started migrating in August. Historical LSA reports will not transfer to the new format. If you want to keep your historical performance data, you need to export it before the migration completes. Change two: Campaign-level language setting is being removed. Starting late September, Google is removing the campaign-level language setting from Search and AI Max campaigns. Google will now decide which ad to show based on the language the ad copy is written in and what Google knows about the searcher. Change three: Performance Max added a new destination option. You can now choose between sending traffic to your website or sending traffic to your Google Business Profile. For local businesses focused on calls or store visits, that is a meaningful new option worth testing. We also cover the Q4 cost climb. Meta ad costs typically jump 30% to 80% during Q4, doubling or tripling during Black Friday and Cyber Monday. Google Search costs rose 12% year over year in 2026 with another 8% to 10% projected through Q4. The businesses that do best in Q4 do not spend more in November. They spend earlier, warm audiences at lower cost, and use November to convert. In this episode: The Local Services Ads to Performance Max transition and what to export before it completes The campaign-level language setting removal in late September The new Performance Max destination option and when to use it The Q4 cost climb and what it means for your budget What you should actually do this week before October 1 Customer question: How long does SEO actually take to work? Featured project: State Bank & Insurance https://statebank-spencer.com/

  6. Sep 16

    Measured: How Fast You Can Lose Your Visibility, and What Google Just Gave You to See It

    Three things landed in the past two weeks. Two are updates from Google that give small businesses new ways to see how they show up online. The third is a real case study of what happens when a business loses visibility fast and cannot get it back. In this episode of Measured, we break down what happened and what to actually do about it. Two quick updates from Google. On September 10, Google brought back Business Profile post view counts for the first time in three and a half years. View counts now appear on individual posts and go back 18 months. Separately, Google is testing a new AI Contribution feature in Search Console with limited publishers, which would eventually show businesses what percentage of their traffic came from AI Overviews and AI Mode. The main story. On September 8, 2026, Search Engine Journal reported that a UK news publisher lost 98% of visibility for trending Google News queries after moving from a .co.uk domain to a .com domain. According to NewzDash, the site's visibility dropped from 1% to 2% down to 0.02% within two weeks. Four months later, the site still shows only isolated appearances. Standard SEO tools tracking evergreen keywords showed a 60% to 70% drop over the same period. Google associates your domain with years of authority, backlinks, and trust signals. Changing domains means Google has to figure out that the new site is you, and that transfer is not automatic. It relies on 301 redirects, sitemap updates, and preserving the trust signals Google uses to evaluate whether a site is authoritative. In this episode: The Google Business Profile post view counts update Google's new AI Contribution feature in Search Console The UK publisher case study and what actually happened Why domain moves are one of the highest-risk technical decisions your business can make The pre-launch, during-launch, and post-launch actions that protect your visibility Customer question: Should I have a chatbot on my website? Featured project: Le Mars Area Family YMCA https://lemarsymca.org/

  7. Sep 4

    Measured: TikTok, Google's Spam Update, and YouTube Just Changed How Customers Find You

    Not every change to how customers find your business shows up in your inbox or on the news. Some of the biggest shifts happen quietly, without a press release, without a Google update banner, without anyone asking you to pay attention. Three of those quiet shifts have been building over the past few months. In this episode of Measured, we break down what changed and what to actually do about it. Story one: TikTok Local Feed has become a real local discovery channel. On February 11, 2026, TikTok launched a dedicated Local Feed in the United States that surfaces content from nearby businesses based on the viewer's real-time location. Follower count does not matter. According to TikTok, 73% of users say they have discovered a local business through the app. Story two: Google finished its August 2026 spam update on August 21. The update targeted sites publishing hundreds of low-value pages to game rankings. According to SE Ranking, URLs in Google's top 10 were 82% more likely to drop beyond position 100 during the update. Legitimate sites publishing human-written content mostly rode it out. Story three: YouTube's Ask YouTube feature is changing how people research. More than 140 million users interacted with Ask YouTube during June 2026 alone. Viewers can ask conversational questions right on video watch pages and get synthesized answers pulled from the video and related content. The feature is now moving into wider YouTube search. In this episode: Why TikTok Local Feed matters for small businesses even if you have never used TikTok What Google's August spam update targeted and how to check if you were affected How Ask YouTube is changing what happens when customers research on video What all three changes mean for how your business shows up online What to actually do about each one Customer question: Do I really need an About page on my website? Featured project: Dew Drop Drill https://dewdropdrill.com/

  8. Aug 25

    Measured: The Google Data Bug, Protecting Your Business Profile, and What the EU Just Made Legal

    Three things landed this month that affect how your business shows up online, how you measure it, and what you are legally responsible for. None of them dominated headlines. All three matter for how you run a small business. In this episode of Measured, we break down what happened and what to actually do about it. Story one: Google confirmed a search data bug that ran for a week. Starting around August 15, site owners saw significant drops in their Google Search Console data. On August 21, Google confirmed the numbers were wrong. Not an algorithm change. A reporting bug on Google's end. If you made decisions based on August traffic numbers, those decisions were made on bad data. Story two: How to actually protect your Google Business Profile. Google Business Profile suspensions have been a running story through 2026. Recent guidance from Search Engine Land lays out what small businesses can actually do to reduce the risk, from keeping verification documents ready to maintaining consistent business information across every platform. Story three: The EU just made AI disclosure a legal requirement. On August 2, 2026, the EU AI Act's Article 50 took effect. Chatbots must disclose they are AI. AI-generated content must be labeled. Deepfakes must be identified as artificial. Fines reach up to €15 million or 3% of global annual turnover. The law applies to any business whose AI outputs meaningfully reach European users, not just European businesses. We also cover how watermarking actually works, since AI companies including Anthropic have already started watermarking every output to comply. In this episode: The Google Search Console data bug and what it means for your August numbers How to actually protect your Google Business Profile from suspension The EU AI Act's Article 50 and whether it applies to you How AI watermarking actually works The single thing every small business should do this week Customer question: Do I need customer testimonials on my homepage? Featured project: Kossuth County https://www.kossuthcounty.iowa.gov

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About

Measured is a marketing and data driven podcast hosted by Logan Wood. The show explores real world projects, industry trends, and performance insights to help businesses make smarter, more informed decisions.

Information

  • Creator
    Logan Wood
  • Years Active
    2026
  • Episodes
    39
  • Rating
    Clean
  • Copyright
    © Copyright 2026 All rights reserved.
  • Show Website
    Measured