Online Marketing Today: SearchCap: Google AMP changes, BrightLocal study & PPC mistakes

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

6 common PPC reporting mistakes that can make you look terrible
Dec 21, 2016 by Frederick Vallaeys
Your job is hard enough — don’t sabotage yourself by making these reporting mistakes. Columnist Frederick Vallaeys recounts common paid search errors and advises how to avoid them.
BrightLocal opens its 2016 local SEO survey to see how the industry has changed over the last year
Dec 21, 2016 by Amy Gesenhues
Survey questions cover everything from SEO agency size and revenue to services offered and retainer fees.
7 things business owners fear (but shouldn’t) about SEO
Dec 21, 2016 by Pratik Dholakiya
From concerns about scam artists to misconceptions about measurement, the typical reasons for fear of SEO are many. But contributor Pratik Dholakiya contends there’s much to gain by getting past your doubts.
Uncovering the white spaces of opportunity for local search
Dec 21, 2016 by Jon Schepke
With “near me” mobile moments surging, contributor Jon Schepke contends that brands must use the context of location across all their search marketing efforts — paid, earned and owned.
Google will change AMP display to make it easier to find & share publishers’ direct URLs
Dec 21, 2016 by Danny Sullivan
Change will be to the header in AMP content, expected in early 2017.
First day of winter Google doodle marks Northern Hemisphere’s Winter Solstice 2016
Dec 21, 2016 by Amy Gesenhues
Google’s Southern Hemisphere home pages have a similar doodle to mark the first day of summer for the other half of the world.