As digital marketers, we strive to be constantly up-to-date on the latest happening in the online world. We have Search Engine Optimization, Pay-Per-Click Advertising, Web Design, and more covered. Staying on top of digital news is our job and not only pushes us with our ideas and strategies but ensures our clients come out on top as well. Whether it’s a new app exploding on the scene, a Google algorithm update, or the latest behavior tracking tool we’ll review, preview, and make note of it here. So if you’ve missed checking your RSS reader or your favorite sites this week no worries. New to 2016 is our what we’re listening to section full of a podcast, song, or piece that has been in our heads all week. Check it out to find out what you should be listening to regardless of topic. Come back every Friday for a new collection of our favorites and the most noteworthy pieces from the digital news sphere.

What We’re Reading for February 5th


User Feedback Influences Latest Facebook Algorithm Changes

Facebook changed its news feed algorithm, which now values user feedback and surveys over typical engagement, such as likes and comments. Instead, users’ news feed experiences will include stories that they would rate highly and are likely to engage with, according to survey responses. These changes shouldn’t impact referral traffic too much for Page owners, unless the rate at which their posts are clicked on does not match the stories people want to see at the top of their feeds. (Contributed by Online PR Specialist Ellen Borza)

Get Your Priorities Straight: Structuring Google Shopping Campaigns

Shopping campaigns are a great way to reach potential customers, especially for e-commerce websites. The beauty of Shopping campaigns is that there are a lot of ways to set them up to get different results. For example, assigning different priority levels based on campaign goals can help to structure your Shopping campaigns. Also, subdividing product groups can helps to analyze product performance and make optimizations. What’s really exciting to me is that the possibilities for Shopping campaigns are virtually limitless. (Contributed by Paid Search Specialist Kevin Koehn)

What’s it Take to “Go Viral?” 11 Traits to Give Your Idea Wings

What if going viral was as simple as your content having 11 different traits? Moz shares Distilled’s Matt Round’s belief that you can create viral content with things like tribes, humblebrags, competition, and more. Implementing these practices could lead to some great opportunities for your site! The post also includes a nice infographic of the lifecycle of a viral post as an added bonus. (Contributed by Online PR Specialist Sarah Walsh)

Google Expands Safe Browsing Protection

In an effort to help protect searchers Google is going to begin warning users against social engineering ads. The site will be blocked by a bright red screen similar to when Google warns you about a site being hacked with Malware. Sites that pretend to be something their not by acting as a trusted entity or attempt to get passwords will be put under this label and blocked. (Contributed by Online PR Specialist Anna Horn)

Google Revamps Mobile Travel Search Results

Google offers an alternative view of travel-related search results. There is a feature at the top of mobile search results that highlights via a knowledge graph the destinations relevant to the travel query entered that expands to consume the search results leaving only a “back” button to return to the standard page of search results. Notably, no sources are provided for the information presented in the knowledge graph of these travel destinations, with the exception of the YouTube videos. (Contributed by Technical Search Strategist Claudia Pennington)

Real Time War Rooms No Longer Required for ‘Big Game’ Success

Everyone remembers Oreo’s famous ‘Dunk in the Dark’ tweet heard round the world. When the lights went out at the 2013 ‘Big Game,’ the social media team at Oreo’s agency, 360i sprung into action with a real time tweet that now lives in infamy. However, with real time ‘newsjacking’ reaching a saturation point and technologies doing some of the heavy lifting, the ‘war room‘ of 20 is no longer required. Brands can be flexible, without investing the whole farm. For our clients, we will be watching intently, looking for a moment that is timely, but ABOVE ALL ELSE, relevant to their brand. Attention without relevancy is like screaming into an empty room. (Contributed by Director of Search Marketing Justin Emig)

What We’re Listening To

This Old Marketing Podcast from CMI

After some busy travel weeks, I was catching up on some CMI This Old Marketing Podcast episodes and one topic specifically drew my attention. It was an article from eConsultancy in which proclaimed the death of branded content marketing because it didn’t contribute traffic/shares, etc. If we are to measure content marketing by the number of shares on an article then every piece of content is doomed. The same way that if we measure SEO success based upon keyword volume, this short sided and short term mindset is sure to keep your strategies evolving and your sales eroding. Content marketing is a discipline that requires long term investment in order to succeed. Spoiler Alert… More will be on this topic in an upcoming blog post. (Contributed by Director of Search Marketing Justin Emig)


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