What we are Reading in Digital Marketing this Week (12-09)
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. 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 December 9th
Google for Safety
This week Google launched a new app called Trusted Contacts for Android phones. The app allows you to select specific contacts as your trusted contacts. This will allow your trusted contacts to request your location and give you the choice to allow them to see where you are or not if you’re fine. Users can also request one of their trusted contacts see their location during a walk home late at night or to their car in the parking garage late. The location feature works with or without service making it a new must for those participating in outdoor activities alone. (Contributed by Online PR Specialist Anna Horn)
Changes to Google Search Console
Some (somewhat) small changes have been made to Google Search Console impacting organic search results. First is change is to sitelinks. Small sitelinks have been removed from the search listing, because data suggested they were not commonly used. Second, large sitelinks now display four links instead of the original six. Some variations are showing four large links and no search box, while others have seen two large links and a search box. So what is the impact? This study shows on average a -80% decline in impressions, decline in positions by 5 positions, increased click-through rate, and no impact on traffic. If you are seeing strange data when reporting this could be the culprit. Be cautious of comparing YoY and MoM data, and make sure you don’t jump to conclusions. Just because this change was made does not mean there couldn’t also be an underlying issue. (Contributed by Online PR Specialist Michelle Bull)
Another Year of Political Commentary from Pantone’s Color of the Year
In an effort to symbolize peace and new beginnings in 2017, Pantone has released “Greenery” as their color of the year. Pantone’s colors have been commentary on the political landscape for years. Last year’s colors, Rose Quartz and Serenity, were meant to produce tranquility, which sadly wasn’t the case for the past year. Hopefully this year’s Greenery will have more of an impact. (Contributed by Online PR Specialist Sarah Walsh)
Tis the Season of Online Paid Search Optimization
The holiday season is among us, which is a huge deal for search engine marketers like ourselves. The time between October and December and even into the New Year is a very important time for online businesses. From a paid search perspective, this is a time where it’s essential to make daily and hourly bid adjustments with the goal of generating more revenue at a lower cost, among other goals. Competition can be fierce during these times, so it’s important to have a plan and act on it. Happy Holidays and happy optimizing! (Contributed by Paid Search Specialist Kevin Koehn)
Adwords and Personalization
Typically, marketers don’t see paid search as a channel that is great for personalization, but Google is changing that. Google is taking steps to make it easier to reach people through all of their marketing channels, and they are making it easier to make a real connection with them. Understanding the consumer at the moment of their search, and changing your marketing message to match them is how brands are winning customers. Adapting your marketing message and making consumers care is the future of digital marketing. (Contributed by Digital Campaign Lead Jasper Burwell)
Snapchat Live Viewership Stagnating
One of Snapchat’s two media-driven platforms, Live Stories, has seen flat viewership for advertisers. This could be in part due to Live Stories and Discover being pushed down below Stories. Instead, advertisers are seeing more benefit from sponsored lenses and geofilters, despite these options being more expensive. Overall, Snapchat has seen growth in ad revenue, but it appears that marketers are looking for new ways to use the platform, like working with influencers. (Contributed by Online PR Specialist Ellen Borza)
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