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 26th

Snapchat Users Now Able to Create Own Geofilters

One of Snapchat’s most popular features, Geofilters are image filters available based on a user’s location. Now, app users can create their own Geofilters with an image editor, and then select the geographic region and length of time the of time it will be available (up to 30 days for personal use). Pricing starts at $5. But Snapchat’s new on-demand Geofilters aren’t just for personal use. Businesses can use the custom image filters for a unique way to raise brand awareness, promote an event, and more. Geofilter metrics are even available to view. (Contributed by Online PR Specialist Ellen Borza)

Yahoo Begins to Court Suitors

In a hilarious article about the courtship of Yahoo, this Mashable writer breaks down the actual potential the media company has for the future in a clever way. Needless to say if Yahoo had a dating profile it would read: must love cats, age is just a number, looking for mature partners, and must be well funded. With all the possible buyers it seems that Yahoo has a plethora of choices to find their match. Which leaves the end question, who will actually ask them out on a date? (Contributed by Online PR Specialist Anna Horn)

Is Snapchat All It’s Hyped Up To Be?

Even though Snapchat has been launching cool features like Geofilters, Founder and Chairman of Socialbakers, Jan Rezab, believes that Snapchat’s popularity may be as fleeting as its content. In regard to social messaging apps, Snapchat is continuously beat out by WhatsApp and Facebook Messenger for most amount of downloads. Rezab speculates that Snapchat gain momentum if it creates a searchable function that would allow users to search for other stories, essentially allowing us to search for video news. (Contributed by Online PR Specialist Sarah Walsh)

Introducing Autotrack for Analytics.js

Google Analytics has rolled out new JavaScript libraries to increase adoption of Universal Analytics features. Of all of the new features, the autotrack library is most exciting as it will make outbound link tracking easier than ever. Deploying autotrack alongside hard-coded event tags or Google Tag Manager will impact data collection, so proceed with caution. (Contributed by Technical Search Strategist Claudia Pennington)

Facebook Expands Their Like Button Offerings

The final roll-out of an expanded like button hit the masses this week and was met with mixed feelings. Now users can express their “like,” “love,” “haha,” “wow,” “sad,” and “angry” feelings toward a post. You can share 6 emotions now, something advertisers are very excited about as well. Now brands and advertisers will be able to see what emotions people are feeling towards their posts and be able to engage and tailor their brand posts accordingly. (Contributed by Online PR Specialist Anna Horn)

Google Agrees, Reputation Comes from the Company you Keep

For most SEOs, myself included, it’s long since believed that outgoing links are a ranking factor for your website. But it’s been nearly five years since Moz published its White Board Friday piece about why external linking is good for your SEO. So the marketing team at Reboot conducted a new study that monitored ten similarly constructed sites over the course of five months. Five of these sites contained external links to three highly authoritative domains, while the remaining five websites contained comparable copy but zero external links. The results? Google still cares about the company you keep. All five test sites containing outbound links ranked more favorably than the non-linking sites. Conclusion: hoarding “link juice” is a no-go. (Contributed by Online PR Specialist Emily Long)

Early Winners and Losers from the New Google SERP Layout, Post Ad-mageddon.

As you have all heard by now, Google released one of the most significant changes to the way the Desktop SERP look and it has to do with the reorganization of ads. One week after this announcement, Larry Kim shares who are the early winners and losers. (Contributed by Director of Search Marketing Justin Emig)

Brand Bidding & PPC Optimization: Best Practices For Brand Bidding

Columnist Lori Weiman answers the biggest question facing PPC advertisers in 2016. How do I get meaningful growth numbers out of a crowded and competitive PPC market? (Contributed by Digital Campaign Lead Jasper Burwell)

What We’re Listening To

Vader’s Redemption

This almost laughable rendition of the Imperial March (Darth Vader’s Theme) is simply the song transposed into a major key rather than the original minor key. The piece sounds like something a marching band in musical would be playing rather than the intimidating scenes it’s used in for Star Wars. Enjoy this fun piece as well as the magic of transposed music. (Contributed by Online PR Specialist Anna Horn)

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