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. We’ll break down every thing you need to know so you can stay up to date as well. 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 October 2nd

Small Businesses Diversify Local Promotional Strategies

Few businesses can rely on sales and leads from organic search alone.  With even more ads in the SERPs, it’s important to have a diverse marketing and advertising strategy that doesn’t rely solely on organic search results–paid search and social are critical components. (Contributed by Technical Search Strategist Claudia Pennington)

Research Supports the Use of Long-Form Content

When appropriate, long-form content can help improve SEO and onsite engagement metrics. Writing well over 500 words seems to be a backlink attractor as there is an incredible amount of ideas in the piece. Increased conversion rates were another factor the study looked at and there seemed to be a strong correlation. However, long-form content isn’t a silver bullet and should be used when it is appropriate. (Contributed by Technical Search Strategist Claudia Pennington)

German publisher buys Business Insider

Business Insider, a financial publication targeting millennials 18 to 34, has been acquired by a German publisher. Axel Springer bought the publication for an incredible $442 million changing their ownership percentage from 88% to 97%. The publication garners 76 million unique monthly visitors and this acquisition makes the publisher the 6th largest digital publisher in the world. (Contributed by Technical Search Strategist Claudia Pennington)

Google brings Customer Match to Ads

The new upload feature gives Adwords users the ability to target people by their email address across Search, Gmail Inbox, and YouTube. Provided an internet user is logged into their email profile, they are now targetable by email address. Adwords users will also be able to use this data to find similar users to target. (Contributed by Paid Search Specialist Bill Hartz)

TruView for Shopping rolls out

With “TrueView for Shopping” YouTube is now a virtual showroom. Shopping ads can be shown overlaying a video. Unboxing, product reviews, how-to video, etc. companies can now make videos that advertise their product, and provide a purchase point within the video experience. Companies who have been testing the new ads have noticed a huge increase in revenue per impression. (Contributed by Paid Search Specialist Bill Hartz)

AdBlock gets Sold

The most popular Chrome extension, with more than 40 million users, will now be allowing “Acceptable Ads.” The company has received criticism for allowing companies to be “whitelisted” and featured as part of Acceptable Ads. (Contributed by Paid Search Specialist Bill Hartz)

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