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What will you find in the April edition?

Don’t let cookie death kill your conversions
SEO

Numerous unconfirmed algorithm updates
Bot traffic and SEO
Is it time to optimize conditions for competitors?
Paid media
FLoC is coming
Real estate promotion ads for hotels launched by Google
Content Marketing
New content to stay stuck
Obtaining creative and customer gains: a successful site migration for Happy Chef

Don’t let cookie death kill your conversions

In January 2022, Google bids farewell to third-party cookies. This means that if you currently rely on highly targeted personalized ads that follow users across the internet, you will need to change the way you do things. While 2022 still looks a long way off, now is the time to figure out what changes you need to make to keep your conversions from taking a nosedive. If you take these things seriously (like we do), you can get a head start by using our brand new free marketing guide, which will walk you through what you can do to keep or put your brand front and center.

Learn more about our cookie guide and download it for free.

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Let’s talk about SEO updates …

Numerous unconfirmed algorithm updates

March has been a busy month in terms of alleged Google algorithm updates – although none have been confirmed.

Many webmasters have noticed many changes, possible updates and instability around the 3rd, 8e, 11e, 19e and 29e March. The changes observed on March 11e seem to have been local-oriented, the rest being larger changes.

We haven’t heard anything yet, but there have been times when algorithm updates weren’t recognized until after a few months.

Koozai advice: Continue to monitor your traffic and annotate your Google Analytics account so you know what your development or SEO work is and what is external.

Bot traffic and SEO

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SEO is often thought of as how search engines see your website, and if you were getting a lot of traffic from spambots that would be bad, right?

Well, not necessarily. According to John Mueller of Google, this traffic has no effect on your rankings.

There are of course other issues, such as ensuring that your Analytics data is accurate and what the load on your server is of these bots, among others. You should try to block all known bots through your GA settings and server-side security, but it can be difficult to stay ahead of the game.

Koozai tip: It’s hard to be proactive about new malicious activity, but you can stay up to date with the latest software releases and related news.

Is it time to optimize conditions for competitors?

The Knowledge Panel has become ubiquitous in search results, but a new feature seems to be rolling out there.

Some users in the United States have seen a section for competitors called « Alternatives » under the usual map and address information to the right of search results. It was only on some lists and seemed like a test, but could it become a permanent fixture?

It’s too early to tell, but it could thwart those competitor’s paid ads or give you visibility into your competitor’s conditions. It would certainly act like a double-edged sword – allowing you to gain and lose traffic at the same time (but hopefully more on the winning side).

Koozai tip: Stay ahead of your competition with more structured data and build user loyalty with good reviews and customer service.

FLoC is coming

Land search engine describes FLoC as “a method for browsers to enable interest-based advertising. It works by gathering data on a user’s browsing habits, then grouping groups of users with similar interests into cohorts ”.

While advertisers have been waiting for the removal of third-party cookies for some time, we now have some understanding of the technology that will replace it. This has prompted questions and concerns from users and advertisers, many of which are unlikely to be addressed until further testing is done.

Koozai tip: As third-party cookies are phased out, advertisers are looking for new ways to adapt to ensure reporting and targeting are impacted as little as possible. FLoC seems like the way to go, but no one is quite sure what it looks like. In the meantime, some steps need to be taken to ensure that you are maximizing your first party data collection techniques. More information on this can be found in our guide.

Property promotion ads for hotels launched by Google

daniela araya L7 uOl0AbT0 unsplashGoogle has now launched real estate promotion ads, which aim to capture demand from users looking for hotels but don’t know which hotel to book. Linked prominently to search results around locations, this allows advertisers to place a specific hotel in a specific location. You can see some examples listed here. Considering that we all dream of running away from our homes for a stay or a break abroad, this is a useful new addition!

While standard hotel reservation link ads are intended for advertisers to capture a reservation for a hotel that a user has already chosen, property development ads are designed to allow advertisers to influence the decision to be made. buying users always looking for a hotel, ”said Peter Fernandez, Product Director, Hotel Ads.

Koozai tip: These new ads are positioned at the top of the funnel rather than at the reservation stage, like traditional hotel ads. They should be used for awareness and in the consideration phase to appear to users looking for «  hotel in [location]’based terms. With that, the last click bookings are likely to be low, but be sure to check out the assisted conversions these campaigns generate as they can do more than the data suggests.

Content Marketing

Our advice for this edition is about optimizing and personalizing your content. While optimization is extremely important, don’t think of it as the ultimate solution for your content creation. You want to focus on tailoring your content to your target customers. Think about things like how will that help them and what value is it? If you think precisely about who you are talking to along with optimizing certain keywords, your content will have the best chance of ranking. The algorithm, after all, is not a person, but your customers are!

Want to learn more about the importance of content? Check it out video of Search Engine Land.

New content to get stuck in

We always have new blog content to check out. Our Koozians have been busy creating blog content so that you have a great source of information for all SEO, Paid Content, Content or PR related questions and questions. We recently published the following:

How to improve TTFB

Understanding Facebook ad placements

How to find unrelated brand mentions in Ahrefs

Remember to check back regularly as several new messages are posted each month.

Be creative and win the customer

We recently helped American chef uniforms and accessories company, Happy Chef, break through their recent site migration. How do we know this? Well after the migration we were delighted to report some fantastic results …

  • Users at the top 53.42% MoM, 120.86% over one year and 17.21% compared to 2019
  • Sessions up 64.17% MoM, 151.23% over one year and 31.25% compared to 2019
  • Increasing income 52.93% MoM, 500.18%

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