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What will you find in the February edition?

SEO
Rich results in lower prices
John Mueller validates digital public relations
The general subject of your site influences the ranking of individual pages
Paid media
IOS14 update
Google’s alternative to third-party cookies opens for advertiser testing in Q2 2021
Content Marketing
Google launches new feature providing more information about search results
New content to get stuck in
Get creative and win the customer: automotive retailer Holdcroft

Let’s talk about SEO updates …

Rich results in lower prices

Schema markup is a type of code that can be used to step through certain elements on a page to the search result, such as reviews, FAQs, and product details. Google recently announced an improvement to its product details scheme, which allows site owners to highlight price cuts for specific products.

To be eligible for the rich bottom line, site owners must use the existing « offer » element of the product schematic, and Google « automatically calculates the price drop … based on the current historical average of pricing. of your product « .

You can find out more about Product diagram here.

Koozai tip

If you have an ecommerce site and want to promote your pricing in search results, be sure to use accurate pricing on all of your product pages.

John Mueller validates digital public relations

While Google has struggled to buy links and place links intentionally over the past decade, John Mueller recently gave his seal of approval to digital PR campaigns (which often indirectly result in the generation of backlinks) .

In a Twitter chat about recruiting for digital public relations, Mueller said:

“I love some of the things I see in digital PR, it’s a shame it’s often swallowed up by the type of spam link building. It’s just as critical as technological SEO, probably more so in many cases ”.

This is important for the SEO industry because it gives credibility to digital PR as a safe and lasting way to build relationships.

The general subject of your site influences the ranking of individual pages

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Topic relevance is a hot topic in SEO, after all, Google aims to return the most relevant results possible for a given query. But can the overall thematic relevance of your site affect the ranking of your individual pages?

John Mueller appeared to suggest this during a Twitter debate about page-level and domain-level metrics:

“Of course we rank the page, that’s where the content is. We also have other signals that are on a broader level – there is no conspiracy. Panda, Penguin, even basic things like geo targeting, safe search, Search Console settings, etc. « .

Reading between the lines, it probably means that sites that cover a topic in detail at the domain level, are more likely to have individual pages that work best for related subtopics.

For example, fried chicken sites may generally have a better chance of ranking for a specific subtopic, such as « how to make homemade fried chicken ».

Koozai tip

Go to your main topic and cover it in as much detail as possible on the different pages of your site.

IOS14 update – how will it impact digital marketing?

In January, Apple’s new iOS14 update was released and caused quite a stir in the digital marketing world. Much of the update includes changes to privacy and data usage, which have the potential to have a huge impact on the future of digital marketing, especially personalized advertising and remarketing. You can find more information on this story on our Koozai blog, but to make things easier, we’ve included a brief summary of our thoughts below.

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Koozai POV

It’s unclear what impact this will have on the digital marketing world, but our predictions are that it will impact three key areas. First, the amount of data we receive from advertising platforms. This will then have a ripple effect on our ability to optimize effectively, leading to personalized ads and the ability to retarget. We’ll be providing more information on this story as we can, so stay tuned!

Google’s alternative to third-party cookies opens for advertiser testing in Q2 2021

Another data story and more user privacy news, this time from Google. Google announced in October that it was testing an alternative to third-party cookies called Federated Learning of Cohorts (FLoC). This process essentially groups people with similar interests into cohorts to protect the privacy of the individual and allows advertisers to continue serving relevant ads while keeping each person’s browsing private. With these tests at the end of 2020, it made sense that Google has announced plans to phase out support for third-party cookies in Chrome over the next two years.

The FLoC model is the future of advertising measurement for Google, which attempts to both provide advertisers with the data they need to attribute, measure and determine fraudulent traffic from actual visitors while still being able to preserve privacy of individuals online.

Koozai POV

As companies try to do away with cookie-based tracking given concerns about user privacy, the alternative Google is testing appears to be good news for marketers. Advertisers don’t want to lose data, but users, perhaps unsurprisingly, want better privacy and that seems to satisfy both parties. We’ll keep you posted as we test this and any new updates along the way.

Content Marketing Updates

Google launches new feature providing more information about search results

niclas illg wzVQp NRIHg unsplashFrom 1st February 2021, users (currently only in the US) will be able to see more information on a search list before they choose to click on the link. Right out of beta testing, researchers can tap the three dots in the right corner of the search result and a dialog box will appear, allowing users to learn a little more about the chosen link, including whether the connection is secure. If this takes off, brands will need to ensure they have an accurate, high-quality entry, along with a Wikipedia page and secure connection. To see what this will look like in practice, Search Engine Land has created a practical gif.

Visit the Koozai blog

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:

The differences between Facebook bidding strategies

SEO best practices for businesses of any size

Using internal links for SEO

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

The customer wins

Holdcroft Motor Vehicle Retailer

Holdcroft came to Koozai to gain professional agency support for Facebook and Instagram, including scaling up and increasing lead generation while keeping cost per action (CPA) as low as possible. . We were thrilled to help them reach their goals and achieve a 757% increase in traffic, an 87% reduction in bounce rate, and a 42% reduction in CPA. Find out more in our Holdcroft case study.

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