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What will you find in the January edition?

SEO
Basic December Update
The indexing of passages is not yet online
Search Console brings back the request indexing tool
Paid media
Google Discovery ads can now use your 4: 5 social images
Mobile shopping gains in share
Google Adds New User Controls for Alcohol and Gambling Ads
Content Marketing
Trends 2021
New content to get stuck in
Advice to take on content
Be in the know with Koozai’s new Digital Secrets page
Be creative and win the customer: Ancasta

Let’s talk about SEO updates …

December Core Update

Google was busy again and announced its December major update, which rolled out on 3rd. As with all core updates, this did not contain any additional information on particular areas or aspects that were being targeted (eg links).

Koozai tip: If you notice a drop in traffic around the 3rd December 2020 is probably because of the main update. There may not be a problem with your site, it may just be that Google has decided that the pages of other sites respond better to the queries for which you have been ranked, or that Google has recalibrated what. ‘he thinks is the intention behind a certain keyword. , or group of keywords.

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Passage Indexing not yet online

Google confirmed on 23rd December that the indexing of the passages was not yet online, and the 29e, that a search result snippet indexed by passage would not be different from current layout of the snippet. Passage indexing refers to Google’s ability to rank pages based on a specific part of the text on a page, rather than just the general topic of the page as a whole.

Koozai tip: SEOs must keep their eyes on the latest research news for any announcements regarding the indexing of passages in order to be able to assess the positive or negative impact (if any) on their site during its deployment.

Search Console brings back the request indexing tool

myriam jessier VHXiGXxwOQ4 unsplashAfter 69 days for SEOs and webmasters, the request indexing functionality returned to Google Search Console. This feature allows website owners to request indexing (and therefore re-crawling) of a particular URL. This is especially useful for getting a brand new page indexed faster, or for getting changes to an existing page crawled by Google and the latest version cached in search results.

Koozai tip: Using the on-demand index button could certainly make crawling and indexing new or existing pages faster, but to give the pages the best possible chance, be sure to link to them as well. internally, and via the XML sitemap, via social networks and any other platform you own. control.

Google Discovery ads can now use your 4: 5 social images

A 4: 5 portrait format layout is now available, allowing Discovery ad images to be displayed more prominently. Updates are also being rolled out by Google that affect the audience selection workflow for Discovery campaigns, not only in the Discover feed, but also in Gmail and YouTube.

Strengths of the Land search engine: « Google will soon display estimates of the estimated conversion volume increase when » Audience expansion « is enabled during campaign setup. Google says its internal data shows audience expansion for Discovery ads generates an average of 52% increase in conversions to a comparable CPA. It is designed for new customer acquisition.

Koozai POV

Google Discovery campaigns are typically used for brand awareness, delivering visually rich ads to your potential customers. If you want to increase your brand awareness, tell us about ad discovery. Now it’s easier than ever to set them up, especially now we can use images from social media campaigns that have already been created.

Mobile shopping gains in share

cardmapr pwxESDWRwDE unsplashGone are the days when mobiles were seen as the first step in a conversion journey. In 2014, digital sales via mobiles were only 13%, but the marketing platform Digidip now reports that in 2020, just over 60% of transactions were made via mobile devices as opposed to computers. office.

Although the data shows that average order values ​​on mobile are still lower than those on desktops (for example, people don’t buy vacations on their mobile), it suggests that there is still a lot of potential. for mobile transactions in the future.

Unsurprisingly, mobile represents the majority of paid social conversions. However, paid search campaigns have not always seen the mobile conversion share increase, but on the contrary, they have increased in line with desktop ones. Land search engine reports Tinuiti results: “For Google Retail paid search, 46% of our ad-generated sales went to phones from Thanksgiving Day to Cyber ​​Monday, which is the same share we saw last year for the same period, « said Andy Taylor, head of research at Tinuiti, » with a share of desktop sales dropping from 48% to 50% and a tablet dropping from 6% to 3% . Phone sales increased 36% year-on-year for the five-day period, compared to desktop sales growth of 41% ”.

Koozai POV

With more and more users starting and competing with their shopping journeys on mobile devices, it is critical that retailers invest in mobile commerce. From a paid media perspective, we need to ensure that our campaigns are optimized for mobile, as this is no longer just the start of the user journey, but rather plays an important role in the entire buying journey. .

Google Adds New User Controls for Alcohol and Gambling Ads

Google has announced that soon new user controls will be launched in the United States for alcohol and gambling ads. Starting with YouTube in the United States before rolling out to other countries in 2021, the new feature will limit ads to certain categories such as alcohol. This update will not affect countries with legal restrictions on alcohol advertising and gambling.

Elijah Lawal of Google Global Communications and Public Affairs explained the decision in a blog post: “We have heard comments that some people would prefer to limit ads to certain categories like alcohol, so today we are launching a new control in Ad Settings, allowing internet users to see fewer alcohol ads, with gambling as an additional option. « 

Koozai POV

While this seems like a negative move for advertisers in these industries, we believe it is more positive. To be clear, this is a user control, not an advertiser control. Therefore, advertisers in these industries will still be allowed to promote these products, but it is up to the user to apply the setting to see less of these ads.

For advertisers, this may mean fewer impressions and clicks, but it does mean we won’t be advertising to users who don’t want to see those ads. Therefore, we can expect performance improvements as the budget has been saved on users who have opted out.

Content Marketing Updates

Content Trends 2021

As we welcome a whole new year, some content marketing trends are emerging that are certainly worth exploring in 2021. Video and webinar content (perhaps not surprisingly), enhancing the content experience for your customers. users (ask yourself if it’s easy to access, pop-ups block access, etc.), reusing high-quality content across different channels and real focus on SEO are some of our favorites, and We recommend that you review each in detail for your 2021 content strategy.

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Visit the 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:

How to remove outdated content from search engines

Analysis of Google’s hidden search terms

What is the Google Ads Quality Score?

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

Advice on what to take away: Remember to include captions and transcripts alongside your videos and webinars. Video content can’t be read by Google, but closed captions and transcripts can, so they can help you increase your keyword depth.

Be in the know with Koozai’s new Digital Secrets page

If you want to learn more about digital marketing and get valuable insight from some of our experts, you will want to join our new Digital Secrets Facebook page.

The customer wins

Ancasta – the expert in international boat sales

We are delighted to continue to achieve our goals with a seller of new and used boats Ancasta, with organic sessions up overall by 72% YoY (41,592 versus 24,148). This was above the annual surplus for overall traffic which stood at 33% up to YoY.

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