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What will you find in the June edition?

SEO
Updating essential web elements
SEO recommendations implementation rate
Google’s indexing is still not 100% mobile
Paid media
Improved Shopping Integrations
Google announces travel product updates
Privacy Focused Changes Announced for Analytics, Tag Manager and Improved Conversions
Content Marketing
New content to discover
NEW – Your 18-Step Guide to Paid Social Advertising Funnels
Be creative and win clients: Cofton Holidays and Ancasta

Let’s start with SEO …

Updating essential web elements

May was supposed to be the month the Core Web Vitals update rolled out, but it was pushed back to a phased rollout from June through August. Despite this, there was still a lot of discussion around this topic as well as some early results underway.

During an Ask Me Anything (AMA) session, Google said that it is not necessary to hit the “right” threshold to increase rankings, so improving any of the metrics will be a bonus. Additionally, there was no need to adjust beyond the « good » status in the Web Vitals report and would not result in further improvements. This allows to give a clear target to SEOs and developers.

Sites that improved their Web Vitals report also experienced improvements. While it has been confirmed that this is not the direct result of this, it has the secondary benefit of improving page load speeds and other things that were already ranking factors. Basically, the improvements in the Core Web Vitals report go beyond those listed and will help rank better.

Another point raised around updating Web Vitals was about who is using plugins and how to deal with them if they are causing issues. Basically, if a plugin is causing poor Core Web Vital results, then you have to weigh the pros and cons to see if it’s worth using. If this increases conversions while reducing Core Web Vitals, it might be worth it, but a solution that can improve both will obviously be better. As with many things, it’s probably the costs versus the benefits that will dictate the work on the site.

We’ll find out more about the real implications of Core Web Vitals reports soon, but it’s not too late to make these changes!

SEO recommendations implementation rate

via GIPHY

Twitter poll posted by Kristina Azarenko grabbed the attention of those in the SEO industry because it showed how recommendations are implemented on client sites.

There are caveats about implementing SEO recommendations such as technical difficulties, the practicalities of recommendations and how people are biased in surveys like this; but it is interesting to note that it highlighted a problem observed across the industry.

The question was « On average, how many of your SEO recommendations are implemented? » And the results of almost 700 responses were: <20% = 22.7%, 20 to 40% = 33.6%, 41 to 70% = 25.8% and 71 to 90% = 18%.

The consultation often suffers from some recommendations that are not implemented, but, let’s say if your dentist recommended you a root canal treatment, you would probably listen to them and do it ASAP!

Google’s indexing is still not 100% mobile

david svihovec LEtrhrME07g unsplashFor SEO work, we focus a lot on the mobile versions of sites and we did that for a while when Google switched to “mobile first” indexing about four years ago.

However, this does not happen overnight, and some sites are still crawled via the desktop version, which can lead to “desktop first” indexing. This will end soon, as Google nears the completion of 100% mobile first indexing.

There is no date set for this yet, but it has been pushed back from its goal of 100% by the end of 2020, so if you are still working with your desktop site in mind, you need to change ASAP.

Improved Shopping Integrations

Google Shopping feeds were enhanced with free listings last year and this is taken a step further with improved integrations with shopping systems like WooComerce and others.

These improvements will allow for greater ease of access to ads on purchase feeds, which will increase traffic and visibility. Users will be able to see all purchase options including shipping and other charges and then purchase through the listings when available. This offers obvious benefits, but could potentially lose customer interaction data. Only time will tell, but keep a close eye on these features.

Some of these improvements will roll out to YouTube and image searches later this year.

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Google announces travel product updates

gerson repreza CepDpEiALqM unsplashThree new travel products and updates have been announced to help researchers and advertisers make the most of post-pandemic travel and increased demand:

1) Vacation rentals now show up in hotel results. With more and more users searching for terms related to ‘stay’ and believing that rental-based properties give more control over their security, Google has now added these types of properties to their hotel listings. This means more competition on these terms, but a wider choice of results for users.

2) Extending Hotel Ads feed data to text ads with hotel booking extensions. This was tested recently, where hotel ad feed data is pulled into search ad extensions. The news from Google is that this will be fully rolled out in the weeks and months to come. We therefore expect to see more hotel extensions in the search listings.

3) Updates to reports, support and commission billing (per stay). This update allows advertisers to pay only for consumed stays and not for those that have been canceled. Other updates include easier reporting for canceled stays and commission bid adjustments.

With these updates, Google has shown that it supports the travel industry, especially vacation rental owners who advertise on search. There will be more competition for hotel ad placements with these updates and more hotel extensions on the search engine results page. I hope to help boost the travel industry in the summer of 2021.

Privacy Focused Changes Announced for Analytics, Tag Manager and Improved Conversions

Google Ads recently announced new changes designed to preserve user data, while giving advertisers enough information to adjust their campaigns successfully.

These updates include:

Machine learning extended to behavioral analysis in Google Analytics. This will help us better understand the customer journey. With privacy updates potentially impacting the data we see; this update aims to close the gap that can be left by “lost data”.

Adjust the consent mode in Google Tag Manager. This update helps advertisers in Europe and the UK adjust the way Google marks users based on their individual consent status. If a user does not consent to the use of cookies, Consent Mode uses conversion modeling to help marketers measure the customer’s decision journey instead.

Improved conversions help preserve measurement instead of cookies. When cookies are not available, first-party and consent data can help fill measurement gaps by analyzing how users convert after using ads and drawing conclusions for any data that cannot. be followed.

The future of reporting is uncertain, but it’s good to see that Google is making changes in anticipation of some data being lost due to user denial. Of course, this data will be hashed to protect user privacy, but at least our marketing efforts will always be measurable … phew!

Content Marketing

New content to discover

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

IOS 14 Update: What You Need To Know About Facebook Ads

What Are Dynamic Search Ads: A Guide

What is the CRO? Conversion rate optimization for digital marketing

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

Your 18-step guide to paid social advertising funnels

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We’ve been paying attention to our LinkedIn poll results, responding to your votes to produce a new white paper that focuses on everything you need to know about paid social advertising funnels. In this free guide, you’ll find juicy, useful, and practical information, including:

  • What an advertising funnel looks like
  • Divide ad goals for a specific end goal
  • Engage your audience and generate web traffic
  • Assign conversions to your ads
  • Know your audience
  • Turn ads into conversions …

… And tons more.

Download your free copy of our NEW Paid Social Whitepaper here.

Be creative and win customers

Our first winning client (of two!) For this month’s Kooznews is Cofton Holidays, a holiday company based along the coast in sunny South Devon. We recently reported an increase in site visibility of over 400% from March (0.08) to June (0.35). In case you don’t believe us, here’s the proof:

Sistrix cofton graph

Our second recent victory is based on some fantastic paid media results for Ancasta, one of the world’s leading boat sales companies. After rewriting ad content and ad extensions, we were pleased to report that CTR dropped from 1.64% to 6.6%.

We know that improving Google Ads click-through rate may seem easy, but it doesn’t just mean spending a little more budget on your keywords. Spending time rewriting advertisements, giving the user the most useful information within a strict character limit, can be tricky, but hard work can pay off, as we’ve seen here.

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