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07/19/2021

Digital Marketing Industry Updates – July Edition

Facebook Analytics Officially Removed

Back in April, Facebook announced it was removing Facebook Analytics. This move officially occurred last July 1 as a way to consolidate Facebook’s business tools. The removal of Facebook Analytics doesn’t affect the insights section of either Facebook and Instagram. In fact, Facebook has stated that the same data, insights, and analytics are still available amongst their other tools such as Facebook Business Suite, Ads Manager, and Events Manager.

Google Analytics 4 Introduces New Reporting Features

Filling in the gaps for those who opt-out of being tracked online, new features have been added to Google Analytics 4. These new features aim to increase usability and enable you to deep-dive into certain analytics to help you understand better understand your results. Some of these additional features include new navigational panels that help you switch between reports, expanded conversion modeling, and some brand new reporting options for your ads, including “Advertising Snapshot” which gives you a holistic view of conversion points from multiple channels.

Microsoft Ads Introduces Facebook Import Feature

To help its users and advertisers save time and maximise ROI, Microsoft ads has released a new advertising feature called Facebook Import. This new feature allows users to copy over their Facebook Audience network into the Microsoft Audience network, saving advertisers the time and effort. The new tool can either be used to complement your existing Google Import strategy, or as a standalone feature.

New Insights and Ad Space for Instagram Reels

The latest ‘Reels’ video content on Instagram has become more of a staple on the platform. And because of the increasing popularity of Reels, the feature has also gotten its own Insights and ad space through Reels Ads. The format is still very similar to Reels in that the ads can go up to 30 seconds (double the length of your standard Instagram Story ads). These ads show up in the same space that users consume Reels, including the Reels tab, the Explore tab, Stories, and in the Explore page.

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25/01/2022

5 Quick & Easy On-Page SEO Tips to Jumpstart Your 2022

According to HubSpots 2021 State of Marketing Report, your website is still the #2 most important channel used in marketing, next to social media. In fact, according to Google, 28% of “nearby” or “near me” searches end up in a purchase, while 88% of mobile searchers who search for a store on Google Maps visited a related store within a week.

This makes search engine optimisation a must-have for any business, big or small!

However, the problem that most business owners face is that they lack either the time, money, or expertise to conduct proper SEO practices.

Being as though we’re in the business of helping small businesses with their digital marketing, however, we’ve put together 5 quick and easy on-page SEO steps that almost anyone can do with their website to help improve their SEO.

 

1. Everything Starts with Keywords and Content

Keyword research is at the heart of good SEO implementation. Start off with using Google Keyword Planner to help you find the right keywords that your audience is searching.

Question keywords are often the most ideal types of keywords for any business. Search intent is also another factor that you have to take into consideration when choosing your keywords.

Is the user typing in a particular keyword in order to answer a question they have, conduct research, or make a purchase? Think of how a keyword would be used by a potential visitor, and use the ones most-suited for your marketing goals and objectives.

After you’ve decided on your keywords, optimise your content so that the keyword populates the page or post. Whatever you do, however, don’t overpopulate your page with your keyword. Keyword stuffing is a practice that Google frowns upon. So as much as possible, make sure that your content still sounds natural and is easy to read.

The rest of our quick tips are recommendations on where it’s best to include your keyword.

 

2. Optimise Page Titles and Headings

The title of your page or post should contain your keyword. Preferably, the earlier the keyword appears in your title, the better.

Keywords in your headings are also a great place to insert your keyword. Google pays special attention to these headings for keywords because it uses them to get an overview of the general theme of your page or website.

Make sure your headings are structured well, with main topics occupying the H1 and H2 tags, and subtopics in the H3 to H6 tags.

 

3. Optimise your page URL

The page URL is considered the unique address of your content on the internet. Make sure that the URL contains your main keyword. This is for the benefit of both Google and your audience, as a URL with your keyword will also make it easier for a visitor to remember and relocate your page should they decide to come back at a later date.

If your business sells leather shoes for men, for example, you want your page’s URL to look something like this: www.leathershoes.com/mens-leather-shoes-brisbane

 

4. Make Use of Both Internal and External Links

Internal links are links that point to other posts or pages on your website. Often these are used to point to related or additional content and information that you have stored in other locations on your website.

Preferably, you want to only link to articles that you want to rank on search engines. Internal links can help boost the traffic on these links and lower your site’s bounce rate.

External links, on the other hand, are links that point to sources outside of your website. One reason to do this is to help create authority for your articles. If you can reference other sources with information, statistics, or case studies related to your product, industry, or business, that should help you build authority with your readers.

Another reason it’s important to insert external links is so that you also have the potential to gain backlinks to your own website. If the owner of the website you linked to is getting a lot of traffic coming from your site, they might just reward you with a backlink of their own, giving you both a mutual advantage.

 

5. Optimise Images and other Multimedia Elements

Did you know that blogs with images receive 94% more views than blogs without them? Back in 2018, Google Images made up 22.6% of all internet searches. And, based on current trends in technology, it’s predicted that this 2022 more than 50% of search engine use will include a voice or image search.

So how do you optimise your videos and images for search engines?

First off, before you upload images and videos onto your website, though, make sure that you optimise the filenames beforehand, especially if you’re uploading images of your products. An image with the filename “running_shoes_for_men.jpg” for example, is much more optimised for search than one with the filename “website_shoe_image_001.jpg”

Additionally, once you’ve uploaded your files onto your website, and have inserted them into your post or page, optimise the description and the “Alt-text” of your media.

The alt-text or alt tag is a tag that appears should your image or video not load properly on your website. It’s also another element that search engines inspect for Google Image rankings.

After you’ve gone through these five quick & easy on-page SEO steps for your main blog content, you should be able to rest easy knowing that you’ve done what you could for the meantime to make sure that your website is well-optimised for search engines.

SEO, however, is a long-term process and strategy. And it often requires new and updated content for it to be truly effective. If you’re pressed for time, however, you can always contact one of our agents to discuss how we can best help you jumpstart your 2022 with search engine optimised content.

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25/01/2022

January Digital Marketing Industry Updates

Facebook Removes 4 Sensitive Targeting Categories

Last January 19 Facebook has removed 4 main categories in its ad campaign targeting. The move came out of a promise from Facebook to dial back on their targeting settings because of its users’ privacy concerns. Facebook users have become uncomfortable with being identified based on their connections to certain social causes, demographics, health conditions, and characteristics. As a result, Facebook has now removed the following categories from their ads manager: health causes, political beliefs, religious practices and groups, and sexual orientation. If you’re currently targeting these ad groups or any smaller niches within them, now would be a good time to give your account manager a call to see how you can make adjustments for your business moving forward.

Possible New Feed Options Coming to Instagram!

Instagram’s chief, Adam Mosseri recently posted an update on his account about the new feed options they’ve been working on for Instagram. These options have stemmed from a lengthy call from users to bring back a chronological feed onto the platform. Rather than a home feed that was based on one’s engagement, likes and dislikes, users wanted a feed that was based on time and date posted, which would give them more variety and help them catch up with posts from other accounts that they follow. As a response to those requests, Mosseri showed a brief preview of two new chronologically-based feed options: Favourites, and Following. The first feed option gives users the option to create a list of favourite accounts, whose posts will then show up first on their feed in chronological order. The second option, Following, will show you posts from all the accounts you follow in chronological order.

Search Your Twitter Direct Messages for Specific Topics and Keywords

According to app researcher, Alessandro Paluzzi, Twitter has recently been testing a new advanced search option for direct messages on the platform. The option, should it be rolled out, would be a helpful tool in handling customer service concerns and requests as it would allow users to search for specific keywords and topics in their DMs, ultimately making Twitter DMs a more useful tool. The last update that Twitter had related to direct messages was back in 2019, with the addition of ‘Search for People and Groups’. Should Twitter decide to roll out this advanced search tool, it would definitely be a big step in making Twitter more user-friendly for users, influencers, and businesses leveraging the platform.

You Can Now Pin Products at the Top of Your Local and Google Map Listings

Google Business Profiles (formerly Google My Business) have recently been given an upgrade with their product listings. In the products section of your Google Business Profile, there is now a box that you can tick that says, “Mark as Special”. This feature works much like pinning a post to the top of your blog or social media feed wherein the product marked as special will now appear at the top of your listings, giving it more exposure for your audience. This works especially well if you’re putting certain items in your catalogue on sale, or if you want to push special items or products more than others. The feature seems to appear on some accounts and not on others. Google has yet to officially comment on the feature, but if you see it on your product listing, then it might be worth marking some of your products as ‘special’.

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