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Give Your Digital Marketing Strategy a Spring Cleaning

author image Written by: Content Team           Categories - Digital Marketing, SEO Tips

Rejuvenate That Old Digital Storefront with a Fresh Look

Spring is upon us, which means one thing: spring cleaning. Okay, it also means warmer weather, allergies, and more sunlight, but the point still stands. Spring cleaning is a great way to freshen up your home, but have you considered using that same energy to freshen up your business, too? We’re not talking about finally getting around to dusting the behind the printer (though that’s probably a good idea). We’re talking about cleaning up your digital marketing strategy! When it comes to SEO and digital marketing, staying fresh is the name of the game. A fresh look and design can inform a PPC campaign or marketing strategy. Of course, as with spring cleaning, one question always remains: where do you start? Don’t worry… we’ve got a few suggestions:

Shiny and Chrome, or, Polishing Up Design and Content

Benefits of SEO
Three simple letters that can mean the difference between success and failure.
We’ll keep this short, because we’ve discussed it before. Old content is almost always worth updating with reoptimized keywords and focus points. It’s also worthwhile to simplify language to make it easier to read. Even Google points out the importance of content being clearly written and comprehensive. It contributes to the overall quality of a page and how Google Search will notice it. Take a look at what’s current in your market and work to update your site to reflect these trends. Knowing these trends and combining them with SEO has multiple benefits. Using reports and analytics to target the proper keywords will help boost your rankings, getting your website higher up in Google’s search results. When you are looking for something online, do you ever really click on anything past the first page? Not often. The same applies to customers looking for a service. Thus, you want your website to show up on the first page of results. This will increase traffic, and naturally increase sales.

That New Spring Look

Your website is a representation of your brand on the internet. How your website represents your brand determines (in part) how successful your digital marketing presence will be. Do you remember those old websites from the 90s? Flashing banners, clunky buttons, low-quality JPEG images… you can just hear those dial-up noises, can’t you? Fast forward to websites today. What was cutting edge in 2013 won’t be leading the pack in 2017… but you’ve at least got a good foundation to build on! Keeping things easy-to-read and creating pages that are easy to navigate helps keep visitors around; you don’t want visitors hitting the back button on their browser or leaving your site when they can’t find what they’re looking for. These actions increase the bounce rate, which is literally a measurement of how long it takes for visitors to bounce off the page. Properly optimized sites with intuitive user-friendly design will reduce customer bounce rates and keep visitors around for longer.

Every Click Counts

every click counts
A smart campaign will get you more clicks.
So, you’ve got a good-looking website with some fresh content. Great! How do you get people to start buying your stuff, though? Using a combination of PPC (pay-per-click) advertising and landing pages, you can boost your customer conversion rate and increase your revenue. PPC ads are at the top of Google Search results, generally marked with green text that identify them as an ad. They provide a host of benefits as part of a digital marketing strategy, including:

  • Their flexibility and how quickly they can be implemented;
  • How they can be focused on a specific demographic;
  • The increase in reach and traffic they create; and
  • How they can help promote a specific service or product.

These ads also offer a good ROI, as you only need to pay when someone clicks. PPC campaigns can be set up directly with Google, but if you don’t know where to start, you can always depend on a digital marketing company to handle the details for you. Simply set your budget and you’re off!

Landing Bigger Fish… Er, Customers

Once you have people on your website, you’ve got a short window to turn them in to a paying customer. That’s where landing pages come in. Landing pages are… well… pages people land on after clicking a link. From a marketing perspective, though, they’re a great opportunity to draw in customers. With all necessary information on the product or service, and a big emphasis on a call to action, landing pages can push conversions. For instance, did you know that 63% of consumers are more likely to buy from a site with product ratings and reviews? Using polished content and design can help a landing page rank higher. As a result, those people searching for the service you’re offering will be more likely to find it… …and that’s without adding a PPC campaign to drive leads and conversions on the page. Giving your visitors the opportunity to buy your services quickly is a big benefit. The longer it takes for a visitor to get what they need, the more time they have to second-guess themselves, check out a competitor, or get distracted by something else.

It’s All Connected

That moment when you realize how it all fits together.
After all that clean-up, it’s important to make sure your website looks and works perfectly. Even professionally constructed websites can have a few bugs or typos in them, so give all your pages a good once-, even twice-over and make sure everything is in the right spot and working properly. You don’t want to miss out on a few sales because one of your buttons doesn’t work! Spring’s the perfect time of year for change. Refreshing and renewing is sort of a spring tradition, after all! Just like spring cleaning, putting new life into your digital marketing can seem a bit daunting at first. Don’t worry, though, you can always get a helping hand!

Content Team

Instagram Updating Its Ranking Algorithm 

04/21/2022

Instagram chief Adam Mosseri announced that Instagram is adding a few changes in order to put more focus on creators and the credit they get. One of the mentioned changes is updating its ranking algorithm with the goal to put more focus on original work. Judging by the number of copy-paste posts we’ve seen so far, this update should have been made a long time ago.

 

Making Sure The Credit Goes To Those Who Deserve It

Instagram announced the following changes:

  • Product Tags – it will now be available to everyone. So, no matter who you are, you will be able to tag products and drive traffic and attention to a business, creator or a company that they like.
  • Enhanced People Tags – now, you can add a category for yourself (into profile, edit profile) which will show up when you are tagged in a photo or a video. This makes sure you have your identity be what you want it to be, and credited according to your wishes.
  • Ranking – people that actually created something from scratch should be more credited for that, so the algorithm will focus more on that kind of content.

“We are going to do more to try and value original content more, particularly compared to reposted content. So, more to come there as well.” – said Mosseri in the announcement.

But, what does it exactly mean? As mentioned in SocialMediaToday, the changes in ranking are not that well explained and it’s not clear if any penalization will happen.

What Will Affect The Ranking?

The Twitter community did have some questions regarding the originality of content and asked about editing outside of the app. If you remember, Instagram started down-ranking content that was re-shared from other apps. So, if you will be re-posting your TikTok with a watermark on it, your content will still be penalized. However, if you only edited it off the Instagram app, that shouldn’t be a problem and won’t affect your rank.

Still, Mosseri admits that Instagram can’t know for sure if a content piece is an original or not. They only build classifiers that will show how likely something is to be an original, but they can never know for sure. It’s still a work in progress.

Posting History Is Also A Factor

Content aggregators are the focus of this update, and Instagram will be able to determine this with the account’s posting history. Instagram is more likely to detect that an account is an aggregator if it re-posts a lot of content from other accounts.” So if you’re re-posting a lot of content from other accounts, you’ll likely see a drop in reach.

The main goal of the whole update is, as we mentioned, to give more credit to original creators, but the system is not yet perfect. However, Mosseri said that Instagram will continue to improve its detection features over time to better distinguish where the content comes from and who posts original content, to promote the real creators and reduce the influence of big farm accounts.

It looks like it’s time to say goodbye to reposting trending memes in order to boost engagement.

 

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Google’s Updates You Need To Understand

12/21/2021

We mentioned the new Vicinity update Google has going on. It was an algorithm update no one was prepared for and caused quite a commotion in the community. To avoid history from repeating itself, we must learn from our mistakes – and what better way than going through all of the things that have already happened? It could benefit you if you go through all the major updates Google had in store in the past year and come up with a strategy for the year ahead.

Google Search Biggest Updates in 2021:

For us to have the most relevant and reliable results, Google Search Algorithms are updated thousands of times throughout the year. Of course, most of them go unnoticed, but every now and then one comes along *cough cough* Vicinity *cough cough* and makes a mess. That’s why it’s better to keep track of each change, make sure to understand what is happening and learn how to use them so it can benefit you.

The Page Experience Update

This update was designed to improve the website experience searchers have. Mobile usability, security issues, HTTPS usage, Web Vitals and Ad Experience are all taken into account. The main goal is safer browsing for users and resurfacing flags in the Page Experience Report.

What To Do?

  • Work on your loading speed
  • Make sure your page has a mobile-friendly version, with no usability errors
  • Make sure your page is secure and use HTTPS
  • Don’t use interruptive, distracting or unfavourable advertising techniques

Here’s a helpful resource for optimizing your page for this update.

Link Spam Update

This was when Google reminded us about the importance of good content and quality links. The update was and still is effective at identifying and nullifying link spam across multiple languages.

What To Do?

  • You need high-quality link building
  • Create high-quality content
  • Focus and improve the user experience
  • Avoid useless linking!

Broad Core Updates

It took longer than expected, but it is done. As usual, Google didn’t offer a lot of advice on how to deal with a core update except to try hard all the time. This update had also caused big commotion since we saw some pretty weird pages ranking high. The conclusion was, again, to use quality backlinks.

ProTip! – Improving content and backlinks might help you to recover more than fixing the technical aspect!

Product Reviews Update

This update was designed to reward in-depth product reviews and “punish” irrelevant, summary-of-a-product type of content. Instead, a review should be relevant and detailed. We have also learned that Google and potential customers like seeing realistic reviews, even if that means seeing a few bad ones as well.

What to do?

  • Write longer, knowledgeable reviews
  • Add your own content, not just the manufacturer description
  • Describe how a product has evolved from previous models
  • Include the Pros and Cons

Here’s more advice on what you should know about the product reviews update and how to handle it.

MUM

Google also introduced us to the Multitask Unified Model which uses AI to help searchers. It “speaks” 75 different languages and understands both image and the written word. However, it might understand much more in the future, since Google keeps saying they’re working on expanding this capability to video and audio.

One of the first things MUM learned to do is to keep track of vaccine queries and it will continue bringing more understanding to Google’s algorithms.

Vicinity

This is a fresh one and we’re still trying to figure out what exactly happened so that keywords aren’t as important anymore. Maybe the lesson with this update is not to violate Google’s guidelines and add keywords for the sake of it. It seems like new businesses are winning with this one.

 

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