Search News- Technical SEO, Google labels, and Peter Rabbit selfies!

Enjoy Digital
By Enjoy Digital
5 minutes to read

Welcome to our weekly round-up! Every week we discuss what’s been happening in the integrated world of Digital Marketing.

Search

This week Andrew looks at the role of technical SEO, content analysis misconceptions and an update to Google’s search console:

The Role of Technical SEO

It was interesting to read Patrick Hathaway’s article about the role of technical SEO, understanding that there is only so much technical SEO you can do before the gains you see are not in line with the amount of time you would need to spend on it. We come across this a lot; whereby SEO’s are so focussed on making sure everything is absolutely perfect from a technical perspective, when actually there are many other tasks that can be carried out, having a more positive impact on achieving targets.

We’re not talking about abandoning technical SEO- it is an incredibly important part of any SEO project. We’re simply suggesting that you give it the time it deserves. Once the technical SEO is in good shape it would be more beneficial to look at other areas of the site, such as improving existing content, creating new content tailored towards the user’s needs, or improving user journeys through CRO testing.

SEO Content Analysis Misconceptions

Another great article this week talked about analysing on-site content and how not all pages should be measured equally. Different sections of a website cater to different user needs, therefore analysing all content with the same metrics just doesn’t work.

A couple of metrics highlighted in the article were ‘time on site’ and ‘bounce rate’. If someone spends a long time on a website, this is often used as a positive metric to highlight positive engagement. However, what if they are spending so long on your site because they can’t find the content they need? This is also true of the bounce rate, traditionally people felt the lower the bounce rate the better the site was performing. This is not always the case, as what if someone is only clicking deeper into your site because the page they landed on does not provide the information they needed? Also, what if some pages in the site have a high bounce rate due to the fact that the user got the information they needed from the first page they landed on?

The article highlights the importance of questioning some of the more traditional metrics we measure content performance by, and suggests these metrics are specific to each area of the site.

Comparing Keyword Performance

There is a new useful feature in the Google search console worth looking at which allows you to compare keyword data side-by-side.

 

Paid Search

Our PPC expert Giada takes us through Google labels, attribution and everyone’s favourite: emoji’s:

Google Labels

The age of the yellow ad label is over, the time of the green label is about to begin.

Yes folks, after running several tests Google has officially replaced the yellow advert label with a green one.

As discussed in a previous blog post, this move is clearly a way to increase advert CTRs by making them blend in with the organic listings which, historically have higher CTRs as users tend to trust these more.

Attribution

With users online behaviours continuing to grow and evolve every day, attribution modelling is now more important than ever.

Before converting, users will likely interact with your brand multiple times across different channels and devices so, although your targets and reports may still be based on a last click model, it's important that your client is made aware of these interactions and of how they can influence the customer journey.

Analytics has a great report that allows you to analyse all these different touchpoints, which can be found in the side menu in Analytics by going into Conversions > Multi-Channel funnels > Top Conversion Paths.

You can then set different dimensions and put in place different segments depending on what you want to focus on.

For example, your client may be concerned that their non-brand PPC keywords are not leading to any conversions. By using this report, you can find out whether people are initially coming through non branded terms and then coming back and converting on branded terms or through other channels.

If this were the case, it would highlight that non branded terms are worth bidding on as they play a key role in the conversion path.

 

Twitter Emoji Targeting 

Twitter has decided to enable brands to target ads based on the emojis that people use in their tweets. I know, seems like a crazy idea. Millennials, in particular, grossly over-use random emojis all the time. 

For instance, a 'puke' emoji may simply be used to express disgust, so advertisers might want to hold back on that Calpol advert (yes, I'm aware it's for children but it's the first medicine that came to mind and it's delicious!).

We expect that the audiences reached through this form of targeting are likely to be highly irrelevant but hey, here at Enjoy Digital we are firm believers of testing before dismissing or coming to any conclusions, so bring it on!

PR

Patrick looks at news and campaigns in the PR industry:

Cision takes over PR Newswire

Event organiser UBM has sold PR Newswire for £490m to US communications giants Cision, who are also the parent company of the must-have PR tool Gorkana. Last year PR Newswire made a profit of £48.4m on a revenue of £204.7m.

As a man working in PR, I can now say I have a lot of my tools in one basket.

Peter Rabbit Selfie

To mark Beatrix Potter’s 150th year since her birth, Penguin commissioned artist Taylor Herring to recreate the characters of Peter Rabbit and his pals in a modern, London environment. Models were placed over London, with our favourite being Peter himself using a selfie stick to take a photo. Hello Peter!

Harry Kane gets an apology

Following Harry Kane’s kick to the head by Bruno Alves in England’s pre Euro 2016 game, liqueur company Licor Beirão (shown on the billboard during this foul) created a cheeky video, featuring a hand-written apology and bottle of Licor Beirão.

Licor Beirão have defiantly maximised on their ground board advertising and worked quickly to create this ad. But we don’t think Harry will be drinking the liqueur, Harry’s a Carling man!

 

Stay tuned for more updates on the world of Search!

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