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Mobilegeddon – Did You Survive?
Mobilegeddon is a few weeks behind us now and the world is somehow still turning. For anyone that had not heard about it, Google announced a new algorithm update to happen on April 21. Google updates its search algos continually throughout the year. What made this one remarkable is that Google announced it was coming well ahead of the April 21 deadline. In short, Google said that it would boost the ranking of mobile-friendly pages on mobile search results. Panic ensued. But if you’ve been trying to implement effective websites for your users, this probably didn’t impact you much. In fact, we’ve seen only one client here mildly affected by the update. Being mobile-friendly is only one factor among many in deciding your overall rank. As always, aim for clean code, good user experience, and great content and you’ll be in good shape. Mobile should not be an afterthought but a clear strategy within your business.
Mobile Search Surpasses Desktop
Mobile search queries have finally surpassed desktop usage, according to a statement by Google employees during its #StepInsideAdWords event on Tuesday. Google said that not only have mobile search queries taken over the top spot in the U.S., but in 10 countries, including Japan. Officials did not elaborate further on which countries. The news comes more as a milestone than as a surprise. We all knew it was coming, as evidenced by the algo update noted above.
Jerry Dischler Vice President of Product Management for AdWords told Search Engine Land, “We think it’s a real turning point in digital advertising and we have been investing in mobile-focused initiatives.”
This means that more and more companies should be instituting a mobile first strategy when it comes to an online presence.
Think with Google – How Micro-Moments Are Changing the Rules
How do you spend your day? If you’re like most people, you are used to taking a few minutes to catch up on social media, peruse the headlines and read one or two articles, glance at emails and decide by subject line which ones to open and read, and take calls, and get work done. So how does the marketer get through to you? By reaching you in these micro-moments.
According to Think With Google, consumers are increasingly torn between multiple media devices – leaving little time devoted to the subjects appearing on each one. As a company, you need to be in front of people during these micro-moments – especially the ones that are dictated by “I want to know, I want to buy” moments. These are the moments that consumers turn to their devices, whether that is a smartphone, tablet, or other device. In our on-demand world, those brands that supply the richest experience will win the moment where opinions are formed and decisions are made. What’s your plan for winning the moment?
LinkedIn Elevate: Enabling Employees to Share content and Help Their Company’s Social Strategy
Last month LinkedIn introduced a new program called LinkedIn Elevate. This program delivers Pulse and Newsle feeds directly to employees, encouraging them to share and curate content. The feeds are customizable to an employee’s areas of interest.
So what’s the benefit to companies? Well consider the fact that whenever an employee shares content, the company they work for receives on average three company page views and one follower. This makes your employees responsible for a large portion of your reach.
And what’s in it for the employees? Increasing their professional presence and enhancing their personal brands.
For marketers, however, the most important part is the ability to measure the effectiveness of the platform. So, LinkedIn will incorporate comprehensive analytics that tell each person’s reach, shares and interactions. Although the platform will integrate with many analytics programs, LinkedIn said in an interview with Social Media Today, it will also work to individualize analytics dashboards for each company.
Google Webmaster Tools Going Deep
On May 7, Google officially launched the new search analytics report in Google Webmaster Tools. This is the first step in sun setting the search queries reports we’ve come to love. But not to worry, the new report promises search queries plus more filtering capabilities and lots more data to play with. Filter by clicks, impressions, CTR, position, queries, device type, image, video – lots of possibilities!
You’ll have the option of using the old search queries report for about three more months.
Sources
http://googlewebmastercentral.blogspot.com/2015/04/rolling-out-mobile-friendly-update.html
http://searchengineland.com/google-the-mobile-friendly-algorithm-has-fully-rolled-out-220094
https://www.thinkwithgoogle.com/features/how-micromoments-are-changing-rules.html