This Week In Content Marketing: June 28
In the week containing the shortest day of the year, nothing is slowing down in the world of digital marketing. Here’s the latest from the land of search and social:
1. New Google Search Console data
In the next phase of its mobile-first indexing programme, Google has updated Search Console with three new sets of crawler data. You can use this information to learn which Googlebot type is crawling your site, as well as the exact date on which it started using mobile-first indexing. Hint: If your primary crawler goes by the name ‘Googlebot Smartphone’, that’s a pretty clear signal that it’s time to seriously focus your attention to ensure your site is optimised for mobile devices.
2. LinkedIn algorithm update
Following a number of cosmetic changes last week, LinkedIn has now announced updates to its algorithm. This came about after the platform discovered that users with fewer followers were largely getting ignored in engagement metrics, compared to top members.
In essence, this was part of a trend where those who didn’t get a lot of feedback (comments, likes and reshares) on their content were receiving even less than ever, while the top 1% were making more gains.
To counter this, LinkedIn’s algorithm will now reward the platform’s content creators, instead of simply displaying the most engaging posts on the newsfeed. They hope that this will incentivise all users to be more active and create more lively discussions.
3. Refocus on Twitter’s underappreciated lists
Twitter lists allow users to build tailored news feeds around specific interests by selecting tweeters you want to group together. Historically, this feature hasn’t had seen much love, and this is what the proposed update seeks to address.
To promote lists, users would be able to go from their normal newsfeed to their custom lists with a simple swipe. This could be particularly handy for marketers who want to keep an eye on influencers or micro influencers in one easy-to-access place.
While all of this is still TBC, it’s a great time to research how you can put Twitter lists to use in your organisation, given that they’re likely to become a much more prominent feature.
4. Good news for keen Google advertisers
Following hints dropped at Google Marketing Live last month, the search engine has created additional features for advertisers wishing to promote deals and boost in-store buying. Among the most notable announcements are:
- Local campaigns – Aimed at driving foot traffic to physical outlets, local campaigns are one of Google’s automated ad formats introduced in 2018. Thanks to the revamp, you’ll soon be able to use this feature to increase phone calls to your business too.
- Seasonality adjustments – To help the search engine’s Smart Bidding system adjust more quickly for upcoming product promotions and sales, retailers can use seasonality adjustments to prepare ahead of time.
- Targeting for local campaign messaging – You now have the ability to set location groups for your target audience in order to better customise messaging and budgets. This is hoped to be particularly useful for searches such as “on sale near me”.
- Additional in-market audience segments – In-market audiences are grouped by Google on signals such as browsing habits and search queries to provide insights on purchase intent. The search engine has added a heap of new segments to pre-existing categories such as real-estate, sports and education, as well as a whopping 30 into retail segments.