November 2017 News You Can Use

Those Christmas bells are ringing, and now’s the time to make sure you’re ready for the shopping season. This month’s issue of NYCU will help you do that.

Here’s some of what you’ll find:

  • How to boost your SEO performance
  • How to get up-to-speed on the new AdWords interface
  • Something you really should do before moving to HTTPS

Let’s go…

1. SEO RANKING FACTORS: WHAT MATTERS NOW

Topic: SEO

Key Point: Search engine optimization best practices have changed dramatically over the past decade … or have they? At SMX East, a panel of SEO pundits put forth on the factors they consider most important to SEO success today.

We won’t spill the beans entirely, but this story covers topics like this:

  • Are keywords really all that important anymore?
  • What about the rush to https – does it matter?
  • What is the most important factor for SEO?

You may not agree with the panel’s suggestions, but why not take a look and see? Here’s that link: SEO Ranking Factors in 2017.


2. BING ADS NOW OFFER DYNAMIC SEARCH

Topic: Onine Advertising

Key Point: Earlier this year, we reported that Bing was opening a beta program to USA advertisers who like dynamic search. This month, the launch is official, and it’s a concept well worth testing. Bing’s algorithm not only matches query to content, but will even tweak the headline for maximum performance.

If you’d rather leave your keywords and landing page targets up to machine learning than try to optimize them yourself, then Google’s dynamic ads have probably been one of your favorite features. You can now get that same functionality with Bing Ads.

Find out how to get going with Bing Dynamic Search Ads right here: Bing DSA.


3. GET YOUR SEO QUESTIONS ANSWERED BY GOOGLE

Topic: SEO

Key Point: The Google Webmasters blog editors want you to help them build content. After a three-year pause in their question-and-answer video programming, the @googlegmc team announced (via Twitter) that they’re “looking into a series of Q&A videos.”

How can you get in on the action? First, read all about it. Then go here and alert Google Webmaster Central to your burning question.


4. MAILCHIMP GETS INTO REMARKETING

Topics: Online Advertising | Email Marketing

Key Point: MailChimp says the reason most visitors to e-commerce sites leave without buying anything is that they … get distracted. So, what can you do about it? Use remarketing to remind them of your awesomeness, of course. (Watch the video on this page, and you’ll see what we mean.)

What does that have to do with email? MailChimp technology allows you to track responses to a Facebook ad, Instagram ad, or an email you sent to prospects. Those who respond to the bait and visit your landing page – but don’t buy – will then go on the retargeting list.

Did you watch that video? If not, read the announcement to find out more.


5. FACEBOOK RESUMES?

Topics: Social Media Marketing

Key Point: If MailChimp can cross over into display advertising, then why can’t Facebook wander into LinkedIn’s turf and start promoting resumes? Business Insider says that’s exactly what’s going on: Facebook is testing a resume feature to help job-seekers hook up with prospective employers.

Here’s that article: Facebook Resumes


6. SAFARI AND THE IMPORTANCE OF SITE-WIDE TAGGING

Topic: Online Advertising | Analytics | Ecommerce

Key Point: It’s time for the shopping frenzy to begin, and Google wants you to update your tags to get ready for the onslaught. A Safari update (Intelligent Tracking Prevention) will affect conversion measurements, though, so you’ll need to update tags, or miss out on pertinent data.

What’s the most efficient way to update tags sitewide? You have three options. Find out what they are by checking this article on the AdWords blog: Tag Updates.


7. INTRODUCING “THE NEW ADWORDS EXPERIENCE”

Topic: Online Advertising

Key Point: Some say it’s the best thing since peanut butter, others say they’ve taken a logical, familiar interface and complicated it severely. There’s only one way for you to decide which camp you’re in, fire up your next Google AdWords campaign and wade through the changes.

Is Google’s claim of “Get more done faster” accurate? Or will you end up pulling your hair out and wishing Googlers would’ve left good enough alone?

Before you dive in, check these two resources:


8. WHEN YOU MOVE TO HTTPS…DO THIS FIRST

Topic: SEO

Key Point: Most webmasters aren’t arguing the need to move to HTTPS for both SEO and security. Before you make that change, though, consider the ramifications and DO THIS FIRST. That’s the message former Google Search Quality team member, Fili Wiese, is trying to get out. And it’s a message well worth spreading.

Wiese says that converting to HTTPS will draw special attention from Google bots. They’re going to look at your site more deeply than normal. That means you should put pre-move effort into a site audit, then do the necessary work to clean up loose ends BEFORE you pull the HTTPS switch.

It’s a concept that makes plenty of sense, and Search Engine Land says it may be a ‘once in a lifetime’ chance to boost your SEO standing. Here’s that article: Don’t Miss This.


Congratulations! You’re all caught up on your digital marketing news and updates for the month! Tweet your excitement!

Stukent News You Can Use – Until we meet again

That’s it for this edition. We hope you’ve learned as much from the reading as we did from the collecting and writing.

Between now and next month, when you see an article or announcement worthy of News You Can Use, send us the URL. Be a Stukent field reporter!

 

 

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