Another week full of digital marketing insights! We keep up with all the updates, so you don’t have to. If you have a YouTube channel, use paid digital advertising, or have any other digital concerns, let us know, and we’d be happy to help you!
Analyzing the top 10 YouTube results
Semrush recently conducted a YouTube SEO study based on 15,000 keywords that triggered a featured video in the SERP. Then, it took a look at the top 10 YouTube results for each of those keywords. The findings seem to be in line with many of the YouTube best practices that I’ve seen. The study found that:
SEOs and e-commerce marketers weigh in on product ranking factors
Over 80% of respondents selected keywords in the name of the product as the most important ranking factor for products in Google Search, according to a study conducted by Joe Youngblood. There was a three-way tie for second place between keywords in the reviews, keywords in the title tag and the number of inbound links. And, internal links took fifth place, with 68.2% of the responses.
Youngblood’s study goes as far as to list the top 20 product ranking factors for Google Search, according to the 35 SEOs and e-commerce marketers that participated in the study. At the bottom of the list are recency of reviews, linking document quantity and number of photos or videos of the product.
Why we care: While reviews and media may not be the most important ranking factors, they’re still worth putting effort into as they may convince prospective buyers to make a purchase. The sample size here is quite small, but it may still be worth taking a glance at the responses to see if your experiences align with that of the participants.
Analyzing the performance of various GMB Post types
Sterling Sky’s Joy Hawkins recently shared a case study in which her team manually analyzed clicks (according to Google My Business [GMB]) and clicks and conversions (inside Google Analytics) for over 1,000 GMB Posts from a variety of small businesses. The findings cover the types of Posts that perform best, whether to use titles and emojis, what to include in Post images and what to post about.
Trying to get shadow banned -- for science
“Shadow banning is the first thing every social media marketer’s mind goes to when they experience sudden drops in engagement or reach,” wrote Stacey McLachlan for Hootsuite.
However, Instagram’s CEO says shadow banning isn’t actually a thing: “If someone follows you on Instagram, your photos and videos can show up in their feed if they keep using their feed. Being in [Instagram’s Explore page] is not guaranteed for anyone. Sometimes you’ll get lucky, sometimes you won’t.”
To test her “how to get shadow banned” experiment, McLachlan decided to act like a bot. She said the most SMMs believe that there are three main ways to get banned:
So she hopped to it. Posting pictures that would normally get engagement with WAY too many hashtags, spam-commenting things like “Nice post” to random accounts on the Explore page, and posted stock photos of her city to her feed.
Did it work? In short, no. She couldn’t get shadow banned. The experiment actually got her account a ton of comments and support, which may be why. McLachlan’s engagement did dip during the shadow ban attempt — going from 17% to just above 9%. But her reach remained the same. “I wouldn’t say I’ve been ‘shadow banned’ so much as I’ve been ‘correctly noted as being a liar,’” she wrote.
Is shadow banning real? Or is Instagram just good at determining what users want when they search for hashtags and content on the platform? Or are the two one and the same?
Digital Marketing Snippets
Summer has tons of experience in all realms of marketing. Her favorite is Search Engine Optimization and trying to figure out what Google is up to next.