It’s Friday! You know what that means: we’re back with this week’s digital marketing news. These digital marketing updates keep us on our toes, which is one of the reasons we love it!
Google explains why it made the title change to the search results
For the past few weeks, Google told us it was using the designated HTML title tag 80% of the time. But, on Friday, the company said it is using as-is title tags 87% of the time, a seven-point increase: “Title elements are now used around 87% of the time, rather than around 80% before,” Google wrote.
The company listed the following as common reasons why it won’t use your HTML title tag:
The SEO community is still mixed on this: Some are optimistic that Google will improve in this area, while others are asking for an option to opt out. If you noticed changes to your click-through rate from the Google search results, it may be related to these changes. Hopefully, the changes are positive since it is a win-win for Google to provide titles that its searchers want to click on. If not, Google said it will keep making improvements. It’s critical that SEOs continue to provide feedback on the adjustments to the title tag system, as well as any changes that play out in real-time.
Why we care: If this feature rolls out more widely and hits the right notes with users, it could help local businesses connect with more potential customers, many of which are likely to be nearby and looking for places to visit, shop or dine at. This may also mean that local business owners will have to pay more attention to curating their presence on the platform.
Instagram has steadily added more e-commerce support over the years. One would hope that e-commerce support would be integrated into map listings, offering even more flexibility for local businesses.
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YouTube's Secret Recipe
Late last week, in a long blog post, YouTube joined the ever-growing list of brands willing to share a bit more of what makes up their recipe — in particular, their recommendation engine: the part that picks which videos will be recommended to you after you watch one video.
Here's a summary for those of you wanting to rank higher in those recommendations:
Certainly none of these should come as a huge surprise, but they’re more details than we've gotten before.
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Phrase and broad match keywords that are identical to a query are now preferred
When Google announced that it was expanding phrase match to include broad match modifier traffic earlier this year, it told advertisers that an exact match keyword that’s identical to a query will always take priority, so long as it’s eligible to match. Moving forward, broad match and phrase match keywords will follow that same behavior, Google announced on Thursday.
In addition, the company has provided new details on how keyword matching works when a search is identical to a given keyword as well as when a search is not identical to any of an advertiser’s keywords (shown above). Google has also revealed that BERT’s language understanding capabilities are now being used to understand the intent of queries and match them to keywords.
Why we care: The natural language processing capabilities BERT brings to keyword matching may mean that your ads get shown for more relevant searches. Knowing how Google matches keywords can help you save time and better configure your campaigns. However, the removal of search terms not deemed “significant” remains a problem for broad match. Google has added more historical data for queries that received impressions but no clicks, which can be helpful, but advertisers may be missing out on important search query data if broad match terms with less “significant” queries drive more traffic.
Google also recommended that advertisers group keywords into thematically consistent ad groups so their ads will serve from the ad group they expect them to: “Let’s say your business offers food delivery, and your most popular search categories are sushi and pizza delivery. In this case, we’d recommend three ad groups so you can tailor your creative and landing page: one for ‘sushi delivery’, another for ‘pizza delivery’, and a third for ‘food delivery’.”
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If anything in this post sparks an idea or a thought for you in regards to your digital presence, let us hear it! We’d be happy to help you accomplish your marketing goals for your business. Contact us for a consultation!
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.