Digital Marketing

Digital Marketing News 01/11/2022 – 01/17/2022

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This week on latest digital marketing updates: Yoast SEO partners up with Wincher to offer keyword position tracking for WordPress sites, Twitter introduces four new features, Google Ads to remove historical query data collected before September 1, 2020, on February 1, 2022, Google is adding page experience as a ranking factor for desktop search results, and LinkedIn is testing a new audio-only events platform.

Here are the latest news, trends, and updates in detail:

Search

Yoast SEO partners with Wincher Integration to Offer Keyword Position Tracking

Users can track up to 10,00 keywords with Yoast SEO and its partnership with Wincher.

With Yoast SEO partnering up with Wincher, both free and paid users will be able to do keyword position tracking for WordPress pages. 

Tracking the performance of keywords and seeing the progress of optimization gives you more insights to rank higher in organic search. 

In a press release, the CEO of Yoast, Thijs de Valk, states, “We’re very happy with this partnership with Wincher. It’ll allow our users to get even more insight into how to optimize their pages. It’ll also make accessing this sort of data a lot easier and more usable. And that is very neatly aligned with our mission: SEO for everyone.”

Yoast SEO combined with Wincher Integration can help website owners monitor and track where their content is ranking for their target keywords. The number of keywords will depend on if you are a free user or the plan you have if you are a paid user. But without spending, you can track the ranking positions of five pages or posts at one time. 

To start, Wincher also offers a free trial of its starter plan, allowing you to track up to 500 keywords in total to get a feel of the benefits.

Social

Twitter Introduces New Features Including Video Replies and More

New ways to compose tweets, react to tweets, and more are now in Twitter’s testing stage.

Four new features are rolled out to Twitter, and if proven to be successful, will likely be rolled out more widely. These new updates include: 

  • Tweet reaction video
  • A new composer bar
  • A topics tag bar
  • An easier way to share Twitter communities with others

Tweet reaction video

Tweet Take, the new tweet reaction video is being tested on iOS. The feature is similar to Tiktok’s video replies, where users can quote a tweet. By choosing “Quote Tweet with a reaction, you can create and customize the Tweet Take with a reaction video or photo with quoted tweet embedded.

New composer bar

Based on feedback from users, Twitter User Researcher Cody Elam says in a tweet, “From our research, many people tell us that “it’s hard to Tweet.” One of the problems we hear is that the mechanics of Tweeting make it difficult to get started as a new user.”

When users sign up, it’s not obvious how to begin tweeting. That’s why the Twitter team is currently testing a new tweet composer bar on select iOS users. It makes it easy for users to tweet through easy in-line access just above the bottom navigation menu. The blue plus button isn’t familiar to everyone, so testing a universally recognized interface such as a text box makes sense.

Topics tag bar

Spotted by user Matt Navara, Twitter is working on a topics tag bar on iOS. From what is visible in the screenshot, we presume it allows people to jump directly to topics that interest them the most. 

Sharing Twitter communities

A new and easier way to share Twitter communities with followers was introduced on iOS. You can navigate to the community page in the Twitter app, tap the share icon, and share it with a broader audience or invite individuals directly.

Search

Google Ads to Remove Historical Query Data Prior to September 1, 2020 on February 1, 2022

Reporting for historical query data collected prior to September 1, 2020 and that doesn’t meet Google’s “current privacy threshold” will be removed from search terms reports.

“Most advertisers will continue to see most of their queries prior to Sept 1, 2020,” Google’s Senior Product Manager Pallavi Naresh said, “We are only removing historical queries that did not meet the new thresholds for search query reporting that we established in September 2020. We are removing this data as part of our ongoing effort to make our privacy thresholds consistent across Google.”

Advertisers still have two weeks to export all historical data collected prior to September 2020 while they still can so they can continue to reference it. Once February 1, 2022 strikes, Google will be removing the portion of that data that doesn’t meet its privacy thresholds.

Search

Google to Roll Out Page Experience Ranking Update to Desktop Search Results

Starting February 2022 until the end of March 2022, Google will add page experience ranking signals to desktop search.

Last November 2021, Google announced that user experience will now rank in search engines for desktop search results. This builds on top of the same page experience update for mobile between June and August in 2021. 

“This ranking launch will be based on the same page experience signals that we rolled out for mobile earlier this year,” Jeffrey Jose, Product Manager on Search at Google, said.

This means that if Google thinks users will have a poor experience on your website—measured by a new set of metrics called Core Web Vitals—Google may deprioritize serving them to searchers.

Core Web Vitals include real-world, user-centric metrics that give scores to aspects that affect user experience, such as interactivity, load time, and the stability of content as it loads. 

To help site owners prepare for this update, Google will be updating Google Search Console tools and reports. “We are also planning to help site owners understand how their desktop pages are performing with regards to page experience using a Search Console report which will launch before desktop becomes a ranking signal,” Google said.

Here are the factors included in the desktop version of the update—essentially all of them aside from the obvious mobile-friendliness.

Sites generally should not expect drastic changes in page rankings, but those who gave significant importance to the user experience can reap some benefits from this update.

Social

LinkedIn Announces New Formats for Live Events Including Audio-only Events Platform

Users can now tune into live discussions in the app and participate by raising their virtual hand to join as a speaker.

This new audio-focused event format is similar to Clubhouse and Twitter Spaces, with a panel for speakers and a separate panel for those tuning in. 

LinkedIn highlights that they have the capacity to serve the most relevant audio sessions to its users. “We have the professional context to recommend the most relevant events that can help you learn, network and be successful, and we’re investing more in surfacing these events to you. Whether an event by a creator or page you follow, or a topic you’re passionate about, we will surface the events that will help you reach your career goals.”

This new format of audio rooms is giving way to other live meeting features including video events and single-user live-stream will also expand the platform’s capacity to host virtual discussions

What you can do next

  • New opportunities may arise for businesses with the new Twitter feature Tweet Take. You can start thinking of content opportunities for your business. 
  • Start exporting Google Ads historical query data from before September 1, 2020, in preparation for Google removing this information starting February 1, 2022.
  • Brush up on your website’s user experience and ensure loading time, interactivity, and visual stability of your content are within limits on every page.

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