Digital Marketing Roundup: November 2017

Posted on 8.12.17 by Dave Gregor in Conversion Rate Optimization, Data Analysis, Mobile, SEO clock 4 min read

Howdy, folks, and welcome to November’s digital marketing roundup!

We’re almost there: with the last days of warmth giving way to the first of winter (although we’re still about two weeks away from the solstice), 2017 is coming to a close.

And by virtue of the fact that we post these roundups once the month is fully done, that means this is our last one for the year, so we’ll try to make it count.

Let’s get right into it!

SEO Ranking Factors for 4 Business Verticals and What They Mean for Local Business (Search Engine Land)

We’ve been busy with some new local search projects here at Reach, so these insights from Search Engine Land came at a good time.

The article was written by Wesley Young, the Vice President of Public Affairs at Local Search Insider, and focuses largely on “vertical-specific ranking factors” for local search, which Wesley indicates is “an evolution of Google’s general ranking factors.”

Basically, Google is saying that there isn’t a one-size-fits-all answer. Consumers are demanding more specific information and more targeted responses, even from advertising. Thus, SEO for ranking factors can no longer be a one-rule-fits-all solution.

Sometimes websites are the best option; sometimes a Google My Business or Yelp listing is enough. When it comes to restaurants, for example, the information you need to decide where to eat can be contained in a short profile caption that simply includes location, cuisine, price point and reviews. On the other hand, you’d likely do a lot more research before deciding what financial advisor you want to manage your money — and you’d not likely make that decision based on the advisor’s Facebook page.

The article goes on to break down the importance of individual ranking factors for a range of verticals, including finance, travel, E-commerce and media websites.

Take a look at the full thing here – it’s worth a read if you’re looking for deeper insights for success in local search.

Countdown to Launch: How to Come Up with Great Testing Ideas (Moz)

Testing is another thing we’ve been playing with a lot here at Reach: we get overly excited – possibly more than is normal, but who’s to say? – about seeing the impacts small differences on a page can make when it comes to increasing search rankings, user engagement and – the magic word – conversions.

An article from Moz penned by Chris Dayley, VP of Testing & Site Optimization at Disruptive Advertising, lays out a step-by-step approach for choosing which elements to test on a page, using a rather brilliant analogy:

[…] getting someone to convert is a lot like trying to launch a rocket into outer space. To succeed in either situation, you need to generate enough momentum to overcome any resistance.

To get a rocket into orbit, the propulsion and guidance systems have to overcome gravity and air friction. To get a potential customer to convert, your CTA, content and value proposition have to overcome any diversions, anxiety or responsiveness issues on your site.

Chris’s insights are extremely detailed and offer a lot of value for any businesses or agencies looking to improve the impact of their A/B tests. Give it a read here.

Ten Principles of Good SEO (Pedro Dias)

This is a nice, short, simple article from Pedro Dias, a former employee of Google’s Search Quality team. I think the content here would benefit businesses and marketing professionals with any level of understanding with regards to SEO.

One of the biggest challenges in this industry, at least for agencies, is the process of helping clients who haven’t tried SEO understand exactly what it is, how its processes work, and why it’s much more than a magic formula for instant ranking improvements (because it certainly isn’t that).

Mr. Dias’s article is a succinct summary of what good SEO should look like. It’s more complex than “title tags, META descriptions, links, keywords, etc.”, but laid out simply enough to make sense out of an abundance of information.

Regardless of your level of education and expertise when it comes to search engine optimization, this one is worth a read – it’s a thought-provoking, discussion-worthy piece. (Bonus: it comes with a neat infographic, too!)

Take a look at the full thing here.

6 Things We Learned at the Google Webmaster Relations Pubcon Keynote (Search Engine Journal)

For those of us in the search industry, there’s nothing quite as exciting as hearing information directly from Google.

Danny Goodwin, Executive Editor over at Search Engine Journal, has offered this nice summary of six key takeaways from Google staffers Gary Illyes, Nathan Johns and Eric Guan.

To quote the article: “[…] some interesting tidbits we learned from Google about disavowing links, featured snippets and more.”

Intrigued? Why wait? Head over and read the full thing here.

AMP-lify Your Digital Marketing in 2018 (Moz)

Here’s another one from Moz, about a topic I’ve been quite passionate about for some time now: Accelerated Mobile Pages.

For those not in the know, Accelerated Mobile Pages, or AMP, is:

[…] an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms.

  – From the official AMP website

The reason I’ve been so excited about AMP is that it offers businesses a new avenue for improving the speed and functionality of mobile pages on their site, a major factor in our mobile-first world.

This article from Moz, written by CEO of Stone Temple Consulting Eric Enge, outlines the history of AMP and highlights “case studies and examples showing results different companies had with AMP.”

This is worth a read for anyone looking towards digital strategy for 2018: as Mr. Enge highlights in his article, AMP has come a long way. With it becoming more and more prevalent across multiple industries, it’s definitely time for businesses and agencies to at least research how it works and what the potential benefits are.

Read the full article here.

Thanks for Reading the November Roundup!

As I mentioned at the start of this article, this’ll be our last roundup for the year. December’s will be posted in early January, when we’re all trying our best, through bleary, post-holiday eyes, to gear up for 2018.

On that note, we here at Reach would like to wish you the happiest of holidays and a lovely new year. Take some time to relax, de-stress, and forget about algorithms and what makes them tick for a while.

Thanks again for reading our November digital marketing roundup. We’ll see you next year!

About the author Dave Gregor