In this week’s digital roundup, we’re covering three key stories that are shaping the digital landscape.

First, we delve into Google’s November 2023 core update, a critical development affecting site rankings and digital marketing strategies.

Then, we explore TikTok’s introduction of Creative Cards, aimed at helping small businesses create more engaging content.

Finally, we look at the significant pause in advertising by major companies on social media platform X, a move sparked by controversial statements from Elon Musk.

These stories highlight the ever-changing nature of the digital world and its impact on businesses and advertisers.

Google November Core Update Finishes Rolling Out

Google has announced the completion of the November 2023 core update, marking it as the fourth major update of the year. This update, which began on the 2nd of November closely followed the October core update that rolled out.

The November update, taking 26 days to roll out fully, concluded on November 28. Many sites experienced significant ranking changes, as commonly seen with such updates. The effect was immediate and substantial, attracting attention and commentary from SEO experts. Early observations were reported at the Search Engine Roundtable.

It’s important to note that another update, the Google November 2023 reviews update, began on November 8 and overlapped with the core update. While concurrent, the impact of each update varied in timing across different sites.

Understanding these Google algorithm updates is crucial for businesses and organisations. Whether positive or negative, changes in rankings can significantly affect your website’s performance in search results, influencing organic traffic, conversions, and revenue.

Awareness of these updates helps site owners distinguish between traffic changes caused by their site modifications and those resulting from Google’s algorithm adjustments.

If your site is adversely affected by a core update, Google advises the following:

• Firstly, there’s no specific action recommended for recovery. A drop in rankings doesn’t necessarily mean there’s an issue with your pages.
• Google suggests a set of questions to consider if your site is impacted by a core update.
• Minor recovery is possible between core updates, but significant changes are more likely after subsequent core updates.

Tiktok Creative Cards

TikTok has introduced a new feature to aid small businesses in creating more engaging, relevant, and relatable content.

What are Creative Cards?

Creative Cards offers data-driven tips for creating posts that better resonate with audiences. These cards fall into five categories:

• Community: This first card focuses on engaging your audience and building customer loyalty.
• Edutainment: The second card can showcase products and share lessons creatively.
• Creator Tools: The third card can enhance views and likability using storytelling, green screen concepts, music, and captions.
• Trends: The fourth card brainstorms ideas for participating in trending memes and hashtags.
• Storytelling: The fifth card can share your business’s journey and challenges faced.

Why Creative Cards Matter

Creative Cards are invaluable for brands new to TikTok, helping to optimize content for maximum exposure and engagement. They are also useful for experienced creators seeking inspiration, especially during the holiday season.

In order to use this feature, content creators must register for access. Once granted, they can explore over 100 digital cards for ideas.

TikTok’s Statement

A TikTok spokesperson stated:

“TikTok Creative Cards help you develop new ways to communicate with concise ad concepts displayed on a collection of digital cards. With so many thought starters at the ready, it’s easy to keep your content fresh and avoid going stale, which can help you attract attention to seasonal products and gift ideas.”

“Actively engage your audience, show off your expertise with a side of fun, and make your small business relevant and relatable with innovative ideas for celebrating the holidays.”

Major Advertisers Dropping X

Recently, X has experienced a significant drop in activity from its major advertisers. Remarkably, these key players haven’t posted on the platform for nearly two weeks.

Initial Reports versus the Actual Situation

Initially, reports suggested a temporary campaign pause by companies like Disney, Paramount, Lionsgate, Sony Pictures, and Universal. However, the situation escalated when these key brands completely ceased advertising. This drastic move followed Elon Musk’s endorsement of an antisemitic conspiracy theory, for which he hasn’t issued an apology.

Brands’ Reactions and Decisions

According to industry insiders cited by CNN, concerns over brand safety have led these companies to stop using their official handles on X.

The Significance of This Development

This retreat by powerful companies sends a potent message about X’s current standing as an advertising platform. It highlights the perceived risk of reputational damage associated with the platform.

The Financial Impact on X

Financially, X is in a precarious position. The New York Times estimates a potential loss of up to $75 million in ad revenue by the end of 2023.

The Extent of the Blackout

Moreover, the blackout extends beyond corporate entities. Popular accounts like @StarWars and @MarvelStudios, each with massive followings and previously daily posts, have also ceased their activity on X. Conversely, they are increasing their presence on rival platforms like Threads.

Implications of Leadership and Revenue Challenges

Since Elon Musk’s takeover last year, X has seen a significant decline in ad revenue. Consequently, this halt in content from high-profile accounts poses a substantial challenge for X’s CEO, Linda Yaccarino, in her efforts to attract advertisers back to the platform.

The Uncertain Future

Looking ahead, the return of these major advertisers to X remains a possibility, yet it’s shrouded in uncertainty. Should X fail to address its ad revenue issues effectively, the platform could face dire consequences for its future sustainability.

Good Afternoon, and welcome to the Friday Digital Roundup.

In this week’s Digital Marketing news, Google altered its search rankings. Also, we have some guidance on what to focus on after a Core Update and Open AI announced some free features for ChatGPT Mobile.

Let’s get into the stories.

Google Prioritises First-Hand Knowledge for Search Rankings

Google recently unveiled several exciting updates to its Search functionality, specifically tailored to provide more personalised results for users in the UK. Moreover, the company has introduced changes in its ranking algorithm.

These alterations aim to simplify the process of finding content that offers personal insights and firsthand knowledge.

Google confidently asserts that these updates will enhance the user experience, making it more customised to align with individual interests and requirements.

In the announcement, Cathy Edwards, Google’s Vice President of Search, eloquently stated:

“Search has always been about connecting human curiosity with the incredible expanse of human wisdom on the web. These improvements will help users find the most helpful information just for them, no matter how specific their question may be.”

Focusing on First-Hand Knowledge

In a strategic move, Google has implemented changes in its ranking system to prioritize first-person perspectives in the search results. This initiative is designed to facilitate easier access to personal experiences, advice, opinions, and other direct sources of knowledge.

As a result, users can expect to encounter fewer repetitive, second-hand sources and more unique, personal insights that directly address their queries.

Edwards further elaborated:

“As part of this work, we’ve also rolled out a series of ranking improvements to show more first-person perspectives in results, so it’s easier to find this content across Search.”

Expanding Personalised Recommendations

Google is not stopping there. In an effort to further customise search results, they are introducing a feature that allows users to follow specific topics directly from their search results. This could range from a beloved sports team to a particular cooking style, enabling Google to present relevant articles, videos, and notifications automatically.

Imagine someone training for a marathon following “marathon training” in their search. They would then receive tailored articles about exercises and tips in their Google Discover feed.

This feature is a continuation of Google’s endeavour to personalise the search experience, incorporating elements like recent searches and activity from Google accounts.

It’s set to launch on mobile browsers and apps in the U.S. in English in the coming weeks, with plans for broader availability by year’s end.

Implications for SEO

These updates naturally raise questions within the SEO community about potential impacts on optimization strategies. The introduction of the following feature, aimed at enhancing personal experiences, suggests that websites producing quality content on popular topics might experience a surge in traffic.

Furthermore, Google’s intention to simplify access to frequently visited sites and present information about content creators poses intriguing possibilities. Metrics like user engagement, time on site, and repeat visits could become crucial in promoting sites.

Additionally, showcasing content creators’ profiles and social handles can provide new optimization opportunities, as it allows Google to better index this information.

While these personalisation features will primarily affect logged-in users, they could also influence general search results. SEO professionals are advised to continue focusing on user experience and producing quality content that appeals to diverse audiences.

However, the ability to reach niche audiences interested in specific topics presents new opportunities for optimization.

In conclusion, Google’s latest updates mark a significant step in evolving search to meet the dynamic needs of users. These algorithmic changes are poised to produce search results that more accurately reflect the complex, human aspects of users’ interests and queries.

The full extent of these changes in search rankings, however, remains to be seen.

What To Focus On After A Core Update

In the world of search engine optimization (SEO), Google’s Search Off The Record podcast team recently shed light on the importance of mastering the basics. Martin Splitt, Gary Illyes, and John Mueller from Google’s Search Relations team highlighted that many sites still struggle with fundamental technical SEO issues like crawlability, indexing, and page rendering.

These are crucial factors that impact a site’s performance in search results and should be addressed first.

Emphasising Technical SEO

Technical SEO is all about optimizing a website’s architecture and infrastructure to enhance search engine crawling and indexing.

This aspect of SEO is solely focused on the site’s behind-the-scenes elements. Illyes, highlighting his focus on technical SEO on social media, noted, “I like to post about technical things… because often big site owners or SEOs miss critical basic things.”

He observed that many get distracted by the ‘next big thing’ at conferences while ignoring the essentials.

Illyes stressed, “Just make sure your content is good first… looking at these websites, they are not helpful or useful to me as a user.” He further pointed out the importance of technical SEO: “If Googlebot can’t reach your site, or rendering fails, or there are no words on the site or a page, then there’s not much Google can do for you.”

Splitt agreed, emphasizing that technical SEO is fundamental. He recommended starting troubleshooting with the homepage, as it’s often seen as the most crucial page by search engines.

Neglecting technical SEO can lead to significant issues like rendering failures or site inaccessibility, drastically affecting search engine rankings.

Quality Over Quantity in Traffic Metrics

The discussion also touched on evaluating content and the misconception that high traffic equals high-quality pages. Mueller warned against relying only on analytics and overlooking user experience. He recalled a site that ranked well for generic keywords but offered little value, noting the irrelevance of lost traffic from low-quality keywords.

Broader Metrics for Success

The hosts urged consideration of metrics beyond traffic, like user engagement and satisfaction, as better indicators of a page’s quality. Mueller advised, “Look at the bigger picture of all the traffic that’s gone, but also remember… a lot of this was useless.” He suggested focusing on relevant queries and tracking lower-level pages for a better understanding of a site’s performance.

Creating High-Quality Content

Simply producing a high volume of content isn’t enough; it needs to be purposeful and valuable. Illyes proposed that quality content creation might be simpler than most think. The key is to focus on content that helps people achieve their goals when visiting the page. “What if quality is about writing the thing that will help people achieve what they need when they come to the page?” he asked.

Key Takeaways

This conversation with Google’s Search Relations team underscores two crucial points. First, mastering technical SEO basics is vital before exploring advanced tactics. Second, content quality and user engagement are more important than just traffic numbers in assessing a site’s success. By focusing on these areas, websites can significantly enhance their SEO performance.

Free Voice Capabilities For ChatGPT Mobile

OpenAI has just announced an exciting development: the ChatGPT app’s voice functionality is now accessible to all free users, while Plus subscriptions and upgrades remain on pause.

This significant update is a game-changer for content and search marketers, offering new possibilities for creating interactive content and honing voice search optimization.

Before this change, interacting with ChatGPT using voice commands was an exclusive feature for premium subscribers.

The latest update, however, has levelled the playing field, allowing every user to engage with the AI through voice commands. All it takes is downloading the app and tapping a headphones icon.

The introduction of the voice feature is poised to boost user interaction, providing a more natural and intuitive way to interact with AI. It opens up AI technology to a broader audience, including those who prefer voice commands to typing, making AI access more effortless than ever.

This update is particularly advantageous for those in content marketing, presenting an opportunity to create more interactive and personalized campaigns that could significantly enhance customer experience and engagement.

For search marketers, it unlocks new opportunities to delve into voice search optimization. Brands can now explore and refine their search engine strategies using voice commands.

As we await further developments in ChatGPT features and GPT advancements, it’s an intriguing time to observe how these innovations will shape the future of AI interaction and marketing strategies.

Good afternoon, and welcome to today’s Intelligency Digital Roundup.

In today’s roundup, we have some significant updates from the digital world. Google has rolled out its November 2023 core update, marking the second major algorithm change in recent months. Meta has unveiled a suite of new lead-generation tools for Facebook and Instagram, enhancing opportunities for businesses. Additionally, Google has completed its transition to mobile-first indexing, a move that prioritizes mobile versions of websites in search rankings.

Let’s dive into the details of these developments.

Google’s November 2023 Core Update

Google recently announced its November 2023 core update. This marks the second major change to its search algorithm in just two months, and it’s expected to roll out in the coming weeks fully.

These updates are designed to enhance the relevance and quality of search results. Notably, this update improves a different core system than the previous month’s update​.

What Webmasters Need to Know

Most website owners won’t need to make significant adjustments, particularly if they’re already focused on creating user-centric content. However, if changes in traffic or rankings are noticed, Google advises reviewing their core update guidance.

This update is part of Google’s ongoing efforts, with previous ones in March, August, and October. Each update involves multi-week rollouts​​​.

Google also offers a Q&A section addressing common queries about search updates and encourages posting questions in the Google Search Central community forums for those experiencing significant changes in site performance.

However, the general guidance is if you follow the webmaster guidelines, it’s rare to see negative rankings.

Enhancing Lead Generation on Facebook and Instagram

Meta has introduced a suite of new tools for Facebook and Instagram, aimed at bolstering business lead generation. These tools include AI features and CRM partnerships, enhancing campaign performance while saving time and money for marketers. The emphasis is on acquiring quality leads, which are more likely to convert into sales, thereby boosting campaign efficiency and return on investment​​

But what are these new tools?

The list of new tools that business accounts will have access to are as follows:

• Click to WhatsApp Lead Gen: This extends the lead objective to Facebook and Instagram ads that initiate a WhatsApp chat, enabling marketers to foster higher-quality leads through messaging. A Q&A flow will also be available in Ads Manager for select advertisers.
• Instant Form Ad Format: Users can connect with multiple businesses simultaneously, like sharing contact information with several related services after signing up for a trial. This feature not only provides convenience for users but also opens new opportunities for small businesses to be discovered.
• Calling Leads on Facebook: Currently in testing, this feature allows businesses to call potential customers through Facebook, providing reassurance and displaying business details like logos and names.
• Advantage+ for Lead Gen: This involves testing full campaign automation for lead generation, utilizing Meta Advantage. It enables the application of AI across various campaign facets to improve performance and efficiency.
• HubSpot Integration: Meta has teamed up with HubSpot as a new CRM integration partner. This partnership simplifies the setup process and is complemented by streamlined CRM integration with Zapier.

Meta highlights that integrating a CRM with their Conversions API and using specific performance goals can significantly enhance campaign performance, reducing costs per quality lead and increasing conversion rates.

Google Fully Embraces Mobile-First Indexing

After a lengthy transition period, Google has completely switched to mobile-first indexing. This significant change emphasizes the importance of mobile versions of websites in Google’s indexing and crawling processes.

The Evolution of Mobile-First Indexing

Google’s transition to mobile-first indexing began years ago, reflecting a shift in focus towards mobile users. Initially, Google updated its algorithm in 2015 to favour mobile-friendly sites.

By the following year, the company prioritised mobile pages over desktops in its indexing process. This move aligns with the growing dominance of mobile web traffic, where in some regions, people primarily use their phones for internet access​.

Impact and Future Directions

With mobile usage surpassing desktop globally, crawling mobile versions of websites provides a more accurate reflection of user experiences on mobile devices. Websites have adapted by enhancing their mobile pages to be as comprehensive as desktop versions.

However, Google acknowledges that some sites may still not be fully mobile-optimized and will continue crawling desktop versions for these cases. As part of its resource conservation efforts, Google plans to further reduce desktop crawling​​​.

In line with this shift, Google has also removed indexing crawler data from Search Console, its webmaster tool. This data removal signifies the completion of the mobile-first indexing process, underlining mobile devices’ central role in modern internet use​.

Good afternoon, and welcome to the Intelligency Digital Roundup.

This week, we’re rolling out a handy checklist for Black Friday and Cyber Monday to set your business up for success. These two days mark a significant spike in online shopping, with e-commerce sites experiencing a massive influx of customers and sales.

Our checklist will help you spot and strengthen any weak spots, guaranteeing your customers a smooth and swift shopping experience.

This way, you can ensure that buying your products is a breeze for current or new customers.

Without further ado, let’s get into how best to prep!

Website Preparation

You’ll first need to check your website’s user experience. This is something you should be on top of anyway, but it’s extra important for Black Friday.

Your website needs to be fast, and it needs to be responsive. For E-commerce businesses, this is extra important, because a slow speed can result in lost traffic. The harder a time a customer has purchasing something, the less likely they’ll convert.

Secondly, check that your website can handle an increased amount of traffic! It would be disastrous if suddenly no one could access it.

Finally, ensure that the checkout process is smooth as butter and that users have plenty of options for how they purchase.

Promotions and Discounts

Next up, let’s tackle promotions and discounts for Black Friday and Cyber Monday. You’ve got to ask yourself: are your deals ready to roll out? If you’re shaking your head, it’s time to brainstorm some tempting offers that reward both your loyal customers and your bottom line.

Make sure your discounts stand out. Display them loud and proud on your homepage because, let’s face it, hidden deals are as good as no deals. And why not sweeten the pot for your repeat customers? A little thank you goes a long way, and a loyalty reward could be just the ticket.

Marketing Campaigns

Now, let’s switch gears to marketing campaigns. Kick things off early – think early November – to capture your audience’s attention before the holiday rush. An email campaign that pops in their inbox? Check. Social media buzz that gets them talking? Double-check.

Don’t let past visitors slip through the cracks. Use retargeting ads to remind them what they’re missing. And for the cherry on top, referral codes can turn your customers into your best promoters.

Inventory and Product Management

Moving on to inventory and product management – it’s crunch time. Take a good, hard look at your stock levels. You’ll want to have enough to meet the surge without ending up with a surplus gathering dust.

If your stock’s running low, get those orders in, pronto. Spot products that aren’t moving fast enough? Get creative with promotions to give them a boost. And make sure you’re clear about delivery times – nobody likes a late show.

Product Descriptions

Let’s not forget product descriptions – your secret SEO weapon. Craft them well, and they’ll help your products shine bright in search results. Detailed, clear, and SEO-focused descriptions can elevate your products from good to must-have.

Think about creating gift guides too. They’re like roadmaps to the perfect purchase, especially when they bundle products for a complete experience.

Visual Branding:

For visual branding, it’s all about making a splash. Design bold, sale-specific graphics that capture the Black Friday vibe. Plaster them on your site, your emails, everywhere. Make sure they scream ‘deal of the year’ to anyone who sees them.

Social Media Optimisation:

Don’t just post on social media – own it. Your profiles should be fine-tuned machines, ready to engage and convert. Regular updates with catchy, sale-focused content? That’s the ticket to turning heads and clicks into sales.

Customer Service and Support:

Finally, customer service can make or break your sales days. Staff up your support team to handle the hustle. Consider a live chat feature – it’s like having a sales assistant right there on the page, ready to close the deal.

Keep your team on their toes, responsive, and ready to turn frowns upside down. Happy customers are repeat customers, after all.

Conclusion

In conclusion, nailing Black Friday and Cyber Monday is about much more than just slashing prices. It’s a full-on strategy that starts with your website and flows through to the final click of the purchase button.

Remember, it’s the details that count – a fast site, standout deals, early-bird marketing, stocked shelves, sharp product descriptions, eye-catching visuals, an engaging social media presence, and top-notch customer service.

Get these elements right, and you’re not just selling – you’re creating an experience that customers will come back for, year after year. So, gear up – it’s time to make this holiday sale season your most successful one yet!

Good afternoon, and welcome to the latest Intelligency Digital Roundup.

This week, Meta officially announced more details for its paid subscription, ChatCPT Plus members got access to some new features, and details about how Google ranks recipe content have been revealed.

Let’s get into the news.

Facebook and Instagram ad-free options revealed

Meta is launching no-ads subscriptions for Facebook and Instagram users across Europe. Starting this November, residents of the EU, EEA, and Switzerland can choose between two options: stick with the current ad-based model or pay a fee to enjoy an ad-free experience.

If users decide on the ad-free route, it will set them back €9.99 per month for web access or €12.99 per month on iOS and Android. Importantly, these subscribers won’t see their data used for ad purposes.

Why is this change important?

The uptake of this ad-free subscription can significantly affect the reach and thus the ROI of this fresh European service. However, the cost, especially considering the impending fee hikes next year, might deter potential subscribers.

Regarding subscription costs, here’s a note: users who go ad-free will experience it across all their linked Facebook and Instagram accounts under a single payment. It’s essentially a one-subscription-covers-all deal. Yet, this is poised to change. Starting March 2024, users will face an extra fee – €6 per month on the web and €8 on iOS and Android – for every additional account they have.

Why is Meta offering this option?

This move aligns with European regulations, allowing Meta to cater to its users in the mentioned regions. The CJEU has given the nod to such subscription models as a legitimate way for users to say ‘yes’ to ad-supported services.

Initially, Meta is targeting adults, those 18 years and older. But they’re not stopping there. The tech behemoth is actively seeking avenues to provide teenagers with a balanced and safe ad experience, especially considering the changing regulatory winds in the EU.

What has Meta said about this?

A meta spokesperson had the following to say via announcement:

• “Advertisers will be able to continue running personalised advertising campaigns in Europe to reach those who choose to continue to receive a free, ad-supported online service.” 
• “Going forward, we will continue to invest to build new tools that preserve the value that both people and businesses get out of personalised advertising while allowing users to control their ads experience on our platforms.”
• “We believe in an ad-supported internet, which gives people access to personalised products and services regardless of their economic status. It also allows small businesses to reach potential customers, grow their business and create new markets, driving growth in the European economy.”
• “And like other companies, we’ll continue to advocate for an ad-supported internet, even with our new subscription offering in the EU, EEA and Switzerland.  But we respect the spirit and purpose of these evolving European regulations, and are committed to complying with them.”

GPT 4 gets a new all-in-one version

OpenAI is gearing up to introduce a revamped approach to multimodal GPT-4, allowing seamless access to All Tools and enhanced document analysis.

Multiple users on X shared screenshots showcasing robust PDF/document analysis and the game-changing “All Tools” functionality.

But what is “all tools”?

It’s a one-stop-shop, letting users tap into all of GPT-4’s offerings without the hassle of toggling between features.

This enhancement isn’t just another update; it’s a stride in generative AI, surpassing traditional text-only interactions. For instance, users can now feed DALL·E 3 an image and await a crafted response, introducing a fresh dynamic to their operations.

As more people familiarize themselves with this multimodal prowess, there are many ways it could be used, illustrating the combined might of GPT-4 tools. Notably absent, though, is the inclusion of ChatGPT plugins in the All Tools feature. This might be a strategic manoeuvre by OpenAI to refine the user journey, possibly sidelining third-party extensions that previously offered analogous capabilities.

With the newfound capability to dissect PDFs and similar files natively, the dependence on third-party ChatGPT plugins, which bridged this gap earlier, diminishes.

In this ChatGPT evolution, OpenAI showcases its commitment to user feedback, consolidating powerful features in-house, and eliminating the need for external integrations.

Beyond the All Tools buzz, some users have spotted a more up-to-date knowledge cutoff. All eyes are now on OpenAI’s upcoming DevDay conference, where it’s anticipated they’ll deep dive into these novel tools with the developer community.

Open AI hasn’t confirmed when this feature will be available to all Plus users, but as they’re testing it, it could be a surprise release when the DevDay conference is held next week.

How Google ranks recipe content

Google recently delved into its algorithm’s treatment of recipe content, addressing a query on X. The query on X (previously Twitter) questioned Google’s preference for streamlined recipe formats.

Recipe formats sparked debate lately, with some sites allegedly padding content for SEO benefits. The intensified competition in recipes has driven creators to adopt varied strategies. Some creators harness SEO, while others lean towards simpler, more straightforward content.

Google’s position is tricky due to the balance between creators and user preferences. While creators value search traffic, many users want quick, hassle-free recipes.

Google’s perspective

X’s user @IntrovertedGeekUK posed a question to Google’s Danny Sullivan, one of Google’s gurus:

“Help me understand Danny! RE recipe sites: users typically want just the recipe. No extras. But can Google prioritize a simple ingredients/method list?”

Sullivan went on to explain through a series of posts:

“Some people want just a list of ingredients. Some people want recipes from people or places they might recognize. Some people might want a recipe along with some background about the recipe, what it means to the person who is sharing it and so on. All people don’t want the exact same things. Our systems try to show what seems generally helpful.”

He acknowledged that some people pad out content before getting to the meat of it:

“I think that’s something content producers might want to keep in mind. If you want to appeal to that audience, you might want to ensure your recipes are helpful in that way, easy access to the key parts.”

But also explained that you need to respect how a creator wants to present a recipe:

“If someone wants to tell you more about their recipe because they want to, because it’s important to them, because they think that’s useful to them and their readers — that’s up to them. That should be respected.”

What is generally helpful content?

Google employs cutting-edge AI to rank what’s deemed “generally helpful” content. Using algorithms like BERT and MUM, Google harnesses machine learning for nuanced understanding.

These tools grasp semantics, context, intent, and handle linguistic complexities like sarcasm. This ensures users get relevant results, even without specific keyword matches.

Not limited to recipes, Google’s AI deciphers various queries answered by content, from lyrics to coding.

The discussion offers insights into Google’s strategy for recipe content. It highlights the need to prioritize users, avoiding repetitive or generic content, which is an approach that should be used for all types of content. Google remains dedicated to guiding creators on optimal organic search methods.

Good afternoon, and welcome to the Intelligency Digital Roundup.

This week, we are offering some top tips on how to drive B2B traffic to your website through SEO. Organic Search is one of the best channels for B2B companies that are looking to catch relevant non-brand search demand.

But what is B2B SEO?

B2B SEO is a popular marketing tactic that businesses use to improve the visibility of B2B businesses. Many of these companies view organic search as a method to raise brand awareness, drive traffic, and get sales.

As SEO specialists, we at Intelligency agree that B2B SEO can be an incredibly helpful strategy for companies. However, as is also the case with B2C SEO, you need to approach it correctly.

Luckily, we have some tips for you!

But first! What’s the difference between B2B SEO and B2C SEO?

There are some distinct differences between B2B SEO and B2C SEO, which are:

• The keywords you use– B2C SEO tends to use short-tail keywords, which are shorter and less specialised. B2B SEO focuses on long-tail keywords which are more industry-specific and may contain ‘jargon’.
• The sales cycle- The sales cycle of B2B SEO is a longer process and harder to measure than B2C SEO.
• Searcher capture- B2B SEO focuses on a “buying committee” which is a collection of searchers, rather than individual searchers.

Now, with all this in mind, here are some tips to maximise your B2B SEO potential!

Tip #1: Create an Ideal Customer Profile (ICP)

Before you determine which keywords you want to rank for, you need to understand your target audience. One of the best ways to do this is to create an ICP.

An ICP allows you to determine a target audience, the first step is to identify the key traits of your best current B2B customers. Once these key traits have been listed, you can use them to generate a profile which summarises an ideal customer for your business.

Recognising your ideal customer allows for easier keyword research for keywords which align with your search values and intent. Depending on the size and complexity of your business, multiple ICP’s may be involved.

They key traits to look out for are common factors such as annual revenue, number of employees, the industry, any geographical factors, key personas, and a predicted sales cycle.

A key persona overviews the buying committee as well as the end-users of your company’s services or products. Personas should contain pain points as well which they may encounter, but are solved by the products or services you offer.

Pain points are good for keyword research as well as for content ideas to pull in searchers based on their business’ needs.

ICP’s are a technique that originated in account-based marketing, but you can use them to position your SEO tactics to get ahead of competitors. They help to capture search demand, and bring in the best prospects.

Tip #2: Varied content for the entire buying committee

Now you’re familiar with buying committees, it’s important to not fall into the typical content marketing trap. The trap is only targeting senior leaders at the organisations you want to convert. Senior leaders are actually some of the last people in the buying/sales process.

Instead, take a holistic approach and make appealing content for the whole buying committee, from entry-level employees all the way up to these senior leaders. All the members of committee have some level of impact and influence on the buying process; so making appealing content to all the members increase the likelihood of success.

This is because how a CEO searches B2B is different from home an entry-level employee will search. So do the research and find the keywords and content which will appeal to the various members!

Tip #3: Measure your revenue impact

It’s vital that you measure the revenue impact of organic search traffic. This is because it can help to show that SEO developments aren’t an expense, but an investment into the future.

Revenue impact can be measured using the following:

• Closed-won deals steeming from organic leads
• Contributions to the sales pipeline from organic search traffic

The second measurement is especially important to B2B organisations that have sales cycles that are longer than 6 months.

Consistent reviewing and utilisation of attribution modelling needs to be in place to accurately measure the impact on your revenue. Organic search is one of the many potential traffic sources, so a proper attribution model can ensure it gets it’s due credit.

Tip #4: Clear integration and expectations

Lastly, it’s important to ensure that SEO is touching almost every marketing and sales function in your B2B company.

SEO interacts indirectly or directly with:

• Websites
• Content
• Analytics
• CRM
• Marketing automation
• Paid search
• Business development
• Brand teams
• PR

It’s vital to ensure that SEO is integrated, and that stakeholders understand that it’s important to the success of B2B SEO. Without clear expectations and understanding, SEO may be misunderstood, underutilized, or even forgotten.

Having clear key performance indictatiors (KPI’s) and expectations across stakeholder groups will help SEO integration at your company. You could also hold educational SEO meetings with stakeholder groups so that more people; are on board with adding it to workflows and procedures.

In conclusion

For B2B SEO to be successful and reach its maximum potential, you need to capture revenue, SEO success shouldn’t just be measured by keyword rankings, the amount of inbound links, or page speeds.

Measured SEO by how it affects your company’s bottom line as well. Progress your SEO tactics and strategies to be long-term revenue generators! If you’re not doing this, then it’s not reaching maximum potential.

Hopefully this guide helps with your B2B SEO understanding!

Good afternoon, and welcome to the Intelligency Digital Roundup.

This week, X began trialling a paywall to combat bots, YouTube revealed a series of new updates for users, and Google improved the speed of its browser, Chrome.

Let’s get into each story.

X trial paywall in New Zealand and The Philippines

X recently unveiled a fresh initiative named Not A Bot, aimed at curbing the intrusion of bots and spammers on its platform.

Under this program, new users are prompted to opt for a minimal annual subscription of $1, granting them the privilege to post or engage with the existing content. Should they choose not to subscribe, their access will be limited to reading content only.

This approach is primarily designed to trim down the spam and bot activities plaguing the platform. While unveiling this program via a tweet, X emphasized that this fee introduction isn’t directed towards profit generation.

What is the “not a bot” initiative?

The pilot phase of the Not A Bot program is being conducted in two countries—the Philippines and New Zealand, with new users from these regions serving as the initial test subjects. Now, what exactly is Not A Bot? It’s a beta program signifying a trial phase of this new subscription model aimed at new users.

As outlined on a dedicated Help Center page, new entrants from the two designated test countries are required to authenticate their phone numbers. Once verified, the next step involves paying the nominal fee of one dollar to gain the ability to interact with other users on X.

At its core, the Not A Bot initiative is engineered to sift through and eliminate bots, subsequently reducing spam, all in a bid to preserve the platform’s integrity on a scalable level. As a beta program, Not A Bot serves as a public testing phase of this new feature.

While typically a successful beta test transitions into a full-fledged feature, the announcement didn’t specify whether this will be the case with Not A Bot.

The updated Terms and Conditions page elaborates:

“The Not-a-Bot Program is a beta initiative that X is exploring to enhance platform integrity.”

What is included with the paywall?

Delving into the offerings for Not A Bot subscribers, it’s seen that they’ll need to pay for several features that were previously available for free. These include bookmarking posts, liking posts, posting content, responding to posts, and reposting or quoting posts by other accounts.

On the flip side, users who decide against paying the annual fee will have their activities on X confined to following other members, reading tweets, and watching videos.

The Not A Bot Terms and Conditions stipulate that those opting for this program must agree to a clause stating a refund is not in the cards if the program gets shelved.

The new terms dictate:

“All features and functionality of the Program are at the sole discretion of X, and may be altered, paused, or ceased at any moment without a refund.”

Reiterating the official announcement on Twitter:

“Starting today, we’re launching the Not A Bot program in New Zealand and the Philippines as a test. New, unverified accounts are required to subscribe to a $1 annual fee to post & interact with other posts. This test, however, doesn’t affect existing users.

This initiative augments our existing efforts to minimize spam, platform manipulation, and bot activity, with the modest fee ensuring platform accessibility. This is not about profit generation.”

We’ll have to see how this works out for X, whether it will bring in new users, or drive current ones away to alternative platforms like Threads.

YoutTube’s new features

YouTube has revealed over thirty-six new features and design tweaks rolling out globally. Aimed at enriching user interaction, these updates are now accessible worldwide. They modernise the platform’s aesthetics and simplify content discovery.

Numerous features have been introduced to improve viewing.

Let’s learn about the highlights:

Volume Stability

A “stable volume” feature curbs sudden volume changes, offering a steady auditory experience. Initially, it’s available on mobile.

Quick Speed Doubling

By pressing and holding on the player, users can swiftly double the speed to 2x. Releasing reverts it to normal speed. This function is available across the web, tablets, and phones.

Enlarged Previews

Bigger video preview thumbnails appear while scrubbing, aiding in pinpointing desired moments. If unsure about seeking, a simple finger move back and lifting upon feeling a vibration reverts to the original position.

Screen Security

A lock screen feature has been added to avert inadvertent taps on mobile, ensuring uninterrupted viewing.

Advanced Search & Discovery

The newly introduced “You” tab, merging Library and account pages, makes finding content smoother. It’s a hub for your watched videos, playlists, and more.

Voice and melody search features have been added, enabling video discovery by humming, singing, or playing a tune, with an initial launch on Android.

Contemporary, Lively Design

Creators will notice gentle animations on the like and subscribe buttons, offering visual feedback upon viewer interaction.

Top comments will now cycle automatically, showcasing engaging responses. Real-time view and like counters enliven for the initial 24 hours on fresh uploads.

On Smart TVs, a click on the title reveals a menu with video details, making descriptions and comments easily reachable. Similar adjustments are set for web and mobile soon.

New Chrome features from Google

Google has revealed a series of forthcoming updates to Chrome’s address bar, aimed at enabling users to access websites more swiftly. These enhancements are slated for deployment in the coming months across both desktop and mobile platforms.

A Glimpse into the Upgrades

The address bar, a text field atop the Chrome browser, is where users key in web addresses such as “www.google.com.” Google plans to revamp this feature with several new additions including:

• Suggestions for uncharted sites
• Advanced autocomplete suggestions
• Auto-correction for typos
• Bookmark exploration
• A visually refined interface.

In a recent blog post, Google mentioned, “As autumn days grow shorter, you might be on the lookout for ways to make the most of your time. Fortunately, five upgrades are en route to Chrome’s address bar to expedite your browsing experience.”

Discovering New Sites

Chrome is bringing a novel feature to the table to assist users in discovering new websites.

Now, as users type in search queries, Chrome will propose popular and pertinent sites, even those never visited before by the user.

This development offers a silver lining for SEO experts, enabling heightened visibility in Chrome’s address bar suggestions through optimizing their sites for popularity and relevance concerning certain keywords. Even if a user hasn’t visited a site, it might pop up as a suggestion, fostering the exploration of new content based on prevailing popularity and relevance to the user’s search.

Enhanced Autocomplete

An upgraded version of autocomplete is being integrated into Chrome.

Unlike before, where Chrome only suggested previously typed website URLs, it will now autocomplete based on any word, even if the specific URL is unfamiliar to you.

For instance, keying in “flights” might autocomplete to Google Flights if you’ve searched for flights before.

This improved autocomplete accentuates the importance of embedding keywords within your URL structure, catering to users who may increasingly rely on this feature.

Automatic Typo Rectification

Chrome is set to auto-correct typos using your browsing history, eliminating the need to erase and retype erroneous web addresses.

This function will be accessible across desktop, Android, and iOS devices.

Effortless Bookmark Search

Users can now scour through their bookmark folders directly in the Chrome address bar by typing the folder name.

This feature is compatible with both desktop and mobile platforms.

Visual Revamping

The drop-down menu results in Chrome have been aesthetically overhauled to enhance readability and responsiveness upon typing.

According to Google’s announcement:

“With an elevated visual layout, the Chrome desktop address bar is now more legible. Additionally, it’s more responsive, delivering faster results as you commence typing.”

Right now, the autocomplete, typo correction and folder search features are available. The popular site suggestions and visual updates will roll out over the next few months.

Thanks for reading this week’s digital roundup!

Good afternoon, and welcome to the Intelligency Digital Roundup.

This week, learn about the new features Meta plans for Reels. Also, details about a new form of DDOS attacks that could affect thousands of websites, and about Google’s new “SEO made easy” videos.

Let’s get into the stories.

New features for Facebook and Instagram Reels

Meta announced this week that it would update Reel capabilities to improve ad creatives.

The three new features aim to improve campaign optimisation and also boost engagement. The three features are:

• Collection ads
• Multi-destination Reel ads
• Swipe left functionality

It’s good for marketers and businesses that Meta is constantly updating Reels because video creative is becoming more prominent on social media, especially for Facebook and Instagram. So Meta improving Reels allows higher-quality, more engaging Reel ads

What are the new features then?

Collection ads

This type of ad is already available on Instagram, but it is being tested for Facebook. A collection ad allows a business to post one large image or Reel with other, smaller images, with the aim being that users can swipe through them. Generally, the intent of each image is to let users learn more about what you’re advertising.

Collection ads are still being tested for Facebook, so only select accounts will have access to this placement. The plan is to roll this out to all business accounts in the future.

Multi-destination carousel Reel ads

Meta is also rolling out multi-destination CTA features for Reel carousel ads on Facebook and Instagram on both iOS and Android.

This feature allows a brand to send users to different destinations such as multiple product pages, helping users find what they’re looking for easier.

Swipe left functionality

Swipe left functionality allows a user to swipe left on a Reel ad and be taken to a product or landing page. It allows a user to learn more about what you’re advertising, potentially boosting sales.

Other new features

Meta has also rolled out some new tools for Advantage +, including:

• Automation tools
  • Automatic conversion to 9:16 resolution
  • 3D motion and depth
  • Aspect ratio variance
  • Sharpening tools and AI upscaling
• Adding music
• Brand suitability

If you want to read the full announcement, visit Meta’s business blog.

New DDoS attack taking advantage of HTTP/2 vulnerability

A newly identified Distributed Denial of Service (DDoS) exploit, known as HTTP/2 Rapid Reset, has emerged as a major threat due to its ability to unleash large-scale attacks with relatively few resources.

The exploit leverages vulnerabilities within HTTP/2 and HTTP/3 network protocols, which facilitate multiple data streams between servers and browsers. This means browsers can request numerous resources from servers simultaneously, rather than sequentially.

The exploit was publicly disclosed by Cloudflare, Amazon Web Services (AWS), and Google, and poses a significant risk as it affects the vast majority of modern web servers operating on the HTTP/2 network protocol.

Currently, the absence of a software patch makes virtually every server susceptible to this exploit, categorizing it as a zero-day exploit. However, server software companies are actively developing patches to mitigate the HTTP/2 vulnerability.

How the HTTP/2 Rapid Reset Exploit works

HTTP/2 protocol has a server setting that caps the number of requests at any given moment. If requests exceed this limit, they are denied. There’s also a feature allowing a request cancellation, which deducts that data stream from the preset request limit, freeing up the server to process another data stream.

Attackers discovered that by sending millions of requests and cancellations to a server, they could overwhelm it.

The exploit is extraordinarily dangerous as servers currently lack defenses against it. Cloudflare reported blocking a DDoS attack 300% larger than any previous attack, with the largest one reaching 201 million requests per second (RPS). Google reported an even larger attack exceeding 398 million RPS.

Remarkably, this exploit requires a minimal number of infected computers – as few as 20,000 to launch attacks three times larger than the largest recorded DDoS attacks, significantly lowering the bar for hackers to conduct devastating DDoS attacks.

How to protect against HTTP/2 Rapid Reset

While patches are underway, Cloudflare has already safeguarded its customers against this exploit. In extreme cases, if a server is under attack and defenseless, server administrators can revert the HTTP network protocol to HTTP/1.1 to halt the attack, though at the cost of slowed server performance.

This measure, albeit a temporary fix, is better than facing a complete server shutdown.

This video from Phoenix Security explains the exploit quite well:

Google launch SEO tutorial videos on YouTube

Google has kicked off a new YouTube series, “SEO Made Easy”, with its first video aimed at helping people enhance their website’s performance in search results.

In the opening episode, Martin Splitt from Google’s Search Relations team dives into how websites can tailor their brand name display on Google’s search engine results pages (SERPs).

Splitt, in a brief introduction, mentions the series will serve both beginners and seasoned website owners.

“We have tips for beginners and experienced website owners. We will cover tips, such as using Google Search Console to find low-hanging fruit or using lazy loading for a better page experience.”

Structured data

The premiere episode underscores the significance of structured data for website optimization in the segment titled “Modifying Site Names”.

Splitt starts off by elaborating on a fundamental SEO aspect – employing structured data to personalize site names.

He points out that if Google Search finds it hard to auto-detect your website’s preferred name, structured data can be the key to shaping its display.

Practical tips for structured data integration

For those finding structured data integration challenging, Splitt shares a workaround – maintaining a consistent site name in the title across all pages.

He mentions that some content management systems provide an option to set a site-wide name, while others may necessitate manual addition of the site name to page titles. Yet, he warns that this tactic applies only to subdomains or top-level domains, not on a per-directory level.

Accelerating update recognition by google

After making these alterations, it’s essential to give Google some time to catch up with the updates. To hasten this process, use Search Console and request re-indexing of the homepage.

Future episodes and educational value

The “SEO Made Easy” series showcases Google’s ongoing effort to provide educational YouTube content for webmasters and digital marketers.

This episode lays the groundwork for an extensive journey into SEO strategies, aimed at brightening your website’s presence in Google Search, with more enlightening episodes on the horizon.

As always, thanks for reading this week’s Digital Roundup!

Good afternoon, and welcome to another edition of the Digital Roundup.

This week, Google started rolling out an update targeting spam. Also, Meta released its first generative AI tools, and TikTok is set to start trialling an ad-free subscription.

Let’s learn some more about each story.

New spam update from Google

This week, Google began rolling out its October spam update. The update improves Google’s coverage in languages to target different spam types.

Google stated that the October Spam Update “aims to clean up spam in Turkish, Vietnamese, Hindi, Chinese, and other languages”.

As well as this, Google is also reducing the visible spam in search results, such as cloaked, hacked, auto-generated, and scraped spam.

Previous updates and rollout times

Previous spam updates from Google have always taken a few weeks to roll out, and as long as your website isn’t hosting malicious content, rankings should be fine.

The last update that targeted spam was released this time in October last year, and there was also a link spam update in December 2022.

Meta’s new generative AI-powered tools

On Meta Ads Manager, users can now begin to find its first generative AI-powered tools designed to help campaigns perform effectively.

The three new tools are:

• Background generation
• Image expansion
• Text variation

The tools are rolling out now, aiming to finish by the start of next year.

Let’s learn some more about each tool

Background generation

This tool allows a user to create multiple backgrounds complimenting product images. The aim of this tool is for a user to be able to tailor assets to different audiences.

Image expansion

Users using this tool will be able to adjust creative to fit different aspect ratios across different channels, such as Reels or home feeds.

Text variation

Text variation is what it says on the tin. You can give it the original copy you were going to use on the ad, and it can make multiple variations for you. This stops you from having to come up with multiple variations on your own. You can use different copy for different audiences.

What has Meta said?

A Meta spokesperson has this to say about the new AI tools:

“Today’s generative-AI powered ad features are just a start. We plan to offer advertisers more ways to generate ad copy to highlight product selling points or generate background images in minutes with tailored themes, like outdoor images for an athleisure brand.”

“As we shared at Connect, businesses will soon be able to use AI for business messaging on Messenger and WhastApp to engage with customers – helping with commerce, engagement and support, unlocking instant conversational responses. We’re testing with a small number of businesses in Alpha and plan to scale it further next year.”

“With millions of businesses advertising on our platform, we will continue to take a collaborative approach in developing these features and experiences so that they provide value to businesses and people.”

–Meta announcement

TikTok to trial ad-free subscription

In our final story this week, TikTok may begin piloting an ad-free subscription on the app.

The code for the social media platform has suggested that users may be able to pay $4.99 a month in order to access content with no ad breaks.

There are also screenshots of TikTok asking users if they want to upgrade to an ad-free subscription:

Why this is important

This potential change is important for advertisers on the platform. If this proves to be popular, then it could have an impact on the reach of adverts on TikTok. This would lower the product’s value.

In terms of excluded ads, influencer marketing one-offs or campaigns would still appear on the premium version.

TikTok generates almost all of its profits from ad revenue, which came to a staggering $9.4 billion in 2022. Even more surprisingly, this figure is predicted to quadruple by 2026. It’s no surprise that executives are looking at diversifying revenue streams in order to mitigate financial risk, with a paid model being one of them.

As always, thanks for reading this weeks digital roundup.

Good afternoon, and welcome to the Intelligency Digital Roundup.

This week, TikTok began trialling a Google integration, Courts ruled that Facebook can be sued, and ChatGPT now offers new prompt methods.

Let’s get into the stories.

TikTok trial displaying Google Search result links

This week, an X user and app researcher, Radu Oncescu noticed that TikTok is testing displaying links to Google Search Results from its own search feature.

Here’s a screenshot of how it looks:

As you can see in the screenshot, TikTok has added a small link with a Google logo to its search results page. TikTok is also using a disclaimer for the links “TikTok does not endorse or take responsibility for search results from Google”.

What we know

Business Insider wrote more about the Google and TikTok partnership as they had an opportunity to speak to a TikTok spokesperson. They stated that the feature is not an ad unit, and is being trialled globally. The spokesperson also confirmed that TikTok is experimenting with other third-party integrations.

However, Google’s spokesperson declined to offer any comment on whether there’s a financial agreement between the two companies.

This partnership could be due to the fact that Google is concerned about losing its market share to TikTok, and this is a method to drive traffic back to Google.

Once we know more about this, you’ll be sure to read about it in the roundup.

Facebook open to suing over biased ad algorithm

A recent ruling by the California State Court of Appeals has determined that Facebook can be taken to court over allegations that its ad algorithm is discriminatory. This overrules a 2020 decision that had previously shielded Facebook from such legal actions based on Section 230.

Brands that use Facebook’s advertising tools might unknowingly participate in discriminatory ad practices if the platform’s algorithm is found to be biased.

Lawsuit background

In 2020, Facebook was taken to court after claims that it violated civil rights laws. The issue? The platform was said to have excluded women and older individuals from seeing insurance ads.

This issue came to light when Samantha Liapes, a 48-year-old user, tried to find an insurance provider on Facebook but found she wasn’t presented with any relevant ads. She believes her age and gender played a role in this.

Initially, the court dismissed the case. They deemed Facebook’s tools to be “neutral” and determined that the platform was protected by the Communications Decency Act, 47 U.S.C. 230. Yet, Liapes didn’t give up and appealed the decision.

So what’s changed?

On 21 September 2023, the appellate court reversed the earlier decision. They believed the case convincingly argued that Facebook was aware insurance advertisers were specifically tailoring their ads based on user age and gender, contravening the Civil Rights Act.

The court emphasised that Facebook isn’t just a content distributor but actively “creates, shapes, or develops content” using its tools.

ChatGPT adds voice and image prompts

OpenAI has introduced new voice and image functionalities for ChatGPT. Users can now interact with the chatbot through voice or share images for richer conversations. Initially, these features will be available for paying subscribers, with a wider release to free users anticipated soon.

While these enhancements pave the way for vast creative interactions, they also bring potential risks, like impersonation and fraud. OpenAI highlights the possible challenges these updates might pose, especially for advertisers.

How to speak with ChatGPT

To speak to ChatGPT, you’ll need to:

• Go to “Settings“.
• Under the mobile app, select “New Features“.
• Activate voice conversations.
• Click the headphone icon at the top-right of the home screen.
• Choose from one of five available voices.

How does it work?

• After pressing the button, ask your question.
• ChatGPT converts the spoken query into text and consults its language model.
• The response is transformed back into speech and delivered audibly.
• It promises an experience akin to interacting with Alexa.
• Users can select from five distinct ChatGPT voices, though OpenAI sees potential for even more variety in the future.

How to use images as a prompt

To use images, you’ll need to do the following:

• Press the photo button to take or select an image.
• For iOS or Android users, click the plus button initially.
• Discuss multiple images or employ the drawing tool for more precise queries.

How it works?

• It mirrors the functionality of Google Lens.
• Capture and upload a photo; ChatGPT will decipher your query and reply.
• The app’s drawing tool, as well as spoken or typed questions, can help refine queries associated with an image.
• Unsatisfactory answers from ChatGPT can be corrected in real time, echoing Google’s multimodal search approach.

What have OpenAI said about the new prompts?

A spokesperson from OpenAI stated the following:

“Voice and image give you more ways to use ChatGPT in your life. Snap a picture of a landmark while traveling and have a live conversation about what’s interesting about it. When you’re home, snap pictures of your fridge and pantry to figure out what’s for dinner (and ask follow up questions for a step by step recipe).”

“After dinner, help your child with a math problem by taking a photo, circling the problem set, and having it share hints with both of you.”

“We’re rolling out voice and images in ChatGPT to Plus and Enterprise users over the next two weeks. Voice is coming on iOS and Android (opt-in in your settings) and images will be available on all platforms.”

You can read OpenAI’s full announcement on its blog.