Posts in Round-Up

The importance of experience & authenticity in recent Google Updates

February 23, 2024 Posted by Sean Walsh Round-Up 0 thoughts on “The importance of experience & authenticity in recent Google Updates”

In the evolving landscape of Search Engine Optimisation (SEO), the emphasis on authenticity and firsthand experience in content creation has never been more critical. This shift is reflective of search engines’ sophisticated algorithms that prioritize content offering real value to users.

Search Engine Land reported this week that a SEO study showed that websites using first-person pronouns and first-hand experience seemed to be gaining from the recent batch of Google Updates. Subtle identifiers such as “me”, “I” or “we” perhaps demonstrate to search engines that the content is produced and written by a human, and not instead with the voice of a “brand” or company. This shift to focusing on individual experts is a clear one, with so many sites competing with often the same content (now not helped by AI), Google seems to be separating the wheat from the chaff by looking for content clearly penned by an individual.

We have long told our SEO clients – to write content from the individual’s perspective. Make it personal – use content so that it shows a company isn’t sanitised brand copy, but a collection of thoughts, ideas and explanations from the experts that work there. Never before has it been so important to ensure that your online content comes from an experienced individual, and one with true authenticity.

Authenticity

Building Credibility: Authentic content establishes a foundation of trust between a website and its visitors. Search engines like Google use various indicators to assess the genuineness of content. Original research, accurate sourcing, and transparency in authorship and intention all signal authenticity to these algorithms.

Enhancing Engagement: Authentic content resonates more deeply with readers, encouraging longer engagement times and more meaningful interactions. These behavioural signals are key metrics for search engines in determining content quality and relevance.

Mitigating Risks: In an era where misinformation can quickly spread, search engines penalize deceptive practices harshly. Genuine content strategies avoid these risks, ensuring long-term SEO health.

Experience

Firsthand Knowledge: Content created from firsthand experience offers unique insights that generic information cannot replicate. Search engines, through updates like Google’s E-A-T (Expertise, Authoritativeness, Trustworthiness), increasingly value this depth of knowledge.

User-Centric Design: The user experience (UX) on a website, including its content’s readability, accessibility, and navigability, significantly impacts SEO. Content that reflects an understanding of user needs and preferences tends to perform better in search rankings.

Content Depth and Quality: Experience-driven content often provides a richer, more comprehensive exploration of topics. This depth is not only valuable to readers but also positions websites as authoritative sources on specific subjects, further boosting SEO performance.

Why focus on creating content with experienced experts

Adaptation to Algorithm Updates: Google’s algorithm updates increasingly focus on rewarding content that demonstrates both authenticity and real-world expertise. Websites prioritising these aspects are better positioned to adapt to and benefit from these changes.

Competitive Differentiation: In saturated markets, authenticity and experience can differentiate a website from its competitors. This unique selling proposition can attract a loyal audience base, contributing to improved search visibility and higher conversion rates.

Leverage your own experience and expertise

The importance of authenticity and experience in SEO content cannot be overstated. As search engines evolve, the demand for content that is both genuine and insightful continues to grow. Websites that embrace these principles not only foster stronger connections with their audience but also solidify their standing in search rankings. The future of SEO lies in creating content that is true to the creator’s experience and expertise, offering real value to the user beyond keywords and optimization tactics.

YouTube offers new insights to creators, displaying their high-earning videos on demand, livestreams, and shorts

February 23, 2024 Posted by Maisie Lloyd Round-Up 0 thoughts on “YouTube offers new insights to creators, displaying their high-earning videos on demand, livestreams, and shorts”

YouTube has announced its new analytical feature, which allows creators to see what their top-earning videos are. The feature is segmented by format of lives, video on demand and shorts. The interface will also show the view count across the high-achieving content.

What has been updated on YouTube?

YouTube has provided a new analytical tool, aiding its users in identifying their top-earning video content. This is categorised by format – VOD, lives, and shorts. In doing so users will be able to compare the success rate of each format and adjust their strategy to accommodate what works and what does not.

Developing content strategies that an audience can engage with whilst monetizing video assets is one of the benefits of utilising the data provided with the new feature.

https://youtube.com/watch?v=Eg5jJlwN3B4%3Fsi%3D_OI51QAdFztIePm_

How to utilise insights to craft successful video content?

Data made available on YouTube analytics is the key to creators understanding what performs best for an audience. This then allows creators to implement a strategy change to accommodate for making profitable and quality content.

Creating successful video content isn’t just about replicating existing content that has been gainful for channels, although that does play a vital role in the development and crafting of video content.

Existing content can be re-formatted or re-created to target an audience that would have otherwise not seen it. I.e. changing a long stream into multiple shorts.  This method of repurposing content is called Content Recycling, a bid to increase the content’s reach. Content recycling can be as simple as editing and resizing existing content or can be entirely new content that touches upon the previously produced content.

Alternatively, the creator could adjust their strategy, focusing on the predominant success of one format, and choosing to focus on producing just that.  While funnelling the budget from the least successful content format into the more successful one.

The last approach is utilising the data from the successful content to identify what made it work for audiences. Once the key factors in a video’s success are identified, content creators can implement similar techniques into their content that is not high-performing.

In a wider sense, how will you be leveraging your data to refine and enhance your content plan? Should you have any questions feel free to contact us and we’ll be happy to discuss ways of maximising the success of your content.

Instagram introduces its marketplace to link brands and creators across 8 additional countries

February 23, 2024 Posted by Liam Walsh Round-Up 0 thoughts on “Instagram introduces its marketplace to link brands and creators across 8 additional countries”

This week Instagram announced that it would expand its Creator Marketplace offering into eight new countries: the UK, Canada, New Zealand, Australia, India, Brazil & Japan. The marketplace is a platform which connects creators and brands for advertising or paid partnerships. Chinese export brands are also expected to join the marketplace in the next year.

Why has Meta decided to expand the marketplace tool?

The platform was initially launched in the US in 2022, where both brands and creators have found much success. Instagram claimed that thousands of brands and creators have been onboarded since then. Consequently, Instagram also added API features which allowed briefs to be outlined and agencies were invited to join.

Furthermore, Instagram is competing with other offerings from rivals such as Snap, YouTube and TikTok which offer a similar model. Instagram wants to ensure that its platform is the most effective and influential partnership space.

How does the tool work?

The marketplace allows marketers to approach creators for a paid partnership or even a partnership ad, and this can help drive organic traffic or conversions. Creators can access the professional dashboard via their Instagram app and can feature the topics and themes that are most relatable to them. Thus, removing any confusion or mistaken connections.

The dashboard is boosted by algorithmic machine learning technology. This allows for a more tailored version of the dashboard for each user and expedites brand matches. Alternatively, a brand could manually search for a creator outside of these specifications if they so wished.

Once a request is made, creators will be able to see all the messages in their Partnership Messages folder in the app. Here they can review the content and assess whether they’d like to reply.

The expansion hasn’t arrived just yet, but we recommend creators keep an eye on the Meta Business Suite for when the rollout is complete.

Google News adds a customizable Following feed

February 16, 2024 Posted by Liam Walsh Round-Up 0 thoughts on “Google News adds a customizable Following feed”

In June 2023, Google announced that they would be redeveloping their News feature by rolling out a new design for the Following feed on Android. This feed provides the user with updates on topics, locations, and sources that they have customised and selected.

What has Google changed with the Following Feed?

Historically, Google News would allow users to follow whatever topic they wanted whether that was Sports, Politics or Health, for example, as well as the publications (such as the New York Times) as well as their location. The Google algorithm would then collate this information into your ‘For You’ feed. The Following tab would simply list everything that you followed however this has now changed to create a custom board with cards for all the topics, sources, and locations.

Whilst you can’t amend the card’s position in the app they are all linked back to the main hub. Additionally, the app has a recently followed section which will allow users to find something quickly if they would rather not scroll. In general, this redesign has created a more enjoyable UX and users for all to have a more focused experience as well as offering greater control over your News.

Why has Google made the update?

These changes have arrived following Google’s decision to overhaul the Material You, element of Google News earlier in the year. Material You is the new design language, which Google has implemented across all products such as Pixel Watch and Pixel 7 Pro phone. The design is expected to make a user’s experience more customizable and personal.

However, there has been speculation that the redesign is merely laying the groundwork for a product merger with the Chrome browser. Despite this, the update reiterates Google’s commitment to creating a tailored user experience across all its products.

New Amazon beta platform to allow lead generation for non-sellers

February 16, 2024 Posted by Liam Walsh Round-Up 0 thoughts on “New Amazon beta platform to allow lead generation for non-sellers”

Non-Amazon sellers will soon be able to advertise the site with the company launching a beta platform that could be a lucrative new way for companies to reach new audiences. Amazon currently offers display advertising only, however by opening its doors to new customers and allowing companies to generate leads via this platform, they are expanding a marketers advertising portfolio with very valuable audiences.

What are Amazon’s Non-Endemic Ads?

This new ad system will enable businesses who aren’t selling directly on Amazon to run campaigns such as lead generation, to reach Amazon users. The channel will be available for the automobile, travel, restaurant, and education sectors as well as local services.

Additionally, the brands will be able to target audiences using the deep well of Amazon data, which is particularly good for gauging a user’s interests on the site. These campaigns will also run on other Amazon-owned third-party sites such as IMBd and Twitch.

What type of campaigns can a business run?

There will be two options for users, the cost per click campaign (CPC) and the cost per thousand impressions (vCPM) model. For comparison, these mirror the traffic-driving campaigns and brand awareness campaigns in Meta. The CPC should be used for engagement with the impressions tactic being implemented for visibility. In the beta platform, location targeting is slightly limited but you can still reach cities – however, this beta platform is still only available in the US.

Why should advertisers consider Amazon?

Amazon’s is not only the size of its audience but also that it is privacy compliant, which is very important as we head towards a cookieless world. Additionally, the ability to target based on product interaction and purchasing behaviour makes it versatile and different to Meta or LinkedIn.

Whilst we don’t recommend shifting the budget fully towards Amazon, it could be a great way to supplement your campaign and allow brands to reach specific individuals who potentially were hard to reach. If you are in an appropriate industry, we suggest utilising some budget for testing Amazon’s new offering.

Google’s new algorithm utilised to cull fake online reviews efficiently

February 16, 2024 Posted by Maisie Lloyd Round-Up 0 thoughts on “Google’s new algorithm utilised to cull fake online reviews efficiently”

Google exploits AI capabilities to spot and remove fake reviews in a bid to protect brands’ reputations and customer experiences. Google has stated that 45% of fake reviews have been extracted from search and maps.

Negative fake reviews can harm a brand’s online reputation. Impacting the way audiences perceive businesses can cause losses to revenue, tarnishing the rapport of the customer and their trust in the brand.

How does Google AI detect fake reviews?

The algorithmic feature was created and used initially in 2023, with Google seeing approximately 20 million reviews per day. Developers analysed patterns and techniques honed by scammers and fraudulent reviewers.

Teams identified sectors which are targeted and the method in which they are targeting to teach the AI how to recognise patterns. One factor was the repeat offenders who were identified to comment on the same negative/positive reviews across multiple brands or for the same brand repeatedly. The second factor the AI considers is the volume of 1-star and 5-star reviews.

Google discusses this in-depth in their blog.

How do fake reviews impact businesses?

Reviews can be highly influential on where a customer chooses to spend their money, which is why the reviews that are made must be authentic.

False reviews can be harmful to the customer experience in two ways. The first is with positive reviews, they don’t need to be bad to impact the way audiences perceive brands. It has been acknowledged that positive reviews can have a negative impact on customers, leading them to believe that brands are better received by other customers than they actually are.

Negative reviews are just as damaging but impact the business predominantly.  It can impact their reputation which can taint the trust a customer has towards a brand. Customers not trusting brands is poor for brands trying to successfully generate money and grow their customer base.

Faux reviews correlate to poor ranking on the search engine results page, the negative reputation is not beneficial to browsers, and therefore it is pushed lower on the rank.  

Revenue loss is one of the worst outcomes for a business on the receiving end of false reviews. This can have various implications on a business, such as not having the funds to continue employing staff or maintaining stock.  This poses risks to a business’s longevity, as a major loss in revenue is bound to impact the function of a business.

Google SGE comes to a halt in Google Labs

February 2, 2024 Posted by Maisie Lloyd Round-Up 0 thoughts on “Google SGE comes to a halt in Google Labs”

Google SGE, Google Search Generative Experience is a tool currently in testing. Its function will allow those who are browsing to see what content a web page possesses, is about by summarising the content and displaying it on the search engine.

This will allow for efficient browsing of content and connecting users to content that meets their specific search needs.

Why is Google SGE being kept in Google labs?

Google Labs is where all AI functions are tested and pushed out to a wider audience, this allows them to perfect the feature for the user’s benefit. The finishing date for testing was set to the end of 2023, but with 2024 well underway, it has been made clear the feature is not quite ready to leave the lab.

By not releasing the AI feature, we can infer that it is not ready for mass use. As with all AI products, Google needs to be assured that SGE is an effective, secure, and beneficial tool for its users.

How will SGE work?

SGE when applicable, will provide a concise overview based on searchers’ topics. Offering a list of factors and information to think about, giving users a starting point for their searching.

The function will offer a follow-up button which users can click on to filter the search topics, allowing for more relevant and practical Googling. This tool could prove to be a crucial turning point for those with complex search topics. Search ads will also be incorporated into SGE’s features, allowing users to find more brands online.

Creative features like image generation will also be possible with SGE. This function is likely to be incorporated into the search function, Google however has suggested the images could be also placed onto Google Images.

Existing concerns with AI?

AI is still in its development stages, which means there are still minor mistakes made by the AI. Google has listed some of the areas of focus for improvement as being:

  • Hallucinations: Hallucination is the term used to describe false information provided by AI, this typically happens due to a number of factors, including insufficient data training, data biases and assumptions made by the tool.
  • Duplicating and contradictory search results: This could be especially relevant when researching arguments as it may provide content featuring a bias.
  • Nuances of language: This can lead to the AI misinterpreting the content it is scanning and providing to users.
  • Biases in data patterns may still impact the search results provided.
  • Opinion-based content: AI is meant to be unbiased. If the search results consist of predominantly opinionated content, the AI may struggle to find neutral content.

Currently, Google has no set rollout date on the SGE feature, but we’ll be closely watching to see when this comes into effect. If you’d like to know more about integrating AI into your research or marketing strategy, contact our email Info@intelligencygroup.com.

Streamlining your data with Supermetrics & Google Looker Studio

February 2, 2024 Posted by Sean Walsh Round-Up 0 thoughts on “Streamlining your data with Supermetrics & Google Looker Studio”

In today’s digital age, the ability to make data-driven decisions is pivotal for marketing success. However, one of the most daunting challenges marketers face is consolidating data from various sources into a coherent, analyzable format. That’s where the magic of data integration tools like Supermetrics comes into play, particularly when creating comprehensive dashboards in Google Looker Studio.

Of course, none of this is new and anyone working in digital marketing will be familiar with how data visualisation dashboards can be invaluable for reporting. However, many clients aren’t familiar and may still be reliant on viewing data separately in different platform dashboards or via Excel exports. So, this guide is for you!

Data disconnection and complexity

Marketers utilize a plethora of platforms—social media, PPC, SEO, CRM, and more. Each platform generates vast amounts of data, but these data sources often exist in silos, making it difficult to see the bigger picture. The process of manually extracting, cleaning, and consolidating data is not only time-consuming but also prone to errors, leading to less reliable insights.

What is Supermetrics?

Supermetrics is a powerful tool designed to automate the data extraction and consolidation process. It acts as a bridge, connecting your disparate data sources to your analytics or reporting tools. With Supermetrics, you can easily pull data from over 60 online marketing platforms (such as Google Ads, Facebook, LinkedIn, Twitter, and Salesforce) directly into Google Looker Studio, Excel, Google Sheets, and other reporting tools.

Utilizing Supermetrics for diverse data sources

The strength of Supermetrics lies in its versatility. Whether you’re looking to analyze your SEO performance, track your PPC campaigns, monitor social media engagement, or measure your sales funnel, Supermetrics has you covered. It streamlines the process of fetching data from various platforms and prepares it for analysis, saving marketers countless hours of manual work.

Integration with Google Looker Studio

Google Looker Studio, previously known as Google Data Studio, allows users to create customizable dashboards and reports. When Supermetrics is used in conjunction with Google Looker Studio, it transforms raw data into visually appealing and informative dashboards. Here’s how you can leverage Supermetrics for Google Looker Studio:

  1. Connect Your Data Sources: Use Supermetrics to connect your marketing platforms with Google Looker Studio. This is as simple as adding Supermetrics as a data source and selecting the platforms you wish to integrate.
  2. Automate Data Import: Schedule automatic data refreshes to ensure your dashboard always displays the most up-to-date information.
  3. Customize Your Dashboard: Utilize the drag-and-drop interface of Google Looker Studio to create custom reports that highlight the KPIs most relevant to your marketing objectives.

Innovative Data Visualization techniques

With the foundation set, it’s time to get creative with your data visualizations. Here are some innovative ways to present your data in Google Looker Studio using Supermetrics:

  • Multi-Channel Performance Overview: Create a comprehensive dashboard that showcases your performance across different marketing channels, allowing you to easily compare and contrast their effectiveness.
  • Customer Journey Funnel: Visualize your customer’s journey from initial contact to sale, highlighting areas of strength and opportunities for improvement.
  • Real-Time Campaign Tracking: Set up dashboards that track the performance of your marketing campaigns in real-time, enabling quick adjustments to optimize results.
  • Geographical Heat Maps: Understand where your efforts are paying off by visualizing customer engagement, sales, or any other key metric by geographical location.
  • Competitor Benchmarking: Use Supermetrics to pull in public data on your competitors and create dashboards that benchmark your performance against theirs.

Conclusion

In a world where data is king, having the right tools to effectively gather, analyze, and present this data is crucial. Supermetrics offers a lifeline for marketers drowning in data, simplifying the process of data consolidation and visualization. By harnessing the power of Supermetrics and Google Looker Studio, marketers can unlock insights that were previously hidden, driving smarter, data-driven decisions that propel their businesses forward.

Ready to transform your marketing analytics strategy? Explore how Supermetrics can streamline your data integration and visualization processes today. Speak to us about building your very own digital performance dashboard today.

Meta introduces fresh tools for brand protection against intellectual property infringement

February 2, 2024 Posted by Liam Walsh Round-Up 0 thoughts on “Meta introduces fresh tools for brand protection against intellectual property infringement”

Meta has recently introduced new tools to protect brands digitally from threats such as unauthorised use of their brand and intellectual property. This includes the updated Brand Rights Protection suite, which will identify and then action any content that is infringing upon a brand and a new IP reporting section where brands can submit issues.

What is different about Meta’s new brand right protection

The new system offers users more advanced tools to monitor infractions and respond to any misuse of their trademarks. Meta has achieved this by improving the capabilities of their matching algorithm, and searches and by expanding their reference library. This means they can respond more quickly to violations, and this is in large part due to the new cross-surface searching. This enhancement has allowed multiple searches across numerous areas of Meta such as ads, commerce, posts, and accounts. Consequently, it has removed the need for repeated searches, and this has streamlined the process.

The intellectual property report centre

Additionally, Meta has created a new IP Reporting Centre which has the purpose of reporting on any infringements. Users will be able to save their account information and see a history of their reports, making the management of this process much easier. Additionally, you can log in using your personal Facebook, Instagram or Business Manager details.

Empowering image protection on the platform

Rights owners will be able to manage and protect their image content more effectively in 2024 as these new updates have introduced the capability to automatically block unauthorised images and allow users to action numerous violating images at once.

More protection for businesses

As well as the tool upgrade, Meta has also rolled out a new business-specific resource that will help protect brands on Meta platforms. If you enter the Meta for Business website, you’ll find the new upgrades for brand protection which can resolve issues and monitor for any attacks.

Vigilance is still required by brands when using social media platforms, however, it is comforting to know that Meta has started 2024 by upgrading its existing tools in order to support brands online and protect their identity.

Exploring Microsoft’s Retail Media Creative Studio and its place in the AI ad creation market

January 26, 2024 Posted by Sean Walsh Round-Up 0 thoughts on “Exploring Microsoft’s Retail Media Creative Studio and its place in the AI ad creation market”

In the dynamic field of digital advertising, Microsoft’s Retail Media Creative Studio emerges as a groundbreaking tool. This platform is not just another ad creation software; it represents a significant leap forward in how digital ads are crafted. By integrating advanced AI technology, it offers a unique solution that addresses common challenges faced by digital marketers in ad creation and campaign management.

What is Microsoft’s Retail Media Creative Studio?

This innovative tool from Microsoft harnesses the power of artificial intelligence to streamline the ad creation process. At its heart, it’s designed to take the complexity out of creating digital banner ads. By inputting a simple product URL, the tool can generate visually appealing and effective ads almost instantaneously. This is a significant departure from traditional methods, where ad creation is a time-consuming process involving multiple steps and collaboration between various teams.

In the realm of AI-driven ad creation tools, Microsoft’s Retail Media Creative Studio faces competition from several innovative platforms. Adobe’s Creative Cloud suite, particularly with its AI capabilities in Adobe Sensei, is a notable competitor, offering a range of design and marketing tools that leverage AI for content creation. Google’s various advertising solutions also present competition, especially with their advanced targeting and analytics features. Additionally, smaller, specialized AI marketing tools are emerging, offering niche solutions and innovative approaches to ad creation and optimization in the digital space.

How does it work?

The process begins with the user inputting a product URL into the Retail Media Creative Studio. From here, the AI takes over, analyzing the product and its attributes. It then uses this information to generate a banner ad that not only looks great but is also optimized for performance. The AI considers factors such as brand guidelines, current design trends, and performance data to ensure that each ad is not only in line with the brand’s identity but also poised to perform well in digital spaces.

You can watch Microsoft’s video about how the tool works.

Benefits for digital marketers

  • Time-Saving: It significantly cuts down ad creation time.
  • Brand Consistency: Ensures ads consistently reflect your brand’s style.
  • Optimization: AI-driven optimization for better ad performance.
  • Scalability: Easily handles a large volume of ads for various campaigns.
  • Cost-Effective: Reduces resource expenditure on ad creation.

In essence, Microsoft’s Retail Media Creative Studio offers a practical, efficient, and intelligent solution for digital ad creation, making it a valuable asset for marketers in today’s digital landscape.

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