Hello and Happy Tuesday!
This week we’re covering how to tailor your content for SERP feature visibility, how to determine if your website is ready for Dynamic Search Ads, and why written content should still be a priority over video. We also look at Facebook myths and misconceptions surrounding data use, and deep linking for mobile marketers.
From the ongoing investigation surrounding Cambridge Analytica, it’s come to be revealed how Facebook is tracking and storing data from its users. Andrew Hutchison (un)covers some of the surprising findings of just how the social platform is keeping tabs on its users and breaks down myths and misconceptions. Even though it admits that this is something a user has to expressly agree to, Facebook has been tracking call and SMS data on Android phones. Facebook keeps video content that you recorded within the app but never sent or posted. The platform will scan your private messages if flagged but it is not listening to your private conversations when calls are made.
Luke Richards looks at Google’s rich results features and how you can tailor your content to suit each feature. When optimizing for Answer boxes, it’s important to create content that is clear and concise and that it answers a well-searched key phrase. Videos will always rank, sometimes even if a domain doesn’t appear on the first page of results. Businesses can upload their information to Google My Business, making it easier for Google to display this information in results like maps, snippets and knowledge panels. Optimizing images can make them very visible in Google, much like video, even if a domain is not listed on page one.
Michael Brenner looks at why written content is still preferred over videos and why it should be an important part of your strategy. Written content is cheap to produce—a professionally created video can be costly whereas a blog, if written well, can produce a level of interest in your business as well at a fraction of the cost. Content helps SEO and the more that you can make it appealing, the more people you can reach. Content gives you the opportunity to position your business as a leader, resulting in brand trust. Written content can provide the information a person needs much quicker, it’s not intrusive with sound, and it can help further a lead along by providing useful information about a product or service.
Michelle Morgan runs through the three best practices (content, CTA and information accuracy) for Dynamic Search Ads and if your business is a good fit for this paid search tool. When it comes to content, your website must have strong product/service descriptions, avoid the use of buzzwords, and limit the use of images to tell a story. Keeping content and any other information on your site current and up-to-date is important for a DSA to function properly. And lastly, having a clear call to action, the idea being that a user will land on a page, get the information they need and make a purchase.
Shani Rosenfelder explains deep linking and why it’s an overlooked tactic that you should be implementing as a mobile marketer. Deep linking helps to bridge the user experience in an environment where a user will jump from different applications (web to text to email, etc). Deep linking is a method to be able to drive a user to a very specific destination URL. Some strategic uses for deep linking are from Mobile web to App, Email, Social, and SMS/Referrals. Marketers can utilize deep linking to direct a user from a mobile site to a company app, from a social platform to a specific destination in an app, and place a direct link in an email to direct the reader to a specific place within an app. Deep linking is a way to create a fluid experience and to keep a user engaged.