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Google Announces New Search Updates

Google has announced a range of new updates for search, which provide varying levels of functionality for brands, and are worth noting within your SEO approach.

The main focus is on helping people find the information they need, so they’re not specifically aligned with brand queries. But some of them will be search considerations – here’s a look at some of the new elements and what it could mean for marketers.

Spelling

“We’ve continued to improve our ability to understand misspelled words, and for good reason—one in 10 queries every day are misspelled. Today, we’re introducing a new spelling algorithm that uses a deep neural net to significantly improve our ability to decipher misspellings. In fact, this single change makes a greater improvement to spelling than all of our improvements over the last five years.”

This won’t be a significant consideration of SEO, given that it will only help users find the right query for their search. But, of course, you should ensure that your web pages are spell-checked.

Passages

“Very specific searches can be the hardest to get right, since sometimes the single sentence that answers your question might be buried deep in a web page. We’ve recently made a breakthrough in ranking and are now able to not just index web pages, but individual passages from the pages. By better understanding the relevancy of specific passages, not just the overall page, we can find that needle-in-a-haystack information you’re looking for. This technology will improve 7 percent of search queries across all languages as we roll it out globally.”

Again, this is probably not a major SEO consideration, as it will be relative to each query – you should answer common questions as best you can in the hopes of matching audience demand. But it could change where your pages are ranked for each query, which could subsequently impact your performance stats. 

Subtopics

“We’ve applied neural nets to understand subtopics around an interest, which helps deliver a greater diversity of content when you search for something broad. As an example, if you search for “home exercise equipment,” we can now understand relevant subtopics, such as budget equipment, premium picks, or small space ideas, and show a wider range of content for you on the search results page. We’ll start rolling this out by the end of this year.”

It looks like Google is going to show users more subtopics as clickable options within search results, which could be an important SEO consideration, as you’ll need to match your listings to each relevant category.

For a more detailed look at each new element and how they can improve your business’s search optimization, follow this link.

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Digital Marketing predicted to soar in 2021

No one could have predicted where 2020 would take us: The last six months alone have produced more transformations in digital marketing than the last decade, with every transformation effort already underway finding itself accelerated, and at scale.

So what does this mean for 2021? Will core technologies like SEO and data analytics still dominate headlines, or will we see newer, previously emerging technologies take the lead? With 5G set to finally set to go mainstream next year, the possibilities seem endless and only time will tell.

These days, many businesses decide to focus on their marketing themselves but this can be a massive mistake. The truth is that SEO is extremely complicated and there are always new things to be learnt. In fact, many digital marketing companies find it hard to keep up with the latest tech and features. So, as digital marketing becomes more complicated, this industry is set to prosper in 2021. With LinkedIn ranking ‘Digital Marketer’ as one of the most in demand jobs of 2020, more businesses will outsource this kind of work in order to leave it to the experts.

We all know that the time is tough but you should not panic. Instead, you should focus on optimizing this condition. And a professional SEO agency can be a ray of hope during this ‘endless’ darkness. You can stick to optimizing SEO and other digital marketing strategies to overcome this drastic situation.

The key for your business’s success is to stay visible, as we face the reality of a potential second lockdown, it is no doubt the best time for businesses to make the most out of digital marketing tactics to drive more and more potential customers.

Since everyone is at their home, they typically want something to utilize their time. Hence, you can hire a digital marketing company and find the most effective and winning ways to connect with your existing as well as potential customers by sharing the customized and contextualized message with them.

Using every possible medium to keep in touch with your targeted customers can be a daunting task. Facebook, Twitter, LinkedIn, and Instagram are some of the most popular social media platforms where people give reviews and share their experiences about a certain service or product with others. You can join the conversion and utilize these platforms to learn more about the interests, needs, problems, etc. of your customers. Simply put, you can maximize these platforms to improve your online visibility and increase sales.

Here at Boss Digital, we help deliver integrated omnichannel marketing campaigns across search, SEO, social & display advertising that help our clients reach their marketing and advertising goals.

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LinkedIn Updates Marketing Partner Community

LinkedIn has announced an update to its Marketing Partner Program, which is designed to make it easier for businesses to find the right experts to assist them with each element of their LinkedIn marketing and growth process.

As explained by LinkedIn:

“Today we’re announcing updates to specialties – how you work with our partners – which will make it easier for you to find the right solutions for your marketing on LinkedIn. Whether you’re looking to create content, grow your brand, convert leads, or measure the impact of your investments, our LinkedIn marketing partners are here for you.”

LinkedIn have announced new marketing partners that can help businesses in 3 fundamental ways. 

  1. Partners are technology-enabled. They have access to the full suite of LinkedIn Marketing Solutions APIs that enable them to build self-service and enhanced service offerings above and beyond LinkedIn’s set of business tools. 
  2. Partners work alongside LinkedIn to create customer value. From product training to insights and support, marketing partners have access to the resources they need to produce results. 
  3. Partners operate as a community. As a community, you have infinite combinations of solutions for your marketing on LinkedIn. Where one partner’s solutions stops, another picks up for business continuity and efficiency. 

LinkedIn now provides dedicated third-party support in:

Page Management — Partners for page management can streamline activities across social channels, reducing the time and resources needed to maintain an effective publishing strategy. 

Content & Creative — From narratives, white papers and videos to individual posts, these experts will deliver you content and creative on time and in-budget.

Audiences — Targeting is the key to improving the efficiency of your ad investments. Partners for audiences enable you to bring your data or a partner’s data into Campaign Manager to enhance LinkedIn’s native targeting facets. 

Campaign Management — There are endless opportunities for testing and optimizing LinkedIn ads. The right partner for campaign management will help you get started, scale efficiently, and improve the return on your spend.

Lead Generation — Adding a partner for lead generation to the mix may be the fastest and easiest way to get immediate value. These partners will automatically route leads to the platform of your choice, saving you time from manually downloading lists and enabling sales to follow up quickly. 

Reporting & ROI — Partners for reporting & ROI build robust reporting for LinkedIn alongside all your other marketing programs to show a holistic view of campaign performance data and visualize return on investment.

Insights — It can be time intensive to surface the right content and audience insights for your marketing strategies and tactics. Partners for insights will uncover the information you need to build informed content and campaigns for LinkedIn.

You can read more about LinkedIn’s Marketing Partner Program here.

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Instagram Publishes Guides on How to Maximize Instagram Shops

As we head into the peak holiday shopping season, Instagram has this week published a new set of guides on how businesses can utilize Instagram shops, in order to reach potential customers via the platform.

Facebook first announced Instagram Shops back in May, and they’re gradually being made available to all businesses. And for those who can access the option, it could be a great way to maximize your holiday sales, tapping into the engagement of Instagram to grab customers as they browse through their feeds.

Instagram’s new ‘The Season for Shops‘ mini-site includes a range of guides, covering each aspect of the Instagram Shop set-up process.

Several step-by-step guides have been released by Instagram, accompanied by graphics and visual descriptions. Specific overviews for Instagram shops, shopping tags and creating collections have been released.

With over a billion active users, and 80% of those users following brands specifically for product updates, there’s clearly an active base of potential shoppers on the platform. 

Making it easy for them to go from your latest image to owning that item could lead to significant results, and with shopping tags available in all elements, there’s a lot of opportunity. 

You can check out the various new Instagram shopping guides here.

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Facebook launches new business app

Facebook has launched a new app designed to make it easier for businesses to manage in a single place their pages and profiles across Facebook, Instagram and Messenger.

The app, Facebook Business Suite, combines access to the business’s key updates and priorities, and offers a way to draft and schedule feed posts for both Facebook and Instagram, view insights and create ads.

To use the new app, business will first need to link their Facebook and Instagram business accounts, if they hadn’t already.

Once logged into Facebook, the Business Suite can be accessed on the desktop at business.facebook.com. On mobile, users of the existing Pages Manager App will see an option to join Business Suite instead. The app will also become available as a standalone download for both iOS and Android.

Inside Business Suite, business owners will be able to see critical alerts, messages, comments and other activity taking place across Facebook and Instagram right in the new app’s home screen. They can also set up personalized saved replies here, in order to respond to common customer inquiries.

The app offers tools for creating feed posts for Facebook and Instagram, scheduling posts and provides insights on what’s working. Here, businesses can view their posts’ reach, engagement and performance across both Facebook and Instagram. They can also choose to create an ad to help boost that engagement and grow their audience, if needed.

Facebook says it’s initially building Facebook Business Suite with the needs of small businesses first, as so many have been forced by the pandemic to find new ways to reach customers and sell online.

However, the long-term plan is to build out a set of tools that can be used by all businesses, including larger ones. The company aims to address that market sometime next year. Business Suite will also expand to include WhatsApp in the future.

Facebook says the Business Suite will gradually roll out during the month of September.

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Three Ways To Determine Your Digital Marketing Budget

Setting a digital marketing budget can be tough. Especially during these uncertain times, so how do you think through how much you should be spending and what the potential return should be?

Now could be the perfect time to re-evaluate your company’s digital marketing strategy and how much money you should be investing in it.

Here are three simple ways to establish a budget based on data.

1. Cost Of Advertising

How much will it cost you to acquire a customer? Answering this simple question will provide high-level guidance on whether advertising will be an expensive or relatively cheap proposition. It can also give you an idea of how many customers you can expect based on what you’re spending.

Working out the return on investment will help your company evaluate the efficiency of an investment in digital marketing.

2. Revenue Per Customer

Establishing a cost per acquisition (CPA) goal will allows you to still see a return. Running your first campaign will quickly let you know whether achieving that CPA goal is realistic, or whether you need to adjust. Remember, you’ll see different costs per acquisition for different channels, so it’s important to test different ways of marketing to prove out those costs.

Lastly, it’s important to know what your actual revenue per customer is. Ideally, you’ll want to know the lifetime revenue a customer represents — sometimes short-term revenue may be low, but recurring revenue can be a much larger opportunity.

3. Percentage Of Your Total Revenue

Finally, looking at your marketing budget as a percentage of your total revenue tells you how much you should be spending based on your size. If you’re a large company, you’re unlikely to move the needle with a very small budget. Take a look at the competitive benchmarks for other companies by industry.

Here at Boss Digital, Our creative team help our clients to communicate their digital brand better.

We specialise in ecommerce web design for startups and SME’s in the following industries, beauty, food, local services including solicitors, accountants, GP’s, Online retailers, Car Hire companies and the manufacturing industry.

If you are thinking about updating your website please get in touch with us today.

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WordPress 5.5.1 Fixes Millions of Broken Sites

WordPress is publishing a maintenance release that fixes issues that broke millions of websites.

In July, we reported that WordPress released WordPress 5.5 Beta 1 available for testing, but it seems all did not got to plan as the new update negatively affected millions of websites.

WordPress 5.5 negatively impacted millions of websites, it is for that reason that a patch was urgently released last week, September 1, 2020.

New information published, describes why WordPress 5.5 had such a negative impact. The website is now publishing a maintenance release, version 5.5.1.

The announcement about what went wrong linked to a spreadsheet naming hundreds of plugins and themes that were affected. There initially was casual speculation that the impact was relatively small and limited to thousands of websites. But that wasn’t the case.

The spreadsheet also notes what the specific issue is for each plugin and theme, which will help software developers fix their plugins and themes.

A blog post released on their website last week explained the issue surrounding the new update, “In WordPress 5.5 the global JavaScript objects listed below were removed without being deprecated. WordPress 5.5.1 adds a backfill for these globals so they no longer cause JavaScript errors.

“The plan is to remove this fallback code in two major versions, so this will be deleted in WordPress 5.7. This gives plugin and theme developers ample time to remove the conflicting code and switch to using wp.i18n”

A maintenance release has been published, version 5.5.1. It is designed to serve as a patch to give time for plugin and theme developers to update their software.

The announcement about what went wrong linked to a spreadsheet naming hundreds of plugins and themes that were affected.

The spreadsheet also notes what the specific issue is for each plugin and theme, which will help software developers fix their plugins and themes.

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How to Utilise Digital Marketing During The Recession

As the UK come to terms with the ‘new normal’ following a devastating pandemic, UK businesses are now facing their biggest financial challenge in almost 100 years.

Businesses need to utilise digital marketing during the recession to pull through the other side stronger than ever. Digital content will always be key for any modern-day business. If your customers can’t find you and your content, how can they buy from you?

Content will always be key, from blog posts, articles to images, video, and just about anything else that could be seen, consumed, and digested by people potentially interested in your product or service.

The challenge is maintaining a consistent content stream across your channels and knowing what content works for what platform. Why is this important during a recession? It keeps the customer informed, it highlights the strength of your business and demonstrates an active, engaging role in the market.

The trend of more people staying at home is set to stay throughout the start of the recession, with more people staying at home with both remote work and redundancies beginning to rise. With so many people staring at their phones, doubling down, or at the very least, turning attention to any business’s social channels is a marketing hack that all will benefit from.

Remember, a website works harder than any employee, however, the statement is only valid if your business website is of high quality.

Everything from the user experience, mobile capability, images and fonts used should be carefully considered, ensuring that your website rises above competitors. A strong website, straightforward user journey, and intelligent call to action will illuminate your business apart.

A dedicated digital marketing team in place to help with everything on the web, such as Boss Digital is often the next step for businesses.

Outsourcing doesn’t just mean getting the outstanding work from industry experts in their field to maximise your business. Leading marketing teams, arrive with a wealth of benefits beyond the sales package and obvious benefits – meaning you can relax safely in the knowledge that your business is in the hands of digital team of experts.

Here at Boss Digital, Our creative team help our clients to communicate their digital brand better. We specialise in ecommerce web design for startups and SME’s in the following industries, beauty, food, local services including solicitors, accountants, GP’s, Online retailers, Car Hire companies and the manufacturing industry. If you are thinking about updating your website please get in touch with us today.

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LinkedIn announces new Sales Navigator features

LinkedIn has launched new updates to its Sales Navigator solution, with the intent to provide insight and simplify activities that allow businesses to build and maintain new and existing relationships with accounts and prospects virtually.

In what continues to be a unique and challenging moment in history, buyers and sellers, alike, are adjusting to a new normal.

In their blog, LinkedIn announced new features to help businesses tackle these new challenges and put their buyers first through intelligent action, simplified day-to-day activities, and consistent insight into keeping relationships warm.

These new features include:

  • Buyer Interest Alerts that provide insights into buyer intent based on their interactions with a business’ website, alerting marketers to potential engagement opportunities;
  • Relevancy for Alerts, which positions marketers and sales reps to organize Buyer Interest Alerts for a more customized and timely buying experience;
  • Insights via list enhancements that allow sellers to organize and access their data into lists that enable marketing and sales teams to better maintain relationships with leads, contacts and accounts through precise interaction; and
  • CRM Sync Enhancements, which marketing and sales can use to simplify their daily processes, including auto-saving lead, account and contact data to increase their teams’ effectiveness when fostering customer relationships.

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Facebook Updates Fact-Checking Ratings

Facebook has announced its latest updates regarding fact-checking in a statement released last week.

In the statement, the Facebook update outlined its approach to providing additional context for information that might not be outright false. The company released new ratings for its Third-Party Fact-Checking Program to help provide more clarity about misinformation flagged by its partners.

“We are announcing two new ratings to provide our fact-checking partners with more latitude to better reflect their research, and to help ensure that people who come across these posts have more precise information to judge what to read, trust, and share.

“The first rating, called “Altered,” is designed specifically for videos and images that have been manipulated in ways that could mislead people. For example, an edited video that shows someone shaking someone’s hand when they didn’t. Or an image where someone used Photoshop to depict a person at a location that they weren’t actually at.

“The second rating, called “Missing Context,” is designed for content that may mislead without additional context. Over the past few months, our fact-checking partners have increasingly flagged examples of this type of content to us, which wasn’t accurately represented by our existing ratings.

“During the COVID-19 pandemic and heading into the elections in the U.S. and around the world, we realize how important it is for people to understand what they’re seeing when they’re using our services and then judge its worth. We’ll begin to roll these new ratings out globally throughout the coming weeks.”

The new Facebook update also announced that opinion pieces, even ones that are framed as op-eds or editorials, are not exempt from being fact-checked. “Why? Because presenting something as opinion isn’t meant to give a free pass to content that spreads false information,” the statement read.

“This content is generally not eligible for fact-checking because we don’t want to interfere with individual expression. But there is an important exception. If content is presented as opinion but is based on underlying false information – even if it’s an op-ed or editorial – it’s still eligible to be fact-checked.”