Issue #35: Google's November 2024 Update - What to Know, Tips for Using LinkedIn Video, and An Honest Review of HubSpot's Free Tools

Welcome to this week’s issue of WIN-Bound. Today, we’re unpacking the latest news in digital marketing, starting with yet another core update from Google - we’ll look at how this update impacts your SEO strategy and what you need to do to stay ahead.

Next, we’ll take a look at the growing trend of short-form video on LinkedIn. With video posts achieving 3x the reach of written content, now is the perfect time to try out video. I’ll share tips to help you create engaging videos that resonate with your audience.

Finally, for those curious about HubSpot’s free tools, you won’t want to miss my honest review of their capabilities. I’ll answer the common questions I get asked all the time and provide advice on how to best maximize these tools for your business.

Let’s get into it!

What to Know About Google's November 2024 Core Update

Google released its third core update of 2024 on November 11th, with the rollout expected to take about two weeks to complete.?

This update aims to improve search result quality by prioritizing genuinely useful content and demoting content created primarily for search engine performance.

Let’s take a deeper look at what’s set to change and what it means for your SEO strategy.

What are the Main Impacts and Trends?

1. AI Overviews Affected: Changes in the core ranking algorithm are reflected in Google's AI Overview feature, with significant overlap between AI Overview citations and organic search results.
2. Quality Content Emphasis: The update continues to prioritize authoritative and beneficial content, potentially impacting sites with superficial or recycled material.
3. E-E-A-T Importance: Expertise, Experience, Authoritativeness, and Trustworthiness remain crucial factors, especially in critical sectors like health and finance.
4. SERP Fluctuations: Significant changes in search results are expected, particularly in competitive industries.
5. Mobile Optimization: The update further emphasizes the importance of mobile-friendly content.

What Can Marketers, SEOs, and Website Owners Do to Prepare?

• Focus on creating high-quality, original content that provides value to users.
• Ensure your website demonstrates genuine expertise in your field.
• Optimize for mobile devices and improve overall user experience.
• Monitor your rankings and traffic, but avoid making hasty changes.
• Continue to prioritize content that serves your audience's needs rather than solely focusing on search engine performance.

Remember, the full impact of this update may take several weeks to show itself. The core updates from Google have continued to stress the importance of familiar best practices in SEO. However, it’s important to stay informed and adapt your content strategy based on the insights.

Using Video on LinkedIn: The Silver Bullet to Boosting Reach and Engagement

As LinkedIn continues to evolve, short-form video content is emerging as the best way to increase your reach and engagement.?

As a recent study illustrates:

• Video posts consistently achieved 3x higher reach than written content
• Video posts averaged around 250,000 views
• The most successful video reached a staggering 774,000 impressions

LinkedIn has also reported that video content receives 5x more engagement than text posts.

Video content performs well on LinkedIn. If you’re interested in trying it out. Here are some tips to guide you:

Key Factors for Video Success

So, what makes a good video on LinkedIn? Here’s a look at what the data tells us:

• Optimal Length: Videos under 3 minutes performed best
• Presentation Style: Direct-to-camera approach was most effective with amateur-looking videos outperforming a more polished, heavily-edited style
• Posting Time: Morning posts between 9-11 AM EST showed higher engagement

Here are LinkedIn’s Best Practices for Video Content:

• Hook Your Audience Early: Capture attention in the first 3 seconds with a compelling opening
• Keep It Concise: Aim for videos between 15 seconds to 3 minutes
• Use Captions: Add subtitles to make your content accessible and engaging with sound off
• Be Authentic: Show your personality and create a genuine connection with your audience
• Encourage Interaction: End your videos with a clear call-to-action to boost engagement

If I Can Do It, You Can Do It - My Experience with LinkedIn Video

Recently, I experimented with these tips in creating a short-form video for LinkedIn.

You can check out my video here.

This post was one of my better-performing posts of all time.

Give it a shot and tag me in your post!

An Honest Review of HubSpot's Free Tools

Usually, in this section of the newsletter, I share an exciting new feature or tool in HubSpot and give you my breakdown of how to use it.

This week, I thought I would share something a little different for those of you who are not HubSpot users.

I often get asked about HubSpot’s free tools - questions like:

“Are they really free?”

“Are they even worth it?”

“Just how limited are they?”

So I thought I would take the time to help you answer these questions and more if you’re considering checking out HubSpot’s Free tools.

How to Get the Most Out of HubSpot’s Free Tools