JB’s LinkedIn Update 4th September 2024
Jeremy Beckett
Director / Founder of Belmore Digital | Expert Digital Marketing Consultant | SEO, PPC, Social, Content, Performance, Email, Conversions, and Information Architecture
This week’s JB's Digital Updates are mostly about staying competitive. Benchmark Your Success, Legal Showdowns, and Peak Season Prep. GA4 now lets you see how you stack up against your industry peers, Yelp is taking Google to court over local search dominance, and it’s time to get your PPC campaigns in top shape for peak season. Read on for the latest insights and actionable tips (or you can watch the YT vid below).
PPC Peak Season: Five Essential Tests to Run Now
With peak season on the horizon, now is the time to fine-tune your PPC campaigns to ensure they deliver when it counts. According to Search Engine Land, running specific tests now can provide crucial insights for optimising performance during high-traffic periods.
Start with channel diversification to explore new platforms that might better reach your target audience. Then, focus on landing page optimisation to boost conversion rates. Don’t forget to experiment with seasonal creative and offers to find what resonates most. Incrementality testing helps you determine the true impact of your ads, while default settings testing ensures you’re not wasting budget on platform defaults.
Action Point: These tests are your roadmap to a successful peak season. Try some or all of them to improve your campaign outcomes. Ready to optimise your PPC strategy? Let’s discuss your PPC campaigns and prepare for a profitable shopping season ahead.
Yelp Sues Google: Local Search Monopoly Allegations
Yelp has launched a lawsuit against Google, accusing the tech giant of using its search dominance to unfairly promote its own local search products, as reported by Search Engine Land. Yelp argues that Google’s practices harm competitors and limit consumer choice by prioritising its own services in local search results. This lawsuit is part of a broader antitrust scrutiny Google is facing, particularly concerning its influence in search and advertising markets.
For digital marketers, this development is significant. If Google’s practices are curtailed, it could open up more opportunities for other local search platforms, potentially altering the dynamics of local SEO. Businesses that rely heavily on local search visibility should keep an eye on this case, as it could impact how local search rankings are determined in the future.
Action Point: Stay informed about the outcomes of this lawsuit, as it could influence your local search strategies. If you’re concerned about how this might impact your business, let’s discuss optimising your local SEO approach to ensure you’re prepared for any changes.
Google Analytics 4 Introduces Benchmarking Data: A New Way to Measure Up
Google Analytics 4 (GA4) has rolled out a new benchmarking feature, giving businesses a powerful tool to compare their performance against industry peers. As highlighted by Search Engine Land, this feature allows users to access anonymised, aggregated data across various metrics, such as acquisition, engagement, and retention. By opting into this feature, you can see how your site’s performance stacks up against others in your industry, providing valuable context for strategic decision-making.
This new benchmarking capability is particularly useful for identifying areas where your business might be lagging behind or excelling. With insights refreshed every 24 hours, it offers a dynamic view of your competitive landscape. However, to access this data, you need to ensure that your GA4 property has the “Modeling contributions & business insights” setting enabled in your account settings.
Action Point: If you haven’t already, it’s time to explore this new benchmarking feature in GA4. By understanding how you compare with industry peers, you can make more informed decisions to improve your performance. Need help navigating GA4’s new features? Let’s discuss how we can optimise your analytics strategy to leverage these insights effectively.
领英推荐
Cross-Device Optimization: Ensuring Your App Is Part of the Bigger Picture
As mobile usage continues to dominate, it’s critical that your app fits seamlessly into a cross-device strategy. MarTech highlights how apps offer faster, more personalised experiences compared to mobile websites. They play a key role in engaging users across multiple devices by providing consistent, synchronised interactions, from push notifications to deep links.
To maximise your app’s effectiveness, ensure it supports the entire customer journey. This means integrating the app with other digital channels, such as email and social media, to create a unified user experience. It’s also vital to manage communication frequency carefully—overloading users with notifications can be counterproductive.
Action Point: Consider how your app contributes to your overall digital strategy. Ensuring it integrates well across devices can significantly boost user engagement and conversions. Need help optimising your app for cross-device success? Let’s talk about enhancing your digital strategy to make your app a key player.
Google Taps Into OG Title Tags for Search Snippets
Google has added the og:title meta tag to its arsenal for generating title links in search result snippets. Traditionally used by social platforms like Facebook and Twitter, the og:title tag could now dictate how your content is presented in Google’s search results. This update means that the tags you’ve optimised for social media visibility could also influence your search rankings and user engagement in Google.
For digital marketers, this is a shift. Ensuring your og:title tags are optimised becomes critical not just for social sharing but also for search visibility. If your tags are outdated or poorly crafted, you could miss out on potential clicks and traffic.
Action Point: It’s time to review and refine your og:title tags to align them with your SEO strategy. Consistency between your title tags and og:title tags could improve your search performance. Need help optimising your content? Let’s discuss your strategy and make sure you’re taking full advantage of this update.
Recent Belmore Digital Articles:
You may have missed these articles and be champing at the bit to read them :-)
Thanks, JB :-)