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THE MONDAY BRIEFING – 19 DECEMBER 2016

It’s been a while, but we want to wish you a warm welcome back to our Monday Briefing! This week we are covering more Interesting Reads than News, but overall, we are here to start your week off fresh!

In the News section, we have the announcement by Facebook on updating its metrics on ad reach, streaming reactions and like-share counts.

In the Interesting reads section, we have: How you can improve the Checkout conversion rate, What can be learned about SEO in 2016, and an interesting debate on whether the AMP links are slowing down a website’s speed. 

Let’s dive right in!

News:

Facebook corrects more metrics affecting ad reach, streaming reactions, plus likes and share counts

Every company wants to make their platform more user-friendly and also help advertisers and publishers make the maximum use of their Facebook pages. Thus, last week Facebook launched three updates to its metrics which would help the enhancement of using the social media platform.

1. Ads Creation: Improvement to estimated reach methodology

To help advertisers reach their potential users better, Facebook has updated the ad creation with an estimated reach tool displaying overall potential reach and estimated daily reach for campaigns.

2. Live Video Metrics in Page Insights: Reallocating Streaming Reactions Counts on Posts

Live Video has been one of the major tools used by many users and publishers. Thus, Facebook wants it to be perfect. Facebook has updated the streaming reactions metric, which was misallocating previously. It used to register just one reaction per user, whereas now a user can register for more reactions. Thus, Facebook has fixed this issue, helping increase “reaction on post” metric by 500%.

3. Like, Share Buttons and Mobile Search Discrepancy

Facebook has observed that the likes and share counts in the Graph API appears differently from the counts when a URL is entered in the Facebook Search bar of the mobile app. Facebook is working on this and will be able to update this issue by end of the year to the publishers.

To read more about it, have a look here.

Interesting Reads:

Five Ways to Improve your Website’s Checkout Conversion Rate

If you have an e-commerce website, you know it’s important to keep track of pages where the customer visits or points where the customer leaves the website. Amongst the numerous metrics to be measured, one of the most important touch points is the ‘Checkout Conversion Rate’. The checkout page is where the website makes money, and the website is usually structured in a way that the checkout process of a particular product is made easy, where both the business and customer are benefitted. So, let’s look at five ways you can improve the website’s conversion rate:

  1. Experiment with free shipping– Free is a word which attracts any customer on earth, thus having free shipping makes it easier for the decision process. Also, according to a research, maximum dropouts have been due to the shipping and handling fees.
  2. Make the signup process less painful – The signup up process should be made for users, as they would want the process quick and easy. A guest checkout is recommended always.
  3. Clear calls to action – The call to action button must be simple, like proceed, go, back, and apply, for the user to understand the checkout process clearly.
  4. Remove all distractions at the checkout page – The checkout page must be made simple and the unnecessary aspects must be removed. These aspects will only confuse the user and not help the business make much money
  5. Ask for essential information only – When asking for the user to checkout or signup, only the essential information must be grabbed so that the user is confident they’re providing only the necessary details and their privacy isn’t compromised.

Would you like to know more on how to improve the checkout conversion rate metric? Have a read here.

What are some of the most learned components of SEO in 2016?

2016 is coming to an end, and the year has been pretty significant for the SEO experts. Search Engine Optimization being one of the important aspects in the online marketing world has been evolving over the years. 2016 was no different, as many changes and new aspects were introduced. Let us look what has been collectively learned about SEO this last year and the predictions for 2017, as from the experts at Search Engine Land. 

SEO has been a growing industry from year-to-year, despite many experts saying SEO is dead, but that is not completely true. SEO is difficult to achieve, and many of the agencies who know the real skills to make a website reach the top of search engines are taking advantage of it.

The changes in Google’s search algorithm have made great changes to results every time. Google usually makes 500 changes every year and this year there were four memorable updates which kept the search marketers busy. They were Penguin 4.0, Possum, Divided Index, and Mobile-friendly algorithm boost.

The rise of AI has also not gone unnoticed and though is not as prevalent at the moment, it is predicted to rise significantly in the coming year.

To know more about what happened in the SEO world, read here.

How Google many be slowing down AMP by not using direct links to publishers.

Ever since Google has launched AMP, the publishers have been taking undue advantage of it, to speed up the process of a user visiting their website. If you observe the AMP, the links do not appear on the Google Search Page. It just shows the navigation. When clicked on the page, and clicked on the URL, one will observed the URL to start with www.google.com/amp/(website url)/amp. So, you may wonder why the google.com in front?

Well, what Google does here is add the AMP pages to its cached server, and whenever a user searches for the term on the search console, Google shows pages from the cache server, because it claims that the pages would appear much faster than direct links. But is that really true? Find out here

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