For everyone celebrating and partaking, we hope you had an excellent Thanksgiving and Black Friday weekend! We have our SEOButler Cyber Monday sales, so make sure to capatilise on those before the day is out!
Ole’ reliable, aka the Monday Briefing, is back to bring you some great news and interesting stories to ponder over throughout the week. In the news section, we have the new features rolled out by Google for omnichannel retailers, Facebook bringing in the real time ads for live videos, and Google updating Popular Times feature for real-time data.
In our interesting reads section, we have the Whiteboard Friday by Rand Fishkin concentrating on maximizing benefits and avoid problems from backlinks. Also, there is bonus article for local marketers focusing on the future of location search marketing.
Google Rolls Out Two Omnichannel Metrics
Google has constantly been updating its tools to make it easier for the retailers and consumers. Last week, Google did the same with AdWords reporting tool. The company introduced two new metrics, distance and location reports, to help omnichannel vendors better understand their customers.
The distance metric shows the vendor how far away the customers are from the merchant’s shop. This metric will be very useful to the merchants for targeting ads in a particular area. This distance reporting metric is now available for search campaigns and Google is planning to launch it for vendor’s Google Shopping campaign soon.
Google also plans to add store visit performance metric to its location reports. This metric will help the retailers know from which area the ad clicks lead to a store visit. Want to know more about these metrics? Read here.
Facebook is Testing Real-time Ads for Live Videos
Video marketing is currently the hottest concept of marketing the companies are targeting. Facebook has been no different. Facebook had launched its Live Video feature for mobile devices last year and brought it to the desktop a couple of months ago. Now that the feature is being used by a lot of publishers and brands, Facebook is looking to constantly improve the customer experience and also help brands drive users to see when the video is going live.
Brands or publishers usually update their status to inform followers that there is going to be a live video at a particular time. For companies/brands who would like to draw attention from people all over the world, they often use sponsored advertisements. Facebook has allowed using sponsored ads either before the live video is going to broadcast or after the broadcast has ended.
So now, Facebook is looking to make things better for the publishers by testing real-time ads where the new ads will appear in the newsfeed while the video is being streamed live. Excited about this move by Facebook? Read more to know about it.
Google can Now Tell You How Busy a Place is Before You Arrive
Google had launched a small feature, called Popular Times a year back, showing the customers which is the best time to visit the nearby stores/restaurants at any given time of the week. While this feature can come handy in choosing the day when you want to go out, there is a flaw to it as well. It doesn’t show the data in real-time. The data is an average of the figures collected over a period of time.
Thus, last week, Google has made the important update to this feature – Real Time Statistics. This update is very useful for customers who would like to make reservations and hate to wait at a particular place before they arrive.
Apart from the real-time data, Google has also updated the department and service hours. At times, the departmental stores or restaurants have different working hours in the week. So, now you will come to know when exactly your favorite food joint going to open or when to hit the supermarket to buy your groceries. Know more about the update here.
Backlinks from Client Sites, Sites You Own, Widgets, & Embedded Content: How to Maximise Benefits and Avoid Problems
Backlinking is something Google can penalise, if not done properly. Many of websites have been penalised before and the digital marketers who control the link infrastructure always have to be careful about not being under scrutiny by Google.
Last week on Whiteboard Friday, by Moz’s Rand Fishkin, he discussed how you can avoid penalties and maximise benefits from backlinks.
Let us consider a scenario, where you have wanted to link something from a client’s website, from a website you own, blog rolls, or embeds, what would you do to safely backlink to another website. There will be a series of questions you would ask yourself like: Should I add a link from every page to my homepage? Or should I link to a variety of my pages from various page on the other site? Rand Fishkin recommends certain solutions:
- From a client’s website – You can create a page in your website mentioning a service used by the client’s website and backlink it.
- From sites you own – You can provide links to other website by providing user value. Rand recommends not to have a particular strategy for this.
Interested to know more on how to optimise the backlinks for blog rolls and especially embeds (it can be dangerous)? Read here.
Location-Based marketing: Where is it today and where is headed?
Location based marketing has been a buzzword among digital marketers and app makers for the past few years. It is basically mobile based marketing alerting the device owner about an offer from a nearby business. This phenomenon has been on the rise and companies are actively looking to implement it, since almost 80% of the world is expected to use smartphones by 2017.
In this article, the author has discussed where the location-based marketing is at the moment and where is it headed to. Currently, there are many location based marketing technologies which the companies implement like WiFi, GPS, iBeacons and NFC.
According to the author, there are four areas which have progressed this year:
- Sensors – Technologies, like beacons and NFC, have been adopted by the companies slowly and efforts continue to progress with them. Many smartphone companies have adapted to these technologies to push forward mobile payments and proximity communications.
- Geo-fences – Technologies, like GPS and Wifi, have helped companies set triggers and collect data when customers enter them. These technologies have to pair with location services turned on or geo-tagged post on social media networks.
- Context – Location based marketing works within the right context, which is basically to understand your customer behaviour, without which a product cannot be marketed.
Would you like to know the fourth area and also where the location-based marketing is heading to? Read more here.