2/06: Digital Marketing News

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Joannie McLellan, Gordon Carslaw, Megan Reid.

In this week's Friday Briefing we hear from Joannie on the importance of structured data and snippets, while Gordon discusses the latest news on Google's new free attribution tool, and Megan covers Facebook's latest tweaks. So grab a coffee, sit down and enjoy a quick lunchtime read!

New Study Proves Importance of Featured Snippets

A new study by Ahrefs which analysed two million search results found that when featured snippets were present, the first organic search result suffered “a significant drop in click-through rate”.

Click through rate for the first organic result dropped from 26% (where no featured snippets were present) to 19.6% (with a featured snippet). Featured snippets got a click-through rate of 8.6%.

The study also found that only 12.29% of search queries have featured snippets in their SERPs.

This means that many brands could increase their click through rate just by answering specific industry questions and structuring their data using schema.org. At Dog we've experienced positive results for our SEO clients first hand through schema & structured data, in one case it helped a client increase traffic to key pages on their site by as much as +66%. If you want to find out more about implementing structured data and schema on your site get in touch with us here.

For the full research study findings click here.

Joannie McLellan, Search Marketing Executive

 

ICYMI: Google Launches Free Google Attribution

In 2005, Google made web analytics available to everyone and last week they announced they are going to be doing the same with Google Attribution. Ahead of Google Marketing Next Event, Google announced the planned roll out of a new free version of Google Attribution. What is Google Attribution you ask? Google Attribution is a platform that provides multi-channel and multi-device reporting by integrating Google Analytics, AdWords and DoubleClick Search without the need for any additional site tagging.

At Dog we take pride in multi-channel and multi-device reporting and we highlight the value of clients advertising activity with analysis of both assisted and last click conversions. Google Attribution’s aim is to simplify this problem for marketers by leveraging the data we already have in Google Analytics, AdWords or DoubleClick Search. Bill Kee, product manager at Google, said that Google Attribution is focused on understanding the full customer journey against being limited to looking at last click impact.

The problem clients have with only looking at last click attribution is that they are missing out on data along the customer journey. We want to be able to show that all our advertising activity is having an impact at every potential touch point whether that be email, display , social, branded and generic search etc. Google Attribution will allow us to analyse the performance of all these channels with analysis of what is contributing to the final click allowing us to make better decisions of what channels to attribute, more or any, budget to in future.

Google Attribution is now in beta and is planned to be rolled out to more advertisers in the next few months. For more information on Google Attribution you can find out more on Search Engine Land. If you would like to find out more about Attribution and how your channels are working for your marketing activity get in touch with us. Until next week folks, as always, have a great weekend.

Gordon Carslaw, Senior Digital Marketing Executive

 

Facebook's been testing again

We all know Facebook is constantly innovating and changing things on the number one social media platform in the world. Here are just a few things we spotted this week being tried out.

Active Pages Notifications

Facebook has been testing functionality which lets users know when someone is managing the page and prompts them to message and start a conversation with the page on any post they put out. This is a great tool for brands who want to start a conversation with their customers, that have good FAQs and chatbots in place, but could cause those without such structures in place to suffer, as users could feel ignored without a prompt reply.

Location check your albums

This week saw some users being prompted to "add posts, check-ins and more" to their albums, which would almost create a little mini-event within the album, within your profile - a Russian Matryoshka doll of content if you will. This should be great news for brands as it should create more UGC than ever, with more information surrounding and qualifying the UGC, which can only be a good thing! The only thing will be access as you can choose the share the album with as many or as little friends as you would like. So while Facebook is set to become THE home of your collective memories - will brands be able to access it?

Total Saves - the new engagement frontier

Saving links and content has been around for a while, but until now there has been no way to know if your post was saved, and how many times it has been saved. Fear no more, Facebook has answered your prayers! Some users this week have been seeing grey text, above the like and comment bar, with how many saves the article has. This is great as it shows different user engagement patterns and will allow marketers to know more about user behaviour.

Community Tab

We've yet to see the next change, but we read about it on Social Media Today - users may notice in the coming weeks that the 'Likes' tab has been replaced by a 'Community' section. This section will accumulate all the visitor posts, new likes gained, users, talking about your brand.

As always, we are excited for what Facebook has to offer in the future and can't wait to see what comes next. We're hoping it will be changes to the Instagram API integration to allow for scheduling, but a girl can dream!

Megan Reid, Social Media Executive

 

And that's it this week! We're off to enjoy the weekend and we'll see you again next time. If you have a question for any of our contributors or for our team, in general, please get in touch with us or catch us on Facebook or Twitter.