17/08: Digital Marketing News

Sophie Bartholomew, Steven Kerr

This week, Sophie Bartholomew lets you know how your social media can benefit from OOH and Steven Kerr takes note of the loss of Google's public submit URL tool.

Spend 15% or more of your budget on OOH and your social media uplift will soar.

That was the finding of Rapport, in their report ‘Standing on the Shoulders of Giants’. Looking at advertisers who used their buddet for brand (45%), sales and direct response (28%) and both to understand what halo effect OOH may be bringing to their brands.

Brand trust ratings were increasing by >24%, brand perception moved into the ‘esteem’ range and customer loyalty shot up by 275% alone.

But what about on other channels? The report detailed amplification in press by 11%, TV 21% moving up to social and search at 56% and 80% respectively.

The final thought here is that OOH use increased brand fame and supplemented digital channels to greatest effect, and we can’t say we’re too surprised as this notion, if not the numbers directly.

Our clients and our strategies rely heavily on OOH as a medium, and as the platform has become easier to buy, plan, test and deliver creative for (our record is a booking going live 14 minutes after brief for a very time sensitive music announcement) it makes sense that this social effect may take place. You only have to think about the audience; consuming media directly on their mobiles at home, and outdoors – spending the majority of their time going out, at concerts, festivals, events, shopping, studying… surrounded by billboards. 

 

Sophie Batholomew, Media Planner/Buyer

 

The public submit URL is no more.

Last month Googled removed their handy submit URL tool.

We’ll still be able to request indexing through Search Console’s Fetch & Submit or via the sitemap as Google Webmasters twitter account announced below:

 

What was Google’s reason for doing this?

Perhaps it’s due to the majority of users submitting pages which weren’t under their ownership in order to gain faster indexing, and, most importantly ranking improvements? As we all know that backlinks can contribute to a higher trust score and bring various other benefits. This tool has been seen as a negative one in the past, as that there’s been cases where spammy links pointing towards competitors websites have been indexed in order to file a spam report.

Is this a good or bad thing for SEO?

Well, many would raise the argument that the tool hasn’t worked correctly for a long time, and most advanced SEOs would say that there isn’t much point in trying to force index a site through Search Console since Google in time will discover it and index its content if internal linking is correct.

So what can we do now?

If the public submit URL tool is your primary method of requesting index – here’s your new alternative (that’s if you own or have Search Console access to the site, of course):

  1. Perform a fetch (or fetch and render) request for a URL using Fetch as Google.
  2. Click “Request indexing” next to the fetch in the fetch history table.
  3. Select whether to crawl only that single URL, or that URL plus its direct links.
  4. Click “Submit” to queue your request.

Although be aware, Google has put a limit on 10 individual URL requests per day and indexing is not guaranteed, nor does it come into immediate effect – in most cases you can be waiting up to around 2/3 days.

 

Steven Kerr, SEO Executive