The digital marketing landscape is ever-changing, and March 2024 brought significant developments, particularly with Google’s latest algorithm update. This update, comprising a dual approach, targeted low-quality content in search results head-on.
Firstly, the Core Algorithm Update refined Google’s ranking systems, prioritising high-quality, useful information while reducing the visibility of unimportant and unoriginal content by up to 40%. This initiative builds upon ongoing efforts initiated back in 2022. Google implemented new spam policies aimed at combating manipulative tactics employed to create spammy content. These policies address issues such as scaled content abuse, site reputation abuse, and expired domain abuse.
SEO
Google March 2024 algorithm update
Google’s March 2024 update was a two-pronged attack on low-quality content in search results. It consisted of:
Core Algorithm Update: This update focused on refining Google’s ranking systems to better identify and prioritise high-quality, helpful information. They aimed to reduce unimportant, unoriginal content by up to 40%. This builds on efforts that began in 2022.
New Spam Policies: Google also introduced new policies to target specific manipulative tactics used to create spammy content. This included things like:
Scaled Content Abuse: Websites creating low-quality content at scale.
Site Reputation Abuse: Taking advantage of the reputation of established websites for malicious purposes.
Expired Domain Abuse: Using expired domains to house spammy content.
The overall goal was to significantly improve search quality by decreasing the visibility of unhelpful content and manipulative practices.
Streamlined Google Analytics reporting
Google has announced a significant update to Google Analytics, aimed at streamlining reporting and enhancing the experience for advertisers and publishers. As part of this update, all relevant reporting for advertisers and publishers will now be consolidated within the advertising section.
One of the most notable improvements is the alignment of how conversions are defined across Google Ads and Analytics, creating a smoother and more intuitive experience for measuring and reporting conversions across both platforms.
Previously, discrepancies existed between how important events marked as conversions in Analytics were measured compared to Google Ads conversions, causing confusion and hindering campaign optimisation efforts.
Now, Google has introduced a clearer distinction: events that measure vital actions for business success are termed ‘key events.’ These key events provide invaluable behavioural insights to help enhance user experiences across websites and apps.
This update empowers users to gain deeper insights into their advertising efforts, enabling more informed decisions and ultimately driving better results. Google is excited about these changes and looks forward to seeing how they enhance users’ Google Analytics experience!
Gen Z ditches Google for local search
A recent study shows a massive shift in local search behaviour for Gen Z. While Google remains dominant for older demographics, Instagram (67%) and TikTok (62%) are the preferred platforms for Gen Z users looking for local businesses and services. This highlights the need for businesses to adapt their local SEO strategies to include these emerging platforms, focusing on creating engaging visual content with location tags and hashtags.
Measurement in a cookie-less world
Google’s open-source marketing mix modelling tool, Meridian, is gaining traction as the marketing industry prepares for a world without third-party cookies. Meridian allows marketers to attribute sales across various marketing channels, providing a more holistic view of campaign performance. Understanding and implementing tools like MMMs is crucial for effective marketing measurement in the coming years.
AI summaries in search results
Google is testing AI-powered summaries from SGE directly in search results. These summaries could potentially impact brand and product term visibility. Businesses need to ensure their content is optimised for both search engines and human readers, focusing on clear and concise messaging that highlights their value proposition. Additionally, exploring structured data markup can help ensure key information about your brand and products appears prominently in search results.
Bing steps up
Bing Deep Search is now live for all users, offering a more comprehensive search experience that could potentially challenge Google’s dominance. Marketers should consider expanding their SEO efforts to include Bing optimisation, ensuring their content is discoverable across major search engines.
Content is king
High-quality content is crawled more frequently by Google, emphasising the importance of a strong content strategy. Focus on creating informative, engaging, and valuable content that resonates with your target audience. Regularly update your website with fresh content to maintain Google’s interest and improve your search ranking potential.
EU regulates AI development
New EU laws aim to ensure responsible development and use of Artificial Intelligence, potentially impacting how AI is used in SEO practices. Staying informed about these regulations and adapting your SEO strategies accordingly will be crucial in the future.
Privacy on the rise
With third-party cookie restrictions looming, marketers are re-evaluating their strategies. This shift towards a privacy-focused approach emphasises the importance of first-party data collection and building strong customer relationships. Consider strategies like email marketing and loyalty programs to cultivate your own data sources.
PPC
Seasonal ad templates by Google
Create festive campaigns with ease using Google Product Studio’s new seasonal ad templates. These pre-designed templates can save you time and resources while allowing you to create visually appealing and impactful seasonal ad campaigns.
Amazon’s AI ad fail
A costly mistake by Amazon’s AI advertising system highlights the challenges and potential pitfalls of automation in PPC. While AI can be a powerful tool, it’s important to maintain human oversight and control over your PPC campaigns.
Reddit joins the ad game
Reddit launched a new ad format that blends seamlessly with organic content, offering a unique opportunity to reach a highly engaged audience. Leverage this new format to create targeted and relevant ad content that resonates with Reddit users.
A potential decline in search traffic
A study suggests Google’s SGE could significantly reduce search traffic, impacting search ad revenue. Marketers should explore alternative advertising channels beyond search, such as social media advertising and display advertising, to diversify their reach and mitigate potential revenue loss.
Social Media
Instagram ups the ante with longer Reels
Instagram is testing 3-minute Reels to compete with platforms like YouTube. This presents an opportunity for brands to create longer-form video content that captures user attention and drives engagement.
Free AI courses on LinkedIn
Boost your SEO skills with 250+ free AI courses offered by LinkedIn (available until April 5th). Take advantage of this free training to stay ahead of the curve and enhance your SEO knowledge.
Sponsored organic content on LinkedIn
Previously, businesses could only promote content created by their employees on LinkedIn using Thought Leader Ads. Now, with sponsored organic content, businesses can also promote content from any user on the platform, if the user approves. This could be a testimonial, review, comment, image, or video post. There is currently no option to promote text updates, polls, or slideshow PDFs.
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