The Fresh Egg blog
Latest digital marketing news
In this fortnight’s digital marketing news, Google announces upcoming mobile-friendly ranking factors and app indexing; Instagram introduces carousel adverts and the big Google+ break up.
Google have announced they will be increasing their use of mobile-friendliness as a ranking signal, and that it will have will have a significant impact in their search results.
These changes within search results will start on April 21st, and will roll out internationally immediately. Google has consistently stressed users are looking for the best experience when searching via mobile devices, and these changes will make it easier for them to get relevant, high-quality search results that are optimised for these devices.
You can find more information on what you can do about this in our blog post here.
App Indexing is another change designed to bring the most useful information within apps to users of Google, and will allow users to quickly find and access it through its search results. This was introduced to signed-in users on 26 February 2015, but there is no further information about whether it will be rolled out to users who are not signed in any time soon.
The Facebook-owned photo app is increasing its options for advertisers, with carousel adverts and web links now available for the existing few who are currently advertising on Instagram. Although currently limited thanks to Instagram’s hands-on approach, these new features will allow adverts greater versatility and easier ways to measure traffic they generate, rather than just acting as a brand-awareness campaign only.
Instagram gave the following examples as reasons you may want to use it’s carousel ads:
“One way to look at it is carousel ads bring the potential of multi-page print campaigns to mobile phones – with the added benefit of taking people to a website to learn more. For instance, a fashion company could use the carousel to deconstruct the individual products in a ‘look.’ A car company might share an array of different features of a vehicle and provide a link to learn more about the new model. Or, an advertiser could showcase how multiple ingredients come together to make a delicious meal.”
Maybe these carousel photos will tie into Facebook’s newly announced Product Ads…
You can find more information on Instagram’s own blog post here, featuring the video below (warning: no audio)
It has not been confirmed or denied by the team at Google, but Sundar Pichai has signalled that Google Plus as a fully-fledged social network is approaching its end.
“I think increasingly you’ll see us focus on communications, photos and the Google+ stream as three important areas, rather than being thought of as one area”
He said Hangouts would be split into a separate product, and this was followed by Vice President of Product at Google, Bradley Horowitz, who posted on his Google+ page that he was now leading two products, Photos and Streams. Splitting these two integral parts of Google+ out on their own is reminiscent of Facebook’s recent strategy, creating separate apps for Facebook Messenger and Groups.
There has not been any official statement from Facebook on this change, but a notification within the ‘Insights’ tab in Facebook Pages current says “We've recently updated the way we measure how many people like your Page. Pages may see a decrease in likes after 12 March, when we removed likes from inactive Facebook accounts.”
We may well expect businesses and brands to see a decline in their number of page likes in the coming months.
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