Doorway Page Algorithm Penalties, Facebook Payments, YouTube Cards, and the rise of Meerkat – Digital Marketing News
For this fortnight’s digital marketing news, we talk about Google’s doorway page algorithm, Facebook’s new payments system, Twitter testing homepage redesigns, YouTube introducing cards, and the rise of Meerkat.
Google’s new doorway page penalty algorithm
Hot on the heels of the upcoming mobile-friendly ranking factors update, Google has announced an algorithm for doorway pages. Doorway pages are those specifically created to rank for specific search queries. Some examples Google provides are:
- Multiple domain names or pages targeted at specific regions or cities that funnel users to one page
- Pages generated to funnel visitors into the actual usable or relevant portion of your site(s)
- Substantially similar pages that are closer to search results than a clearly defined, browse-able hierarchy
These are deemed poor because they take a user to essentially the same destination and leave them frustrated. Google has also provided questions to help webmasters understand what is deemed a doorway page:
- Is the purpose to optimize for search engines and funnel visitors into the actual usable or relevant portion of your site, or are they an integral part of your site’s user experience?
- Are the pages intended to rank on generic terms yet the content presented on the page is very specific?
- Do the pages duplicate useful aggregations of items (locations, products, etc.) that already exist on the site for the purpose of capturing more search traffic?
- Are these pages made solely for drawing affiliate traffic and sending users along without creating unique value in content or functionality?
- Do these pages exist as an “island?” Are they difficult or impossible to navigate to from other parts of your site? Are links to such pages from other pages within the site or network of sites created just for search engines?
You can find more information on Google’s official blog here.
Facebook Messenger Payments
Not content with being the largest social network in the world, with over 1.393 billion active users, Facebook is now trying to become your bank. Using its stand-alone messaging app Messenger, users will now be able to send each other money with no additional costs.
Image source: newsroom.fb.com/news/2015/03/send-money-to-friends-in-messenger
Although currently limited to the United States, we can expect it to spread internationally as mobile payments become more commonplace in various industries throughout the world. About the reasons why they have created payments within messenger, Facebook told Re/Code:
“We realized that there were all these conversations [on Messenger] that were forced to go somewhere else in order to actually finish,” Davis said. “You had to go to another platform to actually pay another person.”
You can find more information from Facebook’s official announcement.
YouTube to replace annotations with cards
YouTube has announced that annotations will slowly be phased out and be replaced by ‘cards’. Cards will appear on mobile devices, and have a design consistent with Google’s Material Design guidelines.
These cards are avalible now, currently in six different formats:
- Associated Websites
- Fan funding
Image source: youtubecreator.blogspot.co.uk/2015/03/make-your-videos-even-more-interactive.html
YouTube has also mentioned personalisation could come into play with these cards: “YouTube notes that over time, the plan is to not only help creators provide this enriched experience to viewers, but it will also optimize the system so that it shows the most relevant teasers and cards to viewers based on viewer’s behaviour, performance, and the device viewers are using.”
You can find more information in YouTube’s official announcement here.
Twitter testing new homepages for logged-out users
With over 500 million logged out people viewing Twitter’s information and opinions every month, Twitter is experimenting with a brand new homepage and search options for those currently not signed into the platform, with the hope that they will sign in once they have used Twitter.
Image source: marketingland.com/up-close-with-twitters-new-home-page-topic-area-121841
Although currently being tested, we can expect Twitter to make a more concerted effort on those logged out users in the coming months with instant timelines for new users being tested too.
The Rise of Meerkat
You can barely go 15 minutes on Twitter without seeing the new hot-on-the-block app, Meerkat. But what is Meerkat? It’s a live streaming app that (initially) heavily relied on Twitter but has since been cut off from its ‘social graph’. However the app – which only launched in late February 2015 – has continued to see meteoric growth with over 150,000 people joining since the unveiling.
Image source: gizmodo.com/what-is-meerkat-and-should-you-even-bother-1690285057
The app is very simple, with only two options, Schedule and Stream. Upon entering a title and pressing the ‘Stream’ button, an instant live-stream link on your Twitter account will be created. Schedule allows you to have the option to add a photo and decide when you’ll air it. A user can then choose to subscribe to the event and in this way will be notified once it starts. This could be very powerful for broadcasters, event organisers and musicians.
Although live-streaming has existed before (for example the predecessor to Twitch, Justin.tv), and Twitch itself (now bought by Amazon for $1.1 billion), Meerkat seems to have appeared just as users are getting used to the potential of live-streaming via your phone. This has no doubt been partly helped by Snapchat’s Story and Instagram’s Video products, and partly helped by the size and immediacy of Twitter.
A number of brands and celebrities such as Spotify, Miami Dolphins and Jimmy Fallon are already using it to promote moments
Image source: twitter.com
Alongside Meerkat, animals continued to be the talk of SXSW this year, with battery phone case maker Mophie sending Saint Bernard puppies with micro charging stations to save people with low-battery phones. (they Mophie also made one of the best Super Bowl adverts this year.)
Image source: www.cnet.com/news/no-juice-sxsw-has-many-fixes-to-dead-phone-batteries
Hints, tips and rumours
- BuzzFeed’s New Strategy: Fishing for Eyeballs in Other People’s Streams
- Marketers Can Now Target Facebook’s 92 Million Expats
- Google opens first ever Google Shop in London
- Twitter Redesigns Analytics Homepage & Brings Quick Promote To Profiles
Is your business looking for leading digital marketing expertise? Fill in our contact form to get in touch.