Fresh Egg Round Up

Google’s Advice On Homepage Internationalisation, Facebook’s Audience Insights and Website Cards on Twitter – Digital Marketing News

Hello and welcome to Fresh Egg’s Digital Marketing News. In this edition we talk about: homepage internationalisation, Bing’s advice on backlinks, The 'Right to Be Forgotten' case, Facebook’s Audience Insights and Twitter’s new Website Cards.

Official Google advice on homepage internationalisation

Google has released information on the best way to handle your homepage when your website targets different countries and languages. The three recommendations are:

  • Show everyone the same content
  • Let users decide
  • Serve content depending on users’ localisation and language

However, Google always recommends that websites, no matter which of the above choices they make, add the following to their homepage:

  • Have rel=“alternate”-hreflang=”x” annotations
  • Accessibility for Googlebot's crawling and indexing: do not block the crawling or indexing of your localised pages
  • Always allow users to switch local version or language: you can do this using a drop down menu, for instance

The full official Google advice can be found here:

Bing advice on backlinks

On the 9th May, Duane Forrester from Microsoft’s Bing team wrote about 10 SEO myths. Within the blog he mentioned:

“You should never know in advance a link is coming, or where it’s coming from. If you do, that’s the wrong path.”

This follows the advice Google has been giving for the past couple of years: websites should not be building links, but looking to create high quality content and a satisfying website experience in order to earn them.

The Head of the Google Webspam team, Matt Cutts, agreed with this statement on Twitter.

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EU court backs 'right to be forgotten'

The European Union’s court of justice has backed a person’s right to be deleted from Google search results and has said that Google must delete or amend "inadequate, irrelevant or no longer relevant" data from its results when a member of the public requests it.

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However, there have been many criticisms of the test, especially from Google and Wikipedia founder Jimmy Wales claiming it was "one of the most wide-sweeping internet censorship rulings that I've ever seen".

A BBC article on this can be found here.

Facebook Audience Insights

On Thursday 8 May Facebook announced the US roll out of Facebook Audience Insights – a tool to help marketers understand more about their target audiences or potential customers across Facebook – not just users who have interacted with your page.

Facebook will provide marketers with aggregated, anonymous information on demographics, Facebook usage and purchasing activity for three different groups of people:

  • People on Facebook (general Facebook audience)
  • People connected to your page or event
  • People in Custom Audiences you’ve already created

The Custom Audiences option is particularly interesting as it means data can be gleaned about an audience that you already know has interacted with your brand in some way.

Facebook has been careful to ensure that privacy has been covered in its announcement, saying that this information comes from what people already give away on Facebook, but as it’s aggregated it keeps personal information private.

Susie Cox, Social media strategist at Fresh Egg, says: “Many people openly share extensive information on their Facebook profiles. Facebook’s knowledge of its users has a huge benefit to advertisers and as long as this data doesn’t continue to be US biased, it will be really powerful for advertisers here in the UK.”

The UK roll out of this update is likely to be in the next couple of months.

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For further information on Facebook Ads and any other digital marketing advice your business may need, contact our team here.

Twitter Website Card

Fresh Egg has spent some time this week testing the new Website Cards that are available from Twitter. Twitter’s full blog post says: “We’re introducing a powerful creative ad unit called the Website Card — a new way for advertisers to easily surface website content within a Tweet and drive relevant traffic to any page of their site, such as their home page, product page, or an important blog post.”

This is available immediately within the Twitter Ads section, and gives users an image, a small amount of copy and clear call to action in their timeline. Twitter provides an example of when the mobile company Three saw a 26% higher engagement rate using Website Cards.

Paying for your meal with Instagram

Birds Eye has launched a pop-up store in London where you settle the bill by taking a photo of the meal and uploading it to Instagram tagging #BirdsEyeInspirations. It’s another push towards blending offline and online tactics and targets an incredibly popular use of Instagram – Birds Eye research found that over half of people regularly take photos of their meals.

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Birds Eye marketing director, Margaret Jobling, said: “Taking photos of food enables people to show off and to share their meal time moments – from the everyday to the very special. We wanted to tap into this trend and create a new reason for people to talk about and sample our Inspirations range.”

Birds Eye are not the first brand to offer payment via pictures, or mix the world of social media with offline life, but the company is now part of an increasing trend to do so.

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