Why paid search should be part of your inbound strategy, WhatsApp comes to the desktop, mobile usability warning and more
In this fortnight’s jam-packed digital marketing news, we take a look at Google’s trusted stores, why paid search is becoming increasingly important to include in your inbound marketing strategy, WhatsApp’s introduction to the Desktop Google’s and much more!
Google Trusted Stores simplifies
Google has brought out a way of increasing customer confidence when buying online. This feature is called ‘Google Trusted Stores’.
Google Trusted Stores is a free certification program that highlights to shoppers that your business offers a consistently great shopping experience. A badge will be displayed on the website of the business and on Google Shopping when the business has qualified as a ‘Google Trusted Store’.
Google offer free purchase protection for customers making purchases on Google Trusted Stores sites. This covers eligible orders up to £667. Becoming a trusted store is now extremely straightforward - businesses simply create an account and add two snippets of code (provided after sign-up) to their website. The Trusted Stores badge can then be placed in a custom position on the business’s site and HTTPS pages.
The screenshot below shows the review extension that shows up in ads to inform the audience that this is a ‘Google Trusted Store’.
Google has said “Applying to become a Trusted Store is now simpler than ever. You only need to create an account and add two snippets of code to your website. You no longer need to submit shipment and cancellations feeds, and you’re now able to specify a custom position for the Trusted Stores badge on your site and display it on HTTPS pages.”
Google Shopping and AdWords text ads display the business’s Google Trusted Stores status. The Trusted Stores status can be displayed through a review extension and this may increase the click through rates to the site, which means there is a potential for an increase in sales, as there is a higher volume of traffic.
Why paid search should be included in your inbound strategy
Customers grow smarter every day, often knowing what they want to purchase before they browse the internet. Research, reviews and checking feedback on social media is the best way to gain a customer’s trust in your product.
Image source: searchenginewatch
Including paid search can provide a message that is targeted, with a call to action that can be changed quickly and easily. If targeting a certain audience is your goal, paid search will provide this for you if you require a large geographical area, paid search will provide that too.
Here are a few other examples of why paid search is beneficial for your inbound strategy:
- Top conversion paths in Google Analytics provide the ability to show sequences of how people convert onto your website
- Adults spend 11 hours per day with digital media, so including PPC will ensure your brand is there when they are online
- With PPC, your brand will appear in search results that are more relevant in both organic and paid listings
WhatsApp comes to the desktop
For now it’s still a web app rather than a native client and only responsive with Google Chrome for now.
To start connection on your web browser to your WhatsApp client, simply open https://web.whatsapp.com in your Chrome browser. Scan the QR code and you’re ready to go.
Google Search now directly links brands social profiles.
Google have now released another way to make information quicker to access on its search engine. When you now search for a brand, you’ll also see links to its social profiles.
Image source: thenextweb
Google has also been adding social profiles to its Knowledge Graph Cards for celebrities and other notable people since November 2014. These links should also appear for major brands on desktop and mobile. This welcome addition to search will save valuable time.
Mobility usability warning
The biggest piece of news this week is that Google has been issuing mobile usability warnings, via Webmaster Tools, to a large number of webmasters. Does this mean that a big shift in mobile search is coming? You can read our full blog post on the topic here.
New structured data testing tool, documentation and more
Google also released a new structured data testing tool this week; this will help webmasters to see how Google is interpreting their content. Alongside this tool Google also released new policy guidelines and improved documentation for features.Powered by structured data, there is now also further support for JSON LD mark-up syntax.
Features of the tool:
- Validation for all Google features powered by structured data
- Support for JSON-LD syntax & dynamic HTML pages
- Clean display of the structured data items on your page
- Syntax highlighting of mark-up problems in the HTML source code
New documentation and simpler policy:
Due to feedback from webmasters, Google has clarified the documentation of the vocabulary supported in structured data. This new documentation explains which mark-up to use to allow different search features for your content. The documentation also gives code examples in their supported syntax. The old documentation will be made redundant in the not too distant future.
There is also a new rich snippet spam report form; allowing webmasters to report sites that are abusing Google rich snippets guidelines. The process is now clearer and more simplified.
Extended JSON-LD support
Google has also added further support for schema.org vocabulary, written using the JSON-LD syntax, to new uses cases for example company logos, social profile links, the sitelinks search box, events in knowledge graphs and even rich snippets.
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