This week at SEOPartner, we’re sharing: SEO updates that can deliver significant impact to your results, exciting changes in the online marketplace to watch out for, good-to-know studies and information, and tips to try based on recent findings.
From AdWords’ rolling out of cross-device attribution reports and imported call conversions to a comparative review of Facebook and Snapchat, here are some of the recent releases that are currently making the online marketing space abuzz.
What’s Hot
Google Adwords Acquires New Cross-Device Attribution Reports. With the new cross-device attribution reports, marketers will be able to track the conversion path of visitors who use more than one device.
Google estimates that in the U.S. alone 6 out 10 online conversions begin on one device and conclude in a different one. Cross-device attribution reports allow you to see the influence of each device throughout your customers’ conversion journey, providing you more detailed insights about your audience.
The three cross-device activity reports the 1) cross-device activity in your account; 2) assisting devices; and 3) device conversion paths for visitors who used more than one device. Expect the new reports and layout to rollout over the next several weeks.
Meanwhile, other related changes have also been implemented. First, the existing conversion path and click analysis reports now have their own sections in the chart of the Attribution reporting menu. Second, the benchmarks on cross-device conversion activity have been released for search campaigns in the U.S., Germany, Great Britain and Japan. Source: http://searchengineland.com/adwords-gains-3-new-cross-device-attribution-reports-254725. Image via https://adwords.googleblog.com/2016/07/new-cross-device-attribution-reports-and-benchmarks.html.
What’s Cooking
Advertisers Can Soon Import Call Conversion Data into Google AdWords. Advertisers today can measure the success of click-to-call ads and website phone clicks by call length. Over the next few weeks, call conversion data can be imported into Google AdWords.
With imported call conversions, you’ll be able to attribute actual sales (as well as closed deals and similar conversion actions) that have been driven by ads – down to the keyword level. That’s a huge step forward, as it gives you the ability to optimize according to actual conversion data instead of the current practice of making educated guesses based on call length alone. Source: http://searchengineland.com/google-adwords-import-call-conversion-data-254228.
Good to Know
Survey Finds Big Companies are at a Disadvantage When it Comes to On-Page Updates. A recent Bright Local survey revealed some factors why local businesses, local franchises and smaller multi-location businesses can enjoy better ROI from their SEO efforts compared to larger businesses.
– Smaller organizations tend to be more nimble and have less complex sites, so technical work can be completed in as fast as one day to one week.
– Changes can be approved and completed quickly because small businesses have fewer decision-makers and a flatter organizational structure. Being able to make changes faster allows them to see the benefits of SEO quicker.
– Titles, meta data and compelling content (especially service or product detail changes) are still the most effective on-page factors that improve rankings. Source: http://searchengineland.com/local-businesses-trump-big-businesses-comes-delivering-site-updates-254074.
Facebook vs. Snapchat: Which One is Better for Your Brand? Snapchat is increasingly gaining popularity today. However, Facebook remains to be the number 1 social network. If you had to choose one, which should you use for your brand?
According to a comparative review done by Search Engine Watch, Facebook wins in terms of audience size, branded content, engagement, video, chatbots and advertising. Snapchat is better when it comes to youth appeal, ephemeral content and level of authenticity. Both platforms have great instant messaging features.
The takeaway? Facebook wins today but Snapchat is turning out to be a serious contender. If you’re interested in growing audience size and engagement, it’s helpful to be in the know about these platforms and gain useful lessons from them. Source: https://searchenginewatch.com/2016/07/25/facebook-vs-snapchat-which-is-the-best-for-your-brand/
SUMMING IT ALL UP
Here are the top takeaways from this week’s SEO news roundup:
What’s Hot
Google AdWords acquires new cross-device attribution reports. Businesses will soon be able to track the conversion path of visitors who use more than one device.What’s Cooking
Advertisers can soon import call conversion data into Google AdWords. Optimization can then be done based on actual sales data instead of call length alone.Good to Know
Survey finds big companies are at a disadvantage when it comes to on-page updates. Smaller companies get to decide and act faster, and can thus see results quicker.
Facebook vs. Snapchat: Which one is better for your brand? Facebook is powerful as ever, but Snapchat’s impressive rise offers helpful lessons to marketers.