Take note on what’s to come for us Digital Marketers in the upcoming year. Whether you are already practicing these techniques or not, being a marketer is always a learning process. Let’s learn how these trends and factors would influence and affect our strategies for the year 2020.
Digital Marketing News: TikTok Influencer Engagement Data, Google Post-Page & Brin, Reddit Grows Userbase, & Digital Ad Spend Rises
The biggest news and trends in the Digital Marketing Industry as well as key information to get a step ahead as we face the challenges of the incoming year.
1 in 3 Marketers and Agencies to Increase Spending on TikTok in 2020
In 2020 marketers expect to increase spending the most on Instagram, YouTube, Google, and LinkedIn, with some 33 percent also predicting more ad spending on rising upstart TikTok, according to newly-released survey data. Facebook, Twitter, and Snapchat were the platforms expected to see the most marketers decreasing ad spend on during 2020, according to the study. MarketingCharts
Twitter Will Set Up a New Team to Explore a Decentralized Social Media Network Model
Twitter has announced the creation of a team dedicated to making a new decentralized social media platform with its Bluesky initiative, which could be built using blockchain and include algorithms favoring best-answer and healthy content, Twitter chief executive Jack Dorsey recently revealed. Social Media Today
Google extends optimization score to Display campaigns
Google has brought ad optimization score data to Google Display campaigns, similar to those the search giant has offered for Google Ads, with account-level scores and new recommendations, the company recently announced. Search Engine Land
Better Linking Through Science: 6 Secrets to an Effective Link Building Strategy
Practicing solid and effective link building techniques may take time to master, but as you approach different steps towards success, you’ll be able to know what works for you nad your business.
High-quality backlinks increase domain authority, ultimately increasing your Google page ranking. When pages have high-quality backlinks pointed at them, it builds trust with Google. Credible sites are rewarded by the search giant’s algorithms, while those that don’t have backlinks pointing toward them are punished.
A study by Moz found that more than 99% of the top-ranking websites showing up in Google search results contained at least one external link. Almost all of these websites had one or more external links pointing at them.
Of course, not all links are created equal. To assess the quality of a site, you can use tools like Moz to view its domain authority. You’ll also be able to see whether the external links leading to that site are spam and whether the site is spamming its own links out. Unfortunately, spam is more prevalent than ever. In 2018, spam click rates rose to over 14% — partially because other attack vectors favored by cybercriminals have become less effective over time.
The Secret to Utilizing Social Media to Maximize Your SEO Strategy
Incorporating your social media performance with your SEO strategies is a surefire way to create organic traffic. Pumping up your audience with content that grabs your attention will open up doors for your search engine ranking.
Social media engagement isn’t an SEO ranking factor. What it is – or at least what it can be – is a way of supporting your SEO efforts. Growing your business’s following across social networks can help your SEO in several ways.
Social media is an excellent way of disseminating your content. The ubiquity of social networks means they can help you to reach a huge number of people with minimal effort. Those people may then either provide backlinks to your content or even visit your site. Both of these can increase your SEO performance.
Using the major social media platforms to maximize your SEO strategy isn’t difficult. Build a following on any network, and you’re halfway towards success. From there, it’s simply a case of following the above tips to optimize each of your social media profiles. To make sure they’re primed for sharing content, reaching new audiences, and supporting your other SEO efforts.
The Local Algorithm: Relevance, Proximity, and Prominence
Keeping track and understanding the local algorithm is a daunting task since Google’s updates seem to change from time to time. Going back to the basic factors will keep us grounded on what is the right track as we build our strategy.
The local algorithm has always been based on relevance, prominence, and proximity.
For relevance, what the algorithm is asking is, “Does this business do or sell or have the attributes that the searcher is looking for?” That’s pretty simple. So that gives us all these businesses over here that might be relevant. For prominence, the algorithm is asking, “Which businesses are the most popular and the most well regarded in their local market area?”
For proximity, the question really is, “Is the business close enough to the searcher to be considered to be a good answer for this query?” This is what trips people up. This is what really defines the local algorithm — proximity.
Here’s Why Marketer’s Need to Understand Dedicated and Shared IPs
Having the right information on Dedicated and Shared IP’s are extremely important as to determine which one would be contributing to the success of your site.
Dedicated IP addresses are awesome if you have the volume and frequency to take advantage of building your reputation. However, for smaller senders, SMBs, local businesses, and entities that send infrequently, a shared IP is probably the best route to achieve the benefits of mutually-combined volume.
Senders that send fewer than 50,000 emails a month should consider a shared pool because they won’t build enough volume to help a mailbox provider understand and assign their sending IP a positive reputation.
Large senders, those that send routinely and deliver more than 50,000 emails a month, need a dedicated IP to establish and build their reputation versus simply inheriting the shared reputation of a pool of senders who might have wildly different sending patterns, styles, volumes, and audiences.
Simple Spam Fighting: The Easiest Local Rankings You’ll Ever Earn
Actionable items to fight spam and protect your website is discussed here in this article. You gotta start somewhere, and there’s no better place to start beefing up your security – that’s within your local community.
Google is in over their heads with spam. My single local search for a single keyword phrase yielded 30% worthless data in their top local results. Google says they process 63,000 searches per second and that as much as 50% of mobile queries have a local intent. I don’t know any other way to look at Google than as having become an under-regulated public utility at this point.
Expert local SEOs can spot spam listings in query after query, industry after industry, but Google has yet to staff a workforce or design an algorithm sufficient to address bad data that has direct, real-world impacts on businesses and customers.
I don’t know if they lack the skills or the will to take responsibility for this enormous problem they’ve created, but the problem is plain. Until Google steps up, my best advice is to do the smart and civic work of watchdogging the results that most affect the local community you serve. It’s a positive not just for your brand, but for every legitimate business and every neighbor near you.
Our Top B2B Content Marketing Trends & Predictions for 2020
Evolution and changes are the things that are constant in the Marketing world, but reminding ourselves of what’s the heart of the matter will always be the most effective strategy.
Trust in marketing topped our list of 2019 content marketing trends and predictions. Security breaches, privacy concerns, political scandals, and a long-standing distrust of advertising messages had combined to create a multi-year streak of falling trust among consumers worldwide.
But consumer trust began to rebound. The 2019 Edelman Trust Barometer showed that global trust toward business increased in 21 of 26 markets, including the U.S. where 54% of respondents voiced confidence. As we head into 2020, we need to stay the course:
No. 1: Get familiar with the California Consumer Privacy Act (CCPA). As my colleague, Nick Nelson wrote not long ago: “Whether through the proliferation of state-level laws like CCPA, or the eventual enactment of a similar federal legislation, it’s only a matter of time before data privacy regulations are in place across the United States.”
No. 2: Strive to be the best answer. For years, this has been TopRank Marketing’s mantra and approach, combining art and science to create quality content that informs, educates, and inspires audiences whenever and wherever they’re searching.
“Best answer content gets back to the basics,” Nick Nelson once wrote. “When done right, it’s all about delivering value and earning trust before you ask for anything.”
But don’t just take our word for it. In August 2019, Google published a reminder and primer on its core updates—specifically calling out a little thing called “E-A-T”, which stands for “Expertise, Authoritativeness and Trustworthiness.”