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Stacey Cavagnetto

Kooznews: February 2021

10th Feb 2021 News, Industry News, News 5 minutes to read

What will you find in February’s edition?

SEO
Price-drop rich results
John Mueller validates Digital PR
The overall topic of your site influences how individual pages rank
Paid Media
iOS14 update
Google’s alternative to third-party cookies opens for advertiser testing in Q2 2021
Content Marketing
Google launches new feature providing more information around search results
New content to get stuck into
Getting creative & client wins: Holdcroft motor vehicle retailer

Let’s talk SEO updates…

Price-drop rich results

Schema markup is a type of code that can be used to pull through certain elements of a page through to the search result such as reviews, FAQs and product details. Google recently announced an enhancement to its product details schema which allows site owners to highlight price drops for specific products.

To be eligible for the price-drop rich result, site owners must use the existing ‘offer’ element of product Schema, and Google ‘automatically calculates the price drop… based on the running historical average of your product’s pricing’.

You can find out more info on product Schema here.

Koozai Tip

If you have an ecommerce site, and you want to promote your prices in the search results, make sure you’re using accurate pricing on all of your product pages.

John Mueller validates Digital PR

While Google has been militant about buying links and intentionally placing links over the past decade, John Mueller recently gave his seal of approval to Digital PR campaigns (which often indirectly result in the generation of backlinks).

During a Twitter discussion on recruiting for Digital PR, Mueller said:

“I love some of the things I see from digital pr, it’s a shame it often gets bucketed with the spammy kind of link building. It’s just as critical as tech SEO, probably more so in many cases”.

This is significant for the SEO industry as it lends credibility to Digital PR as a safe, sustainable way of building links.

The overall topic of your site influences how individual pages rank

Topical relevance is a hot topic in SEO, after all, Google aims to return the most relevant results possible for any given query. But can the overall topical relevance of your site effect the rankings of your individual pages?

John Mueller seemed to suggest so during a Twitter debate about page-level vs domain-level metrics:

“Of course, we rank page, that’s where the content is. We also have other signals that are on a broader level – there’s no conspiracy. Panda, Penguin, even basic things like geotargeting, safe-search, Search Console settings, etc”.

Reading between the lines, this likely means that sites which cover a topic in great detail at a domain level, are more likely to have individual pages which perform better for related sub-topics.

For example, sites about fried chicken generally may have a better chance of ranking for a specific subtopic, e.g. ‘how to make homemade fried chicken’.

Koozai Tip

Home in on your core topic and cover it in as much detail as possible across your site’s different pages.

iOS14 Update – what impact will it have on digital marketing?

In January, Apple’s new iOS14 update was released and it caused quite a stir in the digital marketing world. A big part of the update includes changes to privacy and data usage, which has the potential to have a massive impact on the future of digital marketing, in particular personalised ads and remarketing. More on this story can be found on our Koozai blog, but to make things easier we’ve included a quick summary of our thoughts below.

 

Koozai’s POV

It’s unclear what impact this will have on the digital marketing world, but our predictions are that it will impact three key areas. Firstly, the amount of data we receive from advertising platforms. This will then have a knock-on effect on our ability to optimise effectively, leading to effecting personalised ads and the ability to retarget. We’ll provide more on this story as and when we can, so stay tuned!

Google’s alternative to third-party cookies opens for advertiser testing in Q2 2021

Another data story and more news on user privacy, this time from Google. Google announced in October that they’re testing an alternative to third-party cookies called Federated Learning of Cohorts (FLoC). This process essentially groups people with similar interests into cohorts to protect the privacy of the individual and allows advertisers to still serve relevant ads while keeping each person’s browsing private. With this testing happening in late 2020, it made sense that Google announced the plan to phase out support for third-party cookies in Chrome over the next two years.

The FLoC model is the future of advertising measurement for Google which attempts to both give advertisers the data they need to attribute, measure and determine fraudulent traffic from actual visitors while still being able to maintain the privacy of individuals online.

Koozai’s POV

As companies try to remove cookie-based tracking given the issues around user privacy, the alternative that Google is testing appears to be good news for marketeers. Advertisers don’t want to lose out on data, but users, perhaps unsurprisingly, want better privacy and this seems to satisfy both parties. We’ll keep you updated on the testing of this and any new updates along the way.

Content marketing updates

Google launches new feature providing more information around search results

From 1st Feb 2021, users (currently only in the US) will be able to see more information about a search listing before they choose to click the link. Having just come out of beta testing, searchers can tap on the three dots in the right corner of the search result and a pop-up box will appear, letting users know a little more about their chosen link, including whether the connection is secure. If this takes off, brands will need to ensure that they have a high-quality, accurate entry, alongside a Wikipedia page and a secure connection. To see how this will look in practice, Search Engine Land has created a handy gif.

Check out the Koozai blog

We’ve always got some new blog content to cast your eyes over. Our Koozians have been busy putting blog content together so you have a great source of information for any SEO, Paid, Content or PR queries and questions. We’ve recently published the following:

The differences between Facebook bidding strategies

Best practice SEO for businesses of any size

Using internal links for SEO

Remember to keep checking back as multiple new posts go out each month.

Client wins

Holdcroft motor vehicle retailer

Holdcroft came to Koozai wanting professional agency support for Facebook and Instagram, including scaling and increasing lead generation whilst keeping cost per action (CPA) as low as possible. We were delighted to help them smash their goals and achieve a 757% increase in traffic, an 87% reduction in bounce rate and a 42% reduction in CPA. Read more in our Holdcroft case study.

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Stacey Cavagnetto

Content & PR Lead

You’ll find Stacey shooting hoops on the netball court, that is if she’s not binge watching something on Netflix. She likes to keep herself on her toes, whether it’s from 15 years of ballet, or terrifying herself with a horror movie. Not that any of that would keep her from sleeping; she relates strongly to the ever-drowsy Koala as she’s a big fan of snoozing.

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