November 13

The Weekly Briefing: Google Spills Its Secret Sauce

SEO Copywriter Hannah Scherrer shared a study regarding age, gender, and emotional responses to viral marketing …

This year we’ve survived mobilegeddon, accepted the use of artificial intelligence in search, and experienced multiple modifications to the Knowledge Graph. However, the one thing the digital marketing world is still wrapping around is the content conundrum. In Buzzsumo & Moz’s research report, Content, Shares and Links, it was revealed that 50% of posts received nearly no engagement and nearly 75% of posts had zero external links. That’s a lot of (presumably) great content that goes unnoticed. The Internet has proved that if you want your content seen, it needs to go viral. Fractl analyzed how viral campaigns affect different demographics, and while the emotions of anticipation and surprise seemed to be the most prominent reactions, the most interesting response results came from “Emotional Responses to Viral Images by Generation.”

Source: HBR.org
Source: HBR.org

The 18-24 age group’s responses were resoundingly negative, making them a difficult group to reach. On the other hand, the 25-34 age group were much more positive, responding to content with feelings of joy, trust, and surprise. As we look forward to 2016, digital marketers will need to learn more about how these demographics react to content if they want their website content to reach a larger audience.

SEO Copywriter Jared Townsend and Content Marketing Strategist Angela Sanders talked about Google’s “secret sauce” …

This week Google announced that it was open sourcing TensorFlow, Google’s proprietary machine learning system. TensorFlow is defined as “an open source software library for numerical computation using data flow graphs.” Essential, it is the backbone of Google’s new products and research. It’s helped with speech recognition in search, image recognition in Google photos, and smart replies for those quick-response emails. Now that TensorFlow is open sourced, Google hopes that product developers and researchers will be able to exchange ideas more quickly to help speed up comprehension, production, and advancement of new technologies. We’ll be interested to see what comes of it. You can hear what Google’s own have to say about TensorFlow here.

Account Manager Reed Langton-Yanowitz updated us on the ever-evolving Yahoo/Google deal …

This “search alliance” is proving to be challenging for digital advertisers. This agreement states that Yahoo has the option to serve Google’s paid, natural, and image search results on Yahoo’s own properties and syndicated networks. Since Google can power 49% of search results in Yahoo, advertisers need to realize that they will need to divide campaigns between Google, Bing, and Yahoo. This will require more time dedicated to tracking and analytics to ensure the right messages are being delivered to the right audiences – on the right search platform. What does this all mean? As the advertising field grows and competition increases, search engine marketers will probably see an increase in CPCs. Budgets will need to be more fluid and carefully monitored, as search volume between the three search engines are always fluctuating. Marketers don’t need to always be advertising on Google, Yahoo, and Bing, but a lot of research will be necessary to determine if and/or when you can narrow down how many search engines you are using.