September 27

The Weekly Briefing: Knowing Where to Go and How to Get There

Social Media Specialist Brooke Nelson shared some unexpected stats regarding mobile use, voice search, social media, and how they’re changing SEO…
HubSpot recently released its 2016 State of Inbound report, revealing some of the major challenges marketers will face in 2017. SEO continues to be integral for marketing strategies, with 66 percent of surveyed inbound marketers citing growing SEO/organic presence as their top priority. Other areas of focus include blog content creation, content distribution and promotion, and marketing automation. However, the biggest challenge isn’t implementing these initiatives; the challenge is implementing them in non-traditional ways. Google is still leading the search engine race and Bing is closing in, but it’s social media that’s about to change search strategies forever. According to the report, Google processes 3 billion searches every day, and Facebook processes an impressive 2 billion. Granted, some of the Facebook searches are probably seeing what how your ex’s life going after you broke up, but Facebook searches can also find news reports, local events, and trending topics you didn’t even think would be “big news” (RIP, “Brangelina”).

Don’t forget mobile and voice search. 88 percent of search experts think mobile friendliness will have the greatest impact on Google’s algorithm over the next year, and 41% of voice searchers only started using their mobile PA in the past six months. What does it all mean? Well, it means “the times, they are a-changing,” and SEO is about to be more than getting Google’s attention. SEO will be about getting found wherever (and whenever) a search occurs, whether it’s on Google, Bing, Facebook, Twitter, or the next big social media platform.

Account Manager Chip Fox explained how Google Search Console can help digital marketers identify and correct their sites’ crawl errors…
At the foundation of every great SEO strategy is a well built website – a solid infrastructure of content, accessibility, and utility. Using Search Console, SEOs can quickly see – and address – any crawl errors in their site’s architecture. Crawl errors are divided into two main sections on Search Console: site errors and URL errors.

Source: Moz.com
Source: Moz.com
  • Site Errors – These are high-level errors that occur across your entire site, and include DNS errors, server errors, and robots failure errors. Since these affect your site as a whole, correcting these errors as soon as possible will be in your best interest.
  • URL Errors – These errors only affect certain pages on your site, and include soft 404s, 404s, Access denied, Not followed, Server errors, and DNS errors.

All of these errors are relatively easy to correct, Webmasters just have to be diligent and regularly check the Crawl Errors view within Search Console. If you catch crawl errors early enough, you can fix them before Google crawls your site again – which can save you from major SERP drops.

Chief Marketing Officer Caitlin Tvrdik talked about connecting the digital world with the physical world through Out of Home Advertising…
Out of home advertising (OOH) has been a tried and true form of advertising for centuries, but only recently has it become a significant factor in digital marketing. According to the Outdoor Advertising Association of America (OAAA), OOH revenue was up 4.6% in 2015 from 2014’s revenue – for a total of $7.3 billion and an all-time high capping off 23 quarters of growth. Deemed a “renaissance” by Miko Rahming of media/tech company Intersection, Rahming also predicted “your journey through the world will become more and more like a web browsing experience…brands will find incredible new ways to engage the public in meaningful ways.”

Source: CMO.com
Source: CMO.com

We are creatures of habit, so as long as we keep going outside, advertisers can create personalized experiences on your typical drive to and from work, at the stores you frequent, or at your neighborhood gas station. Even Google has said outdoor is integral to its future, and Spencer Berwin of JCDecaux UK shared that Google is “excited about merging the physical and virtual worlds using content across different platforms throughout the customer journey. And outdoor is a big signal to start a customer journey.” Just when you thought the digital arena couldn’t get any bigger – it hits a growth spurt.