Change happens rapidly in the digital world. This edition of Weekly Reads covers where advertising dollars could shift to in the future, emerging ad formats and new data that could help you better reach your audiences.
Amazon has become the third largest digital ad seller, just behind Google and Facebook. According to the Amazon Advertising Forecast, 30 percent of those polled plan to shift money from search to fund their spending increases within Amazon. This has implications for Google and Bing as they will now face direct competition from the tech giant. This impacts search agencies who will need to train or hire additional talent to run Amazon advertising campaigns. This survey shows continued growth for new channels that offer additional avenues to reach target audiences. Read more after the jump…
In this age of being constantly connected, people have come to expect that the information they are looking for is at their fingertips. This edition of Weekly Reads covers how technology giants are continuing to push the envelope in terms of the amount and type of information that is accessible and where it is accessible. We as users are also raising our expectations around the level of transparency that these giants are providing.
Google announced a slew of new capabilities and integrations for Google Assistant. It will now be able to switch interchangeably between languages and Google is partnering with new third-party smart display and smart speaker companies. There are also a wide range of new connected home devices that will support the assistant such as thermostats, security devices and vacuums. Google is doing this in an effort to continue to increase the advantage that it already has in international markets. Read more after the jump…
Search engine optimization (SEO) has become more and more complex over the years. There are hundreds of factors that are taken into consideration within Google’s algorithms. Google is the 800-pound gorilla in the search space – and for good reason – it is the best at providing searchers with the most relevant content as quickly as possible.
At a very high-level, Google rewards those sites that provide searchers with a great user experience (UX) and relevant content. Below you will find tips on how to use the combined power of SEO and UX to rise to the top of the search engine results page (SERP) and compel your audience to complete your desired action(s).
Target Audience: To dominate the search space within your respective industry, it is critical to understand your target audience’s needs and wants.
Content should answer the questions that they have in order to guide them through the buyer’s journey and ultimately complete your desired action(s).
Keyword research: Researching popular keywords is an important data-driven way to understand how your target audience is searching for things. Make sure to use this research to inform your content strategy.
This process will help create guide posts around the content creation process to ensure that content is centered on relevant topics in the vernacular that users are searching for and ultimately help people find your content.
User Experience (UX): It is important from a UX perspective, that key pieces of content along the user journey are easy to find and the layout of the page makes the content digestible and engaging.