What form of media is leading and who is targeting TikTok?

Welcome to the latest roundup of all things digital. This is where we take a look at the latest updates in the world of PPC, SEO, Paid Social, Content, Digital PR and International over the past two weeks.

What form of media tops the Reuters Institute’s list?

The Reuters Institute recently published the most popular news sources, the list topped the list online, followed by TV, social media, and then print. The most popular niches have also been listed including BBC News online, Guardian online, Sky news online, Mail online and regional or local newspaper websites. Brands and PR should try to target these posts to maximize brand awareness. However, since online is the most popular source of information for people in the UK, if you are not visible online you will lose customers.

The most popular information devices are smartphones, followed by computers and tablets. Brands need to ensure that their website and news/blogs section reads well on smartphones when news readers click through to their websites through news posts.

Why media coverage is more valuable than ever

Search Engine World explained why earned media coverage is more valuable than ever for any client’s website. It’s official – Digital PR is just as important as technical SEO. As we know, a lot of link volume is the goal, but that doesn’t necessarily help with ranking algorithms – relevance of link coverage is a key factor that Google looks at when assigning a link. “value” to links. This clarity has helped refocus the digital PR industry and has forced PR professionals to reassess the metrics and KPIs we need to focus on to drive true organic growth. A blog audit is the best way to make sure you’re starting in the best place to improve your blog. Our SEO Manager, Rory Tarplee, shared his top tips for auditing any blog.

Ad Platform Meta Changes

The launch over the past few weeks of the Meta advertising platform has seen some new changes to the campaign and ad creation process.. Meta is on track to introduce automated advertising tools to reduce personalized targeting and data targeting. This expansion program is designed to make it easier for businesses to advertise with automated and AI-powered tools; an example of this is the “advantage+shopping” campaigns which will assist advertisers in ad creation and automate different creative combinations. This combination is tailored to what the platform determines is most engaging for each user, based on the algorithm. This can lead to faster, streamlined, and efficient ad setup, targeting, and ad creation.

TikTok tries behavioral targeting

As TikTok continues to develop as one of the fastest growing social media platforms, TikTok’s advertising capabilities are also progressing. TikTok is pushing companies to try the “behavioral targeting” which works with data collected about user behavior in the app and focuses on recent interactions with certain app content. This captures their engagement with videos, likes, comments, and shares over the past 7-15 days, and then the user will be targeted with specific tags under videos that may be related to certain products in the TikTok store. This provides great opportunities for businesses to try out the platform and expand their targeting.

How Google Trends can help you understand your consumer

Insider Intelligence shared insight into where consumers begin their search journey. While the platforms with the largest share have been established the longest, the growth of new platforms has been rapid, so they should be considered when developing digital marketing strategies. An analysis of the latest Google trends to understand what’s on people’s minds in these tough economic times. This information allows marketers to identify new and changing trends in consumer demand to ensure rapid response to changing consumer needs.

Google’s new update rewards content written for users, not search engines

Google has announced a new update, known as the Update “useful content”. Essentially, it targets sites that feature significant amounts of content “useless”, meaning content written with the intention of ranking in search engines, rather than educating users. The update will start rolling out in the next few weeks and is expected to have a “significant impact” on search results.

Without hyperbole, this is the biggest shakeup since the update. “Penguin” in 2012, and will eliminate content written for search engines, rather than readers. As such, the focus on content strategies will need to be hyper-focused on producing high-quality content that delivers genuine value to users.

Why alt text is important in all content

Search Engine Journal has broken down the importance of high-quality alt text and explained its function for users and its role in communicating with search engines. Not only is the quality of alt text a key ranking factor, but its proper use is a key aspect of accessibility for screen readers, who rely on alt text to gain a full understanding of content. . Truth be told, alt text should serve a user by describing the content to them, rather than being exploited to stuff additional keywords.

As the number of screen readers continues to grow and search engine crawlers become more sophisticated, it’s more important than ever that alt text is clear, concise, and most importantly, non-exploitative. Additionally, well-written alt text is a crucial ranking factor and can be important in showcasing the authority of your content.

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