Last month’s top news from our industry – October 2021


3 weeks ago
Lore Dessent
monthly pick  

 

So what’s new in the digital world in October? 

The announcement of the new Google Analytics 360, the roll-out of indented search results, infinite scroll on mobile search engine result pages, … and much more!

Let’s get you up to speed.

 

CLICKTRUST Brainfood

 

Advanced link building techniques

– Valentine Blondiau

In a previous article, we already discussed the importance of link building in the context of an SEO project and how it can impact your rankings and the visibility of your website in search engine results. In this article, we present you with some more advanced link-building techniques that will definitely have a positive impact on your organic visibility.

 

Google Universal Analytics to Google Analytics 4: All you need to know for a successful migration

– Lore Dessent

In October 2020, Google launched the fourth iteration of its popular analytics platform: Google Analytics 4. Though we don’t see Google Universal Analytics disappear anytime soon, we do believe that Google Analytics 4 is the future. In this article, we discuss the most important things you need to know before upgrading to Google Analytics 4, as well as how to upgrade to GA4 and how to get the most out of it.

 

Google-related news

Google tests feature to help users click from websites to competitors

– Search Engine Journal

“Google announced it is experimenting with a new feature that allows users to see search results while on a web page, without having to click back to the search results. The goal is to help users compare search results and make it easy to quickly click away from a web page and visit a competing web page.”

 

Google Analytics 4 updates

– Search Engine Land

“A new Search Console integration, data-driven attribution and new machine learning models meant to fill in measurement gaps are coming to Google Analytics 4 (GA4), encouraging people to make the change.”

 

Built on GA4, Google announces the new Analytics 360

– Search Engine Land

“”Google announced a revamped version of Analytics 360 which builds on Google Analytics 4 as a foundation.The new features include the ability to create product line sub-properties, custom user roles and larger caps on dimensions, audiences and conversion types.”

 

Indented results roll out at 40% of SERPs

– Moz

“Recently, after months of testing, Google pushed a full roll-out of indented results. These are groups of organic results from the same domain, but are different from expanded sitelinks.”

 

What does Google’s infinite scroll on mobile mean for advertisers?

– Search Engine Land

“Google announced that mobile users will now have continuous scroll in search results. This change does not affect how the ad auction works or the way Ad Rank is calculated, but there may be some changes in metrics.”

 

Other

What is causal impact analysis and why should you care?

– Seer Interactive

“Noise can make it very difficult for a marketer to separate true impact of an optimization from, well, everything else that’s going on in the world. Causal Impact Analysis can reduce the noise and provide real statistical insight into your efforts giving you the confidence to move forward with, or revert, marketing initiatives.”

 

What if performance advertising is just an analytics scam?

– SparkToro

“In 2020, AirBnB cut $542 million of performance advertising spend and saw no measurable falloff in attributable sales. They continued this ad-slashing practice in 2021, with similarly eye-popping numbers. Could it be that all those ads did nothing?”

 

Youtube announces live shopping and CTV product updates

– Search Engine Journal

“At Advertising Week New York, the latest live shopping and CTV product updates from YouTube were announced. These announcements provide a clear picture of what’s coming next in streaming and commerce.”

 

Youtube SEO: Auto chapters now a source of metadata for search

– Search Engine Journal

“YouTube is now using automatically generated chapters as a source of metadata in search. Previously only manually defined chapters were used when ranking search results. This has the potential to impact how your videos are ranked.”

 

Facebook has new communication tools for businesses

– Search Engine Journal

“Facebook is rolling out a series of updates targeted at businesses, including audio & video calls in Messenger, live audio rooms, and more.”

 

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