🔍 Trump blocked from social media, tech platforms

Plus, how to choose marketing KPIs that matter for your business

Jan 08, 2021 Good morning, Search Marketer, and boy, am I ready for some precedented times. I saw that in a tweet yesterday, and while it gave me a little chuckle, it made me think too. This week has been a rollercoaster of news, even just in the marketing space. Social media, content, and advertising marketers across the nation (and globe) have had to think on their feet, adjust and pause campaigns, and reimagine their content. We've summarized the top headlines for you here, including the unprecedented measures Facebook, Twitter, Shopify, and Twitch have taken to block or ban President Trump from their platforms in light of Wednesday's violence.  I also encourage you to check out "Algorithms of Oppression: Do search engines reinforce racism?" by Dr. Safyia Noble for DeepCrawl in our What We're Reading section, too. This piece and her book deep-dive into how our algorithm-focused platforms can reinforce our own confirmation bias through what we (wrongfully) assume is just unbiased math. And, most importantly, what we can do to push for change. It's a piece worth digging into before a restful weekend. Carolyn Lyden Director of Search Content   Social   Facebook blocks Trump for remainder of term while Twitter sets temporary ban The largest social media platforms, Facebook and Twitter, have taken action against President Trump's accounts. Twitter was the first to move, issuing a 12-hour lock on the outgoing president's account, with the possibility of an even longer penalty if he doesn't remove tweets that violate the platform's rules. Facebook followed with a 24-hour ban, but then extended it indefinitely and for at least the next two weeks (read: the remainder of his presidency). The charged political climate is being reflected and discussed heavily on social media, causing advertisers to pause their campaigns due to brand safety concerns. "We advised our clients that there was so much coverage of the situation, running into a brand safety scenario, or coming off as insensitive to the situation in DC would be inevitable," Jonathan Kagan, VP of search at Cogniscient Media|9rooftops, told Search Engine Land, "To avoid possible brand association, we recommend they temporarily cease paid social ads." Read more here.   How to optimize SEO with user-generated content Learn why User-Generated Content (UGC) is one of the most effective ways to create a highly successful, long-term SEO and conversion strategy. This report from Shopper Approved will show you how to collect more UGC and use it to dramatically improve your organic and paid search results, including increasing your page rankings and Google Ads click-through rates. Get your copy now! »   5 tips for your Google Ads campaigns Sponsored by SEISO As time goes on, Google Ads offers more automations and additional complexity. While some automation may be helpful, you need to be sure it's not compromising your control over your campaigns. After all, Google doesn't know your brand and the built-in functionality may not be what you're looking for. To succeed in 2021, you must be able to integrate more data, retain control over automatic Google optimizations and fight against increased competition… all with the same 24 hours in a day. Let's look at the 5 New Year's resolutions you should focus on in 2021. Read more »   Analytics   Selecting better KPIs for your business: What to consider and how to bolster your most important metric A KPI is a metric, but not all metrics are meant to be KPIs: "Metrics reflect how successfully an activity is completed to support the KPI," Tanu Javeri, global digital analytics enablement lead at IBM, said during SMX Virtual in December. "Simply put, KPIs are strategic, while metrics are tactical." To single out the correct KPIs to guide your strategic decisions, you need to know what stage of growth your business is in, the actions you're taking to reach your goals, as well as what the possible consequences may be as your organization shifts focus to your new KPIs. Once you've identified your KPIs, look to strengthen them by associating each step of your user journey with a metric that can provide you insight into what's working well and what may be leading to lost business. You can bucket these metrics into leading indicators, which are useful for measuring the likelihood that you'll reach your KPIs (metrics such as contact form fills and site traffic) and lagging indicators, which tell you about the current state of your business (through metrics for events that have already occurred, like revenue from last quarter or feedback scores). Read more here.   Unlock proven tactics to measure search marketing success Join us online, February 23 at SMX Report: a deep dive into everything you need to know about analytics for search marketing. Book now for just $99! Register now »   Search Shorts   Google Search Console, Data Studio, Robots.txt tester & APIs Google Data Studio with Search Console news queries. Google Analytics posted on Twitter that you can now pull into Google Data Studio query data from Google News. We believe this launched in December when this news data came to the Search Console API. Robots.txt tester tool upgrade. Gary Illyes of Google said he is working on upgrading the robots.txt tester tool to use the production parser.  There is no ETA but when it happens, we will let you know. Search Console API issues. It is doubtful that the Search Console API has issues and the web interface does not said John Mueller of Google. He posted on Twitter "IMO if there were a general API issue, that would be pretty visible. The API uses the same data as the SC UI, so it's not that there are different sources that need to be sync'ed."   What We're Reading   We've curated our picks from across the web so you can retire your feed reader. Algorithms of Oppression: Do search engines reinforce racism? – DeepCrawl B2B SEO Strategy Guide 2021: 7 Lessons from Companies that Drive 2M+ Visits/Month – HigherVisibility Bid Automation & Budget Allocation 2x Revenue at a 12% Higher ROAS – Seer Interactive Google CEO says 'lawlessness' at U.S. Capitol 'antithesis of democracy' – Reuters Google Interesting Finds List Adds Related Tags – Search Engine Roundtable   https://searchengineland.com/ Want to advertise? This email was sent to hamoulemouedda.shopingdznow@blogger.com. Unsubscribe. We respect your privacy. This email was sent by: Search Engine Land - a Third Door Media, Inc. publication with headquarters at 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539 Manage my preferences. © 2006-2021 Third Door Media. All Rights Reserved.

 

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الجمعة، 8 يناير 2021