2021 Google updates round up: everything businesses need to win at search

30-second summary: There have been three core updates in 2021, released in June, July, and November, while another was rumored but unconfirmed in October Featured snippets that fell under the YMYL algorithm were unexpectedly removed in February, then restored in March Product reviews came under the microscope in April, with marketing and sales-centric language penalized in favor of expertise on review-centric websites Multiple spam updates unfolded throughout the year, though these updates should not impact any website that follows Google’s guidelines Successful SEO strategy is akin to dancing the tango with Google updates. Unfortunately for copywriters, the Big G can be an unpredictable partner at times.

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2021 Google updates round up: everything businesses need to win at search

Social media marketing: four keys to boost lead generation and sales

30-second summary: Social media has increasingly become a key avenue for the fate of brands’ online performance There is a relation between brand perception, social listening, customer service, and the eventual consumer spending power Here’s how social media marketers can make the most of social channels to drive business value In order to gain sales and increase leads, social media marketing must be fully integrated within a company’s overall marketing strategy – including search.

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Social media marketing: four keys to boost lead generation and sales

Here’s how you can master your next seasonal digital marketing campaign

30-second summary: To ensure organic visibility for your seasonal pages, start creating, optimizing, and analyzing them now Start creating, organizing, and scheduling seasonal content assets now for a head-start when it’s time to start focusing on driving sales Evaluate your past seasonal content performance to be able to recycle, update, and possibly even expand them into standalone projects Research your competitive tactics to evaluate how they utilize seasonality in their digital marketing strategy Create a detailed editorial calendar to plan out all assignments and deadlines to “catch” the rising interest in seasonal content and deals Summer is a slow season for many businesses, especially those in a B2B niche.

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Here’s how you can master your next seasonal digital marketing campaign

Why killing your content marketing makes the most sense

30-second summary: Most marketers diversify their content programs too quickly, endangering the program from the start Successful content marketers and media companies focus on fewer platform channels Instead of adding more channels, killing off underperforming channels works better Perform a content audit to find out channels in which you should stop creating content The problem is, simply put, out of control. Just because a company or individual can create and distribute content on a platform, doesn’t mean they should.

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Why killing your content marketing makes the most sense

The search dilemma: looking beyond Google’s third-party cookie death

30-second summary: In 2020, majority of the 181.7 billion U.S. dollar revenues came from advertising through Google Sites or its network sites Even though they will be removing the third-party cookie from 2022, the search giant still has a wealth of first-party data from its 270+ products, services, and platforms The Trade Desk’s 20 percent stock price drop is proof of Google’s monopoly and why it shouldn’t enjoy it anymore Google expert, Susan Dolan draws from her rich experience and details the current search scape, insights and predicts future key themes that will arise out of the 3p cookie death Imagine search as a jungle gym, you automatically imagine Google as the kingpin player on this ground. This has been a reality for decades now and we all know the downside of autonomy which is why the industry now acknowledges a need for regulation.

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The search dilemma: looking beyond Google’s third-party cookie death

Going beyond keywords: how conversational insights take the guesswork out of marketing

30-second summary: Keywords represent the tip of the iceberg when it comes to understanding consumer intent Using AI-powered chatbots, conversational data that occurs over messaging channels like Facebook Messenger and Instagram Messaging can give businesses a deeper understanding of what consumers want Below, we’ll discuss how conversational marketing platforms like Spectrm use natural language processing (NLP) and artificial intelligence (AI) to guide customers through the buying funnel A robust conversational marketing platform makes it possible for companies to build chatbots that engage and convert customers on the websites, apps, and social platforms where people spend their time For more than two decades, Google and other search engines have attempted to crack the consumer intent code. The entry point for a search marketing campaign is the keyword list.

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Going beyond keywords: how conversational insights take the guesswork out of marketing

Cross-channel marketing: why you shouldn’t put all your eggs in the Google basket

30-second summary: Very few SMBs use multiple channels for their online advertising Facebook is the most effective channel based on the cost for CPM and CPC It’s important to remember that every business is unique when it comes to deciding on budget allocation For any business in the software as a service (SaaS) space, data analysis and science are crucial to ensure they keep pushing ahead to reveal those insights that can really make a difference. With this in mind, the Cambridge MBA team looked to leverage Adzooma’s extensive data to identify new ways for SMBs to maximize their ad spend with cross-channel marketing.

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Cross-channel marketing: why you shouldn’t put all your eggs in the Google basket

Where do you take your marketing strategy from here?

30-second summary: Most marketers agree that creating content is a core business strategy SEO can help you capitalize on the content you’ve created and see lasting results Create content around common sales objections to improve the sales process Instead of going all-in on the best-case scenario of in-person events being able to happen in 2021, create a plan based on what you know works now and could continue to work into the future as well With 2020 pulling the rug out from under pretty much everyone, it’s no surprise that marketing has had to shift over the past year. Where the focus for many organizations was once in-person meetings and events like trade shows and conventions, it’s now mostly shifted to tactics that can be deployed remotely. The biggest winner out of all this change has, without a doubt, been content marketing

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Where do you take your marketing strategy from here?

Everything you need to know about audience targeting without relying on third-party cookies

30-second summary: Following the passage of landmark consumer privacy laws, Google announced its intention to phase out third-party cookies by 2022 Businesses that rely on these cookies for granular consumer data are now forced to rethink their strategies for accurate audience targeting Some businesses are turning to publisher walled gardens, while others are leaning more into contextual advertising Coegi’s Sean Cotton explores the challenges and opportunities marketers face in the absence of third-party cookies, as well as viable alternatives they can use to keep audience targeting on point Following the passage of landmark consumer privacy laws, Google officially announced its intention to phase out third-party cookies  on Chrome browsers by next year. This is certainly a victory for the conscious consumer wary of selling data to advertisers, but it’s also one that might leave businesses scrambling when the cookie jar disappears.

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Everything you need to know about audience targeting without relying on third-party cookies

Why progressive web apps (PWAs) are poised to dominate moving forward

30-second summary: Progressive web apps (PWAs) offer app-like experiences without requiring users to download anything from an app store PWAs are also much less of a burden for developers than native apps, which require ongoing updates, review management, and shared profits with app stores Nick Chasinov, Founder and CEO of Teknicks, outlines a few of the major business benefits of using PWAs If Apple was threatened by “Fortnite” trying to bypass the App Store , it’s not going to be happy when progressive web apps take off. PWAs disrupt the tech giant’s granular control over the Apple App Store because they offer app-like experiences without the need to download an actual app. They’re designed for the everyday website user but provide many features that are exclusive to native apps.

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Why progressive web apps (PWAs) are poised to dominate moving forward