Trends, updates, new tools, new features … What are the key takeaways from the latest Worldwide Web news for the week of July 14th to 21st, 2017?

SEO NEWS/TOOLS

Optimizing H1, H2, H3 Header Tags for SEO

The title tag is an html tag containing the title of the web page. This article in French focuses on the importance of the title tag and other header tags in structuring the content of your text. These tags also make it possible to improve organic SEO and make your content easier for internet users to read: http://www.1ere-position.fr/blog/optimiser-les-balises-titres-h1-h2-h3-pour-le-seo

Sudden Spike in Google Analytics Spam Traffic? Let’s Find Out Why!

Spam, also known as junk email, is sometimes a source of sudden increase in traffic. The article below reveals different methods and tools you can use to determine the origin of the spam and thus avoid distorted data: http://www.lunametrics.com/blog/2017/07/18/google-analytics-spam-traffic-investigation/

What is Clustering?

Detailed throughout this article in French, Clustering can be confusing to users because it can have two meanings. On the one hand, Clustering means classification by search engines of sites or web pages in different themes. On the other hand, Clustering can denote the fact of limiting the number of links in an SERP for the same website: https://www.abondance.com/actualites/20170719-18235-definition-clustering-cest-quoi.html

Why mistakes make you a better link builder?

The author of this article presents what his experience has shown to be the 11 most frequent errors committed during the process of link acquisition. Among these mistakes, getting a link on a hacked site or on a page not indexed by Google can be considered “benign” errors but they can definitely compromise your SEO: http://searchengineland.com/mistakes-make-better-link-builder-278626

Semantic Search: What it Means for SEO in 2017

Quickly providing accurate responses to a query made by a user on a search engine is the main goal of semantic search. Thanks to this functionality, the user’s request is processed more precisely in terms of intent and context. Fom an SEO perspective, this can also guarantee you better organic visibility. Interested? Pay close attention to the 4 steps presented in this article: https://searchenginewatch.com/2017/07/17/semantic-search-what-it-means-for-seo-in-2017/

SEM NEWS/TOOLS

Optimizing for High Converting, Low CTR Campaigns

This article explains how to improve the conversion rate of campaigns with a low CTR in 4 simple steps:

  1. Review the details of the campaign and ad group structure
  2. Use your extensions properly
  3. Improve your advertising message
  4. Track your quality score

http://www.granularmarketing.com/optimizing-high-converting-low-ctr-campaigns/

How to Do Keyword Research for Your YouTube Videos

In 2019, 80% of internet traffic will come from videos. With this article, you, too,will be able to seize this opportunity and create powerful video content for your audience. The tools presented here will maximize the impact of your YouTube videos using keyword research tactics: https://www.advancedwebranking.com/blog/keyword-research-for-youtube-videos/

How to bring your potential customers back with retargeting?

Retargeting is a well known technique that should be better used by marketers today. Indeed, 92% of users who come to your site for the first time are not ready to buy. This article presents the 3 main reasons why users don’t immediately convert on your site:

  1. They are waiting to do more research
  2. They think they can get a better deal elsewhere
  3. They have multiple needs

http://searchengineland.com/bring-potential-customers-back-retargeting-277759

Location, Location, Conversion

Location extensions help users to easily find your business. This article offers various tips for managing this feature in 3 key steps:

  1. Set up your Google My Business account
  2. Add your location extension in AdWords
  3. Add filters if your business has more than one location

http://www.acquisio.com/blog/agency/location-location-conversion/

You Are Not Your Customer

The general idea of this article is: “Being a good customer will make you a good leader.” So, here are 4 tips to help leaders put themselves in the shoes of their customers, better understand customer needs, and thus sell more products:

  1. Create a dashboard, highlighting the experience of your customers
  2. Interact directly with customers
  3. Recruit your customers to your team
  4. Take nothing for granted and don’t be afraid to revisit and rework your marketing core values

http://adage.com/article/viewpoint/customer/309810/?utm_source=Viewpoint&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/Viewpoint

WEB & TECH NEWS

Ask a question, get an answer in Google Analytics

Do you feel lost in a pile of data? Do you just want to know if your marketing actions can convert users? Just ask Google! Google Analytics’ new smart feature will allow your team to get answers in no time and analysts to devote that time to further research: https://analytics.googleblog.com/2017/07/ask-question-get-answer-in-google.html

Amazon launches Spark, a shopping dedicated Instagram for Prime Customers

Do you dream of a platform that brings together the best of Instagram and Pinterest? Amazon has it! Spark, which will be available to Premium account users only, will allow users to post photos of themselves  using one or more Amazon products. They can also comment on other users’ photos and give them a “smile.” Read more about it in this article in French: https://www.blogdumoderateur.com/amazon-spark-instagram-shopping-prime/

What do we know so far about Google’s new homepage?

With the latest update of its homepage, Google has made the most significant change since its creation in 1996. Only available to US users, the new homepage will be leading the international scene soon enough. We’re talking about a news feed that will be fully customizable to your interests. So, is this a strategy to fend off the competition or a new opportunities for marketers? The answer will come during the month of August: https://searchenginewatch.com/2017/07/21/what-do-we-know-so-far-about-googles-new-homepage/

Stay connected for next week’s digital marketing hot topics!

Posted 31/07/2017

About the author

Eva Dieudonné