Latest SEO, Paid Media, & Digital Analytics news
Google dominated the headlines once again in May 2021, especially in the SEO space, where the search giant dropped a bit of a surprise on the industry. The company also made waves in the Paid Media world following this year's Google Marketing Livestream. But it wasn't all about Google this past month, as Twitter and Apple had some exciting news to share as well.
Learn about these stories and much more—including our latest Insights articles—in this month's Digital Roundup.
Google showcase powerful new MUM technology
Google's I/O conference this past month included, among many other things, a preview of the company's incredibly powerful new Multitask Unified Model (MUM) technology. Given its namesake, it's no surprise that MUM is a multitasking behemoth, allowing for deeper learning and understanding of concepts.
On a search level, this means potentially providing users with answers to queries they previously thought were too complicated for a search engine to understand. At least, that's the word at Search Engine Land, where editor George Nguyen provided a full look at MUM's potential.
Google's Page Experience update coming to desktop
We already knew that Google planned to roll out the Page Experience algorithm update to mobile this June, but did you know it's coming to desktop, too? Google Producer Jeffrey Jose tweeted the news on 18 May—and that's it. We're not quite sure when the update will arrive, but Jose said (per SEL) that we can expect more information and full documentation soon. We'll keep you posted.
Paid media stories
Google Marketing Livestream 2021 announcements
While this year's Google Marketing Livestream was fairly mild compared to previous years, the event did feature its fair share of announcements. The company compiled them into a neat, easy-to-read outline, too, with 15 highlights making up the blog post. You can check it out in this Google Ads blog post, where they cover topics including Performance Max campaigns, how to buy and plan digital video more effectively, and better attribution reporting.
Living in a post-ATT world
We're just about a month into the App Tracking Transparency (ATT) rollout for Apple's iOS14, and we're seeing different reports on performance across the industry. However, as with the formula for success prior to the change, there's no one-size-fits-all answer for post-ATT fluctuations other than to test, learn, and iterate. Also, make sure you're challenging old best practices where necessary to see potential wins.
Want to know more about how to handle the post-ATT landscape? Get in touch with us today.
Digital analytics stories
Twitter ad sales fail to keep pace with rivals
Twitter may be seeing steady increases in their revenue, total ad engagement, and daily active users, but that's precisely the problem—it's only steady. And for those speculating future numbers for the company, they may be overshooting a bit. As The Glam Street points out, Twitter Chief Financial Officer Ned Segal says the company will likely undershoot Wall Street revenue estimates.
This is all happening as their digital rivals, namely Facebook, have seen bigger growth. It will certainly be interesting to see how everything shakes out in the coming months, especially with the impending launch of Twitter's new premium service.
Tips for a holistic approach to conversion rate optimisation
If you're looking for ways to improve your conversion rate optimisation strategy, we have just the guide for you. Over at Business2Community, author Angela Hausman, PhD put together a great series of tips for creating a holistic approach to CRO. There are helpful and easy-to-read visuals, actionable recommendations, and more to uncover in her article, so head over to B2C to get started.
We have more exciting news to share with you from our team. In addition to new blog content, we are continuing our free webinar series featuring deep insights from our digital marketing experts.
Here's what we published in May 2021.
- How to conduct a PPC audit: Client Growth Manager Richard Ingilby provides an in-depth guide for conducting a basic audit of your PPC campaigns.
- Advanced PPC audits - introducing our PPC audit tool: Richard outlines the 5 steps of how to perform an advanced PPC audit—a must after you're acquainted with the basic approach.
- How website accessibility could increase your revenue and much more: Content Design Director Jessica Neale explains the importance of making your website accessible and how it may impact your bottom line.