It’s official – Google have increased the length of meta descriptions in search snippets to 320 characters. Now that’s great news for users and SEO’s alike! Slightly longer meta descriptions provide more informative descriptions that attract and engage searchers. Giving users exactly what they’re looking for, faster. And these improved search snippets are across all platforms, including mobile. Hooray! Historically, SEO’s had to find the (very fine) balance between writing meta descriptions that would be picked up by Google robots, as well as reading natural enough to spark interest and clicks from humans. This change marks another step towards putting humans first – and we couldn’t be more pleased. But, don’t rush to update your meta descriptions. Google’s public liaison for search, Danny Sullivan, hinted that the process is much more dynamic and likely to take relevant content directly from the page. Instead, you should focus on improving your on-page content. Firstly, make sure your page provides the content that searchers are looking for and that it includes variations of your target keyword. Keyword stuffing is absolutely not welcome, so make sure your content reads naturally. Finally, write and display content in a way that engages your audience. You can use metrics such as bounce rate and dwell time to understand the effectiveness of your page. We’ve got a great blog post to read if you want to learn more about using Google Analytics. If you’d like to learn more about our SEO services, then feel free to get in touch with our Digital Marketing team at firstname.lastname@example.org or call us on 01604 696385.
Rapid innovations in technology have begun to fully take over our lives and are now taking over our content marketing. 2017 was the year of influencer marketing, mobile video, marketing automation and introduction of chatbots. These content marketing trends are still very much popular today although new advanced trends are being introduced in 2018.
- Live video & live streaming on social
- Content will become more personalised
- Interactive visual content will become more popular
- Rise of augmented reality
- Smart content for Artificial intelligence
What is A/B Testing? A/B testing is somewhat a common practice across digital marketing and advertising strategies. Often referred to as “split testing”, the strategy involves the testing two different variables against each other to see what can attain the most efficient and successful results. It is usually carried to help bring scientific methodology to what otherwise would be simple guesswork. In terms of Google Adwords and your PPC campaign, A/B testing can help you increase click through rate and conversions, at no extra cost. How to use it Quite simply, the idea of A/B testing is rather straightforward; you’re experimenting between two different variables to see which one works best for your business. However, the approach to utilising the method, or even the different variables you can measure, can vary from scenario to scenario. For example, you may be unable to decide on two different sets of copy for your ad. Meaning by running split testing, you can see which version is performing better. Equally, you can experiment with two different landing pages for the same ad. Alternatively, you may notice from your Google Analytics, that your e-store is converting more from users on a mobile phone, compared to a computer. Therefore, you may want to implement increased bid adjustments so you can reach more users on a mobile phone, with hope of them converting. So, what kind of variables can be experimented with through A/B testing?
- Targeting Choices / Bidding Strategy
- Landing Page