GA4 Properties Now Have Google Search Console Insights
Here’s what to look out for in 2016
Social networks
Social media is going from strength to strength, with almost every marketer believing that channels like Facebook, Twitter and LinkedIn are raising exposure for their businesses. Small enterprises in particular benefit from social marketing as it has a wide reach and is relatively cheap. Most companies are increasingly focusing on social networks to raise brand awareness.
Facebook is the favourite social media site among marketers, with many agreeing that they’ve picked up more traffic through it. LinkedIn is also a popular choice of venue for adverts and for driving more revenue. Spending on social media adverts is also up and looks set to carry on rising.
SEO – the next level
The biggest trend in Search engine optimisation is making SEO agile to the ever-changing Google algorithms. Another is to make the content attractive enough to hold people on the page – marketers are no longer writing content for search engines, with vague, catch-all keywords, but for real people who are ready to buy.
A big indicator of this trend is the shift to long-tail keywords, which pinpoint exactly what people are after. Long-tail keywords bring in “pre-qualified” traffic and are becoming more important as part of an SEO campaign.
Big data
Analytics is where it’s at in 2016. The internet has brought us some big numbers and companies need to be able to read and interpret the if they’re going to stay afloat.
It’s only going to get bigger, too, with data set to treble by 2019. This also means there’s more nonsense data out there and companies need to use analytics to keep their messages – and their feedback – meaningful. At present, less than one per cent of market data is analysed by marketers, mainly because most of the information is unstructured and incomprehensible. Taking steps to filter the huge amount of information is essential to digital marketers from now on.
About the author
PAUL SMITH - For over 20 years I have worked with businesses, enterprises and brands in Australia, NZ, UK and US to drive digital marketing growth using organic and paid traffic strategies. No fluff or BS, just straight-forward return on investment.
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