This week, Google’s latest modifications keep us on our toes, from GA4 feature announcements to the disappearing continuous scroll. Meanwhile, the Fediverse rises, accurate tracking data is scrutinised, and Google’s NavBoost highlights brand favouritism. Let’s dive into these five digital marketing headlines and see what’s brewing! ➡️➡️➡️

Google NavBoost: A Brand Boost or Bust?

Google’s NavBoost appears to give brands a nice, gentle hand-up in non-brand search by virtue of reflected glory. While this sounds great in theory, it’s also a bit of a double-edged sword. For big brands, it means more visibility and potentially higher engagement, nice for the,. However, smaller brands struggle to compete with these overly-prominent brands hogging the limelight.

This highlights Google’s ongoing favouritism towards larger brands, a trend we’ve seen before. If you’re managing a smaller brand, you might consider focusing on niche keywords and leveraging local SEO to maintain visibility. Don’t let the giants overshadow your unique offerings. Or you can start to accumulate links, mentions and other signals by acting like a big brand. Don’t be afraid to shout about yourself.

Need help with SEO strategies? Let’s chat.

Accurate Tracking Data for Optimal Ad Performance

Tracking data has always been a cornerstone of digital marketing, but many businesses still struggle with data accuracy. Inaccurate data can lead to misguided decisions, wasted ad spend, and missed opportunities. 

It is really important to have robust tracking setups and regular audits to ensure your data reflects reality.

Regularly auditing your tracking setup is crucial. Ensure your Google Analytics, pixel tracking, and CRM systems are all singing from the same hymn sheet. If you’re not sure where to start, our analytics and performance services, as well as CRM consultancy can help you get back on track. Talk to us.

Continuous Scroll: The Next Dodo?

Google has pulled the plug on continuous scroll for desktop search results, reverting to the classic paginated format – or at least they are testing it. This change will affect how users interact with search results and how businesses get their traffic from search. 

While continuous scroll aimed to keep users more engaged, its removal suggests it didn’t quite hit the mark, or it affected ad revenue negatively. I’ll miss it because you often found useful nuggets in amongst the spam on page 2, 3, or even 4. 

With the return to pagination, it’s time to refocus on Page 1 SEO strategies that ensure your site ranks well on the first page. High-quality content and strategic keyword use remain vital. Need an SEO tune-up? Contact us.

New GA4 Features: What You Need to Know

Google Analytics 4 (GA4) is rolling out new features designed to enhance data collection and analysis. These updates aim to provide more granular insights into user behaviour, helping businesses fine-tune their marketing strategies. Key updates include improved event tracking and deeper integration with Google Ads.

Staying on top of these updates is essential. Regularly update your GA4 setup to leverage these new features fully. 

If you’re feeling overwhelmed by the constant changes, our digital analytics services can help you stay ahead of the curve. Let’s connect.

The Fediverse: A New Frontier for Social Media?

Facebook’s latest exploration into being the good guy is to join the Fediverse, a decentralised social network ecosystem, which could mark a significant shift in how social media operates. 

This move aims to give users more control over their data and interactions, as well as taking away a reliance on a single platform, or network. While still in its infancy, the Fediverse represents a potential game-changer in digital interactions. Although the way the internet develops, it could also take 1000 years to materialise (see HTML5, or any other “standard”).

Decentralised networks could redefine your social media strategy, and definitely should be a consideration. Start exploring how these platforms might fit into your marketing mix. If you’re curious about the potential of decentralised social networks, our social media management services can guide you through it. Reach out.

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