Marketing Midday - August 15, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
five top headlines:
1. Google launched a new image preview interface within desktop search.
2. LinkedIn has added a new link sticker option and is testing a human-curated discover feed.
3. Are you ignoring keywords with zero search volume? You may be missing out on huge ranking opportunities.
4. Facebook will shut down the Live shopping feature on October 1; however, Live shopping functionality will remain on Instagram.
5. More than 60% of brands that increased their media investment during the last recession saw ROI improvements.
1. Google Launched a New Image Preview Interface
According to Search Engine Land, Google launched a new image preview interface in web search. When an image is selected, the preview window opens on top of the main search results. Instead of redirecting to the image tab in the Google search interface, this update keeps users within the main search results. This change may impact how/ if users come to your site from image-search results, affecting your click-through rate.
2. LinkedIn Rolled Out Two Significant Updates
Social Media Today reported that LinkedIn added another way to drive traffic to your site with a new link sticker can be added to images in LinkedIn posts. The sticker can be placed anywhere on the image in variable sizes and can only be added through the mobile LinkedIn app. However, the links can be interacted with by mobile and desktop users. The sticker is being rolled out gradually, so if you don’t have it yet, it will be arriving soon!
In other LinkedIn news, Search Engine Journal reported that LinkedIn is testing a new human curated discover feed. Within the mobile app, a new tab will house content published by accounts outside your network. The content will be curated by LinkedIn’s editorial team of real people, not algorithms. Vice president of product at LinkedIn, Blake Barnes, said, “We’re testing a dedicated space for you to discover relevant content and voices from people and organizations you’re not connected with, who you might not see or hear from otherwise.”
3. Zero-Volume Keywords Could Provide Huge Opportunity
Do you target zero-search-volume keywords in your SEO strategy? If the answer is no, you may be missing out on huge opportunities. According to Search Engine Journal, zero-search-volume keywords are hyper-focused long tail queries for which tools cannot provide data on search history or have low search volume.
These queries are typically longer than keywords with high search volumes and are extremely specific. The benefits of targeting zero volume keywords include:
- less competition (because many SEOs disregard them)
- hyper-focused audience targeting
- traffic generation
15% of queries on Google have never been asked on Google before, so you could be missing 15% of potential traffic by not targeting zero volume keywords.
4. Facebook Will Shut Down Live Shopping on October 1
Facebook will shut down the Live shopping feature on October 1, according to Marketing Dive. Meta stated: “As consumers’ viewing behaviors are shifting to short-form video, we are shifting our focus to Reels on Facebook and Instagram.” Users will still be able to use Facebook Live video, but they will no longer be able to create product playlists or tag products in the live feed. The Live shopping functionality will remain on Instagram.
5. Brands That Increase Media Investment During Recessions Often See Growth
During the last recession, brands that increased paid advertising saw a 17% increase in incremental sales, while those that cut spending risked losing 15% of business to competitors, according to the latest ROI Genome Intelligence Report from Analytic Partners.
While many argue that the marketing department should be the first to see cuts during macro-economic hardship, the ROI Report would label this as short-term thinking. Senior vice president at Analytic Partners, Mike Menkes, said, “Short-term thinking might make some shareholders happy at the next earnings report, but it undermines growth and therefore margins and true shareholder value over both the short and long term.”
Keep Up With the Latest Digital Marketing Headlines
Those are our top 5 stories of the week! Follow us on LinkedIn, YouTube, and Instagram to stay up-to-date with our newest episodes.
Meet the Author
Matt Scroggs
Senior SEO Strategist
Hi, I'm Matt Scroggs, a digital marketing strategist. For two decades I served as the senior digital marketer for several global, iconic brands. Today, I'm the chief marketing officer at RivalMind, an agency 100% dedicated to helping companies thrive by driving transformational growth through innovative digital marketing. I'm also a lifelong Cubs fan, a faithful family man, and a web analytics junkie—relentlessly tracking conversions, loyalty, and advocacy, which are often as elusive as the pennant!
Specialties: Marketing Savant, Idea Guy
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