Marketing Midday - February 13, 2023
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
four top headlines:
1. A ranking factor leak from Russian search engine, Yandex, may have surprising implications for SEOs today.
2. Should more marketers challenge consumers to do their own research on their brand?
3. In the search engine sphere, Yahoo has been dropping hints of a competitive return and could be making a comeback.
4. In Marketing Spotlight, we explore the latest marketing innovation from NexBelt.
1. Yandex Leaks Over 1,900 Ranking Factors
According to Search Engine Land, Yandex – a Russian search engine – recently leaked over 1,900 factors used by the search engine for ranking results, providing insight for SEOs interested in reading the full list of ranking factors. According to Martin MacDonald, a digital marketer and entrepreneur, “The Yandex hack is probably the most interesting thing to have happened in SEO in years.” However, marketers must remember – Yandex is not Google, and many Yandex ranking factors might not relate to Google. Additionally, certain ranking factors, like text relevance, host reliability, and end-user behavior signals, should not come as a surprise to proficient digital marketers.
2. Should Marketers Challenge Consumers To Do Their Own Research?
Why don’t more marketers challenge consumers to search for their brand? In a recent opinion piece for MarketingWeek, Andrew Holland argues that connecting TV ads to search by telling viewers to “do their research” can breach the gap between TV and search engines, converting even the most skeptical consumers. How does this differ from other advertising? Andrew explains that asking consumers to do their research encourages viewers to search for your brand – not a niche. It’s the difference between “being searched for and being found through search.” What can YOU do to encourage users to search for your brand? And if you’re not, Andrew would argue that it’s worth considering.
3. Yahoo May Make a Comeback in the Search Engine Space
According to Search Engine Land, Yahoo has been hinting at a competitive return to the search engine space, and it seems like the engine is about to make a comeback. First, Yahoo posted a job listing for “Principal Product Manager, Yahoo Search.” Yahoo also reactive its Yahoo Search Twitter account. Some teaser Tweets have included phrases like “Just popping in to remind everyone that we did search before it was cool.” Finally, Yahoo executives posted about their job listing on LinkedIn, writing about opportunity for big innovation and impact in the Search sphere. We’re excited to see if and how Yahoo makes a comeback in upcoming months!
4. Marketing Spotlight: NexBelt Newest Product Checks The Marketing Boxes
The four Ps of marketing – product, price, place, promotion – are often referred to as the marketing mix, and NexBelt hits them all. NexBelt’s newest product, the NTAC-45, is a heavy-duty belt created for a variety of tasks – from a hunting trip to running errands. According to the NexBelt website, the NTAC-45 is “designed to give you the support and stability you need when carrying essential gear in any tactical situation.” Beyond a great product, NexBelt capitalizes on the entire marketing mix by using impactful video and high-quality imagery to market their product to their target audience. Plus, the NTAC-45 is offered at an affordable price.
Keep Up With the Latest Digital Marketing Headlines
Those are our top 4 stories of the week! Want to see more exciting marketing insights in our midday episodes? 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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