Marketing Midday - June 20, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
five top headlines:
1. Ahrefs revealed its new search engine, Yep, with a promise to pay 90% of advertising profits to content creators.
2. Meta is introducing new features for Facebook and Instagram Reels, including extending Reels to 90 seconds.
3. Google’s May 2022 Core Update is complete, and many SEOs are speculating that the update targeted AI-generated content.
4. Two updates from LinkedIn: the platform uncovered which type of InMail performs best and announced a new business manager platform.
5. Exact match keywords are becoming obsolete. Google’s results match the search intent behind the query instead of the exact words.
1. Ahrefs Revealed Its New Search Engine: Yep
In direct competition to Google, Ahrefs revealed its new search engine: Yep. According to Yep.com, it will use a 90 - 10 profit sharing business model wherein 90% of advertising profits are paid directly to creators. The mission of Yep is to “go back to the basics, supporting good content.”
2. Meta Is Rolling Out New Features For Facebook and Instagram Reels
According to Tech Crunch, Meta is rolling out new features for Facebook and Instagram Reels, including extending Reels to 90 seconds. New templates will allow users to create reels using the same structure as the Reel they just watched.
Instagram is adding polls, quizzes, and emoji-sliders to Reels.
Facebook Reels are also gaining some new features. Gamers can now create vertical Reels directly from their Live content and desktop video clipping tools, perfect for those looking to make Reels on their desktop instead of their mobile device.
3. Google’s Recent Core Update May Have Targeted AI-Generated Content
Google’s broad core update finished rolling out on June 9th. Although Google’s specific target is unclear, Search Engine Journal reports it may have affected AI-generated content.
Broad core updates affect all search results to some degree, but the impact is often more noticeable in certain areas. While it’s too early to draw any certain conclusions, some SEOs see significant negative ranking impact for AI content. Google states that AI-generated content is against its guidelines when used to manipulate search results.
4. LinkedIn Uncovers Successful InMail Types & Uncovers a New Business Manager Platform
According to Search Engine Journal, LinkedIn recently ran a study on what type of InMail messages get the best results. The study found the shortest InMails, under 400 characters, performed best. Additionally, messages sent out Friday and Saturday get the lowest response rate, personalized messages get more responses, and users with their status marked “open to new positions” are the most likely to respond.
In other LinkedIn news, Search Engine Land reported that a new Business Manager platform is coming to LinkedIn. The new centralized platform will allow marketers to keep track of their accounts by combining "Campaign Manager" and "Pages." Admins will be able to view and manage teams, advertising accounts, pages, and business partners within one dashboard. LinkedIn did not say when the Business Manager platform would launch, but the VP of Product Management at LinkedIn said, “In the coming weeks.”
5. Exact Match Keywords Are Becoming Obsolete
There was a time when you had to type in the exact keywords you were looking for on Google, but a lot has changed over the last few years. According to Search Engine Watch, exact keyword matching is becoming obsolete.
Every day, 15% of Google search queries are completely new, because users are typing the same way they think or talk. For SEOs, keyword research tools are still helpful to understand search query patterns, but optimization must go a step beyond keywords. It’s not enough to use keywords in the page title, description, headings, and so on. Search Engine Watch recommends attempting to discover what satisfies the search intent behind a query and creating content for that intent.
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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