In this week’s digital news to watch, our Senior Performance Marketing Manager Tom and Senior Performance Marketing Executive Kylie discuss Google’s 2022 core update, Google’s title algorithm update, LinkedIn launches ‘Business Manager’, 8 new updates to Google Ads Manager and a potential UK investigation into Apple and Google’s mobile browser.
The 2022 core update that started on the 25th of May has finally completed on the 9th of June. If you notice some changes, the likelihood is that the update has hit you. If those changes are positive, well done! You have passed another update Scott free. However, if those changes are negative here is what you should do next. Google has advised that you improve your content. Google’s John Mueller has said “With the core updates we don’t focus so much on just individual issues, but rather the relevance of the website overall. And that can include things like the usability, and the ads on a page, but it’s essentially the website overall.”.
Google has updated its title algorithm for multi-language or transliterated/scripted titles. You must make sure that your title language matches the language on your website or Google might change it for you. Google has said that the update comes “based on the general principle that a document’s title should be written by the language or script of its primary contents.”. Google will try to find the best title link for the search result when the title is in a different language from its content. This is will be why you could notice any changes in your click-through rates or changes to your titles if you use multilingual titles or scripted titles.
LinkedIn is adding new features for B2B marketers which include a new business management dashboard that will allow easier management of multiple pages and people within one place. This feature will be useful for agencies managing multiple users and ad accounts bringing the LinkedIn feature list closer to that of something like Facebook. Alongside this LinkedIn will be launching a consultancy service which will give dedicated advice on building and improving your brand through LinkedIn.
Google Ads Manager is set to receive 8 new updates, the main one being GA4 integration, this follows on from new automated tools to support video and programmatic released last month. Google is clearly ramping up support for GA4 across all its marketing platforms with us now just 12 months away from UA support being removed.
Browser monopolies have long been the target of investigations for Google/Microsoft when it comes to desktop but now, Apple and Google are facing investigation in the UK which targets their ‘stranglehold’ on the market. This could potentially be a significant blow to Google with the end of cookie tracking, losing market share in the browser market could mean less overall data collected. If you own an iPhone, Apple’s inbuilt browser is the only browser you can install, 3rdparty browsers still use Safari with a different UI over the top. With rumours of Apple entering the search engine market soon, we may also see Apple entering more deeply into the advertising market.