In the past week, Google rolled out a core update which came as a last-minute surprise to webmasters. Elsewhere, the skills gap in digital advertising is continuing to grow according to one business owner. Here’s our five to watch this week in digital:
Google rolls out December 2020 core update
Last week, Google sent out a tweet notifying people that a core update was to take place the same day. The December 2020 core update rolled out on December 3rd and contained several pointers for webmasters on how to improve rankings. Unsurprisingly, content came out on top as the area webmasters should be focusing on.
Core Web Vitals now only applies to mobile
Following the core update, the Google Webmaster Forum revealed that the User Experience update (Core Web Vitals) would only apply to mobile search – for now. As a response to the question, “My website is mobile-friendly, but my Core Web Vitals score is low on mobile. How is that possible?” Google said,
“The Page Experience signal measures aspects of how users perceive the experience of interacting with a web page. Core Web Vitals is one aspect of this along with Mobile-friendliness. These are not meant to be overlapping but additive in order to provide a holistic picture of page experience.”
Specsavers CMO talks about inhouse marketing
Katherine Whitton, CMO at Specsavers, shares her knowledge and experience ahead of her departure from the company. Specsavers has had an inhouse marketing team since 1988 of which Whitton is a firm advocate. In her interview with The Drum, Whitton explains the importance of understanding why you’re inhousing, saying,
“Over the last three years, we’ve been emerging from a pretty traditional mindset around marketing and shifting it to be in-line with the progression of modern marketing, by bringing in CRM, social and programmatic specialism. We took a creative department that was predominantly art directors and copywriters and built around them with what a modern integrated agency would be in terms of skills.”
Search marketing is the key to creating marketing strategies
Marketing Week’s Gracie Kite reveals why search data is capable of so much more than marketers think. In her article, she explains that search data can be used to get an idea of what consumers want, help brands better position themselves for growth and even tell them what words will work best for a campaign.
The skills gap in digital advertising that’s affecting recruitment
Gordon Campbell, a co-founder of Glasgow-based ClickBoost, claims there is a skills gap in digital advertising. This is leading to recruitment difficulties as candidates don’t have detailed experience in one particular area. Campbell stresses the importance of hiring the right candidate for the job even though this might seem a little tricky at times. At Modo25, we have a thorough hiring process that ensures the right people with the right experience join the team.
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