In this weeks digital news to watch, our Senior Performance Marketing Manager, Tom, and Senior Performance Marketing Executive, Kylie, discuss Google’s new releases, the surge in marketing job vacancies and why digital ad spend has increased by 49%.
Marketing job vacancies have tripled since the pandemic
As the world gets back on it’s feet after a challenging 16 months, the marketing sector is bouncing back with a surge of job opportunities now available.
According to a research study for Marketing Week conducted by job site Reed, there was a 302% rise in opportunities for marketers in the six months to August 2021 compared to the same period last year. The data shows marketing managers and CMO’s have been in particularly high demand, accounting for more than one in 10 roles over the past six months.
Google publishes advanced SEO guides for e-commerce
Google have published a series of guides, specifically for e-commerce, directing site owners on how to get their content and products to show up in Google Search.
Google have released 7 different guides detailing:
- Where e-commerce content can appear on Google
- How you can share your product data with Google
- How you can help Google understand your content using structured data markup
- How to launch a new e-commerce website
- How to make your URLs SEO friendly for e-commerce
- How to design your navigation and internal linking to help Google understand your site
- User experience patterns that impact Google crawling and indexing your content
As these guides are coming straight from Google, we’d recommend e-commerce site owners have a read to see what you’re currently missing.
Delivery service disruptor Getir releases first campaign to compete with Deliveroo
Grocery delivery service Getir has released its first TV campaign entitled ‘You’ve got it’ to compete with the current market leader, Deliveroo.
This campaign replaces its previous slogan of ‘Groceries in minutes’ as it looks to diversify from Deliveroo’s competitive promise of groceries ‘in as little as 10 minutes’.
Since their launch in January, Getir has completed one million grocery deliveries across 10 locations and expects to expand its operations to cover up to 15 UK cities by the end of 2021.
Google announces Search redesign using MUM algorithm
Google have announced that their MUM (Multitask Unified Model) algorithm will be integrated into Google Search to provide users with new ways to find content and explore topics.
First introduced earlier in 2021, the MUM algorithm can search across languages and images to find answers to more complex queries. MUM will change Search in the coming months by providing users with topic paths to go down to further explore the topic they have searched. So far, we know three changes that are planned:
- Things to know – this feature will identify the most popular related follow-up searches to minimise the amount of searches a user needs to do.
- Topic zoom – this will allow users to jump in and out of related topics, from broader searches to more granular ones.
- Visually browsable search results – this is a new visual way to explore a topic, but it won’t show up for all searches, just those where the user is looking for inspiration.
The idea of these changes is to provide users with many more options and make it easier to find what they’re looking for, rather than just being limited to the top 10 blue links.
The next question on all our minds is, of course, how do we optimise for this? No guidance has been given yet specifically for any of these new features, but we’re not expecting any big changes. Our advice remains the same, using Google’s existing guidelines for titles, headings and other page attributes to describe what the page and make it easy for Google to understand what the web page is.
Digital ad spend surges by 49%
According to IAB UK’s H1 Adspend update, digital ad spend saw huge year-on-year growth in the first half of 2021. The data shows a half yearly spend of £10.5bn, which is up 49% vs H1 2020 and 42% vs H1 2019 (the last comparable period, not in lockdown).
The IAB’s update shows that search remains the single biggest digital channel – up 49% year-on-year to £5.5bn. While the display market has also grown considerably, up by 55%. One prominent performer within display was video, which rose 70% year-on-year to £2.3bn – an increase of 79% compared to 2019.
If you’d like help with your digital marketing, our team of specialists in paid search, affiliates and SEO can offer support and guidance. Our predictive analytics software, BOSCO™ uses cutting edge machine learning and trusted data to create marketing spend forecasts. If you’d like to know more, get in touch by sending us an email to hello@modo25.com
