What is Long-form content?

Long-form content is typically over a word count of 1000 words, or in video format, the content is over a minute in length.

Long-form content takes longer for a reader or watcher to consume, which often requires a level of engagement that demands the audience’s focus. Certain platforms and types of content on websites will warrant long-form content. For instance, some examples of long-form content include:

• E-books
• Research papers
• Blogs and articles
• Videos and podcasts

When to use long-form content?

Long-form content is best used when there’s more information and details to be shared. Because of this, it tends to accrue higher levels of traffic in a longer period than short-form content.

Establishing the purpose of your content will ensure you can set measurable goals. This type of content is particularly helpful when a business wants to build its authority whilst educating or entertaining its audience.

Long-form content offers practical benefits to site owners, with the potential to have content rank for keywords. Another practicality is the re-usability of the content, this type of content is usually far easier to rejuvenate and repurpose for other platforms. Long-form content that demonstrates originality and high-quality content that provides value to the reader is more likely to draw in readers.

Factors to consider

1. Long-form content is ideal for when there are plenty of resources and budget (whether that’s time or money). If resources are limited, long-form content may not be the most practical style to produce.

2. Another factor to consider is the audience who will be digesting the content, if they have shorter attention spans, the content may not be suited to their watching preferences.

3. This type of content doesn’t garner high volumes of engagement.

4. Long-form content is suitable for websites, YouTube content, and even TikTok, with creators being able to post anywhere between 15 seconds to 10 minutes.

What is short-form content?

Short-form content is anywhere under a minute long or is roughly under 1000 words long. This type of content requires less attention and, therefore, tends to cater for those with little to no attention span with their content consumption. This type of content is typically seen in:

• Email campaigns
• Blogs and news articles
• Infographics
• Social media posts

When to use short-form content?

Short-form content is best used when there’s a minimal amount of information needing to be conveyed. This style of content is often more casual as a result, it requires less structure and is easier to create multiple because it typically requires less time and resources budgeted for it.

Short-form content is best suited to more casual forms of content consumption, like videos on TikTok or a thread on Reddit.  This often means the content is shared and engaged with in a more informal and real-time way.

Factors to consider

1. Short-form content needs forethought and planning, without it, content can become repetitive, lose its relevance or lack the substance needed to establish authority.

2. This style of content doesn’t have the same longevity that longer pieces of content have; this is down to the lack of information, and the type of content usually subject matter covered is commonly time-sensitive.

3. Because there are fewer words or seconds to work with, the subject matter is at risk of being oversimplified, limiting the depth of information being shared.

4. Short-form content is best suited to be on social platforms like YouTube shorts, Metas social platforms, LinkedIn, or Reddit.

Each type of content has its own unique benefits to offer, as well as applications. The key to success lies in understanding the purpose of the content, the audience and the resources available to be used. Aligning your content format with your business goals and the needs of the audience will allow you to make meaningful decisions around content production.

Measuring and analysing content performance is a key way to assess how suitable and successful the type of format chosen is for your business’s content strategy. If you’d like to explore how to optimise your content strategy further, reach out to us!

Recently, Google has updated its search ranking system to identify when parts of a website are distinct or noticeably different from its main focus. This adjustment helps Google highlight the most relevant and useful information for users, ensuring that the search results align with each site’s primary purpose.

A Google spokesperson explained that their system is now designed to detect when a portion of a website is “independent or starkly different” from the main content. This system has already impacted some larger websites, where sections unrelated to the core theme have experienced a drop in visibility on Google Search. Consultant Glenn Gabe noted declines for sections of prominent websites, and Google clarified that these changes aren’t due to a new “site reputation abuse” algorithm, which is only manually enforced at this time.

Why content consistency matters for SEO

Consistency in a website’s content is essential for effective SEO. When a website maintains a clear, focused theme, search engines can better understand its purpose and rank it confidently for relevant search queries. A focused approach not only boosts visibility but also builds trust with users, who learn to expect a certain type of information. When a site introduces content that diverges from its main focus, it can confuse both search engines and visitors, potentially leading to a decline in rankings.

Examples of starkly different content and why it might happen

There are several reasons why a site might suddenly include content that doesn’t align with its primary focus:

• Affiliate partnerships: Many sites add sections focused on affiliate-driven recommendations for products or services to generate revenue. For example, a financial news site might introduce a section on “top gadgets” with affiliate links. While this may be profitable, it can seem disconnected from the site’s financial theme.
• Hosting third-party content: Some sites allow other brands to host content within their subdomains or folders. For instance, a health and wellness site might host fashion articles, creating a mismatch with its primary focus.
• Broadening content themes too quickly: Some businesses expand their content to attract new audiences. For example, a travel site might introduce financial advice. Without careful alignment, this new content can appear unrelated to both users and search engines.
• Content experiments: Sites sometimes test new types of content to see what resonates with audiences. For instance, an academic website might introduce entertainment news. These experiments, while insightful, may confuse search engines about the site’s primary purpose.

Why Google’s system recognises independent content

Google’s updated system reflects its guidance from 2019, which advised against allowing unrelated content within a site’s subdomains or folders without close supervision. Their latest recommendation is that websites create value-added, brand-aligned content. Google’s goal is to prioritise consistent, relevant information that accurately reflects each site’s brand and main theme, ensuring a more straightforward experience for both users and search engines.

What this means for marketers and how to manage different content on your site

For marketers, Google’s recent emphasis on content consistency highlights the need for a well-aligned strategy across all site content. If sections of a website stray too far from its main theme, they risk lower visibility in search rankings. Marketers should evaluate any content that may not fully reflect the brand’s core purpose and decide how best to integrate or adjust it.

If your site hosts different types of content—such as affiliate recommendations, third-party contributions, or experimental posts—consider these steps to keep it SEO-friendly:

1. Align content with your core theme: Review all sections to ensure they contribute to the brand’s main focus. If some content is notably different, try adapting it so it aligns with audience expectations and the site’s overall message.
2. Use clear and purposeful organisation: Structure distinct content in a way that doesn’t detract from the core purpose of the site. For instance, use a dedicated subdomain or clearly separated section, so both users and search engines recognise it as a supplementary offering.
3. Ensure relevance and quality control: Google values content that provides genuine value, so focus on quality even for topics that differ slightly from your main theme. Consistent quality across topics builds trust with users and search engines alike.
4. Monitor and adjust: Keep track of performance and user engagement for sections that diverge from the primary theme. If certain areas underperform or cause user confusion, consider realigning the content or removing it.
5. Communicate with third-party contributors: If hosting third-party content, set clear guidelines to ensure alignment with your site’s focus. This helps retain relevance and quality, ensuring all hosted content contributes positively to your brand.

By applying these strategies, marketers can maintain a cohesive, brand-aligned website that performs well in search results and provides a consistent experience for users. As Google’s algorithms continue to evolve, prioritising clarity and brand consistency will become even more valuable.

We are thrilled to announce that Intelligency, has been honoured with the prestigious Northern Enterprise Award 2023 for the Best International Boutique Marketing Agency. This accolade highlights our unwavering commitment to excellence and innovation in the dynamic world of marketing.

Intelligency has been extremely fortunate to enjoy working with a wide range of clients domestic and abroad. In 2023, we expanded our relationship with streaming giant ‘Viaplay’ which saw us roll out our venue finder for their Scandinavian markets.

What is the Northern Enterprise Award?

The Northern Enterprise Awards, hosted annually, celebrates the industriousness, creativity, and dedication of businesses located in the northern regions. It recognizes companies that have consistently demonstrated excellence in their sector, offering innovative solutions and outstanding customer service. Winning this award is a testament to a company’s exceptional performance, resilience, and contribution to the economy.

Continued success

Receiving the Northern Enterprise Award is a significant achievement for Intelligency. It places us among the great agencies in international marketing, acknowledging our unique approach, global reach, and the impactful results we deliver for our clients. This award is not just a recognition of our current success; it’s a beacon guiding us towards future innovation and excellence in the international marketing arena.

A word from Sean Walsh, Co-Director at Intelligency;

“I am incredibly proud of our team for achieving this remarkable feat. Winning the Northern Enterprise Award for Best International Boutique Marketing Agency is a significant milestone in Intelligency’s journey. This accolade is a reflection of our team’s hard work, creativity, and relentless pursuit of marketing excellence.

Our approach has always been client-centric, focusing on delivering tailor-made, impactful marketing strategies that drive success. This award strengthens our resolve to continue pushing the boundaries and setting new benchmarks in the marketing industry.”

Looking Ahead

As we celebrate this achievement, we remain committed to upholding the standards that earned us this award. Intelligency will continue to innovate, inspire, and lead in the international marketing landscape, delivering exceptional services to our clients worldwide.

Thank you to the Northern Enterprise Awards for this honour, and a huge thank you to our clients and partners for their ongoing support and trust in Intelligency.

After years of deliberation, Google has begun its mission to remove tracking cookies in Chrome. These tracking cookies are also known as third-party data and play an instrumental role in monitoring user behaviour in digital marketing campaigns.

What are third-party cookies and why is it important?

Third-party cookies follow users across the internet and allow marketers to gather an understanding of user behaviour. The cookie data is sent to third parties who then leverage this in digital advertising campaigns. It is suspected that over 80% of marketing agencies use this type of data in their campaigns. Third-party data can be particularly effective in retargeting users who have visited a site with follow-up emails (such as cart abandonment) or new products.

Why does Google want to remove third-party data?

Google initially suggested the phasing out of cookies in 2019 however the implementation date has been pushed back multiple times before its launch this year. Only 1% of Chrome users will be affected primarily, but Google hopes that it can phase out cookies entirely by the end of 2024. The company claims that the removal of third-party data will improve user experience, by providing more privacy and security.

What strategies should agencies implement moving forward?

Most of the marketing community agrees that first-party data needs to be at the forefront of any 2024 marketing strategy. First-party data is data that a company owns such as email addresses. Brands should utilise existing data for any future campaigns and build their current data segments. The larger the data pool, the more effective their digital marketing campaigns will be. There will be challenges ahead though as many online users are often unwilling to hand over their data without serious consideration.

What’s next?

Google’s action has massively changed the marketing landscape and consequently, the ad ecosystem will have to adapt quickly. Google is offering support via a yet-to-be-released Privacy Sandbox which could potentially help businesses. Furthermore, some marketeers could move towards redistributing their budgets into walled gardens such as Amazon or Facebook – these companies have a strong well of data from users who have logged in.             

2024 has started with a seismic shift to the marketing world and everyone should dutifully be prepared for even greater changes to come.

On January 8th, 2024, Google announced that its adjustable speed limiting tool for its
Googlebot crawler has been removed.

In the statement, Google addressed that the tool was no longer needed as the crawler has
evolved, whilst still providing site owners with a plethora of adjustable tools.

Google Crawler aims to work through a few pages on a server at a time, to not use all the
bandwidth. For sites undergoing rigorous crawling on a significant number of pages, servers
may not have the capability to handle users accessing the page. The adjustable speed tool
allowed site owners to slow the crawler and allow user traffic to return to normal.

Why?

The adjustable function removal comes amid the crawler’s capability to slow itself. Google
has stated that its algorithm can acknowledge when a server has come to its limit. Its ability
to recognise when a server’s aptitude is hindered, results in the crawler slowing to
accommodate the server’s user volume.

Google previously noted that the usage of the tool was somewhat limited, those who were
using the feature would put it to the lowest setting.

Google bot’s crawler has been set to crawl at a slower speed than it previously was,
enabling site servers to not reach capacity. This differs significantly from when the tool was
first introduced in 2008 as a solution for publishers when the bandwidth was maxed.

What does this mean for site owners?

For site owners who are still facing issues after the removal of the feature, Google has
provided a document on reducing the Googlebot crawl rate. When users try to access the
tool, Google redirects to a page signposting that the tool is offline.

Users are still able to limit the crawl rate in urgent situations, this is done through a limited
amount of time, typically lasting between a few hours to 1-2 days.

This can be done by responding to crawl requests with 503,429 or 500 instead of 200 on the
HTTP status code. It is worth noting these codes should be used for a brief period. If Google
bot recognises the code has been there for an extended period (more than 2 days) it runs
the risk of the URL being removed from Google’s index.

Google has stated if your site is being crawled too fast, it is likely to be indicative of a
problem with the infrastructure of the website.

In the dynamic world of sports and digital innovation, two pioneering forces have recently joined hands to bring something exceptional to the UK sports industry. Intelligency, a powerhouse in digital marketing strategy, has partnered with the emerging UK Pickleball brand, Pickl, marking a significant milestone in sports marketing and brand development. This collaboration aims to elevate Pickleball, a rapidly growing sport, to new heights of recognition and success within the UK and beyond.

Intelligency, known for its forward-thinking approach and expertise in digital marketing, brings to the table a wealth of knowledge and innovative strategies tailored to the sports industry. Their partnership with Pickl, a brand dedicated to providing top-quality Pickleball paddles and promoting the sport across the UK, is set to revolutionize how sports brands engage with their audience and build their presence in the digital realm.

The collaboration between Intelligency and Pickl is built on a foundation of mutual goals: to introduce and solidify Pickleball’s presence in the UK, engage with enthusiasts and newcomers alike, and foster a thriving community around the sport. Through targeted digital marketing campaigns, SEO optimization, and social media engagement, Intelligency aims to propel Pickl to the forefront of the UK sports scene, making it synonymous with Pickleball in the region.

Stay tuned as we witness the transformative journey of Pickl, powered by the digital marketing expertise of Intelligency. Together, they’re set to make a significant impact on the UK sports landscape, proving that with the right partnership, the sky’s the limit.

Good Afternoon, and welcome to the Friday Digital Roundup.

In today’s exciting roundup of digital marketing updates, we’re diving into Meta’s ambitious expansion into the EU with Threads, followed by Bing’s unveiling of the Deep Search feature, and wrapping up with Google’s significant move in privacy with the “right to be forgotten” ruling.

Let’s delve into these stories and uncover what they mean for the digital world.

Meta’s Big Move: Launching Threads in the EU

Meta is gearing up to introduce Threads in the European Union (EU) by the end of 2023.

This strategic move follows major advertisers like Disney, Paramount, and Sony Pictures withdrawing from Elon Musk’s platform. These companies reacted to Musk endorsing an antisemitic conspiracy theory.

Impact on Marketing Strategies

While Threads currently doesn’t feature ads, there’s ample opportunity for brands. They can expand their audience via influencer collaborations. It’s important to remember that advertising on Threads is expected soon. These ads are predicted to play a major role in the app’s revenue.

Navigating EU Regulations

Threads initially didn’t launch in EU countries due to stringent privacy laws. To align with these regulations, Meta redesigned Threads. Now, users can enjoy the app without needing a profile. However, creating a profile is essential for those wanting to post content, as the Wall Street Journal reported.

Enhanced User Control

Adam Mosseri, Instagram’s chief, announced a user-friendly update. Threads users can now delete their Threads profile without affecting their Instagram account.

A Growing User Base

Meta CEO Mark Zuckerberg shares impressive numbers. Threads boasts nearly 200 million monthly active users. He anticipates this number to reach a billion in the coming years. With its EU debut, Threads could attract an additional 40 million users monthly, predicts tech analyst Aho Williamson.

Microsoft Unveils Deep Search: A Game-Changer for Complex Queries

Microsoft revealed a groundbreaking AI feature this week called Deep Search. It’s an advanced tool designed to assist users with intricate questions lacking straightforward answers.

How it works

Deep Search enhances Bing’s existing framework, leveraging its web index and ranking system. It incorporates GPT-4’s intelligence to understand a query’s multiple intents and nuances. The system then generates detailed descriptions, crafting an “ideal set of results.”

Deep Search goes beyond typical search techniques. It unveils results that usually don’t reach the top of regular search outcomes.

Expanding search horizons

Microsoft demonstrated Deep Search’s capabilities with an example. When someone searches for “how do points systems work in Japan,” Deep Search identifies related search terms. These include:

• loyalty card programs in Japan
• best loyalty cards for travellers in Japan
• comparison of Loyalty programs by category in Japan
• redeeming loyalty cards in Japan
• managing loyalty points with phone apps

An enhanced Search Experience

“Deep Search delves deeper than regular Bing searches,” Microsoft explained. While standard Bing searches analyze millions of web pages, Deep Search examines ten times more. This intensive search process uncovers more informative and specific results, even if they don’t contain the original search keywords.

Ranking Factors in Deep Search

Deep Search emphasises the relevance of web pages to Bing’s expanded descriptions. Key factors influencing ranking include:

• The precision of topic matching.
• Adequate detail level in content.
• Source credibility and trustworthiness.
• Content freshness.
• Page popularity.

Deep Search isn’t as swift as regular Bing searches. According to Microsoft, it might take up to 30 seconds for Deep Search to yield results. This longer wait time raises concerns about user patience and adoption.

For now, Deep Search is in its testing phase. Only select small groups of Bing users globally will encounter this feature, as Microsoft revealed in a blog post.

The Significance for Users and SEO

This AI-driven feature on Bing’s Search Engine Results Pages (SERPs) might divert clicks from organic listings. The impact on user behaviour and SEO is yet to be fully understood. Deep Search aims to help users complete tasks more efficiently, especially for queries with unclear intent.

Microsoft designed Deep Search to provide “more relevant and comprehensive answers to complex search queries.” It’s not intended for every user or query. Instead, it’s an enhancement, offering a more in-depth and richer web exploration option, complementing Bing’s existing web search capabilities.

EU’s Landmark Privacy Decision: The Right to Be Forgotten

The European Union Court of Justice made a groundbreaking decision last week, granting EU citizens the “right to be forgotten.” This ruling allows individuals to request Google to remove links that are outdated, irrelevant, or excessive.

Following this decision, Google has launched an online form. This platform enables users to request the removal of personal data links from Google’s search results.

The Submission Process Explained

To submit a removal request, users need to provide specific details to Google:

• URLs of the links to be removed.
• An explanation of how these links relate to the individual.
• Personal identification information, including name, contact email, and a photo ID scan.

Google commits to thoroughly assessing each request. They aim to strike a balance between an individual’s privacy rights and the public’s right to information. A committee of experts will review submissions to prevent misuse of this right, particularly by those seeking to erase their questionable pasts.

Criteria for Assessment

During evaluations, Google will weigh the public interest in the information. This includes cases involving financial scams, professional misconduct, criminal records, or the public actions of government officials.

The Impact of Approval

If Google approves a removal request, the relevant links will disappear from search results on all EU Google sites.

Google acknowledges that this online form and process will undergo refinements over time, adapting to the needs and challenges of this new privacy landscape.

In this week’s digital roundup, we’re covering three key stories that are shaping the digital landscape.

First, we delve into Google’s November 2023 core update, a critical development affecting site rankings and digital marketing strategies.

Then, we explore TikTok’s introduction of Creative Cards, aimed at helping small businesses create more engaging content.

Finally, we look at the significant pause in advertising by major companies on social media platform X, a move sparked by controversial statements from Elon Musk.

These stories highlight the ever-changing nature of the digital world and its impact on businesses and advertisers.

Google November Core Update Finishes Rolling Out

Google has announced the completion of the November 2023 core update, marking it as the fourth major update of the year. This update, which began on the 2nd of November closely followed the October core update that rolled out.

The November update, taking 26 days to roll out fully, concluded on November 28. Many sites experienced significant ranking changes, as commonly seen with such updates. The effect was immediate and substantial, attracting attention and commentary from SEO experts. Early observations were reported at the Search Engine Roundtable.

It’s important to note that another update, the Google November 2023 reviews update, began on November 8 and overlapped with the core update. While concurrent, the impact of each update varied in timing across different sites.

Understanding these Google algorithm updates is crucial for businesses and organisations. Whether positive or negative, changes in rankings can significantly affect your website’s performance in search results, influencing organic traffic, conversions, and revenue.

Awareness of these updates helps site owners distinguish between traffic changes caused by their site modifications and those resulting from Google’s algorithm adjustments.

If your site is adversely affected by a core update, Google advises the following:

• Firstly, there’s no specific action recommended for recovery. A drop in rankings doesn’t necessarily mean there’s an issue with your pages.
• Google suggests a set of questions to consider if your site is impacted by a core update.
• Minor recovery is possible between core updates, but significant changes are more likely after subsequent core updates.

Tiktok Creative Cards

TikTok has introduced a new feature to aid small businesses in creating more engaging, relevant, and relatable content.

What are Creative Cards?

Creative Cards offers data-driven tips for creating posts that better resonate with audiences. These cards fall into five categories:

• Community: This first card focuses on engaging your audience and building customer loyalty.
• Edutainment: The second card can showcase products and share lessons creatively.
• Creator Tools: The third card can enhance views and likability using storytelling, green screen concepts, music, and captions.
• Trends: The fourth card brainstorms ideas for participating in trending memes and hashtags.
• Storytelling: The fifth card can share your business’s journey and challenges faced.

Why Creative Cards Matter

Creative Cards are invaluable for brands new to TikTok, helping to optimize content for maximum exposure and engagement. They are also useful for experienced creators seeking inspiration, especially during the holiday season.

In order to use this feature, content creators must register for access. Once granted, they can explore over 100 digital cards for ideas.

TikTok’s Statement

A TikTok spokesperson stated:

“TikTok Creative Cards help you develop new ways to communicate with concise ad concepts displayed on a collection of digital cards. With so many thought starters at the ready, it’s easy to keep your content fresh and avoid going stale, which can help you attract attention to seasonal products and gift ideas.”

“Actively engage your audience, show off your expertise with a side of fun, and make your small business relevant and relatable with innovative ideas for celebrating the holidays.”

Major Advertisers Dropping X

Recently, X has experienced a significant drop in activity from its major advertisers. Remarkably, these key players haven’t posted on the platform for nearly two weeks.

Initial Reports versus the Actual Situation

Initially, reports suggested a temporary campaign pause by companies like Disney, Paramount, Lionsgate, Sony Pictures, and Universal. However, the situation escalated when these key brands completely ceased advertising. This drastic move followed Elon Musk’s endorsement of an antisemitic conspiracy theory, for which he hasn’t issued an apology.

Brands’ Reactions and Decisions

According to industry insiders cited by CNN, concerns over brand safety have led these companies to stop using their official handles on X.

The Significance of This Development

This retreat by powerful companies sends a potent message about X’s current standing as an advertising platform. It highlights the perceived risk of reputational damage associated with the platform.

The Financial Impact on X

Financially, X is in a precarious position. The New York Times estimates a potential loss of up to $75 million in ad revenue by the end of 2023.

The Extent of the Blackout

Moreover, the blackout extends beyond corporate entities. Popular accounts like @StarWars and @MarvelStudios, each with massive followings and previously daily posts, have also ceased their activity on X. Conversely, they are increasing their presence on rival platforms like Threads.

Implications of Leadership and Revenue Challenges

Since Elon Musk’s takeover last year, X has seen a significant decline in ad revenue. Consequently, this halt in content from high-profile accounts poses a substantial challenge for X’s CEO, Linda Yaccarino, in her efforts to attract advertisers back to the platform.

The Uncertain Future

Looking ahead, the return of these major advertisers to X remains a possibility, yet it’s shrouded in uncertainty. Should X fail to address its ad revenue issues effectively, the platform could face dire consequences for its future sustainability.

Good Afternoon, and welcome to the Friday Digital Roundup.

In this week’s Digital Marketing news, Google altered its search rankings. Also, we have some guidance on what to focus on after a Core Update and Open AI announced some free features for ChatGPT Mobile.

Let’s get into the stories.

Google Prioritises First-Hand Knowledge for Search Rankings

Google recently unveiled several exciting updates to its Search functionality, specifically tailored to provide more personalised results for users in the UK. Moreover, the company has introduced changes in its ranking algorithm.

These alterations aim to simplify the process of finding content that offers personal insights and firsthand knowledge.

Google confidently asserts that these updates will enhance the user experience, making it more customised to align with individual interests and requirements.

In the announcement, Cathy Edwards, Google’s Vice President of Search, eloquently stated:

“Search has always been about connecting human curiosity with the incredible expanse of human wisdom on the web. These improvements will help users find the most helpful information just for them, no matter how specific their question may be.”

Focusing on First-Hand Knowledge

In a strategic move, Google has implemented changes in its ranking system to prioritize first-person perspectives in the search results. This initiative is designed to facilitate easier access to personal experiences, advice, opinions, and other direct sources of knowledge.

As a result, users can expect to encounter fewer repetitive, second-hand sources and more unique, personal insights that directly address their queries.

Edwards further elaborated:

“As part of this work, we’ve also rolled out a series of ranking improvements to show more first-person perspectives in results, so it’s easier to find this content across Search.”

Expanding Personalised Recommendations

Google is not stopping there. In an effort to further customise search results, they are introducing a feature that allows users to follow specific topics directly from their search results. This could range from a beloved sports team to a particular cooking style, enabling Google to present relevant articles, videos, and notifications automatically.

Imagine someone training for a marathon following “marathon training” in their search. They would then receive tailored articles about exercises and tips in their Google Discover feed.

This feature is a continuation of Google’s endeavour to personalise the search experience, incorporating elements like recent searches and activity from Google accounts.

It’s set to launch on mobile browsers and apps in the U.S. in English in the coming weeks, with plans for broader availability by year’s end.

Implications for SEO

These updates naturally raise questions within the SEO community about potential impacts on optimization strategies. The introduction of the following feature, aimed at enhancing personal experiences, suggests that websites producing quality content on popular topics might experience a surge in traffic.

Furthermore, Google’s intention to simplify access to frequently visited sites and present information about content creators poses intriguing possibilities. Metrics like user engagement, time on site, and repeat visits could become crucial in promoting sites.

Additionally, showcasing content creators’ profiles and social handles can provide new optimization opportunities, as it allows Google to better index this information.

While these personalisation features will primarily affect logged-in users, they could also influence general search results. SEO professionals are advised to continue focusing on user experience and producing quality content that appeals to diverse audiences.

However, the ability to reach niche audiences interested in specific topics presents new opportunities for optimization.

In conclusion, Google’s latest updates mark a significant step in evolving search to meet the dynamic needs of users. These algorithmic changes are poised to produce search results that more accurately reflect the complex, human aspects of users’ interests and queries.

The full extent of these changes in search rankings, however, remains to be seen.

What To Focus On After A Core Update

In the world of search engine optimization (SEO), Google’s Search Off The Record podcast team recently shed light on the importance of mastering the basics. Martin Splitt, Gary Illyes, and John Mueller from Google’s Search Relations team highlighted that many sites still struggle with fundamental technical SEO issues like crawlability, indexing, and page rendering.

These are crucial factors that impact a site’s performance in search results and should be addressed first.

Emphasising Technical SEO

Technical SEO is all about optimizing a website’s architecture and infrastructure to enhance search engine crawling and indexing.

This aspect of SEO is solely focused on the site’s behind-the-scenes elements. Illyes, highlighting his focus on technical SEO on social media, noted, “I like to post about technical things… because often big site owners or SEOs miss critical basic things.”

He observed that many get distracted by the ‘next big thing’ at conferences while ignoring the essentials.

Illyes stressed, “Just make sure your content is good first… looking at these websites, they are not helpful or useful to me as a user.” He further pointed out the importance of technical SEO: “If Googlebot can’t reach your site, or rendering fails, or there are no words on the site or a page, then there’s not much Google can do for you.”

Splitt agreed, emphasizing that technical SEO is fundamental. He recommended starting troubleshooting with the homepage, as it’s often seen as the most crucial page by search engines.

Neglecting technical SEO can lead to significant issues like rendering failures or site inaccessibility, drastically affecting search engine rankings.

Quality Over Quantity in Traffic Metrics

The discussion also touched on evaluating content and the misconception that high traffic equals high-quality pages. Mueller warned against relying only on analytics and overlooking user experience. He recalled a site that ranked well for generic keywords but offered little value, noting the irrelevance of lost traffic from low-quality keywords.

Broader Metrics for Success

The hosts urged consideration of metrics beyond traffic, like user engagement and satisfaction, as better indicators of a page’s quality. Mueller advised, “Look at the bigger picture of all the traffic that’s gone, but also remember… a lot of this was useless.” He suggested focusing on relevant queries and tracking lower-level pages for a better understanding of a site’s performance.

Creating High-Quality Content

Simply producing a high volume of content isn’t enough; it needs to be purposeful and valuable. Illyes proposed that quality content creation might be simpler than most think. The key is to focus on content that helps people achieve their goals when visiting the page. “What if quality is about writing the thing that will help people achieve what they need when they come to the page?” he asked.

Key Takeaways

This conversation with Google’s Search Relations team underscores two crucial points. First, mastering technical SEO basics is vital before exploring advanced tactics. Second, content quality and user engagement are more important than just traffic numbers in assessing a site’s success. By focusing on these areas, websites can significantly enhance their SEO performance.

Free Voice Capabilities For ChatGPT Mobile

OpenAI has just announced an exciting development: the ChatGPT app’s voice functionality is now accessible to all free users, while Plus subscriptions and upgrades remain on pause.

This significant update is a game-changer for content and search marketers, offering new possibilities for creating interactive content and honing voice search optimization.

Before this change, interacting with ChatGPT using voice commands was an exclusive feature for premium subscribers.

The latest update, however, has levelled the playing field, allowing every user to engage with the AI through voice commands. All it takes is downloading the app and tapping a headphones icon.

The introduction of the voice feature is poised to boost user interaction, providing a more natural and intuitive way to interact with AI. It opens up AI technology to a broader audience, including those who prefer voice commands to typing, making AI access more effortless than ever.

This update is particularly advantageous for those in content marketing, presenting an opportunity to create more interactive and personalized campaigns that could significantly enhance customer experience and engagement.

For search marketers, it unlocks new opportunities to delve into voice search optimization. Brands can now explore and refine their search engine strategies using voice commands.

As we await further developments in ChatGPT features and GPT advancements, it’s an intriguing time to observe how these innovations will shape the future of AI interaction and marketing strategies.

Good afternoon, and welcome to today’s Intelligency Digital Roundup.

In today’s roundup, we have some significant updates from the digital world. Google has rolled out its November 2023 core update, marking the second major algorithm change in recent months. Meta has unveiled a suite of new lead-generation tools for Facebook and Instagram, enhancing opportunities for businesses. Additionally, Google has completed its transition to mobile-first indexing, a move that prioritizes mobile versions of websites in search rankings.

Let’s dive into the details of these developments.

Google’s November 2023 Core Update

Google recently announced its November 2023 core update. This marks the second major change to its search algorithm in just two months, and it’s expected to roll out in the coming weeks fully.

These updates are designed to enhance the relevance and quality of search results. Notably, this update improves a different core system than the previous month’s update​.

What Webmasters Need to Know

Most website owners won’t need to make significant adjustments, particularly if they’re already focused on creating user-centric content. However, if changes in traffic or rankings are noticed, Google advises reviewing their core update guidance.

This update is part of Google’s ongoing efforts, with previous ones in March, August, and October. Each update involves multi-week rollouts​​​.

Google also offers a Q&A section addressing common queries about search updates and encourages posting questions in the Google Search Central community forums for those experiencing significant changes in site performance.

However, the general guidance is if you follow the webmaster guidelines, it’s rare to see negative rankings.

Enhancing Lead Generation on Facebook and Instagram

Meta has introduced a suite of new tools for Facebook and Instagram, aimed at bolstering business lead generation. These tools include AI features and CRM partnerships, enhancing campaign performance while saving time and money for marketers. The emphasis is on acquiring quality leads, which are more likely to convert into sales, thereby boosting campaign efficiency and return on investment​​

But what are these new tools?

The list of new tools that business accounts will have access to are as follows:

• Click to WhatsApp Lead Gen: This extends the lead objective to Facebook and Instagram ads that initiate a WhatsApp chat, enabling marketers to foster higher-quality leads through messaging. A Q&A flow will also be available in Ads Manager for select advertisers.
• Instant Form Ad Format: Users can connect with multiple businesses simultaneously, like sharing contact information with several related services after signing up for a trial. This feature not only provides convenience for users but also opens new opportunities for small businesses to be discovered.
• Calling Leads on Facebook: Currently in testing, this feature allows businesses to call potential customers through Facebook, providing reassurance and displaying business details like logos and names.
• Advantage+ for Lead Gen: This involves testing full campaign automation for lead generation, utilizing Meta Advantage. It enables the application of AI across various campaign facets to improve performance and efficiency.
• HubSpot Integration: Meta has teamed up with HubSpot as a new CRM integration partner. This partnership simplifies the setup process and is complemented by streamlined CRM integration with Zapier.

Meta highlights that integrating a CRM with their Conversions API and using specific performance goals can significantly enhance campaign performance, reducing costs per quality lead and increasing conversion rates.

Google Fully Embraces Mobile-First Indexing

After a lengthy transition period, Google has completely switched to mobile-first indexing. This significant change emphasizes the importance of mobile versions of websites in Google’s indexing and crawling processes.

The Evolution of Mobile-First Indexing

Google’s transition to mobile-first indexing began years ago, reflecting a shift in focus towards mobile users. Initially, Google updated its algorithm in 2015 to favour mobile-friendly sites.

By the following year, the company prioritised mobile pages over desktops in its indexing process. This move aligns with the growing dominance of mobile web traffic, where in some regions, people primarily use their phones for internet access​.

Impact and Future Directions

With mobile usage surpassing desktop globally, crawling mobile versions of websites provides a more accurate reflection of user experiences on mobile devices. Websites have adapted by enhancing their mobile pages to be as comprehensive as desktop versions.

However, Google acknowledges that some sites may still not be fully mobile-optimized and will continue crawling desktop versions for these cases. As part of its resource conservation efforts, Google plans to further reduce desktop crawling​​​.

In line with this shift, Google has also removed indexing crawler data from Search Console, its webmaster tool. This data removal signifies the completion of the mobile-first indexing process, underlining mobile devices’ central role in modern internet use​.