Kooznews: April 2021 | Koozai

What can you find in the April issue?

Don’t let a cookie die kill your conversions
SEO

Numerous unconfirmed algorithm updates
Bot traffic and SEO
Is it time to optimize for competitors’ conditions?
Paid media
FLoC is coming
Hotel real estate promotion ads launched by Google
Content marketing
New content to get stuck
Creativity and customer wins: a successful site migration to a happy chef

Don’t let a cookie die kill your conversions

Come from January 2022, Google will say goodbye to third-party cookies. This means that if you’re currently relying on highly targeted personalized ads that track users online, you’ll need to change the way you do things. Although the year 2022 still seems a little far away, now is the time to find out what changes you need to make to stop your conversions from forming. If you take these things seriously (as we do), you can come to the game with our brand new free marketing guide that shows you what you can do to maintain or bring your brand to the forefront.

Learn more in our cookie guide and download it for free.

Talking about SEO updates …

Numerous unconfirmed algorithm updates

March was a busy month for updates to Google’s algorithms – although none were actually confirmed.

Many webmasters saw a lot of shifts, possible updates and instability around the 3rd, 8th, 11th, 19th and 29th March. Shifts seen on March 11thth seems to have been locally oriented, the rest are broader changes.

We haven’t heard anything yet, but there have been times when algorithm updates have only been confirmed in a few months.

Koozai Tip: Continue tracking traffic and note down your Google Analytics account so you know what your developer or SEO job is and what’s external.

Bot traffic and SEO

SEO is often seen as how search engines view your website, and if you could get a lot of spam bot traffic, that would be bad, right?

Well, not necessarily. According to Google’s John Mueller, this traffic will not affect your rankings.

Of course, there are other issues, such as making sure your Analytics data is correct and how heavy these robots are on your server, among other things. You should try and block all known robots through your GA settings and server-side security, but it can be difficult to stay ahead of the game.

Koozai’s tip: It’s hard to be proactive about new malware, but you can stay up-to-date with the latest software and related news.

Is it time to optimize for competitors’ conditions?

The Knowledge Panel has become commonplace in search results, but it seems to have a new feature.

Some U.S. users have seen an “Alternatives” section for competitors under the regular map and address information to the right of the search results. It was only on a few lists and seemed to be a test, but could it become a permanent confirmation?

It’s too early to tell, but it can neutralize paid ads from these annoying competitors or give you visibility on the terms of your competitors. It would certainly also act as a double-edged sword – allowing traffic to be won and lost (but hopefully more on the profit side).

Koozai’s tip: Keep ahead of your competitors with more structured information and keep users with good reviews and customer service.

FLoC is coming

Search engine land describes FLoC as a method to allow browsers to advertise interest-based advertising. It works by collecting data about a user’s browsing habits and then grouping user groups with similar interests into cohorts.

Although advertisers have been waiting for some time for third-party cookies to be removed, we now have some understanding of the technology that replaces them. This has raised questions and concerns from both users and advertisers, which many are unlikely to address before further testing.

Koozai type: As third-party cookies are phased out, advertisers are looking for new ways to minimize their impact on reporting and targeting. FLoC seems to be a step forward, but no one really knows what it will look like. In the meantime, some steps should be taken to maximize the full first-party data collection technique. You can find out more about this in our guide.

Google-initiated hotel real estate ads

Google has now launched real estate advertising to meet the demand of hotel users, but is unsure which hotel to book. It is prominently related to search results near locations and allows advertisers to place a specific hotel in a specific location. You will see the examples listed here. Seeing that we all dream of escaping from home to spend the night or vacationing overseas, this is a useful new addition!

“While regular hotel booking link ads are for advertisers to capture a reservation for an already selected hotel, real estate advertising ads are designed to help advertisers influence the purchase decision of users who are still searching for a hotel,” said Peter Fernandez, Head of Hotel Advertising.

Koozai type: These new ads place themselves at the top of the funnel, not at the booking stage, like traditional hotel ads. They should be used in the awareness and reflection phase to appear to users who search for the word “hotel in the city”. [location]’based terms. It’s likely that last-click bookings may be low, but be sure to check the assisted conversions generated by these campaigns, as they may do more than the data shows.

Content marketing

Our tip for this publication is to optimize and customize your content. While optimization is incredibly important, don’t consider it the most important thing for your content creation. You want to focus on customizing your content for your target customer. Think, for example, of how it helps them and what value it has. When you think about who you’re talking to, and you optimize for certain keywords, your content has a better chance of being ranked. The algorithm is not human, but your customers are!

Want to know more about the importance of content? Look at that video from the search engine country.

New content to stick with

We always have some new blog content that catches your eye. Our companions have been busy putting together blog content, so you have a great source of information for any SEO, paid, content, or PR query and question. We recently published the following:

How to fix TTFB

Understanding Facebook ad placements

How to find unlinked brand mentions in Ahrefs

Remember to check again, as several new posts will appear each month.

Winning creativity and the customer wins

We recently helped Happy Chef, a U.S.-based chef uniform and accessory company, crush their recent site migration. How do we know that? Well, after the migration, we were happy to announce fantastic results …

  • Users above 53.42% MoM, YoY 120.86% and 17.21% compared to 2019
  • Sessions up 64.17% MoM, 151.23% YoY and 31.25% compared to 2019
  • Increase in revenue 52.93% MoM, 500.18%

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