This week: over-optimization can hurt your rankings, Taboola has a new infinite scroller, and Google AMP gains support from Facebook.
Here’s what happened this week in digital marketing.
Taboola’s Story Grid Is Now an Infinite Scroller
Lots of digital marketers use Taboola to promote their websites. Many publishers use it for monetization.
Now, the native ad company is offering an infinite scroller of stories in its widget.
One of the early adopters of the new feature is The New York Daily News. The online newspaper says it’s seen a revenue lift of 26% and a mobile engagement lift of 40% since the rollout.
Don’t worry if you’re a Taboola publisher and you don’t want an infinite scroller. You can still opt to use the old-school widget.
Google AMP Gains Support From Facebook
Facebook will soon support Accelerated Mobile Pages (AMP) in its Instant Articles software development kit (SDK).
The new feature will allow publishers to create content in AMP format.
Facebook’s support for AMP is widely viewed as a change in company policy. Previously, Facebook only supported Instant Articles in its own fast-loading format.
Google has been riding the AMP bandwagon for months now. Apparently, Facebook executives decided it was pointless to stand on the wrong side of progress.
Google Issues Warning About Guest-Posting
Guest-posting is the best way to build backlinks, right?
This past week, Google issued a warning to publishers about the dangers of posting content on other people’s sites just for the purpose of snagging a backlink. The search giant reminded webmasters that guest-posting is a violation of Google’s ground rules.
In a nutshell: there’s no such thing as whitehat link-building.
Google AdWords Uses AI to Understand Purchase Intent
This past week, Google announced machine-learning initiatives that can help you locate people in the lower end of the sales funnel.
Basically, you’ll be able to find people who have already searched within your category of products and services.
Here’s what Google says about its new feature: “It analyzes trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them.”
Also, the company announced Google Attribution. That service aggregates data from AdWords, Analytics, and DoubleClick to let you know if your marketing strategy is successful.
Google Speeds up Search Ads With AMP
Google is bringing AMP to search ads in a couple of different ways.
First, the company is opening a beta that allows advertisers to use AMP pages as landing pages.
Second, Google is speeding up ad delivery by using AMP technology on the Google Display Network.
Google Adding Location Extensions to YouTube Ads
If you run a brick-and-mortar company, Google is making it easier for you to advertise in cyberspace.
Soon, you’ll be able to use location extensions on YouTube ads. That means you can promote your location, hours, and even photos to YouTube users.
Location extensions also offer call buttons for mobile users.
Even better, though: you’ll soon be able to measure store visits with YouTube campaigns.
Google: SEO Over-Optimization Can Hurt Your Rankings
Yes, it’s possible to have too much of a good thing.
You’re a smart digital marketer if you optimize your website for search engines. But you’re not so smart if you over-optimize.
@bubba_ji That is totally a thing, but I can't think of a better name for it. It is literally optimizing so much that eventually it starts hurting
— Gary Illyes ᕕ( ᐛ )ᕗ (@methode) May 24, 2017
That’s because over-optimization can hurt your rankings.
This past week on Twitter, Google’s Gary Illyes acknowledged that over-optimization is “totally a thing.” He defined it as “literally optimizing so much that eventually it starts hurting.”
Be careful out there