This week: Snapchat has a new feature, Facebook allows pages to post stories, and is there a new ranking signal?
Here’s what happened this week in digital marketing.
Facebook Allows Pages to Post Stories
Nobody seems to want to use Facebook stories, so the social media giant has decided to make the feature available to more users.
On Thursday, Facebook announced that pages will be allowed to post stories.
However, companies won’t be able to crosspost between Facebook and Instagram.
“We’ve been listening to our community and working to make it fast, fun and easy for people and Pages to create Stories on Facebook. Over the coming month, Pages will be able to create Stories to share with the people who follow them,” said Amy Sun, Facebook product manager.
Page stories will work the same way as user-generated stories that rolled out earlier this year.
Google Is Using Offsite Sentiment for Ranking?
At the State of Search event, some attendees think they heard Google’s Gary Illyes spill the beans about an unknown ranking signal.
Specifically, they claim he said that Google pays attention to brand sentiment on social media and uses that sentiment to determine page rank.
In the past, Google said that social signals don’t have anything to do with rank. However, this seems to deal more with the content of discussion on social media and not necessarily the number of shares.
However, Kenichi Suzuki took to Twitter to say that Illyes had denied the idea of sentiment analysis and was simply making the case for overall online brand reputation.
Google: It’s a Good Idea to Keep Comments on Your Blog
You might have noticed that some blogs have eliminated comments. That might be a bad idea.
This past week, Gary Illyes said that websites are much better off having on-page comments than elsewhere in cyberspace. He even went so far as to say that those comments are used as ranking signals.
Comments sections are prone to spam and abuse. That’s why some webmasters have dumped them.
However, it’s probably a better idea to take steps to delete unwanted comments rather than remove the comments section completely.
Google: It’s Better to Improve Content Than to Prune It
You might think that eliminating poor content is a great way to boost rank. Think again.
— Gianluca Fiorelli (@gfiorelli1) October 10, 2017
This past week, Gary Illyes said it’s not a good idea to remove bad content. Instead, you should improve it.
Some webmasters remove Google crawl access to certain pages after they’re hit with a Panda update. They hope that Google will rank the other pages towards the top of the SERPs.
Google is wise to that trick.
Snapchat Adds Context Cards
Snapchat is making it easier for its millennial audience to find what they’re looking for.
The social network has added context cards. They provide information about events and locations with just a swipe up.
But wait. There’s more.
According to Snapchat: “Context Cards also provide a way to take simple actions like calling for a ride with Uber or Lyft or reserving a table through OpenTable, Resy or Bookatable.”
Keep in mind that Snapchat already has Snap Maps so that users can get directions. Context cards make even more info available online.
Will this help Snapchat’s sagging brand? Time will tell.