This week: Twitter goes shopping, SEMRush goes public, and Google goes private.
Here’s what happened this week in digital marketing.
Google Won’t Replace Cookies With Another Tracking Tech
Google won’t continue to track your web activity once it drops support for cookies
The company intends to honor user demands for increased privacy in cyberspace.
“In fact, 72% of people feel that almost all of what they do online is being tracked by advertisers, technology firms or other companies, and 81% say that the potential risks they face because of data collection outweigh the benefits, according to a study by Pew Research Center,” Google said in a statement.
Further, the Big G says that tracking web activity isn’t necessary to generate positive online marketing results.
Google intends to phase out support for cookies in its Chrome browser in the near future.
Learn more about Google’s new chrome update and what it means for consumer privacy.
SEMRush Is Going Public
Didn’t see this one coming.
SEMRush recently announced an initial public offering (IPO) to sell shares on the New York Stock Exchange.
Not sure why they didn’t decide to trade on NASDAQ like countless other high-tech companies.
SEMRush shares will trade under the stock symbol SEMR.
The company serves more than 60,000 companies and generates over $140 million in annual revenue.
After going public, the company plans to expand its customer base, offer more features, and pursue mergers and acquisitions.
Google: It’s OK If 30-40% of URLs in Search Console Return 404
You might get worried if you check Google Search Console and see that quite a few of your URLs return a 404 HTTP status code (Not Found).
Good news: it’s not something that should keep you up at night.
According to Google’s John Mueller, it’s “perfectly fine” if as many as 30-40% of URLs report a 404 error.
“That’s completely natural especially for a site that has a lot of churn,” Mueller said. “If it’s like a classifieds site where you have classified listings that are valid for a month, then you expect those listings to drop out. And then we, like, over the years, we collect a ton of those URLs and try them again. And if they return 404s or 410s, like, whatever. Perfectly fine.”
However, Mueller also pointed out that it would be problematic if the home page starts returning 404 errors.
Google: Word Count Isn’t a Quality Factor
It’s going to take more than a lot of words to rank your pages. That’s according to Google’s John Mueller.
This past week, during a Google Search Central office hours hangout, somebody asked Mueller if adding more relevant text to a page increases page quality as perceived by the Google search algorithm.
“It’s definitely not quite as simple as that,” Mueller replied.
He went on: “From our point of view the number of words on a page is not a quality factor, not a ranking factor. So just blindly adding more and more text to a page doesn’t make it better.”
Mueller also said that a sound content strategy is like making the right presentation to a potential client for your business. Sometimes you might want to give the client a short brochure. Other times, you need to offer a whole book of information.
So quantity doesn’t necessarily equal quality.
Twitter Enables Users to Monetize Content With Super Follow
Twitter recently gave us a sneak peak at Super Follow, a feature that allows users to pay for premium content.
For just $4.99 per month, you can Super Follow your favorite tweeter. You’ll also earn perks such as:
- A supporter badge
- Subscriber-only newsletters
- Premium content
- Community access
Twitter is also working on another new feature: Communities. It’s a lot like Facebook Groups.
When you compose a tweet, you’ll have the option to share it with one or more of the Communities you belong to.
Twitter also plans to double its total annual revenue to $7.5 billion by 2023.
Twitter Conducts Shopping Experiments
Speaking of Twitter, it looks like the company also wants to transform its social platform into an ecommerce powerhouse.
This past week, Twitter highlighted a number of new online shopping options in development.
One of those options is a Twitter card that adds a “Shop” call-to-action (CTA) button. The card itself will highlight details of the offered product.
It’s understandable that Twitter is moving in this direction. All the other major social media companies already offer in-house shopping.
Study: 1.8 Billion People Use Facebook Groups Every Month
According to a new report by NYU’s The Governance Lab, almost two billion people use Facebook Groups every month.
Additionally, the research shows that more than 70 million admins and moderators run active groups on Facebook.
And more than half of all Facebook users belong to five or more groups.
Another interesting tidbit: more than half of those polled who named an online group as their most important belonged to that group for over a year.
The study also found that:
- It’s possible to develop a sense of community in a virtual group even when people are physically distant.
- Online groups often attract marginalized people.
- Virtual communities generate leaders who know how to moderate controversial chatter.
- For the most part, Facebook Groups admins do their work for free.
Google: Internal Linking Gives a Sense of Page Importance
You probably know by now that Google doesn’t pay a whole lot of attention to that priority field in your sitemap file. So how should you inform the searchbot that certain pages have a higher priority?
The subject came up this past week during a Google SEO office hours hangout.
Here’s what Google’s John Mueller had to say: “To give a sense of importance within your website you’d need to do that more with regards to internal linking. So less with just purely the sitemap and more kind of making it easy for Google to recognize when we crawl your site which of the pages you care about.”
He also said that links from the home page carry more weight than links from inner pages.
Pinterest Unveils New Marketing Tools
Pinterest revealed new marketing tools this past week during its first-ever marketing and advertising summit.
Here’s a rundown of what you can expect to see:
- Pinterest Premiere – Video ad option that puts your commercial in the home feed for a specific demographic, interest, or category.
- Interactive Trends Tool Update – Updated tool provides enhanced insights.
- Conversion Insights Rollout – New report enables you to see promoted and organic Pin metrics in a single place.
Last month of the quarter! Cross off as many items from your “To Do” list as possible:
- Think about how you can use Pinterest’s new marketing tools to promote your brand online.
- Emphasize the importance of your best web pages with more internal linking.
- If you’re in the ecommerce space, think about how you can sell products on Twitter.
- Speaking of Twitter, brainstorm up some possible ways to generate revenue with premium content on the platform.