This week: Google scores internal and external links differently, Snapchat allows advertisers to get picky about where their ads appear, and wait until you hear how much of web traffic comes from mobile devices.
Here’s what happened this week in digital marketing.
Snapchat Allows Advertisers to Specify the Types of Content Their Ads Appear Next To
Snapchat wants to avoid an event similar to YouTube’s “adpocalypse.”
To that end, the company is allowing advertisers to decide where their ads appear. They can choose to have their ads run only between Stories posted by regular users or only within Stories and Shows produced by media companies.
Advertisers can also exclude certain content categories.
There’s still an “All Snapchat” placement option for advertisers who aren’t concerned about where their ads appear.
Google Announces AMP Speed Enhancements for Ads
That’s a adtech feature developed by Google’s AMP project that separates ad request from ad rendering. The end result: a faster ad load time.
Here’s more from the project:
With Fast Fetch, ads are requested much earlier in the lifecycle of the page, allowing page rendering and creative selection in the ad server to happen in parallel. Fast Fetch is 850ms faster at the 50th percentile and 2.7s faster at the 90th percentile as compared to Delayed Fetch.
Google also says that the Fast Fetch increases the viewability metric of ads.
LinkedIn Rolls out Native Video Uploading for Individuals but Not for Brands
LinkedIn is allowing users to post native videos to its social network,
The new feature enables people to upload a video resume highlighting their work. It’s a great way for professionals to literally show off what they do for a living.
However, the company isn’t allowing brands to post native videos. Yet.
That could happen in the future, though. Senior Product Manager Peter Roybal described the possibility of allowing companies to upload videos as a “natural evolution” of the new feature.
Google AMP Links Will Be Shared As Regular Links in iOS 11 Safari
Apparently, Apple isn’t as big a fan of AMP content as Google.
That’s why the iOS 11 version of Safari will convert AMP links to “normal” links when shared or copied and pasted. They’ll also get converted when saved in the reading list or sent via iMessage.
AMP is designed to give users a better experience with pages that load quickly. However, that speed comes at a price: AMP pages are stripped down to all but the bare necessities.
Some users like their bells and whistles on web pages in addition to the content. Apple is catering to that group of users with this move.
We’ll see how this conflict plays out as time goes on.
Google Rolls out Landing Pages Mobile Assessment Tool
Landing pages that don’t look great on a mobile platform are conversion-killers. That’s why Google is offering a new tool for webmasters.
The Landing Pages tool enables marketers to assess the mobile-friendliness of their landing pages. It’s URL-specific instead of site-specific.
The tool will appear in the next few weeks as part of the new AdWords experience.
Report: 57% of Web Traffic Now From Smartphones and Tablets
As further evidence that we’re in the Mobile Era, a new report claims that 57% of web traffic comes from smartphones and tablets.
The BrightEdge report reinforces a recent StatCounter report that put mobile traffic at 54% of all Internet traffic.
BrightEdge also found that desktop vs. mobile queries produced different rankings almost 80% of the time.
Google Will Mark HTTP Pages With Forms as ‘Not Secure’
This past week, Google sent email notifications stating that HTTP pages with forms will be marked as “Not Secure” in Chrome 62 starting this October.
Google wants webmasters who serve up forms to use HTTPS instead of HTTP.
If you didn’t receive the email, that’s good news. That means you’re in the clear and none of your pages are in danger of getting hit with the “Not Secure” warning.
Google Views Page Markup and Data Highlighter Signals As Equivalent
In an effort to give search engines a little additional info about what’s on their websites, some webmasters prefer to use data highlighter signals over schema.org markup. That’s because they’re more friendly to non-developers.
The good news for those webmasters is that Google views data highlighter signals just the same as markup.
In a tweet exchange this past week, Google’s John Mueller said that they’re both “pretty much equivalent.”
He cautioned, though, that if webmasters choose to use both markup and data highlighter signals (for whatever reason), they should be consistent with one another.
Google Scores Internal and External Links Differently
If you’re under the impression that Google scores internal links differently than external links, you’re absolutely correct.
This past week on Twitter somebody asked John Mueller if there are differences between calculation formulas for internal vs. external links.
Mueller answered in one word: “definitely.”