This week: Bing now offers instant indexing, the Google page experience update is fully rolled out, and wait until you hear how much it costs to hire an influencer.
Here’s what happened this week in digital marketing.
Bing Content Submission API Enables Instant Indexing
Good news: the Bing Content Submission API is available. And it allows for instant indexing.
Microsoft released the API in beta earlier this year. Now that it’s gone through the testing process, it’s ready for the rest of us.
The reason Microsoft released the tool is to reduce the stress that Bingbot puts on websites.
Now, when you use the URL Submission API together with the Content Submission API, you’ll gain access to a dashboard that highlights indexing stats and discloses latency issues.
Microsoft also says that it will give you the ability to “ramp-up traffic from hundreds to millions of web pages with lesser dependency on organic crawling.”
The Google Page Experience Update Is Fully Rolled Out
As it stands now, Google ranks content based on four-page experience factors:
Are they important factors? Yes and no.
If you’re in a competitive niche, Google says that page experience factors “can be much more important for visibility in search.”
However, if you’re ranking for very unique keywords, page experience won’t play as important a role.
Still, it’s a great idea to optimize your website for user-friendliness. You’ll build better relations with customers that way.
TikTok Surpasses YouTube for Average Watch Time
App monitoring firm App Annie describes TikTok as “upending the streaming and social landscape.”
In the UK, TikTok users surpassed YouTube users back in June 2020 and in the US in April 2021.
Interestingly. the most invested YouTube users most likely match or surpass the engagement of TikTokers.
TikTok is currently ranked as the most downloaded app worldwide since 2020. Additionally, TikTok competes with YouTube for the top spot in consumer spending.
Report: Gutenberg Template Library Vulnerability Affects 1 Million WordPress Sites
The Wordfence Threat Intelligence team recently discovered two vulnerabilities in the Gutenberg Template Library & Redux Framework. They’re used in over a million WordPress sites.
One vulnerability allows users with contributor-level permissions to install and activate plugins. Only admins should have that right.
Additionally, the threat enables people with lower-level permissions to delete any post or page on the site via the REST API.
The second vulnerability enables unauthenticated users to access potentially sensitive info about site configuration.
If you’re using the Gutenberg Template Library plugin for your WordPress site, you can eliminate the threat by updating it to version 4.2.13 or later.
Google: Don’t Put Too Much Content on Category Pages
Google is once again warning you not to put too much content on your category pages.
The subject came up during an office-hours hangout earlier this week. Somebody asked Google’s John Mueller about how much content should appear on a category page.
Mueller said that a “little bit of content” is useful. But he also cautioned against overdoing it.
“[I]t’s not the case that you need to turn it into, kind of, an article about that kind of content,” Mueller said.
He also pointed out that adding too much content could “dilute” the value of the category page.
“It’s something where you can provide a little bit of context but you don’t need to rank for every keyword in the galaxy.”
Google: Changing IP Addresses Can Impact Crawl Rates
Although moving your website from one IP address to another is usually a non-issue for SEO purposes, it can have an impact on the crawl rate. That’s according to Google’s John Mueller.
The subject came up this past week on Reddit. Somebody asked, “Will we lose our Google rankings if we move our domain to a new IP?”
Mueller chimed in by replying: “It’s fine. No worries.”
Then he added this: “[A]t most you might see a temporary change in crawling rate (as Google’s systems figure out how quickly the new server can be crawled), but otherwise it’s a non-issue.”
Twitter Tests Feature to Remove Followers
If you think you have too many followers on Twitter, then you’ll like this news.
Twitter is testing a feature that allows you to remove specific followers.
Because, apparently, blocking them isn’t good enough.
By the way: the followers you remove will not receive any kind of notification that they’ve been removed. But if they find out they’re not following you any more, they can refollow.
So you might want to keep the “block” option available.
Twitter Releases Communities
Speaking of Twitter, the company recently announced that it’s rolling out Communities. They’re virtual groups where like-minded folks can discuss their shared interests.
“With Communities, moderators pick the focus, create the Community rules, and invite the people who will make it a great place for conversation,” Twitter said in a statement. “Think of Communities as places created for conversation where the vibe and tone are set by people who share the same interests and want to have relevant conversations.”
Right now, Communities is in testing. But at the rate that Twitter is working to release new features, it’s likely that you’ll see it go live soon.
Some folks view Communities as a direct threat to Facebook Groups and Reddit forums.
New Report Examines Influencer Payment Expectations
Thinking about recruiting an influencer to do some marketing on your behalf? If so, then you’ll need to count the cost.
For starters, about a quarter (24.8%) of influencers prefer cash-only payments. Roughly 70% prefer cash and products.
When it comes to marketing on Instagram, you can expect to pay an influencer with 80,000 – 90,000 followers about a thousand bucks per post. Someone with only about 1,000 followers will charge you less than $200 on average.
On Facebook, you’ll fork over $266 on average to somebody with a following of more than 25,000.
On Twitter, the cost is about half that for the same number of followers. That’s because Twitter content tends to “zip by” in the feed a little more quickly than Facebook content.
YouTube is more expensive. If you’re looking for a peer/authoritative endorsement, that will cost just over $700 for somebody with 15,000 – 20,000 subscribers.
However, a celebrity influencer with more than a million subscribers will set you back more than $3,000.
On TikTok, you’ll spend more than $900 on an endorsement for somebody with 25,000 followers. If you’re looking to “go big” by snagging an endorsement from somebody with five million followers, that will cost you about $4,400.
Google News Sending Users Directly to Websites
Say goodbye to AMP.
Soon, Google News will send visitors to websites rather than AMP pages.
Why? It’s part of the page experience update.
Websites that follow best practices when it comes to page experience don’t need AMP. Those sites already look great on mobile devices.
If your website is already included in Google News, there’s no action required on your part.
In the past, Google required webmasters to use AMP if they wanted their sites included in Google News.
AMP, by the way, was a hot technology just a couple of years ago. It loaded web pages quickly on mobile platforms.
But new page experience guidelines have incentivized website owners to optimize their pages for quick loads on smartphones and tablets. As a result, AMP is becoming obsolete.
Hope you enjoyed your holiday weekend. Now consider staying busy with these action items:
- If you’re putting a lot of resources into AMP, consider allocating it elsewhere. Like, for example, optimizing your main website for Core Web Vitals.
- Take a look at influencer marketing and decide if it’s within budget. If so, do some homework on the types of influencers you’d like to promote your brand.
- Think about how you can use Twitter Communities to reach people in your target market.
- If you’ve packed your category pages with too much content, trim it down.
- If you’ve got the Gutenberg Template Library plugin, make sure you update it to the latest version so that you can eliminate those two vulnerabilities.