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New updates from Google; LinkedIn release new analytics for creators Wordle is the most Googled word; Best ads of the week & more

Welcome to this week’s Digital Discovery.

Here we cover everything you need to know in the world of digital marketing over the last week.

This week we cover:

  • Google rolling out search query refinements in the US
  • Google also brings continuous scroll to the US
  • Google release December 2022 helpful content update
  • New LinkedIn analytics to look out for
  • Wordle is the most Googled word globally
  • Purplebricks hails effectiveness of marketing strategy U-turn
  • On the Beach credits marketing for rise in premium bookings

Plus we look at some of the best ads discovered this week and look ahead at key content dates coming up next week.

Don’t forget to subscribe to this newsletter and follow me on LinkedIn.

Ok, let’s dive into this week’s update…

Google rolling out search query refinements in the US

Many people, including me, have acknowledged that Google search is getting worse. Google says the internet is simply getting worse and their search engine simply reflects that. I don’t buy it.

Regardless, a new feature that should help combat search issues is currently being released to users in the US. People will now be able to easily refine their searches with a list of related topics that will appear at the top of the search results.

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The new feature was previewed at Google Search On event back in September and is now being rolled out to mobile search results in the US.

What does this mean for SEO?

We may well see that search volumes begin to increase for detailed queries which in turn could bring more impressions and traffic for pages that target long-tail keywords.

You should be monitoring targeted keywords on a regular basis. Part of that ongoing analysis should include volume changes. Keep a closer eye on your long-tail keywords and make sure all your content remains helpful and relevant.

…Google also brings continuous scroll to the US

Google is also rolling out continuous scroll to people in the US for desktop search results. Continuous scroll is already used for mobile search results.

What does the change mean?

For searchers, Google said “So starting today, we’re bringing continuous scrolling to desktop so you can continue to see more helpful search results with fewer clicks. It’s now even easier to get inspired with more information at your fingertips,”

For search engine marketers, the changes could advertisers on Google may see more impressions and a lower CTR. Advertisers should monitor should also monitor the Top vs. Other metric. For SEOs, Google Search Console data could also be impacted as people scroll through more results.

Google release December 2022 helpful content update

Google started rolling out another helpful content update on 5 December. The update aims to improve Google’s classifier and works across content globally in all languages.

As usual, the rollout may take up to two weeks to complete.

If you see any significant changes to your ranking and visibility, be sure to read more about Google’s helpful content update

New LinkedIn analytics to look out for

Over the coming weeks, or maybe even now, LinkedIn members who turn on creator mode will get access to creator analytics, which includes:

Combine post analytics

Shows how your content (including short form posts, images, videos, events, polls, and articles) performs over time.

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Audience analytics

Provides insights about your follower growth trends and follower demographics.

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How to find your analytics?

To check availability, click or tap on [Number] post impressions in the Analytics section of your profile. In your Analytics, if you do not see an Audience tab, check back in the coming weeks.

Wordle is the most Googled word globally

Google has released its annual Year in Search report which highlights the top search trends for 2022 – and as usual it’s a lot of fun to review.

Wordle tops the global list as well as the UK and US list. The five-letter word puzzle exploded at the tail end of 2021, given momentum by the masses of players who shared the results of their games on social media.

The top 10 searches for the UK are

  1. Wordle
  2. World Cup
  3. Queen Elizabeth
  4. Ukraine
  5. Lateral flow test
  6. Mason Greenwood
  7. Russia
  8. Quordle
  9. Jeffrey Dahmer
  10. Johnny Depp

Note, lists are based on search terms that had the highest spike this year as compared to the previous year.

Beyond the fun, Google Trends is actually a very handy tool for SEOs. You can use Google Trends to assist keyword research, find related keywords / topics, and inspire content ideas.

See the 2022 search report here

Ads of the week

Arsenal | Creative mastermind Ray Parlour launches our new Retro Collection

It’s nice to have a reason to mention Arsenal!

ALDI release first US advert –“‘Twas The Night” – ALDI U.S. Holiday 2022

Behind the scenes

Purplebricks hails effectiveness of marketing strategy U-turn

Purplebricks is hailing the effectiveness of its marketing strategy just four months after new CEO Helena Marston blamed the company’s poor financial results on marketing “missteps”.

Read more

On the Beach credits marketing for rise in premium bookings

The travel firm has increased booking value by 31% compared to pre-pandemic levels thanks to its focus on brand, tech and enhancing the customer experience.

Read more

Key content dates next week

14 December 2022: Free Shipping Day

18 December 2022: FIFA World Cup Final, Hanukkah Begins

Thanks for reading!

I hope you enjoyed this week’s newsletter and found it useful.

Please follow me and subscribe to my Digital Discovery newsletter. I’ll be posting each week about the digital marketing stories that matter.

See you next week.

Sources:

https://www.searchenginejournal.com/new-google-feature-may-help-you-find-more-relevant-results/473414/

https://blog.google/products/search/refine-search-results/

https://www.searchenginejournal.com/googles-desktop-search-results-are-now-continuously-scrollable/473217/

https://searchengineland.com/google-brings-continuous-scroll-to-desktop-search-results-390004

https://developers.google.com/search/updates/ranking

https://developers.google.com/search/updates/helpful-content-update

https://www.linkedin.com/help/linkedin/answer/a704175

https://www.linkedin.com/help/linkedin/answer/a701208

https://www.linkedin.com/help/linkedin/answer/a1373345

https://www.bbc.co.uk/news/world-us-canada-63895493

https://www.standard.co.uk/tech/google-top-10-search-terms-2022-uk-world-wordle-world-cup-b1045820.html

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