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Digital Digest: Marketing Round-up April 2018

Digital Digest: Marketing round-up April 2018

The beginning of spring has echoed themes of change and progress throughout the digital sphere. From search engine updates to GDPR preparations, here are some of April’s biggest headlines from SEO, content marketing and digital PR.

Google rolls out updated search algorithm

Mutters of a Google algorithm update have been heard throughout the search and marketing industry this month, and on April 16th we finally got the news we’d been waiting for. Announcing the news via Twitter, Google identified the change as a ‘broad core algorithm update’, the likes of which systematically take place at several points throughout the year. Even so, businesses across the globe have been eager to discover exactly what the update means for them.

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The general consensus from Google is that these updates are an integral part of their work. While some users are expected to experience slight drops or gains in visibility during this time, the search engine is keen to reiterate that there is very little sites can do in order to prepare for such updates – aside, of course, from continuing to produce a steady stream of quality content.

“Changes to our systems are benefiting pages that were previously under-rewarded”, Google SearchLiaison confirmed in a series of tweets last month. “There’s no ‘fix’ for pages that may perform less well, other than to remain focused on building great content.” More so than ever, it seems that investing in a solid content strategy is vital to securing and maintaining sought-after SERP positions.

Brands and businesses prepare for upcoming GDPR roll-out

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If your inbox has been flooded with emails alluding to websites’ updated terms of service this month, you’re not alone. As we ease ever-closer to next month’s General Data Protection Regulation (GDPR) launch, brands and social media giants have been scurrying to inform users of ‘important updates’ and secure their continued custom long after the GDPR laws are put in place on May 25th.

Perhaps the biggest change will be the regulation that customers will need to actively opt-in to their data being shared, as opposed to the opt-out system that many market leaders have favoured in the past. As a result, the influx of ‘opt-in’ emails and notifications witnessed over the past few weeks is only expected to grow. For many, however, the introduction of the GDPR brings about serious concerns around the future for businesses and marketing agencies on a worldwide scale.

“The world of digital marketing is increasingly reliant on collecting personal data for ad targeting, and this could severely impact their capacity to do so” highlights the Digital Marketing Institute. Even so, there’s little scope to argue that the regulations are anything but relevant, useful and necessary – particularly in light of recent data protection scandals from the likes of Facebook and Uber. “It’s important that business managers and digital leaders not only abide… but incorporate policies internally that support and sustain the same principles”, the Digital Marketing Institute concludes.

Google Assistant named smartest personal search assistant

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A new study from Stone Temple Marketing has unveiled Google Assistant as the ‘smartest’ personal assistant, beating the likes of Alexa, Cortana Invoke and Siri. Results may vary depending on your platform, however, as Google Assistant accessed on a smartphone proved slightly more accurate than the same programme operated on Google Home devices.

While Alexa proved one of the lesser able to deliver full and accurate responses, it took some consolidation in being named the most improved assistant when compared with results of a similar 2017 study. 12 months ago, Alexa attempted answers on just 19.8% of queries – rising to 53% this year. Perhaps surprisingly, it was Apple’s personal assistant, Siri, which proved least competent in both attempting answers (40.7%) and ensuring those answers were full and correct (80%).

The study was conducted on a small sample of devices, with 4,952 individual queries being proposed to each assistant. While the results are far from comprehensive, there are many valuable takeaways from the study – including an insight into the rapid pace at which personal assistants are developing and improving in reliability.

The next couple of months look set to bring a great deal of change within the marketing, search and content sectors. For more information and advice on staying up to date with emerging trends, get in touch with Ad-Rank Media today.

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