B2B Marketing News: Google Faces Monopoly Probe, Sophisticated B2B Attribution Models Study, & LinkedIn’s New Video Meeting Options

2020 October 16 Hootsuite Chart

2020 October 16 Hootsuite Chart

Most B2B Demand Gen Pros Use Sophisticated Attribution Models
Some 43 percent of B2B demand generation buyers say that they use advanced attribution models with multiple touchpoints, while 21 percent don’t have a campaign attribution model at all, according to recently-released data surveying B2B technology marketing and demand generation decision-makers. Marketing Charts

LinkedIn Adds New Event Features, Rolls Out Video Meeting Options via LinkedIn Messages
LinkedIn has launched an array of new event-related features, along with rolling out private messaging access to video from Zoom and other virtual meeting providers, Microsoft-owned LinkedIn (client) recently announced. Social Media Today

Tubular Labs Launches Deduped Audience Ratings For Video On Facebook And YouTube
A new effort from video intelligence firm Tubular Labs aims to deliver a more standardized video viewing metric across the Facebook and YouTube platforms, with support for Instagram forthcoming, the firm recently announced in a move of interest to digital marketers. AdExchanger

US Justice Department Files Complaint Against Google Over Monopoly Tactics
Google’s search dominance has led the U.S. Justice Department to file a complaint seeking yet-to-be-announced remedies, the department recently announced. Google responded by calling the complaint filing “deeply flawed,” the Alphabet-owned search giant announced. Social Media Today

Instagram agrees curbs on paid influencers, says UK watchdog
New technology to help spot undisclosed influencer social media posts will come to Instagram, Britain’s Competition and Markets Authority (CMA) recently announced, as Instagram parent Facebook has begun working with the governmental group on efforts to increase transparency, the social media firm has said. Reuters

Google Search Announcements: BERT, Passages & Subtopic Indexing & More
Google has rolled out several new search-related features and updates, including Google Lens improvements, greater use of key moment chapters, and the addition of associated subtopics within search, the firm recently announced. SEO Roundtable

2020 October 23 Statistics Image

Facebook opens Messenger API to Instagram messaging for businesses
Facebook has launched an updated Messenger API that will allow for new automated responses and other integration features that aim to ease business communication via Instagram, Facebook recently announced. VentureBeat

Google Tests Ads In Google Maps Autocomplete Predictions
Google has been spotted testing a potential new variety of advertising for its popular Google Maps product, which would allow advertisers to place ads that appear amidst autocomplete search prediction results as users type. SEO Roundtable

Dropbox is the latest San Francisco tech company to make remote work permanent
Dropbox has announced that it has made remote work a permanent part of the firm’s future, a shift that when combined with similar moves by other technology firms, has led some workers to leave the Bay Area, driving certain rent rates down 20 percent since last year. CNBC

More than 50% of humans in the world use social media — here’s what you need to know [Hootsuite Study]
During the second quarter of 2020 global social media advertising spending was down 13 percent over the same period last year, however the figure represents an improvement over last quarter’s drop of 19.2 percent globally — just one of numerous findings of interest to digital marketers contained in Hootsuite’s recently-released Digital 2020 October Global Statshot Report. The Next Web

ON THE LIGHTER SIDE:

2020 October 23 Marketoonist Comic

A lighthearted look at “generic advertising ‘in these uncertain times’” by Marketoonist Tom Fishburne — Marketoonist

Alexa Hilariously Disrupts Epic Moments in Droga5 London’s Ads About Voice Control — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — L’expertise en marketing: notre Top 20 de 2020 [In French] — ExoB2B
  • TopRank Marketing — Permission to Interrupt (aka The Great Unfollowing of 2020) — Jason Falls
  • TopRank Marketing / SAP — The No. 1 Factor in B2B Influencer Marketing with Ursula Ringham & Rachel Miller | Studio CMO — Golden Spiral

Have you found your own top marketing stories from the past week of industry news? Please let us know in the comments below.

Thanks for joining us for the weekly B2B marketing news, and we hope you’ll come back again next Friday for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Google Faces Monopoly Probe, Sophisticated B2B Attribution Models Study, & LinkedIn’s New Video Meeting Options appeared first on B2B Marketing Blog – TopRank®.


Source: SEO blog

B2B Marketing News: Google Faces Monopoly Probe, Sophisticated B2B Attribution Models Study, & LinkedIn’s New Video Meeting Options

2020 October 16 Hootsuite Chart

Most B2B Demand Gen Pros Use Sophisticated Attribution Models
Some 43 percent of B2B demand generation buyers say that they use advanced attribution models with multiple touchpoints, while 21 percent don’t have a campaign attribution model at all, according to recently-released data surveying B2B technology marketing and demand generation decision-makers. Marketing Charts

LinkedIn Adds New Event Features, Rolls Out Video Meeting Options via LinkedIn Messages
LinkedIn has launched an array of new event-related features, along with rolling out private messaging access to video from Zoom and other virtual meeting providers, Microsoft-owned LinkedIn (client) recently announced. Social Media Today

Tubular Labs Launches Deduped Audience Ratings For Video On Facebook And YouTube
A new effort from video intelligence firm Tubular Labs aims to deliver a more standardized video viewing metric across the Facebook and YouTube platforms, with support for Instagram forthcoming, the firm recently announced in a move of interest to digital marketers. AdExchanger

US Justice Department Files Complaint Against Google Over Monopoly Tactics
Google’s search dominance has led the U.S. Justice Department to file a complaint seeking yet-to-be-announced remedies, the department recently announced. Google responded by calling the complaint filing “deeply flawed,” the Alphabet-owned search giant announced. Social Media Today

Instagram agrees curbs on paid influencers, says UK watchdog
New technology to help spot undisclosed influencer social media posts will come to Instagram, Britain’s Competition and Markets Authority (CMA) recently announced, as Instagram parent Facebook has begun working with the governmental group on efforts to increase transparency, the social media firm has said. Reuters

Google Search Announcements: BERT, Passages & Subtopic Indexing & More
Google has rolled out several new search-related features and updates, including Google Lens improvements, greater use of key moment chapters, and the addition of associated subtopics within search, the firm recently announced. SEO Roundtable

2020 October 23 Statistics Image

Facebook opens Messenger API to Instagram messaging for businesses
Facebook has launched an updated Messenger API that will allow for new automated responses and other integration features that aim to ease business communication via Instagram, Facebook recently announced. VentureBeat

Google Tests Ads In Google Maps Autocomplete Predictions
Google has been spotted testing a potential new variety of advertising for its popular Google Maps product, which would allow advertisers to place ads that appear amidst autocomplete search prediction results as users type. SEO Roundtable

Dropbox is the latest San Francisco tech company to make remote work permanent
Dropbox has announced that it has made remote work a permanent part of the firm’s future, a shift that when combined with similar moves by other technology firms, has led some workers to leave the Bay Area, driving certain rent rates down 20 percent since last year. CNBC

More than 50% of humans in the world use social media — here’s what you need to know [Hootsuite Study]
During the second quarter of 2020 global social media advertising spending was down 13 percent over the same period last year, however the figure represents an improvement over last quarter’s drop of 19.2 percent globally — just one of numerous findings of interest to digital marketers contained in Hootsuite’s recently-released Digital 2020 October Global Statshot Report. The Next Web

ON THE LIGHTER SIDE:

2020 October 23 Marketoonist Comic

A lighthearted look at “generic advertising ‘in these uncertain times’” by Marketoonist Tom Fishburne — Marketoonist

Alexa Hilariously Disrupts Epic Moments in Droga5 London’s Ads About Voice Control — Adweek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — L’expertise en marketing: notre Top 20 de 2020 [In French] — ExoB2B
  • TopRank Marketing — Permission to Interrupt (aka The Great Unfollowing of 2020) — Jason Falls
  • TopRank Marketing / SAP — The No. 1 Factor in B2B Influencer Marketing with Ursula Ringham & Rachel Miller | Studio CMO — Golden Spiral

Have you found your own top marketing stories from the past week of industry news? Please let us know in the comments below.

Thanks for joining us for the weekly B2B marketing news, and we hope you’ll come back again next Friday for another look at the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

4 Google My Business Fields That Impact Ranking (and 3 That Don’t) — Whiteboard Friday

With so many customization options in your Google My Business profile, it can be tough to decide what to focus on. But when it comes to ranking on the SERP, there are actually only four GMB fields that influence where your business will land. 

In this brand new Whiteboard Friday, MozCon speaker and owner/founder of Sterling Sky, Joy Hawkins, takes us through the fields she and her team has found do (and do not) effect rankings.

4 GMB fields that impact ranking

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hello, Moz fans. My name is Joy Hawkins, and today I’m going to be talking about which Google My Business fields impact ranking in the local pack. At my agency, Sterling Sky, we do a lot of testing to try and figure out what things actually influence ranking and what things do not.

We’ve come to the conclusion that there are only four things inside the Google My Business dashboard that a business owner or a marketing agency can edit that will have a direct influence on where they rank in the local results on Google. 

1. Business name

So to start us out, I’m going to start with the first thing that we found has impacted ranking, which is the business name. Now this is one that’s kind of frustrating because I don’t think it should have so much of an influence, but it does.

This year in the local search ranking factors study I actually put this as my number one. Of all the things that influence ranking, this one, in my experience, has the most weight, which is again unfortunate. So as a business owner, obviously you’re thinking, “I can’t really change my business name very easily”. If you do happen to have a keyword rich business name, you will see an advantage there.

But the real action item would be to kind of look to see if your competitors are taking advantage of this by adding descriptive words into their business name and then submitting corrections to Google for it, because it is against the guidelines. So I’m not saying go out there and add a whole bunch of keywords to your business name on Google. Don’t do that. But you should keep an eye on your competitors just to see if they’re doing this, and if they are, you can report it to Google using the Google business complaint redressal form.

Now one thing that’s kind of a tip here — it has nothing to do with Google — but we’ve seen the same thing on Bing, which doesn’t get talked about a whole lot, but on Bing you’re actually allowed to have descriptors in your business name, so go ahead and do it there. 

No impact: Q&A

Now I’m going to switch over to something that we found has not influenced ranking at all, which is Q&A. I kind of shoved it over to the section over there because it’s not actually in the dashboard currently. There isn’t a Q&A section in there, but it is on the knowledge panel on Google, and it is something that you should get an email alert about if somebody posts a question to your listing. 

So we did a bunch of testing on Q&A and found, despite putting random keywords and very specific things in questions that we posted and also in the answers, there was no measurable impact on ranking.

So, unfortunately, that is not one area where you can kind of manipulate ranking for your clients. 

2. Categories

Moving on to the second thing that we have found influences ranking — categories. Categories might sound kind of simple, because you go and you pick your categories. 

There are 10 that you can add on there, but one thing I want to point out is that Google has around 4,000 categories currently, and they keep adding categories, and then they also sometimes remove them.

So we have been tracking this month over month, and we usually find that there are about two to 10 (on average) changes every month to the categories. Sometimes they add ones that didn’t exist before. For example, we found in the last year there have been a lot of restaurant categories added as well as auto dealer categories. But there are also some industries like dentists, for example, that got a new one a couple of months ago for dental implants.

So it is something that you want to kind of keep track of, and hopefully we will have a resource published soon where we can actually log all of the changes for you. 

No impact: services

Now moving on to another thing that does not impact ranking, we’ll move over here to services

So the services section — at first glance it looks like an SEO dream. You can put all kinds of descriptive words in there. You can tell Google a lot about the different services you offer.

But we have found that whatever you put there has no actual bearing on where you rank. So it’s not something I would spend a lot time on. Also, it’s not very visible. Currently it’s not really visible on desktop at all. Then if you go onto a mobile device, it’s kind of hidden off to a tab. It’s not something we have found really has a lot of weight, so spend a few minutes on it, but it’s not something I would revisit quite often.

3. Website

Then moving back to the things that do impact ranking, number three would be the website field

So this is something where you do want to kind of think and possibly even test what page on your website to link your Google My Business listing to. Often people link to the homepage, which is fine. But we have also found with multi-location businesses sometimes it is better to link to a location page.

So you do want to kind of test that out. If you’re a business that has lots of different listings — like you have departments or you have practitioner listings — you also want to try and make sure that you link those to different pages on your site, to kind of maximize your exposure and make sure that you’re just not trying to rank all the listings for the same thing, because that won’t happen. They’ll just get filtered. So that is a section that I would definitely suggest doing some testing on and see what works best for you and your industry.

No impact: products

Now moving on to something that we have found did not impact rankings — products

So this is a feature that Google launched within I think about a year or so ago. It’s available on most listings. They are actually slowly rolling it out at the moment to all listings with the exception of a few categories that don’t have it. This section is kind of cool because it’s very visual.

If you’re a business that offers products or even if you offer services, you can technically list them in this section with photos. One of the neat things about the products section is that they are very visible on the knowledge panel on both desktop and on mobile. So it is something you want to fill out, but unfortunately we have found it doesn’t impact ranking. However, it does have an impact on conversions for certain industries.

So if you’re a business like a florist or a car dealer, it definitely makes sense to fill out that section and keep it up to date based on what products you’re currently offering. 

4. Reviews

Then moving back to the final thing that we found: number four for what influences ranking would be reviews (which is probably not going to be shocking to most of you). But we have found that review quantity does make an impact on ranking.

But that being said, we’ve also found that it has kind of diminishing returns. So for example, if you’re a business and you go from having no reviews to, let’s say, 20 or 30 reviews, you might start to see your business rank further away from your office, which is great. But if you go from, let’s say, 30 to 70, you may not see the same lift. So that’s something to kind of keep in mind. 

But there are lots of reasons as a business, obviously, why you want to focus on reviews, and we do see that they actually have a direct impact on ranking.

There was an article that I wrote a couple of years ago that is still relevant, on Search Engine Land, that talks about the changes that I saw when a whole bunch of businesses lost reviews and just watching how their ranking actually dropped within a 24 to 48-hour period. So that is still true and still relevant, but it’s something that I would also keep in mind when you’re coming up with a strategy for your business.

Conclusion

So in summary, the four things that you need to remember that you can actually utilize inside Google My Business to influence your ranking: first is the business name, second would be the categories, third would be the website field, and finally the review section on Google. 

Thanks for listening. If you have any questions, please hit me up in the comments.


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