Online Marketing News Vol. 1, Issue 2

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Vol. 1, Issue 2

Google’s “Buy” Button

Until now, Google has simply acted as a referral source for eCommerce sites. In the near future, however, that may be changing. Google is preparing to add a “Buy” button to its Google Shopping ads giving users the ability to make purchases directly through Google. This change has been brought on by the increase in mobile traffic online and the number of “Buy Now” buttons that companies like Amazon, Facebook, and Twitter have begun to introduce.
Google isn’t expected to be taking a percentage of each sale, but the change is still significant for marketers. With the sheer amount of traffic that Google already receives, having the option to remain on Google while making a purchase is sure to increase that traffic even more when it comes to online shoppers. This traffic is sure to affect the number of advertisers on Google as well as the cost per ad. Organic search results will likely be affected as well if Google increases the amount of paid ads that appear before organic results.
It will also likely have an effect on other eCommerce giants like Amazon and eBay since Google is sure to take some traffic from these sites if its “Buy” button is as user-friendly as it is intending. This change is something to monitor in the coming months as it’s sure to affect eCommerce sites of all sizes.

Bing’s Response to Mobile Search

In response to Google’s recent algorithm change to boost sites that are considered mobile-friendly, Bing has announced its approach to mobile-friendly searches. One of the key differences in these approaches is that Bing will not necessarily penalize sites that are not optimized for mobile devices. Sites that are mobile-friendly will receive a boost, but if a site is highly relevant to a particular search term, Bing will not be bumping that site down if it’s not considered mobile-friendly. While Bing’s approach is slightly different than Google’s when it comes to mobile search, that they both have a system in place to identify sites that are mobile-friendly signals the importance of having a site that is optimized for mobile. Learn more about the data concerning mobile search in the U.S. and the effect it can have on your company's SEO approach.

Marketing Tip: Video Optimization

The huge amount of content on YouTube has helped propel the video site to the second-largest search engine on the Internet. This traffic, combined with the ease of uploading a video, means a video marketing strategy should be considered by every company no matter the size. Here are a few tips to help get you started: 1. Create compelling content that is geared towards the decision makers in your industry.
2. YouTube’s video player is in a 16:9 aspect ratio, but it’s not necessary to film in this ratio.
3. Optimize your video similar to the way in which you optimize a page on your website; use
relevant keywords in the title and description to help the video’s discoverability in search
4. Take advantage of the simple share buttons for each of your social channels as well as
your company’s website.