Mackerel Media’s Search and Digital Marketing Roundup – August 2024
There have been quite a few notable developments in the digital space this August. One major update is that Google has rolled out its August 2024 core update. This recent update to their search algorithm aims to boost the visibility of high-quality content, whilst lowering the visibility of low value, overly SEO-heavy content. This update continues Google’s focus on improving the quality of search results by showing content that users find useful and engage with, rather than content that is written solely for search performance and ranking. (NB: If you would like to discuss how your site might have been impacted by these recent updates, you can get in touch with us at hello@mackerelmedia.co.uk.)
Google Breaks Antitrust Laws
It’s not been a great month for Google however… A federal judge has ruled that Google violated U.S. antitrust laws by maintaining a monopoly in the search and advertising markets. This ruling found that Google tried to sustain its dominance in general search services and text advertising. The outcome of this ruling could lead to future restrictions or even a breakup of Google’s search business. Whilst Google plans to appeal the decision, the success of this case could lead to further trials against Google and other major tech companies.
On the Facebook front, Meta announced that they will be introducing a new range of ad optimisation and integration options. One upcoming feature called ‘Conversion Value Rules’ will allow businesses to define higher bids for audiences they value more (or less). This means that users will no longer have to manually segment these audiences into a new, separate campaign. Meta is also planning on enabling businesses to integrate their analytics data directly into Meta. This data integration should make it easier to refine your audience targeting and gain a clearer insight on overall campaign performance.
TikTok and Amazon Team Up
It was reported this month that TikTok has partnered with Amazon, allowing users to buy products from Amazon directly within the TikTok app. Products will show real-time pricing, along with extra details such as delivery details and Prime eligibility. This move continues Amazon’s integration into social media, having now partnered with Pinterest, Facebook, Instagram and Snapchat. This is good news for companies that already sell on Amazon as this partnership could lead to an increase in brand visibility and sales. This new integration helps to remove the extra step of a user navigating to Amazon separately, potentially improving conversion rates.
YouTube and Shopify Join Forces
Not to be outdone by the above, Youtube is also launching a new integration with Shopify, which means that creators can tag products in their YouTube videos, Shorts, and live streams. This new integration will allow viewers to order the products being featured whilst continuing to watch the video.
Finally, Instagram has announced that you can now post a carousel on the platform with up to 20 pictures or videos. Instagram previously only allowed a maximum of 10 photos or videos. This is a great new addition to their platform that will benefit brands who use carousels as part of their social media strategy.
