As you may have noticed, in 2018 we announced several updates that have had an effect on marketing efforts and strategies in 2018. Such updates include the Google Maps API Key update, the huge push on SSL Certificates, Social Media Newsfeeds altering their order for user experience, and much more. Here are the most important Digital Marketing updates in 2018 according to Bytes.co:
1. Google Rebrands
That’s right, your favorite Google products have gone through an identity crisis… just kidding, they’re fine. But still! It is important to be aware of this change as you will slowly see terms such as Google AdWords and DoubleClick Manager disappear.
- Google AdWords will now be referred to as Google Ads
- DoubleClick Manager and Google Analytics 360 Suite are now known as the Google Marketing Platform
- DoubleClick for Publishers and DoubleClick Ad Exchange are now Google Ad Manager
Why did Google rebrand these products? To make your life easier is the simple answer. Google will now keep many of their products under one umbrella, which will help customers to consolidate efforts in one location rather than several.
2. Mobile First Indexing
Google is now using the mobile version of your website for indexing and as a ranking factor in place of the desktop version. What does this mean for you? If you do not have an optimized mobile version of your website, you might (probably will) start to see your Google rank decrease. “Why does that matter,” you ask? Well, your Google Rank is what determines what position your website will be “ranked” on Google searches for your product or service. Long story short, you want a high Google Rank for more business.
3. A Shift in Social Media Algorithm
Social Media Platforms are changing the way they feature organic traffic to their viewers. This impacts platforms such as Facebook, Twitter, Instagram, and LinkedIn:
- Facebook is changing their algorithm to circle back to the original point of Facebook, allowing users to engage in an interactive social media platform instead of the less personal feed it has been transitioning to overtime.
- Twitter has changed their algorithm to rank based on relevancy to the user
- Instagram has changed the way they display their feed as well, prioritizing new and relevant posts so users don’t miss a thing.
- LinkedIn changed their algorithm to prioritize content that is more likely to promote engagement
So what does this mean for you? Ensure the content you are posting on your Social Media pages is relevant to your business and sparking engagement with your followers.
4. New Google Data Retention Rule (GDPR)
The GDPR was implemented under the European Union in order to protect the personal information of EU Citizens and to regulate data protection laws across Europe. Although this was implemented by the EU, it has affected the United States as well. Here is how:
- Google Analytics now has new rules surrounding how long it will retain your data. Once the set retention period is up, the data will be automatically deleted. I know deleted is a scary word… DO NOT PANIC! You have control over how long you would like to retain your data. You can choose from 14 months, 28 months, 38 months, 50 months, or “do not automatically expire.” Like I said, no need to panic.
5. Why your SSL Certificate is Essential
The answer is quite obvious really… do you want the words “Not Secure” next to your URL? I don’t think so! If your website does say “Not Secure” it’s time for an SSL Certificate. What does this certificate do? The SSL Certificate secures data transfers between servers or from a server to a web browser. Basically, it prevents hackers from accessing personal information your clients may provide to your website. It also provides quite a bit of reassurance to your website visitors knowing that your website is indeed secure.
As you head into the 2019 year, keep these updates in mind when thinking about your marketing strategy. If you’re thinking about working with us to increase your clientele and get more business email us for a free consultation!