The marketing landscape continues to evolve. Almost every week, there are new features, tools, and expectations for small businesses. We’ve created the Millennium Digital Digest to summarize all of the most important digital marketing trends to help your business stay competitive and weather the challenges of 2020 and come out stronger.
What You Should Know — July 2020
Google Now Directing Users Straight to Relevant Section of Webpage
As of last month, Google’s Featured Snippets (the boxes of information at the top of search results when you search for things like questions) will now take you directly to the relevant section of the webpage. Google has been working on this feature for a while, but now that it’s finally implemented, businesses that appear in Featured Snippets may have to rethink their website design. Since visitors will be jumping past any content irrelevant to their search, you may have to come up with new ways to get them to stick around or convert.
Understanding the Consumer Mindset During COVID
Since the start of the pandemic, businesses have been forced to reevaluate how they serve their customers. This is primarily due to limited business operations, but the changes in consumer behavior have added another level of complexity. Google has provided an interactive report showing how consumer mindsets have shifted during COVID — and whether their mindsets will ever shift back.
Ads On Your Local Business Profile
Google is testing ad placements on local business profiles. This isn’t the first time they have tried this, nor is it the first time it has caused controversy. Businesses have no control over these ads, which means that these ads could be promoting offers you don’t intend to show to the average customer. This is currently still a test, so it’s possible that Google ditches these ads or changes how they work entirely.
A New Way to Drive Traffic via Google Image Search
In order to help searchers explore topics more deeply, Google has added extra context to photos in image search results. Quick facts about what’s in a photo will be taken from Google’s Knowledge Graph, and displayed underneath photos when they’re clicked on. While this means site owners cannot control what is displayed, marketers believe the additional information may encourage users to click through to sites from an image search.
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