Digital Minute - October 28th, 2019
The following is a transcription of the Tailwind Flash Briefing published October 28th, 2019. To listen activate through the Amazon Alexa Skill store.
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Tailwind Digital Minute Flash Briefing for October 28th, 2019
Is Google showing your website’s featured snippets to mobile users? Is there an easier way to capture leads through your Google text ad campaigns? How will holiday shopping look from an online perspective? Sit down with us as we answer all of those questions and more in this week’s edition of the Tailwind Digital Minute.
I’m Harrison Sharp, one of the interns here at Tailwind and co-hosting this week’s episode with me is our BI and Analytics expert, Andrew Karlovsky.
How’s it going everyone?
A lot’s happened over the last week and in true, Tailwind fashion, we’re about to break down three big stories just for you. Now, without further ado, it’s about that time for us to really dig in to our first story of the week.
Do Mobile Devices See Featured Snippets Less Often?
RankRanger, an online blog platform that specializes in SEO strategies, released the findings of their URL match study and it’s showing that mobile users might not be seeing your featured snippets as often as desktop ones.
To carry out the study, RankRanger took a look at 265 varying keywords that produced featured snippets on both desktop searches and compared those URL results to their mobile counterparts. These keywords were checked daily throughout a 30-day period to determine a recorded percentage of days in which featured snippets were consistent between desktop and mobile searches.
And from all of that, they found that their specific keyword set produced a featured snippet 86.5% of the time on desktop devices… but only 73.3% of the time on mobile.
Considering the difficulty that comes along with getting a section of your site recognized for a featured snippet, that’s pretty big news.
Yeah, I think it would be fair to say that it’s not a very good look for Google’s algorithm to be fairly inconsistent on Mobile devices when mobile search makes up 58% of all searches happening altogether.
And we have to emphasize as they do in the report that this keyword dataset included keywords known to produce feature snippets, mobile could be missing out on a lot more than we even know.
Yup, so, to sum this up, what we’re trying to convey is that it isn’t enough just to get a featured snippet now. The process of it ranking across multiple devices is far from automatic and it’ll require a lot bigger of an SEO presence to establish yourself and your product universally.
Google's Text Ad Lead Gen Forms
While we’re talking about Google though, let’s also bring up something great they started beta testing last week: their new text ad webhooks.
So this new extension is an optional lead form you can directly attach to your ads to directly capture leads from users that will automatically flow right to your CRM software similar to the Facebook lead gen forms.
Now, as for the set up itself, it all starts by having you select your campaigns, choose the call-to-action you want displayed and enter extension text that can be up to 30 characters long. Next, you’ll create the lead form itself to include a headline, business name and a description that can be up to 200 characters.
We know that the descriptions we’re giving might not be the easiest to follow so if you head to findyourtailwind.com/blog after this flash briefing, you’ll find the transcription of this brief with links to further resources that can help you out.
This might slow the hype train down a bit but we do have to call out that you are limited to only be able to collect names, emails, phone numbers and postal codes, but that’s still a very useful tool.
And it’s one that’s going to make it so much easier on both advertisers and users. Advertisers will be able to generate leads at a higher rate while the users filling out the forms don’t have to actually crawl through a site or click onto a separate page to submit their info.
We would recommend closely watching the quality of leads you get from these ads, gut instincts and prior experience with Facebook and YouTube lead gen ads show that the quality may be reduced from other onsite lead gen forms.
Early Mobile Device Holiday Shopping Insights
Alright, our last topic is sure to get you in the holiday spirit, or at least lead you to start thinking about your company’s holiday strategy.
Dare I say it, but the holiday season is quickly approaching. And with the busiest shopping period right around the corner, Deloitte recently released the results of their 2019 holiday retail study.
Through this survey, Deloitte explores consumer sentiment and planned shopping behaviors, while uncovering how brands can best prepare for this year’s holiday season.
According to their findings, ‘tis the season to shop online! We can expect that ecommerce sales will make up 59% of the holiday market share in 2019.
Another interesting thing to note from this study is that smartphones are becoming the go-to device for holiday shopping. Believe it or not, 70% of those surveyed planned on using their mobile device to conduct their holiday purchases.
This is important to note, as marketers will need to optimize their digital content and ensure their checkout process is seamless for consumers who are converting on their phones.
And to add to that, mobile is the only device that experienced an increase in usage for the holiday season. While, mobile is seeing a 6% increase of usage, desktop and tablets are projected to remain unchanged.
The survey recommends retailers front-load their promotions and catch those early shoppers and we have to agree… And if you find yourself needing some help with that, maybe it’s time to reach out to us.
Well, that about sums up our content for this week’s flash briefing. To learn more about some of the topics we covered today, head on over to our blog at FindYourTailwind.com/blog where we’ll be providing a full transcription of this week’s brief as well as links to further resources and information. Until next week, I’m Andrew Karlovsky, and I’m Harrison Sharp, and thanks for listening.
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