Welcome to our August Marketing Roundup! This past month, Google has made a few changes and updates to be aware of, as well as hinting at another core update just around the corner that will no doubt shake things up again!
Keep reading to learn more about updates across the industry, as well as some resources we’ve been loving this month and key dates for your September marketing plan.
Is a New Core Update Around the Corner?
Google’s John Mueller recently responded to comments about thumbnails still not appearing for some on search results. He encouraged patience, saying that “the next one [core update] isn’t extremely far away” and recommends waiting for that.
He didn’t give a specific timeline for the next core update (“they tend to go out when they’re ready”), however many digital marketers have been experiencing ranking volatility over the past couple of weeks, indicating that Google might be testing a new update.
World’s First AI Laws Come Into Force
The EU has introduced a landmark new law that impacts artificial intelligence (AI). The AI Act aims to govern the way that companies develop and use AI, specifically addressing the negative effects of AI.
The Act implements a risk-based approach to regulating AI, meaning that different applications will be regulated depending on the level of risk posed to society. For example “high-risk” applications such as autonomous vehicles and medical devices will be governed by strict regulations including risk assessments, mitigation systems and use of high-quality training data sets.
Presumably, the use of AI in digital marketing will be low-risk, but there may be scope for this to further impact E-E-A-T in the future.
Google Search Console Introduces Recommendations
Google has announced Search Console Recommendations, a new feature that provides optimisation opportunities and suggests actions you can take to improve your online presence.
These recommendations are based on a variety of Google systems data such as indexing, crawling and serving. It was all already available to you, but is now more accessible via direct recommendations.
Google Introduces New AI Tools for Performance Max
Google has recently introduced new AI tools for Performance Max ads, enhancing reporting, creative capabilities, and brand safety measures. New features include asset-level conversion reporting and image editing. Whilst existing asset generation expands to App and Display campaigns.
Google Now Chooses Local Ad Photos
Google has announced a new update to its Local Services Ads, implementing a new automated photo selection feature. Ginny Marvin, Google Ads Liaison, revealed that the company will now choose photos from advertisers’ LSA profiles to display in their ads.
This change is designed to increase engagement and will be based on an image’s likelihood of improving user interaction.
Key takeaways from this update:
- Photo inclusion may affect ad ranking
- Google recommends uploading 3-5 images to LSA profiles
- Photos should be high-quality, relevant, and original
- Not all ads will consistently include photos
Resources We’re Loving
Take a look at some of the resources that Team Wildcat have been loving recently:
Building a Storybrand by Donald Miller
This book has changed the way I think about writing content to best resonate with the end user. The framework encourages you to think more about who your customer is, what their problems are and what they need, rather than simply promoting your business as the hero.
Instead, you position yourself as a guide who gives them a plan or a solution and calls them to action. You tell them how your plan will result in success and what will happen if they don’t follow through. Ultimately, it makes you think more about your customer’s journey and what they need.
Mockup Studio
Have you ever tried to place a screenshot of a webpage onto a laptop, tablet or phone? It usually looks pretty bad, unless you’re a Photoshop expert, but these images have their places in the world of marketing.
Enter Mockup Studio. This is a tool that allows you to upload a screenshot of your chosen webpage, and then insert it onto a device of your choice (over 4500 devices!). Personally, I’ve loved this tool for making our case studies a bit more visual and showcasing our clients’ websites (I’ve also used it a couple of times in this blog!)
Try it out here.
Dates For Your Marketing Diary – September
A successful marketing strategy is planned in advance and should consider the relevant key dates for your industry. Whether it’s a national holiday or something that sounds made up (we’re looking at you, Talk Like a Pirate Day), planning your marketing around these days can help increase engagement. Here are a few key dates to consider for September:
- 4th September – World Sexual Health day
- 6th September – Read a Book Day
- 10th September – World Suicide Prevention Day
- 10th September – International Makeup Day
- 13th September – Positive Thinking Day
- 21st September – International Day of Peace
- 21st September – National Chai Day
- 27th September – World Tourism Day
- 30th September – World Podcast Day
Keep Up To Date With All Things SEO & Marketing With Wildcat Digital
Here at Wildcat, we keep our fingers on the pulse of modern digital marketing, updating our strategies as the landscape changes to keep our clients, and you, ahead of the game. Don’t forget to check in each month for the latest in SEO, PPC, and everything in between. In case you missed it, here is July’s Digital Roundup.
Looking to punch above your weight online? Enquire about our tailored SEO, PPC and Paid Social services.
Chloe Robinson
Content Strategist & Team Leader
