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Digital Marketing Round-Up – W/C 26th February

It’s Friday! The SocialB team have rounded up the latest news digital marketing news from Snapchat’s solution to the backlash of their latest update, Google’s two new tools for mobile sites to Google’s Keyword planner getting a new interface.

Google’s Two New Tools For Better Mobile Sites

To help more businesses meet consumers’ growing expectations for faster and better mobile experiences, Google unveiled two new tools at this year’s Mobile World Congress. The first is The Speed Scorecard, which lets you compare the speed of your mobile site with thousands of other companies.

Google Speed Scorecard

The second tool is an Impact Calculator that lets users toggle metrics including site speed, average monthly visitors, average order value and conversion rate to determine the impact that mobile site load times have on their online revenue. For instance, businesses can look at how much they could potentially gain by reducing the load time by two seconds versus one second.

According to Google, 53% of mobile site visits are abandoned if pages take longer than three seconds to load. They’ve introduced these new tools to make it easier for organisations to assess if a poor mobile site experience is impacting their overall business.

Snapchat Assures Users ‘We Hear You’

Snapchat has finally responded to the million people who put their name on a petition on change.org calling for the app to reverse its controversial redesign. They have promised changes and the new look separates content from publishers and users’ friends and families with Stories, messages, Snaps and videos from the latter shown in an algorithmically-sorted feed, much to the distain of Snapchat fans.

The social media platform published a post saying:

We hear you, and appreciate that you took the time to let you know how you feel, we completely understand the new Snapchat has felt uncomfortable for many. By putting everything from your friends in one place, our goal was to make it easier to connect with the people you care about the most. The new friends page will adapt to you and get smarter over time, reflecting who you’re most likely to be Snapping with at that moment.

Google Set To Release New Keyword Planner Interface

Like Search Console, AdWords and Google Analytics before it, Keyword Planner is the next tool in Google’s suite to receive a new interface upgrade. With a much more streamlined workflow and a design matching the new AdWords interface, the new interface will see upgrades the keyword ideas and forecasting section of keyword planner, arguably 2 of the most useful features. While it’s unclear as to when Google is planning on rolling this upgrade out, it has left us excited for what they will choose to improve next!

Search Traffic Surpassed Social Traffic in 2017

A new report into website referral traffic has found that after years of strong growth, traffic from social media has been overtaken by traffic from search engines. The report from Shareaholic studied the results of traffic to a quarter of a million websites in 2017. It is thought that changes such as Facebook’s huge algorithm update have loosened social medias grip on referral traffic. Referral traffic from search drove 34.8% of website visits in 2017 versus 25.6% for social media. The chart below shows the number of website visits from the 13 top social networks and top 6 search engines.

social v search web traffic

Unsurprisingly, Google sits at the top of the list for search engine sources and has cashed in on Facebook’s decline to become the top traffic referral source. In social, Facebook dropped 12.7% from the first half of 2016 to the second half of 2017 with Pinterest and Instagram seeing the biggest rises. Read the findings of this report here.



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