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5 Steps To Succeed With Full Funnel Marketing

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5 Steps To Succeed With Full Funnel Marketing


As a business-to-business (B2B) marketer, you need a well-structured B2B multichannel funnel strategy.

This will help you attract new customers, generate leads, and land sales.

Without a full-funnel marketing approach, you can kiss your efficacy at brand awareness, lead generation, and sales revenue goodbye.

The B2B marketing funnel involves a multichannel funnel strategy in four stages.

The first three focus on acquiring a new customer, and the final retention stage focuses on customer loyalty.

  • Top of the funnel (TOFU): This is mostly focused on brand awareness and prospect generation.
  • Middle of the funnel (MOFU): This consideration phase is primarily focused on lead generation.
  • Bottom of the funnel (BOFU): This is where the deal is closed and moves on to the sales team.
  • Customer retention: This phase focuses on keeping existing customers happy, generating repeat business, and working with referrals.

What’s Unique About The B2B Funnel?

The sales funnel is not new information to you, nor is it unique to your marketing team.

Most digital marketing professionals use some version of full-funnel marketing as part of their sales and marketing efforts.

However, unlike most B2C companies, the B2B sales cycle is often much longer than your consumer-facing counterpart and typically requires a more refined approach.

B2B companies often have to nurture their prospects for many more months than B2C companies before they become paying customers.

They also have a different decision-making process for B2C consumers.

Unlike B2C customers, the B2B buyer is searching for a solution that solves an organizational problem, such as profit, productivity, and competitiveness.

After passing through several internal processes and sign-offs, a group usually makes the final purchase decision or approval process.

B2B buyers tend to use greater logic, fact-based reasoning, and in-depth research than B2C buyers before landing on a purchase decision.

For this reason, a well-devised marketing funnel that guides the buyer along the sales journey is of massive importance for B2B marketers who want to succeed.

So, what’s the problem?

Tunnel (Not Funnel) Vision

Growth marketers are under tremendous pressure to meet deadlines, sweat budgets, hit targets, and make isolated campaigns work.

Performance marketing, after all, demands performance.

The pressure for conversion ROI for each siloed campaign means marketers may lose sight of how their potential prospects move through the “invisible” B2B marketing funnel (awareness, consideration, and acquisition).

Blind Spots

Additionally, I often find there’s a lack of effort in understanding who the ideal customer is and keeping them uppermost in mind in all marketing activities.

Perhaps it is an oversight or assumption that everyone knows.

However, in the mad rush to sell and generate leads, not enough thought is given to creating content, messaging, and UX focused on the unique buying motivation and decision-making process of potential customers.

As a result, there are missed opportunities in the digital marketing strategy.

Firstly, there are gaps in creating awareness and consideration (top of the funnel) via focused and informative content marketing.

Also, you may be forgetting that marketing qualified leads could be targeted by remarketing.

Remarketing or retargeting audiences can create greater brand awareness and intent-based marketing efforts that support the sales funnel stages.

Busywork

Despite a marketing and sales team’s activity, expense, and well-meaning effort, there is often a total absence of a strategic, optimized B2B marketing funnel.

Rather, only expensive campaigns are in place to drive acquisition towards lead conversion.

Consequently, minimal to no data indicates how customers found the product or services on offer.

Neither are there insights into how the company can focus on replicating this desired outcome through the best-performing channels, and how to decrease budget and effort on channels that don’t.

The Challenges Of Modern B2B Marketers

It’s not because we don’t know about the marketing funnel.

In fact, most B2B marketers are aware that they should be active on as many digital channels as possible, as often as possible.

They also know that messaging needs to be wonderfully personalized based on each buyer’s unique persona and stage of the funnel.

Messaging should also be consistent across all channels without being too invasive. Plus, the pressure is on to do all this while still remaining competitive, brilliant, and within budget.

So how do you do this? It is not possible unless you have a game plan.

Here’s How To Succeed With A Full-funnel B2B Marketing Strategy

If you do the marketing in a B2B business, you need a fully-integrated marketing funnel.

If you hope to attract new leads, nurture these over the lengthy sales cycle, and ultimately convert them into paying customers.

B2B marketers can “unleash” the full potential of demand generation initiatives by implementing a solid B2B marketing and multi-channel funnel strategy.

This is because full-funnel marketing aims to give prospects a seamless experience at each stage of the customer journey.

This makes it easier to guide them toward the desired positive outcome at every stage of the funnel, and eventually convert them into paying customers.

Where do you start?

1. Focus On Identifying And Championing Your Ideal Customer

When I ask a company who their target market is, they say “everyone” or “all businesses in America.”

To which I say, “not possible,” unless you have an infinite budget and unlimited resources. No, you need to be specific.

What Unique Problem Do You Solve?

You might provide several products and services, but knowing what you are best at – and why your customers choose you – will help signify your position in the marketplace.

Look In Your CRM System

Identify the customer that brings in the most value, has the least amount of support queries, and is the most loyal. Now, find a few more like that and try to identify any similarities they share.

  • Are they in the same industry?
  • How many employees do they have?
  • Where are they geographically located?
  • Through which channel did they become prospects and customers, etc.?

Identify what makes them an ideal customer and you will know how to attract more like them.

Outline Their Pain Points And Champion How Your Product Can Solve Their Challenges

If you can highlight how your solutions can help them do what they do better, you will have the apex of your messaging.

2. X Marks The Spot

Answer this: What do you want your ideal customer to do at the end of their journey?

Alright, now work your way backward from that action.

From start to finish, there is a clearly mapped out journey.

There are also clearly defined “if-then” scenarios and catch nets at drop-off points.

This will ensure you get the most return on B2B marketing. It is very seldom that a cold lead turns into a hot sale right away.

  • While you map out your B2B marketing funnel from awareness to consideration to conversion – consider all touchpoints, channels, email nurturing, and conversion criteria.
  • Consider the brand values and what the experience should feel like for your customer. Most marketers sell a product or service. The best marketers guide their customers through bespoke experiences.
  • Use digital measurement tools such as Google Analytics to know which channel is your best current acquisition channel.
  • Review your social analytics to know which channel is your ideal prospects’ preferred watering hole.
  • Analyze this data and your CRM insights to understand better how your customer prefers to engage with you online.

3. Compare Like For Like

Do competitor analysis on those brands that share your ideal customer niche. Find out what they are doing well, what opportunities and gaps exist, and how you can compete.

Use the Facebook Ads library to see what they are doing.

Use Google search to see what ads they are using, what keywords they are targeting, and what their landing pages look like.

While this is only a glimpse into their own unique customer journey – as we have no clarity into what happens after lead generation – this will help you generate ideas and stay relevant. Inspiration is often the fruit of imitation!

4. Create B2B Sales Funnel Catch-net Content

Now that you know your target customer, what your competitors are doing, and have mapped out a unique B2B marketing journey, it’s time to create content focusing on multi-channel tactics that encourage the desired action in each stage.

Awareness

Content that brings you onto the radar of your B2B prospect needs to be available on multiple digital channels.

For example, an SEO-optimized blog on your website that answers a common challenge in their industry.

Gated whitepapers, research pieces, or long-form articles.

Paid search targeting awareness TOFU keywords, and custom-intent Google Display that follows them around online for a few weeks.

Facebook and Instagram ads drive traffic to the website, and organic social posts drive engagement on these channels.

Anything that introduces your brand or solutions to the audience and just lets them know you exist.

Consideration

Create consideration content for those who want to know more about your service or product and what it can do to help them solve their challenges.

These are more educational and feature-oriented pieces, such as case studies and product information.

Use pricing and USP keywords in your Google search campaigns and remarketing for Google Display.

Create short-funnel lead gen ads on LinkedIn, Facebook, and Instagram.

Post consideration pieces, prices, and feature-rich posts for organic sharing.

Send personalized drip campaigns over the next few weeks that validate why they can trust you as the guide to solve their problem and help them reach their objective.

Acquisition

Finally, create relevant acquisition content for those further down the marketing funnel.

This would include targeting keywords with commercial intent on Google Ads.

You could deploy remarketing campaigns to your consideration audiences on Google Display and social media platforms such as LinkedIn, Facebook, and Instagram.

This could also include sending promotional emails to your database.

Remember to use your channels to build long-lasting relationships that could potentially foster further opportunities.

5. Measure What Matters

Great! You’ve come this far. Now let’s consider how you can keep improving.

The best way to do this is to put measures in place that allow you to measure.

By measuring each phase of the funnel, you will see what works and what doesn’t.

This is not a time for “gut feeling” and instinct in your marketing team and sales team.

Rather, the inbuilt analytics in digital marketing channels and campaigns should enable you to try out simple experiments in your B2B marketing channel mix.

This way, you will learn why your audience engages with certain types of content or campaigns along the marketing funnel, why potential customers convert or abandon the journey, and in which marketing campaign it happened.

Iterate, be brave, be bold, and be agile.

Conclusion

The landscape of B2B marketing has changed.

This is because the B2B buyer is evolving.

Research-based, info-laden, and regulation-driven, the only way to reach this tech-savvy target audience is through deploying full-funnel B2B marketing strategies and tactics.

Kick off your game plan with a keen understanding of your target audience.

Delve into your existing customers and replicate their characteristics.

Then carefully map out each stage of the marketing funnel, which channels to use, and what content to create to gain the desired outcome.

Finally, start setting the pace and refining your strategy through diligent measurements and analytics.

Here’s to great success with your B2B marketing funnel and outstanding B2B multi-channel funnel strategies that work!

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A Guide To Social Media Algorithms & How They Work

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A Guide To Social Media Algorithms & How They Work


Why do so many marketers keep asking, “How do social media algorithms work?” Because the algorithms for the major platforms can change quickly.

But, marketers should also keep asking, “Which social media platforms have the most users?” Because that data can change frequently, as well.

So, here are the latest answers to the first question about the algorithms for the eight platforms that you should be considering today.

Spoiler alert: This update contains some surprising shifts in the latest data on monthly unique visitors, monthly visits, and monthly average visit duration from SimilarWeb.

How Does The YouTube Algorithm Work?

YouTube got 1.953 billion unique visitors worldwide in May 2022. The platform received 35.083 billion monthly visits that month with an average visit duration of 21:41.

Now, some social media marketers may be shocked, shocked to find YouTube ranking ahead of Facebook.

But, SimilarWeb’s data above is only for desktop and mobile web channels. It doesn’t include data for connected TVs, which became the fastest-growing screen among YouTube viewers in 2020.

This makes it imperative to know how YouTube’s algorithm works.

YouTube’s algorithm tries to match each viewer to the videos they’re most likely to watch and enjoy. But, with over 500 hours of video content uploaded every minute, this is a Herculean task.

YouTube’s search and discovery systems tackle this challenge by paying close attention to:

  • What viewers watch.
  • What they don’t watch.
  • How much time do they spend watching?
  • What do they share and like?

Next, you need to learn that YouTube has multiple algorithms, including ones for:

  • YouTube Search: Videos are ranked based on how well titles, descriptions, and video content match the viewer’s search and which videos get the most engagement for a search.
  • Up Next: The ranking of suggested videos is based on machine learning’s understanding of which ones viewers are most likely to watch next. These videos are often related to the video a viewer is watching, but they can also be personalized based on the viewer’s watch history.
  • Your homepage: Videos are selected based on how often viewers watch a channel or topic, how well similar videos have interested and satisfied similar viewers, and how many times YouTube has already shown each video to a viewer.
  • YouTube Shorts: YouTube wants both short and long videos to succeed. So, relative watch time is generally more important for short videos, while absolute watch time is generally more important for longer videos.

So, what should you do next?

First, read my column, How To Optimize YouTube Videos To Help Ukraine, which provides tips on keyword research, title optimization, writing descriptions, custom thumbnails, and other video SEO best practices.

Next, read Jon Clark’s article, 13 Key Elements Of Successful YouTube Videos. He focuses on how to make a great video.

Why is that important? Because YouTube’s search and discovery system “finds” videos for each viewer and their varying interests in order to get them to watch more videos that they’ll enjoy so they’ll come back to YouTube regularly.

How Does The Facebook Algorithm Work?

Facebook got only 1.620 billion unique visitors worldwide in May. The platform received 19.739 billion visits that month with an average session duration of 10:05.

Now, Facebook’s unique visitors started dipping worldwide in February 2022.

But, as you can see in the chart below, there was a substantial drop in unique visitors in Russia in early March, after Russia blocked Facebook in an effort to control the spread of information on the invasion of Ukraine.

Screenshot courtesy of Similarweb, June 2022

This had a negative impact on Facebook’s total unique visitors worldwide, which were already losing momentum. Nevertheless, the platform is still too big to ignore.

So, how does Facebook’s algorithm work today?

Well, we knew how Facebook’s News Feed ranking process worked in December 2021 when Anna Stepanov, Head of Facebook App Integrity, wrote a post that said:

“News Feed uses personalized ranking, which takes into account thousands of unique signals to understand what’s most meaningful to you. Our aim isn’t to keep you scrolling on Facebook for hours on end, but to give you an enjoyable experience that you want to return to.”

And she summarized half a dozen of the biggest changes Facebook had made in 2021 to give users more control over, and insight into, how content appears in their News Feed.

This included publishing a new series of Widely Viewed Content Reports to share what content is seen by the most people in News Feed in the U.S.

Ironically, Facebook’s latest Widely Viewed Content Report showed the top four domains in Q4 2021:

  • youtube.com (168.1 million content viewers).
  • media1.tenor.co (118.4 million).
  • gofundme.com (112.4 million).
  • tiktok.com (105.0 million).

But, then in February 2022, Matt G. Southern reported Facebook Shifts Focus To Short-Form Video After Stock Plunge. And on June 16, 2022, Southern reported Facebook To Restructure Main Feed Around Video Content.

So, what should you do next? First, read Southern’s stories and learn why Tom Alison, head of Facebook, plans to turn its main feed into a “discovery engine” for video content.

According to Alison, the main tab in the Facebook app will become a mix of Stories and Reels at the top, followed by posts that its discovery engine will recommend from across both Facebook and Instagram.

Next, follow Southern’s expert, authoritative, and trustworthy advice:

“The best way to prepare for this change, if Facebook is a priority for you and your business, is to get comfortable with creating and publishing more short form video. While Facebook will continue to surface text and photo posts, they’ll be ancillary to the main attractions of Reels and Stories.”

How Does The Instagram Algorithm Work?

Instagram got 1.050 billion unique visitors worldwide in May. The platform received 6.497 billion visits that month with an average session duration of 07:51.

Russia has also banned Instagram, but the growth in unique visitors from other countries around the world has offset that.

So, you still need to know how Instagram’s algorithms work.

In June 2021, Adam Mosseri, the head of Instagram, wrote a post entitled, Shedding More Light On How Instagram Works. He revealed:

“Instagram doesn’t have one algorithm that oversees what people do and don’t see on the app. We use a variety of algorithms, classifiers, and processes, each with its own purpose.”

For the Feed and Stories, the key ranking signals are:

  • Information about the post: How popular a post is, when it was posted, how long it is, if it’s a video, and if it’s attached to a location.
  • Information about the person who posted: How many times users have interacted with that person in the past few weeks.
  • User activity: What a user might be interested in and how many posts they’ve liked.
  • User history of interacting with someone: How interested a user is in seeing posts from a particular person.

For Explore, the key ranking signals are:

  • Information about the post: How popular a post seems to be as well as how many and how quickly other people are liking, commenting, sharing, and saving a post.
  • User history of interacting with someone: (See above.)
  • User activity: What posts a user has liked, saved, or commented on as well as how they’ve interacted with posts in Explore in the past.
  • Information about the person who posted: (See above.)

For Reels, the key ranking signals are:

  • User activity: Which Reels a user has liked, commented on, and engaged with recently.
  • User history of interacting with someone: (See above.)
  • Information about the reel: The audio track, video data such as pixels and whole frames, as well as popularity.
  • Information about the person who posted: (See above.)

So, each part of the app uses similar ranking signals, but their order of importance varies. Mosseri explained:

“People tend to look for their closest friends in Stories, but they want to discover something entirely new in Explore. We rank things differently in different parts of the app, based on how people use them.”

For more tips and advice, read the article by Shelley Walsh entitled, 22 Ways To Get More Instagram Followers Right Now. Then, read Amanda DiSilvestro’s article, How To Use Instagram Reels For Business.

How Does The Twitter Algorithm Work?

Twitter got 979 million unique visitors worldwide in May. The platform received 7.056 billion visits that month with an average session duration of 10.39.

This data does not screen for fake or spam accounts. Nevertheless, it’s worth investing the time and effort to keep up with how Twitter’s algorithm works.

Like most social media platforms, Twitter has multiple algorithms.

Twitter says its “algorithmic Home timeline displays a stream of Tweets from accounts you have chosen to follow on Twitter, as well as recommendations of other content we think you might be interested in based on accounts you interact with frequently, Tweets you engage with, and more.”

If users want to, they can click on the star symbol to see the latest Tweets as they happen. But, few people choose to drink water from a firehose.

If they want to, users can click on “Explore” and see Trending tweets or ones about COVID-19, News, Sports, and Entertainment.

If users want to, they can click on “More” to see the Topics that Twitter thinks they’re interested in.

Like most social media platforms, Twitter’s algorithms use machine learning to sort content based on different ranking signals.

And it’s worth noting that Twitter is currently involved in analyzing the results of its algorithms as part of its “responsible machine learning initiative.”

Here’s what Twitter has said publicly about its Home timeline, Trends, and Topics ranking signals:

Relevance:

  • ​​Users’ previous actions on Twitter, like their own Tweets and Tweets they’ve engaged with.
  • Accounts they often engage with.
  • Topics they follow and engage with most.
  • The number of Tweets related to a topic.
  • For Trends: their location.

Engagement:

  • For Tweets: “How popular it is and how people in your network are interacting with [the Tweet].”
  • For Trends: “The number of Tweets related to the Trend.”
  • For Topics: “How much people are Tweeting, Retweeting, replying, and liking Tweets about that Topic.”

Recency:

  • For Trends: “Topics that are popular now, rather than topics that have been popular for a while or on a daily basis.”

Rich Media:

  • The type of media the Tweet includes like an image, video, GIF, and polls.

For more advice and tips, read Lisa Buyer’s article, 8 Terrific Tips To Optimize A Twitter Business Or Brand Profile. Then, read the article by Julia McCoy entitled, How To Be A Top Tweeter: 10 Tips That Will Get Your Tweets Noticed.

How Does The TikTok Algorithm Work?

TikTok got 690 million monthly visitors worldwide in May. The platform received 1.766 billion visits that month with an average session duration of 03:48.

This data doesn’t include Douyin.com, which is counted separately. But, as the chart below illustrates, TikTok.com gets about 98% of the unique visitors worldwide for both of the ByteDance apps.

TikTok.com gets about 98% of the unique visitors worldwideScreenshot courtesy of Similarweb, June 2022

So, you should probably learn how TikTok’s algorithm works ASAP.

In June 2020, TikTok revealed how its recommendation system selected videos in a post entitled, How TikTok recommends videos #ForYou.

Little has fundamentally changed since then, except the U.S. government is no longer trying to ban the social media platform.

TikTok’s For You feed presents a stream of videos curated to each user’s interests, making it easy for a user to find content and creators they love.

In other words, there isn’t one For You feed for over one billion monthly active TikTok users. There are a billion For You feeds tailored to what each user watches, likes, and shares.

TikTok added, “This feed is powered by a recommendation system that delivers content to each user that is likely to be of interest to that particular user.”

And recommendations are based on a number of factors, including:

  • User interactions such as the videos they like or share, accounts they follow, comments they post, and content they create.
  • Video information, which might include details like captions, sounds, and hashtags.
  • Device and account settings like their language preference, country setting, and device type.

TikTok also revealed:

“All these factors are processed by our recommendation system and weighted based on their value to a user. A strong indicator of interest, such as whether a user finishes watching a longer video from beginning to end, would receive greater weight than a weak indicator, such as whether the video’s viewer and creator are both in the same country.

Videos are then ranked to determine the likelihood of a user’s interest in a piece of content, and delivered to each unique For You feed.”

On the other hand, TikTok said:

“While a video is likely to receive more views if posted by an account that has more followers, by virtue of that account having built up a larger follower base, neither follower count nor whether the account has had previous high-performing videos are direct factors in the recommendation system.”

So, what should you do next? First, read Miranda Miller’s article, 40+ TikTok Stats Digital Marketers Need To Know. Then, read my column, How TikTok’s Search Algorithms Power Content Discovery.

How Does The Pinterest Algorithm Work?

Pinterest got 409 million unique visitors worldwide in May. The platform received 945 million visits that month with an average session duration of 05:29.

With Instagram declaring it is “no longer just a square photo-sharing app,” this is the time to learn how Pinterest’s algorithm works.

The ranking factors on Pinterest relate more to engagement metrics and social shares, but it also involves keywords.

And Pinterest autocomplete provides ideas by automatically suggesting semantically related modifiers to a core keyword.

Pinterest’s search feature then curates a user’s “feed” based on what they’re searching for and how those key terms are used in the Pins being shared by content creators.

Pinterest also categorizes and sub-categorizes topics to make it easy to find keywords for your particular niche.

To optimize your Pins:

  • Use long images: The optimal Pin size is 1,000 by 1,500 px or a ratio of 2:3.
  • Use eye-catching colors: Catch users’ attention and stand out with high-contrast colors.
  • Use enticing, keyword-rich titles: Entice users to click through to your content.
  • Use detailed descriptions: Include your target keywords in your descriptions.

Then, optimize your boards. Boards provide a great opportunity to tell Pinterest’s search engine how you categorize your products and/or organize your content, which will only aid visibility.

Finally, aim for engagement, which can increase your Pin’s (and your profile’s) visibility in search, increasing your traffic.

For additional information and advice, read Southern’s story, Pinterest Updates Algorithm To Surface More Content Types. Then, read Jessica Foster’s article, 12 Pinterest SEO Tips For High-Traffic Success.

How Does The LinkedIn Algorithm Work?

LinkedIn got 306 million unique visitors worldwide in May. The platform received 1.479 billion visits that month with an average session duration of 07:32.

So, social media marketers – especially ones at B2B organizations – need to know how LinkedIn’s algorithm works.

In June 2019, Pete Davies, Senior Director of Product Management at LinkedIn, wrote a post entitled, What’s in your LinkedIn Feed: People You Know, Talking about Things You Care About. He explained, “The more valuable the conversation, the higher in your feed the post will be.”

How does LinkedIn’s algorithm know if a conversation is valuable? It uses the following framework:

  • People you know: LinkedIn’s algorithm looks at a user’s connections and prioritizes who they’ve interacted with directly through comments and reactions; the user’s implicit interests and experiences based on information in their profile; explicit signals, such as who a user works with; as well as who would benefit from hearing from the user.
  • Talking about: A lot of sophistication goes into understanding a good conversation. As a rule of thumb, better conversations are authentic and have a constructive back and forth.
  • Things you care about: LinkedIn’s algorithm also looks at whether the content and the conversation are relevant and interesting to a user. It considers a number of signals, including joining groups and following hashtags, people, and pages.

So, what should you do next? First, read Jessica Foster’s article, How The LinkedIn Algorithm Works & Optimizing For It. Then, read Matt G. Southern’s article, LinkedIn Debunks Algorithm Myths In New Video Series.

How Does The Reddit Algorithm Work?

Reddit got 237 million unique visitors worldwide in May. The platform received 1.669 billion visits that month with an average session duration of 09:59.

With Facebook setting its sights on video to regain its momentum, this is a good time to learn how Reddit’s algorithm works.

In June 2021, the official blog for Reddit posted Evolving the Best Sort for Reddit’s Home Feed. It provided insights into how Reddit determines which relevant posts to show users.

The post revealed that:

“Reddit’s systems build a list of potential candidate posts from multiple sources, pass the posts through multiple filtering steps, then rank the posts according to the specified sorting method. Over the years, we’ve built many options to choose from when it comes to sorting your Home feed.”

Here’s how each sort option recommends content:

  • “Hot” ranks using votes and post age.
  • “New” displays the most recently published posts.
  • “Top” shows users the highest vote count posts from a specified time range.
  • “Controversial” shows posts with both high count upvotes and downvotes.
  • “Rising” populates posts with lots of recent votes and comments.
  • ‘Best” uses machine learning algorithms to personalize the order in which users see posts.

For more tips and information, read the article by Brent Csutoras entitled, A Beginner’s Guide To Reddit: How To Get Started & Be Successful. Then, read Southern’s story, Reddit Makes Comments Searchable.

Why Should You Keep Asking Questions?

The latest data from SimilarWeb indicates that you should continue asking “Which social media platforms have the most users?” as well as “How do social media algorithms work?”

Things change too quickly and frequently in this particular arena for anyone to think that past performance is even remotely indicative of future results.

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Google Be Colorful Sign from Peter The Greeter

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Google Be Colorful Backdrop


Here is a photo from Peter the Greeter at the GooglePlex in front of a “Be Colorful” sign that is super colorful with a lot of fun scenery around it. I assume this was for the Pride celebrations at the Google office.

He shared this on Instagram.

This post is part of our daily Search Photo of the Day column, where we find fun and interesting photos related to the search industry and share them with our readers.





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Google Automatically Selecting Background Colors For Search Result Snippet Images

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Google Automatically Selecting Background Colors For Search Result Snippet Images


Over the past few months Google has been auto-selecting background colors not just for image search results and not just for shading Google Shopping Ads but also for images added to the search result snippets in Google Search.

Punit spotted this a few months ago and he shared a couple examples on Twitter that shows how Google is taking an image with maybe a light gray background and then replacing it with a green background. He has more examples but here is the bigger one.

On the left is an image of a heel on a dark green background in the Google Search result image snippet:

But if you looked at the web page, that image as on a light gray background:

Here are more examples:

Pretty cool for Google to do this but I do wonder if the publishers won’t like Google changing the image backgrounds like this?

Forum discussion at Twitter.





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