Welcome to this week’s edition of Search Factory’s Weekly Wrap-up. Every Friday we release a summary post of all that is recent and newsworthy in the world of digital marketing – including SEM, SEO and social media marketing. Here is the latest from around the web collected by the Search Factory staff.

WHAT’S NEWS IN SEM THIS WEEK?

Video Marketing Proving to be Great for ROI Performance

“A benchmark report from Vidyard shows that 71% of advertisers claim that video content conversion rates outperform other marketing content. If you’re not using video in your marketing strategy, this might be worth a read..” {See:http://mklnd.com/1orEDAt}

Bing Introducing Close Variant Matching on Exact

“Just when SEM Managers were beginning to accept Google’s introduction of mandatory close variant match types, Bing looks like it is now taking a page out of Google’s books – set to also test close variants for match types. This trial is only taking place in the US for now….” {See: http://bit.ly/1u2hUQ7}

 

WHAT’S NEWS IN SEO THIS WEEK?

Link Ghosts: Why Rankings Remain Even After Links Disappear

Rand Fishkin from Moz ran a very interesting test on “link echoes”, otherwise known as “ghost links”. The idea behind this is that if a page can move up in rankings by pointing links to it, and then remove those links, the bump in rankings often remains.

Rand’s IMEC Labs team tested 2 sites. Site A was in position 31 for the keyword and Site B was in position 11. They built 22 links to both Site A and B. Site A moved up to position 1 and Site B moved up to position 6. Those links were then removed and after 4.5 months Site A was still in position 1 and Site B had only moved down 1 position to position 7.

 So why did this happen? It could be that these pages performed well in CTR and usage behaviour. It could be that these sites earned other signals to bolster rankings (although none were found in any backlink analysis tools – including Webmaster Tools). Or it could be that Google doesn’t drop link votes quickly – especially when few other signals exist. Rand and the IMEC Labs team will continue to monitor this and report on when/if there are any ranking decreases. As per IMEC Lab rules, this was not a one off case. They have replicated this test on at least 3 occasions with consistent results. {See: http://bit.ly/VTXGMx}

The Penguin 3.0 is Bringing Tears to the Eyes of Many 

The Penguin 3.0 is set to roll soon, however the date is not yet specified. According to SEW, Penguin 3.0 is going to be the biggest penguin update yet, which has been worked on for 10 months since the last update. SEW also said “Presumably, once that rerun occurs, those websites that have sanitized their backlink profile AND replaced their spam links with real links will be rewarded with a lift in SERPs”. However we will soon see if that will be the case. SEW introduced a “Penguin penalty tracker tool” which allows webmasters to track their organic traffic back against the previous penguin roll out dates (a tool that isn’t required to have direct access to a websites analytics). {see: http://bit.ly/VTXflC}

 

WHAT’S NEWS IN SOCIAL MEDIA & GENERAL MARKETING THIS WEEK?

Twitter now lets Anyone Check how Many People saw Their Tweets.

Twitter’s updated analytic dashboard lets users see how many impressions each tweet has received, the number of favourites their tweet received and how many times others have clicked on their profile. It also shows how many times users engaged with a tweet and what that engagement was. {See: http://on.mash.to/1nJAB76}

Click-Baiting

It looks like from a marketer’s brand perspective Facebook has to be used more as an engagement channel rather than capturing referral traffic. Some things to keep in mind from this update:

– Post link as ‘link’ rather than photo + URL in caption

– Link bait type of post is so yesterday! Focus on getting more engagement (likes, comments, shares) on your FB posts rather than just click through.

– Seems they dislike people clicking away from Facebook site.

{see: http://bit.ly/1tQ5fk4}

 

Thanks for stopping by to catch up on the industry news this week. Don’t forget you can check out more of our blog posts on SEM,SEO, social media and content marketing here.