This Week in Search: 11.21.14

How can you use a content gap analysis to feed your publishing pipeline? What is the impact of digital on in-store shopping? The answers to these questions and more in this week’s newsletter. 

New + noteworthy

  1. New Ideas for Your Content Roadmap
  2. Twitter’s Renewed Focus on SEO
  3. Google Carousel Becomes Local 3-Pack
  4. New Data on the Impact of Digital on In-Store Shopping

new ideas for your content roadmap

How can you ease the process of content creation? By understanding where your current holes are and crafting the right information to fill them. Leslie Gibson, the fearless leader of our content marketing team, describes how to successfully use a content gap analysis to feed your publishing pipeline on the agency blog.

  • WHAT DOES THIS MEAN FOR YOU? Zero in on your content creation priorities and maximize the impact of each content element with the help of a comprehensive content gap analysis. 

Twitter’s Renewed Focus on SEO

Twitter recently confirmed that its hashtag pages will soon be search engine-friendly. Check out Search Engine Land for more on how this will impact search behavior and website traffic. 

  • WHAT DOES THIS MEAN FOR YOU? SEO-friendly hashtag pages have increased the number of logged-out Twitter users landing on that page by 10-fold, thus significantly expanding the visibility and popularity of trending hashtags.

Google Carousel Becomes Local 3-Pack

Google is eliminating some of its highest profile categories –think restaurants and hotels – from its Carousel and replacing it with a local 3-pack of organic listings. For more on how this change will impact you, check out Search Engine Land

  • WHAT DOES THIS MEAN FOR YOU? The new 3-pack will appear above the AdWords results and will provide a depth of information (location, pricing, reviews) previously unavailable in the Carousel.

New data on the Impact of Digital on In-Store Shopping

When it comes to in-store shopping, a new Think With Google study revealed that smartphones have transformed consumers into extremely informed, information-craving shoppers. For more on the shifting in-store shopping landscape, check out the Think With Google study

  • WHAT DOES THIS MEAN FOR YOU? Local search has had a drastic impact on in-store shopping – 3 in 4 people surveyed noted that information found in local search results inspired them to visit a store.  
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