This Week in Search: 3.13.15

How has Google expanded the Knowledge Graph? Why are brands now favoring Instagram over Facebook? The answers to these questions and more in this week’s newsletter. 

New & Noteworthy:

  1. Over Half of Shoppers at Top Retailers Buy Solely via Mobile
  2. Google Expands Direct Answers
  3. Instagram Has Dethroned Facebook for Brands
  4. Facebook to Purge Page Likes

Over Half of Shoppers at Top Retailers Buy Solely via Mobile

Gone are the days of waiting in line: large retailers such as Target, Apple, and Wal-Mart are among those listed as having over half of their customers exclusively shopping on their mobile devices. Get the details from Marketing Land.

  • WHAT DOES THIS MEAN FOR YOU? eCommerce is leaning more and more towards mobile purchasing, so make sure that, at the very least, your site is mobile-friendly to keep the brand in the game.

Google Expands Direct Answers

Google’s growing arsenal of direct answers is beating third-party websites to the query punch almost 20 percent of the time. Learn how to keep your links rising to the top of the page from Search Engine Land.  

  • WHAT DOES THIS MEAN FOR YOU? Developing rich answer content may not put you in that direct answer result, but there are insights from how it impacts similar search results that will help you understand how best to optimize such types of content.

Instagram has Dethroned Facebook for Brands

Facebook is no longer the social media darling. It’s no secret that its subsidiary, Instagram, is having a growth spurt, but it now appears that brands prefer to use the photo-sharing app over its more complex competitors. Learn about the coup from Ad Week.

  • WHAT DOES THIS MEAN FOR YOU? Put your energy into social media that has the largest reach for organic brand content instead of fighting for attention in selective news feeds.

Facebook to Purge Page Likes 

Don’t fret! It’s not you, it’s Facebook. The network is (finally) discounting likes from disabled or memorialized accounts. Find out more from Tech Crunch.

  • WHAT DOES THIS MEAN FOR YOU? Your page’s likes may take a minor hit, but it isn’t the result of your social media practices. Consider it a spring cleanup for inactive fans, which reduces inflation but increases overall audience value.
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