Check Your VitalsSEO wouldn’t be any fun without Google keeping us on our toes. So thank goodness it’s making a significant algorithm update to keep things exciting in 2021. In six months, the platform will add page experience to its SERP ranking factors — meaning mobile-friendliness, browsing safety, and new Core Web Vitals will play an influential role in how your pages stack up on Google.
Core Web Vitals are Google’s way of measuring your site’s user experience (UX), and you can find your report using Google Search Console. The Vitals include three metrics: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). Basically, these measurements give you and your web team a deeper understanding of your site’s UX by considering load time, interactivity, and visual stability.
As we head into next year, now is an opportunity to get familiar with the Core Web Vitals report and discover areas you may need to beef up your UX before it affects your SEO. Because starting May 2021, it’s not just about having excellent content, but providing users a quality experience while consuming it.
TL;DR: Google will use Core Web Vitals as a search ranking factor in 2021, meaning UX will play a more prominent role in your SEO strategy.
School Is in SessionMany things have changed this year, including where you can find DIY videos and tutorial content (a.k.a., not just YouTube). TikTok’s how-to style content took off, and the platform wants to nurture by testing a “Learn” tab dedicated to housing #LearnOnTikTok videos. A separate page aside from the For You page and home feed will encourage users and brands to create their own educational content and make it easier to find.
With a dedicated space to “Learn,” content creators and marketers can hone in on educationally-entertaining content and engage with audiences creatively. Think: A how-to series on email marketing or mini-tutorials on website coding. Plus, if you already have a YouTube channel dedicated to informational vids, this is an excellent chance to repurpose it. Or have a brainstorming session and build out your TikTok strategy. There’s no countdown for this launch as it’s in testing mode, but this type of content is timeless — and you shouldn’t hold back.
TL;DR: TikTok is testing a dedicated “Learn” tab for housing how-to educational content users seek out.
A Networking TrilogyWe’re suckers for a fantastic trilogy. Here’s a list of the greats (not up for debate): Lord of the Rings, Back to the Future, Toy Story, and … “Read Me” — a three-part series from the established professional social network turned publisher that you know and love, LinkedIn.
This trilogy may not feature Buzz Lightyear, but it doesn’t lack in substance, style, or intrigue. We’ve combed through the series to give you our SparkNotes-like rundown:
Wherever you are on your digital marketing journey, it’s not a bad idea to refresh your noggin’ and stay up-to-date with best practices on LinkedIn (particularly if you’re B2B). Whether your brand’s journey corresponds with the brand building, advertising, or lead generation stages, it’s worth setting some time aside to cuddle up on the window seat, unwind, and Read Me.
TL;DR: LinkedIn’s Read Me trilogy fits B2B marketers and brands in all stages of the marketing journey.
What Lit Us Up
Whiskey BusinessWho would have thought there’d be a time when we missed ordering overpriced drinks in a crowded bar? One day we’ll get back to scream-ordering G&Ts, but until then, alcohol marketers are finding clever ways to get their products in front of consumers. And through its new Cheers to the Host content marketing campaign, Brown-Forman aims to become the go-to site for those serving up holiday drinks at home this year.
Recognizing consumers are spending more time online shopping and consuming content lately, the spirit maker (that distills brands like Jack Daniels and el Jimador) relaunched its website to focus on offering tips for at-home entertaining, cocktail recipes, and decorating ideas. The revamped site directs users to a wealth of cocktail content and even features a "Whiskey Whisperer" Facebook chatbot to educate visitors on whiskey varieties. The company is supporting the launch of its content strategy with holiday-focused Pinterest boards, ads, and more.
With its standard marketing tactics on hold for the foreseeable future, Brown-Forman found a way to reach their customers at home with an updated digital strategy that’s both fun and useful. The company took new consumer behavior and the reality that most people’s holidays will look different this year to create a site that places less emphasis on its product and more on what audiences need — inspiration for home-based entertainment. We’ll toast to that.
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