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Ooops SEO did it again | Volume 16

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Google is back at it again, keeping us on our SEO toes. 

Will we ever know the secrets to their search algorithm and will they ever stop changing it once we are getting close to being comfortable with what we know?  

Before we get into that here’s a peek at what’s to come:  

  • Contextual links: creating and taking away featured snippet CTR opportunities  
  • WebAR, the no app needed next step to the immersive audience experience
  • Chatbots to streamline the recruitment process


Contextual Links Causing Commotion

Back in November 2020, Google began testing contextual inks within the featured snippet on SERPs. These links come from third-party sources (not linked within the post itself)  to add clarity around terms and help the reader gain the most out of the snippet featured. 

By hovering over the link these secondary snippets will appear giving the reader the ability to click through to that third-party site instead of your link, if desired. 

Typically these third-party links will lead to a dictionary site or Wikipedia page as they are high DR, major players in offering context-based information. And it is being theorized that these third-party links own the featured snippet for the correlating query, i.e. the snippet for Who is Tunechi/What Tunechi means.  

That theory opens the door for opportunities to claim snippets for definition terms and industry jargon to gain these contextual links. But it also creates a fear that your page will be associated with a less desirable snippet or a negative query that you may not want to be associated with. 

Ideally, if Google rolls this out in full scale, then there should be an option to track the effects of contextual links and the ability to opt-out of having your page used as a third-party link. Though, I doubt Google will give us the ability to opt-out of having the contextual links added to your snippet. 

Generally, if you are offering strategy tips, comparing products, outlining product features, or writing about the benefits of taking a certain action, these contextual links won’t hurt your CTR. In these cases users are looking for additional information for which a context link won’t suffice and won’t drive traffic away.  

At this time, this new feature remains in the testing stage and it may never see anything more than that, or it may be released in a different form altogether. If it does, well we will update you. 

In the meantime, we recommend that you keep on hustling for those featured snippets, in hopes of Google’s AI grabbing your link and information to provide additional clarity on other’s snippets. Hubspot has five helpful tips on writing to achieve Google’s snippet feature. 

 

Key Takeaways 

  • Third-party links risk harming the CTR of featured snippets
  • Contextual links open the door for being featured in another’s page snippet 
  • CTRs aren’t at risk for high-quality content that can’t be addressed through a context link

Say No To App-Based AR  – Welcome WebAR

WebAR: Augmented reality experiences that are accessed through a web browser – no app needed. 

Augmented reality advertising reached global revenues $1.41 billion in 2020 and is projected to grow to $8 billion by 2024. This growth projection and current success has to do with the ability AR has to engage and connect with any audience from anywhere as long as they have the internet. 

That leads me to the first of five benefits of WebAR over an app-based AR experience. 

1. WebAR Engages People Everywhere 

Be it a QR code on a physical product that, when scanned, opens up a branded digital experience, or a page that brings its content to life through AR – all the person needs is a computer or mobile phone with internet access.  

Accenture ran a study and found that 50% of people have better brand recall of those offering an immersive experience and 47% said immersive technology increases their connection to the product. 

2. WebAR Has an Expansive Reach

There are no barriers to engaging with a WebAR experience when compared to those that run off app-based AR. Smartphones are programmed for augmented reality and don’t require third-party support; this creates expansive reach for any AR campaign. 

3. No App Needed. 

ARKit and ARCore are both plugin apps that you need installed in order to access AR experiences — these features are pre-installed in the newer models of iPhones and Androids . As already mentioned, the main selling point of WebAR is the app-free nature, since this makes sharing incredibly easy. And helps to reduce friction. 

I don’t know about you but it takes a lot for me to download a new app. With this you don’t have to! Making the barrier to access minimal. With WebAR it’s just one AR link, one tweet, endless retweet opportunities.   

4. Seamless Marketing Mix Integration

No need to recreate the wheel here, instead it’s simply adding a cog to the machine. To promote this experience, all you need to do is add a link to email campaigns, share it across social media, or use it as support in an online presentation. 

5. Proven Results 

Not yet tested for results in the B2B realm, 64% of leading consumer brands are engaging in augmented reality and direct-to-consumer campaigns have seen a 400% increase in sales, based on the same Accenture study.  

But applications for B2B are powerful; it can be impossible to demo large machinery (especially in this climate), but with AR it is accessible with a swipe of a finger. 

We highly recommend that you experiment with some sort of augmented reality in your next marketing campaign, and when you do your best bet in doing so is utilizing WebAR. 

 

Key Takeaways 

  • WebAR is a frictionless way to offer an immersive experience
  • People are engaging with and remembering brands that provide an AR experience
  • Increase your ability to demonstrate how your product works by delivering an AR walkthrough – it allows you to demo the product in the buyer’s space at their leisure  

Chatbots To Support Recruitment

Foundation has been going through a growth spurt recently and no we aren’t using recruitment chatbots. But just because it wasn’t right for us, doesn’t mean it’s not for you. 

Globally the chatbot market reached $17.17 billion in 2019, and Facebook has over 300,000 bots working for them. Chatbots have expanded into many markets and have now been programmed for recruitment.

These bots benefit recruitment in more ways than one, in fact, here are five ways: 

1. Increased Candidate Applications

With 74% of applicants dropping out before finishing the process, chatbots can help push them to finish it and submit their application. 

2. Improved Candidate Quality 

Even the brightest of qualified candidates have questions or seek further clarification to ensure they are able to provide the best application. These answers and additional details can be provided by a chatbot in real-time.

3. Enchanted Employer Branding

Candidates are rating your company just as much as you are rating them. Having a friendly chatbot appear on your website to say hi and be ready to answer any question creates a good first impression and shows that your company cares about creating connections. 

4. Multilingual Abilities 

If you work with global clients and are hiring a global team, chatbots are available 24/7 in every language to assist you in the hiring process; and they are available whenever a candidate is online. Nothing replaces a quality HR team, but chatbots are a strong support team. 

5. Increase in Productivity

Taking care of repetitive tasks and answering basic questions round the clock, these chatbots will free up time for the recruitment team to focus on in-depth questions and qualitatively review all candidates.

Chatbots can’t replace your recruitment team and they have some downsides that I would be remiss to ignore. 

  • There is a lack of emotional connection fostered by chatbots; with the advancement in AI and neuro-linguistic programming, these bots aren’t rude, they just aren’t human. 
  • Since they aren’t human, chatbots won’t always understand slang, jargon or typos, meaning a human may have to step in now and then. 
  • They can’t replace recruitment professionals; the final decision has to and should remain with your HR team. 

This is a great tool for streamlining and supporting the recruitment process without having an employee tied up having to run interference. 

 

Key Takeaways 

  • Due to their multilingual abilities, chatbots are great for global recruitment
  • Chatbots can free up the HR or recruitment team during the hiring process 
  • As a result of encouragement and creating a friendly first impression, chatbots lead to an increase in candidates 

OTHER NEWS OF THE WEEK: 

💻 Following a merger with ION Acquisition Corp. expected to close in the second quarter of 2021, Taboola is going public via SPAC and will be valued at $2.6 billion post-merge.

🚚 Chinese company Uisee, an autonomous driving startup, has gained $150 million in financing with a portion coming from a state-owned investment group. 

💳 Israel’s latest unicorn, Melio, a B2B payments company, has completed a $110 million funding round at a valuation of $13 billion. 

 

BRAIN FOOD OF THE WEEK:

Artificial intelligence is ever-expanding and there has yet to be a limit to its capabilities. Yet, there are challenges that face the growth of AI and algorithms. 

Before the obstacles are encountered, experts provide predictions on what they are expecting to overcome. Predicting the next five years of growth, Morning Brew has gathered nine experts to share their takes on the biggest foreseen challenges.   

Andrew Ng’s – Founder of Deeplearning.AI – prediction speaks to the deployment of AI: 

Despite many ‘demos’ and proof-of-concept implementations, getting an AI system deployed in a factory, hospital, or farm today is still a labour of love.

 

TWITTER THREAD OF THE WEEK:

11 Most Asked Marketing Interview Question And How To Answer Them by Christine Johnson

WHAT WE’RE WIRED INTO THIS  WEEK 🎧:

The Pink Polo Ep by Masego and Medasin (Best Track: Sunday Vibes


Originally Sent Out Thursday, January 28, 2021. Stay up to date with all of our latest findings by subscribing to our newsletter today. Signing up also gives you early access to Ross’ Tuesday essay full of exclusive industry insights.

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