This week’s Google I/O event is likely to coincide with a number of algorithm updates that could potentially affect digital marketing strategies. I/O, Google’s annual developer conference, is being held digitally this year, which means small business marketing teams can attend online to get a glimpse of how things like Google ads could be changing in the near future.
While Google is expected to save the unveiling of new Google PPC advertising features for the forthcoming Google Marketing Live event on May 27th, small business marketers can still expect to glean valuable information on the changes they will need to implement to on-site SEO, as it is likely that search algorithm updates are high on the agenda. While Google normally releases updates over the weekend, some believe that a minor update may have been implemented on Thursday, May 13th 2021, on account of various SEO tools showing some rather big changes.
What does this mean for online marketing?
While we’ll have to wait until May 27th to gain an official insight into Google’s latest roll-out, it is known that Google has extended their machine learning within Google Ads to fill in gaps that have been affected by data privacy changes across Europe. The idea is to make it easier for UK and European websites to integrate easier with Consent Mode, which means users’ consent preferences will be automatically accessed by AI to respond more efficiently to adverts that have been tagged or highlighted by users.
Will this affect social media advertising campaigns?
While these changes are likely to affect paid social campaigns on Google-owned entities like YouTube and could impact CRO marketing or remarketing efforts, small business social media managers are unlikely to have to change tactics on platforms like Facebook, Instagram or Twitter unless their Google advertising is specifically designed to generate traffic to social media pages. However, it is always worth keeping up to date with the latest news from social media providers to ensure that your advertising campaigns are providing optimum performance. Paid social campaigns can and do cross over with Google’s algorithmic changes, and ensuring everything is working in tandem is part of a long-game strategy.
If you’d like more information on how the latest updates to the Google algorithm and Google Ads could be affecting your clickthrough rate and conversions, please do not hesitate to speak to us today. We’re here to help implement practical, affordable and successful SEO strategies across search engines and social media alike.