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Instagram In-App Adds Business Profiles, Google Plus Deletion and Instagram In-App Purchase Integration

Nitchev Casseus March 25, 2019 73

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    Instagram In-App Adds Business Profiles, Google Plus Deletion and Instagram In-App Purchase Integration
    Nitchev Casseus

Digital Marketing News – March 20th

In today’s digital marketing news, we’ll take a look at a blast from the past with Google Plus, consider ongoing updates regarding Google Ads, take a hard look at new features for business owners on Instagram, and finally reveal a shocking new study regarding voice searching optimization.

Google+ Public Posts Will Be Archived through the Wayback Machine

First, for anyone who hasn’t forgotten that Google+ will be shutting down in a few weeks: it was recently announced by the Internet Archive that all of the public Google+ content will be archived and saved by the Wayback Machine. Users who want to make sure their content is archived are advised not to delete their profile or any of their Google+ content. The archive will not be able to save any private content or content that has already been deleted; we also know that media content may not be archived at its fullest resolution, although currently this is expected to only affect high-definition media, which will not be an issue for most users.

And for those not in the know, a little history on the Wayback Machine: it’s  a public internet archival service that has saved millions of websites from being completely lost over the years. It is especially helpful in archiving those sites that have gone totally belly up, and soon Google+ will be yet another addition to the pile.

Google Ads Updates Semantic Searches

Let’s move on to some more current Google news. In 2017, Google made the surprising jump from syntactic exact match keywords to using semantic searches. Semantic searches can be a bit difficult to understand, but if you’re relying on Google’s algorithm to increase your website traffic, you need to have a basic understanding of how they work and how to make them work for you.

On a basic level, semantic searches focus on why a user is searching for certain keywords and what they hope to gain from their search. Semantic search results come from an analysis which takes context and intent into account, rather than relying on literal keywords alone.

The best way to utilize semantic searches is through broad match keywords, which incorporate everything from synonyms to misspellings and variants into account. For example, if you search “floral arrangements,” a semantic search will trigger broad matches that include “flower arrangements,” “flower delivery,” “arranging flowers,” and so on. Whereas exact matches have stricter criteria and reach a less expansive range of users when compared to the results of a semantic search. Exact match keywords can still be useful, but for Google’s semantic search algorithm, you really want to target those broad matches that will bring more users onto your site.

Instagram In-App Adds Business Profiles

Next, let’s move on to some updates from Instagram. Instagram is jumping into Google territory with an new feature that allows business accounts to display profiles with business information in-app; these profiles look strikingly similar to the Google local knowledge panels you see when searching for businesses in your area. The Instagram in-app business profiles let businesses display their address, their current hours, contact information as well as a website. This new addition is something of a radical change for Instagram, which is notorious for limiting web links and in-app information outside of advertisements. It’s likely that Instagram is hoping to drive some of the business traffic away from Google by encouraging users to look up local businesses in their app rather than Google’s search engine.

Instagram In-App Purchase Integration

In-App business profiles aren’t the only business-related change that Instagram is making. Instagram is now testing in-app business checkout in a select closed beta group. This new feature will allow businesses to add a “checkout on Instagram” option to their product page, rather than the previous method of purchase which sends users to their web browser app after clicking on a business link to make a purchase. The Checkout on Instagram feature will work much like a shopping cart on a web browser, as it will allow users to pick colors and options, quantity, select different payment methods, and finish the payment process all without leaving Instagram. Users will even receive tracking updates for their purchase through an Instagram notification rather than having to check their email for a tracking receipt. For now, Instagram is planning to save customer information in the app after the first purchase is made, so users will only need to enter it in once unless they opt out.

Both of these changes are big indicators of how Instagram is planning to move forward with its business profiles. Instagram is attempting to curb the amount of times that users leave the app by allowing them to find business information and now even make purchases while still operating on Instagram. We can likely expect similar features designed to make shopping on Instagram a seamless experience to be introduced in the future.

Instagram has not revealed when they plan to roll out this feature to all users or whether or not businesses must meet certain criteria before qualifying for a Checkout on Instagram feature.

Study Shows Brands Fail to Optimize Voice Searches

Finally, we’ll take a look at a rather sobering study from Chatmeter which found that no major companies are properly optimizing for voice search results. Voice search optimization is essential for a complete SEO strategy, but none of the industry leaders from the study managed to rank above 70, which is what Chatmeter defines as the minimum score for an industry leader. Target had the highest score at 64, while Starbucks had the lower score at 51–just one point away from being considered “poor” in Chatmeter’s study.

Voice searches are a cornerstone of mobile searching, and businesses really need to up their game on optimizing for voice searches if they want to avoid losing crucial traffic from mobile users. Hopefully, the brands studied by Chatmeter will take harder look at their current voice search SEO and make the proper alterations to boost the effectiveness of their SEO in voice search results.

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