Three Big Online Marketing Stories From December 2021 all Businesses Should Read
December saw Google making several updates to local search rankings, as well as introducing interesting new metrics for their Custom Columns feature in Google Ads. In social media, LinkedIn made moves to expand their reach with a huge new language edition.
Here’s what’s been happening in the world of SEO, Ads and social media over the last month.
Google Reveals Local Search Results Update
Google confirmed in December that they had made changes to the local search algorithm which they had recently rolled out. The November 2021 local search update concluded on 8 December and involved what Google have called a ‘rebalancing of various factors’ that generate local search rankings.
Google said of the update: “When someone searches for a business or place near their location, they’ll find local results across Google in places like Maps and Search. For example, you can probably find local results if you search for ‘Italian restaurant’ from your mobile device. We try to show you the kind of nearby restaurant that you’d like to visit.
“To improve your business’s local ranking, use Google Business Profile to claim and update your business information.”
Google wants to determine local ranking primarily on relevance, distance and prominence, and the updated algorithm will use a combination of these factors to identify the best match for a search.
New Metrics and Updated Custom Columns UI for Google Ads
Google Ads are introducing an updated user interface for Custom Columns and some new metrics, with the roll out happening over the end of December and early January. The updates mean advertisers will have more options for measuring the impact of their campaigns.
The new metrics include spreadsheet functions along with Search, Click and Display impression share. There are also three new phone call metrics, plus non-metric columns for Campaign names and Budget, as well as the ability to reference other columns. Another interesting new metric is the ability to calculate and compare metrics across date ranges.
Google wanted to update the Custom Columns feature so they were more flexible for advertisers. The new user interface now allows advertisers to see their data more easily, as well as gain new insights via the metric comparison tools.
LinkedIn Launches In Hindi Language
The world’s leading social network for professionals has launched in the Hindi language, expanding its potential user base by over 600 million people.
India is already LinkedIn’s second largest market after the United States, with upwards of 82 million members. The new language launch means LinkedIn users will now be able to create a profile in Hindi as well as in English.
An official LinkedIn statement read: “LinkedIn, the world’s largest professional network, today marked a new milestone with the launch of Hindi, the first Indian regional language on LinkedIn, with the goal to support 600 million Hindi language speakers globally.
“With this launch, LinkedIn aims to break down language barriers, providing greater access to professional and networking opportunities to Hindi speakers in India and around the world. With the launch of Hindi, LinkedIn now supports 25 languages globally.”