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This week’s #searchdrop looks at the latest marketing playbook that supports businesses with marketing strategy through COVID-19, We’ll also talk about some ways to improve the accuracy of your Google Analytics, and finally the future of GMB and its ability to support local business.

Google Releases a Covid-19 Marketing Playbook

This week in support of businesses everywhere adjusting as quickly as possible to the global pandemic Google has released a marketing playbook that outlines how businesses should prepare for rapid change and sustained differences in user behaviour.

The playbook covers economic recovery (as Google sees it) and how a marketing strategy should be approached with Consumer Insights, impact on your business and taking action now at the forefront. The playbook then goes on to review the new way people are searching online, highlighting that across the globe 20% of people are now using multiple devices to access the web.

Google also provides some nice suggestions on your marketing response during the pandemic:

  • Context – Related to localisation
  • Constantly reassess – Being flexible and responsive to changing trends
  • Creative considerations – Evaluate if artwork, tone, words and other creatives are appropriate to the current climate
  • Changing priorities to navigate uncertainty – Being helpful in a way that fits the current reality
  • Contribution, at every opportunity – Identifying ways the brand can help that are specific to the pandemic

You can download the full PDF here

How to clean up your Google Analytics data

Google Analytics is often the proof point of any success you have on your site. It gives you clean information on how many users you’ve had on site, how engaged they were etc. This data however isn’t always 100% accurate, so to help you remedy this, here are included some great insights from a recent post from Helen Polliet.

  • Watch for mis-allocated traffic – This is where traffic is allocated to the wrong source/medium. An example of this would be a search engine like Yandex being allocated to your Referral channel instead of Organic.
  • Ensure you’re using a clear UTM structure – UTM tagging – if done properly – can be hugely informative as to the success of your campaign. If done incorrectly it can cause huge headaches in reporting and interpreting your data. Therefore it’s important to ensure you’re using a clear UTM structure that your whole team adheres to, you’re avoiding using UTM tags internally on-site, and you aren’t missing out any of the key parameters such as source or medium – as you’ll be missing out on very useful data and corrupting your data with incorrect usage.
  • Filter out bot/spam traffic – Google Analytics has a good bot filter (you can enable in the admin section of Analytics) this should be enabled – and if you haven’t done this yet it’s worth doing it on a test view of your data before impacting your master data. Spam traffic can often be sent to the site from source (sometimes trying to sell SEO services). These should be filtered out once identified as they’ll impact all your metrics and muddy the data.

For more on this and suggestions on fixes see the full article here.

GMB has a big future for small businesses post pandemic

Google My Business has been a very useful tool for years for both local businesses and local SEO’s alike. This is only set to be more apparent as we traverse these uncertain and behaviour-changing times.

Search trends indicate that users are moving far away from offline intents and more online as the pandemic develops, and this will likely carry on as long as this current global situation continues.

As the next year or so unfolds we’re likely to see a further evolution of GMB and its ability to serve customers online, with a whole host of new digital tools for customers to make orders, bookings and payments to small businesses online, and with Google becoming ever more indispensable to businesses everywhere. This is particularly apparent with the changes pending in Google Shopping.

So now is the time to ensure you’re in control and working to improve your Google My Business presence as the platform begins a period of wholesale evolution; not to mention it’s one of the biggest ranking factors in local search!

You can read the full article here