1. Google Search Document Leak & SEO Impact
In late May, a bunch of documents leaked regarding how the Google search algorithm functioned. Granted this information could be outdated and not accurate to how everything is working. However, you can gain a lot of insights into what Google is looking for when it says to create “helpful content”.
Three big takeaways I have:
- Google is promoting shopping ads and is demoting blogs and review sites that are mostly filled with affiliate links (recent study). So, e-commerce businesses will need to focus on YouTube and Google Shopping ads in order to have continued visibility in search. This is just a reminder that Google is a business and will do whatever it can to generate revenue… even if that means decreasing organic search for a lot of people.
- Focus on branding because when people search for your brand name, you most likely have no competition. So, if you are not currently using social media, consider finding a platform your audience frequents and experiment with various content that drives engagement.
- Review website analytics, heatmaps and session recordings of your top pages to determine ways you could improve engagement metrics and conversion rates (tool I recommend for this is Microsoft Clarity). People reading and interacting with your pages show your visitors are finding your content helpful. You may not need more traffic but instead a better website user experience.
2. New! I Created a UTM Campaign Builder Tool
So, I decided to create my own tool that anyone could use. My goal was for it to do a better job of explaining what was going on visually.
Give it a try! (please share it if you find it helpful. Thank you!)
3. Adding Custom Fonts to HubSpot
HubSpot recently added the ability to add custom fonts to their CTAs like popups and slide-ins. In testing this out, it isn’t as easy as you would hope and you also need to consider your source of fonts. The guide walks you through manually uploading font files and hosting them on HubSpot. You can then select these fonts in the font dropdowns in rich text editors. Here are some free font providers that allow you to download font files: Fontshare and Collletttivo.
The problem is that common web font providers like Adobe Fonts and MyFonts do not allow you to download the font files. So you wouldn’t be able to use this functionality. Instead, you would need to have a developer write CSS styles in your theme to set the fonts you would like and create custom modules to allow you to select your brand fonts.
I recently helped a client do something like this by creating two-page templates, each one setting a unique class name to the page’s body tag. I then wrote styles to toggle the different fonts based on that body class name.
To summarize all this, if you plan on using a paid professional font from Adobe Fonts or MyFonts you will need a HubSpot developer to write custom style rules. If you are ok using a free font you can follow HubSpot’s guide linked above to upload the fonts yourself.
Something to Consider
LinkedIn Thought Leader Ads have a 1.7x higher CTR and 1.6x higher engagement rate compared to Single Image Ads.
Businesses can now promote content from any user on LinkedIn with Thought Leader ads, as opposed to just verified employees. Learn more
This first appeared in the June, 2024 edition of my 3 Things email newsletter. Click here to subscribe to future editions.
