Tag Archives: Google

Hyundai’s Augmented Reality Guides, Google+ New design and Pinterest Promoted Pins

This week in Digital Bytes: Hyundai takes an innovative approach to its car owner’s manual with a detailed virtual guide; Google updates the look of Google+; and Pinterest gets set to launch Promoted Pins in the UK.

Hyundai Owner’s Manuals In Augmented Reality Form

augmented- reality-fastwebmedia
Source from Flickr

Hyundai plans to revolutionise its car owner’s manual with a detailed virtual guide (available on a tablet or phone)

Hyundai has announced a modern take on the traditional owner’s manual usually found inside a car’s glove box. The automaker will soon be launching an augmented reality guide to help users with repairs, maintenance and vehicle feature information.

In the future, virtual manuals like this could be implemented in other categories, such as furniture assembly, household appliances, or electrical devices.

Hyundai’s AR manual aims to make owners more familiar with their vehicle’s capabilities. It will enable them to use their smartphone or tablet to get how-to information. Initially, the Hyundai Virtual Guide is compatible with the 2015 Sonata model, and soon after it will become available for additional models.

Users can position their phone or tablet’s camera over the part they want to learn more about. The guide can virtually identify and provide info on features such as the air filter, smart cruise control, Bluetooth phone pairing, warning indicators, clock, engine oil, brake fluid, fuse box, and smart trunk.

Google+ new design aims to focus on community

Source from Pixabay

There have been quite a few new changes for Google+ this year. Recently Google has updated the look of Google+ as it looks to respond to user feedback and focus on communities and collections.

Now focused around interests, Google+ is simpler and easier to use and has been rebuilt across web, Android and iOS for a faster and more consistent experience across all devices.

Eddie Kessler, Director of Streams says Google’s rework of the network is “focused around interests” and adds that it wants users to connect to those with whom they have things in common.

Communities, which in its present form has 1.2m ‘joins’ from people each day, the company claims, allows people to join sections they’re interested in — such as Game of Thrones. Collections gives a view of the latest content on broader topics — Google gives surfing as an example — and allows you to gather material from across the web to share.

Promoted Pins ad platform to Launch in the UK

Source from Flickr

Pinterest announced it will launch its ‘promoted pins’ ad platform in the UK during the first six months of 2016.

The service has already been running in the US for over a year, so it was only a matter of time before it made its way to the UK. A promoted pin is a paid ad that ensures pins appear in the most relevant places on Pinterest. Marketers can target specific consumer groups, track data and pay on an engagement or click-through basis.

Tim Kendall, Pinterest’s General Manager of Monetisation said: “We are trying to do for discovery what Google has done for search and by that I mean stitching together a catalogue of ideas on your smartphone every single day.”

He says Pinterest’s UK users have more than doubled over the past year and that three million items, from clothing to food and drink, are pinned daily. Pinterest, which has 100 million users, “will surpass one billion over time” according to Kendall, who says that discovery is a “universal need”.

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Google brings Tweets into Search Results, Ralph Lauren’s Smart T-shirt and William Hill’s Football Campaign

This week in Digital Bytes: Google has embedded tweets into desktop search results – providing twitter users with a larger audience for their content; Ralph Lauren showcases a smart t-shirt linked to fitness app; and William Hill launches a new football campaign.

Google Embeds Tweets into Desktop Search Results

Twitter and Google Digital Bytes Fastwebmedia
Source from Social Media Today

Back in May, Google and Twitter partnered to bring tweets into mobile search results. It was designed to put real-time info into Google’s search results and also provide Twitter users with a larger audience for their content. It was, and is, a really major deal for both companies.

In fact, one of our recent blog articles discusses Google’s incorporation of Twitter into its mobile search results, what it means for brands and what brands need to do. The partnership between Google and Twitter to include tweets in mobile search results has proven successful as Google announced in a short update on its original blog post that it will be including tweets within search results on desktop as well.

Update, 8/21/2015: We’ve extended this to desktop now too, and in English everywhere’.

What this means is that when you search for something on Google, a feed of the latest tweets relating to the searched term will come up. Also, typing in a hashtag on Google will generate a list of trending tweets around the searched hashtag. The presence of tweets relevant to users’ searches will increase the likelihood of more people signing up to the micro blogging platform and will promote the service in a relevant and engaging way which is great for both companies and a good marketing strategy.

Ralph Lauren to push sport apparel with smart t-shirt linked to fitness app

Polotech Digital Bytes Fastwebmedia
Source from The Drum

Ralph Lauren is marketing its sporting apparel with mobile app added benefits by announcing that it will release a high-tech workout t-shirt with sensors that measure a number of biometric stats and feed them back to an app. The brand has revealed its PoloTech apparel t-shirts, partnering with a Ralph Lauren app, providing stats similar to the Apple Watch but with added benefits. It is due for release on August 27 and is only available on iOS

The PoloTech t-shirt is made with “second-skin” fabric which has silver fibres woven directly into the fabric and a small, sensor-filled black box sown into the shirt near the rib cage which will track biometric stats such as steps taken, breathing depth, heart rate, and energy exertion.

The technology was previously tested by ball boys at last year’s US Open tennis tournament and top-ranking player, Marcos Giron, wore one of the t-shirts during practice.

Although the thought behind the fitness-based app is already present in many mobile devices as well as most obviously in the Apple Watch. However Ralph Lauren’s mobile app is endeavouring to do something different from the Apple smartwatch, by offering real-time analysis and workout suggestions based on the biometrics the person is showing at the time.

William Hill launches new football campaign

William Hill Digital Bytes Fastwebmedia
Source from Campaign Live

William Hill, the leading online gaming, in-play and pre-match betting provider to UK customers and bookmaker to US, has released an energetic new football campaign ‘Take Control’. The new look campaign, consisting of three 30 second TV adverts, will be executed through the line – across social media, online and retail display, radio and press. The TV campaign reflects William Hill’s dedication to innovation and enriching their customers’ betting experience.

The first TV advert showcasing In-Play betting aired on Sunday 23rd August at 1.20pm – just before the kick-off of the game between West Bromwich Albion and Chelsea, and will be followed by two more spots, focusing on William Hill’s “Priority Access card” and its “cash in my bet” option in September and October respectively.

The ad is a frenzied mixture of football, cartoon explosions and aggressive cut-away scenes merged with an electro dance sound track by Knife Party, which makes for depleting viewing and also features The Senet Group‘s ‘When The Fun Stops, Stop’ message on the end frame to remind and educate people about the risks of gambling and how to stay in control.

Pete Spiers, Head of Campaigns at William Hill, said “Our enhanced In-play betting, Priority Access Card and Cash In My Bet products offer our customers the ability to ‘Take Control’ of their daily digest of live football” he continued, “These innovative products, coupled with the impending launch of our next-generation web-platform, will allow our customers to enjoy the ultimate betting experience”.



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Coca-Cola Trials Beacons, Facebook Overtakes Google as Top News Source and Samsung Unveils New Smartwatch

This week in Digital Bytes: Coca-Cola tries out beacon marketing – as it explores location-based marketing; Facebook overtakes Google as the top hotspot for online news traffic; and Samsung unveils details of its new smartwatch.

Coca-Cola tries out beacon marketing

Tweet a Coke digital bytes Fastwebmedia
Source from The Drum

Coca-Cola might be the next big brand to turn to location-based marketing, having conducted a beacon trial in cinemas in Norway designed to discover the best methods for using the technology. Coca-Cola’s team delivered the associated promotion through a popular, third-party app as opposed to trying to convince users to download its own app in order to be rewarded.
Coca-Cola is to explore the hyper-relevance beacons provide after a recent trial revealed how intention data generated by the tech can power mobile advertising in an accurate, and scalable way. This simple promotion allowed Coke to build more rounded customer profiles for its campaigns, with the beacons acting as a proxy to tie offline back to online ad targeting.

The pilot scheme, conducted throughout May and June, saw free Coke offered to cinema-goers if they had Norwegian publisher VG’s app on their phone as they walked through CAPA foyers and as a result they found this method of delivering the campaign, when “not used in isolation”, to be more favourable than trying to engage customers through their own app.

The test revealed that a quarter (24%) of those with VG’s app on their smartphone clicked on the initial offer, with half of them going on to collect their free Coke at the cinema, while 60% of the people who visited the cinema clicked on the retargeted ad served to them up to a week later, which then greeted them with the offer of a free cinema ticket courtesy of Coke.

Senior digital marketing manager Zoe Levine said that Coke needed an “app that people want to download” and “use on an ongoing basis” for beacons to become a core part of its marketing.


Facebook overtakes Google as top news traffic source

Facebook versus Google digital bytes Fastwebmedia
Source from The Drum

Facebook has removed Google as the top hotspot for online news traffic based on the most recent research to be carried out by analytics firm Parse.ly.

This demonstrated the social networking platform to have surpassed the search provider as the dominant traffic source for news sites, drawing attention to the rising power of social media to drive traffic.

Assessments for all social media sources show that the sector represented 43 per cent of all referrals with Facebook representing the tremendous majority of these. Google in the meantime represented only 38 per cent showing the opportunities available for brands to embrace news in their social media campaigns.

The study took more than 400 news and media outlets into consideration, from traditional publishers such as Wired, Reuters and The Daily Telegraph to digital only portals such as Mashable and The Next Web which accumulates 6bn page views and more than one billion unique visitors each month.

Facebook’s achievement takes after a time of continued growth since October, when it edged ahead of Google in a close neck and neck race however since that time Google has flat lined, permitting Facebook to open up a reasonable lead.


Samsung unveils details of its new Smartwatch

Samsung Gear S2 Digital Bytes Fastwebmedia
Source from Focus News

Apple watch has a new competitor as Samsung has unveiled The  Samsung Gear S2 smartwatch which has similar features to the Apple Watch including a heart rate monitor as well as a phone and text messaging app as shown on the video released on the company’s YouTube channel today. The video also shows a weather app, a time zone app, a calendar app, and a sports tracking app.

There are a few launches on wearables which are important as they will be competitors for Apple Watch while Samsung will hope Apple’s entry into the smartwatch market will have increased interest in wearables which it can in turn benefit from with a lower price model as part of the campaign strategy

Wearables are therefore here to stay, and they hold huge potential for both consumers and brands as they can handle contactless payments and ticketless entry, hotel room key, transportation cards and a lot more. Brands are taking advantage of this opportunity to win over consumers while tech companies are including features that will attract consumers to their wearables.

The question is what type of wearables will win over consumers: smartwatches, fitness trackers, wristbands, smartglasses or others?




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Is Google Taking Over Social Media?

Google social media fastwebmediaHaving tried and largely failed to take on Facebook and Twitter with Google+, Google is now looking for a new way to integrate social into search. Rather than producing its own network, it’s incorporating an existing channel into its search results, namely Twitter, in an attempt to produce richer and more real time rankings. The partnership was announced in March this year, and the results (Twitter feeds neatly integrated into the Search results) started rolling out in May in the United States.

The rollout still seems to be in a beta testing phase, so it’s a good opportunity to analyse the new functionality and work out how brands can take advantage.

What’s happening?

paul-bullock-fastwebmediaIf you search for a brand, person, or hashtag in Google on your mobile, you’re likely to find a new addition to the results. Now, rather than just feeding back webpages, images, and news stories, Google has started showing Tweets.  The location of the box is changeable (depending on popularity, it appears at either the top or middle of the page), but the format’s always the same. Packaged in a small rectangle, the feed features the tweeter’s last five tweets which the user can scroll through, and the feed’s avatar and name, which can be clicked to take the user through to Twitter itself.

Early in its rollout, the functionality seemed limited to the super brands (Coca-Cola, Google itself) and the very famous (Barack Obama, Taylor Swift), but it’s now started rolling out to smaller brands and non-famous people (including me!).  Hashtags are also included, though currently only the very popular ones. For example, if you search Google for a hashtag related to a brand or campaign, it’s unlikely to appear unless it’s been adopted by a huge number of people. But more generic tags, such as #motivationmonday, are appearing at the very top of the results.

Why is this important?

Google has been trying to tap into the power of social media for years. This development is a small step, but it could lead to much bigger things, and it’s already been suggested that there’s a potential Google buyout of Twitter in the offing. Such deal may ultimately be too costly for Google, but it would bring numerous benefits, including a mobile-optimised advertising platform and a firm foot in the social sphere.

It’s the access to newer, more granular, and sentiment-driven data that would be the biggest boon though. Twitter data could tell Google’s algorithms what the search engine alone can’t: not just what people like, but why they like it. This has been an aim of Google’s since 2009, when then Head of Search Marissa Mayer said: “You can ask: ‘Is this conference today any good? Is it warmer in San Francisco than it is in Silicon Valley?’ You can actually look at tweets and see those sorts of patterns, so there’s a lot of useful information about real time and your actions that we think will ultimately reinvent search.”

That this suggestion remains prominent in Google’s mind six years later proves just how important it is, and just how great the potential benefits to both Google and brands could be.

What does it mean for brands?

Social and Search have been slowly merging for a number of years, and this is yet another step in that direction. The impact will be slow to begin with, but could be significant in the long term. Too often, brands think of the two as separate spheres, and that social media offers engagement value that websites simply can’t. This has led to a fragmented approach that’s likely to come to an end if the partnership between Google and Twitter gains traction.

For example, if a brand sets up a Twitter-only competition that makes heavy use of a hashtag, there’s now the potential to get that hashtag ranking in Google. However, it’s likely that this couldn’t be achieved through Twitter alone. Google will be looking at a number of signals, and one of those is likely to be what it reads from a brand’s site. By bringing the site into the fold, a brand will increase chances of ranking well and therefore enhancing awareness. It’ll be slow at first, but potentially could dramatically alter the way digital activities are organised.

What do brands need to do?

At the moment, it’s unclear exactly how both Google and Twitter are approaching this. Since the early days of rollout, more feeds are appearing, with a number of brands’ feeds now appearing when their name is searched for. It’s all speculation, but it’s a safe bet that number of followers and whether or not an account is verified are key signals Google is using to determine quality and relevance. Equally, the frequency of posts and level of engagement those posts receive will likely feed into the overall judgement.

This is less certain, but Google could also be using a brand’s website as a key indicator; how though is difficult to say. As feeds are currently only appearing on mobile, a site’s responsiveness is likely to play a part. After all, if a brand’s site is mobile unfriendly, Google may deem the brand as a whole to be likewise. It’s also possible that the number of views a site receives on mobile devices will play a part, with Google taking that as an indicator of the brand’s relevance in the mobile experience. Beyond that, a link between a brand’s site and its Twitter feed would also be beneficial, as this will help Google build an association.


This is very much an open playing field at the moment and there’s little solid information on where the Twitter-Google partnership will lead, and what technical and optimisation actions brands need to take to take advantage. What is clear though is that Google will continue to place strong emphasis on the link between Social and Search, and that a holistic approach is the best way to succeed going forwards.



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If you found this article interesting, why not take a look at our post about Google’s latest algorithm update regarding taking mobile usability as a ranking factor. Simply click on the image below: 



Digital Bytes: World Cup Campaign Uses French Fries

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news. This week our post focuses on the launch of Meantime Brewing Company’s app, Google’s creative exhibition and McDonald’s World Cup campaign using French fries.

Meantime Brewing Company launches Blippar app

Meantime Brewing Company has created an augmented reality app for the beer connoisseur which uses the Blippar app to provide a range of interactive activities. Blippar, a free app for tablets and mobile devices, lets customers ‘blipp’ the Meantime Logo on labels and beer font badges to reveal a menu of interactive options. This includes 30-second mini videos by expert sommeliers imparting tasting notes and food matching advice. Additional features include a range of carefully created beer-based recipes as well as news and information, competitions and offers. Richard Myers, Marketing Director at Meantime, said: “Since Meantime opened its doors in 2000, we’ve set the bar in terms of our use of innovation and tech – employing it to great effect in instilling our unique sense of invention in creating truly original, world-beating brews that have led the way in terms of British craft beer.

Google partners with the Barbican to show coders are artists

Coders are inherently creative and don’t need to be partnered with art directors and copywriters, said Google Creative Lab’s Steve Vranakis at a digital art exhibition at the Barbican. The exhibition explores art made with code, by developers using technology as their canvas and code as their raw materials to create innovative, interactive digital art installations. The project is designed to inspire the next generation of developers and artists by highlighting coding as a creative art form Vranakis, the Executive Creative Director at Google Creative Lab, was speaking at a private viewing of Google’s DevArt exhibition at the Barbican Centre. For the show, Google commissioned artists to create installations using technology and code. Google presented three installations that included Zach Lieberman’s Play the World, a keyboard that takes notes in real-time from internet radio stations across the world whenever a key is struck. Varvara Guljajeva and Mar Canet created Wishing Wall, which invites people to whisper wishes into a receiver and then turns that wish into the image of a butterfly on a screen. Karsten Schmidt produced an installation called Co(de)factory, which used a 3D printer that allows people to collaborate to make physical artefacts.

McDonald’s re-enacts World Cup highlights using French Fries

McDonald’s has launched its latest World Cup campaign in the form of FryFutbol, a painstaking re-enactment of key moments from every match in the tournament using French fries. Proving that when the chips are down, the stomach is the quickest route to consumers’ hearts, the campaign recreates the goal keeping heroics of the USA’s Tim Howard when playing against Belgium. The wordless shorts have been designed for global consumption with McDonald’s thoughtfully adding cartoon eyes to the edibles in a bid to recreate some of the key personalities from the field. The campaign ties in with a real-world re-design of medium and large packs of French fries featuring 12 World Cup inspired designs.

Digital Bytes: Sainsbury’s and Google launch first voice recognition banner ad

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news. This week our post focuses on iBeacon technology in the retail industry, Google’s launch of premium video ad exchange and Sainsbury’s Food Rescue campaign with first voice recognition banner ad.

Karl Lagerfeld, Armani and Hamleys to target consumers via iBeacons

Regent Street’s line up of luxury retail brands, including Karl Lagerfeld, Armani and Longchamp, are set to deliver personalised marketing messages to shoppers using iBeacon technology.
The Crown Estate, which owns the shops on Regent Street, is introducing a mobile app that communicates with beacons in each store via Bluetooth, allowing consumers to receive offers and personalised content as they walk by.
As well as providing content, the app is also intuitive, building a profile for each shopper so that the content they receive is tailored to their individual preferences.
Paul Lorraine, UK General Manager of Longchamp said: “Success in retail in the 21st century is strongly linked to how you engage your customers in store and online. Regent Street already has a reputation as being the place to be for brands like ours and the new mobile app will bring the digital and physical together, providing an exciting new way for us to speak to our customers.”

Google launches premium video ad exchange

Google is looking to make it easier for brands to buy premium video ad inventory programmatically across the web with the launch of a premium video ad buying platform: Google Partner Select.
It is predicted that video ad spend will grow from $4bn to almost $6bn in 2014, yet one barrier to growth has been the difficulty in finding high quality video ad inventory, according to Google.
The programme allows brands to place bids on pre-roll and mid-roll ads via real-time auctions, with Google’s algorithms matching advertisers’ desired audiences with the inventory available across the platform. Demand-side platforms and agency programmatic trading desks will also be able to buy inventory through Partner Select.
Alongside Partner Select, Google is also introducing a new way for brands to buy video ads directly through its DoubleClick platform, streamlining the traditional process of long negotiations followed by insertion orders.
Neal Mohan, Google’s Vice President of Display and Video Advertising Products, says : “This new option is meant to help streamline what today can be a cumbersome process, involving days of back-and-forth negotiations, dozens of phone calls. We hope brands and publishers will be able to spend less time on logistics and more time building partnerships and winning creative and content.”

Sainsbury’s and Google launch first voice recognition banner ad

Sainsbury’s and Google have developed the first interactive banner ad to include voice recognition technology as part of a marketing campaign to promote the two brands’ new tool which aims to help people cut down on food wastage at home.
The banner ad, which will appear on Google and other sites, carries the same functionality as the food wastage tool. Mobile users will be able to click on the expandable banner and speak the names of up to nine ingredients into their smartphone, which will be used to show a range of recipe ideas, from simple snacks to dinner party ideas.
The ads are used to promote Sainsbury’s Food Rescue, which aims to offer shoppers inspiration and advice on how to use leftovers and other ingredients. The move comes after Google data revealed that searches for terms such as “leftovers” have increased by a third over the past year, with around 64 per cent of those performed on mobile devices.
The tool will also enable customers to input the amount of food they have rescued and money saved, which will feed into a leader board showing how much different cities and regions have saved, as well as the UK as a whole.

Digital Bytes: Google Adds Public Transport Data To Maps

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news. This week our post focuses on the #BirdsEyeInspiration campaign, Nutella’s innovative attempt at growing its strong global brand and a new update from Google Maps.

Birds Eye creates pop-up restaurant where guests settle the bill with an Instagram picture

Birds Eye has launched a pop-up restaurant that allows customers to settle the bill by sharing an Instagram picture of their food using the tag #BirdsEyeInspirations.

The concept restaurant, named The Picture House, will open its doors in London this week before visiting Manchester and Leeds in June, after research found that 52 per cent of the public regularly take photos of their meals.

Birds Eye Marketing Director, Margaret Jobling commented: “Taking photos of food enables people to show off and to share their mealtime moments – from the everyday to the very special. We wanted to tap into this trend and create a new reason for people to talk about and sample our newest additions to the Inspirations range.”
As well as opening The Picture House restaurant, the Inspirations range will be promoted through a multi-media campaign including TV, digital, POS and a three month sampling campaign.

Nutella launches first global campaign to exploit ‘great love’ for the brand

The “50 Years Full of Stories” campaign asks the chocolate spread’s 26m social media fans to share their Nutella stories by text, photos or video for the chance to win exclusive prizes. Fans who submit stories receive a personalised name label for a Nutella jar as well as being entered into a prize draw to attend birthday parties hosted in different cities.
Emma Colquhoun, Ferrero UK’s Marketing Director for the UK and Ireland, says, the move aims to encourage its advocates to help grow the brand now that they are “fully-aware” of its credentials as a breakfast spread.
The advocacy push comes a year on from the criticisms the brand faced following its cease and desist notice to the owner of the unofficial “World Nutella Day” website. Nutella pulled the court order, concluding a period Colquhoun says generated valuable insight on working closer to fans.
Colquhoun adds: “We’re leading our marketing through social media now whereas in the past it would have been TV. Since we changed our positioning from a treat to a breakfast alternative in 2007 we’ve seen strong global growth despite the absence of one, unified theme.

“[Global marketing] is something the Ferrero organisation is looking into and the Nutella brand seemed like the best place to start because the breakfast theme was present in various markets.”

Google adds public transport data to Maps

UK users of Google Maps can now benefit from the addition of public transport data to aid navigation from smartphones and tablets whilst out and about.
The update extends limited coverage in larger cities to the whole country for the first time, enabling national travellers to benefit from the extended reach.
The ‘public transport’ option in the route finder pulls timetabling information direct from Traveline to offer Android users guidance on how to reach their destination – although it will not have access to the real-time data present in Nokia Maps.
A key innovation from Google however is the conversion of Traveline’s raw data into the General Transit Feed Specification (GTFS) format – which will be made freely available to smaller app developers for use in their own services.
Traveline Chief Executive Julie Williams said: “It’s an amazing shop window for our operators’ services. The presentation and way Google has pulled together the data looks exceptional – we’ve not seen anything like that before.”

Google Hummingbird Algorithm update – What’s new?


Google’s latest algorithm; Hummingbird, was pushed live around a month ago, although it was only officially announced on Friday 27th September 2013.

What is Hummingbird?

Google’s Hummingbird, named so as it will make Google “precise and fast” will affect around 90% of all searches; allowing Google to apply more context to users’ search queries. The update focuses more on Google’s Knowledge Graph– an encyclopaedia of more than 570m concepts and relationships that allows Google to anticipate information you may want to know about your search term.

Hummingbird is Google’s solution to the changing way in which people use search engines across different devices, in different locations, and at different times of the day.

With the increase in mobile searches, and capabilities such as voice search, people are interacting with search engines in very different ways; using very different keywords, and often more likely to ask questions.

Better Search Term Understanding, Context, Semantics

Hummingbird puts far more emphasis on context, than individual keywords. It brings the capability of understanding entire phrases and questions, rather than individual words within them.

It also allows Google to consider other signals in its results, such as the user’s location, time of day, previous searches, and other information previously shared with Google. This gives a far more personalised and accurate set of results to the user, making for a better overall experience.

Conversational Search

One of the most significant changes to the way Google works is ‘conversational search’. This has been live in Google Chrome for a number of months, using specific pieces of information, but has now been rolled-out to the whole Google Index.

Conversational search allows users to conduct a search or ask a question; which can then be followed-on with another search where the previous search will be considered for context!

For example: If you start by asking Google “who is in the latest Calvin Klein perfume advert?” and follow up the search with ‘where can I buy it?’, Google will take into account the context of the first search when giving you results for the second search. Historically, it would have treated them as separate search queries and would not have given you brand information in the second search.

What has the impact been so far?

It’s still early days, but even though Hummingbird was implemented a month ago, most website owners haven’t noticed significant changes. It’s safe to say the short term impact hasn’t been very dramatic.

However,  it’s likely that websites with a developed content strategy that have carried out on-site SEO over the past 12 months will benefit from the algorithm update more-so than thinner websites.

SEO will likely change and focus more on the following:

  • Creating good quality, interesting and unique content, with the aim of appearing in more places and giving sites a chance of being ranked higher.
  • Less keyword stuffing, more use of conversational tone.
  • Telling Google more about your website by using, for example, Structured Data Mark-up.
  • Optimising for mobile searches, as these, and voice searches, are undoubtedly where the market is moving.

What Do Brands Need to Do?

As SEO becomes less about keyword data and more about customer engagement, websites need to provide users with quality, engaging, shareable and linkable content.

Sites that have focused on providing genuinely helpful and relevant content and have adopted a conversational approach will reap the benefits and certainly gain more visibility. Conversely, sites that offer poor quality, thin content and have tried to “cleverly” stuff keywords in strategic places, will most likely need to re-think their strategy or face losing a significant portion of visibility.

Hummingbird will require brand owners to take a more serious approach to the use of their websites. Over the past few years, there has been more emphasis on using social platforms, which is not incorrect; but should not be done to the detriment of brand websites. It shouldn’t be one or the other, as they’re two different tactics in the inbound marketing mix.

The lesson is obvious; be the best, provide the best answers by knowing and serving your customers and Google will reward you.

In the news: fwm creates google+ marketers checklist

Recently, a GlobalWebIndex report revealed that Google+ now has 318.4m active users across 31 markets – outpacing Twitter, LinkedIn and Pinterest. It is clear that Google+ mustn’t be ignored. But how can marketers integrate google+ into their overall marketing strategy? Mike Flynn, CEO of Fast Web Media, has written an easy to apply checklist:

  • Circles: Follow people and other relevant pages and add them to targeted circles, which you can label yourself. This way, you can segment people on your follower list so you don’t have to share all of your posts with everyone;
  • Interaction: Posting messages, images, videos, links etc. Tag people or businesses and use relevant hashtags. This is where the similarities to other social media networks really start to show. Asos is a good example;
  • Communities: Join a few communities related to your sector. You will find people posting tips and advice and asking questions. It’s an invaluable way to learn, share your own expertise and connect with a wider audience. Cadbury UK has a thriving community called Cakes & Baking – The Cadbury Kitchen, where they regularly interact with users through recipes, videos and images using hashtags; and
  • Hangouts: This feature allows you to connect with people through video and works in a similar way to Skype. Hold a video conference with up to ten participants or stream a live hangout to an unlimited number of viewers.

To read the full article, visit Real Business.

Joana Ferreira discusses Google+

Fast Web Media Marketing Executive Joana Ferreira discusses the power of Google+ in a video put together for Salford Business School‘s new MOOC (Massive Open Online Course).

Designed by Master’s-level marketing students, MOOC is an online-based way of offering teaching and learning to people who need to fit around their busy work and home lives. It covers topics such as online personal branding, search engine optimisation and marketing through social media sites.

Executive Dean of Salford Business School, Professor Amanda Broderick, said: “Salford Business School is committed to meeting the needs of businesses in the Manchester city region, nationally and internationally.

“This unique open access online course, offering critical business skill development opportunities, is the first in a series demonstrating our continuing commitment to address industry skills gaps.”

Joana was asked to record a video about Google+ as part of the course’s pilot scheme, and the results can be seen below.