At times this year, it’s been hard to keep up with the avalanche of developments emerging in search. From the emergence of new ad types to help retailers make the most of the holiday season to bumper e-commerce stats, the months have been filled to bursting with momentous updates and numerous opportunities. The last few weeks have been no different; if you’ve been busy prepping for the holiday season, our round-up of the biggest stories from the last month will have you up to date in no time.
UK Black Friday Sales Could Leap 45%
The latest data from IMRG suggests that Black Friday could be one of the biggest online shopping days ever experienced by UK retailers. The research indicates a 35-45% year-on-year growth in the week to 30 November. These expectations tally with Google’s own predictions, with the search engine saying it should see ‘peak on top of peak’ over the Black Friday weekend.
We have a wealth of resources to help you maximise this sales potential:
- Two-steps to begin selling your products on Facebook
- 3 Ways to improve your e-commerce performance
- 3 New content marketing trends to embrace right now
- Google’s 4 trends to make your Christmas a cracker
Google Confirms Major Update for Next Year
Google’s all new Page Experience update has been confirmed for May 2021. The change means that the user experience will become a ranking factor for search, with results that offer a superior experienced highlighted in SERPs.
The signals coming into play will include factors such as page load time, how mobile friendly a site is, whether it uses intrusive pop ups along with other usability metrics. When the update launches, Google says it will roll out testing of a ‘visual indicator’ to help search users easily identify results which offer a top-tier experience.
In its official post, Google said, “We believe that providing information about the quality of a web page’s experience can be helpful to users in choosing the search result that they want to visit. On results, the snippet or image preview helps provide topical context for users to know what information a page can provide. Visual indicators on the results are another way to do the same, and we are working on one that identifies pages that have met all of the page experience criteria.”
We’ll be sharing more about how you can prep your site for this change in the coming months.
Microsoft Advertising Launches Promotion Extensions
If you’re a Microsoft Advertiser in the US, you’re now able to use promotion extensions on your ads. Launched earlier this month, the extensions work in a similar manner to those on Google Ads, giving you the option of showcasing specific deals for specific events (such as Black Friday or Christmas) along with dates available at the footer of text ads.
TikTok Partners with Shopify
Viral video network TikTok has inked a deal with Shopify for global integration. The agreement between the two means that Shopify merchants can create TikTok ad campaigns. This is the first such integration for TikTok and is widely seen as a sign that the video platform wants a slice of the lucrative social media ads business.