News

In an age when technology is constantly shaking things up, keeping up with new ways to market products and services is essential for any industry – and the car-hire sector is no different. The advent of online travel agencies (OTAs) and aggregation sites has changed the game dramatically, and not always positively, while global financial and environmental pressures present a number of issues that stand in the way of progress.   So, while the global car rental industry is predicted to grow to $74.7 billion by 2020, the huge opportunities for companies to get in front of millions of potential car-hire customers have also created a number of other challenges that must be overcome for firms to succeed. The pros and cons of taking the aggregation route Sites like Opodo and Kayak are popular with customers because they allow them to see all the options quickly from a number of OTAs and direct car-hire firms,...

The beginning of spring has echoed themes of change and progress throughout the digital sphere. From search engine updates to GDPR preparations, here are some of April’s biggest headlines from SEO, content marketing and digital PR. Google rolls out updated search algorithm Mutters of a Google algorithm update have been heard throughout the search and marketing industry this month, and on April 16th we finally got the news we’d been waiting for. Announcing the news via Twitter, Google identified the change as a ‘broad core algorithm update’, the likes of which systematically take place at several points throughout the year. Even so, businesses across the globe have been eager to discover exactly what the update means for them. The general consensus from Google is that these updates are an integral part of their work. While some users are expected to experience slight drops or gains in visibility during this time, the search engine...

We’re already a quarter of the way through 2018, and search engine and social media giants are pushing boundaries in the name of improving user experience. From shoppable social media posts to drastically condensed search results, here’s the biggest marketing news from digital and SEO in March. Facebook’s Mark Zuckerberg announces security changes in light of Cambridge Analytica scandal Facebook’s association with data mining company Cambridge Analytica has made global headlines this month, as it’s been suggested that data gathered through the platform may have been used to influence elections. The news has once again thrown into question just how secure our online data really is. In light of the scandal, Facebook founder Mark Zuckerberg this month announced plans to strengthen security and reduce the likelihood of third-party apps being able to access personal data. Key changes include a thorough investigation of both new and existing apps that use the platform, as well...

Thanks to its association with all things romance, brands and businesses have been competing to encourage feelings of love from their users in February – often with mixed results. With some Google updates thrown in for good measure, here’s a run down of February’s biggest headlines in marketing, content and SEO. Google launches Mobile Scorecard and Impact Calculator Back in January Google announced plans to make mobile page speed a key ranking factor from July, preparation for which stepped up a gear this month. The search engine recently unveiled two new tools that promise to give brands a better view of their mobile performance. The first is aptly named the Mobile Scorecard. Here, users are able to gain an insight into their site’s mobile speed, as well as that of their competitors. According to Google, the tool extracts data from the Chrome User Experience Report to provide information on mobile speed for thousands...

The beginning of a new year brings with it a sense of change – and the marketing industry is no exception. From mobile ranking updates to voice search trends, here's a selection of the biggest headlines from January. Google to make mobile page speed a ranking factor Google have announced plans to update their ranking algorithm on mobile, with mobile page speed set to become a key factor from July 2018. For many marketers the decision feels long overdue – page speed has been a ranking factor for desktop searches since 2010. Google have been quick to clarify that search intent will still be a key factor moving forward, and just because a site is slightly slower, doesn’t necessarily mean it will be penalised so long as the content is valuable to its audience. “The intent of the search query is still a very strong signal, so a slow page may still rank highly...

As we close the door on yet another year, we've been keeping an eye on the digital marketing news that has been making industry waves in December. From new Google Analytics features to a crack-down on so-called 'engagement bait', here are just a few of the month's biggest headlines. Facebook to penalise publishers found to be using 'engagement-bait' tactics We're all aware of the controversy surrounding so-called 'clickbait' posts and videos. This month however, Facebook have gone a step further in announcing a stronger crack-down on brands and businesses that use 'engagement-bait' tactics on the platform. Over the coming weeks and months, individual posts that encourage users to comment, share, vote, tag or react will be demoted under the new system. Here are just a few of the post styles that have come under threat, as Facebook bids to increase authentic engagement and improve the user experience: "People have told us that they...

The start of the festive season is an inherently busy time for the digital marketing industry. From Snapchat updates to controversial Christmas ads, here’s a look at the biggest news in SEO, content marketing and digital PR this November. Google hones in on mobile shopping results this festive season Google have this month announced new mobile features in a bid to help users nail their Christmas shopping. The aim is to enhance the overall shopping experience for mobile users – bringing the most essential product information to the forefront of SERPs. "We recently redesigned mobile shopping on Google" writes Jenneifer Liu, Product Management Director of Google Shopping. "Click the "Quick View" button in the Google Shopping ad to preview details like a bigger image, product description, reviews and seller rating". Detailed buying guides and improved related search results are just some of the other ways the search engine is helping mobile users to...

As Halloween season ends and the chaos of Christmas marketing begins, it’s time for the next in our digital marketing round-up series. Here, we take a look at some of the biggest news October brought in SEO, content marketing and digital PR. Google have announced online-to-offline shopping features Just in time for the festive season, Google have lined up new reporting capabilities and valuable new shopping features for local stores. In AdWords, three new reports have been introduced for physical store visits: The demographic report - allowing users to add store visits as a column in their existing demographic reports New vs Returning customer report - showing how many in-store visits come from repeat customers Time lag report - showing the time between a user clicking on an advert and visiting a physical store Google is now adding reporting for impression-based store visits too, meaning they can be measured without the need for an...

With September nearly over and October ready to spring into action, it's time for the next in our digital marketing round-up series. Here, we take a look at the latest news from the worlds of SEO, content marketing and digital PR. Google are ditching the 'first click free' policy Up until now, news providers have been forced to offer three free articles a day before serving users a pay wall if they want to appear in Google results. To support the growth of digital subscriptions, this controversial policy has now been scrapped. Publishers including Axel Springer and News Corp described the 'first click free' model as 'toxic', causing anyone who didn't sign up to vanish from online search. The purpose of this feature was to make sure that internet users could connect with important information and breaking news without the need to pay for it or sign up for a subscription, but some...

As we wave goodbye to August, we take a look at what happened over the last month in the world of SEO, content marketing and digital PR.     57% of traffic now from smartphones and tablets It's been nearly two years since Google first announced that more websites are loaded on smartphones and websites than on desktop computers. However, despite the number continuing to grow, Google has not provided an official update for some time. In the absence of these updates, third party websites have been offering insights into traffic volumes. A recent report by BrightEdge confirmed the powerful and continuing trend towards mobile, with their findings concluding that mobile and tablet searches represent 57% of all search traffic. The shift towards mobile has highlighted new opportunities for businesses to answer questions faster and allow users to buy more easily.   BrightEdge also reported that mobile vs desktop search queries produce different rankings almost 80...