Backslash Week #06 – News of the Week
Week 06 has ended and a lot of interesting things happened. YouTube introduces the power of the hashtag to search optimization. Instagram and Facebook are the first platforms to embed Shop Pay outside of Shopify. Google makes a claim about its infamous Pixel phones that may affect business owners.
Be sure to read on.
1. YouTube Introduces Hashtag-based Search Optimization
Some may believe that search optimization is limited to a webpage, however, the truth is that the improvements can be present on any platform that augments SEO strategy. YouTube introduced a simple feature, a hashtag search results page, to improve the relevancy of results for viewers. Previously the results were algorithmically-determined, now the result is limited to searches that contain the hashtag.
Search algorithm in YouTube versus Google.
YouTube has different inputs than Google for obvious reasons. Google analyses the terms and decides how relevant the elements are to the query terms. On the other hand, YouTube prioritizes viewer comments on videos in the query. The more comments are made, the more relevant the video is for the query result. Now we also know why YouTubers like to request viewers comments.
YouTube is a giant platform with a strong online presence. It is considered the second largest search engine behind Google. So marketers, who are planning an optimization strategy on YouTube must adapt their keywords and content deployment to take advantage of the different input and a coordinated hashtag strategy.
YouTube hashtag search.
YouTube video optimization strategy typically focuses on the title and description of the video. The keywords should be included in the title, which can go up to 100 characters. The title has a pivotal role when it comes to viewers’ decision of choosing the most relevant video. The optimization is also focused on the description, which can include up to 300 characters and a link to a website. These two elements are crucial for any YouTuber because Youtube optimization takes these elements into account and viewers’ traffic will also be influenced by them.
Hashtags are added in the video description to further highlight content. Hashtags in the title and descriptions can become hyperlinked. So that users can click on the hashtag to create a search page result for the hashtag, connecting a video to an existing topic.
Viewers can reach a search results page in two ways. Users can either type the hashtag directly in the search text box or they can click on the hyperlinked tag in a video. The URL for the page will be www.youtube.com/hashtag with your search hashtag attached. So for example, the hashtag #tulips yield a URL www.youtube.com/hashtag/tulips.
Hashtag search for Ecommerce.
The hashtag search page is being rolled out to YouTube users as a new feature, in-video shopping, to appeal to evolving customer behaviour. In-video shopping allows the user to select a link to buy right after seeing a video. This feature is similar to shopping in an Instagram post and it further helps the marketer to prepare a strategy for the detection and purchasing of goods by consumers.
Since customers use more portals than the traditional search engine, marketers need to customize hashtags across channels, either as a supplement or even in some cases as a starting point. In ads, several hashtags are used, so clients have learned to look for them as a starting point for investigating goods and services. YouTube’s search feature builds on that behaviour, particularly as people continue to shop from home due to the pandemic.
This can eventually be seen as a purpose for updating older videos. The more detailed user experience your brand can have, the more you can coordinate hashtag and keyword use.
#youtube #keyword #search #optimization #google
2. Shop Pay Available On Facebook & Instagram
Facebook & Instagram welcoming Shopify.
Shop Pay can now be provided by all Shopify merchants selling on Facebook and Instagram as a checkout option for customers. Checking out with Shop Pay is claimed to be 70% quicker than a traditional checkout, which is mainly due to how customer details such as billing and shipping information are pre-populated. When a customer first uses Shop Pay, their details are saved for potential transactions for the future.
It is the first time that Shop Pay has been available outside of Shopify. For companies, Shop Pay’s expansion means more sales and less discarded carts. It was found that checkouts going through Shop Pay have an average checkout- to order rate of 1.72x greater than those going through normal checkouts in a study of 10,000 of the largest Shopify merchants with Shop Pay allowed.
Shop Pay will first be available on Instagram in the US for all Shopify merchants using checkout, and will be rolled out on Facebook in the coming weeks. Users will be able to find tagged items in the app when Shop Pay is available on Instagram and Facebook and add them to their cart. They will have the choice to choose Shop Pay as their preferred payment provider at checkout, including other options such as credit card, debit card, and PayPal. Using Shopify’s Shop app, customers can easily track progress when the order is completed.
Using tools that were launched last year, Shopify merchants in the US can sell items directly via Facebook and Instagram. In Facebook and Instagram Shops, Shop Pay would automatically be activated if it is enabled in the main Shopify store of the retailer.
#shopify #shop #pay #facebook #instagram
3. Pixel Is Business Ready According to Google
Built for business.
Over the past few years, Google has engaged with Android Enterprise to bring smartphones running its operating system into more corporate environments. Pixel phones are now being marketed as “Built for Business” by Google.
“Safe and secure, all by design” highlights the custom-built Titan M chip from Google, first launched with the Pixel 3 in 2018, as the bootloader is locked, OS rollbacks to previous versions are prevented, and on-device data is covered. Next is biometric protection, 3 years of OS and security upgrades, Google Play Protect for scanning apps, and government and enterprise security certifications (Common Criteria/NIAP, FIPS 140 2, STIG). Next is biometric security (face unlock on the Pixel 4 and the Pixel Imprint fingerprint sensor).
“Manage devices simple and seamlessly” focuses on the efficiency of enterprise deployment with zero-touch activation that does not require manual configuration, the set up goes through management APIs and recommended status for Android Enterprise. The Job profile analyses personal information from business details for end-users and handles Google Play, which helps IT to decide what applications should be installed.
What is in it exactly?
It is also more consumer-focused now by highlighting the Google Assistant and getting the new version of Android, while Gmail, Docs, Duo, and Meet are touted as being “integrated right in.” In reality, 5G is marketed as making possible Duo HD screen sharing. To avoid unknown callers or robocalls, this is followed by the Pixel’s Adaptive Battery feature and Call Screen. Although it makes sense why the camera is not illuminated, it is rather unusual to leave the main function out beyond the use of video calling.
The closing pitch response from Google to why companies should purchase Pixel is as follows:
“Pixel is designed with all the tools and technology to support your business needs across hardware, software, and built-in AI. It offers advanced security features, along with security and OS updates for at least three years. It also comes with software to help you and your employees to perform more efficiently. And, it can easily be integrated and managed by you to ensure workflow is up to your standards at all times. Additionally, Pixel is part of the Android Enterprise Recommended program, meaning it has been verified by Google to meet enterprise-grade requirements for performance, consistency, and security updates.“
#google #launches #pixel #for #business
4. Final Words
Last week’s news reached out to Youtube that introduced a new way of search optimization. With the help of hashtags, the search queries can work in a more customer oriented-way. Instagram and Facebook became the first platforms outside Shopify to embed Shop Pay, making customers life way easier. Google claims Pixel phones are “Built for Business” and they are ready to prove it.
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