Good morning,
It’s been a crazy week for SEOs.
After thousands of documents leaked and revealed Google’s algorithm secrets, there has been A LOT to unpack.
If your head is still spinning with all this newfound information let’s dive a little deeper today and break it down so you are all caught up. 👇
Here’s what you’ll find in today’s DTC:
🤯 Here are some shocking findings the leaked Google doc reveals when it comes to ranking factors.
💰Learn how running micro-holiday sales can help you create a stronger BFCM campaign.
💗 How Pinterest and Shopify are coming together to support SMBS from marginalized communities.
You’re reading this newsletter along with new subscribers from: Blisstopia Retreats, Amble Outdoors, and Fruitezy. 👋
🤯 Breaking Down Google’s Data Leak Insights
Last week SEO expert Erfan Azimi leaked thousands of Google search documents revealing how the Google algorithm works.
Why this is a big deal: Google's search algorithm has always been a mystery for SEOs, and the document details over 14,000 ranking factors, including a few that Google has said 'aren't important' in past interviews.
So, Google has been gaslighting us? 😅
Exactly. In a video, Erfan Azimi states that businesses have been 'lied to for over a decade' about how the algorithm works and released this information to promote transparency about Google's ranking factors.
Here are a few things Google has lied about in the past when asked about their search algorithm:
The takeaways?
These leaks show the importance of building brand authority in your industry.
Increasing brand awareness has never been more important.
Businesses should also build websites with helpful content to attract engagement and clicks.
Remember that while this leak is a treasure trove of information, it doesn't indicate which ranking factors are most important or how they are weighted within their system, so use this information to continue testing and learning.
📦 You’re Busy Enough, Stop Spending Time Worrying About Logistics…
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The question is, why are you going at it alone?
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✍️ What To Test in Micro-Holiday Campaigns
It might seem silly to have a sale on every small holiday throughout the year, however, leveraging micro-holidays that fit well with your niche is a great way to improve your BFCM sales.
How?
Because every micro-holiday sale is an opportunity to gather data for how to build stronger BFCM campaigns.
Even if the micro-holiday sale provides small lifts to performance, the results you gather and apply to Q4 sales can be the difference between a 2x ROAS and a 4x ROAS.
The greatest Q4 YOY growth happens from years' worth of data building up to that point. Don't miss out on a data-gathering opportunity.
Here are some things to test during micro-holidays:
This allows them to build momentum throughout the year, therefore creating a warmed-up ad that can quickly scale and you can trust with higher budgets during Q4.
💡 Here’s a Pilothouse tip: Don't try to test these all at once!
Depending on your ad spend threshold, One micro-holiday should focus on a single split test and its findings.
Build your learnings over multiple holidays and combine them for the ultimate BFCM offer with great conversion rates.
Every micro-holiday is an opportunity for greater growth in Q4 so make it count! Stay tuned for Wednesday’s issue as we’ll share some micro-holidays you can leverage for the upcoming week 😉
🌐 IN THE SOCIAL SPHERE
Pinterest partnered with the ecommerce platform Shopify this year to promote its Inclusion Fund.
The program will help SMBs owned and operated by people from historically marginalized communities and connect them with resources to grow and run successful businesses.
So far the program has launched in the U.S. and Canada and will enter new markets later this year.
Scroll down to our News section for details on how to apply!
💸 MERGERS & ACQUISITIONS
📥 Got a B2B Biz?
Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. Talk to our team to learn more.
Have you heard our latest podcasts?
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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