Welcome to Part II of Edition No. 35 of my weekly newsletter, providing practical analysis in the world of digital content strategy.
ICYMI Tuesday Thursday:
Does Your Site Need a Makeover?
The Easy Way To Understand GA4 Definitions
Contents
I. Image Structured Data Updates from Google
II. TikTok is Coming for Your Wallet
III. A New Look for Some Twitter Bio Links
IV. Google Data Studio is Now ‘Looker Studio’
V. Goodbye Webmaster Guidelines, Hello, Search Essentials
VI. Reels Badges as Incentives
VII. How’s Your TikTok Live Game?
VIII. YouTube Launches @handles
I. Image Structured Data Updates from Google
Structured data is a way to make it easier for Google to “read” your content, whether that be a news article, a recipe, a movie, a logo or an image.
“You can help us by providing explicit clues about the meaning of a page to Google by including structured data on the page.”
This week, the image metadata guide was updated. You can now include information on the following:
creditText: “The name of person and/or organization that is credited for the image when it's published.”
creator: “The creator of the image. This is usually the photographer, but it may be a company or organization (if appropriate).”
copyrightNotice: “The copyright notice for claiming the intellectual property for this photograph. This identifies the current owner of the copyright for the photograph.”
license: “A URL to a page that describes the license governing an image's use. For example, it could be the terms and conditions that you have on your website. Where applicable, it could also be a Creative Commons License (for example, BY-NC 4.0).”
🛠 Why does this matter? Most sites don’t get a large amount of traffic from the Images section of Google search. Even so, this is a good way to max out your SEO potential, and the likelihood that your image is featured on SERPs.
Additionally, it gives photographers more credit and promotion for their work.
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II. TikTok is Coming for Your Wallet
Announced Thursday at TikTok World, advertisers have been given various new solutions to target users of the world’s most popular social network for young people.
Profile Kit: OK, this one isn’t for advertisers, but it “allows users to integrate their TikTok accounts to display their content on third-party apps.” Linktree will be the first partner on this front, allowing you to show off TikTok content directly on your Linktree profile.
Focused View: An ad offering that only charges buyers when the users watches for at least 6 seconds, or interacts with a video within the first 6 seconds. (So you know your ad dollars are well spent.)
Shopping Ads: There are three formats: Video Shopping Ads, Catalog Listing Ads and LIVE Shopping Ads.
Showtimes: Select movie studios will be able to “promote their latest film by showcasing a full trailer to generate interest, and then seamlessly provides showtimes and theater information based on the users' location.”
🛠 Why does this matter? What better time to sell to someone than right after you captivated them with a related TikTok video?
Remember the days when you would see a cool movie trailer on TV, then you would have to call the theater or find a newspaper to look up showtimes? Even then, you had to show up before the movie sold out.
Now you can buy tickets the same minute you see a trailer on your phone.
And I don’t have to tell you how convenient it will be to snatch up that pair of shoes or latest gadget that comes across your feed without leaving TikTok.
Overall, this sounds like an upgrade to Instagram Shopping, which Meta may even be pulling back on.
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III. A New Look for Some Twitter Bio Links
U.S. based “professionals” can now include calls to action with the links in their Twitter bios.
The options are:
Listen now
See live
Watch now
Stream live
Read now
View Menu
Book an appointment
Make a reservation
In order for your link to be eligible, it must be on the pre-approved allow list, which only contains 34 domains. (Some include Spotify, and Substack, YouTube, OpenTable, Calendly and Substack, which powers this very newsletter.)
🛠 Why does this matter? While the domain list is limited, this could be a nice boost for businesses that want to drive traffic to one particular page.
I certainly wouldn’t call this a game-changer, but it’s worth implementing for any “professional” Twitter account.
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