What Boom Have Been Reading January 2018 Edition

  • Amy Hunt 
A ginger cat reading

January is done and Christmas is a distant memory, it’s time to get the 2018 ball rocking and rolling! We’ve had a busy month and there’s lots of exciting projects on the horizon for us.

As is customary for us Boomian’s, we want to share all the fun and funky digital marketing articles we’ve been reading over the last month. From PPC updates, to Skeleton Screens and two Neurons riding a bicycle… It’s nothing if not varied!

Ian Lockwood

Ian Lockwood


Why has Google suddenly pulled reviews from Adwords extensions with so little warning?

by Owen Powis (@wordtracker) Brief one this really, but worth noting – as of February, the Review Extension disappears from AdWords (not to be confused with the Rating Extension that is automatic and taken from approved ratings providers).

It was always a bit of an odd one – you could enter reviews from “trusted” sites or media to appear as part of your search ads on Google, although there wasn’t a definitive list of which sites are “trusted”. Random customer reviews or unknown bloggers wouldn’t be accepted for sure, but you didn’t even need to link to the source, so it was open to interpretation to say the least.

Not a widely-used extension in my experience, but potentially useful for some advertisers and now gone.

Wayne Barker

Wayne Barker

Director of Online Marketing

How Site Pagination and Click Depth Affect SEO – An Experiment

by Matthew Henry So the guys at Portent have long been a fan of force directed diagrams  – this post goes back to 2014 and the way they visualise their crawls (using their crawler) is pretty nifty. This post looks at some interesting ideas for how to create pagination that satisfies the engines and also retains solid link equity. Read it. It’s good.  

Why Re-pointing High Value Links Still Matters In 2018

by Luke Berry (@lukeberryhk) Right let’s set this straight. I’m not saying this is the best article in the world – I mean it’s good but I picked it because it’s more indicative of old school stuff that you really shouldn’t forget. Richard Baxter of aforementioned Builtvisible, talked about the old school basics here and here. Don’t be sleeping people – the old stuff still works – don’t get distracted by the shiny stuff.

Thoughts As Nest Eggs

by Austin Kleon (@austinkleon) I steal everything from Austin. Just like he told me to. This is good. It makes a very succinct argument for collecting all your ideas, just collect ’em. You never know where they may lead.

The Anatomy of a Lie

by Robin Weis (@personifiedself) So there is a sad story attached this. Robin dated an idiot. For a year. He was a proper douchebag. But…they collected data about the relationship and Robin has bravely gathered it and analysed it and presented it.

Story with emotion + data + visuals = win.

It Takes Two Neurons To Ride a Bicycle

by Matthew Cook So I have to admit this. I haven’t read this yet. I probably won’t. I was more interesting to see that a lot of other people that probably hadn’t read it, shared it because of one image.

Look! When you track the instability of an unmanned bicycle lots of times it makes a pretty pattern.

James Walsh

James Walsh

Head of Production

The Best and Worst Identities of 2017, Part 1: The Most Notable Reviewed & Noted

by Brand New/Under Consideration (@ucllc) Brand New round up some of the best and worst brand refreshes and re-designs of 2017. There is some genuine greatness here… and some real howlers too. Good for inspiration and for seeing how a lack of vision and detail can really derail a good plan.

A Bone to Pick With Skeleton Screens

by Kathryn Faulkner & Katherine Olvera for Viget “What’s a Skeleton Screen?” I hear you ask, well if you’ve got a Smartphone you most likely see them every day. They’re the sort of empty UI that you see before everything actually loads into the app – think the blue bar on Facebook with the blank user icon and the grey strips instead of the actual posts.

Their purpose is to lower the perception of load times for end users by indicating that something is happening.  This isolated test looks to see if it can beat the standard spinning preloader or even the blank page for a specific example. Interesting read but by no means a solid statement of usability. Your mileage may vary!

Peter Bingham

Digital Designer

4 Design Principles My Landlord Doesn’t Understand, Apparently

by Nick Rosener (@nickrosener) January is a great month to have a cognitive de-clutter and get back to basics. This cheeky little article is a great way to get your head around some design basics and have a giggle at the same time.

Chris Dennis

PPC Account Manager

The AdWords 2x budget change: How’s it going?

by Ginny Martin (@GinnyMarvin) When Google announced they would start taking up to double the daily budget from clients without asking first, we expected a roller-coaster ride over the Black Friday/Christmas period. Which largely failed to eventuate. This article collects a variety of experiences of the new regime, with a few useful warnings…

Amy Hunt

Digital Marketing Executive

The Facebook Feed-pocalypse is a HUGE Opportunity for a Story-driven Content Strategy

by Alaura Weaver (@WordWeaverFree) With the recent announcement from Facebook that they’re going to change how people view their newsfeed, there’s no surprise it’s caused a bit of a frenzy with those that rely on it for business. This article from Alaura offers a solution to the problem and gives you a valid direction in which to take your social media marketing.

How to Use Brand Mentions For SEO

by Awario (@AwarioApp) In much the same vein as the previous article, brand mentions are becoming an increasingly effective way to boost SEO efforts when it comes to social media. Awario offers a plausible method of tracking those mentions and how to get the best from them.

Chelsea Potter

Digital Marketing Client Manager

7 Types of Content That Dominate Position Zero

by Aleh Barysevich (@ab80) Last month I shared a large study on featured snippets by SEMrush. This is a good (and much shorter) article which summerises the type of content that wins you a snippet. SERP features are going to be an important part of SEO in 2018 so they’re definitely worth reading up on.

How Is Google’s New “Questions and Answers” Feature Being Used? [Case Study]

by Miriam Ellis (@Miriam_Ellis) Google’s question and answers feature is still relatively unknown and unused. This article by Miriam looks at who is currently adopting it, how it’s being used and discusses what the future potentially holds for the feature. While this isn’t much of a case study in itself (there is little data), it does have some interesting considerations and is worth a read.

David Allsop

Web Developer

How To Internationalize Your WordPress Website

by Lizzie Kardon (@lizziekardon) Did you know that non-English speaking WordPress users surpassed English speaking users in 2014? This article is a useful guide on internationalizing your WordPress plugins and themes. Covering translation in detail from text-domains to translation functions, it also has some interesting locale stats.

Cara May Cole

Digital PR Specialist

What Editors and Writers Want From PR Pitches in 2018

by Shane Schick (@shaneschick) This article offers a refreshing reminder about what it is top editors and journalists are looking for from PR professionals when pitching. It provides several examples of the typical pitches that get sent through to their inboxes, as well as what they would like to see more of in emails to really grab their attention.

Helen Halfpenny

Helen Halfpenny

Digital Marketing Client Manager

Do Nofollow Links Impact SEO? Are They Still Worth Having?

by Adrian Cojocariu (@coadr93) Comprehensive article about the benefits and disadvantages of nofollow links. It looks at things from both sides of the coin and speculates on the future of links as more and more major publications start to add the rel=“nofollow” attributes.

Martin Baxter

Martin Baxter

PPC Account Manager

Is Google tricking us with fake results to boost profits?

by Ollie McAninch More than half of users don’t realise they are clicking on ads, does it matter? In my opinion, no. Not when the ads are highly targeted and get users to the products and services from top quality providers. In many (most) cases, Boom’s PPC ads are better quality than the organic results provided by Google.

It’s Time for Marketers to Start Caring About Website Security

by Edward Roberts Ways that bots could be impacting your website and affecting your marketing. Bad bots.

5 Advantages of Using an Agency to Manage Google AdWords Campaigns

by Susan Wenograd (@SusanEDub) You could get all these and more when you use Boom for PPC, we have exclusive AdWords discount vouchers too.

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