Digital Marketing News in October 2023

In October 2023, the digital marketing world witnessed significant transformations, shaping the strategies and tactics employed by businesses across the board. Our South Florida digital marketing agency found itself at the forefront of these developments, continuously adapting to the evolving digital ecosystem. Below, our experts delve into the recent digital marketing news that have impacted the industry and explore how Tandem Buzz is leveraging these changes to stay ahead of the curve. From emerging technologies to shifts in consumer behavior, this comprehensive overview will provide you with a precise understanding of the latest trends that are defining the digital marketing landscape in October 2023.

October 2023 Online Marketing Updates

Together, Search Engine Optimization (SEO), Pay-Per-Click (PPC) advertising, and Social Media Marketing stand as the cornerstone of any robust digital marketing strategy. These components work in unison to enhance online visibility, drive targeted traffic, and engage with a vast and diverse audience. In October 2023, there have been multiple changes in these elements of digital marketing. Below, our SEO, PPC, and Social Media experts detail the latest trends in digital marketing and how businesses, like our digital marketing agency in Florida, are adapting to these changes to remain competitive in the ever-dynamic digital landscape. 

SEO Updates in October 2023

The focus has shifted to using AI for content writing, and as such, Google has shared a few things creators should keep in mind:

• October 2023 core Algorithm update: This is the third broad core update of 2023, the first being the March 2023 core update. For websites that are hit hard by the update, Google suggests “Focusing on ensuring you’re offering the best content you can. That’s what our algorithms seek to reward.” The update simply seems to display refreshes in content, which may naturally change an outdated piece of content’s rankings in SERPs. For this reason, Google shares that while your site may not have anything wrong with it, refreshing old content is necessary to stay afloat amid the update.¹
• Google Explains How It Ranks Recipe Website Content: Google has recently disclosed its utilization of advanced artificial intelligence (AI) to assess “generally helpful” content in ranking. Through the integration of machine learning within algorithms such as BERT and MUM, Google enhances its capacity to dissect semantics, interpret context and user intent, and effectively address challenges like synonyms and sarcasm. Consequently, Google can adeptly align search queries with valuable outcomes, even in cases where the queries lack precise keyword matches.²
• How to integrate generative AI in SEO according to what Google wants: Google has shared what they want within their documentation to create helpful, reliable, people-first content. These key points may be familiar: Experience, Expertise, Authority, and Trust, also known as EEAT. Google wants writers to integrate human experience with the rapid output and breadth of knowledge provided by AI.³

PPC Updates in October 2023

In October, several noteworthy updates in the field of Pay-Per-Click (PPC) advertising emerged, signifying significant developments in the industry. These PPC digital marketing news are as follows:

• Google Retires Keyword Forecasting for Keywords & Ad Groups: The Google Keyword Planner has been a crucial resource for advertisers creating PPC Ads. Regrettably, it has been confirmed that the ability to forecast individual and ad group keywords is no longer supported. However, historical keyword data remains accessible. This change means advertisers are now missing key insights, including projected ad spend, estimated clicks and impressions, and competition levels at the individual keyword level. These metrics are still accessible at the campaign level. Google’s official position, as conveyed by their representative Ginny Marvin, is that very few businesses were utilizing this feature. Nevertheless, there is skepticism among some, who interpret this decision as part of Google’s ongoing efforts to reduce transparency and limit data availability.⁴
• Google unleashes October 2023 spam update: Google has introduced the October 2023 spam update, which is designed to enhance Google’s spam detection capabilities across various languages and spam categories. Google’s objective with this update is to address multiple forms of spam reported by users in languages like Turkish, Vietnamese, Indonesian, Hindi, Chinese, and more. Specifically, the update is intended to minimize the presence of spam in search results, particularly in cases involving cloaking, hacked websites, auto-generated content, and scraped information.⁵
• Google Ads testing new overview dashboard for advertisers: Google is presently in the process of experimenting with an enhanced overview dashboard in the Google Ads console. This updated dashboard bears a resemblance to the current version but provides users with the option to personalize the data they view in the dashboard. Additionally, it introduces a carousel format that allows for smoother navigation through a wider range of data.⁶
• Google search revenue rises 11%, solid increase in total ad revenue: Alphabet Inc., the parent company of Google, has reported increased advertising revenue in the third quarter of 2023 compared to the same period last year. Search revenue showed a notable growth of 11.3%, while revenue from YouTube ads increased by 12.5%. Although Google’s advertising network saw a decline of 2.6%, it marked an improvement from the 5% loss observed in the second quarter of 2023. Google’s advertising revenue witnessed a substantial rise of $5.17 billion compared to the previous year, while YouTube’s ad revenue reached $7.95 billion, up from $7 billion in 2022. While these results exceeded analysts’ expectations, the single-digit growth percentage in total ad revenue suggests that digital ad spending has not fully recovered to its prior levels. Industry experts predict a return to double-digit growth in the final quarter of 2023. The better-than-expected results may indicate a positive trend where trust and confidence in digital advertising are stabilizing after the economic downturn. This is promising news for digital marketers, as it suggests the potential for increased ad spending, especially as we approach the crucial holiday season in the next quarter.⁷
• 6 Microsoft Audience Ads product updates: Microsoft Audience Ads has ushered in the autumn season with a range of fresh product enhancements. The primary objective behind these updates, according to the technology company, is to empower advertisers to attain better outcomes with reduced effort. This is achieved by facilitating the creation of more captivating advertisements that are delivered to a more valuable audience. These developments include new markets, casual games expansion, Microsoft 365 expansion, predictive targeting, video and CTV ads, and new AI bid strategies.⁸

Social Media Updates in October 2023

Social media applications like Instagram and TikTok are evolving constantly to keep users engaged. Below are a few changes our social media team at Tandem has noticed in October.

• LinkedIn updates collaborative articles: LinkedIn has implemented new improvements to its Collaborative Articles feature. This feature begins with AI-generated prompts and invites specific LinkedIn users to share their expertise on the chosen topic. Launched initially in March, LinkedIn now reports that it has facilitated more than one million expert contributions through this format. This achievement cements its status as the platform’s most rapidly growing source of traffic. The growing number of professionals actively participating in sharing their insights via the application has played a significant role in this success.⁹
• Threads adds Instagram profile tags: Instagram has added a new feature aimed at boosting growth on Threads. This feature permits users to tag Instagram accounts that still need to establish a Threads profile. By tagging such users, you can set yourself up to follow them once they create a Threads profile. Notably, when tagging an Instagram user without an active Threads profile, their tag will showcase an Instagram icon instead of the usual “@” symbol. This enables other users to take the initiative and follow these individuals in anticipation of their eventual Threads profile activation. This ensures that you remain connected with engaging users and receive their updates when they become part of the platform.¹⁰
• TikTok announces new partnership with Disney: TikTok has introduced a new partnership with Disney to celebrate the iconic entertainment brand’s 100th anniversary. This collaboration brings a range of fresh experiences for Disney fans on the platform. As part of this limited-time offering that started on October 16th, Disney enthusiasts can engage in various activities, such as watching video clips from different Disney brands, creating their videos using Disney’s music and effects, participating in daily Disney-themed quizzes, collecting and trading digital character cards in the app, and enjoying additional interactive features.¹¹
• Google expands access to social media links in business listings: Google extended the option for more businesses to include links to their social media profiles in their Google Business profile. This ensures that your official brand listing, when appearing in both Google Search and Maps, will now include links to your social media accounts. Initially, this feature was introduced in August, but it was limited to a select few brands. However, Google has now broadened access, making it available to the majority of organizations in most regions. From a technical standpoint, businesses can add one link to each of their social media platforms. This expansion offers businesses an additional means to drive traffic to their relevant pages through Google’s tools.¹²
• Instagram experiments with new stickers to facilitate holiday season engagement: While Instagram continues to introduce fresh features to Threads, the Instagram development team is also incorporating additional engagement components into its primary app. These elements, including a series of new stickers, are set to be available for the upcoming holiday season. First in line is the “App” sticker, which Instagram is currently in the process of developing. This sticker is expected to provide a simple way for viewers to navigate to another app, making it a valuable tool for promoting special offers, products, useful creative agencies, and more. Instagram is also experimenting with a “Secret” sticker, which would be visible only to those who respond to the Story with a message. This would allow the creator to decide whether each user gains access to the secret content, potentially enhancing direct responses and engagement. Additionally, Instagram is exploring a “Music Pick” sticker, enabling respondents to share their current favorite tracks, akin to creating a group mixtape among friends.¹³
• Meta publishes a new guide to its AI-driven advantage+ ad campaigns: Meta has recently released a comprehensive resource titled the “Meta Advantage Best Practices Guide.” This guide offers a detailed exploration of the essential aspects of the process, encompassing both the “how” and “why” elements. It delivers an overview of Meta’s diverse Advantage+ options while elucidating the primary advantages associated with each. Additionally, it spotlights recently incorporated features to ensure you remain well-informed about your choices. The guide further includes actionable suggestions for optimizing the performance of Advantage+ campaigns, along with illustrative case studies aimed at stimulating your strategic thinking.¹⁴

Do you want to get involved in the ever-evolving world of digital marketing? Our specialists stay up-to-date with the latest trends in digital marketing to ensure our clients receive high-level services. Whether it’s SEO, Social Media, or PPC services you seek, Tandem Buzz is your trusted partner in navigating the digital landscape. 

Contact Tandem today to learn more about our PCC or SEO services, and or visit our digital marketing blog for more insights and updates.

Sources: 

1. Search Engine Journal – Google advice on improving your site’s ranking for future core ranking update
2. Search Engine Journal – Google Explains How It Ranks Recipe Website Content
3. Search Engine Journal – How to integrate generative AI in your SEO
4. PPC Geeks – Google Retires Keyword Forecasting for Keywords & Ad Groups
5. Search Engine Land – Google unleashes October 2023 spam update
6. Search Engine Land – Google Ads testing new overview dashboard for advertisers
7. Search Engine Land – Google search revenue rises 11%, solid increase in total ad revenue
8. Search Engine Land – 6 Microsoft Audience Ads product updates
9. Social Media Today – LinkedIn Updates Collaborative Articles, a Key Traffic Driver for the App
10. Social Media Today – Threads Adds Instagram Profile Tags, Providing More Interconnection Between Apps
11. Social Media Today – TikTok Announces New Partnership With Disney
12. Social Media Today – Google Expands Access to Social Media Links in Business Listings
13. Social Media Today – Instagram Experiments With New Stickers To Facilitate Holiday Season Engagement
14. Social Media Today – Meta Publishes New Guide to Its AI-Driven Advantage+ Ad Campaigns