Microsoft Advertising details several important updates and expansions in its June product roundup.

The new tools and features aim to enhance website performance analytics, improve cross-device conversion tracking, expand into new global markets, and integrate more seamlessly with other platforms.

Introducing Universal Event Tracking Insights

This month’s standout news is the introduction of Universal Event Tracking (UET) insights, a feature that gives advertisers a deeper understanding of their website’s performance.

The new feature requires no additional coding and will enhance the capabilities of existing UET tags.

“We’re introducing UET insights, a valuable new feature that we’ll add to your existing UET tags with no additional coding required from you. You’ll get a deeper understanding of your website’s performance and also enable Microsoft Advertising to optimize your ad performance more effectively via improved targeting, fraud detection, and reduced conversion loss.”

The new insights tool will roll out automatically starting July 3.

Cross-Device Conversion Attribution Update

Microsoft Advertising is introducing a cross-device attribution model later this month.

This update will enable advertisers to track and connect customers’ conversion journeys across multiple devices and sessions.

Microsoft explains the new feature in a blog article: “For example, if a user clicks on an ad using their laptop but converts on their phone, we’ll now credit that conversion to the initial ad click on the laptop.”

While the update doesn’t introduce new features or settings, advertisers may notice a slight increase in the number of conversions due to improved accuracy.

Expanding to New Markets

In line with its expansion push throughout 2022, Microsoft Advertising announces it’s expanding its advertising reach to 23 new markets.

The new additions include diverse locations ranging from Antigua and Barbuda to Wallis and Futuna.

This expansion allows advertisers to reach their audiences in more parts of the world.

Seamless Integration With Pinterest & Dynamic Remarketing

Microsoft Advertising is releasing Pinterest Import in all markets via the Microsoft Audience Network (MSAN), allowing advertisers to import campaigns from Pinterest Ads.

Further, Dynamic remarketing on MSAN for Autos, Events & Travel is now available in the US, Canada, and the UK.

The remarketing tool enables advertisers to use their feeds to create rich ad experiences on the Microsoft Audience Network and match their target audience with items in their feed where they’ve shown interest.

In Summary

Key takeaways from the June product roundup include the automatic rollout of UET Insights starting July 3, introducing a new cross-device attribution model, expanding into 23 new global markets, and enhanced integration with Pinterest via the Microsoft Audience Network.

These developments collectively offer advertisers increased insight into campaign performance, improved accuracy in conversion tracking, and more opportunities to reach audiences worldwide.

Source: Microsoft
Featured Image: PixieMe/Shutterstock

Apple’s recently announced Safari 17 brings several key updates that promise to enhance user experience and web page loading times.

Unveiled at the annual Worldwide Developers Conference (WWDC23), two new features of Safari 17 worth paying attention to are JPEG XL support and expanded capabilities of font-size-adjust.

As Safari continues to evolve, these updates highlight the ever-changing landscape of web development and the importance of adaptability.

JPEG XL: A Game Changer For Page Speed Optimization

One of the most noteworthy features of Safari 17 is its support for JPEG XL, a new image format that balances image quality and file size.

JPEG XL allows for the recompression of existing JPEG files without any data loss while significantly reducing their size—by up to 60%.

Page loading speed is a crucial factor that search engines consider when ranking websites. With JPEG XL, publishers can drastically reduce the file size of images on their sites, potentially leading to faster page loads.

Additionally, the support for progressive loading in JPEG XL means users can start viewing images before the entire file is downloaded, improving the user experience on slower connections.

This benefits websites targeting regions with slower internet speeds, enhancing user experience and potentially reducing bounce rates.

Font Size Adjust: Improving User Experience & Consistency

Safari 17 expands the capabilities of font-size-adjust, a CSS property that ensures the visual size of different fonts remains consistent across all possible combinations of fallback fonts.

By allowing developers to pull the sizing metric from the main font and apply it to all fonts, the from-font value can help websites maintain a consistent visual aesthetic, which is critical for user experience.

Conversely, the two-value syntax provides more flexibility in adjusting different font metrics, supporting a broader range of languages and design choices.

Websites with consistent and clear text display, irrespective of the font in use, will likely provide a better user experience. A better experience could lead to longer visits and higher engagement.

Reimagining SEO Strategies With Safari 17

Given these developments, SEO professionals may need to adjust their strategies to leverage the capabilities of Safari 17 fully.

This could involve:

• Image Optimization: With support for JPEG XL, SEO professionals might need to consider reformatting their website images to this new format.
• Website Design: The expanded capabilities of font-size-adjust could require rethinking design strategies. Consistent font sizes across different languages and devices can improve CLS, one of Google’s core web vitals.
• Performance Tracking: SEO professionals will need to closely monitor the impact of these changes on website performance metrics once the new version of Safari rolls out.

In Summary

Apple’s Safari 17 brings new features that provide opportunities to improve several website performance factors crucial for SEO.

Detailed documentation on these Safari 17 updates is available on the official WebKit blog for those interested in delving deeper into these features.

Featured Image: PixieMe/Shutterstock

Google Search Advocate, John Mueller, has turned to Twitter seeking advice on what to consider when hiring an SEO consultant.

He posed the question on behalf of someone running an animal park, indicating the need for a local SEO consultant to enhance their online presence.

“Does anyone have recommendations in terms of people/companies & things to watch out for when picking one?” Mueller asked in his tweet, “How do you separate the serious from the less-serious folks?”​

Here’s a look into the ensuing conversation, including a range of insights into what you should look for when hiring SEO professionals.

Cost Considerations In SEO Consultancy

One of the replies to Mueller’s tweet highlighted the cost-sensitive nature of SEO consultancy.

Kris Roadruck emphasized that most low-budget local SEO services, charging below $1000 per month, are “chop-shops” offering minimal service.

He claims these services follow a generic formula and warned that’s the level of quality businesses can expect unless they expand their budget.

Roadruck states:

“This is unfortunately budget-sensitive. Nearly all the folks that do low-budget local SEO (Sub $1000/mo) are chop-shops doing very little indeed and just following a generic formula performed by underpaid folks. Sadly this is the price range most local companies can afford unless they are attorneys, dentists, or some other high value service based biz.”

“This is painfully true,” reads a reply to his tweet.

Look For Experienced SEO Agencies

Isaline Muelhauser responded to Mueller’s tweet by suggesting that a local agency could be a helpful resource.

She highlights the advantages of working with an agency that operates in the same area as the business requiring local SEO services:

“Chose someone who’s experimented in local SEO and understands the local market.
E.g. for Local SEO we manage multilingualism and often low [monthly search volume].
The animal park owner should feel that their business is understood not receive a general pitch deck.”

To that end, it helps to ensure the agency you hire is familiar with the tools of the trade.

An individual who goes by the handle SEOGoddess on Twitter states:

“If the local SEO company knows what @yext or @RenderSeo is then that’s the first step in trusting they know what they’re doing. From there it’s a matter of drafting up a good strategy and knowing how to help execute on it.”

Insights From The Twitter Exchange

The Twitter thread sparked a variety of responses. However, these key topics were left unexplored:

• Specific criteria or red flags to watch out for when evaluating potential SEO consultants.
• Concrete examples or case studies demonstrating successful SEO strategies (bonus points for businesses like an animal park.

To address these gaps, let’s look at a successful SEO strategy for a local business dealing with animals.

The most relevant case study I could find is from Step 5 Creative, who performed local SEO services for Deer Grove Animal Hospital in Illinois.

This case study shows what’s involved in a comprehensive SEO approach and what you should expect from an experienced agency.

Takeaways From A Successful SEO Strategy

The first step in Step 5’s SEO campaign was a thorough onboarding process, which included the following:

• Creating meta titles and descriptions
• Conducting a URL audit
• Ensuring a mobile-friendly site
• Setting up proper page structures
• Internal navigation audit
• Implementing local business structured data.

The above steps aim to improve a site’s visibility to human visitors and search engine bots.

Step 5’s strategy also involved ensuring the business was listed in local online directories and had a complete Google Business Profile.

Keyword reassessment was another crucial step. The team monitored clickthroughs and positions for targeted keywords and adjusted their strategy accordingly.

The team conducted extensive keyword research, experimenting with different variations of keywords to see which yielded better results.

Reviewing the animal hospital’s traffic acquisition report and bounce rate helped the Step 5 Creative team understand where visitors came from and how they interacted with the site. This information allowed them to improve the user experience and encourage better traffic flow.

Lastly, the team underscores the need for continual updates for long-term success. This refers to the earlier point of working with an SEO consultant committed to staying current with best practices.

Criteria & Red Flags in SEO Consultancy

In the complex world of SEO, it’s essential to differentiate between “serious” and “less-serious” consultants.

Serious consultants are invested in understanding your business, industry, and specific needs.

In contrast, less-serious consultants might offer generic services not catering to your unique requirements.

Here are additional criteria to consider and red flags to watch for when hiring an SEO professional:

• Customized Strategy: A serious SEO consultant will take the time to understand your business, its goals, and its challenges and design a tailored SEO strategy accordingly.
  • A consultant offering a one-size-fits-all solution without understanding your needs could be a red flag.
• Transparency: Reputable SEO consultants will be open about their methods and strategies and able to explain them in terms you understand.
  • Beware of consultants who promise immediate results or use jargon to confuse you.
• Track Record: Look for consultants with a proven track record of success. They should be able to provide case studies or references from previous clients.
  • Consider this a red flag if a consultant is unwilling or unable to provide evidence of their success.
• Continual Learning: SEO is a constantly changing field. Serious consultants will stay up-to-date with the latest SEO trends and algorithm changes.
  • Be cautious of consultants who rely on outdated practices.
• Ethical Practices: A serious SEO consultant adheres to ethical SEO practices, often called “White Hat SEO.”
  • Avoid consultants who suggest or employ unethical practices, known as “Black Hat SEO,” such as keyword stuffing or hidden text.

In Summary

The Twitter conversation initiated by Google’s John Mueller provided valuable insights into what to consider when choosing an SEO professional.

Cost shouldn’t be the sole factor, as low-budget services often deliver minimal results.

Instead, prioritize experienced SEO agencies that understand the local market and have a track record of success.

Look for consultants knowledgeable about industry tools who can develop a customized strategy tailored to your business’s needs.

Other essential factors include transparency, a proven track record, continual learning, and adherence to ethical practices.

By following these guidelines, you can make an informed decision when hiring an SEO consultant that will help your business thrive in the digital landscape.

Featured image generated by the author using Midjourney.