Pokémon Go, Null Quality Scores and a New SEO Tool

This week’s installment of “Last Week in Content Marketing” includes three stories from last week that stood out in the world of content marketing.

Take advantage of the Pokémon Go craze

As our office is well aware with our twice-daily PokéWalks, Pokémon Go has been a tremendous hit. We’ve already seen how brick-and-mortar businesses have benefited from the increased foot traffic. That boost exemplifies how generating quality content for your store or restaurant around the booming game can be extremely beneficial.

Search Engine Land last week explored how marketers can take advantage of the game’s popularity by creating content identifying PokéStops and Gyms in your area. Their recommendation is to research where these locations exist near you and write a blog article mapping them out — along with good detail, photos and even embedded Google Maps. It’s a great way to target consumers locally, get them familiar with your brand and hopefully get some more trainer foot traffic.

Google AdWords null Quality Scores

As reported by Search Engine Journal last Tuesday, beginning the week of September 12 AdWords will start returning null Quality Scores for new keywords and keywords that don’t have recent click or impression data.

Quality Score is a 1–10 rating of the quality of your ads to given keywords and is determined based on three factors: expected click-through rate, ad relevance and landing page experience. Google uses prior performance data to calculate the quality score.

The null Quality Score is a change because, currently, when new keywords are added to a campaign, the new keywords automatically receive a Quality Score of 6. It can sometimes take several days for the Quality Score to be updated based on performance data. To increase transparency and accuracy in Quality Score reporting, Google will instead return a Quality Score of “–” which will help marketers more accurately report on their keywords.

A new tool for SEO

Finally, last week Raven unveiled their new Site Auditor tool. Many SEO specialists and content marketers are familiar with Raven from their Marketing Platform with its multi-faceted functionality. Within their suite of online marketing tools, they already included a site auditor. However, as co-founder Jon Henshaw mentions in his blog article introducing the new Site Auditor, they had two choices: improve the existing tool, or create a new standalone option. They went with option two.

One of the biggest changes is how issues are presented. The new Site Auditor lets you dive into individual issues rather than combining all the issues in one view as in the Platform version.

I won’t cover all the bells and whistles that they’ve added to the new tool as I haven’t had a chance to play around with it yet, but from the notes I’ve seen, it looks like a cool new release. Also, if you’re already a Raven Platform customer, don’t fret; the site auditor tool there will still be supported (it just won’t have all of the upgrades in the new standalone offering).

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