On July 5, 2023, Facebook’s parent company, Meta, officially launched the initial version of Threads, a text-based app. Threads was built by the Instagram team, and it serves as a new, separate space for users to share text updates and join public conversations. In just one week, the app received 100 million sign-ups, and it has the potential to be a huge competitor of Twitter.

What is Threads? 

Threads is a new app from the parent company of Facebook, Instagram, and WhatsApp. Similar to Twitter, Threads comprises a feed of mainly text-based posts, although users can also add photos, links, and videos up to 5 minutes in length. According to Meta, messages posted to Threads will have a 500-character limit. Users can reply to, repost, and quote other users’ posts, and their accounts can be listed as either public or private. Verified Instagram accounts are automatically verified on Threads. 

Meta CEO Mark Zuckerberg says, “The vision for Threads is to create an option and friendly public space for conversation.” The platform is standalone – however, it is linked to Instagram and requires an Instagram account to sign up. Blending Instagram’s existing aesthetic and navigation structure, users can share posts from Threads directly to their Instagram Stories. Threads is available in 100 countries and supports over 30 languages via Apple’s iOS and Android.

How to Get Started With Instagram Threads

Threads is part of the Meta family of social media networks, so the sign-up process is simple. Once the Threads app is downloaded from the Apple App Store or Google Play Store, it asks users to log in with their Instagram credentials or create a new account. If you manage multiple Instagram accounts, you can link each to their unique Threads account. 

Next, you’ll see the Profile screen appear. You can either enter new details or import your existing Instagram bio. From there, you’ll be prompted to choose your privacy settings. With a public profile, anyone on or off Threads can see, share, and interact with your content. To restrict your content to only approved followers, opt for the private profile. Users under 16 years of age (or 18 in certain countries) will be defaulted to a private profile upon joining Threads.

Thanks to its integration with Instagram, users don’t have to build a following on Threads from scratch. You’ll have the option to instantly follow the accounts you currently follow on Instagram. You can choose individual followers or click “Follow All” to import your entire follower list. On the last screen, you’ll be asked to agree to the terms of use. Once you’ve done this, click “Join Threads” and you’re ready to get started!

Threads Vs. Twitter

While tech experts have deemed Threads a near-identical comparison to Elon Musk’s Twitter, there are several differences to note between the two platforms. 

The transfer of users’ Instagram followers and the accounts they’re following to Threads gives the app at least one significant advantage over Twitter. With the size of its existing user base, Meta hopes to capture a good portion of its more than 2 billion global active Instagram users with the new app. In comparison, Twitter’s active user base is approximately 250 million. 

Another major difference between Threads and Twitter is the order in which posts appear in users’ feeds. Similar to Instagram and Facebook, Threads’ timelines are purely algorithmic. On the other hand, Twitter timelines show posts in reverse chronological order with the most recent posts first. In addition, Threads is a mobile-only app that allows users to read posts on Threads.net, but they can’t create a post or interact. Twitter is accessible via desktop and the Twitter app. 

As previously mentioned, posts on Threads can be up to 500 characters long, almost double Twitter’s 280-character limit. Also, Twitter has ads, and Threads does not – at least for now. In a reply post to one user, Zuckerberg mentioned that only time will tell whether or not monetization is implemented.

Can Users Delete Their Threads Account? 

The short answer is no. According to the app’s Supplemental Privacy Policy, users cannot delete their Threads account without deleting their Instagram account. However, users can choose to deactivate their Threads account, which essentially hides their profile and all uploaded content. Users can also change their profile to private and delete individual threads at any time. Due to backlash from users, Instagram’s Adam Mosseri addressed the issue by stating that Threads is powered by Instagram, with everything operating under the same account. They are looking into a way to enable users to delete Threads accounts separately.

What’s Next for Threads? 

It’s been roughly a month since the announcement of Threads joining the digital space, and this new platform is far from complete. The app is still missing many features users like about Twitter, including a desktop version, hashtags, trending topics, and direct messaging. Meta executives are working continuously to build out Threads to enhance the user experience for all. Due to its early success, we’re excited to see what the future holds for Threads and its rival app. Stay tuned!

Thoughts on Threads from Our Team

“Threads was created by Mark Zuckerberg to create a more “friendly” alternative to Twitter, and I have found that to be true thus far. In recent years, many people have become reluctant to post on Twitter, including me, while Threads feels more care-free, casual, and an overall more positive environment for social media users.”

Jamie Drogy, Social Media Strategist 

“It seems like Threads is Meta’s way of creating a more casual and ‘on-the-fly’ way to connect on social media, rather than more calculated, perfected, and monetized Instagram posts. Definitely feels like we’re moving back in time to the early days of social media with this one, especially with how similar it is to Twitter itself.”

 Stefanie Palmieri, Social Media Strategist

“I haven’t tried Threads yet but, to me, it seems like it was started out of ego because of all the back and forth between Elon Musk and Zuck. I think Meta should focus on improving their internal operations at Facebook and Instagram rather than trying to clone Twitter.”

Joe Sanfilippo, Director, Growth & Partnerships

Social Media Marketing Services at Today’s Business

At Today’s Business, we offer social media marketing services for clients in various industries. Each campaign we create is tailored to your brand’s specific needs, goals, and budget. Our social media team uses proven strategies to develop engaging content, place your brand on the appropriate social channels, and reach your target audience. We utilize Instagram, Facebook, Twitter, YouTube, and more to help our clients achieve the results they’re looking for. Are you ready to grow your social media presence? Schedule a consultation or contact us with any questions you have about our services today!

The post Threads: All About Instagram’s New Text-Based App appeared first on Today's Business.

It’s happening – Google has announced the official retirement of Universal Analytics (UA) and it’s time to start preparing your business for what’s to come. Starting on July 1, 2023, UA will stop collecting data and all websites will have to migrate over to Google Analytics 4. If you haven’t done so yet, there’s no need to panic. As a full-service digital marketing agency, Today’s Business takes care of data migration and tracking for all of our clients. We understand that data is king, and we are here to help you get set up for success with Google Analytics 4 (GA4) and become a pro by the time summer 2023 rolls around. Keep reading to learn more! 

Do I Need to Switch to Google Analytics 4?

The short answer: yes. The upgrade from UA to GA4 is not optional – Universal Analytics will stop collecting data altogether after July 1st. The sooner you get set up, the more time you’ll have to get familiar with the interface and its breadth of capabilities. The change is motivated by privacy concerns regarding the way Google Analytics uses and processes data online. GA4 offers more robust data protection and privacy controls, which are becoming increasingly important for brands to comply with GDPR and CCPA regulations. 

For instance, GA4 does not collect users’ IP addresses and sets limits on data retention timeframes. Consent mode puts the user in control of their data by allowing website and mobile app owners to adjust how Google tags behave based on the user’s expressed consent. When a cookie banner pops up, the user can decide which cookies to enable. Switching from UA to GA4 is the only way to stay in compliance with privacy regulations and get a holistic view of traffic and performance centralized in one place.

Differences Between Universal Analytics and Google Analytics 4

For the first time in years, Google Analytics has gotten a full overhaul in response to the changing demands of the digital landscape. According to Google, GA4 is “the future of measurement,” and offers a better understanding of the customer journey by combining website and app analytics under one property. GA4 has several key features that are different from its predecessor, which will require time and effort to get used to. So, before you start migrating to GA4, here’s what you need to know. 

Reporting Interface

When you set up GA4, the first thing you’ll notice is that the reporting interface has changed. Most of the reports we’re used to seeing in Universal Analytics have been replaced or renamed. One reason for this is that the latest version uses a different measurement model compared to Universal Analytics. There are new reports such as Engagement, Monetization, and Retention in GA4, which are organized by customer lifecycle stages. In addition, the new Library page allows users with edit permissions to customize the reports seen in the Reports section of a GA4 property. 

Measurement Models

Universal Analytics uses sessions and pageviews as the foundation for all reporting. It collects and measures different user interactions on your website within a given period as sessions or “hits.” This tracking paradigm requires some technical skills in event tracking and Google Tag Manager to work properly. On the other hand, GA4 measures event-based data. It’s built to capture what’s happening across your website and app as “events” instead. This more flexible measurement model gives a full overview of user engagement on and off the web, regardless of your technical knowledge.

Data Setup Organization

In Universal Analytics, it has always been best practice to have at least three distinct views under each property. One “unfiltered” view to store raw data, a “test” view to implement configuration changes, and a “master” view for the goals, filters, and other configurations you wish to work with. In GA4, instead of views, a website or app will be considered a “data stream,” and they fall under a singular property. A data stream is a data funnel starting from a customer’s touch point to GA4, which can be sourced via Web, iOS, or Android. Each GA4 property can have a maximum of 50 data streams. 

Bounce Rate vs. Engagement Rate

Existing UA users are familiar with the term “bounce rate,” which measures the percentage of single-page sessions without interaction with the page. A bounced session has a duration of 0 seconds. GA4 has introduced a new metric called “engagement rate,” which measures the percentage of engaged sessions. An engaged session lasts for at least 10 seconds, has at least one conversion event, and involves at least 2 pageviews or screenviews. You’ll have the option to increase the conditions from 10 seconds to 30 or 60 seconds. The engagement rate metric may be useful in understanding user behavior across all property types, since UA’s bounce rate is not applicable to apps. 

Goal Conversions

In Universal Analytics, “conversions” were classified as one of five goals: destination, duration, pages/session, smart goals, and event goals. You may use the “end session” point to analyze and optimize the conversion rate. In UA, the Goal URLs report shows the URLs where most goals were completed as well as the URL which you have assigned as the goal completion point. If you’re using events to assign goals, you can see which elements of your website help convert the best. In GA4, all conversions are events, so it may be difficult to precisely duplicate some UA goal types. To set an event as a conversion, you’ll have to mark it as a conversion in existing events and use tools like Google Tag Manager. 

Setting up Your Google Analytics 4 Account

The best time to migrate from Universal Analytics to Google Analytics 4 is now. Since you are not able to move data 1:1 from your old UA property to your GA4 property, you’ll need to start collecting historical data and tracking metrics relevant to your business in the new form ASAP. So, what’s next? If you want to try out GA4, there are three different ways to get set up. For all options, you must have Editor-level access to your Google Analytics account.

1. Add GA4 to a site that already has Universal Analytics

When you open Google Analytics, click on the GA4 Set-Up Assistant and create a GA4 property that collects data simultaneously with your existing UA property. Your original property will be left unchanged and continue working as usual. You will be able to access your new GA4 property through the Admin panel or property selector. 

2. Set up GA4 and Universal Analytics on a new site

If you’re new to Google Analytics, you can set up a GA4 property that will collect data alongside Universal Analytics. It will automatically establish a connection between the two properties, so you don’t have to do anything else. Later on, you will be able to migrate configuration settings from your UA property to GA4. 

3. Find an agency partner to set up GA4 for you 

Google is changing the way they collect, store, and analyze data through Analytics, and it’s not waiting for anyone. Historical data is crucial to your brand’s marketing efforts and overall business strategy. Working with an experienced digital marketing agency to help you migrate to GA4 is a valuable investment, especially if you don’t have the technical skills and knowledge to do it yourself. It will save you both time and money, and you’ll get access to ongoing support and optimization services to ensure a smooth transition to GA4 before Universal Analytics is gone forever. 

Migrate to Google Analytics 4 with Today’s Business

Google Analytics 4 is here with new features and benefits to improve your website performance, optimize marketing campaigns, and track the success of your online sales efforts. At Today’s Business, we’ve successfully implemented and optimized GA4 for a wide range of clients across multiple industries. We’ll work closely with you to understand your business and create a personalized digital marketing strategy that addresses your specific needs and goals. Contact us to schedule a consultation with a member of our team, or learn more about our services today!

The post Is Your Business Prepared for GA4 Migration? appeared first on Today's Business.

So you’re attending AAOE 2023?!? Get ready for a week of quality educational content, networking, and loads of fun! If you are interested in learning about how you can improve your practice’s digital marketing efforts then be sure to stop by our booth to learn more!

What is AAOE 2023?

The American Alliance of Orthopaedic Executives (AAOE) is an organization that provides education and resources to the administrators and staff of orthopedic practices and other musculoskeletal groups. Each year, it hosts the AAOE Annual Conference to promote continued learning and professional development. From April 20-23, 2023, more than 500 AAOE members and orthopedic executives from across the U.S. will gather in Orlando, Florida for this event. When you attend AAOE’s Annual Conference, you can expect to hear from keynote speakers, engage in networking opportunities, explore new products and services, and much more! The conference is specifically designed to help you advance your career and take your practice to the next level. 

Where is the AAOE 2023 Annual Conference?

The AAOE 2023 Annual Conference is being held at the Hyatt Regency located at 9801 International Drive in Orlando, FL.

Why Should You Attend AAOE?

If you are in the orthopedic industry, AAOE is the best way to learn from leaders in the space. You can also connect with vendors and find expert partners to help you enhance specific areas of your practice. For example, if you are not a digital marketing expert, you can connect with our team of marketing gurus. With their help, you will learn the benefits of digital marketing for an orthopedic practice, review case studies of past client successes, and get a basic understanding of fundamentals.

Why Should You Exhibit at AAOE?

If your business has a product or service relevant to orthopedic groups, exhibiting at the AAOE 2023 Annual Conference is a no-brainer. At AAOE, all the leading practice administrators, CEOs, and other executives come together to share insights and learn from each other. One of the best ways to get in front of key decision-makers is when they are not overwhelmed with their normal day-to-day. Additionally, by exhibiting at AAOE, you are showing these people that you support their industry and are also aware of the importance of supporting the industry. Finally, there is no better way to build relationships than in-person face-to-face connections, and there is no better place to do it than AAOE.

How to Maximize Your Time at AAOE?

As an exhibitor at the AAOE Annual Conference, the best way to maximize your time is by spending the proper time to prepare. Tons of orthopedic executives will be attending so you must connect with everyone as early as possible and plan in advance to avoid missing out on key networking opportunities. As many in the industry know, it is a very tight-knit circle, and attendees don’t typically like cold outreach. The way to make it into these circles is through consistent sponsorship and attendance of the event and by going the extra mile by sponsoring drink tickets, hosting happy hours, and having awesome prizes/swag at your booth that appeals to the audience. This year, Today’s Business will be sponsoring an invite-only event in partnership with the Leadership Academy.

What are the Best Networking Opportunities at AAOE 2023? 

If you are new to AAOE, you should try to join state or regional societies. All state and regional societies have an annual reception each year at AAOE. This year it is taking place on Thursday at 6:30 pm ET at the hotel. 

The Southeastern Association of Orthopaedic Executives (GA, SC, AL, TN), Bones Society of Florida, Midwest AAOE (KS, MO, OK, AR), and MidAtlantic BONES (PA, DE, MD) all share a reception, so you get to meet tons of different people across multiple regions in one place. These four regional associations are managed by Cobbe Consulting and have a really cool Leadership Academy. If you get involved locally, you will have an opportunity to apply for this academy. Being a part of the Leadership Academy is a great way to expedite your learning process as a newer member of the orthopedic community. Plus, Today’s Business sponsors an annual happy hour for the Leadership Academy, and members are welcome to join us for food and beverages at our exclusive event!

What Did Today’s Business Do at AAOE 2023?

Today’s Business had an amazing time at the AAOE 2023 Annual Meeting! Most of our time was spent at our exhibitor booth chatting it up with some of our clients, giving out swag, and answering questions from orthopedic executives who had questions about digital marketing. During downtimes, we chatted with other exhibitors or were answering calls and emails from the TB team and other clients. We also attended networking events like the state reception hosted by Cobbe Consulting and of course the Happy Hour we sponsored for the Leadership Academy!

Biggest Takeaways from AAOE 2023?

After thinking about it for a couple of days, the one thing that sticks out to me is simply how great our partners are. Our team had so much fun just being able to connect in person with our clients and have casual conversations.

About The Author:

Joe Sanfilippo’s digital marketing career began in the orthopedic field in 2016 where he served as a marketing and business development coordinator for one of the largest orthopedic groups in the country, Illinois Bone & Joint Institute. Joe has been attending orthopedic conferences since he was just 22 years old and doesn’t plan to stop anytime soon!

The post AAOE 2023 Annual Conference Recap appeared first on Today's Business.

What are Core Web Vitals?

No matter what type of website you have or business you run, getting on Google’s good side is key to maintaining competitive rankings in search results. Over the years, Google has released countless updates to the search algorithm, ranking factors, and more, so those in the digital marketing industry must constantly be aware of changes and understand how to adapt. However, one of Google’s recent updates has been bigger than most – Core Web Vitals, which became a significant ranking factor in June of 2022. Core Web Vitals are a standardized set of metrics that Google has stated have an impact on rankings, as they contribute to your total page experience score. The three page speed and user interaction measurements that make up Core Web Vitals are Google’s way of sizing up your user experience and getting an idea of whether or not visitors can find what they need quickly and effectively. Positive user experience has always been important for conversions, but knowing that it is also a ranking factor means your site needs to be built for success. Learn more from our digital marketing experts at Today’s Business about Core Web Vitals and how you can make the proper site optimizations to dominate your target search queries. 

Components of Core Web Vitals: Explained

Google is dedicated to providing the best possible results to its users, which is why it is so important to meet their criteria when it comes to page experience. Primarily focused on page speed and user interaction, Core Web Vitals metrics consist of three components:

• Largest Contentful Paint (LCP)
• First Input Delay (FID)
• Cumulative Layout Shift (CLS)

It is important to note that page experience is just one of many ranking factors that Google considers. However, Core Web Vitals are now a major part of the page experience, so optimizing these items is essential for organic ranking success. It’s great to know the names of the three core components of CWVs, but what do they mean?

Largest Contentful Paint (LCP)

Largest Contentful Paint measures the time (in seconds) it takes from the start of your page load to the rendering of the largest text block or image element. This is Google’s way of determining how long it takes to load the core components of your page, as the largest text block will most commonly contain the main content of the page. The goal here is to have as low a number as possible, correlating with a fast page load time. 

First Input Delay (FID)

This component of Core Web Vitals measures the time it takes for a user to interact with your site. This can include anything from choosing an option within your menu to entering an email address into a form field. This gives Google a clear picture of how your users interact with your site and showcases your site’s responsiveness to user activity. FID is vital for pages that require quick interaction, such as a login page. This moment and your site’s ability to properly serve its users is a valuable snapshot of your site’s overall interactivity and responsiveness, which contributes to your page experience score.

Cumulative Layout Shift (CLS)

CLS focuses on the visual stability of a page as it loads all of its elements. Both Google and your users don’t want to see page elements that move around as the site loads, making the page experience confusing. Page elements that tend to shift when CLS is not optimized include fonts, images, videos, and contact forms, among other items. There are several reasons why your site may have CLS issues. Something as simple as adding height and width dimensions to your images can improve your overall Core Web Vitals score.

Why Are Core Web Vitals Important?

Core Web Vitals are Google’s way of ensuring they display the best possible sites to their users. If you saw a drop in your organic rankings after June 2022, negative CWVs may be partly to blame. Taking the time to optimize your site with CWVs in mind is crucial. We don’t always know what Google is considering when they rank sites in search results, but in the case of Core Web Vitals, we know exactly what we need to fix for success. Some of the many benefits of optimizing your CWVs in 2023 include: 

1. Improve Overall User Experience
   • Making sure site elements are visually stable helps to improve the overall user experience on your pages and leads to a steadier, more solid website.
2. Speeding Up Your Site
   • Addressing page speed issues helps keep users on your site. A slow site can prompt users to leave before converting.
3. Benefiting All Areas of Your Digital Marketing
   • Improving user experience translates to boosts in organic rankings, more engaged users, increased conversion rates, and other benefits that will help you stand out in the crowd.

What Tools Can I Use to Measure Core Web Vitals?

Various online tools can help you understand how your site is performing in terms of CWVs. Google Search Console has a dedicated section for CWVs where you can see how your site is performing and which pages may need a boost. For a quick look into your site’s CWVs, Google’s Page Speed Insights Tool is the way to go. Simply inserting your URL and running a check will show you Google’s data on your URL, including data on your LCP, FID, and CLS. These are just two of many tools that you can use to measure your CWVs and see where you stand with Google before you dive in and start to update your site.

How to Improve Core Web Vitals for Your Website

Learning about Core Web Vitals: check. When you want to get going with site optimizations and ensure your site meets Google’s CWV criteria, there are many steps you can take depending on which aspect of CWVs you want to start with. It’s difficult to summarize them all in one place, but some high-level insights into work that will improve your CWVs include:

• Largest Contentful Paint
  • Set up lazy loading, so images only load when someone scrolls down your page.
  • Upgrade your website hosting.
  • Remove large page elements that are slowing down your total speed.
  • Remove unnecessary third-party scripts from your site.
  • Minify your CSS.
• First Input Delay
  • Reduce JavaScript (JS) execution time.
  • Optimize the HTML of your images.
  • Remove unnecessary third-party scripts.
  • Use a browser cache to help load content faster.
• Cumulative Layout Shift
  • Add size attributes to your images, videos, and other media.
  • Avoid inserting content above content that’s already loaded.
  • Create dedicated space for ad elements.

CWVs Impact on Healthcare Organizations

At Today’s Business, we’ve seen growth and success for clients who’ve committed to letting us tackle their CWV issues. One of the biggest improvements we’ve seen has been with a plastic surgery practice, whose performance had been struggling due to Google algorithm updates. We optimized desktop Core Web Vitals to ensure that the site was passing Google’s criteria, and since then, we’ve seen both short and long-term improvements in organic acquisition metrics, service page performance, conversions, and more. When we analyzed Quarter 4 of 2022 (during which CWV issues were addressed) vs. Quarter 3, we found that organic landing page clicks increased 50.5% while impressions increased 116%, along with a 32% increase in search query clicks and a 113.5% increase in search query impressions. Explore our case studies for more insights into the work we’ve done for clients of all kinds!

Boost Your Site’s Rankings with Core Web Vitals Optimization from Today’s Business

At Today’s Business, our digital marketing experts have been keeping an eye on Core Web Vitals, and they have experience optimizing all types of websites to ensure that each component of CWVs is tackled. Our Search Engine Optimization (SEO) and website development teams work together to ensure that our clients’ websites pass CWV tests and provide users with the best possible experience as soon as they arrive. Our comprehensive approach to digital marketing allows us to deliver positive results and form true partnerships with each of our clients. We want to work with you – contact us today and tell us more about your business to get started!

The post Google’s Core Web Vitals: Your 2023 Guide appeared first on Today's Business.

Recent News and Updates in Digital Marketing

FLoC is Coming Soon 

On March 15, 2021, Google mentioned they will not be using alternate identifiers to trace users for advertising reasons. Instead, Google will use FLoC, which has an algorithm that will investigate the URLs of sites that the user visited and the page’s content. Two challenges that FLoC faces are privacy concerns and targeting. Regarding privacy concerns, grouping users into cohorts can hide each individual within a crowd, but extricating data from individuals is an issue. Meanwhile, for targeting, the options will not change, but advertisers will target cohorts that compose of many people, unlike particular people. 

TB Take: It remains to be seen whether FLoC will satisfy the long term cookie-less future that privacy advocates are clamoring for. However, if it satisfies privacy concerns, we will have a better happy medium for marketing analysis.

Facebook Analytics is Shutting Down June 30th 

On April 1, 2021, Facebook Analytics announced it will no longer be operating after June 30, 2021. This announcement caught the attention of many marketers, as they relied on this tool. There will be three 1:1 business tools when Facebook Analytics is removed. The first is Facebook Business Suite which lets users control their business accounts. Information about a business’s trends, content, and audience will be included. The second, Ads Managers, allows businesses to see results for Facebook ads and campaigns, in addition to view, and modify changes. Last, there is Events Manager. This tool helps users to control and arrange Conversions API and Facebook Pixel. 

TB Take: The most important thing that users will need to keep in mind is exporting any pertinent data before expiration.

Google: Quality Issue if Copied Content Outranks Original  

On March 12, 2021, John Mueller from Google explained that duplicate content copied above an original source can cause a quality issue. Mohammad Medhi Abas, site owner, discussed with Mueller that his content is being taken and republished by other sites. The problem is that the stolen content is being ranked above Mohammad’s own. If content is being published without the owner’s permission, one option is the DMCA takedown procedure. The result is that site owners can report stolen content on a per-page basis to Google. If there is evidence that the content was copied without consent, Google may eliminate the page. Another option is reassessing site quality. Google’s algorithms may have difficulty seeing the quality of your site. Also, Muller makes note that Google can discern which site it should trust based on the quality. 

TB Take: This is a perfect example of why content is king, but it’s not the only factor that matters. Hijacking content has happened since the beginning of SEO. The best counter to this is to establish strong copyright policies on the website. We are happy to discuss this further with anyone interested.

Artificially Flat URL Structures Have No Benefit 

Google’s John Mueller discussed on March 28, 2021 that Google is not worried about the number of slashes in a URL. This does not determine the page’s importance or the probability that Google is to surface the page in search results. Also, the URL site structure may be used however the user wishes. Google looks at URLs as identifiers of content and does not harm the site.

TB Take: This alleviates concerns for mega sites that have several clusters of content that go deep into sub-topic after sub-topic. However, Google has made several statements like this in the past and data has proven them wrong. We still do not recommend going over three or four folders (slashes) deep, unless it’s absolutely logical.

PageSpeed Insights Scores Updated by Google 

On March 3rd, 2021, Google declared that the scores of PageSpeeds Insights shall increase. PageSpeed Insights is a mechanism that Google uses to give reports on the speed performance of a website. The tool is both mobile and desktop page speed reports and information about problems that were found. PageSpeed Insights has two options of reporting which are lab data and field data. Lab Data is defined as a report generated using internet speeds and simulated devices. Lab Data’s function is to note code-level factors that can allow the user experience to suggest ideas to solve problems and to degrade. Meanwhile, field data is information gathered through users browsing the site with Chrome. It is best for knowing what kind performance site visitors are experiencing. 

TB Take: This is important to note when comparing current vs. previous data. Otherwise, the only thing to keep in mind is that if your site has poor scores after the increase, definitely emphasize improving it while working with your dev team.

Let’s Talk Digital Marketing

Anything happen so far this year that you’re curious about learning more? We’re always game to talk to clients, potential clients, and fellow marketers about what we love. Contact us today to find out more.

The post 2021 Digital Marketing News and Updates: March-April appeared first on Today's Business.

Recent Digital Marketing News and Updates from January and February of 2021

Advantages of the Pyramid Site Structure

John Mueller of Google confirmed in February 2021 that the Pyramid Site Structure is highly recommended because it allows Google to understand the conditions of several pages and categories on a site. This structure allows one to organize web pages however he or she would like. Back in 2001, one of the first pyramid structure discussions was Webmaster World’s Theme Pyramids discussion. Ideally, in SEO, we want to avoid taking more than 4 clicks to get from the homepage to the destination. Furthermore, the search industry discovered that search engines were searching for themes in web pages and links.

Today’s Business Team’s take:  

If you have a site that is 10-20 pages, you shouldn’t worry about creating a perfect pyramid site structure. There’s not enough pages. But we are always a big proponent of clustering content pieces together by topic. We currently have a client in the health sector that is struggling due to a flat site structure, where as many links as possible are attempted to be placed in the menu to create instant access. The problem the client is currently facing is that many important pages are not ranking because they aren’t featured in the menu. Switching to a pyramid site structure would aid them in creating not just a better understanding for Google, but an easier website to organize and review.

Google Page Experience Explained

May 2021 is the anticipated date for Google’s upcoming update. Google Page Experience will include metrics in Google’s web vitals such as visual stability, loading, and interactivity. Furthermore, people will have convenient access to information. If there is no sense of awareness regarding this new update, there is a risk of your webpage not being visited. Yes, the page experience is important, but the content is crucial because it must compliment the page experience. 

TB’s Take:

Google’s Page Experience update has a lot to do with focusing on how pages load. Ever have a page load and then things stutter and rearrange? It’s a bad experience, and that’s what Google is trying to avoid. Come May, if your site is having a lot of page loading issues, you may be in trouble.

Total Number of Backlinks is Unimportant

On February 19, 2021, Google’s John Mueller established that the total number of backlinks has no correlation to the search algorithm. Instead of having millions of low quality links, there should rather be a good link from an applicable website. One good link from a reliable source can notify Google about how it should manage the page. Furthermore, Google prioritizes relevance in links that link to a specific website. Therefore, the quality of links outweighs the quantity of links. 

TB’s Take:

Mr. Mueller is reaffirming what TB has long held dear. Getting great links is better than getting 100 links from nobodies. We always tell clients to think about who is linking to them as the company you keep. One note, however: adding weaker backlinks is not necessarily a bad thing, especially if you haven’t been getting many good links recently. Creating new link signals to your website tells Google that the site is still active.

Impact of Tags on Rankings

Tags are to assist site users searching for related topics. Also, they are placed at the beginning or the end of an article. Google’s John Mueller stated in February 2021 that tags do not impact ranking on a blog post, but they can go to category pages. This can help Google explore additional pages about related topics. Furthermore, tags are great for making content reappear again since the content may be buried in the category menu structure. Tags may not be great for rankings, but can be useful for Google to explore other category pages.

TB’s Take:

TB continues to support the use of tags, even though we don’t use them on every site. Similar to what was discussed regarding the Pyramid Site Structure, tags are used by Today’s Business to help create content silos, or clusters of relevant content, just like categories. This method primarily deals with blogs, but we see that it’s a long-term play that leaves Google with a greater understanding of the website’s content themes. This eventually leads to better long term rankings.

Duplicate Content Does Not Negatively Affect Rankings 

John Mueller from Google asserted in January 2021 that duplicate content is not a negative search ranking component. To further support this point, Google algorithms are designed to handle duplicate material. If content is repeated on a website, Google will rank one piece of content and not display the other. This will not cause a site to rank lower in search results. Furthermore, Google will just search for the best page that matches with the content. 

TB’s Take:

While this may be true, the danger is if you use duplicate content rather frequently, you may end up with one page ranking and then several others doing nothing, especially if all of the duplicate content is on a gateway sort of page such as “[Service] in [Location]” areas served pages. Three rules of thumb to keep in mind here. 1) If the page is super important, take the extra effort to make content unique. 2) Do not stress over supporting content such as payment methods or insurance accepted. 3) If you’re using duplicate content, pay attention to how much content is actually unique. Chances are 100 words of unique content is not going to rank for a keyword.

Longer Title Tags than Ones Displayed Have SEO Benefits

Google’s Gary Illyes confirmed in February 2021 that title tags longer than what is displayed can actually be a good thing. If the title tag is one sentence or more, there will be no automatic action. Also, the length does not refer to a small number like 160 or 200 characters. Furthermore, there is no determined amount of length for a title tag. 

TB’s Take:

Stressing less over a title tag’s length can definitely save some time. But don’t go nuts with this potentially newfound flexibility. Google also doesn’t want you to keyword stuff your title tags. If you have a legitimate title tag that you are using to describe the page that happens to hit 75, 85, or 90 characters, don’t worry about it moving forward. But Today’s Business will still recommend to keep your title tags concise, and prioritize your most important keyword towards the beginning of the tag.

Keywords Mentioned in Google Search Snippets 

On February 21, 2021, Brodie Clark observed that labels with mobile snippets are found underneath the title. These words are mentioned in the content of the page and the labels are only displayed where they are an applicable reference point. Also, the labels add extra meaning and give categorization prompts. These keywords should be words that internet users are searching for. 

TB’s Take: 

This is potentially an exciting and interesting development in search for Google. It can help SEOs and content creators understand what it takes to show up for a page. Unfortunately, it’s probably going to be only temporary as Google has done experimentation like this before.

Let’s Talk Digital Marketing

Thank you for reading our January/February edition of Today’s Business’s 2021 Digital Marketing News and Updates. Google’s John Mueller and Gary Illyes were certainly busy with enlightening us so far this year, but chances are they aren’t done. Stay tuned for our next edition of news and updates.

Are you wanting to talk more about Digital Marketing? We’re always game. Contact us today with any questions, comments, or concerns you might have.

The post 2021 Digital Marketing News and Updates: March 1, 2021 appeared first on Today's Business.

When our leadership team made the push to implement work-from-home days at Today’s Business, we never could have predicted that our team would be working at home full-time. With all of the changes we are experiencing during this global pandemic, our team has taken this as an opportunity to find better ways to communicate, stay connected, and continue achieving our goals while at home. Below are 7 ways the #TBTeam has been able to remain a team during these uncertain times.

1. Team Huddles 

Every Monday we start our week out strong by bringing our team together for a morning huddle. Here we discuss internal updates, as well as successes we have been seeing with our clients. We also make sure to maintain project communication with our bi-weekly project huddles.

2. Virtual Meditations

Before working at home full-time, our Director of Digital Advertising, Raj, would hold morning meditations for our team 1-2 times a week. Now he leads a Zoom meeting every morning dedicated to meditation to help keep our team focused and ready for the day ahead.

3. TB Chats

From new recipes to photos of our kids, our TB General Chat is our team’s hub of good news and connection. We also have a chat dedicated to employee appreciation, so that—even during this crazy time—no hard work or good deed goes unnoticed. These chats bring positivity to everyone’s day.

4. Virtual Lunches

When 2020 rolled around, we made it a team goal for every employee to have lunch with everyone at Today’s Business before the year is up. To stay on track, we implemented a daily time slot where our employees can enjoy a virtual lunch together.

5. Virtual Workouts

With our company’s roots in sports, it is only fitting to keep our team moving and motivated through exercise. Since the pandemic started we’ve been providing our employees with virtual workouts 1-2 times a week.

6. Birthday Videos

We love celebrating employee birthdays at Today’s Business, so we found a way to keep the celebration going. By using a website that compiles a video with personalized messages from our team, our TB employees still get something special on their day.

7. Virtual Happy Hours

Once all the hard work is done and it’s the weekend, the #TBTeam kicks back on Friday after work on Zoom for a virtual happy hour. It’s on here where our team shares their latest Netflix binge or quarantine stories, and it’s always a good time!

In the face of challenges, our team at Today’s Business is only growing stronger, and we will continue to do so long after the world returns to normal. In the meantime, we will do our part to keep our communities safe and #StayHome.

The post 7 Ways to Keep Your Team Connected While Working From Home appeared first on Today's Business.

1. FOCO

Sports have always brought people together but now is a time where we need them to keep people apart. And FOCO is doing just that with their MLB #StayAtHome partnership. Not only have they created awesome shirts that will help spread the word about social distancing but they are giving away 30% of the net sales to Feeding America’s COVID-19 Response Fund. They also have created the official team face coverings to help stop the spread of coronavirus. 30% of the proceeds from the face coverings will be donated to charity. If you’re a sports fan and want to help give back, definitely check FOCO out.

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Officially Licensed NBA 3 Pack Face Covers from FOCO The CDC recommends a face covering while out in the public – FOCO has you covered! Shop adult and youth NBA/WNBA licensed face coverings on FOCO.com! … The NBA and FOCO will support Feeding America and Second Harvest Canada by donating all NBA proceeds from the sale of licensed face coverings … #goFOCO #teamFOCO #FOCOfamily

A post shared by FOCO (@focousa) on Apr 22, 2020 at 2:00pm PDT

2. Rhone

Rhone is a men’s activewear brand known for creating a great community of men who refuse to settle. Unity is stitched into the brand’s DNA. Anyone who is familiar with this brand knew they would find a way to help others during this crisis. And, of course, Rhone quickly found a way to help people stand together against COVID-19. Rhone has announced that it is donating 10% of all proceeds to Direct Relief, a humanitarian aid organization. Direct Relief allocates funds to different humanitarian needs such as the ongoing COVID-19 pandemic. Rhone is doing its part to consistently support growth physically, mentally, and spiritually. Join the Rhone crew in standing shoulder-to-shoulder against our common enemy.

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We care deeply about our customers, our teams, and the quality of our products and we are committed to giving back during this time. Better brands for a better world. Visit brandsxbetter.com (link in bio) for more information. Follow along at @brandsxbetter #brandsxbetter #wheninrhone #foreverforward

A post shared by Rhone (@rhone) on Apr 29, 2020 at 6:22pm PDT

3. Mizzen & Main

Not all heroes wear capes! Heroes in 2020 wear Mizzen & Main. Mizzen + Main understands that all of us have a role to play during the COVID-19 global pandemic. The brand is ensuring that we continue to help each other during this time of need. Mizzen & Main is offering 10% off site-wide and is donating 10% of proceeds to organizations like North Texas Food Bank and Feed the Frontline, non-profit organizations that help families affected by the pandemic and healthcare workers risking their lives for our sake respectively. If you’re a hero that can’t stand the standard hero uniform, grab your stylish superhero get-up at Mizzen & Main. Use coupon GIVE at checkout to help Mizzen & Main’s heroic efforts.

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How we’re working to support our community. A Message from our CEO: Like you, we are inspired by the countless stories of community outreach and support. Over the last few weeks, we have worked through the ways we can deliver meaningful impact during this time. We welcome you to join us. Now through May 1, we will donate 10% of the proceeds from our GIVE initiative to two local organizations: North Texas Food Bank, supporting local families in need. Feed the Front Line, a meal delivery program that feeds the healthcare workers risking their lives to fight the virus while supporting local Texas restaurants. And as a thank you, you will receive 10% off your purchase. It is important to us to use our product for good. In this pursuit, we have worked with partners to make 17,000 masks from our performance fabric to distribute to local essential workers. We will continue this effort by donating up to 45,000 more yards of fabric to be sewn into much-needed supplies. We are so grateful that, through your support, we are able to give some comfort to those in need of relief. With deepest gratitude and thanks, Chris

A post shared by Mizzen+Main (@mizzenandmain) on Apr 16, 2020 at 3:17pm PDT

4. Hydrant

Proper hydration is quintessential to life. The geniuses behind the perfectly concocted Hydrant – a hydration formula with delicate balance among water, magnesium, sodium, potassium, and zinc, have shown that true wisdom lies in supporting one another. Hydrant’s dedication to your health and well-being is evident in their support of the Mount Sinai Hospital in New York’s healthcare workers. Hydrant has donated 5000 packets of rapid-hydration formulas to the brave heroes fighting on the front lines. Not only that, healthcare workers who DM their Instagram profile get free hydration formula packets. Hydrant makes sliding into DMs that much more worthwhile.

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Thank you to all the healthcare professionals on the frontlines working around the clock to keep us healthy and safe during this challenging time. From the bottom of our hearts here at Hydrant, we cannot thank you enough for your efforts—we’re in this together!

A post shared by Hydrant (@drinkhydrant) on Apr 5, 2020 at 1:00pm PDT

5. KITU Super Coffee

Super Coffee is the ultimate morning pick-me-up. Now they are not just lifting your energy but are doing their part to lift up the lives of those in need. KITU Super Coffee is pledging to donate 3% of all proceeds to the Bowery Mission, a non-profit organization with a rich history of rebuilding lives. By purchasing KITU Super Coffee you can help stay sharp while also supporting others. Check out the details here.

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We’re so excited to share BRANDS x BETTER. We’ve teamed up with some of our favorite and like-minded brands to give back to those affected by COVID-19. For the month of April, we’ll be giving 3% of online sales to @bowerymission, an organization just down the block from our HQ office in New York City. We’ve also created a discount code site wide, so you can shop and create some positive energy with us

A post shared by Super Coffee (@drinksupercoffee) on Apr 1, 2020 at 12:40pm PDT

6. New Republic

New Republic is an affordable men’s footwear brand that is a part of the Menlo Club’s house of brands. The Menlo Club has built a very strong community by always providing value outside of just providing quality and stylish clothing. So when founder, Dee Murthy, saw what was going on he quickly pivoted his production team to start producing face masks in an effort to limit the spread of COVID-19. For every face mask they sell, New Republic is donating a face mask to their local Los Angeles community (specifically the West LA VA Hospital and local senior centers). Get your mask from New Republic here.

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We are doing what we can to ensure face masks are available to as many members of our community as possible. Stay safe and wear a mask.

A post shared by New Republic (@shopnewrepublic) on Apr 17, 2020 at 9:17am PDT

The post Brands Who Are Giving Back During the COVID-19 Pandemic appeared first on Today's Business.

As a former athlete leading a digital marketing company, I often find myself looking up to famous athletes like Lebron James and Tom Brady for the successes they’ve had with developing new brands and building up teams. From founding production and media companies to creating wellness programs and charitable foundations, it is no coincidence that former athletes often become such successful entrepreneurs. Being an athlete shapes a person to be able to make quick decisions, strategize, and overcome challenges⁠—all of which are important when taking on new endeavors. Here are five key traits that have helped me, as well as many other former athletes, with our entrepreneurial ventures. 

Work Ethic

If you’re not willing to put in the work, do not expect to accomplish anything. During my time in the NFL, my work ethic was put to the test. With strict workout regimens and drills, my mind was conditioned to push through challenges and accomplish my goals⁠—no matter how much time it took. That work ethic always stays with an athlete and ultimately helps them accomplish any goal they aim to achieve in life.

Teamwork

Becoming an entrepreneur often means leading a team of people to success. It means understanding how to motivate them, mentor them, teach them, and how to lead by example. The only real way to understand how to lead a team is to have had experience being part of one. This is where I can give credit to my athletic background for teaching me to be the leader I am today.

Goal Setting

Setting goals is the framework of success because every action you take towards a goal, big or small, gets you one step closer to achieving your dreams. Without direction, you are wasting time and energy, and odds are you’ll be going in circles instead of tackling challenges head-on. Being an athlete instills a motivation and an understanding that no great feat is accomplished without first setting goals.

Time Management

Every morning I get my day started at 4 am with a workout. From there, I plan and strategize for my company, employees, and clients. As a former athlete, I understand that time is valuable and, if you manage it correctly, you’ll be amazed at what you can truly accomplish in one day. If you are not managing your time properly, you are missing out on opportunities to succeed.

Continuous Learning

Everything in life is a learning experience⁠ and, to be successful, you need to actively be searching for new ways to learn and grow. In my time playing football, I was constantly learning new plays, new workouts, adapting to our opposing teams’ strategies, and so on. Now that I am running a business, I can’t tell you the number of podcasts I’ve listened to, books I’ve read, and mentors I’ve spoken to in order to get where I am today. To be ready to take on the business world, you need to be willing and open to learning as much as you can.

There is no doubt that the skills I have gained from my time as an athlete have set me up for success. Football has instilled in me a valuable gift and that I will not take for granted. After all, it has brought me to where I am today with a team that is ever-evolving and ever-growing.[/vc_column_text][/vc_column][/vc_row]

The post Why Some of the Most Successful Entrepreneurs are Former Athletes appeared first on Today's Business.

Working from home the past few months, I have begun to see how my home-life and work-life are connected. As both a father and a business owner, it has become clear to me that running a business and raising children isn’t all that different. Not only do they require some of the same skills, just as you want your children to grow up strong, healthy, and successful, you want your business to thrive and be prosperous as well. With another Father’s Day in the books, I have taken some time to reflect on some of the ways that becoming a father has made me a better leader.

Patience

Every parent knows that patience is key when it comes to raising kids. Keeping a level head and allowing your children to learn at their own pace not only allows them to feel comfortable with the process but teaches a valuable skill as well. The same goes for owning a business and building a team. Without patience, it is easy to make rash decisions that could be detrimental to your company. However, allowing time to develop your business thoughtfully creates an environment where your employees can do the same.

Empathy & Sense of Humor

Just as every father needs to find a balance between parent and friend, a leader of a company needs to find the right balance of boss and comrade. Let’s face it, no employee wants a dictator for a boss. Being a father has strengthened my ability to lead and guide, while also being fun and supportive. Spending time with my little girl has encouraged a sense of humor and positive temperament when things don’t go exactly as planned in my personal and work life.

Honesty

With my daughter, it is important to me to foster a relationship built on honesty, trust, and communication. I want her to know that I am there for her and I hope that she can develop these qualities as well. The same thing goes for leading a company. If there is no honesty and transparency, a company is bound to fail. How can you expect to get honesty back if you aren’t able to demonstrate that yourself? 

Discipline & Reacting to Mistakes

As a parent, a leader, and as a person, discipline is extremely important. Without discipline, children do not develop the direction and restraint they need to become productive members of society. Without discipline, a team and its leaders cannot be productive or accountable. Being a father has helped me understand productive forms of discipline, as well as the best ways to react to mistakes to build a company, rather than to hinder it.

Setting a Good Example

All of the traits listed above play an important role in setting a good example. With a little girl and another child on the way, I want to be a good role model for them. I strive to set a good example and this crosses over into my work life. The example I set in each environment may vary, but the core traits and values are there. I want my team to rely on me for support and as a person they can look up to, learn from, and trust.

Without a doubt, becoming a father has strengthened and developed many of my leadership skills. It has challenged me, surprised me, and has opened my mind up to many new experiences and possibilities. It has also helped me to create a family at Today’s Business. I am truly grateful for my amazing family both at home and at work.

The post 5 Ways Becoming a Father Has Made Me a Better Leader appeared first on Today's Business.