3 New Google Tools and Features That Could Impact Your Fitness Marketing Efforts
Much of the emphasis with Google is on SEO. However, Google makes a variety of changes to its general and local search listings, as well its advertising tools, which impact your fitness marketing efforts beyond search performance.
This article highlights recent and expected changes in 2017 that could affect your fitness center’s marketing strategies.
Local Phone Listings Included with AdWords Extensions
In early January, Google informed AdWords users that it was going to begin displaying local phone numbers in location-based advertising extensions through its maps and local finder results. This may seem like a minor issue, but if your fitness business operates regionally or nationally, it could impact your marketing communication and tracking strategies.
Some chains prefer to have prospect calls start through a call center. Doing so allows for better control over communication on the first contact with a prospect, and easier tracking of the path that prospects go through. When calls get converted into store or online visits, you can monitor them. The concern among some companies is that Google automatically pulling local numbers from its directory listings will get in the way of this preferred central call center approach.
Google is considering alternative resources to assist businesses in tracking local AdWords call conversions. If you prefer to avoid a local number listing for your fitness company, you can opt out of the change.
Prestitial Popup Ads Devalued on Mobile
In an effort to beef up the user experience on the most-searched platform, mobile, Google is devaluing websites that hit referral traffic immediately with pop-up ads. If you have relied on pop-up ads to connect with mobile searchers as part of your fitness marketing strategy, you need to evaluate the risks to your search performance.
This algorithm change only impacts sites that immediately execute such ads, and it doesn’t apply to desktop traffic. You can deliver ads to people as they transition from an initial entry page to a second page in their site visit. This approach is often desirable anyway, as it allows users to get comfortable and familiar with your business and offerings before being targeted by ads.
New Image Compression Targets Google-Plus Users
Despite boasting a relatively large user base, Google+ is often an afterthought in the world of social media marketing. Leveraging its clout, Google sometimes offers high-priority tools that are only accessible to Google+ users. This strategy is being applied with the January launch of Google’s new Rapid and Accurate Super Image Resolution (RASIR) technology.
Google claims RASIR allows image smartphone users to achieve 75 percent lower bandwidth utilization while amplifying image quality. The goal is to allow people to experience powerful photos even with lower-quality, smaller-sized image versions. Though this technology is going to be added to other applications, Google is integrating it exclusively on Google+ to appeal to members.
Given the importance of capturing experiential images in fitness marketing, this resolution technology could impact your ability to offer high-quality photos on social media. Keep tabs on when this capability is offered across more social apps.
Keeping up with Google is always smart when you are in the fitness marketing business. SEO and social media have become critical components of digital marketing, and Google constantly makes changes and offers new tools that you need to track and use.
As a digital marketing specialist helping fitness marketing partners, Response Mine Interactive stays in the know. Contact us to discuss your fitness marketing plans.