What happened in digital marketing in 2021?

Posted on December 29, 2021

 

At the end of what has been a big year with a large number of updates in the digital marketing industry, including many Google algorithm updates and the effects of iOS 14, let’s explore the main trends and updates in the industry in 2021.

Search engine optimisation (SEO) updates

This year has brought no fewer than 12 significant algorithm updates from Google, with a large focus on user experience and content.

The big SEO news this year has been Google’s Core Web Vitals algorithm. Ever since it was announced in 2020, many digital marketers have focused on improving their websites’ user experience. The long-awaited algorithm update was released in June, with three main metrics to optimise to make sure that users have a good experience: First Input Delay, Largest Contentful Paint, and Cumulative Layout Shift. You can also read about the importance of page speed for your website here.

Another update to have happened this year that has affected the clickthrough rate of many websites is the Page Title Rewrites, released by Google in August. This saw Google rewriting some websites’ pages title if they thought they could be better than the meta titles already on the site. After many complaints, however, Google scaled back these changes in September.

Facebook Ads updates

Facebook Ads this year has continued to be impacted by the iOS 14 update released in September 2020. This update affected digital marketers due to the update impacting on how Facebook could receive and process any conversion events set up in Facebook Ads. For example, the data about how many purchases have been made through a Facebook advertising campaign was being affected as some conversions are not shown due to users opting out for privacy reasons. You can read more about the update here.

If you would like to grow your business’s online presence in 2022 through digital marketing, get in touch with the team at Engage Web to discuss a campaign to help you to reach more customers.

  • […] our blog last week on how the industry has developed in 2021, we thought we would follow on from this by covering any […]

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