[THE LATEST] Google updates ranking signals, what is the purpose of marketing, and why exact-match keywords are becoming less important

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Google updates ranking signals, the true purpose of marketing, and the evolution of keywords...this is THE LATEST! 🗞️ Extra, extra! Read all about it!  How will Google's search rankings look different in 2021? Here's what new factors will play a role in how your content gets found. Marketers, it's time for soul searching: How does marketing fit into the revenue goals your company has — and how should that change team structure going forward?  Are exact-match keywords losing their SEO importance? Does Google's BERT update change the importance of having exact-match keywords in your content? 👋 Right now you can get tickets to our final virtual event of 2020, a two-day video spectacular called Video Sales & Marketing World tickets for just $45 using the code BOARDWALK.  Hey everybody! Stephanie's newsletter issue on Tuesday got me curious. It seems like every day there's something to celebrate. The skeptic in me thinks these are just shameless promotions. I mean, today is national caffeinated soda day. Is anyone else suspicious that the beverage industry might have had a hand in that? 🤔 Anyway, I'm choosing to focus on another celebratory occasion today: National Play Monopoly Day. Or, as it could alternately be called: National Start a Three-hour-slow-simmering-family-argument Day.  When I was a kid, my Monopoly strategy was simple: Boardwalk and Park Place. I couldn't be concerned with any of the plebeian, ramshackle properties on the rest of the board. Oh no, I was going to save up to buy the two biggest, ritziest squares out there. Then, I'd bide my time, slowly building a two-property empire with exorbitant prices that were sure to take a family member out of the game if they were unlucky enough to land on them.  "Oh, welcome to Boardwalk, mom. I hope to enjoy your stay!" (add maniacal laughter). via GIPHY Of course, this strategy didn't always work. I'd often get raked across the coals at my brother's Marvin's Gardens, a fine upper-middle class establishment with pleasing water views (if you like that kind of thing), or fall victim to the more bottom-shelf Vermont Ave. in the light blue neighborhood where you'd probably not want to leave your car overnight.  Sometimes I'd even have to take a ride on the Reading Railroad. Ugh.  Whatever strategy, whatever house rules you use, Monopoly is an American classic. And the good folks at Hasbro (formerly it was Parker Brothers) have probably conceived of this day to remind us that board games can still bring people together, even as we bleed our loved ones dry with high rents and spurious banking activities.  Enjoy the day and play a game of Monopoly! But no one else gets to be the top hat. That one's mine. 🎩 In the Monopoly spirit, you can get tickets to our upcoming two-day virtual event, Video Sales & Marketing World for just $45 (currently $99) using the code BOARDWALK. This event will teach you why video will be vital to your sales and marketing strategy in 2021 and exactly what you need to do to be prepare. So roll the dice and land on your $45 ticket with the code BOARDWALK. Now onto today's issue of THE LATEST... 💻 Google updates search ranking signals (4-minute read) When Google makes a change to its ranking factors, everyone notices. Recently, the search engine giant announced that Core Web Vitals will become ranking signals in May, 2021. This means that three new metrics relating to load time, interactivity, and visual stability will be factored in to page rank. Creative Lead and all-around unicorn Christine Austin explains what Google's announcement means, and how you can prepare your site for the searchers of tomorrow. 🔎 Related resources: Slow page speed affects site performance and hurts search rankings 5 ways to improve load time with mobile-first indexing in mind 📕 What is the true purpose of marketing? (8-minute read) It's at the root of all we do. Rather than getting lost in the Why are we all here? weeds, this insightful piece focuses on the purpose of marketing in today's modern professional landscape. This means looking closely at the way marketing fits into your business' larger objectives. Editorial Director Liz Moorehead dives deep into the how and the why behind the work we all do each day. 🔎 Related resources: Marketing vs. advertising: What's the difference? What is inbound marketing? (definition and examples) 🎯 Do exact-match keywords still matter? (2-minute read) Short answer: yes, but their importance keeps diminishing. Google's John Mueller was recently asked if, with last year's roll out of the BERT algorithm update, exact-match keywords are still essential to high rankings. More and more, search engines are focusing on the intent of the searcher, even if that's not reflected verbatim in their search. Director of Operations Kaitlyn Petro breaks down the most recent Google updates, and what you need to know.  🔎 Related resources: In SEO, what is intent research? (definition and examples) SEO strategy mistakes: Top 7 ways you're killing your rankings 🎧 New podcast episodes Hot off the press, here are our newest releases:  How to (finally) nail sales and marketing alignment Ft. Darrell Amy (Inbound Success, Ep. 169)  Getting started as a first-time content manager (Content Lab, Ep. 49) ICYMI: our most recent episode of the Hubcast (Ep. 265) 📆 Mark Your Calendar: Upcoming virtual events to wrap up the year and prepare for 2021 Video Sales & Marketing World 2020 is our final virtual event of the year. This two-day video spectacular (Dec. 8 & 9) will feature never before seen content on how to be successful with video in your sales and marketing in 2021. (Use the code: BOARDWALK to save $$$) 📹 Our friends at Drift are also hosting a virtual event the day after ours! Make it a week of inspiration and learning by signing up for RevGrowth, a FREE virtual event on December 10. Check it out, the speaker lineup is on fire. 🔥  Want to be among the first to hear about all our 2021 events? Make sure to sign up for updates.  🌶️ Hot topics in Elite IMPACT Elite is our exclusive Facebook group for the brightest minds in digital sales and marketing. Here's a recent discussion that caught my eye for those who work in non-profits: Has anyone done an effective virtual auction (or other fundraiser) for non-profits they work with? Pamela wants to know! 😜 Weeklong nonsense With everything going on in the world, you now get nonsense in every single issue of THE LATEST... For all you procrastinators out there... Adios! 👋 John Becker Revenue & Features Editor jbecker@impactplus.com Manage Preferences | Unsubscribe Sent with 💙 by IMPACT  470 James Street, Suite 10, New Haven, CT