THE BIGGEST SEO MISTAKES DAMAGING WEBSITES IN 2020: SEMRush analyzed 310 million web pages, 28 billion links, and 6 trillion images to uncover the most common SEO mistakes of 2020. From duplicate content to indexability and under-optimized meta tags, common SEO blunders continue to work against those fighting for Google’s top spots. Of the biggest errors in the report, nearly 51% of websites face duplicate title tag issues, 62% have indexability errors, and 48% have 4xx (like 404) errors.
Why you should care: Resolving SEO mistakes doesn’t have to be a daunting task if you know what needs to be optimized and can communicate that to the right people. If you’re an enrollment marketer spending time optimizing content, performing keyword research, and writing content with purpose, you should also make sure the webpages you’re publishing that content on don’t have other underlying SEO issues.
FACEBOOK CAMPAIGN OPTIMIZATION NO LONGER MANDATORY: Back in February, Facebook announced that it would mandate Campaign Budget Optimization (CBO), forcing advertisers to manage ad spend and daily ad budgets at the campaign level instead of the ad set level. Thanks to advertiser feedback (and probably plenty of complaints), Facebook has backtracked on the mandate, instead making CBO optional.
Why you should care: CBO is perfect for enrollment marketers new to the advertising game or who just don’t have the time to check Facebook Ads on a daily basis. Tell Facebook your budget, turn on CBO, and you’ll have your dollars spending in an optimized fashion. But seasoned advertisers who live and breathe advertising realize that while CBO might result in the greatest number of leads/landing page views, it might not generate the highest quality leads or landing page views. For people with experience, forgoing CBO and optimizing ads manually may be a better option.
ARE STORIES COMING TO LINKEDIN?: Instagram, Snapchat, and Facebook Stories are highly popular and now, LinkedIn is trying to figure out how to bring stories to the business professional audience. Back in 2018, LinkedIn tried something similar to Stories (ever heard of Student Voices?), but it didn’t stick. Many are suggesting that LinkedIn’s new stories will appear much like other social media platforms’ stories, which could be a great opportunity for marketers.
Why you should care: While we don’t exactly know what LinkedIn Stories will look like, we do anticipate it being an engaging avenue for schools to promote thought leadership, adapt blog content, and even share videos, especially for schools with graduate and adult learner program offerings. With the right tone and content for business-minded professionals, enrollment marketers can use LinkedIn Stories to reach a highly targeted audience, such as individuals who work in certain fields who could benefit from a graduate degree program.