Google is refusing to take the bait any longer, Shopify is the ultimate matchmaker and British Gas is under the weather

December 11, 2023



Google is refusing to take the bait any longer, Shopify is the ultimate matchmaker and British Gas is under the weather
Google has a new algorithm update - again.

Google has launched a ‘helpful content update’  to tackle content that has been primarily created for ranking well in search engines. The new update will make it easier for users to find helpful content made by, and for, people, by:

- Making sure that unoriginal, low quality content doesn’t rank highly in Search.
- Tackling SEO spam by ranking keyword stuff content lower.
- Encouraging better quality content to be produced so it’s easier to find the answer you’re looking for.
- Improving on last year’s update related to ranking better quality product review content.

In its announcement, it explained that “many of us have experienced the frustration of visiting a web page that seems like it has what we’re looking for, but doesn’t live up to our expectations. The content might not have the insights you want, or it may not even seem like it was created for, or even by, a person.”

(Cough - we’ve experienced it because of your original algorithm - cough. You dangled the carrot. cough).

The move is part of a broader, ongoing effort across Google to encourage creators to put people before search engines, with the latest update designed for people-first content that delivers on quality, while also utilising SEO best practices to bring searchers additional value.

Introducing Shopify Collabs

Shopify has launched a new shoppable content feature which aims to connect creators with the platform’s millions of merchants.

Shopify Collabs will allow creators to easily discover and partner with merchants, empowering them to build curated shops that reflect their own interests and passions, all while accelerating their path to entrepreneurship.

“With Collabs, we’re bringing brands and creators together, making it simple for creators to monetize while giving merchants a new sales and marketing channel at a time when acquiring customers has become increasingly difficult and expensive. For consumers, that will mean hearing about the world’s best independent brands and products from creators they trust,” it wrote in its press release.

The new feature is part of Shopify’s goal to bring economic independence to a new generation of entrepreneurs  and cement itself as the creator’s commerce platform of choice.

Despite the size of the total creator economy, which is estimated to be worth over $100 billion, most creators struggle to make money and become independent, with only 4% of creators making content full time. But by making it easier for them to discover financial opportunities and partnerships, Spotify hopes to give every creator the chance to monetise what they love.

British Gas Brand Health Worsens

The symptoms? Poor value for money. Questionable quality. Lack of satisfaction. Bad impression.

Sounds like a bad case of poor brand health.

According to YouGov’s BrandIndex tool, the reputation of British Gas is in long-term decline as customers struggle with the worsening energy crisis.

The company’s index score - the measure of overall brand health, among its customers fell from 16 points between 1 January and 1 August, from a score of 17.9 to 1.9.

But it didn’t fare any better among the public as a whole, with its score dropping from a neutral 0.0 to -9.3 over the same period.

Meanwhile, customers’ impression of the brand -  a measure of overall sentiment -  fell from a score of 23.4 to 10.5 and value for money perceptions dropped an enormous 19.6 points downwards, from -3 to -22.6.

But British Gas isn’t the only energy firm struggling with its brand health. Analysis by Marketing Week earlier this year found that all of the big six companies have seen their index scores fall dramatically since July last year, when energy prices first began to soar.

Bed rest and lower energy prices should do the trick.

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