📸 New button.

The massive source code leak that could help your rankings, Instagram quietly drops a new action button, and more. January 30, 2023 [Read in browser]( [logo] [sponsor]( Happy Monday. Getting back into the grind can be difficult, but hopefully it’s not [Google Analytics 4 difficult](. And if it is, make yourself another cup of coffee or tea. You deserve it. SEO Yandex leak exposes ranking factors [article-image] If you do SEO, prepare for your biggest “eureka” moment yet… Yandex—the fourth largest search engine by market share—[had its entire source code posted online](, along with a list of all 1,922 search ranking factors. Welcome to anatomy class: The extensive list contains [tons of valuable information on how Yandex ranks content](. Factors include: - Age of links. - Traffic, plus the percentage of organic traffic. - Numbers. Apparently using them in your URLs can devalue your rankings. - Slashes. Also bad for rankings. - Plenty of factors related to user experience, like CTR, last-click, bounce rate, etc. … And many, many others. If you’re techy enough, [you can read the full list here](. So, how does this help my Google rankings? While they have their differences, Google and Yandex share many things in common, like using PageRank. Many of the text algorithms are the same, too. And that’s not even all of it. Yandex is being built as a “Google clone,” and lots of former Google employees work there—which explains why both platforms have about a 70% match when it comes to search results. Why we care: If you’re in SEO, studying these ranking factors could help you apply insights from the list to your own content. And because a lot of the source code is similar to Google’s search algorithm, you may find factors that will help you climb search results. Worth a shot. INSTAGRAM Wait, is that a new lead form? Did you see that? A new action button just appeared on certain Instagram business profiles… It looks like a [test for a new “lead form” option](, which would help you gather user details and generate direct responses on the platform. Tell me more: Until now, Instagram has offered three action buttons for profiles: - Order food. - Book now. - Reserve. This fourth button would allow you to add a lead form with up to three personalized questions. Very interesting… When it’s available: Nobody really knows. Instagram didn’t specify whether this is a test or not, and the lead form button hasn’t made Instagram’s official list of action buttons just yet. But more and more users are reporting they’re seeing the option – so check out your action button options to see if it’s already there. Why we care: If Instagram rolls this button out to all users, it would give brands and businesses a way to collect first party data like names, phone numbers, email addresses, etc. from potential customers. That would help you gather and repurpose some of your user data instead of relying solely on Instagram’s ad algorithm. It would also help you learn more about how your customers perceive your business by asking them specific questions or segment them based on their answers. Here’s hoping Instagram makes this new lead form button a thing. SPONSORED BY IMPACT.COM How to get affiliates, influencers & referring customers to do the selling for you [article-image]( Building an army of affiliates may be one of the smartest solutions to racking up sales, getting more traffic, and ranking higher in search engines... without any work upfront. But how do you find the right affiliates? And once you have them, how do you keep track of all their responsibilities, performance, and sales? Well, that’s why thousands of brands use [impact.com](. [impact.com]( manages and tracks affiliate sales so you can quickly and efficiently build an army of salespeople. Leading brands across the globe like Tui, Purpose Carrot, and Fanatics are taking advantage of its [single-click setup to incentivize, pay, and communicate with affiliates](. [impact.com]( makes it easy for you to: - Recruit from over a million partners. - Customize dashboards and manage campaigns. - Track traffic on all properties, across any device. [See how it works.]( CONTENT MARKETING Want success with B2B marketing? Diversify. [article-image] Imagine wasting all your efforts to rank on Google… only for an algorithm change to ruin it. Not good. But if you’ve built a following on a social platform or two, you won’t be that affected. That, fellow marketer, is what we call diversification – and it’s a crucial part of any marketing strategy. Diversifying your marketing helps you: - Reach the widest parts of your audience pool. - Boost engagement. - Test and find the best places to share and promote content. - Identify the style and type of content that resonates with your audience. [Foundation shared a ton of tips and examples]( for spicing up your promotional channels with different content. Here are a few of the best ones: #1 – Don’t rely on the blog only. Repurpose your long form content to increase exposure to your branded content, build a following, and boost brand awareness. For example: - Repurpose existing content into different formats. The most time efficient way to reach a wide audience? Turn that blog post into a video or a Twitter thread. - Create video content. Videos are engaging, stick in people’s memories longer, and are generally the most popular content format. - Create infographics and insightful images. These can help you explain complex topics, trigger curiosity, and more. They are also quite shareable. - Launch a podcast and interview series. If successful, you can establish your brand as an authority on the subject, promote it, and entertain and educate your audience. These are just a few suggestions. Be creative when diversifying – it works. #2 – Get other people to contribute. Collaborating with experts helps you demonstrate authority on your website, and Google loves that. It can also get more eyeballs on your content. Experts can promote the content on their own social media channels, record videos about your product or services, and so on. #3 – Maintain your presence on important channels. By presence, we mean brand persona: sharing behind the scenes, company insights, client interactions, and more. The only thing remaining is finding the right distribution channels for diversification. And you can only do that by observing, analyzing, testing, and making informed decisions. Just remember to avoid putting all your eggs into one B2B basket. That’s how you’ll stay antifragile. SPONSORED BY STORYBLOCKS Stop the scroll and save valuable time creating with Storyblocks [article-image]( You’re busy. And you need to create content that works when you're short on time and resources. [Storyblocks]( is a subscription-based rapid video creation platform that creators use to save time and money on video production and create content faster. With flexible, budget-friendly subscriptions, Storyblocks gives you unlimited downloads of over a million 4K/HD footage clips, templates, sound effects, and more all royalty free. Plus you get built-in easy-to-use editing tools and intuitive plugins. [Get started at just $30 a month with Storyblocks.]( THE CREW’S INSIGHTS Does “odd-even” pricing even work? [article-image] Ever heard of “odd-even” pricing? The idea goes that people associate odd numbers with bargains and even numbers with quality. We’ve seen this principle repeated ad nauseam, though few articles about the theory link any real evidence. So, we did our best Poirot and decided to investigate. As it turns out, although the odd-even pricing theory has become ubiquitous, there aren’t many relevant studies out there. And the studies that do exist—[like this one](, [this one](, and [this one](—tell us fairly basic information: - People are more likely to buy a $1.99 product than a $2 product. - People are more likely to remember price increases with even numbers. - People are highly individual with price preferences: some will almost always prefer odd numbers while some will almost always prefer even numbers. Also, many of the studies that form today’s marketing knowledge were conducted decades ago, long before the era of mainstream e-commerce. So, that theory you’ve been told about like it’s hard science? There’s not much recent, robust evidence to back it up. Truth is, pricing is complicated. And while it’s easy to distill eye-catching tactics into short, Twitter thread-able insights, things aren’t always that simple. The Crew’s insight: Pricing tends to be product, brand, and individual-dependent. Want your own answer to the odd-even pricing tactic? Try A/B testing odd and even prices for your products, and pick the one that pulls a higher conversion rate. Any other common marketing theories you want us to dig into? Reply to this email and let us know what we should investigate. ROUNDING UP THE STACK [PERSUASION TECHNIQUES:]( You can secretly influence 95% of a person’s decisions. All you need are the biases that con artists have exploited for thousands of years. Just use them ethically, and you’ll boost revenue. [Join Stacked Marketer Pro for just $7 and get the biases now.](* [E-COMMERCE:]( Love is in the air – and so is money, apparently. US consumers intend to spend almost $26B this Valentine’s Day. That’s $2B more than last year. Millennials alone intend to spend $300 on average. You know who to target… [GOOGLE](: Time for a redesign. Google seems to be trying out a new look for its “Trusted store” program, replacing the original colorful pin with a blue, ribbon-like icon. Looks good. Let us know when you get yours. [ARTIFICIAL INTELLIGENCE:]( Whoa. Google’s new AI tool turns text prompts into music. The first examples are terrifyingly brilliant and include new melodies and rhythms based on prompts alone. Won’t be long before we see similar tools used for ad creation. *This is a sponsored post BRAIN TEASER When will water stop running down hill? You can find the [answer here]([.]( [poolside-logo] POOLSIDE CHAT How to have fun in a ski-resort if you’re a non-skier [article-image] Sooner or later, we all find ourselves pulled into an event or activity we’re just not into. … Like ending at a ski resort when you don’t ski. You may not have the skills for zipping down mogul fields, and you might not understand what “steez” or “pow” means… But, [as this list proves](, it doesn’t mean you can’t have a grand time at the ski resort anyway. While everyone rides the lifts and hits the slopes, you can: - Experience a bunch of other mountain activities. Like fat biking! - Explore nearby towns. - Relax, recharge, and simply enjoy the downtime. - Read Stacked Marketer. Later on you can join everyone else for some fun après-ski. Sounds like a plan! SHARING IS CARING How about getting Valentine’s Day holiday marketing tips worth $99 for $0? It’s easy. All you have to do is get four people to subscribe to our newsletter. That’s literally it. Just share the link below with other smart marketers, CEOs, and entrepreneurs, and you’ll earn access to The Ultimate Holiday Marketing Deep Dive. Takes 30 seconds! [article-image]( [CLICK TO SHARE]( Or copy your referral link: [ [SUBSCRIBE]( | [SM PRO]( | [ADVERTISE]( You are receiving this email because you want to know what is going on in digital marketing. If you aren't thrilled about our emails, reply and let us know why. Or you can unsubscribe from all daily updates by clicking [here.]( Our postal address: Spectrum IT Solutions GmbH, Canettistrasse 1/Top 0107, 1100 Wien, Austria