Other types of channels are easier to build, but at the same time the brand depends on them and is vulnerable. Let's look at two examples from the world of earned channels.
Google constantly updates its search algorithms. In January 2020, it introduced the core update, which drastically reduced traffic to many websites. Moz.com reported that Orbitz.com lost 57% and Reddit.com 28% of their unpaid visitors in three days.
In August 2023, Google announced that it would reduce HowTo and FAQ rich snippets in the SERPs. However, FAQ rich snippets used to attract the most clicks. So, after years of optimization, websites and search engines have lost an important source of organic traffic in just a few days.
Another example from the paid world: Starting November 1, 2020, Google Ads has charged new fees for some countries : Turkey and Austria 5% and Great Britain 2%. The fees are added to the normal cost per impression and advertisers in these countries suddenly have to pay significantly more.
Another example of a reliance on a third-party platform from a austria phone number data different area is Shopify Reunite, an update that added significant functionality to the Shopify e-commerce solution, such as installment buying, the new page builder, multi-currency, and more. Shopify has sunk development companies that developed apps with these features and offered them on the Shopify App Store.
These situations can be avoided by creating your own channels and diversifying channels and platforms.
The following table summarizes the advantages and disadvantages of each channel.
Content distribution reduces costs per reader. Effectiveness = total cost of content ÷ number of readers. The formula illustrates the increase in overall content marketing effectiveness through distribution.
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