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In This Episode…
In this week’s episode of The Dojo, Tim Cameron-Kitchen, Jess Percival, and Dale Davies dive into the secrets of virality, what’s happening with Google’s November 2024 core algorithm update, and how to make the most of gift guide season.
If you’ve ever wondered how to create content that gets people to click, or you’re worried about staying relevant amidst Google’s constant algorithm tweaks, this episode is for you. We’ve distilled all the key takeaways so you can start applying them to your campaigns today — no fluff, just actionable advice.
What You’ll Learn
- How to tap into emotions that increase your content’s viral potential
- The best times to post on social media to maximise engagement
- How to create compelling headlines that make people say, “Oh wow, that’s interesting!”
- What to do if your website is impacted by a Google core algorithm update
- How to make the most of gift guide season — and why niche is king
Timestamps
- 00:00 – Welcome to The Dojo by Thinkplus
- 00:22 – The Secrets to Going Viral
- 16:51 – It’s Gift Guide Season
- 34:33 – Everything We Know About the November 2024 Core Algorithm Update So Far
Deep Dive Breakdown
Topic 1: Secrets of Virality Revealed
Tim shares findings from Fractl, a company that’s studied viral content on Reddit since 2013. Their research reveals that certain emotions are key to making content go viral — and the surprising news is that positivity wins out. Positive emotions like curiosity, amazement, and admiration are more likely to trigger virality than negativity. Timing is also crucial, with evenings and weekends showing the highest engagement.
Beyond emotions, themes like triumph over adversity and good vs. evil frequently appear in viral posts. Knowing these ingredients can help you craft content that’s statistically more likely to gain traction. Tim also tested viral vs. boring headlines with Dale and Jess to highlight just how much a headline can impact clicks.
Key Insights:
Emotions Matter Most
- Finding: Content expressing positive emotions, especially curiosity and amazement, has a higher chance of going viral.
- Explanation: People are drawn to content that makes them feel good or sparks curiosity, leading to more shares and engagement.
Timing and Themes Are Crucial
- Finding: Posting in the evening and on weekends yields significantly higher engagement on Reddit.
- Explanation: Timing matters because it aligns with when users are most active, increasing the chance your content will be seen.
Topic 2: Google’s November 2024 Core Algorithm Update
Dale shares his thoughts on the latest Google core algorithm update, explaining that the full impact will take about two weeks to materialise. Many marketers panic when they see ranking drops, but it’s important to take a systematic approach rather than react immediately. Google’s updates often focus on content quality, link quality, and user experience.
Dale introduces his “Three A’s” framework: Audit, Assess, and Action. This step-by-step approach helps you understand if there’s anything on your website causing drops, or if it’s just a normal algorithm fluctuation that’ll correct itself. Staying calm and taking logical steps is key to managing SEO changes effectively.
Key Insights:
Audit, Assess, Action
- Finding: The best response to a ranking drop is to audit your site, assess the data, and take action based on your findings.
- Explanation: This structured approach ensures you don’t miss crucial issues while also avoiding unnecessary panic or knee-jerk reactions.
Topic 3: Making the Most of Gift Guide Season
Jess highlights how businesses can leverage gift guide season for link-building, SEO, and brand awareness. While traditional gift guides are great for partnerships with publications, creating your own can also be a game-changer. The trick is to get specific and creative — think “gift guide for the Apple fan who has everything” rather than a generic “gift guide for Apple fans”.
Jess also talks about the importance of E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) in gift guides. Adding personal experiences, detailed product testing, and unique recommendations can make your gift guide stand out in Google’s eyes and improve your chances of ranking.
Key Insights:
Niche Gift Guides Work Best
- Finding: Targeting a niche audience with specific interests makes your gift guide more appealing and less repetitive.
- Explanation: The more tailored the content, the more likely it is to resonate with a particular group, leading to higher engagement and shares.
Essential Takeaways
- Positive emotions like curiosity and amazement significantly increase content virality.
- The timing of your posts matters — evenings and weekends work best.
- Audit, assess, and take action before panicking over ranking drops.
- Niche gift guides are more effective than generic ones for engaging your audience.
Resources Mentioned
Next Steps
Next 24 Hours:
- Review recent headlines of your content and rewrite them through a “viral lens”.
- Audit your website’s SEO performance using Google Search Console or similar tools.
Next Week:
- Experiment with different times for posting your content on social media.
- Start drafting a niche gift guide tailored to a specific interest group.
Next Month:
- Assess your recent content performance to see if changes in headlines or posting times have improved engagement.
- Implement E-A-T elements into your gift guides and product pages to boost credibility.
