News and insights • Posted on 02 November 2021

The Captain's log: Insights from below deck November 2021

With Halloween fast approaching, we’ve been keeping our eye out for any spooky omens in the digital marketing industry to help our clients avoid a scare.

As a fully integrated agency, we’re always staying ahead of our clients’ industries and ensuring opportunities are seized with both hands. 

Here, our expert crew shares a collection of industry insights from October, some of which could mean big things for your business!

Google implements continuous scrolling for mobile

Results on the second page of Google drive significantly less traffic than those on the first, making the top positions extremely sought after. Now, Google is introducing continuous mobile scrolling, which automatically refreshes results when the user scrolls to the bottom. This essentially means that there is technically no first or second page and should result in increased CTRs for websites not in the top 10 of search results. This is amazing news for the traffic and conversions of SME websites. The feature is only currently available in the US, but I expect the UK to not be far behind.

Andy McCaul, co-founder and managing director

Instagram enables collaboration 

Ever wanted to post the same content as a friend but haven’t wanted to post at the same time? Well, Instagram has now added collaboration options for feed posts and reels, which will allow the post to feature on both profiles. This means content is faster to share across two separate audiences. A brilliant new feature to support maximising reach among connections in common.

Grace Lenihan, social media strategist

Improved detail for search quality rater guidelines

Earlier this month, Google updated its search quality rater guidelines to build out further understanding into its definition of the Your Money or Your Life (YMYL) category – namely, a heftier list of ‘groups of people’ that could feel attacked by others, clear up what constitutes lowest-quality content and hone in on ‘upsetting-offensive’ content. 

The guidelines document is updated every so often and outlines criteria or elements that search quality raters (more than 10,000 people all over the world) use to rate the page quality of a website. Google maintains this isn’t ‘a ranking factor’ but the raters’ results influence Google’s algorithm and indicate the quality of returned results in the SERPs. 

This update, according to Danny Sullivan, Google’s public liaison for search, has been particularly about ‘refreshing the language for clarity’. 

Interested to learn more about how your content is reviewed by search quality raters? Head over to Google’s blog for an overview of rater guidelines

Carrie Webb, head of content

Appointing a mental health first aider

As an advocate of mental health awareness and good mental health, TBB enabled me to attend a training course to become the designated mental health first aider. I learned about the most common causes and types of mental ill health, how to spot a person who may be suffering, and what to do if I feel a colleague needs or asks for support. This is one part of a wider company project to improve our mental health support and understanding, working with other organisations such as Andy’s Man Club and sourcing more materials for the team to access.

Ewan Burkinshaw, SEO manager

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Written by Alice MacLaverty

Resident wordsmith Alice is dedicated to creating top-quality content that turns heads, builds audiences, gets clicks, and makes money.

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