The Digest: Elements for SEO success, Qantas takes off in a fresh direction & gated content

All the news that's fit to click. Week of 1st June, 2015.

ELEMENTS FOR SUCCESSThe periodic table of SEO success factors: 2015 edition now released - Three new elements join the table: Vertical Search, Direct Answers & HTTPS. Mobile & Structured Data among factors that get weight increases.A NEW AD-AGEVivid Sydney, Kathmandu and Crown take up Instagram carousel ads - Carousel ads were announced earlier this year and allow advertisers to include multiple images within an Instagram post as well as a link to their website that users can swipe through.FRESH DIRECTIONQantas focuses on its people - Qantas will progressively launch a new series of digital, print, social, below the line, out of home and in-terminal advertisements and videos celebrating Qantas staff, the work they do and the unique way in which they do it.LET'S GET CULTURALThe battle for customer attention starts with a company's culture - The worst way to try to reach your target audience in today’s digital, consumer-led world is to try to sell yourself directly.GATED COMMUNITIESHow do you use gated content without pissing people off? - Would you give us your email to read this piece? That’s a question many marketers are grappling with these days, and there are no easy answers.VIDEO KILLED THE YOUTUBE STARHow Facebook's video-traffic explosion is shaking up the advertising world - Facebook’s video traffic has reached 4 billion daily views, making the social network YouTube’s first real rival in online video—and an even tougher contender in the battle for digital ad dollars.THE TIES THAT BIND USHow PR can strengthen its bond with marketing - As C-level managers demand more accountability from their PR departments, communicators increasingly are trying to take their lead from marketing when it comes to measuring activity and demonstrating value.