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Weekly Wrap-Up #4

Posted by VerboliaSeptember 24, 2021

If you want to keep up with the news, you have to acknowledge that the Internet has changed the game considerably. Today, to quickly access information, it is much easier to consult a website than to buy a paper version.

However, with the multitude of online media sites, both general and specialized, it can be difficult to find your way through the sheer flow of information. Each edition of our Weekly Wrap-up contains a selection of the most interesting and trending news in SEO, e-commerce and digital marketing.

Let’s take a quick look at the most popular topics in the industry this week:

  • Optimization vs Innovation in global e-commerce,
  • Oracle launches new AI-enabled system,
  • Screaming Frog releases its “marshmallow” update,
  • Semrush announces integration with cloud-based platform,
  • Sistrix analysis of Core Web Vitals.


Optimization vs Innovation in global e-commerce

📸 Unsplash

The pandemic has shown businesses across the world that the ability to pivot and adapt to change is crucial to survival. Brands like Topshop and Debenhams, which were too slow to adapt, learned this the hard way. As a result, three-quarters of companies have made innovation one of their top three priorities this year.

Speaking to Business Reporter, Paul Lynch, Vice president and General Manager of LiveArea, a Merkle company for Europe, explored the differences between innovation and optimization for e-commerce players.


Oracle launches automated AI-driven system to generate leads

Oracle has announced the launch of a new system called the Oracle Fusion Marketing System that uses artificial intelligence (AI) to help automate some crucial parts of digital marketing campaigns.

The system will focus on automating aspects of B2B campaigns rather than B2C. The system is expected to automate lead generation and qualification while allowing marketers to run campaigns that span across multiple marketing and advertising channels.


Screaming Frog SEO Spider Update – Version 16.0

📸 Screaming Frog SEO Spider

Screaming Frog SEO Spider is one of the most popular tools used by SEOs around the world. It is a fast and advanced SEO site auditing tool. It can be used to crawl both small and very large websites, where manually checking each page would be labor intensive, and where you could easily miss a redirect, a meta refresh or a duplicate page issue.

On September 22, they released their latest update to SEO Spider. Codenamed “marshmallow”, the update improves Java script exploration and analysis with the introduction of a new user-friendly custom crawl overview export for Data Studio.


Semrush announces integration with

Semrush, a SaaS platform for online visibility management, today announced its integration with, a cloud-based business operating system.

The integration will enable companies to create data-driven marketing workflows to more effectively manage the health and visibility of a website.

Marketing teams will be able, for the first time, to automatically incorporate their valuable online research data into They will be empowered to easily turn real-time keyword information into action plans and collaborate on SEO and content marketing tasks, all from within


Are Core Web Vitals an essential ranking factor ?

Twenty years ago, it was very challenging to integrate keywords into your content. Google would match queries to the corresponding word strings in the content, and then offer the best of that content to the user.

Today, it would be meaningless to try to enhance exact match keywords. Google now understands the intent behind (almost) every question. One thing we know for sure is that it will only get better over time and user’s experience will be more important than ever before.


Core Web Vitals are metrics that evaluate a user’s experience when loading a web page. Now that Google’s page experience update is complete, the effects are visible in the search results.

In their latest blog article, Sistrix analyzes these metrics and examines the importance of core web vitals for ranking in Google SERPs.