@annstanley

What’s New in Google & How
Should Companies Really Use
Search?
By Ann Stanley
ann@anicca.co.uk
www.anicca.co....
About Anicca?
•
•

•

@annstanley

Formed in 2007 we now have a team of 15 in Leicester
Technical experts in:
• Search mar...
@annstanley

Introduction

3
@annstanley

Growth in Digital

IAB/PwC - UK Digital Adspend Hits Record 6 Month High of £3bn (Oct 2013)
• Digital Ad spen...
@annstanley

The importance of search!
£1,527 million was spent on search in the first half of 2012. Source: IAB/PcW

Adve...
@annstanley

Google results for [luggage]

Pay per click
ads

Organic or
natural search
results

Product Listing
ads (paid...
@annstanley

1) Organic search (SEO)

7
@annstanley

What is SEO?
“The goal of many of our ranking changes
is to help searchers find sites that provide a
great us...
@annstanley

Background to Search Engine
Optimisation (SEO)
SEO can be split into two main areas:
•

On page Optimisation:...
@annstanley

Google Venice Update

10
@annstanley

Local and Google+

11
@annstanley

Localised results

12
@annstanley

Local listings

13
@annstanley

Local panel

14
@annstanley

Local listing (in Google+)

15
@annstanley

Shoe Zone Google+ page

16
@annstanley

Ann Stanley Google+ page

17
@annstanley

My Google+ Newsfeed

18
@annstanley

Authorship

19
@annstanley

New Google+ Dashboard

20
@annstanley

Google+
Why is it important?
• Google+ pages have authority so a link from a
Google+ page should pass authori...
@annstanley

Knowledge and
information panels

22
@annstanley

Expansion of Data Highlighter

Schema
mark-up

23
@annstanley

Knowledge Graph

24
@annstanley

In depth articles (Google.com)

25
@annstanley

Mobile

26
@annstanley

Google Now

27
@annstanley

Voice-enabled Search

28
@annstanley

Multi-device syncing/tracking
• These updates all encourage signing in to
Google+, mainly because it allows G...
@annstanley

Google Penguin
Update

30
@annstanley

Interflora and
Google’s Penguin 2.0 Update

31
@annstanley

Penguin 2.0 Update May 22nd 2013
Links should be a by-product of great content
and should not be obtained ‘un...
Penguin 2.1
4th October 2013

@annstanley

• Affects 1% of all searches
• Looks for “unnatural links” deeper into your web...
@annstanley

What are “unnatural links”
• Unnatural Links are links that you control, create or buy; as
compared with natu...
@annstanley

Corrective action (disavow)
•
•
•
•
•
•
•
•
•
•
•

Use Webmaster tools to identify all the links to your site...
@annstanley

Google Panda Update
36
@annstanley

Don’t forget about Panda!
• Google Panda’s latest major update seemed to have hit in
March 2013, but with ong...
@annstanley

Hummingbird

38
@annstanley

Hummingbird
• Released to coincide with Google’s 15th birthday
(August 20th)
• Major change which focuses on ...
@annstanley

Examples of Hummingbird
• Transamerica building images
VS.
• Give me pictures of the Transamerica
building
• ...
@annstanley

Semantic search

41
@annstanley

Knowledge graph

42
@annstanley

SEO = Content marketing

43
@annstanley

Other Google stuff

44
@annstanley

Google Media Tools –
new publishing platform?

45
@annstanley

Good and Bad Merchants
• There was talk at the SXSW Conference of a potential update
that would make it diffi...
@annstanley

2) Paid search (AdWords)

47
@annstanley

New Enhanced Ads

48
@annstanley

What are new enhanced ads?
• Designed by Google to help better manage
campaigns and budgets for a multi-devic...
@annstanley

The controversy –
Mobile campaigns
• Simpler to set-up but:
• Can’t have separate campaigns for each device w...
@annstanley

Bidding by device and results

51
@annstanley

Bids by location (on settings tab)

52
@annstanley

Scheduling – new format

53
@annstanley

Ad Extensions - Sitelinks

54
@annstanley

Offer extension

55
@annstanley

Location and call
extensions

56
@annstanley

Localised results & Click to call

57
@annstanley

Call and location extensions

58
@annstanley

Call Extension data

New enhanced ads have Google call forwarding (for free) and
additional features

59
@annstanley

Other Ad Extensions

60
@annstanley

Social extensions

Don’t forget the SEO importance of every connection or post in Google +
61
@annstanley

App extensions (mobile and
tablets)

62
@annstanley

Communication extension –
beta test

• Most advertisers do not have access to
this extension, because it is s...
@annstanley

Star rating (not an extension!)

64
@annstanley

New Image extension
(Images with text ads)

65
@annstanley

Review extension and Shared
endorsements
• Quoted review from a third party validated source –
set up in AdWo...
@annstanley

Shopping results and
Product Listing Ads

67
@annstanley

Summary of different shopping results in Google
Keywords =
Luggage

Organic shopping
results
(Merchant Centre...
@annstanley

Shopping results

69
@annstanley

Examples of Product Listing Ads

70
@annstanley

Expanded PLA on mobile

71
@annstanley

Remarketing

72
@annstanley

What is Remarketing?
• Remarketing is an online marketing technique where you show
adverts to users who have ...
@annstanley

Examples of remarketing ads

74
@annstanley

3) Analytics updates and AdWords
integration

75
@annstanley

Not-provided search phrases

76
@annstanley

New Analytics interface

77
Dynamic PPC script with
conversion value

@annstanley

The actual field used
will depend on your
shopping cart and the
pro...
Conversion & Analytics
data in AdWords

@annstanley

79
@annstanley

Conversions Attribution –
top paths leading to a sale

Assisted click – in conversion path

Last click before...
@annstanley

Integration of channels
(last click vs. assisted click)

81
@annstanley

Call tracking & optimisation
˃ Call tracking software is now available to determine
the keywords that trigger...
@annstanley

Our labs!
• AdWords Scripts
• Landing page testing
• Integrated Analytics & AdWords
Reporting (Insights Repor...
@annstanley

Thank you!
Ann Stanley
ann@anicca.co.uk

84
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What's New in Google & How Should Companies Really Use Search - CIM Conference in Northampton 2013

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Search is always changing, so make sure you read all about the latest changes so that you are aware of what's new in search. Plus this guide also explains how you can use these changes to your advantage. Be sure to read, share and tell us what you think.

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What's New in Google & How Should Companies Really Use Search - CIM Conference in Northampton 2013

  1. 1. @annstanley What’s New in Google & How Should Companies Really Use Search? By Ann Stanley ann@anicca.co.uk www.anicca.co.uk 1
  2. 2. About Anicca? • • • @annstanley Formed in 2007 we now have a team of 15 in Leicester Technical experts in: • Search marketing • PPC (paid search, paid social and display) • Search engine optimisation and content marketing • Social media marketing • Analytics and Conversion optimisation • In top 5 AdWords Certified Partners outside of London, currently submitting Analytics accreditation • Preferred Partner for agencies • Ecommerce • Ecommerce web development • Ecommerce marketing, search, multi-channel, affiliate and email • Technical development and integration • Web development (ecommerce and database websites) • Data feeds, ecommerce and software integration We offer training and consultancy as well as project implementation • 2
  3. 3. @annstanley Introduction 3
  4. 4. @annstanley Growth in Digital IAB/PwC - UK Digital Adspend Hits Record 6 Month High of £3bn (Oct 2013) • Digital Ad spend in 2013 is up 17.5% to a record six-month high of over £3 billion (or £66 per person online) • Mobile now accounts for 14% of total digital spend • British consumers spend on average 43 hours a month online, and social networks and blogging now accounts for 12% of internet time. AA/Warc Expenditure Report (Jan 2013) • The size of the annual UK online advertising market is expected to reach £5.3bn (year ending 2012), more than 31% of all UK advertising • Q3 growth still at 10% (year on year) 4
  5. 5. @annstanley The importance of search! £1,527 million was spent on search in the first half of 2012. Source: IAB/PcW Advertising spend by category Search Google? Display Classified Others 5
  6. 6. @annstanley Google results for [luggage] Pay per click ads Organic or natural search results Product Listing ads (paid) Local business listings Pay per click ads 6
  7. 7. @annstanley 1) Organic search (SEO) 7
  8. 8. @annstanley What is SEO? “The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfil their information needs.” – To perform well in terms of SEO a website needs to: • Provide compelling, useful and engaging content that is relevant to searchers • Present this content in a user-friendly way that promotes engagement and sharing • Become an authority within the industry by generating natural links, mentions, references across the web 8
  9. 9. @annstanley Background to Search Engine Optimisation (SEO) SEO can be split into two main areas: • On page Optimisation: – Ensuring the website is “search engine friendly” i.e. technically setup correctly to allow pages in the website to be indexed by the search engines aka “spidered”. – Ensuring the website contains the relevant keyphrases used by searchers • Off-page optimisation (link earning and building your site authority) – Build links from trust worthy sites considered “authoritative” by search engines – Factors include: age of domain, location where it is hosted, inbound links, social media indicators, updated often with regular addition of new content onto the site. 9
  10. 10. @annstanley Google Venice Update 10
  11. 11. @annstanley Local and Google+ 11
  12. 12. @annstanley Localised results 12
  13. 13. @annstanley Local listings 13
  14. 14. @annstanley Local panel 14
  15. 15. @annstanley Local listing (in Google+) 15
  16. 16. @annstanley Shoe Zone Google+ page 16
  17. 17. @annstanley Ann Stanley Google+ page 17
  18. 18. @annstanley My Google+ Newsfeed 18
  19. 19. @annstanley Authorship 19
  20. 20. @annstanley New Google+ Dashboard 20
  21. 21. @annstanley Google+ Why is it important? • Google+ pages have authority so a link from a Google+ page should pass authority to your site – – – – Need to post to Google+ and/or Google+ Communities Add +1 icon on your content to encourage others to +1 Comment and interact with Google+ Get colleagues/customers to follow your brand page • Authorship indicates authority and could possibly be a ranking factor in the future • Moz have found positive correlation with top ranking sites and Google+ activity • However, currently +1’s are not meant to have any affect (according to Google’s Matt Cutts) 21
  22. 22. @annstanley Knowledge and information panels 22
  23. 23. @annstanley Expansion of Data Highlighter Schema mark-up 23
  24. 24. @annstanley Knowledge Graph 24
  25. 25. @annstanley In depth articles (Google.com) 25
  26. 26. @annstanley Mobile 26
  27. 27. @annstanley Google Now 27
  28. 28. @annstanley Voice-enabled Search 28
  29. 29. @annstanley Multi-device syncing/tracking • These updates all encourage signing in to Google+, mainly because it allows Google to track users across devices. • For example, Google Now will recognise search queries entered by users on desktops and align itself to providing relevant information on their mobile devices. 29
  30. 30. @annstanley Google Penguin Update 30
  31. 31. @annstanley Interflora and Google’s Penguin 2.0 Update 31
  32. 32. @annstanley Penguin 2.0 Update May 22nd 2013 Links should be a by-product of great content and should not be obtained ‘unnaturally’ - the emphasis is on quality over quantity. Websites should stay away from: • Paid advertorials • Link exchange networks • Over-using exact match anchor text for generic keywords e.g. in online PR and guess blogging sites • Poor quality outreach campaigns 32
  33. 33. Penguin 2.1 4th October 2013 @annstanley • Affects 1% of all searches • Looks for “unnatural links” deeper into your website not just the homepage • Have you received an “unnatural link warning” in your Webmaster Tools account? • SEO traffic could drop by 50% for a partial warning – more for a full warning 33
  34. 34. @annstanley What are “unnatural links” • Unnatural Links are links that you control, create or buy; as compared with natural links which are generated by real users who value your content enough to link to it. • Typically found in sites where you can upload the link yourself e.g. unedited directories, article sites • Often contain “exact match keyphrases” in the anchor text of the link or may be present on every page on the site • Examples of unnatural links already on the “black list” – Buying links using exact match anchor text – Blog/forum comments (which are done solely for the link) – Guest Posts which are posted on irrelevant sites (which are lowquality) – Article directories (which are used to create a link) – Online PR/syndication (done solely for SEO purposes with no valuable content) – Web designers with exactly the same link at the bottom of every site they build 34
  35. 35. @annstanley Corrective action (disavow) • • • • • • • • • • • Use Webmaster tools to identify all the links to your site Create a spread sheet and click into each link Classify each link according to type and grade each link as natural or unnatural Collect contact details for each webmaster and contact all webmasters to remove link, keeping copies of all correspondence Log removal or feedback, if necessary try again (and possibly a third time) Provide all the data to Google with evidence of your attempts to clean up your link profile and requests to “disavow any remaining unnatural links” Wait to see their response and if necessary you may have to remove further links and try again It takes 1-2 days to review and clean up around 500 links and a couple of weeks to get webmaster tor help you (if at all) Takes a number of weeks for Google to review and re-index Drop of traffic can only be made up by using AdWords (if affordable) Re-build your link profile with good links from reputable sites 35
  36. 36. @annstanley Google Panda Update 36
  37. 37. @annstanley Don’t forget about Panda! • Google Panda’s latest major update seemed to have hit in March 2013, but with ongoing monthly changes • Google is likely to incorporate Panda into Google’s main indexing processes, which means penalties are less noticeable than they were previously • Websites should display unique content and not duplicate mass-produced content • All poor quality content should be separated then blocked from crawlers • You need to consider your site as a hub for content marketing and publishing to stand out as an expert in your field • Invest in the quality and usefulness of your site rather than the old world view of SEO “where you just add a few keyphrases to your content” 37
  38. 38. @annstanley Hummingbird 38
  39. 39. @annstanley Hummingbird • Released to coincide with Google’s 15th birthday (August 20th) • Major change which focuses on the way we ask a series of questions in context (“semantic search”), rather than us searching on a deliberate string of keyphrases • This will help with the use of voice search, as it is similar to the way we speak rather than what we type in • Results often include the knowledge graph which contains the answers - so users can get what they want to know without leaving Google (especially when using Google Now on a mobile) 39
  40. 40. @annstanley Examples of Hummingbird • Transamerica building images VS. • Give me pictures of the Transamerica building • Height of Transamerica building VS. • How tall is it 40
  41. 41. @annstanley Semantic search 41
  42. 42. @annstanley Knowledge graph 42
  43. 43. @annstanley SEO = Content marketing 43
  44. 44. @annstanley Other Google stuff 44
  45. 45. @annstanley Google Media Tools – new publishing platform? 45
  46. 46. @annstanley Good and Bad Merchants • There was talk at the SXSW Conference of a potential update that would make it difficult for bad merchants to rank high in Google’s search results. • Google already have in place a system that penalises bad merchants which uses reviews as a signal, but with the increasing number of fake reviews, Google is in search of other, more reliable signals to distinguish bad merchants from good ones. • Google is looking to bring its Trusted Stores programme to the UK later this year after the service has proved highly popular in the US. 46
  47. 47. @annstanley 2) Paid search (AdWords) 47
  48. 48. @annstanley New Enhanced Ads 48
  49. 49. @annstanley What are new enhanced ads? • Designed by Google to help better manage campaigns and budgets for a multi-device world. Note: Universal Analytics will be able to track across these devices • Allow you to manage bids across devices, locations, and time of day - all from a single campaign • Count phone calls and app downloads as conversions in AdWords • Google automatically upgraded all AdWords campaigns to Enhanced campaigns in July 2013. 49
  50. 50. @annstanley The controversy – Mobile campaigns • Simpler to set-up but: • Can’t have separate campaigns for each device what about mobile only campaigns for mobile sites? • Bid modifier only for mobiles (-100 to +300%) • Lack of control e.g. tablet specific campaigns, bid modification is at ad group not keyword level • Expected to lead to a bid inflation, as everyone is forced to use mobile • You can have a preferred ad for mobile, but you have to manually select the ad in each ad group 50
  51. 51. @annstanley Bidding by device and results 51
  52. 52. @annstanley Bids by location (on settings tab) 52
  53. 53. @annstanley Scheduling – new format 53
  54. 54. @annstanley Ad Extensions - Sitelinks 54
  55. 55. @annstanley Offer extension 55
  56. 56. @annstanley Location and call extensions 56
  57. 57. @annstanley Localised results & Click to call 57
  58. 58. @annstanley Call and location extensions 58
  59. 59. @annstanley Call Extension data New enhanced ads have Google call forwarding (for free) and additional features 59
  60. 60. @annstanley Other Ad Extensions 60
  61. 61. @annstanley Social extensions Don’t forget the SEO importance of every connection or post in Google + 61
  62. 62. @annstanley App extensions (mobile and tablets) 62
  63. 63. @annstanley Communication extension – beta test • Most advertisers do not have access to this extension, because it is still in beta 63
  64. 64. @annstanley Star rating (not an extension!) 64
  65. 65. @annstanley New Image extension (Images with text ads) 65
  66. 66. @annstanley Review extension and Shared endorsements • Quoted review from a third party validated source – set up in AdWords ad extensions • Shared endorsements use your details in ads • Automatically linked once you accept terms and conditions 66
  67. 67. @annstanley Shopping results and Product Listing Ads 67
  68. 68. @annstanley Summary of different shopping results in Google Keywords = Luggage Organic shopping results (Merchant Centre) AdWords Products ad extension Product Listing ads Map and Local listings 68
  69. 69. @annstanley Shopping results 69
  70. 70. @annstanley Examples of Product Listing Ads 70
  71. 71. @annstanley Expanded PLA on mobile 71
  72. 72. @annstanley Remarketing 72
  73. 73. @annstanley What is Remarketing? • Remarketing is an online marketing technique where you show adverts to users who have previously visited your website as they visit other websites. • Users can leave your site without purchasing, even if they may have had a genuine interest in your services. Remarketing helps us to connect with these potential customers again. • Remarketing is also known as “stalking” – Some users have reportedly found this technique annoying, but with a frequency cap in place there are some really great results possible. • We can use various techniques to target users with Remarketing. This is an extremely fascinating feature within Google AdWords 73
  74. 74. @annstanley Examples of remarketing ads 74
  75. 75. @annstanley 3) Analytics updates and AdWords integration 75
  76. 76. @annstanley Not-provided search phrases 76
  77. 77. @annstanley New Analytics interface 77
  78. 78. Dynamic PPC script with conversion value @annstanley The actual field used will depend on your shopping cart and the program used to write your ecommerce software e.g. php 78
  79. 79. Conversion & Analytics data in AdWords @annstanley 79
  80. 80. @annstanley Conversions Attribution – top paths leading to a sale Assisted click – in conversion path Last click before a conversion Note: New screen in Analytics is now in B & W 80
  81. 81. @annstanley Integration of channels (last click vs. assisted click) 81
  82. 82. @annstanley Call tracking & optimisation ˃ Call tracking software is now available to determine the keywords that triggered a phone call from your website ˃ Ideal for sites where conversions are also taken over the phone as well as online ˃ Dynamic code is added to your website, which generates a unique phone number for every visit ˃ If the number is called it is redirected to your normal phone number, with the option to record the call ˃ The users’ referral data is sent to the tracking software and a virtual page is fired and tracked in Analytics ˃ A Goal can be set-up in Analytics and imported back into AdWords to allow “Call Optimisation” 82
  83. 83. @annstanley Our labs! • AdWords Scripts • Landing page testing • Integrated Analytics & AdWords Reporting (Insights Reporting Tool) • Ecommerce – New PrestaShop plug-ins and Reflex data-bridge • SEO links/site authority reporting • PPC Competitor analysis 83
  84. 84. @annstanley Thank you! Ann Stanley ann@anicca.co.uk 84
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