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A Year In Google: SEO & PPC

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All the major changes to Google search (SEO & PPC) over the course of November 2017 - November 2018.

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A Year In Google: SEO & PPC

  1. 1. A Year Of Google
  2. 2. November 2017
  3. 3. Google Domain Now Ignores Location
  4. 4. Mobile Product Knowledge Panel
  5. 5. Mobile First Indexing Begins
  6. 6. Lots Of Longer Snippets
  7. 7. New Trends Features
  8. 8. New Google Maps
  9. 9. Local Q&A Coming To Desktop
  10. 10. Google My Business Bookings
  11. 11. GMB Edit Danger https://moz.com/blog/competitors-edit-listing-google-my-business
  12. 12. Showcase Shopping Ads • CPE bidding • Pay when ad expanded +10 seconds within ad or clicks a link • Requires header image • Must be using new interface
  13. 13. Promotion Extensions
  14. 14. Ad Variations
  15. 15. February 2018
  16. 16. New Search Console
  17. 17. Mobile Speed Update
  18. 18. PageSpeed Insights Update
  19. 19. • Server logs will show significant increase in Googlebot Smartphone crawling More Sites Moving To Mobile First Index
  20. 20. April 2018
  21. 21. Core Algorithm Update
  22. 22. https://support.google.com/business/answer/3039617#description Google My Business Description
  23. 23. New Google My Business Dashboard
  24. 24. Sunsetting Adwords Review Extensions
  25. 25. June 2018
  26. 26. Mobile-First Indexing Notices
  27. 27. • Average now 160 characters on desktop, 130 on mobile (previously 300+ characters) Snippets (Re)Shortened
  28. 28. Google My Business Services Menu
  29. 29. Google My Business Services Menu
  30. 30. New GMB Post Types
  31. 31. New GMB Post Types
  32. 32. New Google Trends
  33. 33. Google Lens
  34. 34. Google Lens
  35. 35. Responsive Search Ads https://support.google.com/adwords/answer/7684791?hl=en
  36. 36. New Local Shopping Ad Features • Local catalog display ads • Affiliate location extensions on YouTube • Local feed partnership • See What’s In Store in Knowledge Panel (free)
  37. 37. Price Benchmarks In AdWords Reporting
  38. 38. Death Of The Old AdWords Interface
  39. 39. September 2018
  40. 40. Massive Google Update: “Medic” https://moz.com/blog/googles-august-1st-core-update-week-1unsplash.com/@kmuza
  41. 41. Google Search Console Out Of Beta – More Features https://unsplash.com/@kmuza
  42. 42. Google Changes Its Mind About 302s https://unsplash.com/@kmuzaJohn Mueller – on this hangout https://youtu.be/7y51mFBNPBE
  43. 43. Google Image Search Referral Change https://unsplash.com/@kmuza
  44. 44. Chrome And Non Secure https://unsplash.com/@kmuzahttps://www.theverge.com/2018/7/24/17603126/google-chrome-unencrypted-not-secure
  45. 45. Extra Characters In Responsive Search Ads https://unsplash.com/@kmuza
  46. 46. “See more” In Shopping Ads https://unsplash.com/@kmuza Video: https://twitter.com/twitter/statuses/1036 366172114092033
  47. 47. Google Analytics Cross Device Reports https://unsplash.com/@kmuza
  48. 48. Device Overlap
  49. 49. Device Paths
  50. 50. November 2018
  51. 51. Google 20th Birthday Announcements • Last year alone, we ran more than 200,000 experiments that resulted in 2,400+ changes to search. Ben Gomes, VP, Google Search, News and Assistant
  52. 52. Search Journeys: Activity Cards
  53. 53. Search Journeys: Collections
  54. 54. Topic Layer: Dynamic Knowledge Panel
  55. 55. Topic Layer • Knowledge Graph: Connections between entities & information • Topic Layer: Automated generation of hundreds or thousands of sub-topics from a given topic • Most relevant articles and videos identified • “Evergreen and continually useful” • Fresh content • Patterns analysed to understand how sub-topics relate to each other
  56. 56. New Formats For FAQs, Q and A and How-Tos https://unsplash.com/@kmuza https://searchengineland.com/google-confirms-new-faqs-qa-and-how-tos-for-search-results-snippets-303116
  57. 57. Automated AMP Stories In Search
  58. 58. Featured Videos: Preview In Search
  59. 59. Google Discover: App & Mobile Web
  60. 60. Google Discover: App & Mobile Web
  61. 61. Google Discover: App & Mobile Web
  62. 62. Google Image Search Update • Web page authority more important • Freshness prioritised • Placement prioritised • More central to page • Higher up page
  63. 63. Google Image Search Update • Google Image Search Update
  64. 64. Google Lens In Image Search
  65. 65. New Merchant Centre Promotions System

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