Search Industry News | Q3 2016 - Rank Crankers

1| C O N F I D E N T I A L & P R O P R I E T A R Y
Rank Crankers
Search Industry News | Q3 2016

What we’ll cover:
• SEM
• YouTube
• Social
• SEO
• Local SEO
• Analytics
• Notable industry news from Q3

SEM

Google AdWords cross-device attribution

G O O G L E A D W O R D S
C R O S S - D E V I C E A T T R I B U T I O N
Google released new AdWords reports to provide
insight into device usage along the conversion path.
• Devices -- see how much cross-device activity
is happening in your AdWords account.
• Assisting Devices -- inform your device bid
adjustments by learning how often different
devices assisted conversions on other devices.
• Device Paths -- examine the top conversion
paths for your customers using two or more
devices.
Understanding cross-device attribution will help us
optimize our attribution model beyond last-click and
adjust device bid modifiers.
“6 in 10 internet users in the
US start shopping on one
device but continue or finish
on a different one.”
- - Google / Ipsos Connect, March 2016, GPS
Omnibus, n=2,013 US online respondents 18+

6| C O N F I D E N T I A L & P R O P R I E T A R Y Source:
Google goes all-in on location

Google expands Store Visits reporting to include the Google Display
Network (GDN).
• When store visits and offline impact are captured and factored back into
return on ad spend, the value of that spend goes way up — from 2X to well
over 10X, according to Google data.
• Google now says it can deliver 99% accuracy at 200 million stores
globally.
• Google uses maps and a sophisticated place-mapping approach they call
“semantic location,” to accurately understand where devices are in the real
world at any given time. It then maps ad exposures to store visits.
Store Visits are a massive opportunity for Google to increase revenue and
for brands that rely on brick and mortar visits to improve measurement.
G O O G L E I S G O I N G A L L - I N O N L O C A T I O N
“Google is now
the ‘largest
omnichannel
measurement
company in the
world,’ having
tracked over one
billion store
visits globally
over the past two
years.”
- - Google

G O O G L E A D W O R D S A N N O U N C E S T R U E V I E W D I S C O V E R Y A D S ( J U L Y 2 1 , 2 0 1 6 )
Source: https://adwords.googleblog.com/2016/07/trueview-video-discovery-ads.html
YouTube TrueView discovery Ads

TrueView discovery ads (formerly known as TrueView in-
display) are a new ad format offering access to full
inventory coverage across the YouTube app.
• Ads can appear in mobile search results (a first for
YouTube ad formats).
• On average, users view one additional video from your
brand within 24 hours of watching your TrueView
discovery ad.
• TrueView discovery ads drive 5x more clicks on
advertiser-provided CTAs than TrueView in-stream.
• They’re also great for promoting longer form content.
Great opportunity to drive awareness and action in moments
where a user’s mobile or tablet device is their preferred or only
form of video content delivery.
Y O U T U B E I N T R O D U C E S
T R U E V I E W D I S C O V E R Y A D S
Aggregate increase in CTR for discovery
ads following YouTube’s search ad
relevance algorithm update.
11%

Google releases Responsive Display Ads

• Responsive ads automatically adjust their size,
appearance, and format to fit just about any
available ad space.
• With responsive ads, you can create one ad that
fits almost any ad space.
• Considerably more control of a brand’s messaging
and considerably more room for content.
• Advertisers can select and upload an image, logo,
and an advertiser name for complete brand control.
The updates to responsive ads benefit everyone – the cost
of creating the assets is nearly eliminated, management is
streamlined. The barrier for entry has been lowered while
the product has improved.
I N T R O D U C I N G : G O O G L E R E S P O N S I V E D I S P L AY A D S
Responsive ads for display adapt to fit any
app or site on the GDN.

Google Merchant Center Gets Updated

G O O G L E U P D A T E S M E R C H A N T C E N T E R
I N T E R F A C E A N D F E E D R U L E S
• Updated Merchant Center interface with streamlined navigation:
• A new Home page highlights recent announcements and
dashboard data for your account.
• The Products page displays a consolidated product feed and
product data quality information.
• Shopping programs are now front and center highlighting
Dynamic Remarketing, Product Ratings and Merchant
Promotions.
• Google also updated a handful of product feed rules,
announced that they will update the diagnostics page more
frequently and began testing currency conversions.
Significant improvements to an out of date product. The updates have
varying degrees of impact, so if you have a merchant center account and
questions, please reach out to your account team to discuss.

YOUTUBE

YouTube trying to move ad opportunities beyond general branding

• TrueView for action is a new format that encourages
users to take any online action that’s meaningful for
your business.
• Designed to move YouTube advertising beyond
general branding.
• Advertisers can display a call-to-action banner at the
base of a video both during and at the end of the video.
• YouTube is currently still testing the format and fine-
tuning both reporting and user experience with a global
product release in the future the primary goal.
Google has struggled to get brands to embrace YouTube
advertising. This effort will help, but it’s no silver bullet.
G O O G L E I N T R O D U C E S
T R U E V I E W F O R A C T I O N A D S O N Y O U T U B E
47% of U.S. Adults 18-54 (~70MM people)
say YouTube helps them at least 1x/month
when making a purchasing decision.
47%

Save and watch YouTube videos offline with YouTube Go

• YouTube Go was announced in India where the app will launch
initially for users to test, before a broader rollout at a later date.
• YouTube Go lets users save videos for offline viewing and allows
sharing of videos with nearby users over Bluetooth.
• Built for the next generation of users to enjoy the power of
YouTube. Maximize your fun without burning up your data.
• The app will also make use of YouTube's Smart Offline feature,
which automatically downloads videos overnight so that they can
be watched at a later time in areas without a data connection
This is great for users, but it is unknown how Google will monetize if the
app takes off. Embed adverts in the videos themselves? TBD…
Y O U T U B E G O L A U N C H E S I N I N D I A

SOCIAL

Is interest targeting the future of marketing?

• Interest targeting uses data from shared posts on a
user’s timeline, ads they have clicked on, pages they
like, apps they use and other activities they
participate in on and off of the platforms.
• Greater level of control, transparency and
customization for brands.
• Interest targeting through social platforms has
become the most hyper-granule form of targeting
audiences.
We believe Google is also headed in this exact direction.
Utilizing audience data is a win-win – advertisers get more
insight / ROI while publishers increase revenue.
I S I N T E R E S T T A R G E T I N G
T H E F U T U R E O F M A R K E T I N G ?
A New York Times post regarding an
Ariana Grande concert utilized interest
targeting and saw 40x the engagement of
the average NY Times post.
40x

Pinterest finally adds robust audience targeting

• Pinterest now allows advertisers to target people who
have visited a brand’s website, used its mobile app or
shared their email addresses with a brand.
• Pinterest also created a way for brands to advertise to
people who click on or save brand-related pins that are
posted to Pinterest.
• “Brand-related pins” are those that link to a brand-
specified website or is posted by the brand.
• For pins that don’t fit either criteria, they use text- and
image-recognition to identify if a pin includes a brand
or is “highly related” to other brand pins.
• 75% of the pins on Pinterest are brand-related.
Advertising opportunities are starting to catchup to the rest of
the playing field. Leveraging audience data is big.
P I N T E R E S T W I L L T A R G E T A D S T O P E O P L E
W H O C L I C K O N , S A V E B R A N D - R E L A T E D P I N S
According to Pinterest, people who have
interacted with a brand-related pin within
the past 30 days are 2.2x more likely to
buy a product from that brand than people
who don’t interact with a pin related to that
brand.
2.2x

1 Year later: IG’s direct-response ads have yet to take off

• Direct-response ads on Instagram hit one year ago, and
advertisers have yet to switch over.
• Facebook’s DR ads generate 10x more clicks to
brand sites, for one-fifth of the price.
• An IG study from Nov ‘15 found that 60% of users admit
to learning about products and services during time
spent on the app, and 75% do something regarding
these products after seeing a post.
• Between last-click attribution and IG housed through
mobile, patterns may not change anytime soon
IG fits specific campaign tactics, but should be approached with
reduced expectation and budget.
I N S T A G R A M ’ S D I R E C T - R E S P O N S E A D S
H A V E N ’ T T O T A L L Y C L I C K E D W I T H A D V E R T I S E R S
“70% of [IG direct-response ad campaigns]
were able to generate statistically
significant lift for online conversions and
mobile app installs.”
- James Quarles of Instagram
70%

SEO

Penguin 4.0 is a real-time search algorithm

Penguin is a filter designed to capture sites that are spamming
Google’s search results in ways that Google’s regular spamming
systems might not detect.
Penguin 4.0 is significant in that the algorithm is real-time
making 4.0 the final confirmed update to Penguin.
Why is real-time significant? Since 2012, Penguin has operated on
a periodic basis. The filter would catch spammy sites they would
remain penalized until the Penguin update. The last Penguin
update (3.0) was Oct 17th, 2014, meaning any sites hit by 3.0 have
waited nearly two years for the chance to be free.
This hasn’t impacted any of our current clients, but it’s good to know
that if a client should get flagged, according to Google, we should be
able to free ourselves of penalty much more quickly.
P E N G U I N 4 . 0 G O E S R E A L - T I M E
“With this change,
Penguin’s data is
refreshed in real
time, so changes will
be visible much
faster, typically taking
effect shortly after we
recrawl and reindex
a page.”
- Google Webmasters Blog

Google runs Fashion Week experiment: Shop the Look

• A Fashion Week experiment which enabled people to shop products
directly from curated, inspirational images on google.com.
• Google will also roll out a new apparel and home decor experience
for retail advertisers called shop the look.
• Currently testing the experience in the US on mobile devices.
• How it works:
“If you search for “cocktail attire”, you could see an image of a popular
fashion blogger wearing a black cocktail dress, heels and sunglasses. You
can shop those exact (or visually similar) products featured in the image by
tapping through and exploring the relevant products shown in the form of
Shopping ads.”
An exciting new product for apparel and home décor brands that rely on or
benefit from visual inspiration.
S H O P T H E L O O K O N G O O G L E

Accelerated Mobile Pages (AMP) deliver SERP innovations

• Allows publishers to feed Google breaking content in real time
that is related to live sports, elections and breaking news.
• Currently a pilot program limited to select publishers.
• By using AMP, Google can surface content more quickly than
is currently possible with a standard crawl on your website.
• Content must be published using Accelerated Mobile Pages
(AMP).
• AMP pages must include structured data markup for the
content itself.
• Content must be pushed to Google using an Atom XML feed.
Google appears to be all-in on AMP pages and this is likely the first of
many SERP updates that will be the result of AMP.
G O O G L E I N T R O D U C E S T H E ‘ S E A R C H L I V E C O V E R A G E C A R O U S E L ’

• As of August 31st, Google eliminated the mobile-friendly label
from mobile SERPs.
• Mobile-friendly pages are now standard.
• The removal was an effort to declutter mobile search results:
• 85% of all pages in the mobile search results
now meet Google’s mobile-friendly criteria.
• It is also possible that the rise of Accelerated Mobile Pages
(AMP) has Google wanting to clear up SERP space for the
AMP designation.
Google made efficient work of forcing companies to create mobile-
optimized pages. Removing the designation means Google sees that
companies and consumers are trained. Next up, could Google solve
mobile page speed issues for both consumers and brands via AMP?
G O O G L E R E M O V E S M O B I L E - F R I E N D L Y L A B E L S E A R C H R E S U L T S

LOCAL SEO

New local algorithm update: “Possum”

Local SEO Guide is calling this the “near me” update, as they’ve monitored several shifts in brand-
related “near me” queries (e.g. Apple store near me).
Whatever you call it, the update seems to only impact rankings in the 3-pack and Local Finder (AKA
the local results or Google Maps results). The five early takeaways from Joy Hawkins at Search
Engine Land are:
1. Businesses that fall outside of the physical city limits saw a huge spike in ranking.
2. Google is now filtering based on address and affiliation.
3. The physical location of the searcher is more important than it was before.
4. Search results vary more based on slight variations of the keyword searched.
5. The local filter seems to be running more independently from the organic filter.
Read through the reference articles if this is relevant to your business to familiarize yourself with the updates.
Let your RC Team know if you have questions or want to engage with us to support an audit or strategy.
W H A T Y O U N E E D T O K N O W A B O U T G O O G L E ’ S P O S S U M U P D A T E

Angie’s List has removed their paywall.

For as long as anyone can remember, Angie’s list has used
their paywall as a way to ensure reviews were “meaty” and
valuable. Now, with a down tick in stock prices they have been
force to start knocking down that wall.
• Big impact to the home services market: Plumbing, Landscaping,
HVAC, Roofing, Concrete, etc...
• New content will rank well because Angie’s List is a trusted site.
Think about your reviews (negative and positive) showing on SERPs.
• Review monitoring tools can’t pull in Angie’s List reviews.
• They will likely attempt expansion into other markets beyond home
services, in an effort to increase page views and thus, revenue.
Taking advantage is low on your competitor’s radar. Old AL-
strategies will not be as fruitful going forward.
A N G I E ’ S L I S T H A S R E M O V E D T H E I R P AY W A L L

Google My Business gets Insights and an API update

G O O G L E M Y B U S I N E S S I N S I G H T S
View analytics around how people find and interact with
your Google local listings. Features include:
Google Search vs. Google Maps – view a breakdown of how
many people are seeing your listings
Clicks and Calls - See the number of clicks on your business’s
phone number, driving direction requests, and website visits you
receive.
Views - See how many times customers find your business on
Google and view trends over time.
Directions - See how many people are clicking to get directions
to your business.
Google is surfacing highly valuable information through the
insights dashboard. Strongly encourage all clients to login
and look around!

G O O G L E M Y B U S I N E S S A P I U P D A T E V 3 . 1
The update brings real time push notification for
the ever changing listing updates AND when a new
review is written for a location.
• Allows businesses monitoring their listing(s) via
a dashboard to be actively notified of status
changes, data updates and incoming reviews
without having to make a call to Google.
• Unfortunately the Insights API is missing from
this update.
With the number of GMB features added each month
increasing, it’s good to see Google staying on top of
updating the GMB API so that business owners can
stay on top of reviews and listing updates in real-time.
0
1
2
3
4
5
6
New GMB Features Each Month
Feb ‘15 – Aug ’16 (via Mike Blumenthal)

Google updates local reviews schema guidelines

While there are many updates that can be
viewed here, the key takeaway was markup of
third-party reviews:
• You should not markup reviews syndicated
by third-party services if they are not
“directly produced by your site.”
• This may impact a large number of
websites that have implemented
local reviews markup.
Google loves rule-followers. There were multiple
updates, so make a point of ensuring your schema
adheres to the new guidelines.
G O O G L E U P D A T E S L O C A L R E V I E W S S C H E M A G U I D E L I N E S

ANALYTICS

Automatic insights in the palm of your hand

The biggest complaint we encounter when taking
over new analytics accounts is a lack of insight
from reporting. Most analytics providers are
aware of this and Google is no different. Using
machine intelligence to find critical insights
among the thousands of metrics and dimensions,
Google has created a stopgap specifically for
mobile through the Google Analytics mobile app.
• Combs through data to uncover insights.
• Offers tips on how to improve your GA data.
• Gets smarter over time by reacting to your
feedback and how you use it.
Handy for quick-reference moments or to sound
smart in a pinch.
A U T O M A T I C I N S I G H T S I N T H E
P A L M O F Y O U R H A N D

GA potentially skews SEO value + New demo account
launches for learning and training

Changes in GA between Classic Analytics and
Enhanced Analytics may be impacting organic
measurement:
• When a session times out after 30 minutes in
Universal Analytics, if the visitor resumes activity
on your website, he/she appears to come from
the referral channel, with your domain being the
source
• Attribution issues are easily corrected by adding
your domain to the referral exclusion list.
Ensuring accurate measurement should be a priority for
any business that is online. By taking small actions, we
are able to provide our clients with accurate data in GA.
H O W A G O O G L E A N A L Y T I C S C H A N G E
M AY S K E W Y O U R V I E W O F S E O ’ S V A L U E
“fixing the problem
typically meant a 10- to
20-percent reallocation
of source/medium data”
- Janet Driscoll Miller, Columnist
Search Engine Land

Finding a practical approach to teaching the ins
and outs of Google Analytics is quite the task. In
reaction to this, Google has finally created a
demo account based on an ecommerce site.
• Populated with real e-commerce data from Google’s
Merchandise Store.
• Accessible to all users.
• Use as a companion during training.
• Linked with both Google AdWords and Google
Search Console.
• You can gain access to the demo account here.
Great tool for training and education. This resource
has been a long time coming.
G O O G L E A N A L Y T I C S L A U N C H E S
N E W D E M O A C C O U N T

NOTABLE INDUSTRY
NEWS FROM Q3

MOZ lays off 28% of staff to refocus on search

• On August 17th, Moz announced they were going to
“double down on search”.
• The strategic change meant letting go of 28% of
their staff.
• All the staff cuts were related to the dissolution of
two previously core product offerings with less of a
search focus: Moz Content and Followerwonk.
• Moz hopes the refocus will help them build better
and greater search tools, which they were founded
on and continue to be most well-known for.
Their search products have always been far better than
their social products. It’s disappointing to see a search
company have to cut staff, but it is probably for the best.
M O Z D O U B L E S D O W N O N S E A R C H
“after a lot of analysis and
soul searching, we
decided to radically
simplify our strategy to re-
focus on what we love and
what our customers value
from us: search.”
- Sarah Bird, CEO of MOZ

Raven Tools “refocus” company on SEO

R A V E N T O O L S R E F O C U S O N
S E A R C H O P T I M I Z A T I O N
• On August 17th, Raven Tools announced they
too were refocusing on search optimization.
• They released a completely rebuilt version of
their Site Auditor tool.
• Designed to improve SEO by spidering and
then identifying website problems at a code
level, allowing the recommendations to be
quickly shared for team members to fix.
Raven Tools had been off RC’s radar for the longest
time until we saw Jon speak at the 2016 MNsearch
Summit where he talked about the new Site Auditor
tool. It will be a product to monitor.
“we tried to go outside our
niche of SEO, and now
we’re going back to our
roots.”
- Jon Henshaw, Co-founder
- & President

Recent court ruling a ‘fatal blow’ to consumer protections

• Personal data used by companies like Google and Facebook have historically
been subject to oversight by the Federal Trade Commission, the government's
top privacy watchdog.
• A recent ruling by the FTC is putting the agency’s power to protect consumers
in jeopardy. Companies effectively avoid consumer protection
regulations simply by setting up or buying a phone or Internet service
provider as they are subject to different limitations.
• This could allow any company to evade FTC oversight simply by
launching or buying a small telecom service.
• Google already benefits from this line of reasoning because it
operates Google Fiber.
• A company such as Facebook, whose goal is to connect a billion
additional people to the Internet, could acquire its own broadband
provider and claim common-carrier status.
C O N S U M E R P R O T E C T I O N S D E A L T ‘ F A T A L B L O W ’ B Y F T C R U L I N G

EU Plans New Legislation to Protect Publishers

• The EU will propose formal legislation that
would help publishers seek remuneration from
news aggregators such as Google news search
that list snippets of articles on their website.
• The commission said the new EU-wide rules would
hand news publishers “legal certainty and bargaining
power” against online services using their content.
• A draft version of the legislative proposal requires
member states to grant publishers additional rights
over the online use of their articles, which would last
for 20 years after publication of the articles.
E U P L A N S N E W L E G I S L A T I O N T O P R O T E C T P U B L I S H E R S

vs.
Google Takes on Uber With New Ride-Share Service

• Google is launching a ride-sharing service to help San Francisco
commuters join carpools.
• Google began a pilot program around its California headquarters in May
that enables several thousand area workers at specific firms to use the
Waze app to connect with fellow commuters. It plans to open the program
to all San Francisco-area Waze users this fall.
• Waze wants to connect riders with drivers who are already headed in the
same direction.
• Google doesn’t believe Waze drivers’ income is taxable because it
considers payments through its service effectively as money for gas.
• Unlike Uber, Google doesn’t plan to vet drivers for a Waze service, instead
relying on user reviews to weed out problem drivers, the person said.
G O O G L E T A K E S O N U B E R W I T H N E W R I D E - S H A R E S E R V I C E
vs.

THANKYOU

Slide 05: https://adwords.googleblog.com/2016/07/new-cross-device-attribution-reports-and-
benchmarks.html
Slide 07: https://support.google.com/adwords/answer/6100636?hl=en
Slide 07: https://www.thinkwithgoogle.com/articles/retail-marketing-beacon-technology.html
Slide 07: http://searchengineland.com/google-brings-store-visits-google-display-network-debuts-cross-
device-retargeting-259599
Slide 09: https://adwords.googleblog.com/2016/07/trueview-video-discovery-ads.html
Slide 11: https://support.google.com/adwords/answer/6363750
Slide 11: http://www.wordstream.com/blog/ws/2016/07/27/responsive-display-ads
Slide 13: https://adwords.googleblog.com/2016/08/introducing-new-google-merchant-center.html
Slide 16: http://marketingland.com/google-youtube-for-action-ads-191314
Slide 16: https://adwords.googleblog.com/2016/09/Google-delivers-new-app-and-video-ad-innovations-
for-the-mobile-first-world.html
Slide 16: Google / Ipsos Connect, YouTube Sports Viewers Survey, U.S., March 2016 (n=1500, 18-54
year olds)
Slide 18: http://www.macrumors.com/2016/09/27/offline-video-viewing-and-sharing-app-youtube-go/
Slide 18: http://www.theverge.com/2016/9/27/13070804/youtube-go-announced-india-offline
Slide 18: https://www.thinkwithgoogle.com/articles/media-agency-buying-youtube-ad-formats.html
Slide 21: http://marketingland.com/interest-targeting-future-marketing-188575
Slide 23: http://marketingland.com/pinterest-will-target-ads-people-click-save-brand-related-pins-189870
Slide 23: http://marketingland.com/pinterest-adds-site-app-retargeting-ad-targeting-options-180744
Slide 25: http://marketingland.com/instagrams-direct-response-ads-havent-totally-clicked-with-
advertisers-187723
Slide 28: http://searchengineland.com/google-updates-penguin-says-now-real-time-part-core-algorithm-
259302
Slide 30: https://adwords.googleblog.com/2016/09/shop-look-on-google.html
Slide 32: http://searchengineland.com/google-introduces-search-live-coverage-carousel-real-time-
indexing-search-results-257928
Slide 33: http://marketingland.com/google-launches-amp-listings-heres-how-they-look-166136
Slide 33: http://searchengineland.com/googles-mobile-friendly-label-now-removed-search-results-257924
C O N T E N T C R E D I T S
Slide 36: http://www.localseoguide.com/possum-near-update/
Slide 36: http://searchengineland.com/everything-need-know-googles-possum-
algorithm-update-258900
Slide 38: http://searchengineland.com/angies-list-now-free-change-means-business-
252643
Slide 40: https://www.google.com/business/how-it-works/
Slide 40: http://searchengineland.com/google-business-insights-updates-analytics-
dropping-google-source-data-255413
Slide 40: http://www.joyannehawkins.com/interpret-google-business-gmb-insights/
Slide 41: http://blumenthals.com/blog/2016/09/26/google-my-business-api-gets-
updated-to-v3-1/
Slide 43: https://www.getfivestars.com/blog/updated-google-schema-review-guidelines-
local-businesses/
Slide 43: https://developers.google.com/search/docs/data-types/reviews#local-
business-reviews
Slide 46: https://analytics.googleblog.com/2016/09/explore-important-insights-from-
your.html
Slide 48: http://searchengineland.com/google-analytics-skewing-seo-value-257636
Slide 49: https://analytics.googleblog.com/2016/08/introducing-google-analytics-
demo.html
Slide 52: http://searchengineland.com/moz-trims-product-line-focus-search-lays-off-28-
staff-256605
Slide 54: http://searchengineland.com/like-moz-raven-tools-refocuses-first-love-search-
256692
Slide 54: http://marketingland.com/like-moz-raven-tools-refocuses-first-love-search-
188616
Slide 56: https://www.washingtonpost.com/news/the-switch/wp/2016/08/31/how-the-
worlds-biggest-tech-companies-could-wriggle-out-of-all-privacy-regulations/
Slide 58: http://www.wsj.com/articles/european-commission-plans-new-legislation-to-
protect-publishers-1472629233?mod=e2tw
Slide 60: http://www.wsj.com/articles/google-takes-on-uber-with-new-ride-share-
service-1472584235

Slide 04: http://searchengineland.com/understanding-cross-device-attribution-210114
Slide 06: http://searchengineland.com/google-brings-store-visits-google-display-network-debuts-
cross-device-retargeting-259599
Slide 08: https://www.thinkwithgoogle.com/products/youtube-trueview.html
Slide 10: http://brolik.com/blog/responsive-web-design-examples-with-css-tips-and-tricks/
Slide 12: https://support.google.com/merchants/answer/188493?hl=en
Slide 13: https://adwords.googleblog.com/2016/08/introducing-new-google-merchant-center.html
Slide 15: https://www.thinkwithgoogle.com/products/youtube-trueview.html
Slide 17: http://www.macrumors.com/2016/09/27/offline-video-viewing-and-sharing-app-
youtube-go/
Slide 17: https://www.thinkwithgoogle.com/articles/media-agency-buying-youtube-ad-
formats.html
Slide 20: http://www.e2msolutions.com/blog/facebook-interest-targeting/
Slide 22: http://marketingland.com/pinterest-will-target-ads-people-click-save-brand-related-pins-
189870
Slide 24: http://www.wallhd4.com/view/2-flight-takeoff-hd
Slide 24: https://www.instagram-brand.com/
Slide 27: https://posicionamientolasguias.wordpress.com/2014/10/20/actualizacion-de-google-
penguin-3-0-octubre-de-2014/
Slide 29: http://www.lenaterlutter.com/editorial/2015/11/shop-the-look-lighttones-and-black/
Slide 30: https://adwords.googleblog.com/2016/09/shop-look-on-google.html
Slide 31: http://www.silkstream.net/blog/2016/04/amp-accelerated-mobile-pages.html
Slide 32: https://developers.google.com/search/pilot/open/live-coverage
Slide 33: http://marketingland.com/google-launches-amp-listings-heres-how-they-look-166136
Slide 33: http://searchengineland.com/googles-mobile-friendly-label-now-removed-search-
results-257924
Slide 35: http://searchengineland.com/everything-need-know-googles-possum-algorithm-update-
258900
Slide 37: https://www.angieslist.com/
Slide 38: https://www.angieslist.com/
Slide 39: http://armory5.com/blog/how-to-claim-optimize-google-my-business-listing/
I M A G E C R E D I T S
Slide 40: https://www.google.com/business/how-it-works/
Slide 41: http://blumenthals.com/blog/2016/09/26/google-my-business-api-gets-updated-to-
v3-1/
Slide 42: http://searchengineland.com/google-tests-displaying-review-snippets-local-3-pack-
246629
Slide 43: http://searchengineland.com/google-updates-local-reviews-schema-guidelines-
257745
Slide 45: https://analytics.googleblog.com/2016/04/redesigned-google-analytics-mobile-
app.html
Slide 46: http://www.eventrebels.com/mobile-monday-google-analytics-mobile-event-apps/
Slide 46: https://analytics.googleblog.com/2016/04/redesigned-google-analytics-mobile-
app.html
Slide 47: http://marketingland.com/google-analytics-demo-account-launch-187062
Slide 48: http://searchengineland.com/google-analytics-skewing-seo-value-257636
Slide 49: https://analytics.googleblog.com/2016/08/introducing-google-analytics-demo.html
Slide 51: http://searchengineland.com/moz-trims-product-line-focus-search-lays-off-28-staff-
256605
Slide 52: https://moz.com/blog/moz-is-doubling-down-on-search
Slide 53: http://searchengineland.com/moz-trims-product-line-focus-search-lays-off-28-staff-
256605
Slide 54: https://www.linkedin.com/in/jonhenshaw
Slide 55: http://smmurphyslaw.com/practice-areas/consumer-protection/
Slide 56: http://bigthink.com/endless-innovation/is-personal-data-the-next-killer-app-for-the-
web
Slide 57: http://www.androidauthority.com/european-commission-google-antitrust-charges-
687982/
Slide 58: http://money.cnn.com/2015/04/03/news/companies/europe-google-apple-facebook-
amazon/
Slide 59: http://media.fromthegrapevine.com/assets/images/2015/4/ViaTrans-2-
93.jpg.824x0_q71.jpg

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