What's New In Search? Presentation by Ann Stanley at Every Second Wednesday 12/06/2013
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What's new in search? What has Google changed to effect your search rankings?
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What's New In Search? Presentation by Ann Stanley at Every Second Wednesday 12/06/2013
- 1. 1 @annstanley What‟s new in Google? By Ann Stanley ann@anicca.co.uk Experts in the Science of Search
- 2. 2 @annstanley Growth in Digital IAB/PwC - Total Market Size First Half 2012 (Oct 2012) • Digital Ad spend in H1 2012 reached £2,591 million (£2.6 billion); this is a record • Spending on digital advertising grew by 12.6% year on year. 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)
- 3. 3 @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 Display Classified Others Google?
- 4. 4 @annstanley Google results for [luggage] Pay per click ads Pay per click ads Organic or natural search results Product Listing ads Local business listings
- 5. 5 @annstanley 1) Organic search (SEO)
- 7. 7 @annstanley Expansion of Data Highlighter
- 13. 14 @annstanley Interflora and Google‟s Penguin 2.0 Update
- 14. 15 @annstanley Penguin 2.0 Update – What to be aware of? 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 • Poor quality outreach campaigns If you have been hit: • Scrutinise your backlink profile. Identify, isolate then remove bad links that could be coming from spammy domains • Perform disavow requests for even bad links that you have already removed • Resubmit your site to Google for reconsideration • Re-build your link profile with good links from reputable sites
- 15. 16 @annstanley Don‟t forget about Panda! • Google Panda‟s latest update seemed to have hit in March, but Google did not confirm this as Panda is now incorporated into Google‟s 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
- 16. 17 @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 highly 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.
- 17. 18 @annstanley 2) Paid search (AdWords)
- 19. 20 @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 will automatically be upgrading all AdWords campaigns to enhanced campaigns starting on July 22, 2013. • There is now an upgrade centre to make upgrading to enhanced campaigns easier http://adwords.blogspot.co.uk/2013/04/upgrade- to-enhanced-campaigns-more.html
- 20. 21 @annstanley Bidding by device and results
- 21. 22 @annstanley Bids by location (on settings tab)
- 22. 23 @annstanley Scheduling – new format
- 23. 24 @annstanley Sitelinks • Flexibility: can be added at ad group level • More detailed reporting: Find out the number of clicks that occurred on any part of your ad, every time an individual Sitelink appeared. Break down the statistics by campaign, ad group or ad. • Data retention: Edit your Sitelink extension without resetting its performance statistics. • Customised Sitelinks for mobile • Scheduling with start and end dates
- 25. 26 @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 at ad group not keyword level • Expected to lead to bid inflation, as everyone is forced to use mobile • You can have preferred ad for mobile, but you have to manually select ad in each ad group
- 26. 27 @annstanley The Other Ad Extensions
- 27. 28 @annstanley Social extensions Don‟t forget the SEO importance of every connection or post in Google +
- 28. 29 @annstanley App extensions (mobile and tablets)
- 29. 30 @annstanley • Most advertisers do not have access to this extension, because it is still in beta Communication extension – beta test
- 30. 31 @annstanley Star rating (not an extension!)
- 31. 32 @annstanley New Image extension (Images with text ads)
- 33. 34 @annstanley Localised results & Click to call
- 35. 36 @annstanley Local listing (in Google+)
- 36. 37 @annstanley Call and location extensions
- 37. 38 @annstanley Call Extension data New enhanced ads have Google call forwarding (for free) and additional features
- 38. 39 @annstanley Shopping results and Product Listing Ads
- 39. 40 @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
- 41. 42 @annstanley Examples of Product Listing Ads
- 42. 43 @annstanley 3) Analytics/AdWords integration (Tracking and reporting)
- 43. 44 @annstanley Dynamic PPC script with conversion value The actual field used will depend on your shopping cart and the program used to write your ecommerce software e.g. php
- 44. 45 @annstanley Conversion & Analytics data in AdWords
- 45. 46 @annstanley Conversions Attribution – top paths leading to a sale Last click before a conversion Assisted click – in conversion path Note: New screen in Analytics is now in B & W
- 46. 47 @annstanley Integration of channels (last click vs. assisted click)
- 47. 48 @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 unique phone numbers 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”
- 48. 49 @annstanley Our labs! • AdWords Scripts • Landing page testing (Optimizely) • Integrated Analytics & AdWords Reporting • PPC Competitor analysis • SEO links/site authority reporting • Ecommerce – New PrestaShop plug- ins
- 49. 50 @annstanley Thank you! Ann Stanley ann@anicca.co.uk PS. We like working with other agencies!
Editor's Notes
- The aim of AuthorRank is to identify quality content written by trusted experts in their field. It strengthens the SEO value of pages published by a particular author by linking articles to an author’s Google+ account, increasing the likelihood of higher rankings in Google. Authorship takes into account the complete history of published articles, allowing authors to build a strong author profile.
- Data Highlighter, launched in December 2012, helps Google to understand content in a structured way, allowing it to display it more attractively for users. The tool can help to enhance listings by adding rich snippets to the results page. An update in May now means that the following data types are recognised:ArticlesRestaurantsMoviesEventsProductsTV EpisodesLocal BusinessesSoftware ApplicationsThe structured Data Mark-up Helper tool, also launched in May takes this a step further by creating a piece of code for webmasters to add into their sites.
- Knowledge Graph allows Google to display graphs with statistics directly and indirectly related to a search query. When searching for how many people live in England, the knowledge graph not only displays population figures for England, but also displays figures for other countries in anticipation of your next search query.Updates in May included additional languages of Polish, Turkish, Simplified and Traditional Chinese.
- Google Now provides a look into the future of search. It values understanding over indexing by taking into consideration implicit search queries. This means that users can search for generic terms, but receive results that are location, device, time and person specific.In addition to this, like the Knowledge Graph, Google Now predicts information it thinks you will want, but in a more timely fashion using your search query history, Google Calendar, Gmail and external resources. The image above illustrates Google Now retrieving a boarding pass emailed to a users Gmail inbox on the day of departure.Updates include cards with the following features that may be of interest to users:location-based remindersPublic transit travel timesInformation about books, music,TV shows and video games
- Voice-enabled search is available on Chrome for desktops and through the Google Search app on IOS, Androids.Users can ask questions like ‘how tall is Big Ben?’ before Google speaks the answer back to them and generates search results using its Knowledge Graph.
- An update to the Google+ dashboard makes it even easier for businesses to manage their day-to-day activities using Google Tools. According to Google’s Pavni Diwanji ,the dashboard is evolving with more tool additions on the horizon. The features of the new dashboard are as follows:Allows local businesses to manage their AdWords Express accounts and Offers CampaignsDisplays a variety of search insights, for example top searches for the business and top locations from which driving instructions to the business were requested. This means that businesses can strategically place local ads.Ability to update store hours, website URLs and phone numbers across Google Maps, Google+ and search.Basic statistics for Google+ accountsAbility to start hangouts from the dashboardMonitor Google+ notificationsIt is thought that making it easier for businesses to operate on Google+ will result in increased revenue from paid ads.http://vator.tv/news/2013-06-10-google-debuts-new-dashboard-for-businesses
- Early in 2013 Interflora became victim to Google’s Penguin feature. Its unnatural inbound link profile consisting largely of paid advertorials led to a substantial penalty, which resulted in the company not even being found for its brand name. Interflora have been removing these bad links and utilising the disavow tool in an attempt to recover authority. The Penguin 2.0 update in May promised to go deeper to tackle bad link profiles. As Penguin 2.0 is an algorithmic change as apposed to a manual one, sites won’t be informed of any penalties occurred so will need to keep an eye on traffic.It is thought that data gathered from the use of the disavow tool is being used to identify unnatural link building patterns subsequently increasing the power and sophistication of Penguin 2.0.
- This diagram shows the principles of using call tracking technology, which is particularly suitable for B2B or service sites where a large proportion of the enquiries are over the phone rather than via an online form or other transaction.These are the steps involved in call tracking technology:User carries out a searchUser clicks on your adThey arrive on your website and see unique dynamic number served using the JavaScript code*They call your unique number – redirecting to your office numberThe information about the source of the traffic is matched up with the call and sent to the call tracking dashboard This information can be used to determine which keyphrases or sources of traffic generate conversions by phoneWhen a call is made a “Virtual page is visited” on your website, which is then recorded in your AnalyticsYou can set this page up as a Goal, and import this data back into AdWords to enable optimisation based on calls rather than completion of an online formCall tracking technology is available by investing in third party software. There are a few suppliers on the market, however the technology is relatively new, so you may have to shop around.*Most systems offer dynamic call number generation - where you add a code to your website and it generates a unique phone number that is displayed to each user when they arrive on the site. The software can determine the source of the traffic, and if they then call the phone number, this information is matched up and sent to Analytics and the call tracking dashboard; enabling you to see the source of the call (right down to the keyword they typed in).