Search Engine Marketing News May 2013

Another month has flown by and it’s been a busy-ish month in the world of SEM. With no major updates around Enhanced Campaigns and Adwords in general, the main news has been about the return of a well known animal…

Penguin Is Back With A Vengeance!

Penguin 2.0 was released late May as Google’s latest update to fight against spam. This 4th update attempts to prevent spammy, low authority websites gaining positions in the SERP’s. Matt Cutts, head of web spam at Google has said that 2.3% of English queries would be affected by this update.

Google Conversational Search Live on Chrome

So voice recognition technology giving responses isn’t a new concept. Apple have been doing it with ‘Siri’ for a while now but after having a play around on both I’d say Google’s works surprisingly well. If you have the new version of Chrome, you can click on the microphone button and ask a question which Google will respond both verbally and in the search results.

There are some flaws with the voice recognition which can only be anticipated but the opportunity for search is huge and on the whole is pretty well constructed.

Google Author Authority Algorithm Launched

Further to the Penguin updates and Google’s bid to penalize spammy sites and reward quality content, more and more emphasis is being placed on industry authority figures. Google stated this month that they are working on an algorithm to determine subject authorities across the web.

Matt Cutts said – “We are doing a doing a better job of detecting when someone is sort of an authority in a specific space. It could be medical, it could be travel, whatever. And trying to makes sure that those rank a little more highly, if you are some sort of authority or a site that according to the algorithms we think might be a little bit more appropriate for users.”

Adwords Editor Update 10.1

Adwords Editor 10.1 was available this month with changes made to make it easier to make changes within Enhanced Campaigns. The main changes were to:

  • Set bid adjustments for placements, topics, and audiences.
  • Set mobile bid adjustments at the ad group level.
  • Upgrade campaigns in bulk using CSV import or the Add/update multiple campaigns tool.
  • Use the new ValueTrack {ifmobile}, {ifnotmobile} parameters.

Google Testing Ads in Google Maps

Google announced that they are testing ads within Google Maps. An pretty unsurprising move from Google which had been expected. Haven’t yet seen this in action but Google are testing search ads with and without location extensions on the map and below the search box. There is huge potential for local businesses around this so I guess watch this space!

  • Search ads with location extensions can appear directly on the map and just below the search box
  • Search ads without location extensions can appear just below the search box

Search Engine Marketing News – February 2013

Well, what can we say about search engine marketing news this month…. you may have heard a thing or two about this little thing called ‘Enhanced Campaigns’. Enhanced campaigns has been the main talking point in the industry and will continue to do so for the foreseeable future. I’ll recap on the main changes of Google’s Enhanced Campaigns and other changes that have happened in SEM this month (yes, there has been other news).

Google are giving us more control in our ‘multi-device world’? Brilliant…. oh no, wait!

I’ll admit when I first got the call from Google I was almost convinced (almost!) that the Enhanced Campaign change was a good thing. For some companies/agencies it may be, but not for the majority. Yes, there are some benefits but Google have gone about it the wrong way by ultimately giving us a lot less control.

  • Separate device bidding no longer possible (boo)
  • Tablet and desktop devices are now treated as one with no way of having separate bids for tablet (boo)
  • Mobile bid adjustments are available as multipliers from -100% to +300% at a campaign level (double boo)
  • Ad scheduling possible (woo)
  • Better call tracking (woo)
  • Data on individual site link extensions are available (finally!)

Enhanced Campaign changes have now been rolled out to Adwords Editor, making it easier for us to start making dreaded changes in our accounts.

Other News

Search Funnel Data

Finally some good news! Search funnel data is now available in the Adwords interface. We can now see data on assisting keywords directly in Adwords. It’s a good move by Google as we can see the number of assisting clicks, impressions and conversions without having to go to Analytics. It looks like this is one of the first steps in providing more attribution data, that most of us go somewhere else to find.

Google Penalising Inteflora

Google sent out a big message to advertisers this month by giving Interflora big SEO penalties. Although Google haven’t officially confirmed the penalty, there natural search results took a drastic turn for the worst… This great post by David Naylor shows how dramatic the shift was.

Interflora Rankings Dip

Free Shopping Comes to An End

Google shopping is no longer free to advertisers in the UK (and many other countries). It was good while it lasted here in the UK, but free shopping listings is no more, instead we have to set up product listing ads.

Google’s Unique Searches Drops

Google’s share of unique searches has dipped under 20%. Okay, so it’s still got the majority of searches but it’s slowly losing ground has Baidu, Bing, Yandex and Yahoo are seeing slightly increased global searches. Check out this post from Search Engine Land

Google Removes Not Provided From Webmaster Tools

The next place to not be able to get data on not provided terms was in Google Webmaster Tools. Just another update making it even harder for SEO agencies to explain to clients where there traffic is actually coming from.

So, it’s been a busy month for SEM in February…. roll on March!

5 Common Misconceptions About SEO

After writing 5 Common Misconceptions About PPC, 5 common misconceptions about SEO was in high demand (not really, I just had an urge to write it). SEO / Natural Search  just like Paid Search Marketing has many misconceptions associated to it, so I’m here to whack them right out of the park!

It Will Take Too Long to Start Ranking

You’d be surprised at how quickly your site can start ranking for keywords. Google will generally start crawling your website within 24 hours (that’s once you’ve told them to crawl it that is!). A combination of good content, HTML tags, titles and descriptions should see your site starting to rank for relevant keywords. Then once you start acquiring back links, creating fresh content and getting a presence on social media these rankings will continue to improve.

Content is All That Matters
Content may be king, but a king needs to be backed up by its army and family! In this case, it’s on page optimisation & structure, a good strategy and social media presence that will see the king keep its reign! Content is only a small part in determining your natural search engine rankings.

Content Is King

Continue reading

What is SEO?

In my last post I wrote ‘What is PPC?’, now I’ll look at SEO. If you’ve ever wondered what these three little letters mean all will be revealed!

So, what is SEO? SEO stands for Search Engine Optimization. In English, it’s the process in which websites increase the number of visitors to there website by appearing in the search results on a search engine. It is also known as Organic search or Natural Search.

How does it work?

Unlike Pay-pay-click (PPC), SEO is completely free for businesses to advertise on the search engines and appear in the search results. Search engines have a set of criteria which determines where a page or website should rank in the results. The process in which websites dedicate to improving search positions is called Search Engine Marketing.

It’s estimated that approximately 70% of clicks on ads on SERP’s (search engine results page) come from natural listings so if your website isn’t ranking on the major search engines then you’re missing out on a lot of traffic (and therefore sales/leads/new users)

Common SEO Terms

Continue reading