How do you determine your SEO program’s real performance, discounting the effects of seasonality, paid search spending or any other external factors? Columnist Chris Liversidge lays out a step-by-step process for reaching a reliable ROI calculation. The post True performance baselines & ROI…
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You might think you know AdWords, but do you know the most efficient way to get great performance? Columnist Todd Saunders shares three road-tested techniques. The post 3 Google AdWords hacks to drive high-quality leads appeared first on Search Engine Land.
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You may be using Google Analytics, but are you using it to its full potential? Contributor Khalid Saleh lays out 7 key reports with which every marketer should be familiar. The post 7 essential Google Analytics reports every marketer must know appeared first on Search Engine Land.
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Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond.
This week we have a round of very exciting changes to AdWords and some stats about the intolerability of video ad formats.
As Sophie Loras reported last week, Google has “introduced new tools and features to AdWords to specifically address the consumer shift towards mobile.”
These include:
Expanded text ads for a mobile
Headlines in AdWords will increase from one 25-character header, to two 30-character headers, giving advertisers more room to explain their products and services.
The description line will also increase from two 35-character description lines to one 80-character description line.
Responsive display ads
These are designed to help advertisers with the many different content shapes and sizes across the more than two million publisher sites and apps on the Google Display Network (GDN).
Bid adjustments for device types
AdWords will soon allow advertisers to set individual bid adjustments for each device type (mobile, desktop and tablet).
Connect online and offline with mobile
Google is introducing new local search ads across Google.com and Google Maps to reach consumers as they search for physical business locations.
New ad formats on Google Maps
To make it easier for users to find businesses around them Google Maps will offer promoted pins as well the ability to include details for one off special offers or sales.
As I reported a few days ago, you can now track the combined search visibility of all your managed web properties.
So all the separate platforms you operate for one single brand – websites, mobile sites, apps – you’ll be able to treat as a single entity. You can even add HTTP or HTTPS versions of the same site and combine multiple apps.
The aggregated data from your properties will be found in the Search Analytics of Search Console and you’ll be able to check everything from clicks, to impressions to CTR, as you would normally with single properties.
Latest research from Wibbitz on the state of video advertising reveal some fascinating – if not obvious – home truths on our tolerance for video ad formats.
45% of people said that muted ads are more tolerable than targeted, autoplay or interactive ad formats.
Also, the survey found that 70% of people won’t watch an ad longer than 10 seconds, 61% admit they always skip video ads and 42% disapprove of autoplay ads.
According to comScore, in April 2016, Bing’s share of the search market rose by 0.2% while Google’s dropped by 0.2%.
Also according to SEJ, “Google’s total share of the US desktop search market has dipped below its previous 64% to 63.8%. Microsoft’s share of desktop search is now sitting at 21.6%.”
Google has been experimenting with a variety of expanded title tag and meta description lengths in its SERPs over the last few weeks.
However, as we all expected, Google’s John Muller has this to say about Google’s constant honing of the look of its search results…
@JulianMHoffmann@methode We’re always experimenting, so I’d have a tough time saying “new” to any particular change.
— John Mueller (@JohnMu) May 24, 2016
So yeah, don’t get too excited.
Last week, Google’s John Mueller confirmed on Twitter that Google’s latest, stronger Mobile Friendly Update has been fully rolled out.
FYI The mobile changes mentioned here are now fully rolled out. https://t.co/fTB3ia6LJ2
— John Mueller (@JohnMu) May 12, 2016
This update is supposed to give an even more powerful boost to mobile-friendly pages.
When we try to figure out the winners and losers of this, it’s actually much easier to identify the losers. This has to do with Google using the same index for both desktop- and mobile-searches.
This means that a small positive change, caused by the website’s SEO or webmaster, can actually improve the visibility of both the desktop and mobile results.
This makes it quite difficult to figure out the if the ‘Mobile Friendly Update #2’ was the cause for the increase.
Nonetheless, I will show you some examples for websites where the update is the most likely cause for success.
As far as the losing websites are concerned, we are able to check for all the problems that Google said webmasters should look out for, when it comes to mobile.
We looked at the mobile visibility for 200 domains for the time frame between April 25th and May 16th, 2016. We only took those domains into account which had a visibility score of at least 3 points for the Mobile Visibility Index.
Here are the most interesting cases:
Instructables.com crashed from 44.9 points to 12.2 points in the Mobile Visibility Index (a decrease of -70.56%)
This case is very interesting as we can use the new Google Mobile Friendly Tool to analyse their mobile version.
For many URLs there are up to five resources that are blocked to the Googlebot. Some of these blocked resources are from advertisement platforms, but just blocking the resources does not mean that Googlebot might not still see the following during their crawl…
When I visited the website from my iPhone, or using the Google Chrome browser, I was shown some annoying advertisements and there are also some interstitials.
As Googlebot will obviously ignore cookies, it is very likely that Googlebot gets to see these interstitials every time it visits the site. The crash may be caused by either problem.
It not only lost visibility in the USA but also in UK and ES (they also have content in Spanish that ranks on Google.es)
Moveflat.com went from a visibility score of 3.272 to 1.929 (a decrease of -41.05%)
This is a very simple case: moveflat.com is simply not showing their mobile website to mobile users, by default. The user must actively click on a link. This makes them a good example when we consider John Müller’s statement:
“The intent of the search query is still a very strong signal – so even if a page with high quality content is not mobile-friendly, it could still rank well if it has great, relevant content“
It seems that this website does not belong to the above category.
Hipmunk.com went from a visibility score of 13.593 to 9.770 (a decrease of -28.13%)
While the people at Hipmunk.com seem very likeable with their chipmunk mascot, they also have some technical problems.
If we run the site through Google’s Mobile Friendly Test, we notice that Google will analyse the desktop version of the page. The sad part is that, if I open the website with my smartphone, I am shown a mobile version of the page.
If you do not have an appropriate mobile version of your website, or if Google cannot find/access it, you will have problems trying to rank well for mobile searches.
In the next chart you can see the historic ranking data for the desktop and mobile results for hipmunk.com for the keywords “cheapest flights.”
The red line shows the desktop positions while the blue line shows mobile rankings.
We can see that in the desktop-search they have been ranking in the top 10 for this keyword for a long time, while for mobile they only managed to crack the top 10 results three times, which is actually a pretty good summary of what is happening with the mobile friendly Google update.
As I said before, it is easier to identify the losers than the winners. While the winners could be where they are because they benefited from Google’s latest mobile friendly update, they could also show an increase because of positive SEO changes.
Boardgamegeek.com managed to increase their visibility from 5.774 points to 10.024 (an increase of +73.60%)
This case is interesting as we see a decrease in desktop visibility while the mobile-visibility is on the rise. The amazing thing is that they actually do not have a mobile version at all!
This will likely come back to Jon Mueller’s statement from before that: “even if a page with high quality content is not mobile-friendly, it could still rank well if it has great, relevant content.”
This could definitely be the case for Boardgamegeek, a domain that is already 16 years old, has a massive community of users and a lot of relevant content for the more than 77.000 games they cover.
Brainpop.com went from a visibility Index score of 8.973 to 12.950 (an increase of +44.32%)
The target audience for this educational website are young adults, who – as we all know – live glued to their smartphones. In the above chart we can nicely see how they break their negative trend after the update went live.
This shows that the same URL (the mobile update works on a URL level) has a better ranking for mobile than desktop for the keyword “electric circuits.”
Reuters.com managed to increase its visibility score from 19.315 to 27.311 (an increase of +41.40%)
In many countries we see news portals sporting a higher desktop visibility, while here we see the mobile visibility come out on top.
If we look at the ranking history below, for the keyword “indian temple”, we see the desktop rankings in red and mobile in blue. In the past, neither ranked very high, but after the update, the mobile version jumped into the top 10.
It is very likely that the domain was then able to create positive user signals through their mobile results, which then also helped the desktop ranking. This very much makes sense once we consider that Google only has one index for mobile and desktop.
Juan González is the SEO and Country Manager from Sistrix.
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: Google iOS app, food and brand queries & more appeared first on Search Engine Land.
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Google says today’s improvements for its IOS app with save users a combined 6.5 million hours this year. The post Google App for iOS gets AMP content & sports highlights in Now cards appeared first on Search Engine Land.
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