What’s New in Google & How Should Companies Really Use Search? CIM Conference October 2013
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Find out what is new in search and how companies should really use search in order to get the best results.
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What’s New in Google & How Should Companies Really Use Search? CIM Conference October 2013
- 1. @annstanley What‟s New in Google & How Should Companies Really Use Search? By Ann Stanley ann@anicca.co.uk www.anicca.co.uk 1
- 2. About Anicca? • • • @annstanley Formed in 2007 we now have a team of 15 in Leicester Technical experts in: • Search marketing • PPC (paid search, paid social and display) • Search engine optimisation and content marketing • Social media marketing • Analytics and Conversion optimisation • In top 5 AdWords Certified Partners outside of London, currently submitting Analytics accreditation • Preferred Partner for agencies • Ecommerce • Ecommerce web development • Ecommerce marketing, search, multi-channel, affiliate and email • Technical development and integration • Web development (ecommerce and database websites) • Data feeds, ecommerce and software integration We offer training and consultancy as well as project implementation • 2
- 4. @annstanley Growth in Digital IAB/PwC - UK Digital Adspend Hits Record 6 Month High of £3bn (Oct 2013) • Digital Ad spend in 2013 is up 17.5% to a record six-month high of over £3 billion (or £66 per person online) • Mobile now accounts for 14% of total digital spend • British consumers spend on average 43 hours a month online, and social networks and blogging now accounts for 12% of internet time. 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) 4
- 5. @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 Google? Display Classified Others 5
- 6. @annstanley Google results for [luggage] Pay per click ads Organic or natural search results Product Listing ads (paid) Local business listings Pay per click ads 6
- 7. @annstanley 1) Organic search (SEO) 7
- 8. @annstanley What is SEO? “The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfil their information needs.” – To perform well in terms of SEO a website needs to: • Provide compelling, useful and engaging content that is relevant to searchers • Present this content in a user-friendly way that promotes engagement and sharing • Become an authority within the industry by generating natural links, mentions, references across the web 8
- 9. @annstanley Background to Search Engine Optimisation (SEO) SEO can be split into two main areas: • On page Optimisation: – Ensuring the website is “search engine friendly” i.e. technically setup correctly to allow pages in the website to be indexed by the search engines aka “spidered”. – Ensuring the website contains the relevant keyphrases used by searchers • Off-page optimisation (link earning and building your site authority) – Build links from trust worthy sites considered “authoritative” by search engines – Factors include: age of domain, location where it is hosted, inbound links, social media indicators, updated often with regular addition of new content onto the site. 9
- 15. @annstanley Local listing (in Google+) 15
- 16. @annstanley Shoe Zone Google+ page 16
- 17. @annstanley Ann Stanley Google+ page 17
- 21. Google+ Why is it important? @annstanley • Google+ pages have authority so a link from a Google+ page should pass authority to your site – – – – Need to post to Google+ and/or Google+ Communities Add +1 icon on your content to encourage others to +1 Comment and interact with Google+ Get colleagues/customers to follow your brand page • Authorship indicates authority and could possibly be a ranking factor in the future • Moz have found positive correlation with top ranking sites and Google+ activity • However, currently +1‟s are not meant to have any affect (according to Google‟s Matt Cutts) 21
- 23. @annstanley Expansion of Data Highlighter Schema mark-up 23
- 25. @annstanley In depth articles (Google.com) 25
- 29. @annstanley Multi-device syncing/tracking • These updates all encourage signing in to Google+, mainly because it allows Google to track users across devices. • For example, Google Now will recognise search queries entered by users on desktops and align itself to providing relevant information on their mobile devices. 29
- 31. Interflora and Google‟s Penguin 2.0 Update @annstanley 31
- 32. Penguin 2.0 Update May 22nd 2013 @annstanley 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 e.g. in online PR and guess blogging sites • Poor quality outreach campaigns 32
- 33. Penguin 2.1 4th October 2013 @annstanley • Affects 1% of all searches • Looks for “unnatural links” deeper into your website not just the homepage • Have you received an “unnatural link warning” in your Webmaster Tools account? • SEO traffic could drop by 50% for a partial warning – more for a full warning 33
- 34. @annstanley What are “unnatural links” • Unnatural Links are links that you control, create or buy; as compared with natural links which are generated by real users who value your content enough to link to it. • Typically found in sites where you can upload the link yourself e.g. unedited directories, article sites • Often contain “exact match keyphrases” in the anchor text of the link or may be present on every page on the site • Examples of unnatural links already on the “black list” – Buying links using exact match anchor text – Blog/forum comments (which are done solely for the link) – Guest Posts which are posted on irrelevant sites (which are lowquality) – Article directories (which are used to create a link) – Online PR/syndication (done solely for SEO purposes with no valuable content) – Web designers with exactly the same link at the bottom of every site they build 34
- 35. @annstanley Corrective action (disavow) • • • • • • • • • • • Use Webmaster tools to identify all the links to your site Create a spread sheet and click into each link Classify each link according to type and grade each link as natural or unnatural Collect contact details for each webmaster and contact all webmasters to remove link, keeping copies of all correspondence Log removal or feedback, if necessary try again (and possibly a third time) Provide all the data to Google with evidence of your attempts to clean up your link profile and requests to “disavow any remaining unnatural links” Wait to see their response and if necessary you may have to remove further links and try again It takes 1-2 days to review and clean up around 500 links and a couple of weeks to get webmaster tor help you (if at all) Takes a number of weeks for Google to review and re-index Drop of traffic can only be made up by using AdWords (if affordable) Re-build your link profile with good links from reputable sites 35
- 37. @annstanley Don‟t forget about Panda! • Google Panda‟s latest major update seemed to have hit in March 2013, but with ongoing monthly changes • Google is likely to incorporate Panda into Google‟s main 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 • You need to consider your site as a hub for content marketing and publishing to stand out as an expert in your field • Invest in the quality and usefulness of your site rather than the old world view of SEO “where you just add a few keyphrases to your content” 37
- 39. @annstanley Hummingbird • Released to coincide with Google‟s 15th birthday (August 20th) • Major change which focuses on the way we ask a series of questions in context (“semantic search”), rather than us searching on a deliberate string of keyphrases • This will help with the use of voice search, as it is similar to the way we speak rather than what we type in • Results often include the knowledge graph which contains the answers - so users can get what they want to know without leaving Google (especially when using Google Now on a mobile) 39
- 40. @annstanley Examples of Hummingbird • Transamerica building images VS. • Give me pictures of the Transamerica building • Height of Transamerica building VS. • How tall is it 40
- 43. @annstanley SEO = Content marketing 43
- 45. Google Media Tools – new publishing platform? @annstanley 45
- 46. @annstanley 2) Paid search (AdWords) 47
- 48. @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 automatically upgraded all AdWords campaigns to Enhanced campaigns in July 2013. 49
- 49. The controversy – Mobile campaigns @annstanley • 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 is at ad group not keyword level • Expected to lead to a bid inflation, as everyone is forced to use mobile • You can have a preferred ad for mobile, but you have to manually select the ad in each ad group 50
- 50. @annstanley Bidding by device and results 51
- 51. @annstanley Bids by location (on settings tab) 52
- 52. @annstanley Scheduling – new format 53
- 53. @annstanley Ad Extensions - Sitelinks 54
- 56. @annstanley Localised results & Click to call 57
- 57. @annstanley Call and location extensions 58
- 58. @annstanley Call Extension data New enhanced ads have Google call forwarding (for free) and additional features 59
- 60. @annstanley Social extensions Don’t forget the SEO importance of every connection or post in Google + 61
- 61. @annstanley App extensions (mobile and tablets) 62
- 62. @annstanley Communication extension – beta test • Most advertisers do not have access to this extension, because it is still in beta 63
- 63. @annstanley Star rating (not an extension!) 64
- 64. New Image extension (Images with text ads) @annstanley 65
- 65. @annstanley Review extension and Shared endorsements • Quoted review from a third party validated source – set up in AdWords ad extensions • Shared endorsements use your details in ads • Automatically linked once you accept terms and conditions 66
- 66. @annstanley Shopping results and Product Listing Ads 67
- 67. @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 68
- 69. @annstanley Examples of Product Listing Ads 70
- 70. @annstanley Expanded PLA on mobile 71
- 72. @annstanley What is Remarketing? • Remarketing is an online marketing technique where you show adverts to users who have previously visited your website as they visit other websites. • Users can leave your site without purchasing, even if they may have had a genuine interest in your services. Remarketing helps us to connect with these potential customers again. • Remarketing is also known as “stalking” – Some users have reportedly found this technique annoying, but with a frequency cap in place there are some really great results possible. • We can use various techniques to target users with Remarketing. This is an extremely fascinating feature within Google AdWords 73
- 73. @annstanley Examples of remarketing ads 74
- 74. @annstanley 3) Analytics updates and AdWords integration 75
- 77. Dynamic PPC script with conversion value @annstanley The actual field used will depend on your shopping cart and the program used to write your ecommerce software e.g. php 78
- 78. Conversion & Analytics data in AdWords @annstanley 79
- 79. Conversions Attribution – top paths leading to a sale @annstanley Assisted click – in conversion path Last click before a conversion Note: New screen in Analytics is now in B & W 80
- 80. Integration of channels (last click vs. assisted click) @annstanley 81
- 81. @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 a unique phone number for 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” 82
- 82. @annstanley Our labs! • AdWords Scripts • Landing page testing • Integrated Analytics & AdWords Reporting (Insights Reporting Tool) • Ecommerce – New PrestaShop plug-ins and Reflex data-bridge • SEO links/site authority reporting • PPC Competitor analysis 83
Notas del editor
- FreeOrganic or natural listings – search engine optimise your website i.e. SEOUniversal results – Images, videos, books etc. – make sure these have keyphrases in the file names and tagsNews, blogs and author results – create ongoing blog content on your site or via news feed sites (PR) Map – create a free Google Local listings– this is now part of Google+ (also in Bing Local) Knowledge graph/Local Listing in right hand panelPaidAds – set up an AdWords pay per click account – where you bid on relevant phrases and you pay if they click on your adShopping results – feed your ecommerce database into Google Merchant Centre and use Product Listing ads in AdWords
- 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.
- 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
- 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.
- 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.
- The new “Enhanced ads” were introduced in July 2013, with some of the biggest changes to AdWords for a number of years.Although there were a number of improvements in functionality; ad extensions were not well received because they no longer allow advertisers to have separate campaigns for each device. This has been regarded as a retrograde step - taking control away from the advertiser and also raising costs.
- Unfortunately the use of mobile bid modifiers has not given advertisers as much control of their campaigns as they had before the new “Enhanced ads” were introduced. This is because tablets and desktops are grouped together, even though they do not perform equally well. Also it is no longer possible to have a separate campaign targeted at one device.
- Sitelinks were one of the first and most popular ad extensions. These allow the advertiser to promote other services or use calls for action, by having additional text links under the main ad.
- 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).