Gravity Global

Further is now part of Gravity Global

Same team. Same culture. New possibilities.

Following a successful 12-month transition period, we’re pleased to announce Further has now rebranded to become Gravity Global – Performance Marketing, part of Gravity Global.

We’re still the same team with the same leadership, offering the same world-class digital marketing services, but now with the power of a global group behind us. This website is no longer receiving updates – for all of the latest news and insights please visit

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Search Kernel – April 2017 Search Marketing Round-up

Search is a tough nut to crack, so on the last Friday of each month we’ll be using our digital nutcrackers to get to core information.

Not the latest kernel? Click here to see the most recent Search Kernel.

What’s happened in organic search this month?

Google has outlined a plan to tackle fake news

This month, Google have addressed via their blog the growing problem of fake news. The search engine has outlined plans to stop these posts making it onto our search engine results pages (SERPs) by:

  • Tweaking algorithms and adjusting results filters to keep “blatantly misleading, low quality, offensive or downright false information” from reaching us via a web search.
  • Updated their Search Quality Raters Guidelines, to better define and tackle misleading information, unexpected offensive results, hoaxes and unsupported conspiracy theories.
  • Rolling out feedback forms to auto-complete fields from the search page. This will pull in real-time user feedback to enable speedy removal of fake news that slips through the net.

As fake news hubs and other low-quality websites evolve black hat SEO tactics, so must we.

Mobile-first indexing update

Speaking at Next10X, Google’s Webmaster Trend Analyst Gary Illyes confirmed that mobile-first indexing is unlikely to happen this year.

Here at Further, the switch to mobile is an exciting prospect. In anticipation of what’s likely to be the biggest algorithm update since Penguin, we’re already offering our clients mobile-first search auditing at a page level.

We’ve also created an in-depth guide for what you need to know and what you need to do to survive ‘Mobilegeddon’ in our mobile-first survival guide.

Google Home launched in the UK

Google have now launched their artificial intelligence (AI) device Google Home on the UK market.


Until now, the Amazon Echo – Amazon’s home AI device, which was launched six months ago – has been unrivalled. With the price of Google Home similar to the Amazon Echo, it’s unclear which product will win the hearts of UK consumers.

comScore predict that “50% of all searches will be voice searches by 2020”. The question for us in the world of digital marketing is how we can adapt to the growing trend in voice-activated search.

Statistics show that voice searches are longer, and contain more questions than text-based searches. But, we also know that Google and search engines are getting better at matching intent and semantics to high quality content. So, should we react, or try to optimise?

Either way, voice search is here – and coupled with Mobilegeddon, the next few years in the search world should be interesting!

What’s happened in paid search this month?

One of the most exciting developments in paid digital advertising this month was the launch of Apple’s Search Ads. Check out our article announcing the news for our take on how the introduction of Apple’s Search Ads will affect app developers and paid marketing professionals.

Demographic targeting now available for Google Search Ads

Google has now launched demographic targeting for its Search Ads, giving PPC specialists an opportunity to target users based on their age, gender or parental status. Until recently, demographic targeting was only available on Google Display Network.

Demographic targeting on Search Ads means that there’s finally a chance to apply demographic data insights from Google Analytics to paid search, making our campaigns more efficient.

Learn more about demographic targeting here.

Emoji have been spotted in Google AdWords ads titles

People have spotted evidence of Google Search Ads with emojis in the headlines. Nothing has been officially launched or announced yet, but it might be that this is the next thing Google is working on.

From the examples we have, it’s obvious that emojis attract more attention:

However, some businesses may feel that emojis make their ad too informal.

We’ll have to wait and see how this story develops – up until now it’s just gossip.

In the meantime, you can take a look at more examples on this article.

Paid search update written by Alise Arente, PPC Specialist.

Find out how Further can help you achieve your objectives by getting in touch using the contact form below.


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