Search Kernel – July 2017 Search Marketing Round-up
What happened in SEO this month?
Google algorithm activity
It’s been a relatively calm month, with the algorithm activity reported in last month’s Search Kernel continuing for a few days in early July. According to Accuranker’s Grump rating, which measures fluctuations in search rankings, there were a few angry days around 9 July and some increased activity from 23 July onwards. However, these don’t appear to be anything beyond the usual testing Google regularly conducts.
Google launches improved job-seeking functionality
Google has enriched its search experience for job seekers as well as launched a competitive suite of tools to help businesses recruit online. To benefit from the search enhancements, publishers will need to follow a range of technical guidelines, which includes getting data structured on-page using the Job Postings method.
On 20 July, Google upgraded its Search Analytics reports in Google Search Console to allow improved insight on the visibility and performance of job listings in search result pages. All this helps with Google’s latest venture, Google Hire, their new paid recruitment service that allows businesses to find and manage new talent.
Read more about the job seekers update on the Webmaster Central blog.
Google is rolling out carousels for site links
This time last year, Google started testing a new look for site links – this month they have officially announced the switch. Site links are the extra links pointing deeper into a website that you see from a search results page:
The premise is these links help searchers reach their intended page quicker. It’s good for Google and can be very good for you – getting your customers to their required page as simply and quickly as possible is key to conversion. It can have astounding results as the extra space gives your website more prominence in the results page.
So, what’s changed?
The site links are now presented as a carousel as shown by Search Engine Land in their post announcing the change. This means that mobile users can scroll through each one, potentially allowing for more links than the four or six you’re used to seeing.
But, how does that affect me?
More links to your website mean more opportunity to target your customers to the most relevant pages, and better presentation on the results page means better click-through too. So, while these updates may seem like small changes, they can have a big impact for those who choose to optimise for them.
And while there is no way to specify the pages that Google adds as site links, SEO and optimisation techniques can help search engines understand which pages on your site are the most important and generally improve the quality of the crawls.
What’s happening in paid search this month?
The new Adwords interface comes with new features
There are now multiple new features available on AdWords that not only offer further optimisation opportunities but may also give early adopters a competitive edge. It’s a great incentive to encourage advertisers to try the new user interface. Here are some of the key updates:
Brand new promotion extension
The new promotion extension helps your ad to stand out on the page as the unseen format just naturally grabs the attention. The extension appears interactive as it looks like a clickable button, which is ideal for driving up your click-through-rates:
The update also eliminates the need to change the ad copy itself every time you have a promotion or a sale, making it a great time saver!
Household income targeting for search campaigns
To gain even more insights about your audience, Google has added household income targeting to the new AdWords interface. Here are the categories available:
The paid digital team have already reviewed the feature for some Further’s clients. Unfortunately, the majority of users currently fall into the ‘unknown’ category. Nevertheless, this is still an interesting feature that could bring an interesting angle to your strategy as the data improves.
Bid adjustments for call extensions coming soon
Google has officially announced their first bid adjustments for ‘interactions’, which means that advertisers will now be able to apply bid adjustments for call extensions. Essentially, this feature will allow paid digital specialists to control the frequency of these extensions. However, call extension scheduling is already available, so the benefits of this tool are unclear.
Click here for more details on the AdWords update.
Learn about Further’s exciting and ambitious new graduate scheme by clicking here.