Web Search & Marketing Newsletter – June 2017

Welcome to the latest issue of our regular monthly newsletter which features news, tips and advice on effective website marketing, with a particular focus on search engine marketing techniques and trends.

In our first article this month we take a look at Google’s recent release of new audience solutions for AdWords Search and Shopping campaigns, and how that can assist in targeting both loyal and potential new customers. The second article looks at Google’s recent improvement to AdWords Quality Score reporting and how this can help to optimise campaigns.

In the final article this month we take a look at how Google Tag Manager now includes Analytics integration and how this can make it easier to manage multiple tags and tracking options.

You can read more below, or you can also browse through previous editions of the newsletter by month. You can also follow us on Twitter for the latest developments during the month, or follow our Facebook page or Google+ page for updates.

On to this month’s edition…

Google Releases New Audience Targeting in AdWords

Engaging both new and loyal customers is just as important to an online business, and so to help attract more potential new customers, Google has started to release ‘similar audiences’ for Search and Shopping campaigns. Alongside this, new Customer Match for Shopping targeting will also help businesses use their own data to reach the right customer with the right message. This is in addition to Remarketing Lists for Search Ads (RLSA) which have been around for a while to reconnect with people who’ve been to a website before.

The ‘similar audiences’ option in AdWords helps to find people who share similar interests with a business’s best customers, right when they’re searching for relevant products and services. This makes it easy to expand reach by connecting with more people who want what you have to offer. For example, if you’re marketing a hotel in Sydney using RLSA and you want to connect with Summer travellers, then the people in your “Recent Converters” list might be searching for things like ‘flights to Brisbane,’ ‘scuba classes,’ and ‘flip-flop sandals.’ Powered by Google’s machine learning, similar audiences use these search trends to help you find people who are looking for the same things as existing customers, even if they’re not already on remarketing lists.

By connecting with more qualified customers, similar audiences can help unlock new opportunities to grow a business, so that targeting generic terms may work better with a similar audience applied to them. You can also use it as a bid modifier to be more competitive in a crowded auction, tailoring your bids to reach people who are more likely to buy. According to Google, Fiat Chrysler Automobiles, a leading global auto company, used similar audiences for Search to increase conversions by 22%.

It’s now possible to see Search list size estimates for similar audiences, letting businesses know how many people they can reach. These audiences can be applied to both Search and Shopping campaigns. You can learn more about similar audiences here.

Customer Match for Shopping campaigns will soon be available globally. By using existing email lists, Customer Match makes it easy to focus Shopping campaigns on high-value customers, like previous purchasers, newsletter subscribers, rewards members and in-store shoppers. You can learn more about Customer Match here.

For instance, if you manage marketing for an online apparel retailer and you’re interested in connecting with your rewards members, to make it easy for you to reach these customers when they’re shopping you can now use your “Rewards Members” customer email list to show them relevant Shopping ads featuring your latest styles (subject to minimum volume requirements).

If you want to know more about how similar audiences and Customer Match can help your business, please contact us now.

AdWords Quality Score Reporting is Improved

During May Google began rolling out several improvements to Quality Score reporting that make it easier for advertisers to get more visibility into these scores. Effective ads connect people with the content that’s most relevant to them, right when they’re looking for it. In AdWords, you can assess how relevant your keywords, ads, and landing pages are by evaluating Quality Score and its components: expected clickthrough rate, ad relevance and landing page experience.

Three new optional status columns that show useful Quality Score components have been added to the Keywords tab for “Exp. CTR,” “Ad Relevance” and “Landing Page Exper.” These columns can be added to keyword reports to get a comprehensive snapshot of the keywords’ current scores.

To improve campaign performance, it’s important to understand how changes to a account – like ad optimisation or landing page experience – impact Quality Score. It’s now possible to view historical Quality Score data as well, and their three main components, for all of the keywords to understand how they’ve changed over time. This data is available via four new columns: “Qual. Score (hist.),” “Landing page exper. (hist.),” “Ad relevance (hist.)” and “Exp. CTR (hist.).”

There are two important things to know about these seven new columns:

• They reflect the last known score for the date range you selected.
• Historical data isn’t available for dates earlier than January 22, 2016.

Also, if you apply the “Day” segment to Keyword reports, these columns will show daily values that reflect what your scores were at the end of each day. Therefore these additional reporting columns are a useful addition by Google, which will help to assist the optimisation of campaigns by being able to monitor how the Quality Scores have been changed due to adjustments or trends in the market.

If you would like more information about how Quality Score optimisation can improve your campaigns, contact us now.

Google Tag Manager Includes Analytics Integration

An increasing number of websites are now moving their tracking code strategy towards Google Tag Manager (GTM), which can make it easier to manage multiple tags and tracking options. However, it can be technically more complex to set up compared to Google Analytics, although Google has now introduced an easier way to help this process.

As website tracking options become more sophisticated, marketers may require measurement through Google Analytics tags, or the application of event tracking tags for clicks on certain buttons, links leading away from a site, form submissions, and so on. Keeping the settings for all of these tags in sync can be a challenge as users have to ensure that Tracking IDs are set correctly and that any custom settings are consistent.

Making changes to things like Custom Dimensions and Metrics across multiple tags can require repetitive work or cumbersome workarounds, and so to help users with these tasks, Google has announced new Google Analytics Settings Variables in GTM.

A Google Analytics Settings Variable acts as a central location to configure sets of Google Analytics settings for use across multiple tags. This means that instead of having to enter your Google Analytics settings over and over again in each new Universal Analytics tag in GTM, you’ll simply be able to select (or create) a Google Analytics Settings Variable to apply to the tag.

With this simpler process it will make it easier to manager tracking tags and avoid the chance of errors in the settings. Users can have as many Settings Variables as required for different combinations of settings, and it’s easy to override specific fields in a given tag with the click of a checkbox. This feature will now appear in all Universal Analytics tags as the primary option and should make the implementation of GTM easier for many users.

If you’d like more information about the Google Analytics Settings Variable in GTM, please contact us for more information.

We hope you’ve found this month’s newsletter useful. As usual, if you have any questions or need help with any of these items, please contact us if you need any more information on the items covered, or our advice on any aspect of your website’s performance.

Welcome to the latest issue of our regular monthly newsletter which features news, tips and advice on effective website marketing, with a particular focus on search engine marketing techniques and trends.

In our first article this month we take a look at Google’s recent introduction of a new “home” page for its Analytics website User Interface. The second article looks at their roll out of Smart Display campaigns for AdWords and how this can help to improve your brand awareness.

In the final article this month we take a look at the recent press release by the Interactive Advertising Bureau in Australia that shows digital advertising expenditure surpassed $7b in 2016 and what sections of the industry saw the largest growth.

You can read more below, or you can also browse through previous editions of the newsletter by month. You can also follow us on Twitter for the latest developments during the month, or follow our Facebook page or Google+ page for updates.

On to this month’s edition…

Google Introduces the New Analytics Home Page

As featured in our March newsletter, Google recently introduced a new look for its Analytics User Interface. Now they have started to roll out a further enhancement with a new Home screen when you first access an account, to give new insights into the data being recorded.

Since 2016 Google has been improving Analytics with the goal of making it even easier for anyone to gain the business insights they need. A fully redesigned mobile app for better insights ‘on the go’ was introduced last year and more recently, automated insights were added in the mobile app, which has now been downloaded over a million times. In late May Google introduced additional enhancements designed to help Users make better data-driven decisions based on a deeper understanding of website visitors.

The new home page, which is currently being rolled out across Google Analytics accounts, is represented by a new landing page for all accounts. This “Home” page now offers an overview of key aspects of a business’s online presence.

Here are a few highlights:

• You can see snippets from a curated set of Google Analytics reports, including real time data, with simple and streamlined controls. Each snippet is preceded by a helpful question that frames the data, such as “When do your users visit?” or “Where do your users come from?”.
• Want to dig deeper? Hover on any data point for more details or drill into the relevant report with the provided link on each card.
• “Home” is automatically configured based on your setup: For example, if you have Goals or Ecommerce, you’ll see the page change accordingly.

Existing reports have not changed. The Audience Overview report, which used to be the default landing page, is still available: just open the “Audience” section in the side navigation and click on “Overview”.

If you’re looking for the latest enhancements to the basic Google Analytics experience you can find them in the new “Discover” page, which has a link just next to the Admin link at the bottom of the left navigation panel. As the name suggests, Discover offers products and experiences that might be found useful when working within the Google Analytics account. These could be products like Google Optimize, tools like the Google Analytics mobile app, helpful features like Custom Alerts, or even useful educational materials from the Analytics Academy.

Both of these additions will be rolling out to all Users over the next few weeks and Google hopes these new additions will help make it easier to get the most out of Google Analytics.

If you want more information about how Google Analytics can help to improve the performance of your business, contact us now.

Google Rolls Out Smart Display Campaigns for AdWords

Smart display campaigns began rolling out to all AdWords advertisers from the end of April, with the intention of letting users reach more customers easily on the Google Display Network. Using the power of Google’s automation, these campaigns are designed to make it easier to advertisers to create campaigns that reach the target audience at the right time, and with the right message.

There are now over 3 million apps and websites on the Google Display Network (GDN), from popular news websites to the latest gaming apps. No matter what potential customers are doing to stay informed or entertained across the GDN, it’s important for advertisers to reach them with timely and relevant messages. In order to do that, it’s necessary to find the right customers, tailor your creative to them and set optimal bids.

This is where the new Smart display campaigns come in, as they use the power of Google’s machine learning to automatically:

• Connect your business to prospective customers who may be interested in your products, using insights from millions of apps and sites
• Create beautiful image, native and text ads that fit anywhere across the GDN
• Set the right bids to meet your performance goals.

Only Google provides automation like this at scale, helping to deliver richer experiences to consumers and better results for a brand. Google states that advertisers who use Smart display campaigns are seeing an average 20% increase in conversions at the same CPA, compared to their other display campaigns.

The large hotel search platform, Trivago, is cited as using Smart display campaigns to help travellers around the world find hotel rooms that meet all their travel needs. The travel brand provided creative assets (with headlines like “Find Great Hotel Deals,”), together with descriptions of its hotel listings and beautiful images of destinations like Rome and London, plus its logo. They also set business goals, with a target CPA and daily budget.

AdWords did the rest, creating over 25,000 tailored ads and showing them to travellers shopping for hotel deals. With Smart display campaigns, it’s claimed that Trivago drove 36% more conversions at the same CPA, compared to its other similar display campaigns. The brand now uses Smart display campaigns across markets in Europe, Asia and North America. So the potential is evident and this is a significant step forward for Google’s Display Network.

If you want to know more about how Smart display campaigns and how to implement them, contact us now for details.

We hope you’ve found this month’s newsletter useful. As usual, if you have any questions or need help with any of these items, please contact us if you need any more information on the items covered, or our advice on any aspect of your website’s performance.

Welcome to the latest issue of our regular monthly newsletter which features news, tips and advice on effective website marketing, with a particular focus on search engine marketing techniques and trends.

In our first article this month we take a look at the important forthcoming launch by Google of exact match close variants in AdWords and what this means for keyword search results and conversion rates. The second article looks at Google’s roll out of Optimize, the website testing and personalisation tool, which is designed to help businesses improve their customer experiences and business metrics.

In the final article this month, we take a look at the eventual closure of DMOZ – The Open Directory Project – which had been kept running despite well outlasting its usefulness.

You can read more below, or you can also browse through previous editions of the newsletter by month. You can also follow us on Twitter for the latest developments during the month, or follow our Facebook page or Google+ page for updates.

On to this month’s edition…

Google AdWords Exact Match Close Variants

Over the coming months Google AdWords is expanding close variant matching to include additional rewording and reordering for exact match keywords. This is to ensure that the right keywords are used to reach the right customers and to eliminate the need to build exhaustive keyword lists to reach these customers.

Close variants help to connect with people who are looking for a business, despite slight variations in the way they search, and now the expansion of close variant matching will include additional rewording and reordering for exact match keywords.

Through this expansion, Google claims that early tests show advertisers seeing up to 3% more exact match clicks on average, while maintaining comparable clickthrough and conversion rates. This is done by ignoring ‘function’ words and including reordered variations of a keyword. Function words are prepositions (in, to), conjunctions (for, but), articles (a, the) and other words that often don’t impact the intent behind a query. For example, the “in” in “hotels in new york” can be safely ignored because it doesn’t affect the meaning. However, the “to” in “flights to new york” would not be ignored, because a “flight from new york” is not the same as a “flight to new york.”

Reordering won’t add any words to the keywords, but exact match will now use that same logic to match with queries that are reordered variations of keywords, such as “buy new cars and “new cars buy.”

With this expansion of exact match close variants, it’ll no longer be necessary to build and maintain lists of reworded and reordered exact match keywords to get the required coverage. If reworded or reordered keyword variations are already used, AdWords will still prefer to use those keywords identical to search queries. (Phrase match keywords aren’t included in this update).

This is a useful addition by Google, but the results from the expansion will need to be closely monitored to ensure that the average cost per click doesn’t rise and that claims about the additional clicks having comparable clickthrough / conversion rates is actually the case in practice.

You can read more about keyword matching options here, or please contact us for more details about this change.

Google Rolls Out Optimize

First announced last year, Google has been rolling out their new Optimize service, so that some Analytics / AdWords users now have access to this and it will eventually be made available to all users for free. As a web and mobile-web testing and personalisation tool, Optimize is designed to help businesses improve their customer experiences and business metrics.

Google previously included Experiments as part of a Google Analytics account, and Optimize is an extension of this, developed as a separate account but part of the overall Analytics login platform. It’s designed to make testing as simple and easy as possible for companies to use their Analytics data efficiently as part of a conversion optimisation process.

Optimize is built on top of the Google Analytics platform, which means that users can take the customer insights from Analytics to test against business metrics that make a difference — such as goal conversions and e-commerce transactions – without any additional development work. Tests can be set up such as simple A/B testing to more complex multivariate tests, which can be customised for different customer segments which increases the flexibility of any testing programme.

This new tool is easy to set up with the addition of a line of code to Google Analytics on a website, and then the ‘visual editor’ enables users to quickly and easily create variants of their web pages without any recoding. The ‘click to edit’ interface means that even non-technical teams can use it. A diagnostics tool also alerts users to potential problems with the testing before starting the activity.

Of course, before running any testing programme you need to identify what should be tested, what the objectives are and the expected or target results. You also need to have a reasonable sample size of users and sessions to make the test work effectively, but as an integrated tool as part of the Google Analytics suite of products, Optimize is a welcome addition and one that should be considered.

If you’d like more information about Optimize and the testing opportunities for your website, please contact us for more information.

The End of DMOZ

DMOZ, or The Open Directory Project, that uses human editors to organise websites has closed. This marks the end of a time when humans, rather than machines, tried to organise the web and the announcement came via a notice that’s now showing on the home page of the DMOZ site, saying it closed on March 14, 2017.

DMOZ was born in June 1998 as “GnuHoo,” then quickly changed to “NewHoo,” and was set up as a rival to the Yahoo Directory at the time. Yahoo had faced criticism as being too powerful and too difficult for sites to be listed in. DMOZ was soon acquired by Netscape in November 1998 and renamed the Netscape Open Directory. Later that month, AOL acquired Netscape, giving AOL control of The Open Directory.

Also born that year was Google, which was the beginning of the end of human curation of websites. Google bought both the power of being able to search every page on the web with the relevancy that was a hallmark of human-powered directories. As the web developed at a rapid rate, the demands of a human edited directory meant that these sites quickly became outdated and obsolete. However, DMOZ did go through a phase of being a resource used by Google and many companies tried to get listed, usually unsuccessfully as the number of editors on the site declined.

Yahoo eventually shifted to preferring machine-generated results over human power, pushing its directory further and further behind-the-scenes until its closure was announced in September 2014. The actual closure came in December 2014, with the old site these days entirely unresponsive. DMOZ continued, even though for marketers and searchers it had also long been mostly forgotten as a resource, so the only surprise in this news is that it took so long to close!

DMOZ will live on in one unique way – the NOODP meta tag. This was a way for publishers to tell Google and other search engines not to describe their pages using Open Directory descriptions. While the tag will become redundant, it will also remain lurking within web pages that continue to use it for years to come.

If you’d like more information about DMOZ and the recent closure, please get in touch.

We hope you’ve found this month’s newsletter useful. As usual, if you have any questions or need help with any of these items, please contact us if you need any more information on the items covered, or our advice on any aspect of your website’s performance.

Welcome to the latest monthly issue of our regular newsletter which features news, tips and advice on effective website marketing, with a particular focus on search engine marketing techniques and trends.

In our first article this month we take a look at the new AdWords and Analytics User Interfaces, which should interest both Online Marketers and Data Analysts who want to know more about the recent structural and visual improvements in these services. The second article looks at Google’s filtering of ‘bad ads’, and what techniques were used to tackle bad sites and scammers in 2016.

In the final article this month we take a look at Google’s free Data Studio and the significant recent announcement, which should be useful to organisations’ collaborative reporters, that the limit of five free reports has been removed.

You can read more below, or you can also browse through previous editions of the newsletter by month. You can also follow us on Twitter for the latest developments during the month, or follow our Facebook page or Google+ page for updates.

On to this month’s edition…

New AdWords and Analytics User Interfaces

This year, users of Google AdWords and Analytics will see a new look to both these services. The refreshed Google Analytics interface has now rolled out to most accounts over the past month, and the changed Google AdWords look will be coming soon, with a more gradual rollout over the next few months. Google has made these changes to reflect the increased usage through mobiles and multiple devices, and based on extensive research and user feedback. The changes will require some adjustment, particularly in AdWords, but marks another significant move forward for both of these services.

With Google AdWords, the user feedback that Google received about the way the current interface should improve suggested that it should be more about a user’s business, and less about the AdWords product. That was taken on-board and there is now the ability to see the data most relevant to business goals, to enable more time to be spent optimising campaigns and identifying opportunities. There’s now less clutter and more intuitive workflows, so it’s possible to quickly make changes that can move a business forward.

The new look does represent quite a change however, and the most noticeable difference with this new AdWords ‘experience’ is the look and feel, due to the ‘Material Design’ language being used that’s at the core of favourite Google apps like Maps, Search, and Gmail. This allows AdWords to focus on the business and not around features, but with the tools used to get things done being simple, yet powerful. For example, the new Overview page provides relevant insights about the AdWords account and helps to easily visualise them, so action can be taken. The clutter has been removed and navigation has been made easier, so it’s possible to do more in less time.

This has resulted in feedback from Users who have said that the new experience is faster, more intuitive, and that it’s easier to get things done. So at this stage, the feedback indicates that Google’s vision is coming to fruition by building a platform that’s easy to use and helps to reach unique business goals.

Google Analytics has been running for over 10 years and has had many new features and reports added to it over this time. In the last few months, Google have been building a simpler User Interface while still retaining the key functionality that people frequently use.

These are the first part in a series of improvements that have been implemented since October:

• Simplified navigation – A brand-new navigation using Google’s Material Design standards, and Admin is now pinned to the bottom of the navigation.
• Customisation, all in one place – Previously, reporting Customisation items were spread out. Now, all Customisation elements are contained under a single “Customisation” menu.
• Simplified Google Analytics View switching – The old “Home” account/property/view picker page has been replaced by the new picker in the header, which allows you to switch views from any page in the product.
• A streamlined login flow – Logging in now automatically takes you to the last Google Analytics View you were looking at the last time you logged in.
• An adjustable default date range – You can now change the default date range that Google Analytics reports load with. The default setting of 7 days (rather than 30, previously) can be changed in the Google Analytics user settings.
• Changes to Intelligence Events – Custom alerts have moved to the new Customisation section and will continue to function as normal but the Automatic Intelligence Events have been removed from Google Analytics, and will soon be replaced by automated insights from Google Analytics Assistant.
• In-Page Analytics – This report has now been removed from Google Analytics web UI but it’s still possible to access in-page analytics with the official Chrome Extension.

The UI changes to both AdWords and Analytics have certainly improved their clarity of navigation and ease of use. Also, they are becoming more tightly integrated with each other, which makes retrieving the required data to enhance a business much more straight-forward.

If you want to know more about how the use of the latest interfaces can help to improve your business, contact us now for details.

Google’s Filtering of ‘Bad Ads’

Google recently posted in their AdWords blog a summary of their efforts to stop ‘bad ads’ appearing on their network in 2016. These bad ads might be trying to promote illegal products or make unrealistic offers, or they can trick people into sharing personal information and infect devices with harmful software. Such actions can also reflect badly on Google’s platform, so they take steps to prevent these ads appearing whenever possible.

These ‘bad ads’ can be search or display ads, and Google does have strict policies about the type of ads allowed to run on their system. There are automated filters in place to trigger ad disapprovals, as well as a team of experts who will review ads and make a decision on their use. In total, 1.7 billion ads were identified in 2017 as ones that violated Google’s policies and were therefore blocked or removed. This was double the number from the year before.

In the past year Google extended their policies and removed ads that were misleading or making predatory offers, such as payday loans (over 5 million ads removed worldwide). They also enhanced their system to try to spot and remove contravening ads as quickly as possible, such as display or mobile ads that try to trick viewers to click on the ad due to a false warning message that may actually lead to the downloading of harmful software or malware (112 million ads in 2016 – 6 times more than in 2015).

The other types of ads that were widely blocked were ads for illegal products, such as pharmaceuticals (68 million ads) or unauthorised gambling products (17 million ads). Misleading ads, such as some weight loss products, were also removed (80 million).

Other types of blocked ads were ‘self clicking ads’ on mobiles that don’t appear to be ads, and also ones that try to get around Google’s system such as ‘tabloid cloakers’ which are banner ads that appear to look like headlines of a topical subject on a website, but actually link to a completely different website promoting products that Google would otherwise ban.

Google will ban the ads they find that contravene their system, as well as the advertiser depending on the threat or frequency of the bad ads. It is, however, a growing problem and one that Google is continuing to fight more effectively and quickly to maintain the trust of their advertising network, from both advertisers and viewers who may be adversely affected.

Hopefully you’ve not been affected by bad ads from either the advertiser or consumer angle, but if you would like more information about this, please contact us for details.

Free Access to Google Data Studio

Google recently announced a significant change to their Data Studio product, which is their data visualisation product first launched in May 2016, by providing free unlimited access to users. Data Studio turns data into informative reports and dashboards that are easy to read, easy to share, and to fully customise. Since that launch there has been positive feedback and tremendous demand for the product so Google has now enhanced it to make it even easier to use via templates and by adding many new data connectors.

This recent change, announced in February 2017, is that the previous five-report limit in Data Studio was removed and users now have unlimited access to reports. The paid Data Studio 360 version already allowed this, but this significant change now makes it possible to create and share unlimited reports, for free. This change is combined with a design goal to accelerate the ability to fully leverage all the data across an organisation, to ultimately make better decisions.

One of the fundamental ideas behind Data Studio is that data should be easily accessible to anyone in an organisation. Google believes that as more people have access to data, better decisions will be made. Also, with multiple data connectors, dashboards can now be easily created from many different types of data to share with everyone in an organisation and data sources can be mixed and matched within a single report. For example, Analytics and AdWords data can be combined into a single report.

Multiple data connectors enable Google Analytics, Google AdWords, Google Sheets and many other Google services to be integrated, which allows Data Studio to be more that just a report sharing tool but one that provides real collaboration within a business. The same infrastructure as Google Docs has been used, so reports can be edited together, in real time. This is useful as data from multiple teams can be combined with other teams that add analysis and context to the report.

There are multiple visualisation tools to style reports and data, with the recent inclusion of bullet charts that help you communicate your progress towards a business goal, in addition to the existing bar charts, pie charts, time series visuals and the advanced tabular data heat mapping feature. There are also stylistic design tools and interactive data controls, like a date picker and dynamic filters that enable report editors to make reports interactive for their viewers.

Data Studio’s ability to use pre-built data connectors make it easy to bring together all the required data in the way it’s needed, to create collaborative, interactive and dynamic reports. It’s a welcome addition to Google’s free services and has been receiving excellent feedback from users.

You can see the free version of Data Studio here and if you want more information about how Data Studio can be used to improve your business’s reporting, please contact us now.

We hope you’ve found this month’s newsletter useful. As usual, if you have any questions or need help with any of these items, please contact us if you need any more information on the items covered, or our advice on any aspect of your website’s performance.

Welcome to the latest monthly issue of our regular newsletter which features news, tips and advice on effective website marketing, with a particular focus on search engine marketing techniques and trends.

In our first article this month we take a look at the term ‘crawl budget’ in relation to Google Search Console, which applies to the Googlebot that crawls websites to index their pages for the search engine rankings, and the implications this may have for search marketers. The second article looks at Google AdWords, and examines search terms that Google classifies as ‘low search volume’, with advice about how best to approach the use of those keywords.

In the final article this month we take a look at how best to avoid fake emails. These can be in the form of scams, or thinly veiled online marketing sales pitches and this advice should be useful for individuals or businesses who are keen not to fall into these potentially serious traps!

You can read more below, or you can also browse through previous editions of the newsletter by month. You can also follow us on Twitter for the latest developments during the month, or follow our Facebook page or Google+ page for updates.

On to this month’s edition…

What ‘Crawl Budget’ Means for Googlebot

Webmasters have various definitions for ‘crawl budget’, which is a term that refers to Googlebots that crawl websites to index their pages for the search engine rankings (i.e. ‘Crawling’ is the start of the process to get websites into Google’s search results). Efficient crawling of a website helps with its indexing in Google Search.

Google recently clarified the meaning of ‘crawl budget’, which covers a range of issues, but they also emphasised that it’s not something that needs to concern the majority of webmasters, whose sites have less than a few thousand URLs, as most of the time, sites of that size will be crawled efficiently.

Crawl rate limit

Prioritising what to crawl, when and how much resource the server hosting the site can allocate to crawling, is more important for bigger sites, or those that auto-generate pages based on URL parameters, for example. Crawling is Googlebot’s main priority, while making sure it doesn’t degrade the experience of users visiting the site. This is called the ‘crawl rate limit,’ which limits the maximum page fetching rate for a given site.

Crawl health

If the site responds really quickly for a while, the limit goes up, meaning more connections can be used to crawl. If the site slows down or responds with server errors, the limit goes down and Googlebot crawls less. By setting the limit in Search Console, website owners can reduce Googlebot’s crawling of their site. (Note that setting higher limits doesn’t automatically increase crawling).

Crawl demand

Even if the crawl rate limit isn’t reached, if there’s no demand from indexing, there will be low activity from Googlebot. The factors that play a significant role in determining crawl demand are:

• Popularity: URLs that are more popular on the Internet tend to be crawled more often to keep them fresher in Google’s index.
• Staleness: Google’s systems attempt to prevent URLs from becoming stale in the index.
• Additionally, site-wide events, like site moves, may trigger an increase in crawl demand in order to reindex the content under the new URLs.

Taking crawl rate and crawl demand together, Google defines ‘crawl budget’ as the number of URLs Googlebot can and wants to crawl from a website. According to Google’s analysis, a website that has many low-value-add URLs can negatively affect a site’s crawling and indexing, such as having on-site duplicate content, soft error pages, hacked pages or low quality and spam content.

These sort of issues make it important to develop quality content throughout a website, but also to keep monitoring Google Search Console reports to ensure that a site is being indexed regularly and efficiently, and there are no potential issues with the site that may prevent pages being added to Google’s index.

You can read more on how to optimise the crawling of your site, here, and this is still applicable despite being an article from 2009. If you would also like to know more about how we can check if your site is being correctly indexed to ensure it’ll be admissible to Google’s search results, please contact us now.

Managing Low Search Volume Terms in AdWords

One frustrating aspect of Google AdWords can be the ‘Low search volume’ status that Google will sometimes give to keywords with very little to no search history, worldwide over the past twelve months. They are temporarily made inactive so that they don’t trigger AdWords ads even if you try searching for the term on Google. This can be a problem for new product or brand related keywords.

Google will identify any keywords added to an adgroup with the ‘low search volume’ status and no impressions will accrue against the keyword. However, if the number of search queries for these keywords should increase, even a small amount, they’ll be reactivated and will start triggering ads to show in the results as Google’s system automatically checks and updates the status on a weekly basis.

Before the introduction of the ‘low search volume’ status, it used to be possible to target ‘long tail’ keywords. These are keywords or key phrases that are more specific and usually longer than more commonly searched for keywords, but not searched for very often. Long tail keywords get less search traffic, but usually have a higher conversion value, as they are more specific and more closely relate to the searcher’s intent.

This is often why the ‘low search volume’ status can be frustrating in AdWords and there has to be a methodology to manage them, such as the following:

• Do nothing and wait for Google to automatically check again within a week. If more people start searching for your keyword, it’ll be reactivated. This option can be particularly helpful if a new brand, term or product is being advertised.
• Change the keyword match to broaden it out from phrase or exact versions, as the probability for someone searching for a keyword with 5-6 words in a certain order is very low.
• Pause the keyword. If there are a large number of low search volume keywords, pausing the ones that are generic and have a low quality score should be considered. Having a few low search volume keywords in your account doesn’t affect account performance. However, if you have a significant number of such keywords then it may affect the Quality Score of the adgroup, which in turn can affect the avg. CPC of the keywords.
• Move the ‘low search volume’ keywords to a separate campaign. This can provide more control over them and improve overall campaign quality score.
• Remove the keyword and use the Keyword Planner to find additional keyword ideas.

The best way to increase traffic on low search volume branded keywords is to run Display campaigns to create brand awareness. People will become aware of your product/site and start searching. This will increase search traffic for the brand terms and low search volume keywords will become active. It won’t happen immediately, but results should begin in a month or so.

If you want to know more about how we can help to improve the Quality Score and performance of your AdWords campaign, contact us now.

Avoiding Fake Emails

Ever since emails became a mainstream part of the Internet, the use of unscrupulous or fake emails to try and trick recipients have been a common threat, with varying degrees of annoyance or danger. However, being email aware can make recipients cautious about emails and avoid taking any unnecessary action.

From the early days of Nigerian email scams, which promised recipients untold wealth from surprising will gifts, emails have become more sophisticated and widely used by scammers, hackers and criminals to hide behind a fake profile and to tempt participants to part with money to do things they shouldn’t be doing.

In the search marketing field, these scams include marketing emails that supposedly come from an ‘expert’ who has viewed your website and want to scare you into taking action with them. These senders have rarely viewed your site and send the same warning message to thousands of recipients in the hope that a few will ‘bite’. They tend to come from Gmail or similar generic email addresses and have no indication of coming from a legitimate business, with no address or phone number details.

At a more serious level, emails that contain clickable links can lead you to fake websites and probably malware or viruses that can attack your computer and personal information. Many of these emails are cleverly designed to look like legitimate emails from companies and attract your attention and have to be treated with caution. Many emails systems – like Gmail – are pretty good at filtering out a lot of these scams, but some can get through (and sometimes real emails can be filtered incorrectly).

A few simple checks are worth taking with any emails that look unusual, such as:

• Would you expect to be receiving this type of message?
• Check the message headers, as the “from:” address and the “return-path” reference should reference the same source
• Does the content of the email read correctly or contain typos?
• If you hover over any links from the email, does the URL match the expected website you’d be connecting to, or an unusual address?

If in doubt, go directly to the website you would expect and login or signup there rather than via the email link. Also make sure you have virus software on your device and you regularly scan the device or run a malware check.

By being email smart and questioning anything that looks odd, should help to keep you safe and just delete the suspicious emails. If you’d like more information, please contact us for details.

We hope you’ve found this month’s newsletter useful. As usual, if you have any questions or need help with any of these items, please contact us if you need any more information on the items covered, or our advice on any aspect of your website’s performance.

As we begin 2017 we’d like to wish you a happy and successful year ahead. Following on from the theme of the newsletter a year ago, we have created a checklist for your website / search marketing activity for the new year, to review all the key elements you should have in place for the next 12 months.

These items cover AdWords activity, if you are using a paid search account, as well as some of the main SEO factors to consider for your website. We’ve also included some key aspects for your Google Analytics reporting. And as usual, if you need any further information about any of these checklist items, please contact us for details.

You can read more below, or you can also browse through previous editions of the newsletter by month. You can also follow us on Twitter for the latest developments during the month, or follow our Facebook page or Google+ page for updates.

On to this month’s edition…

Google AdWords checklist

• Expanded Text Ads – all AdWords advertisers should have the new expanded text ad format in place by the end of January, which is when Google has said they will stop supporting the old format ads, and so no further edits can be made to these (although they will continue to be shown if still used). It’s possible that Google may extend the deadline again, but it’s also advisable to get the new expanded text ads running for a period alongside the old ads, which can then eventually be removed and the newer format ads will become the default option. Read more here.
• Ad Extensions – Google added a number of new ad extensions over the past year, so check which ones are being used with your campaigns and make sure you have all the key ones in places, such as sitelinks, callouts and call extensions. Use the structured snippets and location extensions as well, if possible, and consider some new extensions such as text messages or price extensions for mobiles. Read more here.
• RLSAs – this acronym stands for ‘remarketing lists for search ads’ and allows you to extend your remarketing activity to Google search results, so that your previous site visitors will get your search ads boosted in the results, and can encourage return visits and conversions at a better rate than new visitors. Use this at the same bid level initially and then raise or lower the bids based on results. Read more here.
• DFSAs – similar to the above option, the Audiences tab in a search campaign now includes ‘demographic targeting for search ads’ with data automatically displayed, where available, so that you can focus your bids on the core customer groups by age or gender that match your target audience. The information is dependent on Google being able to match the searcher with known or assumed information, but this can provide some great insights on conversion rates and offer bid control around the best or worst converting groups. Read more here.
• Responsive Ads – this new format for display ads in AdWords has been around for the past 6 months and provides the flexibility to create ads for multiple screen sizes and formats. It’s good to set one or more of these up to test the reach and performance of these, particularly if mobile is a core part of your target audience. Read more here.

SEO Checklist

• Search Console – as we recommended last year, the Google Search Console account should be an essential addition to your website marketing tools, and is free to create. Once verified, you can access a range of valuable information, recommendations and reports about your website activity on Google, with some key reports being the search analytics reports, link reports and crawl error report. Read more here.
• Robots and Sitemap – as part of the Search Console settings, as well as a best practice technique, make sure your site is using the robots.txt file to provide search engine spiders with the access commands for your site, and that linked to this, you have a sitemap.xml file to get your pages found and indexed by Google. Remember to keep this updated as well with any changes to your website structure. Read more here.
• WordPress Updates – we’ve covered this issue in a previous newsletter, but if your site has been built with WordPress and uses a range of plugins, make sure these are kept updated and you regularly check for new updates to prevent the chance of the site being hacked. Read more here.
• Google My Business – whether you are targeting a local market or not, your business should ensure that you have a Google My Business listing set up and this is owned and updated as necessary. These listings have gone through a number of confusing and often frustrating changes in the past few years, but they remain a key marketing tool for local or brand name searches. Read more here.

Google Analytics checklist

• Conversion Goals – an essential part of using Google Analytics reports to their full potential is having one or more conversion goals set up. This helps to provide the real insights on your website performance and the ultimate objectives you have for each visit, whether it’s a sale, enquiry, page view or other user engagement that can help identify the best visitors and where they come from. Read more here.
• Event Tracking – if the standard goals in Analytics are hard to set up, make use of event tracking to measure non-standard actions on your website, and track as goals if relevant. By counting clicks on emails or phone links, downloads of PDF files, views of videos, or visits to social media sites, event tracking can really expand the data and insights being collected by Analytics. Read more here.
• Advanced Segments – of all the tools available in Analytics, segments can be some of the most insightful to enable you to isolate particular groups of visitors or to drill down into certain user behaviour to get to the answers you need. Get into the habit of using Google’s preset segments or more importantly, create your own to get more from the reports. Read more here.
• The Google Analytics Mobile App – this is a relatively new tool which can be downloaded to your smartphone and allows you access to your Analytics reports via your mobile. More importantly, it provides an ‘Assistant’ option in the menu that shows alerts or suggestions based on recent trends in your data to gain insights into your results which you may not have picked up. Read more here.

We hope you’ve found this month’s newsletter useful. As usual, if you have any questions or need help with any of these items, please contact us if you need any more information on the items covered, or our advice on any aspect of your website’s performance.

Welcome to the latest monthly issue of our regular newsletter which features news, tips and advice on effective website marketing, with a particular focus on search engine marketing techniques and trends.

In our continuing series of recent articles reflecting the importance and focus that Google is currently placing upon mobile search, the first two articles examine two significant aspects that should be interesting to businesses of all sizes. Firstly, Google announced that it has begun experiments to make its search engine index priority mobile-first, over desktops. This is a very important change to its search engine algorithm, for which business owners should be aware, and prepared. Secondly we report on mobile AdWords advert extensions and how these can be useful to attract business that may not otherwise be generated.

Finally this month, we take a look at the relationship between PPC / Adwords and SEO and the common question about whether to bid on terms that are also ranking well organically. We look at the pros and cons of this strategy and how to combine the targeting for the optimal goal of getting relevant results in front of users and driving qualified traffic to your website.

You can read more below, or you can also browse through previous editions of the newsletter by month. You can also follow us on Twitter for the latest developments during the month, or follow our Facebook page or Google+ page for updates.

On to this month’s edition…

Google’s Mobile-first Indexing Announcement

In an important recent blog post by Google, it announced that it has begun experiments to make its search engine index ‘mobile-first’. That means their search index will continue to be a single index of websites and apps, but the algorithms will eventually primarily use the mobile version of a site’s content to determine a ranking position. So Google’s significant, continuing shift of focus towards mobile-centric usage prevails, but it’s keen to emphasise that they’re going to continue to build ‘a great search experience for all users, whether they come from mobile or desktop devices’.

One of the reasons for this shift in priority is because currently, most people are searching on Google using a mobile device. However, their ranking systems still typically looks at the desktop version of a page’s content to evaluate its relevance to the user. This can cause issues when the mobile page has less content than the desktop page because the algorithms are not evaluating the actual page that is seen by a mobile searcher. So in the near future the search engine index of pages will be built primarily from mobile documents.

This is vital information for SEO practitioners and businesses that don’t yet have mobile-friendly sites, as it could eventually have a dramatic impact on the rankings of sites that aren’t prepared for it. In addition, if companies have a separate mobile site with different content to their desktop version, this could also result in a change in ranking position once this change is implemented. However, Google will continue to carefully experiment over the coming months on a small scale and will ramp up this change when they’re confident that they can maintain a great user search experience.

This gives a little time to prepare and here are a few recommendations to help webmasters as Google moves towards a more mobile-focused index:

• If you have a responsive site or a dynamic serving site where the primary content and markup is equivalent across mobile and desktop, you shouldn’t have to change anything.
• If you have a site configuration where the primary content and markup is different across mobile and desktop, you should consider making some changes to your site.
• Make sure to serve structured markup for both the desktop and mobile version.
• Sites can verify the equivalence of their structured markup across desktop and mobile by typing the URLs of both versions into the Structured Data Testing Tool and comparing the output.
• When adding structured data to a mobile site, avoid adding large amounts of markup that isn’t relevant to the specific information content of each document.
• Use the robots.txt testing tool to verify that your mobile version is accessible to Googlebot.
• Sites do not have to make changes to their canonical links; Google will continue to use these links as guides to serve the appropriate results to a user searching on desktop or mobile.
• If you are a site owner who has only verified their desktop site in Search Console, it’s necessary to add and verify your mobile version.
• If you only have a desktop site, Google will continue to index your desktop site just fine, even if they’re using a mobile user agent to view your site.
• If you are building a mobile version of your site, keep in mind that a functional desktop-oriented site can be better than a broken or incomplete mobile version of the site. It’s better for you to build up your mobile site and launch it when ready.

Google anticipates this change will take some time and they’ll provide updates as make progress is made on migrating their systems. In the meantime, if you want more information on how this change could affect your rankings, contact us now.

Mobile Advert Extensions: Click-to-message Roll-out

In our second Google, mobile-centric focused article this month, we take a look at the roll-out of click-to-message AdWords advert extensions for mobile users. This is similar to click-to-call ones that have been available for a while, but gives Users another way to contact a business from their mobile device, via a text message.

According to Google, ‘65% of consumers say they’d consider using messaging to connect with a business to get information about a product or service, or to schedule an in-person appointment’. As a result, they’ve recently introduced click-to-message extensions to bring the efficiency and effectiveness of messaging to search ads. By setting up a message extension, users are given an easy way to text to start a conversation and continue it whenever is most convenient for them.

Tapping on the texting option launches a user’s SMS app with a pre-written message tailored to the product or service they’re interested in. For example, if someone messages a travel advertiser after searching for ‘London hotels’, they can send or edit that advertiser’s pre-written message text, “I’m interested in a reservation. Please text me back with more information.”

Many advertisers are already using click-to-message ads to take advantage of a new and faster way to connect with consumers on mobile to endeavour to improve conversion rates. Sometimes customers don’t have time to talk over a web chat or phone conversation, but still need more information. So it can be a good medium to get questions answered that aren’t addressed on a website, or to contact a business when it’s closed, allowing the users to follow up in their own time.

As a result of this new development, mobile users now have more flexibility than ever to choose how they want to connect with businesses. Through messaging, it’s possible to initiate valuable conversations with them by tapping into one of their most preferred modes of communication. As such, message extensions can be an efficient, convenient, way to begin and extend conversations with customers to unlock an entirely new segment of users that prefer to use messaging to communicate.

Another mobile advert extension that can be useful is price extensions. These are best used for events, or products and services that have fixed pricing, rather than for e-Commerce businesses with numerous products that change prices frequently due to seasonal discounts.

If you like to know more about how mobile advert extensions can benefit your business, contact us now.

The Relationship Between PPC and SEO

A common question with a PPC (Pay-Per-Click) campaign, such as Google AdWords, is why bother bidding on search terms where a site is also ranking well organically, including on your own brand name? This is a fair concern, but often PPC and SEO can work together effectively and still create an uplift in clicks to a website from the search results.

Back in 2012 Google published some research that indicated that even with a top ranking organic result, the presence of a paid listing as well can increase clicks to the site by 50%. So incremental clicks from search can increase by half the amount again when using Google AdWords, plus if the organic results are lower, the incremental growth in clicks is higher – by 82% with rankings in 2-4 place, and 96% if ranking 5th or lower.

Now you might think that Google would report that wouldn’t they, as the results favour the use of AdWords, which is Google’s cash cow. Also the layout of the results have changed since that time, with AdWords listings becoming more prominent for most commercial searches these days. However, the conclusion can also be tested by advertisers and, as long as AdWords remains a cost effective marketing technique, it’s certainly worth running the ads alongside the SEO rankings to increase overall clicks to your website.

Many people say that they would never click on the ads in the search results and just the organic listings, as they trust Google’s rankings more than any position paid for by an advertiser. Whether that’s the correct assumption or not, having an ad appearing above an organic result does give a company more chances for a click to their site, plus the branding impact from the domain name appearing several times could also help, with searchers seeing that business as a likely answer to their search if they are visible several times.

Bidding on your own brand name may be less of a necessity, unless there are other AdWords ads that are targeting your brand or generic terms related to your brand that show above your organic result. Bids on your own brand name tend to be low cost and you can also get some good information from the search query report in AdWords about how people have searched for your business, but again, using AdWords for this purpose needs to be cost-effective and relevant to the searcher, and ensuring you get the click to your site through either method.

There’s a feature in AdWords that allows you to track how your site appears in the results for both paid and organic search results, so you can see the overlap or gaps. We’ll be covering this report in some more detail in a future issue of this newsletter.

If you’d like any further information about the overlap in search results and the best strategy to follow for your business, please contact us now for a discussion.

We hope you’ve found this month’s newsletter useful. As usual, if you have any questions or need help with any of these items, please contact us if you need any more information on the items covered, or our advice on any aspect of your website’s performance.

Welcome to the latest monthly issue of our regular newsletter which features news, tips and advice on effective website marketing, with a particular focus on search engine marketing techniques and trends.

This month we look at Google’s extension of the deadline to implement the new Expanded Text Ads in AdWords, from October 26th to January 31st 2017 and its recommended best practices on doing so. We also consider the important issue of mobile site speed and how that can impact the performance of a website in terms of sales and search results.

You can read more below, or you can also browse through previous editions of the newsletter by month. You can also follow us on Twitter for the latest developments during the month, or follow our Facebook page or Google+ page for updates.

On to this month’s edition…

Expanded Text Ad Implementation Deadline is now January 2017

In a follow up to our original article on Google’s release of Expanded Text Ads in July this year, Google has announced that it’s giving advertisers more time to upgrade the creatives. The original deadline to do this was by October 26, but that’s now been extended to January 31, 2017.

This means starting then, it’ll no longer be possible to create or edit standard text ads and ads will need to be created and edited using the expanded text ads format. Existing standard text ads will continue to serve alongside expanded text ads, though.

Over the last few months, Google has reviewed a lot of text ads data and has found that Expanded Text Ads can deliver great results, particularly for those who have invested in writing and testing new creatives, as the quality of the ads matters. Extra characters don’t solve any performance problems on their own so it’s very important to be thoughtful and compelling with the additional headline and characters, which is what we’ll be analysing during their implementation and we’ll be taking into account these recommendations from Google about the best practices for Expanded Text Ad optimisation:

The key recommendations for the new format ads are:

• Test multiple versions of Expanded Text Ads
• Focus testing upon headlines
• Replicate what works in standard text ads in Expanded Text Ads
• Consider shorter headlines on brand terms
• Leave standard text ads running until the new versions are consistently outperforming them
• Review the pre-existing ads for previous success with longer headlines

We’ll be continuing to test these new format ads over the next few months and if you want to know more about how well written ETAs could improve your online advertising, please contact us now.

The Impact of Mobile Site Speed

The expression ‘speed kills’ is often used about driving, but the same could be said about the load times of mobile websites. Perhaps the outcome is not quite so drastic, but for a business, a slow mobile site can still have a significant impact on results.

As more online users access the web via a mobile device – and particularly smart phones – the importance of having an effective and relevant mobile site is becoming increasingly important. The mobile user will tend to operate in a different way to a desktop user and potentially have different requirements, so usability, ease of use, clarity and speed of process is vital, whether this is from a responsive site or a standalone site designed specifically for the mobile screen.

Google is now able to provide a number of reports on mobile usability and speed, including a mobile site audit for AdWords advertisers (please ask us if you’d like to receive one of these). Included in the report is illustrative data on the impact of mobile page speed, based on various research which has been conducted on the impact for online businesses.

One example of this data is that a 1 second delay in page load speed can increase bounce rate from a site by just over 8%, meaning that users can’t wait for the page to fully load so hit the back button and probably then jump onto another site option, particularly from search results. That 1-second delay can also decrease the number of page views by just under 10%, and more importantly, decrease conversion rates by 3.5%.

From a business perspective, Google has measured that a 2% slower load time for their search results can impact the volume of searches per user by 2% as well. For Amazon, a 100-millisecond faster page load time can result in a 1% increase in revenue, and presumably vice-versa, which is not an insubstantial issue! Also, importantly from a search perspective, Google will look at the page load speed of websites and use that as one of their ranking factors in mobile search results.

There are a number of online tools to help review page load times, including Google’s Page Speed Insights tool, plus you can also review sample load times in Google Analytics, and hopefully the positive impact after changes are made to the site. Another current trend is the move to Accelerated Mobile Pages (AMP), which we will cover in a future issue of this newsletter.

If you’d like to know more about mobile page speed issues and review how your site performs, please get in touch.

We hope you’ve found this month’s newsletter useful. As usual, if you have any questions or need help with any of these items, please contact us if you need any more information on the items covered, or our advice on any aspect of your website’s performance.

Welcome to the latest monthly issue of our regular newsletter which features news, tips and advice on effective website marketing, with a particular focus on search engine marketing techniques and trends.

In the first article this month we look at Google’s recent release of the long awaited Penguin 4. This should be interesting to SEO practitioners and webmasters who are keen to keep up-to-date with Google Search ranking algorithms and how those may impact their websites’ rankings.

We also look at the major changes to Google’s Keyword Planner, which is used by many SEO and AdWords professionals but is likely to be less so, as its data becomes less detailed. Finally this month, we look at the demo Analytics account that’s been made available by Google. This should be useful for businesses, or users who want to become more familiar with the full range of reports and data sets.

You can read more below, or you can also browse through previous editions of the newsletter by month. You can also follow us on Twitter for the latest developments during the month, or follow our Facebook page or Google+ page for updates.

On to this month’s edition…

Google Releases Penguin 4

In a significant development for SEO practitioners and webmasters who are keen to keep up-to-date with Google Search ranking algorithms, Google finally released it long anticipated Penguin 4 at the end of September. Notably, the ongoing updates to this algorithm will now be on a real time basis, so that search results will be continually reviewed and adjusted based on the core Penguin criteria.

The so-called Google ‘Penguin’ algorithm update was first announced in April 2012. The update was aimed at decreasing the search engine rankings of websites that violate Google’s guidelines by using ‘black-hat’ SEO techniques to artificially increase the ranking of a web page, particularly by manipulating the number of links pointing to the page through unscrupulous techniques and using poor quality websites.

We’ve covered the Google Penguin algorithm in previous issues of this newsletter, such as in October 2015. At that time we reported that Google was struggling to solve the issue of making the Penguin algorithm run in real time, which had been a “hard problem” for them. This caused its release to be frequently delayed, so the last official update was Penguin 3.0, which took place in October 2014, although since then there have been numerous updates to that algorithm to continually refine and improve the quality of the search results.

So the latest release of Penguin 4 has been an eagerly awaited development, but it only really means that changes in the rankings will be visible much faster, typically taking effect shortly after a page has been re-crawled and re-indexed. Historically, the list of sites affected by Penguin was periodically refreshed at the same time. Once a Webmaster considerably improved their site and its presence on the Internet, many of Google’s algorithms would take that into consideration very quickly, but others, like Penguin, needed to be refreshed. With this change, Penguin’s data is now refreshed in real time, so the ranking changes will be seen more quickly.

Another element of its release is that Penguin now devalues spam by adjusting ranking based on spam signals, rather than affecting ranking of the whole site. That raises the question that if Penguin no longer penalises spam links to a site, is it still necessary to use a disavow file to help recover from Penguin issues? (A disavow file is used by Penguin penalised Webmasters in particular, who want to disavow or ‘annul’ links to their site that Google feels are unnatural and just used for ranking purposes. It allows them to flag and remove links that ‘somehow’ pointed to their site and were previously hard to disassociate from).

Google’s Gary Illyes has said that “specifically there’s less need” to use the disavow file for Penguin, but he added “you can help us help you by using it. So, in a nutshell, it seems Google Penguin no longer penalises sites or specific pages, but rather just ignores/devalues the spammy links and so the rankings are adjusted in that way and not demoted, which should make Webmasters “happier”, but Illyes also said that “manual actions are still there, so if we see that someone is systematically trying to spam, the manual actions team might take a harsher action against the site.”

If you want more information about how Penguin 4 may impact your site’s rankings, contact us now for details.

Major Changes to Google’s Keyword Planner

A favourite Google tool is the Keyword Planner – originally known as the Google Keyword Tool – which is used by many SEO and AdWords professionals to research the keywords being used on Google. However, access to this tool has recently undergone some significant changes, the main one being that it’s now necessary to have an active Google AdWords account to access the full data available to users.

The Keyword Planner is a free AdWords tool for advertisers to enable users to build new search campaigns in AdWords or to expand existing ones, but it’s just as useful to identify the best search terms to target through an SEO campaign. It’s possible to search for keyword and adgroup ideas, see how a list of keywords might perform, and create a new keyword list by multiplying several lists of keywords together.

Amongst other changes introduced fairly recently is that now, instead of showing individual search volume estimates for each keyword or keyword phrase, Google has decided it would be better to lump all of that data together. So even though the keywords ‘SEO’ and ‘search engine optimisation’ are two different search variants, Google displays the search volume for both as the same. So while you might think that each keyword or keyword phrase has unique figures for its searches per month, Google actually adds these two terms’ results, to display the combined total for both.

It’s worth noting that the Google Keyword Planner’s figures have never been 100% accurate and this combined figure means that the tool is even less reliable than it used to be. As well as lumping data together, which can be an inaccurate way to perform keyword research or estimate search volumes for a Google Adwords campaign and it’s been speculated by some that there might be additional keywords included in with this data, completely skewing accurate estimates. This is why experienced SEO professionals use other premium tools, like Moz and SEMRush.

In summary, the Google Keyword Planner is now combining:

• Plurals with non-plurals for any word in the keyword phrase
• Some acronyms with longhand version (e.g. ‘SEO’ and ‘search engine optimisation’)
• Stemming variants: -er, -ing, -ized, -ed etc keywords (ie. designer, designing, designed)
• Words that can be spelled with or without space (ie. car park and carpark)
• Words with and without punctuation (ie. kid toys and kid’s toys)

These aren’t always the case however, as ‘Christmas Day’ and ‘Xmas Day’ have different search volume results, which means that while Google is combining some data together, that’s not a hard and fast rule across the board.

The other main change to the Keyword Planner is access. You would need to have an AdWords account to have full access to the data available from this tool, but not necessarily an active one, although this has now changed so that the data is more limited unless you are running an actively spending AdWords account. Although the spend is not necessarily high, it does mean that users do need to be spending money on AdWords for at least several weeks before being able to see the keyword data, which will otherwise be shown with some broad and fairly meaningless number ranges.

If you want to know more about how we can help your business succeed through essential keyword research, contact us now for details.

Google Makes Demo Account Available in Analytics

In a recent move to help Analytics users become more familiar with the full range of reports and data sets, Google has introduced a demo account of a real website – their Merchandise Store – which can be included into any Analytics account and viewed with all the active data.

Google has introduced this demo account as another learning tool for people wanting to get a better understanding and more familiarity with the Analytics reports and interface, and possibly in a roundabout way, promoting their merchandise store to shift more product! However, it’s a significant new development that anyone with an Analytics account can access and work through.

Many Analytics users may only be running websites with low traffic volumes or with features that are not relevant to their situation, so the new demo account can provide reports with some high traffic volumes and potentially new or different settings in place, including ecommerce tracking data. Google has therefore decided to open this information out to anyone, and reveal what many companies would see as confidential information.

To access the demo account you can start here and click on the demo link once you are logged into your Analytics account, and this will import the Merchandise Store account / property, containing 3 views (although these are all reporting the same data at present, so all are using the same filters). There is linked AdWords and Search Console data showing, site search information and of course goals, events and ecommerce data, so a full array of reports.

You can also view real time data, access a number of preset dashboards and save shortcuts or set up or import custom reports from the Analytics Solutions Gallery. Of course, access is read only, so you can only view settings and not make any changes, but it’s a welcome tool to have a good look around lots of reports with plenty of data and to use all the different functions available.

There’s a good blog post here by Avinash Kaushik that helps you review some of the key areas of the demo account, which you can then translate across to your own data and hopefully find new ways to review and interpret your own website’s performance.

If you’d like more information or help with the Analytics demo account, please get in touch.

We hope you’ve found this month’s newsletter useful. As usual, if you have any questions or need help with any of these items, please contact us if you need any more information on the items covered, or our advice on any aspect of your website’s performance.

Welcome to the latest monthly issue of our regular newsletter which features news, tips and advice on effective website marketing, with a particular focus on search engine marketing techniques and trends.

In the first article this month, we look at Google’s decision to retire “Converted clicks” from AdWords later this month to focus on ‘Conversions’. This should interest any business that’s running an AdWords campaign, or any search marketing managers, as this is a significant development for the way in which conversions will be recorded in the future.

In another AdWords development, we highlight the long-awaited and welcome return of device bid adjustments to AdWords campaigns and how this feature can be used to control bids and ranking positions separately for desktop, mobile and tablet devices. This is great improvement in the ability to manage AdWords campaigns more effectively.

Finally this month, we examine how anchor text should be used in links as part of an effective SEO strategy, but how they need to be handled with some caution. This is important information for SEO practitioners as the correct use of these can improve search ranking performance.

You can read more below, or you can also browse through previous editions of the newsletter by month. You can also follow us on Twitter for the latest developments during the month, or follow our Facebook page or Google+ page for updates.

On to this month’s edition…

‘Converted Clicks’ To Be Retired From AdWords

Conversion tracking was introduced to AdWords in the early days, as an important way to measure what happened after someone clicked on an ad. The ability to know whether or not people completed a desired action on a site meant that it was possible to determine which keywords, ads and campaigns were the most effective. However, the original “Converted Clicks” conversion measurement metric was very basic, as it simply reported on whether an ad click led to any type of action on a site. Therefore Google has now decided to retire this metric later this month, with “Conversions” becoming the default way to measure valuable actions for a business.

In the 15 years since the introduction of conversion tracking, multiple improvements have been made to measuring and attributing conversions. The “Conversions” metric now offers the full picture of how many conversions AdWords drives for a business and is the best way to track these valuable actions. The advantage of “Conversions” over “Converted Clicks” is that only the former can measure behaviour that spans multiple conversion events, or multiple clicks. It can also track important, non-last-click attribution models, different counting options and mobile-centric actions, like cross-device conversions and store visits. The significant cross-device conversion numbers will be included in the “Conversions” column in AdWords from this month.

If you are already using the “Conversions” metric for reporting and bidding, then no action is required. However, if Target CPA or Enhanced CPC is being used and the primary bid metric is set to “Converted Clicks”, that should be updated to “Conversions” by September 21st and there should be a warning message and email sent to accounts using this technique.

Proper conversion counting is vital, and it’s something that’s imperative to get right as online behaviour evolves. This change is therefore a welcome and timely decision by Google, and the new metric will enable businesses to more precisely track how well AdWords keywords, ads and campaigns are producing leads and sales.

If you need to update your conversion figures, there are a few points to consider, which can be found here. If you want to know more about how this change could impact your AdWords campaigns, contact us now for more details.

Device Bid Adjustments Return to AdWords

In another development for AdWords, Google has just announced the introduction of device wide bid adjustments at the campaign level, which gives the advertiser more flexibility in controlling bids and ranking positions across all devices – desktop, mobile and tablet.

Prior to Google’s introduction of ‘Enhanced’ AdWords campaigns in 2013, it had been possible to create separate campaigns by device and bid separately for each (or block ads from appearing on a particular device). Google then stopped that option and all campaigns had to target all device types, with only an option to modify bid levels on mobile devices.

Earlier this year Google announced that bid adjustments would be introduced for all types of device, and this has just been rolled out to all AdWords accounts. It is therefore now available in the campaign settings (if All Features is selected), so that the default bid level can be adjusted up or down by each of the 3 device types, depending on results being achieved.

This new feature allows advertisers to review campaign metrics and performance by device and adjust bids accordingly from -100% (which would turn the ads off on a device) to +900%, so there is quite a range of bid options available. However, it’s best to maintain some level of coverage across all devices and optimise the bid levels based on historical data and conversion tracking results (CPA – Cost Per Acquisition).

Keeping a campaign active across all devices still retains the efficiency of enhanced campaigns, but also allows advertisers to continue to target all devices in the most effective way, on the basis that many searchers will use different devices for their needs and at different times of the day. You can also use manual or automated bidding (if you have at least 50 conversions in the past 30 days) to try to improve the targeting of your spend.

This is certainly a great improvement and opportunity to manage AdWords campaigns more effectively and to direct spend to the most effective devices, based on past performance and expected searcher behaviour. You can read Google’s Best Practices about bid adjustments, or contact us now for more information about how this can help your AdWords campaigns.

Using Anchor Text in Links

When thinking about links as part of an SEO strategy, the use of anchor text has always been an important consideration and something that Google uses to determine search engine rankings. That remains true today, but needs to be handled with some caution.

‘Anchor text’ describes the visible, clickable words used in a hyperlink that point to another page or website. These words have always been used by Google in varying degrees as a ranking factor, so that the page where the link points will gain some ranking benefit from the anchor text in the link, whether it may be an exact match (such as ‘adwords training‘) or a partial match term (such as ‘best adwords training courses in Sydney‘).

It can still be possible for a web page to rank for a search phrase that isn’t used on the page, but is contained in links pointing to that page. Recent research continues to show a strong correlation between the keywords in the anchor text of links, and ranking performance.

However, it should also be noted that although keyword use in anchor text can have a positive impact on rankings, it can also take on a negative effect if there is an overuse of keyword rich anchors using the same term, so that there should ideally be a variety of anchor text used across multiple links to a website. The use of too many anchor text links with the same phrase can be seen by Google as a sign of link manipulation and may incur link penalties, such as those seen from the ‘Penguin’ update in 2012.

Using links between pages on your own website is a good way of controlling anchor text (such as in navigation buttons or body content) and thinking about key search phrases as well as relevant content that helps the user navigate around your website. Using text links that say ‘click here’ or ‘read more’ is not ideal, if the link can be used behind some content that is also relevant to the target page the link is pointing to.

External links from a variety of sites are also still an important ranking factor and using a range of anchor text content is also advisable. It’s also good practice to get external links pointing to pages within a site, as well as to the home page, with relevant anchor text terms.

If you review your Google Search Console reports, the ‘Links to your site’ report includes one showing how your website content is linked by anchor text, and whether the terms or phrases have a good relevancy to your content and your ranking aspirations.

If you’d like more information about the use of anchor text as part of a link building strategy, please get in touch.

We hope you’ve found this month’s newsletter useful. As usual, if you have any questions or need help with any of these items, please contact us if you need any more information on the items covered, or our advice on any aspect of your website’s performance.