5 SEO trends that will matter most in 2019

My Post130.jpgGoogle’s heavily investing to be the best. SEOs are trying to adapt to changes that follow. That’s how SEO trends are born. Let’s view what trends will make a difference in 2019.

To be atop the waves, think about your SEO strategy in advance. A shortcut to success: get to know the upcoming trends and work out an action plan for each.

This year, Google’s shaken the world with its mobile- and speed-related efforts. As a result, most of next year’s SEO efforts are expected in this direction. However, some “non-Google” game-changers will also influence how we build our SEO campaigns. Let’s explore these trends and ways to embrace them.

1. Mobile-first indexing

In a nutshell, mobile-first indexing means that Google uses the mobile version of your page for indexing and ranking. Since March 2018, Google’s started the process of migrating sites to mobile-first index. It might happen that Search Console has already notified you about it.

Bear in mind, a mobile-first index does not mean “mobile-only.” There’s still a single index with both mobile and desktop versions. However, the whole “mobile-first” buzz means that Google will be using the mobile versions for ranking once the site’s migrated.

You get it, right? With your mobile version being the primary one for ranking, there’s no excuse to procrastinate with mobile-friendliness.

Action plan:

  • Any mobile version type is fine. Just take into account a few moments. Google’s Trends Analyst John Mueller mentioned: “If you want to go responsive, better do it before the mobile-first launch”. So, if your site hasn’t migrated yet, and you’ve been thinking about switching, do it now. Plus, Google strongly recommends against m-dot and responsive for the same page, as it confuses crawlers.
  • To understand how search engine spiders see your mobile pages, crawl them with a mobile bot. For example, WebSite Auditor can do it for you:

  • Track your mobile pages’ loading speed. It’s easy with PageSpeed Insights.
  • Regularly check whether your pages deliver impeccable user experience. You can use WebSite Auditor and its mobile performance section for this task. – Read More

Google now shows Seller Ratings by country, changes eligibility requirements

My Post115.jpgBusinesses must have 100 reviews per country to be eligible for Seller Rating.

Google began notifying advertisers in September that it would start counting and displaying Seller Ratings at the country level as of October 1. After some delay, Chee Lo, head of SEO at reviews platform Trustpilot alerted us that the change went into effect early Friday.

Seller Ratings are the stars that appear in ads on the Google Search Network via an automated extension. Google sources the ratings and reviews from Google Customer Reviews, StellaService, Google Consumer Surveys, third-party review sites and other sources.

What’s changed? Google is taking a more local approach to Seller Ratings to show searchers ratings submitted only by users in their own country, rather than globally. It also means ratings are broken out by country and cannot be viewed globally. A new dropdown allows users to change the country setting, as seen in the screenshot above.

New requirements. Prior to this change, businesses had to have a total of 150 reviews worldwide and an average score of 3.5 for ratings to display. Now, businesses must have 100 reviews per country for their reviews to be eligible to display in those regions.

The implications. For U.S.-based businesses that sell primarily within the U.S., the change actually makes it easier to qualify for Seller Ratings. However, businesses that sell internationally may find themselves ineligible for Seller Ratings in some markets. This is likely to be a bigger challenge for smaller businesses or businesses that ship internationally, but don’t have a physical presence other regions.

How do I see my ratings? Lo noted that Google is still updating its documentation on Seller Ratings, but that the new URL to see your ratings (replace “example” with your own domain name) is: https://www.google.com/shopping/ratings/account/metrics?q=EXAMPLE.com&v=2&c=US

Read more

Two new features available in the Ad Preview and Diagnosis tool in Google Ads

My Post113.jpgThe Ad Preview and Diagnosis tool helps you see which ads are appearing for your keyword.

You can enter a search term and get a preview of how the Google search result page looks to users. It’s better to use this tool than to do an actual search on Google.com, because it won’t affect your ad metrics. If your ads aren’t showing, the tool also diagnoses the reason.

Now, two new features allow you to get a clearer view of who is seeing your ads, and to take immediate action to get your ads to show.

See which ads are showing for a particular audience

Until now, you could use the Ad Preview and Diagnosis tool to preview ads by search term and filter by location, language, and device. However, you couldn’t filter by audience.

Now, the Ad Preview and Diagnosis tool supports Search audiences. You can click on the Audience widget to select your desired audience list. If you are using the “Targeting” setting (previously called “Target and bid”) in your campaigns, you will be able to see which ads are showing for your specified audience. If you are using the “Observation” setting (previously called “Bid only”), you can see how your ad may appear higher or lower on the page, based on your bids for your specified audience.

Take immediate action to get your ads to show

If your ads aren’t showing, the Ad Preview and Diagnosis tool also indicates the reason. Previously, after you diagnosed the issue, you would then have to navigate through your account to make the necessary changes to get your ads to show.

Now, you will be able to fix issues directly within the tool itself, starting with adjustments to campaign budgets. If the reason that your ad is not showing is budget-related, you can simply click “Edit budget” and make the budget change directly from the tool.

These two updates to the Ad Preview and Diagnosis tool should provide you with more insight on who’s seeing your ads and save you time with related workflows. – Read more

Customer expectations are changing. Here are 3 ways brands can keep up

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The expression “the customer is king” might date back to the 1930s but it’s never been more relevant than today.

After all, if someone isn’t happy with the experience, product, or price a company offers, endless other options are just a click away.

So how can brands meet these rising customer expectations? We spoke to marketing leaders to find out.

1. Deliver personalized experiences

Not that long ago, brands could get away with blasting the same ads at different people, regardless of their individual tastes and preferences. But today, customers want something more personal. For example, 63% of people expect brands to use their purchase history to provide them with personalized experiences.

That’s something Jeremy Hull, the VP of innovation at iProspect, a digital performance marketing agency, told us he’s noticed. “It used to be about just waving and saying, ‘Hey, I’m here, here’s my generic pitch.’ But now brands have to be much more personalized and thoughtful in their responses.”

2. Provide a seamless path to purchase

Customers constantly move across different platforms. For example, our research found that 80% of people say they typically switch between online search and video when researching products to buy.2 To meet growing customer expectations, then, brands have to create a seamless experience across all these channels.

“I call it fingertips or footsteps. Whether or not a customer is walking in the store or shopping online or using a voice-activated speaker … we have to bring our A-game to all those channels,” explains Jerri Devard, Office Depot’s chief customer officer.

3. Lean into video

Video isn’t new, but some of the consumer expectations we’re seeing around this format are novel. For example, while you might assume people only head to platforms like YouTube to hear from their favorite celebrities and influencers, that’s not entirely accurate. In recent research we commissioned, 70% of shoppers said they’re open to learning about products on YouTube from brands.3

The marketers we spoke to are already seeing this behavior play out. “Video is more important than ever before,” explains Ann Bair, Nationwide’s chief digital officer. “It’s the way customers want to interact with us. They spend more time on video and interact with us more deeply.” – Read more

Google Announces Store visits “New vs. Returning” Segmentation Now Available in Google Ads

My Post110.jpgAdvertisers who measure store visits can now better understand how many store visits come from new or repeat customers.

Use these insights to tailor your messaging (e.g. promote offers specific to new customers) or adjust your marketing strategy to help reach your most valuable customer segment. For example, if your business goal is to maximize sales from existing customers, identify which campaigns and ad groups reach the most returning customers and focus your budgets, bid increases and keyword expansions there. – Read more

OK Google, Why Are You Letting My Competitors Use My Brand’s Name In AdWords?

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Businesses aren’t happy with competitors using their trademarks in Google search ads, even though these cases aren’t deemed by Google as an infringement of the rules, with some exceptions.

We reached out to Google to understand their stance on such occurrences and what businesses on the receiving end can do to protect themselves.

From the outset, advertising on Google’s search platform is a pretty straightforward process. You set an amount as a bid for a keyword, and whenever someone searches said keyword or a combination of keywords, your listing appears somewhere near the top of the pile—dependent on how relevant and how good your formatting is, and then you get charged whenever someone clicks through on it.

As of 2017, Google owns at least a whopping 86% share of the world’s search market. For businesses, to ignore putting their brand on Google ads is huge missed opportunity.

But as expected with such a far-reaching platform, there have been incidents where businesses have seen fit to leverage upon competitors with better brand visibility and use their identifiable names/trademarks in their ad listings on Google.

One example of a business having its name used in an ad by competitors.

Obviously and unsurprisingly, there have already been lawsuits filed over such incidences, and judging by how often they occur, it’s apparent that such cases are a common enough occurrence to warrant a look for a solution.

So wanting to understand how business owners can help themselves in such situations, we reached out to Google for a quick clarification on their policies on third-party trademarks in search advertising, and here’s what they had to tell us.

1. You can’t stop competitors from using your trademarks in anything except the ad texts.

To start, Google pointed us in the direction of their Trademarks information page and we quickly learned that it was pretty much fair game when it came to advertising with competitor-owned trademarks on the world’s largest search engine.

In short, Google detailed that it was fine for businesses to use third-party trademarks in things like their URLs and as keywords, so long as they didn’t appear in the texts and copies themselves.

This means that using a competitor’s name in the URL is okay, and so is bidding on their name as a keyword—there’s only a problem if it appears on any other part of the ad, such as the description or the title.

Relating to the example above, this means that 99.co has grounds to call out SRX.com.sg on a trademark infringement as they’re using ’99co’ in the title of the ad, which isn’t permitted (this is providing that 99.co themselves have already trademarked the word ’99co’ prior to this incident).

On this, the team at Google explained their reasons, saying that it was all in the effort of creating a more competitive market for the benefit of the consumer.

“In terms of keywords, for many years we’ve operated a policy that doesn’t restrict advertisers from bidding against trademark keywords,” a representative from Google said. “Our trademark policy is designed to provide greater choice to users via Google ads.”

“This is similar to the way a shopper benefits when they see a variety of brands’ products on a store shelf.”

2. The best way to protect yourself is to be the better ad.

Google also went on to explain that despite there being ways for a competitor to leverage on trademarks and bidding for their keywords or putting them in the URLs, a business could still come out on top by making sure their own ad result is more relevant than others.

Because of how Google ranks ads, bidding higher for a competitor’s trademarked keyword or using a competitor’s name in the URL, for example, doesn’t guarantee that an ad result appears higher.

Instead, Google takes into account a number of other factors—clickthrough rate, ad quality, and consumer impact—to see whether an ad appears higher on a search than another one will.

This video below explains how Google ranks ads, and shows that paying more doesn’t always mean you appear higher on the list.

So what does this mean for the trademark owner? Google thinks that you should advertise better—make your ads more relevant, provide better formatting, and make sure your landing page outdoes your competitor.

3. But you can still make a complaint.

But despite their all-is-fair attitude to search marketing, Google says that they still take things seriously when it comes to outright trademark infringements.

And if so happens you find a competitor utilising your trademark in a way that directly affects your business by misleading users or putting your business in a bad light, for example, Google wants you to know that it’s still interested in protecting you against such incidences (and also protect themselves from bad press).

Obviously, Google encourages all disputes of this nature to be settled amicably among businesses and their competitors, but should it come time for a formal complaint, here’s what Google recommends you do:

  • Read up on their advertising terms and conditions and their trademark policy to understand how you are being affected.
  • File a complaint to Google using this form.
  • After filing a complaint, you can also authorise specific keywords and trademarked words to be used on affiliate or partner accounts to make it easier in the future.

– Read more


How to help today’s impatient customers on every step of the purchase journey

My Post112.jpgWhen it comes to spending time, everyone wants to spend it wisely.

More than ever, people are applying that mantra to how they shop as they look for more ways to get what they want immediately.

We’re seeing this as mobile searches for “open” + “now” + “near me” have grown by over 200% in the last two years (for example, “stores open near me right now” and “pharmacy open near me right now”). But “right now” isn’t just about a purchase. It applies to finding information right before the sale and customer service afterward.

This consumer impatience across the entire purchase journey (whatever shape it might take) provides marketers with new opportunities. But the reality is some brands aren’t always keeping up.

While over 60% of people expect brands to “provide consumers with information they need when they need it,” less than half of them feel that brands are delivering.

Marketers can close this gap between consumer expectations and reality. Brands and businesses that are ready to help in the moment will build trust, be appreciated, and earn the sale.

Find out what people want

The first step is recognizing the kind of assistance people are seeking and when. While it may not be a crystal ball, search data can shed light on how consumers expect brands to assist them before, during, and after a purchase.

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  • Product availability. “Can I/to buy” + “near me” mobile searches have grown over 6X in the last two years. For example: “where can i buy stamps near me,” “places to buy scrubs near me,” and “where to buy vinyl records near me.”
  • Status updates. Over the past two years, mobile searches for “track” + “package” have grown by over 120%. For example: “track my package” and “track a package.”
  • Instant customer service. “24/7” + “customer service” mobile searches have grown over 400% in the last two years. For example: “at&t customer service phone number 24/7,” “playstation customer service 24/7,” “usaa customer service 24/7,” and “wells fargo customer service number 24/7.”

This sort of data allows marketers to anticipate when and where they can be most helpful to people.

You might not be able to offer assistance for every single person’s request. After all, there’s not much you can do if weather or logistics interrupts shipping. But you can be there with an explanation. – Read more

Google Ads – Introducing four new search ad position metrics

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It’s important to understand where your ads appear on the search results page.

For example, knowing if your ad shows more (or less) often at the very top of the results can help you diagnose significant changes in clickthrough rate. And knowing what percentage of eligible top impressions you are already capturing helps you determine if you should do more to increase your bids and quality.

Contrary to common perception, average position is not meant to describe where the ad appears on the page. Average position reflects the order that your ad appears versus the other ads in the ad auction. As a result, an ad position of “1” means that your ad shows ahead of all other ads, but it doesn’t mean the ad was at the very top of the page. Sometimes no ads are displayed above the organic search results so the ad with a position of “1” appears at the bottom of the page.

Therefore, we’re rolling out four new metrics over the next several weeks that – unlike average position – provide clear insights on where your ads are appearing on the search results page:

  • Impr. (Absolute Top) % – the percent of your ad impressions that are shown as the very first ad above the organic search results.
  • Impr. (Top) % – the percent of your ad impressions that are shown anywhere above the organic search results.
  • Search (Absolute Top) IS – the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.
  • Search (Top) IS – the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.

The first two metrics, “Impression (Absolute Top) %” and “Impression (Top) %” are specific indicators of page location. Use these metrics to determine when and where your impressions are showing above the organic search results.

The other two metrics, “Search absolute top impression share” and “Search (Top) IS” convey your share of eligible top impressions. They are the best indicators of the available opportunity to show your ads in more prominent positions. If your goal is to bid on page location, you should use these metrics. We are working on incorporating these metrics into automated bidding options in Google Ads.

To summarize, if you are using average position to understand the location of your ads on the page, it’s better to use Impression (Absolute Top) % and Impression (Top) %. If you are using average position to bid to a page location, it’s better to use Search (Abs Top) IS and Search (Top) IS. – Read More

How mobile search is driving today’s in-store shopping experience

My Post103.jpgDespite what you’ve heard, brick-and-mortar isn’t dead. In fact, 61% of shoppers would rather shop with brands that also have a physical location than ones that are online only. Because sometimes, you just need something now — right now. Nearly 80% of shoppers will go to the store to buy when they have an item they need or want immediately.

People may still shop in stores most often, but they’re searching on their smartphones beforehand to make sure it’s worth the trip. As we were reminded during the 2017 holiday shopping season, a great deal of shopping research is coming from mobile: 78% of holiday shoppers who visited a store turned to online search before going into a store. What are they asking for help with before they go? Here’s what we found.

Help inspire my purchase

Shoppers turn to search before heading to the store when they don’t have a product or brand in mind. Mobile searches for “__ brands” are rising, as in “sock brands” (+150%), “men’s watch brands” (+70%), “best purse brands” (+140%), “makeup brands” (+150%). They’re also looking for helpful recommendations on what to buy — searches for reviews on mobile have increased by more than 35% over the past two years.

Help plan my in-store trip

Research tells us that half of people who used search before shopping looked for details about the store itself, such as locations or proximity. Get this: in the past two years, we’ve seen over 150% growth in mobile searches for “__ near me now” (“food near me now,” “gas station near me now,” and “delivery near me open now”). In addition to queries for local businesses near them, people are relying on their phones to check store hours, directions, wait times, contact information, and increasingly, product availability. In fact, 40% of shoppers wish retailers would do a better job of sharing inventory information.

Help narrow down my purchase options

Once they’ve homed in on a few options, people search on mobile to help make a final decision. They’re researching a purchase they plan to make in stores or to find the best option for their needs. We know shoppers are on the hunt for the best deals. How so? Because 43% of those who used their phone in stores over the holidays to shop said they did so to look for deals or savings, and 52% of shoppers think getting deals on their smartphone while in stores is a shopping trend that is both cool and something they’d use. Even more, 50% of shoppers say they use online video while actually shopping in stores.

Making mobile count

With so many people relying on their smartphones before shopping in store, the need for strategic and informed product content has never been more essential. Omnichannel retail leaders must prioritize the mobile experience — it could mean the difference between customers coming into your store primed and ready to buy, or leaving frustrated and empty-handed. – Read more

Inside Google Marketing: 3 lessons we learned from our ads rebrand

My Post102Sometimes, even a beloved brand needs a makeover.

Kentucky Fried Chicken became KFC. British Petroleum turned into BP. And Apple Computer is now simply called Apple.

But rebranding is about more than just changing a name. It’s about redefining a brand’s mission and its message for a new generation of customers.

We did that last July when we relaunched three iconic B2B marketing brands. After 18 years, Google AdWords became Google Ads. DoubleClick merged with Google Analytics 360 to become Google Marketing Platform. And DoubleClick for Publishers folded into Google Ad Manager, some 22 years after its debut.

One reason we made these changes was to help brands, agencies, publishers, and advertisers better meet people’s needs by delivering meaningful and relevant messages. We also realized we needed to be more responsive to our customers.

Here are three rebranding lessons we learned along the way.

Lesson No. 1: Let your customers show you the way

Internet advertising has changed so much over the last two decades. As the ad market evolved, so did our tools for building campaigns, buying media, and measuring ROI. And as video and mobile began to dominate, our ad tools kept pace.

But while our tools evolved, the AdWords brand remained primarily associated with buying search ads. It didn’t resonate with people who wanted to buy app installs or video ads.

Plus, our customers wanted a single platform to create, plan, buy, and measure their campaigns. In fact, many of them were a step ahead of us. They were already using DoubleClick and Google Analytics 360 Suite products in tandem to create campaigns and measure their impact. Our customers weren’t merely telling us they needed a change, they were showing us how to do it.

To learn more, we partnered with Bain & Company to interview more than 900 marketers from around the globe. Their message was clear: 80% of U.S. marketers said they wanted to use integrated marketing and advertising technology from a single vendor.1

Lesson No. 2: Cross-functional teams — and expertise — are key

We knew we needed to simplify our offerings and integrate them into a unified platform with a common look and feel. By no means was this going to be a simple task. The two-year effort involved hundreds of people across the organization.

We started by assigning a small group of marketing professionals — called the “core team” — to lead the project. For an engineering-centric company like Google, it was an unusual move. We did it because the job of marketers is to listen to and amplify the voice of the customer. And we had already concluded that, from start to finish, this rebrand would be customer driven.

Beyond that core team, we involved more than 20 cross-functional teams and hundreds of employees from every part of Google — from engineering, product, design, sales, payments, and more.

We relied on the expertise of each group. For example, we asked our internal Brand Studio to design logos. Our training and education team was instrumental in updating thousands of salespeople across the globe. And our engineers made more than 1 million changes to the code base.

Along the way, the team updated the URLs of more than 50 web properties, rebranded multiple social channels, edited hundreds of YouTube videos, and updated more than 500 Think with Google posts and 5,000 help-center articles.

It was up to the core team to keep the project on track by consistently returning to key customer insights as our guiding principles.

Having this many teams involved generated new ideas and diverse opinions. Change was constant. It was up to the core team to keep the project on track by consistently returning to key customer insights as our guiding principles.

Lesson No. 3: Think globally and locally

Another key learning was the importance of adopting a global point of view. We needed to address the concerns of all our customers, not just those in English-speaking countries. We thought deeply about how to introduce the new brands in markets that don’t use Latin characters. As a result, we localized the brand names into Arabic, Japanese, and Russian equivalents to ensure that they were meaningful and locally relevant.

Having regional-specific activations was also key. That meant understanding how each market would respond to the rebranding, and adjusting our approach accordingly. For example, teams in Latin America and Asia Pacific organized their own roadshows, met with top partners in each region, created their own press materials, and presented local examples and case studies. – Read More