The November 2020 Search & Digital Marketing News Round Up

Roughly a year after it was first announced, Google’s new page experience tool received a confirmed launch date some time in May 2021. The new tool brings with it the ability to highlight search results that have a great page experience even going so far as to provide a “visual indicator that highlights pages in search results that have great page experience,” the company noted Tuesday. In other words, SERP users will be able to avoid pages which don’t have Google’s stamp of UX approval – be warned!

Google also began testing Snippet Results with multiple contextual links – meaning featured snippets for search terms can now include additional information from 3rd party sites. Although Google has confirmed it is still testing contextual links within Snippets, this new update has sparked criticism – in the past Google has been accused of simply scraping websites and displaying hard won content as its own, which is… totally fair TBH. With this latest Snippet update, Google is in effect creating its own content from multiple sources without giving credit to those who wrote it, which understandable is frustrating for those who have already put in the hard work.. 

Google Pushes Local Business Tools & Services

Offline, you may have noticed plenty of Google branded Local Business ads on television recently. No surprise then that during November, Google has been making a big push for its Local Service Ads. Google maps will now include features such as “Google Guaranteed” and “Google Screened” badges for map listings – initial results seem to show a higher CTR% for local businesses within the Map Pack. However, being guaranteed by Google doesn’t come for free – these certifications can cost up to £600 per year. Is this further evidence that Google is trying to monitise it’s currently free Google My Business services?

In another piece of good news for small businesses, Google’s new Small Business Advisors Program offers individual consulting sessions for SME’s. Currently only available in the USA, and priced at $39.99 per session, the aim of the program is to train small businesses how to become better marketers on Google, offering individual 50 minute training sessions on products such as Google Analytics and YouTube. Expect to see it rolled out across Europe soon!

Bored with Broad Match?

For some time now, using Broad match keywords in your Google Ads campaigns has been a game of chance as Google has increasingly opened up it’s keyword match criteria. Even with Broad Match Modified keywords, we’ve seen the creep of increasingly irrelevant keywords in Search Term Reports across a range of clients. However, Google is on a Broad Match Charm offensive for those who use smart Bidding; rolling out a new tool to suggest Broad Match keyword recommendations

The tool will use smart signals such as user behaviour and historic data to suggest new recommendations for switching your current keywords to broad match versions in Google Ads. Unsurprisingly, Google’s goal here is to encourage advertisers to move towards greater automation of accounts, but you’re right to feel skeptical – especially since Google doesn’t have a great track record of identifying user intent.

XML Marks the Spot

One of the most basic aspects of website optimization, an XML sitemap acts as a roadmap of your website, highlighting to Google where your important pages are located, and how to reach them! However, site maps can be overlooked as websites grow and change.  John Mu – Google’s very own “Search Advocate” – highlighted the importance of XML site maps, considering them “the minimum you should be doing for a serious website.”  

Next, Google’s rival search engine DuckDuckGo hit 60 million queries per day –  a possible blow for Google’s dominance, proving that competitive search engines with USP’s can claw traffic back from the search monster. With increasing demand, it might not be too long until we see SEO’s making considerations for search engines other than Google!

Social Shopping Media Updates

Instagram upped it’s shopping ante with recent interface updates designed to replace traditional notification buttons with in-app ecommerce tabs. 

The Shop tab gives you a better way to connect with brands and creators and discover products you love.” said the Company. 

Clearly, Instagram’s updates offer a great opportunity for ecommerce businesses, allowing yet another way to get your products in front of targeted audiences. However, user feedback has been less than glowing with many complaining that the changes are confusing and increase the amount of time it takes to actually see or post new content.

Finally, Twitter introduces Fleets, for the moments you thought about Tweeting, but didn’t.