Google News: Search at I/O 16 Recap: Eight things you don’t want to miss

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Two weeks ago, over 7,000 developers descended upon Mountain View for this year’s Google I/O, with a takeaway that it’s truly an exciting time for Search. People go to Google billions of times per day to fulfill their daily information needs. They’re focused on creating features and tools that we believe will help users and publishers make the most of Search in today’s world. As Google continues to evolve and expand to new interfaces, such as the Google assistant and Google Home, they want to make it easy for publishers to integrate and grow with Google.

In case you didn’t have a chance to attend their sessions, we put together a recap of all the Search happenings at I/O.

1: Introducing rich cards

They announced rich cards, a new Search result format building on rich snippets, that uses schema.org markup to display content in an even more engaging and visual format. Rich cards are available in English for recipes and movies and they’re excited to roll out for more content categories soon. To learn more, browse the new gallery with screenshots and code samples of each markup type or watch our rich cards devByte.

2: New Search Console reports

They want to make it easy for webmasters and developers to track and measure their performance in search results. Google launched a new report in Search Console to help developers confirm that their rich card markup is valid. In the report we highlight “enhanceable cards,” which are cards that can benefit from marking up more fields. The new Search Appearance filter also makes it easy for webmasters to filter their traffic by AMP and rich cards.

3: Real-time indexing

Users are searching for more than recipes and movies: they’re often coming to Search to find fresh information about what’s happening right now. This insight kickstarted their efforts to use real-time indexing to connect users searching for real-time events with fresh content. Instead of waiting for content to be crawled and indexed, publishers will be able to use the Google Indexing API to trigger the indexing of their content in real time. It’s still in its early days, but they’re excited to launch a pilot later this summer.

3: Getting up to speed with Accelerated Mobile Pages

Google provided an update on their use of AMP, an open source effort to speed up the mobile web. Google Search uses AMP to enable instant-loading content. Speed is important—over 40% of users abandon a page that takes more than three seconds to load. They announced that they’re bringing AMPed news carousels to the iOS and Android Google apps, as well as experimenting with combining AMP and rich cards. Stay tuned for more via their blog and github page.

In addition to the sessions, attendees could talk directly with Googlers at the Search & AMP sandbox.

 

5: A new and improved Structured Data Testing Tool

They updated the popular Structured Data Testing tool. The tool is now tightly integrated with the DevSite Search Gallery and the new Search Preview service, which lets you preview how your rich cards will look on the search results page.

6: App Indexing got a new home (and new features)

They announced App Indexing’s migration to Firebase, Google’s unified developer platform. Watch the session to learn how to grow your app with Firebase App Indexing.

7: App streaming

App streaming is a new way for Android users to try out games without having to download and install the app — and it’s already available in Google Search. Check out the session to learn more.

8. Revamped documentation

Google also revamped their developer documentation, organizing our docs around topical guides to make it easier to follow.

If you need any further updates on Google’s I/O 16 Recap, contact an Onimod Global specialist today.

 

 

Google Webmaster: Tie your sites together with property sets in Search Console

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Mobile app, mobile website, desktop website — how do you track their combined visibility in search? Until now, you’ve had to track all of these statistics separately. Search Console is introducing the concept of “property sets,” which let you combine multiple properties (both apps and sites) into a single group to monitor the overall clicks and impressions in search within a single report.

It’s easy to get started:

  1. Create a property set
  2. Add the properties you’re interested in
  3. The data will start being collected within a few days
  4. Profit from the new insights in Search Analytics!

Property Sets will treat all URIs from the properties included as a single presence in the Search Analytics feature. This means that Search Analytics metrics aggregated by host will be aggregated across all properties included in the set. For example, at a glance you’ll get the clicks and impressions of any of the sites in the set for all queries.

This feature will work for any kind of property in Search Console. Use it to gain an overview of your international websites, of mixed HTTP / HTTPS sites, of different departments or brands that run separate websites, or monitor the Search Analytics of all your apps together: all of that’s possible with this feature.

Don’t just listen to us, here’s what we heard from one of the beta-testers:

It was one of my most important demands since the beginning of Webmaster Tools / Search Console. And I love the way it is given to us. I see that the remarks of beta-testers have also been understood by Google engineers. So thank you so much! — Olivier Andrieu (Abondance)

Google will be rolling this out over the next couple of days. If you have multiple properties verified in Search Console, we hope this feature makes it easier for you to keep track. If you have any questions, feedback, or ideas, visit Google in the webmaster help forum, or read the help documentation for this new feature!

Is Your Brand Prepared For Voice Search? 3 Steps to Get The Conversation Started

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Whether you work in SEO or PPC, you’ve likely noticed a new trend emerging in your search reports: a rise in longer-tail searches and question-based search phrases. The likely culprit? Voice input.

Voice search is easier than text input; we all know this. We can speak something much more naturally than we can type it. Most of us are looking for a fast fix or a way to make multi-tasking more efficient, and conversational user interfaces fit that bill perfectly.

Whether we want to ask Alexa to clarify a recipe while cooking, ask Siri for directions while driving or run quick searches during the commercial breaks when second-screening, we’re all getting increasingly comfortable using voice search and digital personal assistants.

Take a look at the rapid adoption rates that Search Engine Land reported on back in December:

http://searchengineland.com/figz/wp-content/seloads/2016/04/MindMeldStudy-600x304.png

The vast majority of folks reported adopting conversational search just within the last several months, showing how dramatically it is growing.

Why does this matter?

There’s an obstacle that brands face when adjusting to voice input for search. The obstacle is that we will turn this easy input into a complicated problem because we haven’t adjusted for it.

Here are three simple steps you can take today to prepare.

1. Rethink how you’re showing up for branded searches

Do you follow the comedian John Oliver? I love how good he is at skewering companies or people who are doing things they shouldn’t. Recently, he did a report on the problem of mistaken identity in credit reporting with the three big credit reporting companies.

John Oliver’s investigation revealed that as many as 10 million people in the United States have major errors on their credit reports as a result of mistaken identity, but the major credit reporting companies (Equifax, Experian and TransUnion) have no system in place for fixing these errors which cause a lot of havoc in people’s lives.

Here’s what he did:

http://searchengineland.com/figz/wp-content/seloads/2016/04/Equifacks-600x300.png

He suggested his viewers visit parody sites his team created at equifacks.com, experianne.com and tramsonion.com. Because, as he said, “It would clearly be a horrible thing if these actual companies were mistaken for these fake companies. But don’t worry – 95 percent of the time, that won’t happen. And apparently that’s good enough, right?”

While this is a hilarious parody, we do need to take into account variations in pronunciation when it comes to voice search, since the margin of error here can be quite vast.

I could search for these brand names and still come across the parody sites, like here:

http://searchengineland.com/figz/wp-content/seloads/2016/04/TramsOnion_Screenshot-337x600.png

As you can see, this is not ideal for the credit company’s brand.

I’m going to walk you through a true example, and this is your cautionary tale.

I did a voice search on Cortana on my desktop for Bobbi Brown makeup. I noticed that Cortana spelled “Bobbi Brown” differently from the brand name:

http://searchengineland.com/figz/wp-content/seloads/2016/04/BobbyBrown-800x306.png

Here’s what the SERPs looked like:

http://searchengineland.com/figz/wp-content/seloads/2016/04/Bbrown_SERPs-800x393.png

Great job on the shopping ads here, and the organic results were on point, too. In this case, misspellings had been accounted for within the search strategy.

But what about brands that are not in English?

Let’s take Yves Saint Laurent as an example. I searched for “show me Yves Saint Laurent bags” using both Siri and Cortana:

http://searchengineland.com/figz/wp-content/seloads/2016/04/Siri_YSL-585x600.png

http://searchengineland.com/figz/wp-content/seloads/2016/04/CortanaYSL.png

Cortana did much better here than Siri did, but the variability in pronunciation means that we can’t count on voice search getting it right every time — at least not for a while.

Advertisers need to anticipate these issues and commit some time to resolving the voice search picture for their brands.

What can you do?

  • Research misspellings that can result from common mispronunciations of brand name, product name or key search terms.
  • Add them as a test to your keyword optimization strategy, though be careful to add in relevant negative keywords, as well.

2. Adjust for natural language

Natural language shows intent more strongly.

When you type a search, you use computer language — “Bahamas vacation deals,” for example. When you speak a search, you use your own language: “What are some Bahamas vacation deals for June?” or “How much does it cost to fly to the Bahamas?”

The advantage of this is the degree of specificity. That’s also where brands can stumble.

If your listing in the SERPs for one of these specific queries is a generic page, chances are you’ll lose the click. To boost your chances of winning, make sure you offer search results that can answer the query most closely.

For example, here are three of the ads that showed up for a conversational search for “What are some Bahamas vacation deals for June?” Which one would you have clicked on?

http://searchengineland.com/figz/wp-content/seloads/2016/04/Atlantis.png

The third ad mentioning the “summer sale” has a very high level of relevancy, and it is the only one that factored in the specific timeline mentioned by the searcher. That’s the one I would have picked!

What can you do?

  • Optimize your landing pages and ad copy to account for high-value natural language searches.
  • Since broad match may not always account for natural language queries, consider adding these high-value natural language queries as keywords within your PPC campaigns.
  • Select keywords based on the degree of intent the searches reveal. For example, I may not want to bid on “Who lives in the Bahamas?”
  • Adjust bids based on degree of intent. For example, I would want to ensure I raised my bids for relevant queries such as “What are the best vacation packages for the Bahamas?”

3. Adapt for top of funnel

Of course, you’re showing up for branded searches or transactional searches directly asking for your product. But what about being helpful to your customers by answering their questions with information you have to share?

As you know, content marketing helps brands build loyalty. When it comes to conversational search, it also helps you show up for long-tail queries, which is another aspect of voice search that is becoming more critical.

Since voice search queries have been shown to frequently contain question words, marketers could benefit from informational creative that addresses top-of-funnel queries, as well.

While they may not immediately be transactional, this content could help build your brand’s goodwill and engagement levels.

For example:

http://searchengineland.com/figz/wp-content/seloads/2016/04/Whitenteeth-612x600.png

What can you do?

  • Research a list of FAQs relevant to your products, and try optimizing those pages for the natural language query version of the questions.
  • Monitor additional KPIs, such as assisted conversions for PPC, as well as micro-conversions, such as form fills or content interaction.

In summary

Think of the last few searches you did using voice. How often are you using it? This is a great time to get a jump on voice search and voice inputs, as we all try to figure it out together as an industry.

The early adopter gets the advantage, so why not get the conversation started at your company?

http://searchengineland.com/figz/wp-content/seloads/2015/03/voice-search-app-ss-1920-800x450.jpg

Article H/T: Search Engine Land. Image: Alexander Supertramp / Shutterstock.com

Google makes 2 ad updates that will affect local search marketers

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Google has made changes this week to local search results and Google Maps that will impact retailers and service providers with physical locations. Read more

Google Has Confirmed They Are Removing Toolbar PageRank

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In the news: It’s official, Google has decided to fully kill off toolbar PageRank from their browser tools. Read more

Surviving Google’s New Policy Against Interstitial Ads

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Google has spoken — and an important part of the mobile web will never be the same. At least that’s the theory, and certainly the search giant’s intention.

Google sees app install interstitials — those big ads that pop up suddenly on the mobile web and monopolize all of your mobile device screen to prompt you to download an app, rather than let you keep surfing — as too annoying to users. On November 2, the company therefore put in place a new policy to discourage the ads.

According to this policy, Google has since penalized mobile websites that use such interstitials by declaring these websites mobile-unfriendly. According to Google’s more detailed blog post about the policy from September:

Mobile web pages that show an app install interstitial that hides a significant amount of content on the transition from the search result page will no longer be considered mobile-friendly. This does not affect other types of interstitials. As an alternative to app install interstitials, browsers provide ways to promote an app that are more user-friendly.

Google app intall interstitial ad graphic

Graphic of an app install interstitial ad by Google.

Assessing The Policy’s Early Impact

Here at Yozio, my employer, we specialize in growing mobile apps through organic channels. We also considered app install interstitials a very viable option to drive downloads prior to the new policy going into effect. Hence, we’ve been watching its effects closely.

Now that the policy has been in place for a couple of months, we wanted to explore some basic questions: Has Google’s decision actually affected how mobile websites attempt to drive visitors to download apps? And how have some of the most prominent and growth-hacking savvy companies dealt with the change?

To answer those questions, let’s start by understanding the real context for Google’s sudden change — and why app install interstitials may not be that bad after all.

Google’s Rationale For Penalizing Interstitials

Google published the results of an experiment on the effects of interstitials on one of its own mobile websites, Google+, earlier this year. In this study, Google compared the results of showing visitors to the Google+ mobile website an app install interstitial with the results of showing them a smaller and less intrusive app install banner.

When showing the banner, Google reported that the number of people installing the Google+ app stayed virtually the same compared to showing the interstitial, while the number of one-day active users on the mobile website actually increased by 17 percent.

Although Google did not mention this study in its announcement of the policy, it’s reasonable to assume that such a directly relevant experiment is related to the company’s decision.

However, the results of the study may not be as clear-cut as they seem at first glance, and Google’s case against interstitials not as simple as it appears.

The Problems With Google’s Experiment

First, this was but one experiment, by one company, for one kind of mobile website and app. Across Yozio’s customers, we’ve seen some who increased installs significantly through optimizing interstitials: by 100 percent for Pinterest and 300 percent for Airbnb, for example.

For other customers of ours, interstitials were much less important. This experience suggests Google should not necessarily draw conclusions from just one test for one app.

Second, the experiment involved an app that Google doesn’t seem to care about: As the post about the study mentions, Google since retired both the interstitial and the banner permanently, preferring to leave users on the Google+ mobile web pages.

Third, if you’re not using one of Google’s apps (or at least an app featuring Google’s advertising), it’s clearly in the search giant’s interest to keep you on the mobile web instead — where you can access its search engine and see its ads much more easily.

It turns out that app interstitials may not be that bad, then, and Google’s reasons for opposing them not that simple. And what if your app does actually offer a better experience for users than your mobile website?

Let’s look at how some of the best companies that now comply with Google’s policy — and still find ways to drive traffic to their mobile app.

Using A New Kind Of Interstitial

One of the most innovative ways to circumvent Google’s new policy comes from — you guessed it — Google itself. This time, it’s for Google Docs, an app that’s decidedly better than its equivalent mobile web experience, and probably more valuable for more users than Google+.

What mobile users see when they arrive on the Google Docs site looks almost exactly like an interstitial, but it isn’t one. It’s the web page itself, only made to look like an interstitial. The navigation menu in the top right corner gives it away.

This is how Google survives its own policy.

This is how Google survives its own policy.

Yelp uses a similar strategy. No longer able to use a separate interstitial, Yelp (not affiliated with Yozio) simply made a mobile web page that looks exactly like one.

In fact, the page looks so much like an interstitial that we ran it through Google’s mobile-friendly test — and it passed with flying colors.

This mobile web page from Yelp looks like an interstitial

This mobile web page from Yelp looks like an interstitial.

Hiding Interstitials From Google

LinkedIn (again, no affiliation with Yozio) uses an equally innovative, but somewhat more sophisticated, approach. While the mobile web version of LinkedIn’s site does not use interstitials, when you request LinkedIn.com in your mobile browser, you’re instead redirected to a new, separate mobile web page. And this does look like an interstitial.

Cleverly, however, LinkedIn has excluded this new web page from Google’s indexing. So therefore, Google can’t penalize LinkedIn for using it, either.

LinkedIn app install interstitial mobile web page

LinkedIn’s special web page cannot be indexed by Google.

Developing Better Banners

Google recommends using App Install Smart Banners in Safari or Native App Install Banners in Chrome to replace interstitials. Unfortunately, these don’t offer much flexibility in design, which makes them a bad alternative for growth teams who need to experiment and iterate. The ability to do that is non-negotiable because it’s by far the best way to increase users, engagement and conversions.

Airbnb (a Yozio customer) is a growth-savvy company and currently experimenting with its own banners as opposed to the ones recommended by Google. We checked — and Airbnb’s site is still mobile-friendly.

It seems Google has left some wriggle room for the experimenters after all.

Airbnb app install banner

Airbnb flouts Google’s recommendation by using a homemade banner.

Beware of making those banners too large, though. We found an example on Zappos’ mobile web pages that ran into trouble in Google’s mobile-friendly test, which stated that the page “appears to have an app install interstitial” and “may not be mobile-friendly.” (Yozio is not affiliated with Zappos.)

Zappos app install banner

Zappos runs into trouble with its workaround.

Is Google Really Putting The User First?

We’ve seen our customers drive tens of millions of installs through organic channels such as mobile websites using app install interstitials or banners. Both can work — it all depends on the user.

Ultimately, understanding the user’s intent and presenting her with personalized content determines the click-through rate and install conversion rate. As Marketing Land editor Danny Sullivan’s excellent overview of Google’s policy explains, the company is ironically declaring war on the same problem it helped to create when it first started to drive users to download apps on its own sites.

By implementing this wide-ranging policy on the basis of questionable evidence, we don’t believe Google is putting the user first this time.

 

H/T: Marketing Land.

Bing Now Powers AOL Search: What Advertisers Need To Know

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The move is now official: Bing has taken over serving search results and ads for AOL from Google. Initially announced in June 2015, the 10-year deal affects all AOL search traffic worldwide and on all devices. Here’s a look at what the move means for those managing Bing Ads campaigns.

First, the Ad distribution section under Ad Group level settings now includes AOL along with Bing and Yahoo.

bing-aol-ad-distribution

You can now also change ad group level network distribution within Bing Ads Editor. Whatever your settings are now, they won’t change, other than the fact that AOL is now included.aol-bing-ads-editor

Bringing AOL into the fold also includes AOL’s syndicated search partners in relevant locations. You’ll have insights into this type of traffic that wasn’t available when AOL ads were served by Google. In the Website URL (Publisher) report, the URLs of AOL owned and operated websites will be shown on separate lines and not consolidated with Bing and Yahoo’s owned and operated websites listed under “Bing and Yahoo! Search Properties Only.” You might not necessarily know that the site is part of the AOL syndication, but you will be able to add individual sites to exclusionlists.

AOL search also now appears as a new value in the Network and Top vs. Other columns in reports (including those run from the Reporting API), such as the Keyword performance report and Campaign performance report, and AOL is listed with Bing and Yahoo syndicated search partners.

AOL traffic now factors into both Bing Ads Campaign and Keyword Planners, as well. For more details, see the Bing Ads blog post on the updates.

 

microsoft-aol-logos2-1920
H/T: Search Engine Land

Mobile-friendly Web Pages Using App Banners

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Official Google Webmaster explains that when it comes to search on mobile devices, users should get the most relevant answers, no matter if the answer lives in an app or a web page.

Google have recently made it easier for users to find and discover apps and mobile-friendly web pages. However, sometimes a user may tap on a search result on a mobile device and see an app install interstitial that hides a significant amount of content and prompts the user to install an app. Our analysis shows that it is not a good search experience and can be frustrating for users because they are expecting to see the content of the web page.

They will now be updating the Mobile-Friendly Test to indicate that sites should avoid showing app install interstitials that hide a significant amount of content on the transition from the search result page. The Mobile Usability report in Search Console will show webmasters the number of pages across their site that have this issue.

After November 1, mobile web pages that show an app install interstitial that hides a significant amount of content on the transition from the search result page will no longer be considered mobile-friendly. This does not affect other types of interstitials. As an alternative to app install interstitials, browsers provide ways to promote an app that are more user-friendly.


App install interstitials that hide a significant amount of content provide a bad search experience

App install banners are less intrusive and preferred

App install banners are supported by Safari (as Smart Banners) and Chrome (as Native App Install Banners). Banners provide a consistent user interface for promoting an app and provide the user with the ability to control their browsing experience. Webmasters can also use their own implementations of app install banners as long as they don’t block searchers from viewing the page’s content.

If you have any questions on the latest updates on mobile-friendly web pages and app banners, contact one of our digital marketing experts at Onimod Global today.

Google Panda Update Coming Soon

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Google’s Gary Illyes announced that the next Panda update will happen in the upcoming 2-4 weeks at SMX advanced.

Illyes referred to it multiple times as not an algorithmic change but a data and info refresh. This is an interesting piece of rhetoric as it has been noticed that the organic results in the last few weeks have been uncharacteristically stagnant.  This data update refresh is sure to shake up the organic rankings a bit, however we are not expecting an algrothimic shift style change.

Illyes also explained that it is in Google’s best interest to keep this data fresh, so the they want to keep it updated as frequently as possible. This particular algorithm needing manual refreshes as it is not as automated as algorithms in the past.

Keep an eye on our Blog for more updates as these changes come live.  As always do not hesitate to contact an Onimod Global expert to discuss your organic rankings and website visibility.

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Google Not Confirming If Google Local Changes Are Due To Googlebomb Fix

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Google has noted the local ranking changes but won’t say whether it was related to the Googlebomb fix for the racist local results in Google Maps. Read more