Between the long-awaited rollout of Penguin 4.0, a strengthening of Google’s mobile-friendly ranking signal and the ‘Possum’ algorithm update impacting local search, 2016 was an interesting year for Google algorithm changes. And with an upcoming move to a mobile-first search index already on the cards, as well as a penalty for intrusive mobile interstitials coming into effect on the 10th, 2017 promises to be just as eventful. Looking back at 2016, which algorithm changes were the most impactful for marketers in the industry? And how can brands best prepare themselves for what might be around the corner? I spoke to Sastry Rachakonda and Ajay Rama of digital marketing agency iQuanti, along with Search Engine Watch’s regular mobile columnist Andy Favell, to get their thoughts on what’s to come in the search industry. The most impactful algorithm updates of 2016 “Mobile-first indexing is probably the most significant change that happened this … [Read more...] about Which Google algorithm changes impacted marketers most in 2016 – and what can we expect from 2017?
Asia Pacific, or APAC, includes countries along the Pacific Rim of Asia and Oceania, each of different sizes, cultures and developmental statuses. In aggregate, this region of about 20 countries counts near 4 billion people and $24 trillion in aggregate GDP (summed World Bank population and GDP figures, also used in the Excel charts below) and has exploded onto the digital scene. In fact, according to a recent eMarketer study, APAC has already usurped North America for the title of global e-commerce heavyweight in 2014 and is still growing fast, with total sales estimated to exceed $1 trillion in 2017. This final segment of the cross-border series dives deeper into the opportunity available in APAC, providing considerations and best practices useful for digital marketers looking to establish an effective strategy in the region. One of the most important things to keep in mind when approaching APAC is that the region is highly diverse and segmented, spanning the mature countries of … [Read more...] about The Cross-Border Series Part 4: Advertising In APAC
A question which is hitting my desk on a daily basis at the moment is, “Should I transliterate my brand for greater success in China, Korea and the other double-byte countries?” The very first time I saw this I though, “I’ll just wing off a quick email to respond to this,” then discovered that my winging email was more of a jumbo jet. In other words, it took some considerable explaining! More precisely, the question people are asking now is should they convert their URLs to carry local characters. First, we have to try and establish what is meant by transliteration? It is, very simply put, the mapping of characters in one language to the those in another to give the best representation of the word in the target language. But no, this is nothing to do with phonetics and much more to do with custom and practice, rather than any kind of scientific logical method. The Impact Of Localized URLs On SEO Is An Interesting Question! Transliteration cases crop up … [Read more...] about Should You Transliterate Your Brand For International SEO?
Google just posted about ten new algorithm changes it has made to how it shows and ranks search results. These include showing rich snippets more often, improving the quality of snippets, a better way of showing page titles for times when Google ignores the HTML title tag itself and a ranking boost for “official pages,” which Google says it can detect better now. Snippets & Page Titles Below are changes related to snippets — the descriptions that Google shows for web pages — and page titles. I’ve quoted from the Google blog post, where that’s appropriate and paraphrased in other cases to make things clearer. Improved Snippets: Google says that it has a change that allows it to pick more snippet text from the main content on a web page, rather than selecting from headers or menus. Rich Snippets, More Often: “We recently announced rich snippets for applications. This enables people who are searching for software applications to see details, … [Read more...] about Improved Snippets, Rank Boost For “Official” Pages Among 10 New Google Algorithm Changes
The world of paid search has evolved from “all you need is five minutes and a credit card” to a complex ecosystem with lots of moving parts that and obstacles that can cause serious damage for the unwary. Here’s a look at some of the best paid search books published in the past year. A roundup of 2009’s best search advertising books This was one of the first books about search advertising ever published, making its debut way back in 2004. The first edition was entirely the brainchild of Cat Seda, one of the most experienced search marketing veterans around (here’s my review of the first edition). The recently published second edition is a complete remake and update, primarily the work of Kevin Lee, “with the guidance and blessing of Cat Seda” according to the book’s companion web site. It’s an excellent overview and introduction to search advertising with the three major players: Google, Microsoft and Yahoo (still relevant until … [Read more...] about A Roundup Of 2009’s Best Search Advertising Books