I keep hearing people talking about Apple finally going “thermonuclear” on Google with the forthcoming iOS 6 mobile operating system. No, it hasn’t. In fact, there are good reasons why it can’t, though Apple is certainly exercising a much more subtle and smart containment strategy. Themonuclearly Renewing With Google The thermonuclear reference comes from the Steve Jobs biography written by Walter Isaacson, where Jobs was so upset about Google’s Android operating system — and the theft from Apple that he viewed it to be — that he said to Issacson in early 2010: I’m going to destroy Android, because it’s a stolen product. I’m willing to go thermonuclear war on this. Maybe Jobs was willing to go thermonuclear on Android, but that didn’t translate into going thermonuclear on Google’s search products. As I explained last year, Jobs renewed search deals with Google even after making that statement, keeping Google as the … [Read more...] about Why Apple Is Going “Containment” Not “Thermonuclear” Against Google In iOS 6
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What typically happens is that a company will devise a plan to improve their online marketing and will implement various changes as a result — but then, nobody remembers to measure the impact of these changes or otherwise conduct any sort of followup down the road. Email marketing pieces, AdWords changes, even new landing pages are added to a marketing campaign; yet the “when,” “how” and “who” are lost in the ether. Below are some steps you can take to help you remember your activities, analyze their impact, and create a journal of your marketing efforts that will benefit you and even your successor for years to come. Annotations First, the obvious: Google Analytics Annotations. I use these frequently to note things I changed on a website or within an AdWords account, as well as mark the dates of off-site (or even offline) marketing efforts that might impact traffic and conversions. Some of the things I advise all clients to note with … [Read more...] about How To Analyze The Impact Of Your Marketing Activities In Google Analytics
Google is unwrapping a suite of products aimed at bringing simplicity to the often laborious work of unifying and syndicating marketing and advertising data across channels for large organizations. It's not necessarily a novel effort - Oracle, Adobe, even Facebook's Atlas are in this mix - but the suite's native integrations with AdWords and DoubleClick make it particularly noteworthy for search marketers. Dubbed Google Analytics 360 Suite, the package offers a mix of brand-new and rebranded solutions for the enterprise. First, a rundown of what's new: A data management platform: Google Audience 360 (in beta) is the company's long-awaited data management platform (DMP) that early reports had been calling DoubleClick Audience Center. A DMP has been the arrow missing from Google's advertising technology quiver (or layer of the stack if we're sticking with ad tech lingo). Here's what we know so far about Google Audience 360: It, of course, natively ties to DoubleClick and AdWords, but it … [Read more...] about Google unveils Google Analytics 360 Suite with a new DMP, landing page testing tool and more
When webmasters fear getting Google penalties, most of them think of the dreaded algorithm updates: Penguin, Panda, the Top Heavy algorithm, etc. Get caught in one of these algorithm sweeps, and you could lose some or even all of your organic search traffic. But Google actually has a lot more in its arsenal than just algorithms to encourage you to follow their Webmaster Guidelines. Ever heard of a Manual Action Penalty? What’s a Manual Action Penalty? Google has teams of search engineers tasked with the job of reviewing individual websites and, if necessary, assigning a rank penalty. When Google runs Penguin, sites across the web can take a rank hit. A Manual Action Penalty means your site alone has been hit, and it’s your problem to fix. Manual Actions are the most common type of Google penalty you can get. If you have one, you should see a message in search console about it: If Google has penalized your site with a manual action, you’ll see a message here … [Read more...] about 5 Types of Google Penalties (And What You Need to Do to Recover)
How might Google be broken up into various companies? The story below explores the idea, in the guise of a chapter from a fictional book about how a Google break-up might have come about and the results from it. It explores the idea of a Search Engine Reform Act that breaks-up the company, as well as a Search Commerce Commission that oversees the search space. The Birth Of The Baby Googles Previous chapters have covered how the growth of Google and fears of how it was reshaping the communication landscape led to the application of existing anti-trust laws along with new ones to force a Google breakup in 2010. This chapter looks at the immediate aftermath: the “Baby Googles” or “Googlets” thatwere formed in the name of greater competition and consumer choice. Google (Search Products) The Google brand name remained with the company’s first product, search. Virtually all search-related products were kept part of Google, including enterprise search. Google … [Read more...] about What Would A Google Antitrust Breakup Look Like?