This week at SEOPartner, we’re sharing: SEO updates that can deliver significant impact to your results, exciting changes in the marketplace to watch out for, good-to-know studies and information, and tips to try based on recent findings on search, online marketing and more.
1. Google Plans to Release a Separate, Mobile-First Index
Google’s Search Analyst Gary Illyes dropped three huge statements during his keynote at the Pubcon Las Vegas 2016.
1. Google is currently testing and setting up a separate mobile index.
2. This separate mobile index will become Google’s primary index.
3. Desktop will be its secondary index.
For many, that boils down to one big change: the possible creation of a split search index where mobile is king.
For Google users, this might mean that they’ll be seeing separate search results for mobile (which will be updated faster) and desktop within months, should the changes push through, SEJ Lead News Writer Matt Southern says. For SEO and site owners, this is a more emphatic statement to prioritize mobile over desktop.
Investing in a fast, mobile-optimized website, publishing content using Accelerated Mobile Pages (AMP) technology and getting listed in Google News (if you publish news regularly) are some of the proactive steps to take to prepare for this potential major shift.
Source: https://www.searchenginejournal.com/google-splitting-search-index-prioritizing-mobile-desktop/176149/
2. The Year of the Supershopper: Stats to Know
Google compiled some vital customer data that can help businesses as they set up campaigns for the holiday season. Some highlights of their report:
1. Mobile search leads shoppers to stores.
– “Mobile is now the super shopper’s go-to source for inspiration,” as shoppers use mobile search to make purchase decisions and discover new finds (brands and products) along the way.
– 64% of smartphone shoppers conduct mobile searchers before going to a store.
– 76% of mobile searchers visit a related business within the day.
– 28% of those visits leads to a sale.
2. Brand visibility trumps brand loyalty.
– 50% of holiday shoppers last year say they would buy from new retailers.
– 76% of mobile shoppers changed their mind about potential purchases after searching on Google.
3. Shoppers want the best, not the cheapest.
– Mobile searches revealed 65% are looking for “unique gifts” while a whopping 80% were searching for “cool gifts.”
Source: https://adwords.googleblog.com/2016/10/the-year-of-supershopper.html
3. AdWords Introduces New Extensions for Manufacturers
Do you sell your products through retail chains? Google’s Adwords is rolling out “affiliate location extensions,” a feature designed to help manufacturers boost their in-store sales.
While the existing location extensions that drive in-store visitors through search ads, affiliate location extensions on the other focuses on third-party retailers t “help people find nearby stores that sell your products,” said Google.
Setting up affiliate location extensions can be accomplished in no time. Just select it in the Ad extensions tab, provide the retail chains where products are sold, and then Google takes care of everything else. There’s no need for a Google My Business account in setting this up.
This extension will be available to U.S. stores in the next few weeks.
Source: https://www.searchenginejournal.com/new-google-adwords-extensions-help-manufacturers-drive-store-sales/176499/
4. Bing Ads Updates Campaign Setup Process
Bing Ads has just rolled out an update for its campaign setup process. With this new update, advertisers can easily set up and activate new campaigns. This new configuration offers users additional options, allowing them to forgo the need to go back and remember update settings once the campaign has been set up.
The update now allows Bing advertisers and PPC marketers to:
1. Select a marketing goal for each campaign.
2. Copy settings from one campaign to another.
3. Target specific locations (via ZIP code, city, state/province and country/region).
4. Get tailored keyword recommendations.
5. Easily see ad extensions that match your marketing goals.
6. Set up and easily manage multiple ads.
7. View performance estimates for your campaigns.
Source: http://searchengineland.com/bing-ads-new-campaign-setup-process-261674
SUMMING IT ALL UP
Here are the top headlines in this week’s SEO news roundup:
What’s Cooking
Google plans to release a separate, mobile-first index. Google confirmed they are planning to create a separate mobile index, which will be the primary search index they’ll use to respond to queries. If this change pushes through, the separate desktop index will become its secondary index.Good to Know
The Year of the Supershopper: Stats to know. Customer data from Google reveals some vital search ad shop statistics that businesses can use as a guide as they prepare for their holiday campaigns.What’s Hot
AdWords introduces new extensions for manufacturers. The new “affiliate location extensions” is designed to help manufacturers drive shoppers to stores selling their products.Bing Ads updates campaign setup process. The new campaign setup functionalities provide PPC marketers more options to set up effective, targeted campaigns and help them stay organized with a more efficient workflow.