Yahoo For Native Search, Backlinks Will Be Less Important, Bringing The Sexy Back To AdWords Planner & More...
GROUND-BREAKING TITLE OPTIMISATION TIPS FROM MATT CUTTS
Not really! He just tells us to "try and tailor your titles for those keywords you feel a searcher is going to search for". You know, that thing that we've always done. No, the interesting thing about Cutts's answer to the question "how does Google choose titles for search results?" is what it tells us about Google's confidence in its understanding of web pages. Cutts explains that Google aims to display titles that are relevant to a given search query and are evocative not only of the page's meaning, but ideally the broader site too. If it doesn't believe the HTML title provides these, it'll look at backlinks, ODP and page content to source a better title. Essentially, Google's webspam team puts more faith in its own algorithms than in webmasters' integrity when it comes to deciding what one line sums up a page of content.
THE URL IS THE SHARE BUTTON OF THE WEB
In Canary, over the past few days, Google has been testing a new URL format that displays just an origin chip - everything after the root is lopped off. This is a continuation of the Safari display that Apple has adopted in iOS 7. Canary being Canary, it's easy to shrug this off as meaningless; the browser iterates daily and a tiny fraction of the experiments are carried through into regular Chrome. However, the in-fighting among Google's own devs suggests that it's being taken fairly seriously. While Jake Archibald has summed it up under the headline "Improving the URL Bar", Paul Irish calls it "a very bad change". What we SEOs might like to question is what this could mean when taken alongside the increasing display of breadcrumbs instead of URLs in SERPs listings. What could Google gain from hiding URLs from end users? No answers on offer yet, but Jake Archibald's write-up is here.
YAHOO FOR NATIVE MOBILE SEARCH
Since taking the helm at Yahoo, Marissa Mayer has been making a concerted effort to get the search engine competing meaningfully with Google. The last big proposal to make waves was Mayer's pitch for dominance in contextual search, though this is likely to have been driven more by Yahoo's contractual obligation to leave keyword search in the hands of Microsoft than by serious opportunity. Now Mayer is picking some bigger battles and wants to usurp Google as the native search provider for Apple devices. In theory this could work, if Yahoo's existing relationship with Apple is anything to go on. However, Danny Sullivan is convinced that it's highly unlikely.
MORE LINKS WORTH A LOOK...
GOOGLE SAYS BACKLINKS' IMPORTANCE WILL DECREASE
Matt Cutts has warned in a Google Webmaster video that backlinks are going to become less important to the Google ranking algorithm. He explained that Google are looking at better ways to determine if a web page matches an expert users' information needs.
This could be through finding out whether an expert author has written about a particular subject. Alternatively, if they can't identify this, they can use a better understanding of natural language, so the user can ask questions of their computer "like in Star Trek."
This approach further suggests that Google are ultimately concentrating on content quality; food for thought for link builders the world over.
Matt Cutts did concede, in his "Captain's Vlog," that backlinks have "many, many years left in them," although he sadly missed the golden opportunity to say they would "live long and prosper."
TWITTER STUDY REVEAL BRAND TWEET IMPACT
Twitter recently released a study showing how brand mentions on Twitter activate consumers. There are three takeaway messages from the study:
1. Brands are an integral part of Twitter conversations. People don't just choose to follow brands, they talk about them too. 80% of those surveyed had mentioned a brand in their Tweets during the measurement period, while 50% had mentioned brands 15 times or more. 99% were exposed to a brand-related Tweet in the month of January alone.
2. Consumers take action after seeing brand mentions in tweets - both online and offline. Users of Twitter actively follow up these brand mentions. 54% said they had taken action in some way, mainly by visiting the brand's website or Twitter page. 18% of respondents would consider retweeting the tweet mentioning the brand, 19% said they would consider trying the brand and 20% conducted an online search about the brand as a result of the tweet. Younger respondents were the most likely to take action.
3. The source of brand mention affects consumer actions on Twitter. Unsurprisingly, tweets mentioning a brand that were not from the brand concerned were more likely to see users take action, with 63% of respondents. A healthy 45% of respondents took action after seeing tweets from the brand however.
MORE LINKS WORTH A LOOK...
4 STEP PROCESS TO TWITTER CARDS
Twitter cards are an easy way to start advertising on Twitter. They take about five minutes to create and they are designed for the conversion-focused advertiser. On April 25th, Twitter released website cards as an additional advertising option to Twitter lead cards. The creative needed for both is practically identical, however, the function is where things begin to change. The steps?
1. Website vs. Lead Generation Cards
2. Ad Creation
Twitter cards are designed to focus on conversions. Whether you just need an email address or would like to send someone to a landing page to convert, it is a short and simple process to get started.
HOW TO FIND AND EASILY EXPLOIT PCC ADVERTSING OPPORTUNITIES IN FOREIGN LANGUAGES AND GLOBAL MARKETS
We all know that as time goes on Google Adwords becomes more and more competitive. Due to their auction model, it is very easy to spend too much money trying to acquire customers. According to the article's author (David Melamed), one of the best tricks to achieve much cheaper clicks in Google, while somewhat obvious, is very rarely used due to the perceived belief that it takes a mastermind to execute properly. He is referring to Global Advertising. For example, David explain that if most advertisers in the US are only targeting The US, than the auction prices will be much higher than if you target foreign countries.
3 WAYS GOOGLE'S NEW KEYWORD PLANNER BRINGS SEXY BACK TO ADWORDS
Last week, Google quietly rolled out major improvements to their Keyword Planner tool (quietly as in, without a peep) in the first major refresh since the tool was launched a year ago.
This article will show you three ways to use the new Keyword Planner features to make your AdWords management more receptive to user context (location, device, and time), which in turn will help make your entire campaign more successful.