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The SEO News for August 2017

Search engines do not take a vacation. Therefore, we present just in time for the summer vacation the most important SEO News of the month July – with new competition for Amazon Alexa, positive news for Bing and, of course, exciting Google updates.

1. Google Mobile Search enables direct contact with potential customers

After the first tests in November of last year, Google in the USA has now officially launched the function enabling users to contact companies directly from the search results on mobile terminals. After a local search (e.g. for a restaurant, hairdresser, etc.) you will be able to notify the store of your choice directly by Messaging App. For providers, the new function is activated quickly via the Google MyBusiness-Account. The communication is processed either through the Google-Messaging-App “Allo” onto Android devices or directly in the native Messaging-App onto iOS.

2. Videos on Google and YouTube: New study explains the differences in the ranking

Do I want to focus on Google or YouTube in the case of optimising my moving image content? A new study from the USA provides support with this decision. Using a comprehensive ranking analysis, this could show that the algorithms of both search engines differ significantly due to different user intentions and monetisation models. As a result, the content of the video is decisive: While informative content on traditional Google search, such as operating instructions, seminars, or reviews gain high visibility, on YouTube you can achieve high rankings with entertainment content and serial formats. Interesting reading for any SEO.

3. Bing expands market shares in Desktop Searches

For a successful search engine optimisation, it is important not to depend only on the market leader Google. To reach your target group, you need to closely observe the broad spectrum of general and specialised search systems. This, of course, includes Microsoft’s search engine Bing, which, by his own account, serves older and financially stronger target groups than its competitor Google. According to the latest figures from Comscore’s market researchers, Bing was able to expand its European market share in desktop searches to nine percent in the first two quarters of 2017, in Germany to twelve percent and in the United States even to 33 percent. Bing was driven by a stronger integration of the search engine into the current operating system Windows 10 and its Voice Search “Cortana”, Depending on the audience and target market, it is thus worthwhile keeping an eye on the company from Redmond.

4. Bing expands results display for brand searches

And once again Bing: In the past, it has been shown that even Google is not afraid to copy new features from Microsoft’s search engine. For example, in the case of the image search, Bing was able to profile itself with new display formats on the search results pages. Recently, in the United States, Bing offers during the search for brand names, in addition to the well-known site links, also direct entry points for “Popular Content” in the form of screen shots and images. Whether or not this feature provides added value for the user is questionable, it serves quite definitely an attention increase and thus a potentially higher click rate.

5. Competition for Google and Amazon: Samsung and Facebook are planning their smart speakers

Up to now, the market for the smart speaker has been controlled mainly by Amazon and Google, where the trade giant currently plays a dominant role with Echo and Alexa. Now Samsung and Facebook are also preparing to enter this market. Currently, Samsung is focusing on the development of language assistant Bixby and once more positions itself as a competitor to Google. Apparently, Facebook will launch a corresponding offer on the market in the first quarter of 2018.These developments underline the trend that SEO will increase significantly in complexity given the rapid (further) development of language searches and the more diverse region of terminal equipment.

Google AdWords changes 2016: First experiences in the practical test

Some exciting changes to the search engine giant from California in San Francisco were introduced at the Google Global Performance Summit last Tuesday. In addition to new features in local search ads and important extensions of the Google Display Network (GDN), now Google provides also expanded advertising and display options in the classic search ads, called Extended Text Ads (ETA).

Plan.Net Performance is one of the first agencies in Germany to test the new Google formats for a customer and enlightening experiences were gained.

Finally, there is more space with Google Extended Text Ads

25/35/35. Hitherto the number of characters was limited in the creation of text ads on Google Search for the title, text and URL. This limitation could cause sometimes real difficulties to advertisers, for example, if you wanted to promote a “pet owner liability insurance”.

Since last week, Google offers more freedom to selected advertisers: two headlines of 30 characters each and an 80 character line of text offer sufficient space for the use of USPs and call-to-actions. The domain of the URL display is generated automatically from the stored destination URL, additionally there are two fields for the individual definition of the URL path.

The easier ad creation by expanding the character limit is only partly true. In the old format advertisers were forced to restrict the texts to the most important information. Now there is a risk to use unnecessary text filler, thus distracting from the actual core.

Google AdWords: Google Extended Text Ads

Google Extended Text Ads

Is this a logical compensation after a few weeks ago all ads in the right column were deactivated from the search results? Agreed, for those who were used to the ads on the right side and the left-aligned view for years, Google search results page looked in February almost a bit empty.

The expanded text ads are available since Monday, 23 May 2016. The first results are promising and confirm the expected uplift in the core metrics (higher click-through rates, CTR, at slightly lower CPC). Google itself predicts an uplift in CTR by up to 20 percent. Since the new format during the beta phase is only limited and only few advertisers are unlocked, the actual effect will probably become clear in a few months.

Google’s strategy to further strengthen the premium positions has not changed meanwhile. Thus, the expanded text ads, as other enhancements, increase also the premium positions 1 to 3. The competition will not be lower.

GDN: Cross-exchange for Display Remarketing Campaigns and Responsive Ads

Through the Google Display Network (GDN) advertisers can publish classic display ads on a variety of participating websites and blogs. Under the keywords “Cross-exchange for display remarketing campaigns” Google facilitates its customers to extend their remarketing campaigns through additional inventory sources. So far, Google fell back on the DoubleClick Ad Exchange. DoubleClick is also part of the Google Group.

A major difference between the GDN and the major ad exchanges is the order process. While in GDN usually there are only incurred costs when an advertisement is actually clicked (CPC – cost per click), the Ad Exchanges are generally remunerated for each advertising appearance (CPM – Cost Per Mille). You might think that with the expansion of GDNs to additional ad exchanges, Google is taking a certain risk. Theoretically, this is also true, especially since Google most probably buys the advertising service on a CPM basis and offers it to its customers on a CPC basis. However, it would not be Google, if they did not know exactly what they are doing.

The newly acquired range is limited exclusively to remarketing campaigns. The generated CTRs are known to be many times higher than for campaigns with other targeting options. CTRs of 0.20 percent and higher for standard formats are not uncommon. With the higher expected CTR, Google is also in the position to pay the corresponding higher CPMs, or rather to ensure its own margin. This purchase model can be very successful, as other vendors like Criteo have long proved.

The extension of remarketing campaigns in the GDN to additional ad exchanges thus represents not necessarily a cannibalization, but rather a useful supplement for Google.

Another announcement are the “Responsive Ads for display”, i.e., advertisements that individually adjust to the respective content in which they are placed. This allows to place advertising spaces in the GDN which do not follow the usual format standards. It was exactly with especial formats when DoubleClick was not a very flexible partner. “Responsive Ads for display” should have a positive impact, especially on mobile devices and facilitate native advertising integrations. Google positions itself step by step in a “Mobile First” world and will significantly expand its range through adjustments.

What the new feature actually brings, will only be known in detail after a test. With the increasing “playground” of Google grows also the overlap with other areas of marketing. It is therefore more important to evaluate all the accordingly activities under an overarching strategy and coordinate the most important.

Other advertising opportunities in the local search

Finally, new features for Local Search Ads (LSA) were announced in San Francisco. So it will be possible for advertisers in the future, to highlight their ads on mobile devices and the Google Maps service. “Promoted Pins” put the company logo in the navigation via Google Maps prominently in scene. If a potential customer looks for services or products on the go and clicks on such a pin, in addition to the usual display texts, current information of offers or promotions will be available in the future. Google responded with this innovation to the unbroken trend towards mobile use of its services. According to own statements, one third of all mobile searches relates directly to local services, such as cafés, restaurants or shops. In addition, mobile requests with a local connection grow around 50 per cent faster than the totality of all mobile searches worldwide.

Google changes its appearance as an advertising platform in the context of an increasing competition and a rapidly changing user behaviour. Especially Facebook has been able to benefit from the increasing mobilization of internet usage. For advertisers and agencies, this means to observe developments and innovations closely and to have the courage to experiment and question traditional paths.

Google is overtaking Apple and that’s a good thing

According to the “BrandZ” study, Google is replacing Apple as the most valuable brand – and that’s a good thing as everyone knows that competition is good for business. And if we’re honest, it’s high time that Apple be dethroned: Where are the great innovations since the introduction of the iPad? Apple’s concept for success – reduction down to elementary features, simplification by paternalism – simply no longer adds up. And the arrogance of Apple’s market identity, which may have been justified in the beginning, is not as popular any more.

The older target groups have also learned and do not want to be dogmatically locked into a closed system; that didn’t matter to Apple in the past. iAds – in short, they failed. iRadio – not really. B2B-Appstore – still not available. Larger displays, NFC – so far, they’ve been snoozing.
Google has recently been much more dynamic, and not just when it comes to its Android operating system for smartphones or the Nexus devices: Google has started many smart services and has tried to understand the user in the process. Google Music, Google Movies or Google Now, for example.

All of this – plus its market position in the area of search services and the resulting advertising income – are points contributing to Apple now being overtaken: Resting on their laurels, ignoring customer preferences, missing innovations and an arrogant communication policy toward end users and business partners has lead the market and customers to punish Apple.
The “Beats” purchase will not stop this trend for now – a headphone system can be replaced. Android is spreading quickly and already supports the “wearables” trend. And Microsoft is also increasing the pressure with the slowly but steadily increasing prevalence of Windows Mobile.
The expectations for the iPhone 6 get higher every day – it still remains to be seen whether Apple can meet them in the end.

For us as an agency, this confirms what we’ve been observing for a long time: Google is currently the more dynamic and innovative partner. To put it positively: Apple, it’s finally time to put the pedal back to the metal!