In the last month Google has rolled out several changes which affect the way advertisers and SEOs approach their online marketing campaigns. February's algorithm update/change was characterized by the rankings boost given to established brands. In March, Google introduced interest-based advertising in beta testing with selected AdSense partners and on YouTube. Considered together, Google is quickly moving its search and ad models toward new frontiers of relevance.
The Vince Algorithm Change
Aaron Wall was one of the first Internet marketers to draw attention to effects of a recent change to the Google ranking algorithm. His data showed that a number of brands suddenly began ranking prominently in search results across a variety of keywords. The search engine optimisation community picked up on the shift, categorizing it as everything from brand bias to an attempt to appease content producers. Google's de facto SEO liaison Matt Cutts responded in a video saying that the intended effect of the ranking change was to reward trust, authority, reputation, PageRank and quality.
Interest-Based Advertising
On the ad front, Google began testing behavioral targeting in ads. Interest-based ads take into account Web history to deliver advertising that is in line with a user's relevant interest categories. Google touted interest-based ads as a benefit to both users and advertisers, while privacy advocates voiced concerns over consumer privacy. A new tool called the Ads Preferences Manager allows users to modify the interest categories associated with their browser. The search engine also provides a cookie-based opt out but is still experimenting with ways to make the solution more permanent.
What It Means
Both changes can be seen as actions aimed at improving search results and ad relevance to the benefit of all parties involved. Through interest-based ads, advertisers will be able to granularly target ads to match user interests. The Vince update is obviously an advantage for large brands, but small businesses can take advantage of the change by focusing on trust factors and unique, quality content.
Shuffles
Some high level individuals shuffled about this month. Google's senior vice president and president of American operations Tim Armstrong was named chairman and CEO of AOL Time Warner. At Yahoo, CFO Blake Jorgensen is awaiting a replacement. And popular tech evangelist and blogger Robert Scoble will no longer be involved in video production at FastCompany following the exit of a long-time sponsor.
In shifts of users, shares, and industry standing, the number of active Facebook users reached 175 million. The local online ad market seems to be at a standstill in the midst of the recession; however, the domain name industry continues to see growth. Microsoft's search share in the U.S. is at a 12-month low. Meanwhile, Apple and Google may replace two poor performers on the Dow Jones Industrial Average.
Sound Bytes
If you like what you read in the SEO Newsletter, there's more Internet marketing expertise where that came from. Check out SEM Synergy every Wednesday at 3:00 p.m. Eastern and Noon Pacific on WebmasterRadio.fm. Bruce Clay and the other hosts discuss industry news, SEO tactics and marketing trends, while expert guests share their insights on methods, best practices and upcoming events. Check out the show schedule below for a look at recent shows and upcoming topics.
March 4
(Listen Now)
| SEMJ & Sean Golliher | Will Martin-Gill | SEMJ.org |
March 11
(Listen Now)
| SEOToolSet Training | Christopher Hart | SEM Ethics & Certification |
March 18
(Coming Soon) | Canonical Tag | Vanessa Fox | Canonical Tag Best Use |
March 25
(Coming Soon) | Live From SES New York - Guests TBA |
Got something to say? Contact the SEM Synergy team and share your thoughts, comments and questions. You might even hear your question answered on the show.
Shindigs
The next Search Engine Strategies conference, SES New York, lands in New York City March 23-27. Bruce Clay, Inc. is offering a special one-day Search Engine Optimisation Training course in conjunction with SES New York on Friday, March 27.
Two analytics conferences are taking place at the end of the month. EMetrics Marketing Optimisation Summit is going on in Toronto, Ontario, March 29-April 1. SMX Search Analytics will be held March 31-April 1 in Toronto as well.
IM Spring Break is coming up April 2-4 in Deerfield Beach, FL. You can also watch Pamela Lund and CK Chung's video log as they roadtrip from coast to coast!
Also in Florida, Forrester's Marketing Forum 2009 will take place in Orlando April 23-24.
The MarketingProfs Business-to-Business Forum happens June 8-9 in Boston. Need something budget friendly? MarketingProfs is also offering a free online conference Digital Marketing World Spring 2009 on April 1.
SEOToolSet Training courses are scheduled around the country. Next up:
- March 16-20 (standard and advanced) in Simi Valley, CA
- April 28-30 (standard) in Long Island, NY
- May 11-15 (standard and advanced) in Simi Valley, CA
Attaboys
Joining the big three search engines' quest to clean up duplicate content, Ask.com now supports the canonical link element. In a boon to mobile marketing, an AdMob report shows that growth of WiFi mobile access continues to rise in the U.S.
Yahoo began testing its Rich Ads in Search program which includes videos, images, deep links and ZIP code forms in search ads. Advertisers also reported a decrease in minimum bids for some keywords on Yahoo.
Online advertising network YouData launched a network for non-profit and charity fund-raising. On Facebook, consistently precise ad targeting continues to stand out among other social media alternatives.
In an effort to protect site owners, Google offered ways to prevent hacking attempts as well as ways to recognize security breaches on a site. Microsoft joined forces with Girl Scouts of the USA to create an online resource where girls can ask experts for advice on Internet safety issues like cyber-bullying, predators and social networks.
The Yahoo-Newspaper consortium reported gains for both the search engine and its media partners. And while the success of Skittles's home page experiment with social media is up for debate, the candy brand scored points this month for embracing the word-of-mouth marketing and visibility offered through social networks.
Word on the
Wire
A study reported by the International Journal of Internet Marketing and Advertising cast doubt on the reported number of clicks search ads receive. A more devious form of info manipulation was again alleged against local business review site Yelp. The power of reviews to drive sales was illustrated by a survey which showed a majority of reluctant consumers can be swayed online.
An antitrust suit was filed against Google by niche search competitor SourceTool.com. In other Google news, a Google Analytics skills qualification program was launched, and the AdWords platform no longer allows multiple display URLs within an ad group.
Facebook was in the news after changing its terms of service and then rescinding the changes before asking for input from users. A Facebook director also chimed in on why the company's bid to purchase Twitter failed.
A helpful hacker demonstrated weaknesses in Web encryption by showing how security systems can be mimicked to trick users into revealing sensitive information. Publishers, bloggers and the news media continue to grapple with fair use and copyright issues on the Web.
Live Search has added a map and local business listings, similar to Google Onebox and Yahoo Shortcuts, to relevant search results. A report circulated that Yahoo Web Analytics is superior to Google Analytics, but unfortunately the Yahoo product is only available to a small test group. And Twitter search results are now available on Google through a Greasemonkey script for Firefox.
