OrderDynamics Monthly Google Updates Report – June 2013

In June, Google introduced a new search rank algorithm, and announced monthly multi-day and multi-week rolling Panda updates. Improvements to Analytics and its integration with Adwords created a suite of tools that support digital marketing.

Google Search

While Google announced in March that they would no longer be announcing or confirming further algorithm updates, Google’s Matt Cutts was very candid throughout June about how algorithm updates are now handled and pushed out. On June 11^th, Matt discussed at the SMX Advanced Expo in Seattle, and released a video tweet later that day announcing the rollout of what is being called the Anti-Spam Algorithm. The new ranking update is aimed at spammy searches, particularly those related to adult content and, notably, ‘payday loans’; the update was said to have affected a minor 0.3% of US English searches, and places more importance on ensuring an entire website is well optimized, not just individual focal pages. Also at SMX Advanced, Matt shared that Google Panda is still updated on a monthly basis, but that the rollouts are slower than before, taking place over the course of 10 days as opposed to 1-2 as was the case previously. Matt also confirmed a second algorithm update on June 25 that would continue through to July 4^th, although whether this was Panda or Anti-Spam-related was not specified. What these multiday and multi-week updates mean for SEOs and business owners is that they can expect to see fluctuating search rank for at least one third of every month.

On June 5^th, Search Engine Land provided some interesting research on why many businesses have seen a drop in organic search traffic in Google Analytics. They learned that mobile Safari does not support the “meta referrer” tag, and as such does not pass this along to Google Analytics to show that traffic was derived from mobile search on an iOS 6 device, and instead shows up as direct traffic.

Additional interesting announcements related to Google Search include the launch of the Google+ dashboard, which allows users to manage all Google tools on one platform. The dashboard provides search analytics, including the location of mobile searches, as well as Google+ post analytics. On June 17, it was also announced that Webmaster Tools would begin providing example URLs in trigger warnings (errors/issues identified by Webmaster Tools). While Webmaster Tools will not list all flagged URLs, the examples will provide information needed to identify which other URLs are causing a problem.

Google Analytics

In June, Google Analytics’ implemented a series of tools and changes that support digital marketing efforts, which includes Google Adwords integrations. On June 4, Google announced on the Analytics blog the launch of a new API for the Content Experiments tool that officially renders Analytics a full A/B testing platform, wherein users can test potential changes to a website and receive analytics data to understand if the change should be made.

On June 19, Google launched an integration with Google Display Network that would allow advertisers to track ad impressions under Multichannel Funnels. Originally, only click-throughs on ads could be measured, however this integration enables tracking for two new conversion metrics: Impression Assisted Conversions – conversions paths which include an ad impression, and Rich Media Assisted Conversions – conversions generated by customer interaction with rich media ads, such as pressing play or expanding a YouTube video ad. These new metrics also include dimensions to further segment conversions based on whether the ad was above or below the fold, and what percent of a video ad a consumer allowed to play, which helps advertisers understand the effectiveness of current ads, and what may need to be better optimized. Further changes to the Multichannel Funnels include the new Attribution Model Comparison tool, which extended viewable data to 90 days in arrears, and allows for measurement of ROI on digital marketing efforts with Cost per Acquisition and Return on Ad Spend.

Google Adwords

Changes in Google Adwords throughout June introduced new reports to assist in building ideal ad campaigns, as well as new ad extensions to increase ad attractiveness.

June 5^th saw the introduction of image extensions to ads, wherein Adwords ads in search results can now also display an image to complement the ad content, such as a brand logo, or a photo of the actual item being advertised. Mid-month, Google also announced on the Inside Adwords blog that Sitelinks (the 6 links displayed under the first site on organic search results page) could be implemented on Adwords ad.

Google Adwords’ Auction Insights Report, which enables advertisers to compare their ad performance against competitors who own related ads, received an upgrade that provides data on more than just single keywords. The improvement facilitates running the report on groups of keywords, multiple ad groups, and multiple campaigns. Google also introduced the Top Movers Report that quickly identifies large changes in ad clicks and bid costs, and provides suggestions as to what may have caused it.

Late in the month, Remarketing – traditionally a Display Network tool – became available for search ads in Adwords. Remarketing for search enables Adwords advertisers to make custom adjustments to keyword bids for searches from people who have previously visited their website, and bid on high competition keywords specifically for searches from repeat customers.  Remarketing for search ads uses the same tags as Remarketing in the Display Network, so those currently utilizing Display Network are automatically equipped to use Remarketing in their search ads.

It is important to note that for all Adwords advertisers who have not yet upgraded to Enhanced Campaigns, Google will automatically upgrade for them on July 22 using default bid metrics. Those that upgrade beforehand will not be touched by Google.