Google created a stir with its first
algorithm rewrite in 12 years, while Analytics and Adwords were relatively
quiet compared to numerous updates and feature additions in August.
Google Search
On September 26, Google announced that they
had rewritten the Google Search algorithm for the first time in 12 years,
naming the new algorithm Hummingbird.
The announcement came after weeks of SEO specialists speculating Panda updates
after seeing major fluctuation in search results, especially around September
17-20. Google stated that the rollout of Hummingbird started in late August
continuing throughout September, and affected roughly 90% of global Google
searches., though it aims to improve speed and precision of search once the
rollout is completed.
A big question as a result of Hummingbird
is how it is different from Panda and Penguin. Danny Sullivan
of Google described Hummingbird as an overall cleanup of the Google Search
algorithm as a whole, while Panda and Penguin are simply individual parts of
the algorithm. Panda and Penguin are still components of Hummingbird, and as
such, best practices in accommodating them to support SEO
are still valid.
Google Analytics
Google Analytics announced on the Analytics
blog on September 18 that by the end of 2013, Google Analytics will no longer
be officially compatible with Internet
Explorer 8. The Platform will still be accessible on IE8, however
functionality will not be optimal. Google asserted that the deprecation of
compatibility “supports a modern browsing experience”, as it will allow them to
streamline compatibility with newer browser technologies that will enable them
to add new features faster.
On September 30, Google launched a new Google
Analytics mobile app for Android devices. The refreshed app offers a new
look and responsive design so it renders well on all Android devices, no matter
the device’s orientation, better real-time reporting, and advanced segment
dimensions that allow for deeper analysis.
Google Adwords
Adwords introduced new Conversion
Reports for Offline Campaigns, which enables Adwords advertisers to import
and compile offline conversion data with that of online campaigns. The feature
became necessary after Adwords created Offline Campaigns, wherein Adwords
generates a unique “Google” phone number to be used in ads in place of a
business’ actual phone number which tracks user engagement, but not conversions.
However, Adwords now allows this data to be imported, and can be integrated
with Marketo, Mongoose Metrics, SugarCRM, Salesforce and more.
On September 25, Adwords introduced the Ready
Creatives feature to facilitate easy creation of high quality ads. Ready
Creatives offers two components: Ready Image Ads and Ready Ad Gallery. Ready
Image Ads draw from images on a website by simply inputting its URL. Advertisers
can then select the image to use for their ad, and edit the creative with
specific messaging in a variety of styles. Ready Image Ads provide advertisers
with a repertoire of prebuilt templates for static, dynamic and video ads,
which they can customize according to their needs and desired messaging. Ads
made in Ready Creatives are in HTML5 format, ensuring the ads render well
across all browsing devices.
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