Each week, Google releases updates and invents new methods for improving user experience and conversion rates. As marketers, you need to stay up to date with Google’s activity to maintain your brand’s performance on the search engine. Knowing and understanding advancements and changes made by Google is essential to help you maximize your digital marketing, paid search and organic search opportunities.
Google News Impacting Digital Marketers
Here are the big stories, announced by Google during the week starting July 23, 2018, that may influence digital marketing strategies and performance. We’ve highlighted key takeaways and the impacts on digital marketers.
More Emphasis on Quality
Pulled from “Google Updates Its Search Quality Rating Guidelines” published by Search Engine Land on July 25, 2018
- Google published an updated and lengthy set of search quality rater guidelines.
- Google works with more than 10,000 search quality raters worldwide. Raters evaluate content that appear in the top results of Google searches, with their ratings used to enhance Google algorithms.
- Recent changes in search quality guidelines include:
- The reputation of content creators is now a factor in content quality.
- Google has asked quality raters to fight clickbait, in part by downgrading ratings for content with titles that are overly sensational or do not match the content.
- The “beneficial purpose” of content is now being considered. Content that is not written with the user in mind may suffer from lower quality scores.
Key Takeaway for Digital Marketers: When publishing content online, focus on quality over quantity and follow other SEO best practices.
Making Security Transparent
Pulled from “Building on Our Cloud Security Leadership to Help Keep Businesses Protected” published on the Google Blog on July 25, 2018
- In March, Google announced more than 20 security enhancements and last week, they announced 10 more:
- Context-aware access capabilities, available now for select customers in beta for VPC Service Controls, and coming soon to beta for Cloud IAM, Cloud IAP and Cloud Identity
- Titan Security Key, available now to Cloud customers, and coming soon to the Google Store
- Shielded VMs, available now in beta
- Binary Authorization, coming soon to beta
- Container Registry Vulnerability Scanning, coming soon to beta
- Cloud Armor geo-based access control, available now in beta
- Cloud HSM, coming soon to beta
- Access Transparency, soon to be generally available
- G Suite security center investigation tool, available now via Early Adopter Program
- G Suite data regions, now generally available
- While Google aims to make access as secure as possible, their team is also working to make it convenient.
- Google has been named a leader in the “Forrester Wave: Public Cloud Native Security, Q2 2018 Report” because of their efforts to keep users’ data protected.
Key Takeaway for Digital Marketers: As users become more interested in their data security, be sure your brand is transparent. Make services intuitive and secure, so users can feel confident in their data’s safety.
Artificial Intelligence for All
Pulled from “Empowering Businesses and Developers to Do More with AI” published on the Google Blog on July 24, 2018
- Google wants all businesses to have access to artificial intelligence (AI) with their Cloud AutoML Vision, Natural Language, Translation, Dialogflow Enterprise Edition and Contact Center AI products.
- Google released several updates to these products, enhancing user experience and moving AI from a niche in the tech world to a commonplace technology.
Key Takeaway for Digital Marketers: Artificial intelligence is predicted to have significant impacts on many industries, including marketing. Take the time to learn as much as you can about how AI is being applied to marketing strategies and analytics so you can proactively adopt AI solutions as they become more prevalent.
Monetizing Made Simple
Pulled from “Expand and Unify Your Advertising Demand with Google Ad Manager” published on the Google Blog on July 24, 2018
- Released last month, Google Ad Manager allows publishers to expand digital revenue by simplifying advertiser management.
- With Google Ad Manager, publishers can:
- Manage advertising partners in one central location
- Connect with more advertisers
- Deliver more robust results
- Earn more revenue
Key Takeaway for Digital Marketers: As Google makes it easier for publishers to monetize their content, this could increase both the supply and the demand for advertising space. Monitor content quality and prices closely and be on the alert for impacts to your current campaigns.
Google Assistant Turns Journalist
- Since its inception in 2016, Google Home has been asked about local movie show times, weather forecasts and more. Now, the Google Assistant can provide users with the most recent news.
- Thanks to a new schema.org structured data specification called speakable, which indicates sections of a website that “are appropriate for text-to-speech conversion,” eligible publishers can identify news content that works for Google Assistant recitations.
Key Takeaway for Digital Marketers: Voice search is on the rise, as are the ways to optimize your site for voice search. Check out voice search optimization best practices.
No time to be the Google expert? No worries, Digital Media Solutions (DMS) is ready to help. We have specialists who spend their entire days focused on Google. Plus, DMS search experts can help you leverage recent changes to elevate the performance of your search campaigns. Click here to contact Team DMS.