Each week, Google releases updates and invents new methods for improving user experience. 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 weeks starting June 25 and July 2, 2018, that may influence digital marketing strategies and performance. We’ve highlighted key takeaways and the impacts on digital marketers.
Google Rolls Out Updates
Pulled from “Google Roundup: Four New Features And Apps for the Week Ending July 8” published on Forbes.com on July 8, 2018
- Password-protected Office files are now accessible via the Google Drive app, meaning users who work on both desktop and mobile now have a seamless experience.
- Google Drive accessibility supports the versatility of the Chromebook, which Google promotes as both a business and personal computer.
- Google released a new augmented reality (AR) measuring app, appropriately named “Measure.” The app allows users to measure an object using the phone’s camera. Users can then photograph the object to keep the measurements.
- “Keep,” the Google note-taking app, now offers ruled pages, boxed grids and more for users to measure and scale drawings.
- Google “Duo” now offers video calls through a user’s phone number or email address once a user links their phone number with their Duo account.
Key Takeaway for Digital Marketers: Leveraging the latest software updates and app developments can help boost workplace efficiency.
Robo Call Centers
Pulled from “Google Duplex Could Eventually Make Its Way into Call Centers” published on TechRadar.com on July 8, 2018
- Google is talking with a large insurance company about letting Google Duplex and the Google Assistant handle customer calls, inbound and outbound.
- Google announced consumers will be notified when they are speaking with the Google Assistant instead of a human.
Key Takeaway for Digital Marketers: AI could be working its way into call centers next. Stay abreast of the industry changes to be prepared for the next innovative updates.
Videogames on Google
Pulled from “Can Google Really Launch a Viable Videogame Platform?” published on Wired.com on July 7, 2018
- Google has been eyeing the videogame industry for years, making their intentions visible when they partnered with Nintendo for the launch of Pokémon Go in 2016.
- Google has the backbone to launch a videogame platform, as is evident through YouTube and Google Play Store.
- The ongoing Google infrastructure project, Google Fiber, could address streaming challenges of a videogame platform, especially when partnered with Yeti.
Key Takeaway for Digital Marketers: As new gaming platforms arise, monetization opportunities will as well. Consider becoming an early adopter to enjoy lower-cost media.
New Steps for Security
- Users can adjust privacy settings in the Google Security Checkup. G Suite admins can even modify which non-Google sites can leverage users’ data.
- Non-Google apps and sites must go through a verification process and meet two key requirements: accurate representation and relevant data requests.
- With Google’s “world-class” security functions, users can block nearly all spam and phishing messages.
Key Takeaway for Digital Marketers: As both the interest in privacy and concern about data use rise, transparent data use and privacy policies with limited sharing may be in higher demand.
Centralized Marketing from Google
- Google Marketing Platform combines both DoubleClick Digital Marketing and the Google Analytics 360 Suite to give marketers a central location to manage all digital media.
- Google combined these two services in order to appease marketers, whose top goal is to better understand consumers.
- Alongside these rebrands, Google debuted "Smart" campaigns to help small businesses organize their Google advertising. Additional campaigns are scheduled to be announced on July 10.
Key Takeaway for Digital Marketers: Continue to monitor news from Google with regard to these and upcoming changes. Team DMS will communicate our assessments of Google updates via email and in the Paid Search News section of DMS Insights.
A Smarter Optimization Process
Pulled from “New URL Inspection Tool & More in Search Console” published on Google Webmaster Blog on June 25, 2018
- Google rolled out a new URL inspection tool to make Search “more transparent.”
- Users are now able to view and analyze crawl, index and serving data for any of their pages with the help of the Google index.
- Users can also learn which of their pages aren’t properly indexed, how to fix bugs on their site and more.
- Google announced, “The new Search Console is still beta, but it's adding features and reports every month.”
Key Takeaway for Digital Marketers: With the help of the Search Console, analyzing site performance will be more cohesive and transparent.
After reading our June 13 Google Weekly Roundup, reader Paola Mesber found a tool similar to the Google Mobile Friendly Test Tool that works better for her brand: Website Planet’s Responsive Checker. This tool allows marketers to scroll sideways in addition to up and down for a complete view of any page. Plus, marketers can test how links appear on screens of a popular devices like the iPhone X and generic devices, too.
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.