Internet Marketing Update May 2015

This month we're covering Google's mobile update, Facebook's new call to action button and the AdWords changes launching June 1st.

HOW BIG IS GOOGLE’S MOBILE-FRIENDLY UPDATE?

Google’s Zineb Ait Bahajji from the Webmaster Trends team was quoted as saying at SMX Munich that the upcoming mobile-friendly ranking algorithm (launched April 21st) will have more of an impact on Google’s search results than the Google Panda and Penguin update did! 

Google did say when they announced the mobile-friendly ranking algorithm that this would have a “significant impact” on the mobile search results. This is the key, it is only impacting the mobile results and even so, it will have more of an impact than Panda or Penguin.

Zineb, from Google, did not specifically release a percentage of queries impacted. But, the data shows that about 50% of all searches done on Google are on mobile devices.

The big takeaway from this is that if your site is not mobile-friendly, get to work now on it. If more than 40% of your traffic from Google comes from mobile devices, virtually all of that traffic from mobile is at risk! 

We also noticed that most of the top 10 mobile search results are Local listings or Informative websites. This makes it even more important to have proper local listings for your business on top local directories and review sites.

In light of these updates, we're pleased to announce that our SERP Tracking App within our customer facing SEO Dashboard will now also be able to track Google Mobile Rankings. 

Here’s a sneak peek into the dashboard.

mobile dashboard

In addition, we can also track non-website URLs. Below are the sources we track... 

url tracking

If you need any help in developing Google recognized mobile friendly websites, get in touch with us. We have been offering Google mobile friendly websites for more than 2 years. And, 100% of the websites we have developed are acknowledged by Google as “Mobile-friendly”. 

GOOGLE DOORWAY PAGES ALGORITHM & GUIDELINES UPDATED

Google announced they have updated their ranking algorithm to detect a larger and better set of doorway pages and thus wipe them out of the search results, as to improve search quality within Google's search results.

Google’s Brian White said:

“Over time, we’ve seen sites try to maximize their “search footprint” without adding clear, unique value. These doorway campaigns manifest themselves as pages on a site, as a number of domains, or a combination thereof. To improve the quality of search results for our users, we’ll soon launch a ranking adjustment to better address these types of pages. Sites with large and well-established doorway campaigns might see a broad impact from this change.”

We haven’t noticed many complaints about doorway pages ranking well in Google. But I guess they were for Google to improve their algorithm for that.

Google quietly updated their doorway pages guidelines page. Now it reads –

"Doorways are sites or pages created to rank highly for specific search queries. They are bad for users because they can lead to multiple similar pages in user search results, where each result ends up taking the user to essentially the same destination. They can also lead users to intermediate pages that are not as useful as the final destination." 

Here are some examples of doorways:

  • Having multiple domain names or pages targeted at specific regions or cities that funnel users to one page
  • Pages generated to funnel visitors into the actual usable or relevant portion of your site(s)
  • Substantially similar pages that are closer to search results than a clearly defined, browsable hierarchy

How do you know if your web pages are classified as a “doorway page?” (see below):

google guidlines

FACEBOOK INTRODUCES CALL TO ACTION BUTTON ON PAGES 

Facebook is simply un-beatable. No wonder! They keep coming up with impressive and handy updates for the users. The Call-To-Action button - Facebook's recent update is certainly key for brands and businesses to drive more traffic through their Fanpage! 

Here’s what the Facebook Call-to-Action button looks like –

facebook cta button

facebook call to action buttons

In total, there are 7 Call-to-Action buttons available for users.

  1. Book Now
  2. Contact Us
  3. Use App
  4. Play Game
  5. Shop Now
  6. Sign Up
  7. Watch Video

Only the page Admins can add a specific CTA button to the page as per their choice and it's anytime editable and can be deleted by just hovering over the button and selecting “Edit call-to-action” or “Delete call-to-action”. Facebook will also show how many people have clicked the button next to the cover image.

Have you added a CTA button on your business page yet? If not, then don't be late to add one on your Fanpage as it could drag the users to a surface where you want them. It is a useful option for all the businesses as you can drive engagement directly from Facebook! 

ADWORDS TO REQUIRE VERIFICATION FOR CALL AND LOCATION EXTENSION PHONE NUMBERS

google adwords

If you’ve checked the new call-only campaigns in AdWords, you’ve probably noticed the phone verification piece to prove the phone number is associated with the business that’s advertising. 

Google has announced that verification will also be rolling out to all call and location extension phone numbers starting in June 2015.

Phone numbers that haven’t been approved will be listed as “Unverified” or “Unverified phone” in the Ad extensions tab.

To get phone numbers verified, you’ll need to take one of these steps.

  • Have the phone number being used in the extension listed on the website (in text)
  • Link your AdWords and Google Webmaster Tools accounts.
  • Add your AdWords conversion code snippet to the landing page in your ad.

Note: If you’re using 3rd party call tracking you can still use options 2 and 3 to verify your numbers. If applicable, your account team may update your account’s verification status on your behalf.

If your phone numbers aren’t verified, your ads will be disapproved. Again, this goes into effect June 2015.


That's it. To stay in the KNOW, make sure you bookmark our blog or sign up for our newsletter as we'll be providing monthly updates about SEO, PPC and all kinds of other important marketing related topics that you need to know in order to succeed today! 


Author:
Jonathan Hinshaw

Post Date:
Tuesday, May 19, 2015

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