Not a week goes by without something happening within Digital Marketing, catch up with the latest changes with our roundup covering Google AdWords, Canonical tags, featured snippets and more.
Historical Data – Quality Score
Companies advertising on Google can now see historical Quality Score data in AdWords. Google has added 7 Quality Score reporting columns, with these now in place they will now offer much more visibility for anyone using AdWords. By segmenting data by day, you can now see how the end of day Quality Score has changed over a period of time. However, keep in mind that the Quality Score column will only show you the current Quality Score, regardless of the date range you have applied.
Now, advertisers aren’t able to hover over the little icon next to each keyword to receive feedback on the currently Quality Score factors. New columns will be available that will show the following:
- Expected CTR (Click-through-rate)
- Ad Relevance
- Landing Page experience
These columns will be available at the manage account level and soon in Report Editor in AdWords.
Canonical Tags – Everyone Is Using Them, Right?
A crucial part of every SEO strategy, canonical tags help to solve duplicate content issues by telling the search engines is the preferred version of a page. Issues arise when poorly designed & coded sites create and allow Google to index multiple results pages or www and non-www page versions (plus a whole host of other causes). If you haven’t implemented canonical tags on your site yet or are in the process of doing so, this useful article from Search Engine Land will take you through the basics and when you should and shouldn’t implement these tags. We highly recommend bookmarking this article as your go-to-guide the next time you’re getting stuck into canonical tags and SEO.
Are Google Removing Featured Snippets?!
We were alarmed when we saw this headline too! It seems that Google is testing the removal of featured snippets, the feature that’s helped you increase your search visibility with eye-catching extra info at the top of the search results. It seems that Google is dropping the featured box if your website is already ranking and listed below in the organic search results. Google confirmed that they are indeed testing the removals as an ‘experiment’ to Search Engine Land, but declined to provide any extra information at this time. However, they did specifically state that it’s not a permanent move (for now…).
Google Announces New ‘Google Lens’ Feature
In their yearly I/O roundup, Google announced a funky new feature for their Google Assistant mobile app: Google Lens. This new addition provides instant information about the object the camera is pointing towards. So, for example, one could quick and easily identify a business on the street, with information such as reviews, phone number and more instantly at your fingertips.
This new addition uses Google’s advanced artificial intelligence and machine learning software to accurately identify objects around the user (such as a flower, as demonstrated by CEO Sundar Pichai at the talk). Not only does Google Lens provide information on places and objects, but – when paired with Google Assistant – also allows you to Google Search for further information and next step actions. An example of this could be a band poster; if you use Lens and Assistant to search for this event, Google will provide you not only with information on the band and venue, but also will link you to somewhere to buy tickets, giving users information and a clear next step.
— Google (@Google) May 17, 2017