Annotations Added to Google Analytics (SEO)
Google has officially rolled out another set of useful features for Google Analytics. This update includes annotations, custom variables and a code wizard to help modify Analytics JavaScript and customize it with greater ease.
The Annotations feature allows you and your team to apply comments to graphs in Analytics, making site traffic events easier to convey. For instance, someone changing an ad campaign can add a note indicating the adjustment, thus notifying team members of the modification for future reference. This makes all vital information available and more convenient for everyone to see when logging into Analytics. For Web masters, this is a huge advantage as it promotes more effective and streamlined communication
Google Begins Using Review Sentiment to Generate Local Listing Results (SEO)
Google now uses the sentiment of aggregated user reviews in local listings to determine the presence and ranking of businesses within search results. While the quantity of reviews was the only criteria used previously, the content of reviews is also now impacting establishments ranking. Google is considered a latecomer to this metric, as both Yahoo! and Bing have been using it in some form for months. There are two takeaways from this:
Google Suggest to Include Universal Results (Search/SEO)
Try typing “weather” into the Google search box, and you might see the forecast or even a link to www.weather.com pop up in the suggestion box. This new feature rolled out by Google allows keywords to trigger not only popular searches, but also popular results in the suggestion box. This change provides an interesting opportunity for SEO’s to obtain “digital real estate” above the top sponsored ads.
Google Goggles: Search the World (Search)
December unveiled the exciting release of Google Goggles, an application for Android-based phones that allows Web browsers to use pictures, as opposed to words, to search the Web. Labeled by some as a visual search, Google Goggles provides detailed information about the images the user snaps with their phones. Information can include anything from landmarks and nearby stores/restaurants (aided by the onboard AGPS) to authors and artists. Google Goggles may provide incentives for SEO's to incorporate easily identifiable images within a Web site in the hopes of capturing image-based search traffic.
Google Ends Local Listings Trial (Paid Search)
Google effectively ended its Local Listings trial in mid-December to focus on program usage data in preparation for the release of the program in its full-fledged state. Google predicts that the program’s re-release will occur sometime in 2010 and notes that they are “currently using data and feedback from the trial period to make further improvements … and plan to release an enhanced version more widely in the near future.” Depending upon the state of the product when it is finally re-released, this could be exciting news indeed for us in paid search.
Geographic Information Added to Some Google Search Results (Search)
Geographic information, as indicated by Webmasters using Google Webmaster Tools, can now appear in the green URL line of search results. Google expects this change to only affect 1% of all searches, as there are very specific situations in which it will provide this information.
Geographic information will appear for .com and .net addresses but not for URL’s with geographic TLDs (.co.uk, etc.). Furthermore, the information will only be included when the site owner provides location information. Hopefully, this will help users find what they are looking for more conveniently when seeking location specific information.
First Click Free Policy at Google Changed (Search)
Google has modified their “First Click Free” FCF policy to allow content providers to limit the total number of free clicks a user gets to five per day. This policy change is very good news for periodicals of all types, in that it will allow them to start regaining a degree of control over the monetization of their product.
Google’s FCF policy states that users are not required to be members or pay to subscribe in order to gain access to the initial landing page on the Website. For instance, if a content provider (such as the New York Times) wishes to appear in the Google search results, they must not require a login to view text provided by links in Google’s search results. Content providers had immediate concerns in regard to users obtaining and accessing their content free-of-charge. It has been argued by the likes of Rupert Merdoch (among many) that this practice has contributed to the destabilization of the media business model and has been a part of why newspapers around the world are no longer solvent.
Try Google's New 3 Pane Look (Search/Paid Search)
A major overhaul of the classic Google search results page is now in limited release. This redesign addresses concerns regarding the added “clutter” from local listings, live feeds etc.
This revision to Google’s results page will hopefully provide a rejuvenation of the AdWords program by increasing users, as well as providing a fresh new look with more visually stimulating placement for AdWords.
BING
MSN Redesign Could Prove Beneficial to Bing (SEO/Paid Search)
With Microsoft claiming that MSN has more than 600 million users and the fact that 45% of Bing’s traffic is being driven via MSN, the new redesign (now in preview) could prove very helpful to Bing. The new, cleaner look may cause more users to adopt MSN as their main portal and net an increase in the use of the Bing search bar. In addition to the redesign, MSN will launch MSN Local Edition, which puts a plethora of local news and information in front of the user, including local NBC and Hearst Television video clips.
The most important consequence for SEOs is the potential for increased search volume in Bing. If the redesign increases usability, this could improve Bing’s market share in the search world.
Microsoft-Yahoo! Deal Given Go-Ahead by Australia and Canada (Search/Paid Search)
Canadian and Australian officials have given the go-ahead to the Yahoo!-Microsoft search deal. Both countries found that it would not interfere with the competitive market for search nor online advertising. Upon hearing the news, a joint statement was released by Yahoo! and Microsoft assuring that they “continue to believe that this deal will create a true, competitive alternative in the marketplace that will benefit consumers, advertisers and publishers.” They go on to say that they expect the deal to close in early 2010. The agreement adds to the momentum the Yahoo!-Microsoft partnership has been gaining around the world as countries give it the go-ahead.
In terms of advertising, this is good news as the competition for online advertising will shrink slightly and, in the process, potentially require advertisers to monitor fewer campaigns overall.
YAHOO
Yahoo! to Include Local Results in Non-Local Searches (SEO)
Yahoo! is beginning to interpret searches with unspecified locations as local searches. For example, a search for “Chinese Food” will frequently include a small map with Chinese restaurants nearby despite the absence of any location modifier such as “Chicago” or “Illinois” in the query. Yahoo!, unlike Bing and Google (who have had similar features for some time), does not use IP-based location, which ranges from fair to horrible in accuracy. Instead, Yahoo! assumes that the location provided in the user’s Yahoo! profile represents their current locality, which is an assumption that Google and Bing could have made, but decided against. The goal of Yahoo!’s decision is to provide extremely accurate local business information to a large portion of its users, rather than inaccurate results to everyone. SEO’s can use this to their advantage by making their location information available to Yahoo! and by targeting location-specific keywords. Doing so will potentially provide more qualified leads to the client.
Ad Interest Manager by Yahoo! Allows Users to Change Targeting Preferences(Paid Search)
Yahoo! has released its “Ad Interest Manager” which allows users to change their targeting settings to include or exclude various categories of advertisements, or even to completely opt out of targeting. This tool is very good news for online advertisers as it will presumably allow ads to be more accurately targeted with the intention of increasing click-through rate and conversion rates. Search engines have long made assumptions regarding user lifestyles and interests to target ads. Rarely though, does it put that power into the hands of the consumers, allowing them to describe their own preferences.
Yahoo! Partners with Facebook to Provide More Extensive Integration (Social Media)
Yahoo! and Facebook have decided to extend and expand their currently limited collaboration in 2010. We can expect integration of Yahoo! properties such as Yahoo! Mail, News, Answers and Sports among others. Furthermore, similar products like Flickr and Facebook photos and Facebook and Yahoo! statuses are expected to work together more seamlessly under this agreement. As social media becomes an increasingly more reputable and established marketing platform, we should expect significant growth in its ability to effectively reach target markets.
OTHER
MapQuest and CitySearch Partnering to Provide Local Listings (Search)
MapQuest, despite experiencing a recent decline in popularity, has announced a promising partnership with CitySearch. This joint venture aspires to improve the MapQuest user experience by including over 700,000 local listings with accompanying editorial content for Restaurants, Bars, Clubs, Stores, Hotels, etc. both on and around the map.
When an address is queried in MapQuest, you will soon find “What’s Nearby” links below the map. These links display the establishment on the map as well as various other details, such as hours of operation and parking information. Although convenient, this practice underscores the importance of SEOs working with clients to optimize locally. Doing so assures that the client’s Web presence goes beyond their Web page, reaching listings similar to CitySearch.
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