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GOOGLE EMD UPDATE

In late September 2012, Google’s main man when it comes to fighting spam, Matt Cutts, announced that there will soon follow a change in the engine’s search algorithm, which would affect roughly 0.6 per cent of all English-US searches through Google. While Cutts was specific about this change not being related in any way to either Panda or Penguin, this does not mean it is less important or likely to affect web-browsing companies, SEO strategies and the general outlook on online advertising and marketing. How so? For one thing, it is worth noting that Cutts is the same man who openly declared war on irrelevant exact-match-domains several years ago. This announced algorithm change targets that very same glitch in Google’s increasingly powerful matrix. Specifically, the change will do away with websites whose domain names match the search term, but can easily be classified as ‘spammy’.

Of course, numerous voices across the industry, as well as from the ranks of those who are in the business of online marketing, were quick to call out in panic. What about relevant EMDs? Will their search ranking be affected to? Judging from the way this first batch of the EMD update rolled out through the first half of October, the answer is no. Not only did Google leave important domains such as cars.com untouched and where they should belong, but it also continued to allow websites whose domain names contain the term ‘Google’, based on the fact that they do provide information about Google.

You are probably wondering whether or not this latest update will affect you. Of course, there is no singular or simple answer to this question, but a reasonable attempt would involve you objectively assessing the content of your website. Is it relevant, in the sense of being connected to the domain name? If so, you can rest relatively at ease – although you never can really tell what the next update will bring about (or the one after that and after that and so on), Google says it’s specifically trying to protect good quality websites. Also, you might even stand to benefit from this update.

Say, for instance, that you are promoting your brand through a website, as well as an affiliate management system, which is responsible for the dissemination of info and imagery related to your brand across various online media (Social Media platforms, YouTube, etc.). One way in which you stand to benefit from the recent EMD update, as well as from all those that are sure to follow it from now on, is in the scenario in which a competing company and/or brand decides to steal your brand name and target your market niche through Google queries. Of course, there are legal means for you to attack such backhanded attempts at competing, but Google will also help you out, since it will weed out domains whose names match the exact query terms, yet provide no actual relevant content related to that particular search read this.

Read more at Business2Community

PAID SEARCH STUDY: YAHOO/BING’S CLICK SHARE GROWS, BUT GOOGLE STILL TOPS

In the third quarter of 2012, click share on the Yahoo Bing Network rose to 21.3%, the fourth quarter in a row the network has posted gains. Google dropped to 78.7% in share, though based on click traffic, Google still outpaced YBN.

These are stats from the Search Agency’s State of Paid Search report for the third quarter. Here’s a look at click share over time:

As you can see, YBN’s share has consistently grown, while Google’s has dropped. But the chart doesn’t reflect the fact that the total number of paid clicks has increased. From the report:

Across all search engines, Q3 2012 click traffic increased 27% YoY. Q3 shows little growth over Q2 with a modest 2.5% increase in click traffic.

In other words, the “pie” of paid search traffic got larger, so even if Google’s “slice” is smaller than in past quarters, it comes from a larger pie and therefore may still have growth. In fact, the report says that according to another metric, “click traffic,” Google is outpacing YBN:

Consistent with previous trends, Google’s YoY click traffic outranked Bing for Q3 2012—Google saw a 28.8% growth, while Bing saw a 21.7% growth in click traffic

The positive news from The Search Agencies jibes with other positive Q3 data about the Yahoo Bing network released by the biggest players in the industry.

Kenshoo, for example, found that ad spend on the Yahoo/Bing Network (YBN) was up 10% in Q3 as compared to Q2, while Google ad spend was only up 7% in the same period. Covario also found a rise in Yahoo/Bing spending, but only of 5%, with Google experiencing a quarter-over-quarter gain of 8%.

Marin Software looked at the third quarter compared to the year before and found that advertisers on Bing saw a 9% higher click volume. In the same year-over-year comparison, Rimm-Kaufman Group (RKG) found ad spend rising 26% on Bing, with ad clicks growing 14% and CPCs up 10%.

Bing Trends Data via RKG
“Over the last quarter we’ve seen higher quality traffic on Yahoo/Bing, driving advertisers to invest more in the growing search engine,” said Keith Wilson, vice president of AgencyProducts at The Search Agency.

Kenshoo has found Yahoo/Bing metrics steadily increasing over the past six quarters, except Q1 of 2012 when CTR was flat. Six quarters ago, notes the company’s report, there was little significant difference between Yahoo/Bing and Google when it came to CTR and CPC, but now Yahoo/Bing CTR is 29% higher than Google, and CPC on YBN is 46% higher than Google.

 

DIGITAL MARKETING MADE (MUCH) EASIER: INTRODUCING GOOGLE TAG MANAGER

Over the past few years, we’ve seen massive improvements in digital marketing sophistication and capabilities. Today there’s a rich suite of tools allowing marketers to gain better insights, reach audiences in new ways, and develop improved marketing campaigns so users have better web experiences. Yet many modern marketing tools—like web analytics, conversion tracking, remarketing, and more—depend on adding “tags” to your website.

Website tags help enable today’s sophisticated digital marketing technologies
Tags are tiny bits of website code that can help provide useful insights, but they can also cause challenges. Too many tags can make sites slow and clunky; incorrectly applied tags can distort your measurement; and it can be time-consuming for the IT department or webmaster team to add new tags—leading to lost time, lost data, and lost conversions.

We’ve been hard at work to help take the pain out of tagging for everyone. That’s why today, we’re announcing our first release of Google Tag Manager. We’re launching globally in English, and the product will soon be available in many other languages.

Google Tag Manager is a free tool that consolidates your website tags with a single snippet of code and lets you manage everything from a web interface. You can add and update your own tags, with just a few clicks, whenever you want, without bugging the IT folks or rewriting site code. It gives marketers greater flexibility, and lets webmasters focus on other important tasks. Take a quick look at how easy it is to set up an account and manage your tags:

Google Tag Manager is built to handle your tagging needs, and it works with Google and non-Google website tags.

83% OF MARKETERS USE SOCIAL MEDIA TO CREATE COMPANY AND BRAND AWARENESS

83% OF MARKETERS USE SOCIAL MEDIA TO CREATE COMPANY AND BRAND AWARENESS

Over three-fifths (64 per cent) of marketers use some form of social media to promote their companies, according to a YouGov survey by Eloqua, with 83 per cent saying a main reason for doing so is to create company and brand awareness.

However, the research found that only 22 per cent say that social media is used to capture information on leads.

It was discovered that only 35 per cent incorporate social into their demand generation activities, with 43 per cent admitting to having no strategy in place for integrating social and 33 per cent saying they are unsure of when they will incorporate social into their demand generation campaigns.

Heidi Melin, CMO at Eloqua, said: “A lack of clear strategy around social and demand generation is holding companies back.

“Marketers still feel the pressure to ‘go social’ and improve awareness across social channels but for those involved in lead generation, integrating social throughout the process remains somewhat of a mystery. While UK marketers may be missing an opportunity today, the good news is that there are now tools and technologies available to help them socially engage with prospects at each step of the buyer’s journey.”

Read more at The Drum

HURRICANE SANDY BECOMES BEST DOCUMENTED STORM EVER ON BOTH TRADITIONAL AND SOCIAL MEDIA

Hurricane Sandy’s destructive foray across the eastern seaboard of the United States has seen an unprecedented burst of activity on social media channels as people clamour for the latest news and info on the ‘Frankenstorm’.

On Twitter the #Sandy and #hurricanesandy hashtags are trending in the UK with the likes of CNN and the BBC providing rolling updates. News International has even suspended their paywall for weather related content according to Katie Couric @katiecouric, who tweeted: “Both @NYTimes & @WSJ suspending paywalls today so u can check their sites for #Sandy updates even if u don’t have dig subscription. #nice!”

To better manage this influx of data the micro blogging service has launched a special blog page to direct tweeters to official government and emergency services accounts. The service is also instructing users on how to receive tweets via SMS for those battling power outages.

At Instagram meanwhile a purported ten photos per second are being posted via the image sharing service with an incredible 285,000 photos tagged #sandy and a further 172,000 snaps tagged #hurricanesandy.

Facebook has become a vital lifeline for friends and families to stay in touch and share tips for coping with blackouts and the suspension of essential services with the top 10 most mentioned phrases all referencing the storm in some way; from ‘Sandy’, ‘Hurricane Sandy’ and ‘Hurricane’, to ‘stay safe’, ‘be safe’, ‘power’, ‘cold’, ‘friends’ and ‘prayers’.

Indeed Facebook’s ‘talk meter’, a gauge of the popularity of particular topics, has given the storm a rating of 7.12 out of ten, ahead of even the San Francisco Giants World Series win on Sunday which garnered a score of just 6.71.

All this means that the hurricane is likely to be the best documented in history with thousands of eyewitness testimonies, images and footage being transmitted around the globe.

MEDIA WAYPOINT TURNS UP THE HEAT ONLINE FOR NOBEL FIRE SYSTEMS

With heritage that dates back over 100 years, Nobel Fire Systems leads the market in active fire suppression technology, providing cost-effective, bespoke systems worldwide. Customers include Jamie Oliver Restaurants Pilkington PLCKellogg’s and The Shard; to name-drop but a few!

We are delighted to announce that Nobel have chosen Media Waypoint to manage their online marketing; from search marketing strategies through to website conversion testing.

Ben Parker, Commercial Director, said: “Having a strong online marketing strategy is essential to the continued growth of Nobel, helping us reach new customers and building on our strong reputation in this sector. Following a thorough evaluation of a number of online marketing agencies, we didn’t hesitate in choosing Media Waypoint who demonstrated clear strategic thinking and immediately got to grips with our requirements”.

Over the coming months, we look forward to working closely with Ben and his team to establish Nobel’s online marketing objectives and learn everything there is to know about the fire suppression industry. It’s always a pleasure to work with a market leader and working with Nobel will be no exception.

www.nobel-fire-systems.com

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