Welcome to this week’s Lab Weekly. Today, we have information on Google algorithms in a general chapter on what our company specialises in. We also have chapters on Facebook and Google Adwords so you can stay up to date with news in those areas.

Google Algorithms

A strong article this week by Jill Kocher on SEO and ‘How Google Decides If Consumers Can Trust You’. She highlighted five key areas:

  • Friendship signals
  • Reputation signals
  • Authority signals
  • Legitimacy signals
  • Trust and Ecommerce

Untimely, the message from this article goes to the heart of how SEO has changed and is now far more in line with marketing as a whole in terms of approach. The signals outlined above sum up what it is we invest in as people. It is all about human interaction. Digital marketing now mimics the strengths of word of mouth and helps businesses promote their reputation, authority in an industry or sector, trust worthiness and level of quality to a wider audience. Those elements have to exist on your pages just as they have to exist in your company ethos offline for your message to resonate with its audience.

Jill Kocher confirms again that personality and a human core to your site and content is essential in sending Google the right signals. What those five strands are tapping into is:

  • Are your marketing techniques friendly and orientated around building relationships based on the sustainable values of friendship?
  • Do you have an impeccable reputation in terms of your digital footprint and customer service?
  • Are you an authority on your subject matter, industry, product range?
  • Are you open and transparent in terms of clear contact details, phone number address, shipping information, returns and exchange policy?
  • Are you trustworthy in that you give value to your clients/customers and provide rich content to non-clients/customers?

These are the five areas that Google’s algorithms are becoming increasingly tuned into so the sooner you align offline sentiments/principles with online practices the stronger your site will be moving forwards. To read Kocher’s full article go to: http://www.practicalecommerce.com/articles/80448-SEO-How-Google-Decides-If-Consumers-Can-Trust-You

 

Facebook

Facebook is on with helping publishers improve the hosting of their content on mobiles. Facebook’s chief product officer Chris Cox said that the company is in early discussions with publishers and insists that Facebook wants to be a partner as opposed to a conqueror (Source).

Facebook is suggesting that they can do a better job serving content on mobile phones. Chief product officer Cox said:  “Reading news on a smartphone is still a really bad experience most of the time…It’s slow, especially in the developing world, where it can take 30 or 45 seconds for a piece of content to load.

“We want to try and make that a better experience for publishers.”

These are early days. How that content would be displayed is still up for debate. Facebook is reaching out to weary publishers who are wondering what Facebook’s motives are and if they could give up control over their content.

This is an interesting are of development and some sites will certainly envisage Facebook reaching such a size and level of power that they are literally able to swallow sites whole by making them obsolete. Cox was reassuring publishers saying that they are not trying to devour and suck in the Internet. On the contrary, Facebook insist that they are trying to provide better publishing tools and enhance the experience across the board. (Source)

Mobile is certainly an area that is attracting consistent development and that is no surprise. The mobile is where users are flocking as we have mentioned in previous blogs. The evolution of mobile has been a phenomenon since its creation:

“Discussing the evolution of mobile at SES London, Carrington opened his presentation with a slide showing how long it took various mediums to reach 1 billion users. Radio and TV both took approximately 70 years, while computers took 32. By comparison, smartphones only took five years.” (Source)

services-img21

AdWords

Google have created a new page that acts as a release notes document for showing advertisers the latest updates and feature releases to Google AdWords.

Google have realised that in order for advertisers to stay on top of all of Google AdWords latest features and updates they needed one page to reflect all the changes in chronological order. Google have created a new web page showing all the latest updates month by month so you now have a far simpler interface with AdWords for keeping appraised of developments! Hoorah!

We often joke about how quickly AdWords changes. It is a fast paced platform and it is very easy for anyone to become quickly overwhelmed with the weekly updates and news announcements. They are supposed to improve user experience but sometimes it can seem like the user is being inundated with small changes that take time to adapt to.

Flat vector illustration of web analytics information and development website statistic

The new page can be accessed here.

Here are the updates for February 2015:

2/17/2015 – Flash ads will be automatically converted to HTML5 ads on the Google Display Network.

2/11/2015 – Account settings update The latest AdWords Editor release includes fixes for better performance.

2/9/2015 – New feature update Manage landing page and tracking URLs separately for ads using upgraded URLs.

When possible, Google links the one line update to either a help document or blog post containing more details about the change.

 

We hope you found Lab Weekly useful and if you have any questions at all on digital marketing do not hesitate in getting in touch with them.