Keeping up with all things Google never comes easily - with new features continuously rolling out, updates to how the algorithm works (I once heard this described as like a credit score - it's invisible, it really matters, and only Google understands how it works), and changes in what people are searching for the most - it's practically a part-time job. Or at least a few Google searches away.
I've narrowed down three of the really important things you should know about.
Google is Cracking Down on Offensive and Annoying Ads
You might have heard of the Coalition for Better Ads, which includes Google, Facebook, News Corp, and The Washington Post as members - they are helping implement new global standards for online advertising that address consumer expectations.
Why? Crappy ads are not only intrusive and offensive, but they slow down the web as a whole and drive consumers to install blockers that block all ads. This might sound good - but keep in mind that most of your favourite websites actually rely on monetized ads in order to stay afloat. The web is a business like any other, and we need to find a way to support a sustainable and enjoyable ad model for both publishers and consumers.
On June 1, Google announced it would take new steps to crack down on websites that feature intrusive ads. There are new standards in place, and once publishers modify their ads to meet them, they can then use Google’s Ad Experience Report to ensure their ads are not in violation of these.
At this point, we don't know exactly what the penalty will be for those in violation. The released official statement doesn't make mention to SEO, but we all know this is how Google tends to punish those who don't comply with their standards.
In the meantime, I suggest checking out Google’s criteria for what constitutes a “bad ad” on its DoubleClick blog.
Google Will Stop Scanning Your Email Inbox for their Ads
On June 23rd, Google announced that free Gmail users would no longer be subject to email scanning for ad personalization.
As a marketer, I personally enjoy being advertised to (weird, right?) but if you want to, you can go into your Google settings and disable this function at myaccount.google.com.
Businesses Can Now Publish Content Through “Google My Business” Posts
Here's your way to share business-specific content that can appear directly in search and map results!
Google says this give businesses the ability to:
-share daily specials or current promotions that encourage new and existing customers to take advantage of your offers.
-promote events and tell customers about upcoming happenings at your location.
showcase your top products and highlight new arrivals.
-choose one of the available options to connect with your customers directly from your -Google listing: give them a one-click path to make a reservation, sign up for a newsletter, learn more about latest offers, or even buy a specific product from your website.
Algorithm Updates - Find Your Next Job on Google
Looking for a job? Just Google it! Well, if you live in the States anyways.
In May, we heard whispers that Google was planning to add more featured snippets - like job listings right on the search results page. Those rumours were confirmed at Google I/O 2017, and on June 20, Google for Jobs officially launched in the U.S.
The new feature is developed to sort and organize job listings from employment sites including LinkedIn, Monster, and Glassdoor. Now you've got one streamlined place to search and AI technology on your side! For some of the jobs, you'll even be able to see reviews and ratings of the employer from trusted sites, and for some jobs you’ll even see how long it would take to commute to the job from home. As the algorithm improves, the feature will be able to produce more relevant job results, too.
This isn’t Google’s first rodeo in the world of hiring - unveiled just last spring, was Google Hire -the company’s new platform for helping employers manage recruiting processes.
Watch out job listing sites - Google is taking over.
That's it for now
You can always count on your marketing geek to watch all things Google - and inform you of any news, updates, or hot marketing trends that can help you and your business.
What are your thoughts about these new updates? Let us know in the comments!