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Epiphany’s digest of the changes in search marketing this week.

The author

Andy Heaps

Group Operations Director

Here's our weekly update on the important changes in the fast moving world of organic search and PPC for our clients and regular visitors to our blog.

Organic search

1. Panda 20 Algorithm update Google has confirmed that it issued the 20th update to their Panda algorithm towards the end of September. It is estimated to affect 2.4% of English search queries - making it one of the biggest to date. 2. Rich Snippets Guidelines Altered The guidelines for Rich Snippets have been amended to state that Google will take action on any Rich Snippet use that is spammy, misleading or incorrect. 3. Penguin 3 Algorithm Update A few days after Panda, Penguin was also refreshed for the 3rd time. Announced on Twitter by Matt Cutts, Penguin 3 affected 0.3% of English search queries by attacking spammy and manipulative links. 4. Page Layout Algorithm Update Also announced on Twitter by Cutts, an update to Google’s Page Layout algorithm was set live on Tuesday. The update effected 0.7% of English search queries and is aimed to mainly tackle sites with thin content who take advantage of large amounts of on-page advertising.

Paid Search

1. Adwords Seller Ratings Google are tightening up their rules on Adwords Seller Ratings in the search results. Where you previously needed 30 reviews 'ever', you must now have received them in the last 12 months. 2. Google Credit Cards Google are releasing a credit card for advertisers, that can only be used on Adwords. It has a typical APR of 11.9%, and is intended "to make it easier for small businesses to pay for their AdWords campaigns and track their spending". 3. Remarketing within AdWords Google has made it easier to implement remarketing campaigns within AdWords. Instead of putting a separate remarketing tag on every page that you want to create a list for, you can place a single piece of code on every page (much like the Google analytics code), creating custom lists  based upon keywords within the URL. 4. Rotation Options An update on ad rotation options  - you are now able to opt out of Google's rotate evenly for 90 days setting and have your adverts rotate indefinitely instead. This is something Google changed a few months back, but it has proved unpopular with advertisers so has now been scrapped, reverting to the old settings.