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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.

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. Referrer Data Google no longer passes referrer data on iOS6 mobile devices. Referrer data is the browser information given to a publisher about the last page you were on. In the case of search engines, this would include the words you used in your search. By default, the new iOS6 mobile operating system utilises https and so does not pass any referrer data to analytics packages resulting in [Not Provided] keyword traffic. 2. EMD algorithm update Google’s Head of Webspam announced the release of an exact match domain (EMD) algorithm update. EMDs are URLs that contain keywords that exactly match the search term used by the searcher. It was announced via Twitter on Friday that the “new exact-match domain (EMD) algo affects 0.6% of English-US queries to a noticeable degree. Unrelated to Panda/Penguin.” 3. Tag Manager tool On Monday, Google released a new tool that allows you to manage all of your website tags in one place, even allowing pages to be tagged dynamically. 4. Search Quality Guidelines The code of practice that sets out what Google considers to be good and what activity it considers bad enough to apply a penalty for has been updated: "This includes exchanging money for links, or posts that contain links; exchanging goods or services for links; or sending someone a 'free' product in exchange for them writing about it and including a link" Google goes on to stress the importance of working together with bloggers and the social community, saying that “creating good content pays off. Links are usually editorial votes given by choice, and the buzzing blogger community can be an excellent place to generate interest”. The amend is designed to prevent people from only gaining links by offering bloggers products in exchange. Offering products as part of a wider mix of initiatives within any SEO, PR or Social campaign is still a valid strategy to engage the online community and Epiphany's creative content process is an example of a best practise approach to this. Our strategy has evolved significantly in advance of announcements such as this one and the creative content process is completely designed around generating and earning links as oppose to buying them traditionally.

Paid search

1.  Shared Budgets Feature Google announced a new feature for AdWords which allows us to ensure budgets don’t run out across multiple campaigns within one account. This enables more effective campaign management, despite fluctuations. 2.  Improvements to impression share reporting AdWords are planning on providing more detailed insights through a series of improvements, including splitting search and display impression share out, hour of day segmentation and setting up automated rules. Historical IS data will only be available going back to October 2012. 3.  Enhanced Sitelinks Google are rolling out larger, more detailed sitelinks in all countries where AdWords is available. These will add two lines from one of your existing adverts to your sitelinks, making them much larger and more compelling. 4.  Proactive enforcement of Unique Sitelinks policy Indeed, this has always been official, but now it will be enforced more proactively. This will first apply to all new sitelinks, each will be have to be different otherwise they will likely be refused. It looks like it will spill over to existing sitelinks too at some point, so it would be a good idea to have a review of all of your sitelinks to ensure they comply.