30 Days In Search: SEO & SEM News-Recap of November 2019
2019 is slowly coming to an end - but the updates won’t stop. November marked another month full of new features, reports, changes, and improvements. If you had no time to catch up yet (cause of the Black Friday madness - we know), we’ve got you covered in our SEO & SEM November news recap.
Two New Reports On Search Console: Page Speed and Product Rich Results
November 4, 2019
Google has finally added the Page Speed report to Search Console and made it publicly available, after months of testing. (Back in May 2019, Google already started testing the Page Speed report on Search Console). With the new Page Speed report you can now see the speed performances of your site directly from Search Console, and understand which URLs are performing “fast”, “moderate”, and “slow” in terms of speed. Within the report, you can find the causes of the performances and learn how you can optimize your pages to solve the issues.
You’ll find the new speed report under the ‘enhancement’ section on Google Search Console. You get both insights on mobile and desktop speed; and by clicking “open report” on the right side, you will dive deeper into the pages to learn more about the performances. (On Search Console the report still shows as “experimental”, meaning: “it’ll be revised and improved upon over time”).
(For more detailed information on how to read the Page Speed report, check our blog post (> section 14).: https://kubix.digital/blog/org..)
November 20, 2019
The second report Google Search Console has added in November is the report on Product Rich Results; from now on, you can see how your product results are performing on Google Search. The number of impressions, clicks, CTR, and the average position are the metrics you can track over a given period, can be further segmented by device, geography, and queries.
If your website is eligible to show up for product results, you can find the new report under the ‘search appearance’ tab, in the ‘performance section’.
YouTube Ads & Ad Extensions Updates
November 5, 2019
The popular ad extensions for search ads are now also coming to YouTube Ads. The new YouTube ad extensions include location extensions, lead form extensions, and other calls-to-action, and will be shown directly under your YouTube video ad. (With sitelinks currently in beta-testing).
At the moment you can set up the call-to-action extensions for TrueView in-stream and non-skippable video ads - later on this year, also for bumper ads. The YouTube ad extensions can be set up via Google Ads, in the extensions tab.
November 6, 2019
Google’s shopping ads are displaying on YouTube! On the YouTube home-feed and on the YouTube search results, you’ll now see shopping ads popping up. By showing the shopping ads on YouTube, Google wants to make “YouTube more shoppable” and extend the reach of your shopping campaigns.
If you're already using Shopping Campaigns and you are opted-into YouTube on Display Network, your shopping ads are eligible to show up on YouTube.
Google November 2019 Update
November 7, 2019
As of the last 4 updates, Google informed the community that an update was underway. However, the November update came as a surprise. About that, Google shares the following: “Some have asked if we had an update to Google Search last week. We did, actually several updates, just as we have several updates in any given week on a regular basis. (...). If we don’t share about them, there is no particular actionable guidance to follow nor changes to make other than to keep focused on great content as we’ve advised generally”.
Especially the websites belonging to the travel, food/recipe, and health sectors said to be affected by the update, seeing a drop in traffic and rankings. (Note: when there is an update, Google never targets a specific industry).
Almost a month later (yesterday, December 3rd), Google finally confirmed the update; calling it the ‘November 2019 Local Search Update’. What actually happened, was that neural matching was added to local queries, meaning Google now “can do a better job going beyond the exact words in business name or description to understand conceptually how it might be related to the words searchers use and their intents”.
Google Adds ‘Combined Audiences’ Targeting Option For Search Campaigns
November 16, 2019
By using the ‘OR’ and ‘NOT’ directives, you are able to target multiple audiences (OR) and exclude certain audiences (NOT) to your campaign. But now, Google has also added a third option: ‘AND’.
With the ‘AND’ directive, you can specify that your ads only show “to users who are in two or more specific audiences”; with the ‘AND’ directive, you can combine audiences. For search campaigns, this would mean that when users meet both audience criteria and search on specific campaign keywords, only then they would see the ad. This also means that you can show special messages to certain audiences. The audiences you can layer include in-market, affinity, demographic, and remarketing.
“For example, let’s say you are targeting your ad to outdoor enthusiasts (affinity audience) or people looking to buy a car (in-market audience). With combined audiences, you can now intersect the affinity audience with in-market audience and target the ad for your SUV to outdoor enthusiasts who are also looking to buy a car. Without combined audiences, you would also show your ad to people who are outdoor enthusiasts and not in-market for a car or people who are in-market for a car and don’t like the outdoors”.
November was a busy month full of interesting events and conferences. We’ve picked our 3 favorites for you: SMXL Milan, SMX East, and SEOkomm.
With three days full of SEO, SEM, search, and social media sessions and workshops brought to you by experts, SMXL Milan is Italy’s “must-attend” digital marketing conference. With the first day reserved for workshops, more than 50 speakers joined the stages on the second and third day - leaving the attendees fully motivated to bring their marketing to the next level. (Mark your agenda. The dates for 2020 are already announced: 10, 11 and 12 November).
Brought to you by Search Engine Land, SMX East is designed by search marketers, for search marketers. The ‘all-you-can-learn’ conference takes place yearly in New York City and focuses on everything you need to know about SEO and SEM, to stay ahead of the competition. (Mark your agenda. The dates for 2020 are already announced: 11 and 12 November).
SEOkomm is Austria’s first and largest search engine optimization conference, standing strong since 2010. Whether you’re an SEO expert, web marketing professional, or a content writer, SEOkomm covers content that can be applied right away. (Mark your agenda. The date for 2020 is already announced: 20 November).
Editor’s Choice: SEMrush Webinar & Blog Hub
Besides their awesome tool, they post killer marketing blogs and webinar recordings - and that (almost) day-in, day-out. This months editor’s choice therefore goes to SEMrush; being an inspirational knowledge hub to us digital marketers.
News From The Kubixers
Though the year is coming to an end, we remain unstoppable! Our past four weeks have been busy and hectic, but we’re ready for the last four. Bring it on.
- [WEBINAR] At the beginning of November, Pinar was invited by SEMrush to participate in one of their webinars. In “The Smart Answer To Smart Shopping” webinar, Pinar answered questions related to Google’s smart shopping campaigns, and how she managed to achieve successes with smart shopping campaigns, for our client Mavi. (Watch the webinar back: https://www.semrush.com/webina...).
- [QUIZ] The way you behave at work. The way you excel in certain skills more than in other things. The way you treat your co-workers. Is it all written in the stars? After our Digital Marketing Astrology predictions, we’re curious if we can guess what your zodiac sign is based on who you are as a digital marketer. Or maybe: can we help you figure out what your real digital marketing zodiac sign is? Take the quiz and find out (and let us know, too)!
- [CASE STUDY] By using a combination of local SEO, Google My Business optimization, and the new Local Ads on Google, we’ve managed to not only increase the number of online conversions but also brought in a huge amount of dealership visits for KIA Turkey. You’ll read how we improved KIA’s local visibility, in our case study.
- [BLOG] It’s time to introduce another wonderful Kubix team member of ours: Kubixer Safak. Find out what nerdy things he likes to do in his spare time, what he’d sing on karaoke night, how a perfect day would look like, what (super) naught things he did as a kid, and more.
- [CASE STUDY] We were very excited when The London School of English - UKs leading English language school - approached us with the question if we could help them to increase online leads and sales for their language courses worldwide. In our case study we’ll tell how we met and exceeded their expectations.
- [PODCAST] The YouTube SEO mini-podcast-series continues. With your YouTube channel being the place where people subscribe to watch your videos, you have to make sure it’s in perfect condition. In the second episode of our YouTube SEO series, we’ll explain how to optimize your YouTube Channel to get more traffic.
- [BLOG] Local SEO still is an important topic - after all, you want to be the one showing up when your users need you the most. But just like regular SEO, local SEO takes time to get results. Google Ads’ local campaigns can help you to get high visibility early on. In SEMrush’ blog post on Integrating PPC & SEO, Halide explains the strategy she used for KIA.
- [NEWS] Yes yes yes; goodbye 2 hour time difference! Our Berlin team and Istanbul team reunited in “warm” Istanbul for a couple of days. We enjoyed each other's company, went on client meetings together, made delicious pizzas (next to being Europe’s “Best Small Integrated Search Agency” of the year, we’re now also known as “Istanbul’s Best Pizza Bakers” of 2019 - check our gold medals + happiness), and Santa came early this year.
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