Each day Google makes many changes and updates to its different tools and it does a great job of announcing them through all its feeds, but it can be difficult to keep on top of what matters and what doesn't.
So on this page we'll be selective and update you on algorithm updates, new tools, policies and changes to Google Analytics we think anyone working in digital marketing or marketing needs to know about, even if they're not a search specialist. Hopefully SEO or Adwords specialists will find it useful too and can let us know what we're missing!
Importance: [rating=3]
Category: Search behaviour and Adwords targeting
Marketing implications: I've always wondered when Google would introduce mobile search volumes showing how many people are searching from their mobile phones since it will give us a much better idea of how important mobile marketing is - touted again as the next big thing for 2011.
This example shows it's quite significant for local search - there are around 3 million searching on terms related to London - which is about 10% of the desktop search volume. So new opportunities here to target searchers who are out and about or just browsing from home - the competition seems relatively low here.
Recommended link:Explanation of mobile keyword Tool
Importance: [rating=2]
Category: Adwords
Marketing implications: Many Adwords accounts we review for smaller companies don't have negative keywords setup at all. Negative keywords tell Google when NOT to display your ads if the searcher includes a term like "cheap or free" that shows they're likely not on the lookout for your products.
Recommended link:Adwords shared lists for negative keywords
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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