Welcome to ‘What Happened in Search’.
Packed full of the week’s search marketing news each Friday, this week features our multi-channel attribution modelling report, Google’s location-aware search and WWDC 2015.
ADDMUSTARD REPORTS: MULTI-CHANNEL ATTRIBUTION
addmustard has published its report on multi-channel attribution modelling.
As the digital marketing world continues to advance, marketers are presented with a wide variety of channels from which they can increase brand visibility, drive sales and promote their campaigns.
Due to this multi-channel approach, analysis becomes complicated as the majority of marketers attribute credit solely to the last interaction or click in the sales process. In most cases, this is not a true reflection of the value each channel has delivered.
addmustard’s report highlights the importance of multi-channel attribution and aims to provide a concise guide to the models available.
VIDEO: WWDC 2015
If there’s one reveal people were hoping for at WWDC, it was Apple’s music service. On this count, Tim Cook delivered, promising to “change the way that you experience music forever” with a new streaming platform.
The news followed two hours of low-key but fairly solid tweaks to Apple’s software products, from new versions of OS X and iOS to updates of its car, home, and watch software.
Google’s new “location-aware” search can give information about businesses, landmarks and buildings nearby, even if the user doesn’t know the exact name.
Google demonstrated the feature at Search Engine Land’s SMX Paris search marketing event yesterday. It’s relatively new, having been released several weeks ago both for Android and for those using the Google Search App on iOS.
iOS 9 DEEP LINKING
At Apple’s WWDC, many search related features were announced, but the new and improved iOS 9 method for App Deep Linking was also touched upon.
Deep linking is a method of communicating what content can be found within apps and a way to specifically trigger links and actions to specific pages. Unlike with Google’s App Indexing protocol, there is no need for a web version counterpart.
HAVING A LAUGH: THE MAN WHO OUT-GOOGLED GOOGLE
This week, news reached Search Engine Watch that an Egyptian repairman had outranked Google for its own name, on its own site.
Read about him here.
Google is testing a new display format for images in mobile search results. This new interface is similar to the images tested in December 2014, but now the images look slightly larger and are placed on the left side of the snippet.
The example shows an image displaying the title, URL and in the snippet area, the description on the right and the image on the left.