Welcome to ‘What Happened in Search’.
Packed full of the week’s search marketing news each Friday, this week we’re talking about Google’s Panda update, Pinterest shoppers and Search Engine Land’s SEO Periodic Table.
At SMX Advanced this week, Google’s Gary Illyes announced that the next Panda update will happen in the next two to four weeks. Illyes referred to it multiple times as a data refresh, not an algorithmic change.
addmustard’s expert opinion comes from Joseph Patterson, who said, “Google’s Panda update is a filter that demotes low quality sites. Past Panda updates have seen major changes in the SERPs, however it appears 4.2 will be a data/recovery update – so there is the possibility that sites affected in September ’14 may see a recovery. I’m sure there will be plenty of webmasters with fingers crossed”.
There is plenty of talk to suggest that Pinterest isn’t the platform of choice for marketers – as of December last year it wasn’t even included in the top 10 global social networks, and advertising innovation on the channel has lagged behind others.
Pinterest teamed up with Shopify to demonstrate its value: It’s one of the top 5 channels driving traffic, and its users spend more per order than those from other channels.
Search Engine Land has published the latest version of its ‘Periodic Table of SEO Factors’, the third since its launch in 2011. The table aims to highlight the key ranking factors within Google’s algorithm, as well as guiding and advising both novice and experienced publishers.
New factors in the updated version include Vertical Search, Direct Answers and HTTPS.
Instagram is making it easier for businesses of all sizes to buy ads on the app and to target their audiences.
The site will allow advertisers to reach users based on demographics and interests and is also making its advertising available through an Instagram Ads API and Facebook ad buying interfaces. Users will be given greater control in being able to choose which ads they would like to see.
Mobile penetration is higher in the UK than it is in broader Europe and the US, and 3 out of 4 UK travellers owns a PC, tablet and smartphone. This means that UK marketers need to learn how travel consumers are using their devices and what the touch points are.
Expedia Media Solutions commissioned comScore to survey UK residents who have made an online purchase in the last six months, resulting in its report, ‘UK Travel Decisions in a Multiscreen World’.
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