Industry Update: The Most Important SEO & PPC News from August, 2020

Industry Update: The Most Important SEO & PPC News from August, 2020

Microsoft Advertising Editor Recommendations

Similar to Google Ad’s recommendations, Microsoft Advertising Editor has launched its own recommendations feature. This feature allows advertisers to receive AI-powered recommendations like bid optimizations, new keywords, and fixes such as missing ads or keywords.

When reviewing the AI-powered recommendations, you are able to implement them directly from the Microsoft Advertising Editor’s error pane or you may review recommendations and their estimated impact before applying them.

You may not be interested in this feature if you are a do-it-yourself person, but remember you don’t have to implement these recommendations through the recommendation itself. See an idea you like, but don’t trust or don’t want the whole recommendation implemented? Take the idea and implement it to the extent you think is right through the interface or editor. It may not be an end-all, but recommendations will definitely expand your thinking and understanding of your account.

Google Optimize & Hotjar Join Forces

Google Optimize, the landing page testing tool, and Hotjar, the UX heat mapping and behavior tool, teamed up to allow marketers to test and develop pages with ease. By tying the two together, you can more efficiently decide what to test as well as analyze how users interact with the test once it is set up.

By integrating the two, Hotjar will find the Optimize experiments effectively and allow you to filter and see the heatmaps and screen recording of each separate variant.

Example of Use

Your want to test the effectiveness of a button in multiple spots. While you can see the variant result on Google Optimize, Hotjar allows you to see more detail about how the results work through heat mapping and recordings. You can make a myriad of tests and watch users navigate those pages. The info you get in return is limitless: testing whether a button is too small, a color doesn’t appear well or an image is incorrectly sized. Using these two powerful tools together will not only save you time but many headaches.

Apple Could have its Own Search Engine Soon

There has been recent evidence that Apple is creating its own search engine to take on Google. Google is synonymous and inseparable with search, and Apple’s efforts could create some healthy and refreshing competition in the SERPs that shake up the SEO world. 

There have been rumblings for years that the Apple behemoth might make a concentrated effort to better monitor and control their users’ experience, including an on-device search engine. Apple’s web browser, Safari, has the highest percentage of market share for mobile, with Google’s Chrome in second place. That puts them at a prime jumping-off point to begin to redirect their audience to their own platform.

Greg Sterling at SearchEngineLand wrote that the first step toward this success is a “potentially more integrated experience where Siri results, Spotlight Search and the Safari browser” combine forces to become a federated search system for the Apple user. Hearing that Apple is updating its webcrawler search documentation with new and improved rank factors is an exciting concept for those bored of the Google Doodle. Beyond what will surely be the SEO version of, “Are you a Mac or a PC?”, search engine analysts will need to consider Apple’s audience preferences and reach for a whole new version of search.

Every week, the digital marketing analysts at Rocket Clicks round up the most interesting, exhilarating and dare we say controversial news to share with the team. We’ve collected the most notable digital marketing news stories from the month of August to share with you here. Contributors to this post include PPC Analyst Pete Von Rueden, PPC Analyst Mitch Milaitis and SEO Analyst Emily Gierlich. 

This Post Has One Comment

  1. Drew J.

    So glad Industry Update is back!

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