The most important search marketing news from August 2019. Read on to keep up-to-date with developments in our ever changing industry.
A recent Google My Business Insights Study carried out by BrightLocal has analysed the correlation between performance metrics such as website clicks, GMB views and calls to the quantities of images visible within a company’s Google My Business listing.
The study analysed over 45,000 businesses in 36 industries across four countries. The averages were calculated using the median business per data set, and it’s calculated per month.
The key findings when analysing average monthly customer actions by quantity of GMB images:
The key insights from an analysis on average monthly views on Search and Maps by number of GMB images:
The study also showed a correlation between a business having more than 100 images and the positive impact on generating a greater number of discovery searches and direct searches.
Recommendations on how to get more photos on your Google My Business profile:
The total number of people listening to podcasts is increasing, and it’s a very personable way to build a connection with your target audience(s).
The majority of us who work in digital marketing understand the increasing importance of including podcasts in our marketing plan. The total number of people listening to podcasts is increasing, and it’s a very personable way to build a connection with your target audience(s).
It’s also interesting to see that Google is now offering the option for searchers to play podcasts directly from the Google search results. Whilst they are also automatically transcribing podcast content, enabling them to searchable in Google Podcasts app.
Google will soon be displaying podcast content in search results that don’t specify the auxiliary keyword ‘podcast’.
Pandu Nayak, Google’s Vice President of Search, has announced that the company has launched an update to their search algorithms that aims to keep featured snippets fresh, relevant and timely.
Google’s announcement mentions that the updates will focus on understanding which information remains up-to-date and useful for the searcher. As part of this, featured snippets will evolve to display fresh content, more accurate information or references to recent recalls if applicable. They provided us with a specific example around school holidays as shown below.
Google has announced that they will be removing the Average Position metric as of the week commencing September 30th 2019.
The search giant has recommended to advertisers to use Search top impression rate and Search absolute top impression rate as a means of understanding the actual placement of their ads on page.
In August 2019, one of the Search Engine Journal’s most shared articles was “Why (& How) Topic Clusters Are Your Most Powerful SEO Weapon”, written by Manish Dudharejia.
The SEO community understand the potential power of executing a topic clustering content strategy, and this piece from Manish offers a useful overview of the methodology.
Below is an example diagram of topic clustering from Hubspot.