Digital Marketing News Round Up: Matt Cutts on Advertorials, AdWords Bulk Uploads, SEOmoz Rebrand, Nutritional Information in Google and Structured Data Markup Tool
A plethora of Google-related items make up the majority of this week’s Digital Marketing News Round Up, with the latest from Matt Cutts as well as updates to tools and the search engine itself.
Matt Cutts on advertorials and webmaster guidelines
Coming off the back of the the latest video by Matt Cutts once again emphasises Google’s firm standpoint on paying for links, especially those within advertorials. However, while this should already be common knowledge, it seems that Cutts and his webspam team have still been encountering this type of link daily.
It is important to ensure that advertorials are clearly marked up if they are sponsored or paid for, and that any links within do not pass PageRank (in other words, links should be nofollow). This is crucial in instances where content is being given to third party sites for placement – clear guidance must be given to the publishers informing them what is needed in order to adhere to Google guidelines.
AdWords introduces bulk uploads
AdWords now allows users to make bulk uploads for ads and ad groups, meaning webmasters have the ability to make changes to ad creative, pause ad groups or change budgets within individual reports.
Google advises saving your original report before you get stuck in, however, as there is no way to revert back after you have uploaded changes.
This week saw the official announcement of SEOmoz’s rebrand by CEO and founder Rand Fishkin. Now known simply as Moz, this rebrand follows two years of transforming the company’s product offerings and services, something that Fishkin goes into in great detail in his blog post on the subject:
For the last two years, the 130+ Mozzers across product, engineering, marketing, and operations have been working to transform this company to the next stage of our evolution... Calling ourselves SEOmoz is no longer transparent and authentic. With products like Fresh Web Explorer, FollowerWonk, GetListed, and the beta of Moz Analytics (alongside the vast array of non-SEO content we publish), we're no longer purely an SEO software company. Pretending otherwise is disingenuous, and that violates our core values.
Fishkin also announced the beta launch of Moz Analytics, the company’s upgrade and eventual replacement for SEOmoz Pro.
Google adds nutritional information
Google has announced the rollout of nutritional information within its knowledge graph. This will be displayed in its search results pages and will be available for over 1,000 fruits, vegetables, meats and meals, including individual items such as apples and bananas as well as more complex dishes such as burritos and chow mein.
This change is likely to have an impact on food-based websites that may already be using nutritional information as part of their content strategies, as well as having potential ripple effects on the organic traffic levels of websites within the food sector. As Google will be displaying this information in its SERPs, it is possible web users will not want – or need – to head to other sources, or even click through to the site to find the information they require.
The new feature has also been developed with voice-activated search very much in mind. As such, any sites that have been receiving mobile traffic for nutritional information terms may see a noticeable change over the coming weeks and months.
Food sites will have to stay on their toes in order to keep up with this latest development – it could potentially have a pretty significant impact on the industry as a whole.
Google structured data markup tool
The introduction of the Google Structured Data Markup Helper, as it name suggests, gives webmasters an easier way of marking up their websites with structured data, which is important as it will give their sites the ability to have rich snippets displayed in SERPs.
Justin Boyan, product manager at Google, explains how the tool works in its announcement blog post, saying:
Like in Data Highlighter, you start by submitting a web page (URL or HTML source) and using your mouse to ‘tag' the key properties of the relevant data type. When you’re done, the Structured Data Markup Helper generates sample HTML code with microdata markup included. This code can be downloaded and used as a guide as you implement structured data on your website.
This potentially has quite big implications as clickthrough rates can be greatly improved with the inclusion of rich snippets data.
Come back again next Monday for more digital marketing news!
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