What’s new in Search - 4th March 2016

Enjoy Digital
By Enjoy Digital
5 minutes to read

Welcome to our weekly round-up! Every week we discuss what’s been happening in the integrated world of social, content marketing, PR, PPC and SEO

Organic Search

Alex discusses the latest changes in Search

In the latest news from Google, we’ve heard that they are now working on conversational search. This means that voice search can go further and would allow users to buy or locate products just by talking to their devices. This is an exciting new feature that hopefully isn’t too far away.

The next article I read came from Search Engine Watch. This discusses the fact that the keyword planner is becoming less and less reliable due to broader keywords no longer providing detailed enough results for users. Longer search queries are now becoming the norm and are an increasingly popular way to an answer a searcher’s query.

Overall, the article talks about optimising for terms that are related to the theme of your site, keywords that are targeting the overall searcher’s intent, and providing them with information that they might need.

In addition to the above, this week I also noticed a new feature within Google. They seem to be providing instant answers for your queries in the URL bar.

So far it has only answered very random questions such as “how old is Adele” and “where are Disclosure from”. However, it seems that it is currently being tested as there have been different examples of the text appearing in both red and black fonts.

Paid Search

Giada takes on the big news in PPC this week:

New Version of AdWords Editor available

The latest update, version 11.3, now supports callout extensions, HTML 5 adverts and video campaigns.

You can download it here

AdRoll has released a new product, SendRoll, for personalised e-mail retargeting:

SendRoll creates e-mails tailored to users, based on their browsing behaviours on your site e.g. products they viewed or put in their cart.

Find out more about how it works and how to set it up here.

Bing Native Ads soon to be available to all advertisers:

Currently only in Beta for US advertisers, Bing Native ads appear within content on MSN.com.

So far they have performed well, generating higher than average CTRs compared to display ads, thanks to a more engaged audience. Read more here.

PR

Chuffing great! Kathryn discusses how brands can turn bad PR into good PR:

When Virgin Trains funded the restoration of the Flying Scotsman, which recently travelled for the first time in ten years, no-one could have anticipated the kind of PR coverage this journey would generate.

One trainspotter didn’t get quite what he bargained for, when his plans were derailed after he travelled 50 miles just to see the Flying Scotsman pass in all its refurbished glory, by a mistimed photobomb:

After seeing the funny side of a passing Virgin Train obliterating his view of the Flying Scotsman, and posting the video to social, the clip went viral.

However, contrary to being a PR fiasco, Virgin Trains turned into a PR hero, and tweeted to the trainspotter, apologising for the ‘photobomb’ and offered to send him on a holiday to Atlanta! Needless to say, he was chuffed!

Content Marketing

Emoj-she? This week, Kathryn reviews the new emoji #LikeAGirl advert:

‘Always’ has produced a new film to coincide with its #LikeAGirl campaign, which aims to build young women’s confidence and promote gender equality, making the interesting point that it seems emojis ‘fail to celebrate female achievement’.

The video content depicts teenage girls discussing the lack of empowering female emojis, and a failure to represent girls in activities, such as sports or in professional jobs. It was ultimately exploring how this could affect how young girls see themselves and their confidence.

The video was based on research conducted by Always, which showed that 81% of women aged 16 to 24 use emojis daily, and 70% want women to be better portrayed by emojis. It also calls for people to engage with the campaign and share what kinds of empowering female emojis they want to see, using the hashtag #LikeAGirl:

It will be fascinating to see if the new emojis are as ‘unstoppable as the girls they represent’.

Stay tuned for more updates on the world of Search!

comments powered by Disqus