Google is the undisputed top when it comes to searching, marketing and a lot of other features. They’re always innovating and changing things up, and 2015 had a lot of changes that those who market B2B need to know about.
Google+ should no longer be a priority for those marketing online. The social media network seems to be in decline and no longer has the support it had before. It has been removed from the social extensions of AdWords.
You can meet your Google+ time investment by keeping your profile updated but there is no need to be active on it.
Google released the Search Quality Rater’s Guidelines in November. It is the guidelines to assist people who run tests on search result accuracy, to help them assess it. The guidelines contain hundreds of examples, good or bad, with detailed explanations. These examples can show you what exactly Google is looking for in search rankings, even though there are no detailed instructions for how to use it to get your page seen.
If you measure your conversions from AdWords, Google has released Smart Goals. It compiles data from sites who have enabled Google Analytics, and figures out what factors into the likelihood to convert. These can include pages viewed per session, location, duration of visit and device.
Some qualifications need to be met before you can use Smart Goals, such as 1000 clicks to the Google Analytics view.
In April, Google began factoring in something new in their search results: mobile-friendliness. Mobile optimization has become a very important factor in making a website and getting traffic. They also made some tools available to make this easier, such as a guide to mobile-friendliness, a testing tool, and a usability.
As more and more people access the internet through their phones or tablets, it is very important to make your website accessible to them.
Google is also integrating AMP, or Accelerated Mobile Pages, into their search engine. This is an open-source platform for content delivery that can load sites instantly from a Google search. Websites which adopt AMP might get a signal boost and a special designation. Lucky for you, Google provides a tutorial for AMP.
Google is also considering using structured data in its search results. This could mean that when people do a common search such as looking for a car, there would be a few sites designated for that kind of search.
Almost 41 percent of searches contain structured data information but only 1 percent of sites are integrated for it. Google keeps a list of guidelines for recommendations of how to use this on your site. Google also implemented something called RankBrain. This is an artificial intelligence to help Google understand searches it has never seen before. It’s an algorithm change for better search results regardless of the language used in the search.
It’s important to stay up to date on things that will affect your site and its traffic.