How to Stay Updated on SEO and Paid Search News

TL;DR

The Search Marketing Scoop podcast covers the latest in SEO and paid search news with experts like Matt Ridout and Kirk Williams. They discuss changes in meta description lengths, the importance of HTTPS for ads, and Google's potential new feature of sharing user questions with publishers. Stay informed to optimize your digital marketing strategies.

Transcript

iein welcome to the recording of episode 8 of search marketing scoop sem russia's show that happens just about every two weeks sometimes every three weeks or so that discusses the latest SEO and paid search news we're just going to get started recording the episode proper in about three or four minutes time we'll just let a few people join in and s... Read More

Key Insights

• Google has reduced meta description lengths, impacting SEO strategies.
• HTTPS is increasingly important for both SEO and AdWords.
• Parallel tracking will be required for all AdWords accounts by October 30th.
• Google may share user search queries with publishers for content creation.
• Meta descriptions should be tailored to user intent and search query length.
• AdWords will automatically redirect HTTP ads to HTTPS if available.
• Parallel tracking aims to improve mobile ad performance by reducing redirect times.
• Testing different meta description strategies can provide valuable insights.

Questions & Answers

Q: How has Google changed meta description lengths?

Google has recently reduced the length of meta descriptions after previously increasing them. This change affects how SEOs write descriptions, as they must now focus on creating dynamic and relevant content that aligns with user intent and query length. The adjustment reflects Google's ongoing efforts to improve user experience by providing concise and pertinent search snippets.

Q: Why is HTTPS important for AdWords?

HTTPS is crucial for AdWords because Google is increasingly emphasizing web security. Starting June 11th, AdWords will automatically redirect HTTP ads to HTTPS if the site supports it. This change aims to provide a secure browsing experience for users and aligns with Google's broader push for secure web practices. Advertisers should ensure their landing pages are HTTPS to avoid potential disruptions.

Q: What is parallel tracking in AdWords?

Parallel tracking is a method that allows users to reach landing pages more quickly by processing tracking requests in the background. This reduces the time spent on redirects, enhancing the user experience, especially on mobile devices. Starting October 30th, parallel tracking will be mandatory for all AdWords accounts, requiring advertisers to ensure compatibility with their tracking systems.

Q: How will Google share user questions with publishers?

Google is testing a feature where user questions may be shared anonymously with online publishers. This initiative aims to provide publishers with insights into user queries, potentially guiding content creation. However, it's unclear whether this information will be available to all publishers or a select group, raising questions about transparency and access.

Q: Should all websites switch to HTTPS?

Yes, all websites should switch to HTTPS as it enhances security and user trust. Google favors HTTPS sites in search rankings, and with the upcoming changes in AdWords, secure sites will avoid potential issues with ad redirects. The transition to HTTPS is relatively straightforward and offers long-term benefits for both SEO and user experience.

Q: What should SEOs do about the meta description change?

SEOs should focus on creating meta descriptions that are concise, relevant, and aligned with user intent. Testing different lengths and analyzing click-through rates can provide insights into what works best. Utilizing the new Search Console interface can help measure the impact of these changes on mobile and desktop traffic, guiding future strategy adjustments.

Q: How can advertisers prepare for parallel tracking?

Advertisers should begin testing parallel tracking by enabling it in the new AdWords interface and monitoring URL performance. Ensuring compatibility with third-party tracking tools is essential to avoid data discrepancies. By starting early, advertisers can identify and resolve potential issues before parallel tracking becomes mandatory on October 30th.

Q: What are the benefits of parallel tracking?

Parallel tracking offers several benefits, including faster loading times for landing pages and improved user experience, particularly on mobile devices. By processing tracking requests in the background, users are directed to landing pages more quickly, reducing the risk of losing potential customers due to slow page loads. This approach aligns with Google's focus on enhancing mobile web performance.

Summary & Key Takeaways

• Google has reduced the length of meta descriptions, prompting SEOs to reconsider their strategies. The change emphasizes the importance of dynamic and relevant descriptions tailored to user queries.

• HTTPS is becoming a necessity for websites, especially with Google's emphasis on security. AdWords will start automatically redirecting HTTP ads to HTTPS, highlighting the importance of secure web experiences.

• Parallel tracking will be mandatory for all AdWords accounts by October 30th, aiming to enhance mobile ad performance by minimizing redirect delays. Advertisers should ensure compatibility with third-party tracking tools.