As of this year, Google and Microsoft hold the top spots in search ad revenue (at $32.4 billion and $2.8 billion respectively, as reported by SEOTribunal.com). In order to stay ahead of the competition, these and other corporations regularly work to improve their SEO features. This has been especially true in the past few weeks, as both Google and Microsoft have introduced significant changes to multiple SEO-related areas. To stay on top of SEO strategy for your business, explore three main developments that you need to know about.
Changes within the Google Ads app
SEO consulting experts were thrilled to hear one of the latest announcements regarding the Google Ads app. Those who rely on this app to optimize their campaigns can now view optimization scores. Although the metric was introduced last year, this is the first time that the Google Ads app has supported it (prior to now, the metric could only be viewed on an individual’s desktop computer). What the metric shows is how well a user’s account and ad campaigns are set up. With scores ranging from 0 percent to 100 percent, those who use the app can get immediate, prioritized recommendations that can be implemented right away.
Another major development that SEO experts have been following this week is Google’s changes to the nofollow attribute. Search Engine Land reports that the company is now “treating the nofollow attribute as a ‘hint’ for ranking rather than a directive to ignore a link.” What this change does for users is expand their choices for “specify[ing] the nature of a link beyond the singular nofollow attribute.” Although experts state that the change to nofollow won’t provide any specific benefits, it is said to be helpful in the area of organizational classification.
In addition to the changes at Google, developers with Microsoft Advertising have announced their own important development. This past week, the company is now identifying negative keyword conflicts. This identification of keywords specifically pertains to shopping campaigns. For those who are unfamiliar with the concept, negative keywords “are intended to prevent ads from showing on irrelevant search queries, but they may inadvertently block normal keywords from matching relevant search queries, making your campaigns less effective.” While negative keyword conflicts can arise for a variety of reasons, Microsoft has now implemented a feature showing users which of their ads have been blocked as a result of negative keywords.
By the conclusion of 2019, top corporations are likely to introduce even more changes to current SEO reporting, technologies, and the like. Although these advancements are not yet known, it is important for industry experts and businesses to stay on top of these changes to earn a competitive advantage.