Would your job be simpler or harder if Google wasn’t the dominant platform?; Thursday’s day by day temporary
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Good morning marketer, here is a thought experiment.
How would your job change if Google weren’t the leader in the search market? I think most marketers would agree that a more competitive landscape would be a good thing. It could drive innovation in SEO and PPC, better customer service through search technology, a more intuitive platform user interface, and more – all of which are benefits to us. On the other hand, if there was more diversity in search technology, marketers might have to learn multiple platform dashboards and different search engine marketing methods (for example, Bing’s ranking signals are not all the same as Google’s).
A shock could also go way beyond marketers. The competition on search engine platforms could also be better for searchers – they offer more dominant options for data protection, a more diverse SERP and possibly even more innovations in ML and AI for search.
This is all speculative, of course, but an interesting thought experiment that will help us envision a search world we would like to live in and ways to get there.
Google Posts for verified knowledge panels will be discontinued
On July 20, 2021, users who own or manage verified knowledge panels will no longer be able to use Google Posts, the company said via email. This only affects verified knowledge panels, not the local Google posts that you manage in Google My Business.
In the screenshot above by Jason Barnard, you can see a Google Post below in a verified knowledge panel in which Google also makes this announcement available to knowledge panel owners. If you use Google Posts in Knowledge Panels to notify searchers of updates, changes, or new events, you won’t be able to use this tool in less than a week. The company gives you 30 days to download your Google Posts history. So if you want to save it, download the data.
Read more here.
Yelp Audiences enables advertisers to reach Yelp users outside of the platform
Over the years, Yelp has expanded its offering well beyond that of a local business review platform, and this latest announcement continues to build on that trend. Yelp Audiences is the company’s first ad product to enable location and non-location advertisers to reach Yelp users over the web based on their online directory search activity. Targeting is based on the user’s intent to purchase on Yelp, but the ads need not be traced back to the Yelp platform.
Because these ads can lead users to pages outside of Yelp (such as a product landing page), they can target more brands. “Yelp Audiences can serve as an omnichannel solution or help increase audience reach when a national coffee chain wants to target users who recently searched for coffee and tea as part of a Christmas campaign,” said Tom Foran, SVP of Yelp and Head by GTM, national, given as an example. “Yelp Audiences can also support a direct marketer mattress brand targeting users who have searched for a mattress store in their local market and offering those users a free trial to try out their mattress at home as they browse other websites or apps . . “
Read more here.
Twitter’s fleeting moment
Less than eight months after the global launch of Fleets, Twitter announced that it would end the functionality on August 3rd. The ephemeral video format in full screen mode has drawn many comparisons with the stories from Instagram. In the announcement, the company explained why it didn’t find wider adoption among its users and revealed a little bit about what we can look forward to in the future:
- Fleets were mostly used by people who were already tweeting, which meant they were less useful for increasing engagement.
- Twitter will soon begin testing updates to its tweet composer and camera to include features of the fleets composer such as text formatting options, GIF stickers, and the full screen camera.
- Fleets are disappearing, but you will still see Spaces at the top of your timeline when someone you follow is hosting or participating in a live audio conversation.
Why we care. Last month, Twitter tested its very first full-screen ads in the form of fleet ads. Although the company did not disclose details about the test, it said, “We’re looking at the findings carefully to assess how these ads work on Twitter.” For now, this is another feature Instagram and TikTok offer advertisers that Twitter doesn’t. Twitter, TikTok, and Instagram tend to be popular with different demographics, so hopefully hiring fleets will pave the way for a different, more popular format and promotional product to match.
Google Ads, Google Trending Events and Google … Dogs?
Google Ads made it easier to create sub-manager accounts. PPC professionals can now create new sub-manager accounts from their existing manager accounts. As part of this update, you no longer need to assign a user to a child manager account and you can now remove users from your existing child manager accounts.
How Google understands trending events. “Suppose you are looking for ‘fire near me’ and a lot of other people around you are looking for the same thing. If our systems recognize this surge in similar searches and also see that there is a lot of new content available on fires, we can identify this local fire as a trending search. ”In this 2-minute explanation from Google, you will learn more about how Google recognizes and trending events how search results change in response.
They’ll click through because … dogs. Googlers’ dogs are called Doogler. New Google employees are nooglers. But what are the new Dooglers called? And here’s a bonus photo of the best guys.
Is the W3C purgatory for privacy proposals?
The World Wide Web Consortium (W3C) is an online community that brings together academics, big tech, browser companies, publishers, data protection officers, and more to establish web standards. With all of these chefs in the kitchen, is it any wonder that progress is blocked by a deluge of opinions from individuals and companies whose revenues are at stake? In Issie Lapowsky’s article for Protocol, she delves into the debates that castrated Do Not Track and how essentially the same is now going on with initiatives attempting to replace third-party cookies.
W3C discussions are obviously going on, but that doesn’t mean there is a level playing field. Although each company only receives one vote, larger companies are more likely to have resources that they can devote specifically to submitting proposals to the W3C, which means they are more likely to have a say in which standards are adopted.
Lapowsky’s article also sheds light on the debate about the definition of privacy. I’ve come across the term “privacy washing” multiple times in my reports, and now that Google has delayed setting third-party cookies in Chrome, it seems that more companies than ever are publicly waving a privacy banner while opting for an alternative Use way to track users. I’m just as unsure as anyone of how this will turn out, but I’m looking forward to our industry reaching some kind of consensus on how to proceed.
About the author
George Nguyen is an editor at Search Engine Land, specializing in organic search, podcasting, and e-commerce. His background is journalism and content marketing. Before entering the industry, he worked as a radio personality, writer, podcast host, and public school teacher.