Search lately issue 121

ISSUE 121 – 31st January 2014 How to recover from Penguin 2.1 Penalty On Friday, October 4, 2013, Google released the fifth edition of its Penguin update which devalues manipulative links and penalizes websites that use paid links, unnatural links that pass Page Rank, low quality back links and links with over optimized anchor text.

Most of the websites that were penalized are working on strategies to recover their ranking following these steps:  Identify the offending back links (Link Audit or Link Detox)  Remove the toxic links contacting with the site owners  Disavow the remaining links  Send a reconsideration request to Google  Execute a quality content marketing campaign One of the best practices to avoid the penalty is to run periodical link audits and to execute high quality content marketing and distribution strategy in a long term plan.

Shared by: Ainhoa Lizarralde

Find out more here: http://bit.ly/1ffd6yZ and http://bit.ly/1eaRhEq

Leverage Paid Search to Amplify Super Bowl Ads Undoubtedly, TV ads is a Super Bowl stable during game day. However, in the digital age, more advertisers are turning to paid search to help attract and engage consumers.

This week, Search Engine Land released 5 paid search trends currently running on Search Networks. However, after review, below are 3 tactics that search advertisers can easily leverage now!

1. YouTube is King at driving huge volumes of traffic 2. Site links are great at Extend Reach 3. Hashtags in Search Ads to help incorporate social efforts

Shared By James Lin Follow the link for more details: http://selnd.com/1fc0F7b

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Ads Serving within the Google Knowledge Graph The information box showing on the right hand side of the Google search results page is called the Knowledge Graph. Google is focusing to show a more complete picture about the respective search inquiry for a better user experience. This feature helps to search faster and more in depth than before.

Just after a year of its launch, Google started to test ads inside the graph for some of the search results.

For example if searching for a hotel in London, the user will have the opportunity to book straight away from this information box selecting the check-in/ check – out dates. The pricing listed in the hotel results may change with the dates.

Google has allowed hotel, flight and other bookings through Google’s search results and has allowed date selection as well however the Knowledge Graph date selection is a new feature enabled recently. (Reported

by SearchEngineLand)

Find out More about Google Knowledge Graph: http://selnd.com/1gqg5tG Shared By Agnes Szlahotka

Google Acquisition “Deep Mind” brought into Search Team Google’s recent £400m AI acquisition “Deep Mind” is to be brought under the Search Team, or as it’s now referred to, the “Knowledge” Team. This reflects Google’s change in mindset towards search, bringing it away from looking at words on a page, and more towards understanding how concepts are related to each other. Bringing Deep Mind into Search will help the technology company to inch closer to truly semantic search.

This move will also build upon Google’s Knowledge Graph. Launched in 2012, Knowledge Graph is a huge store of information, mapping the relationship between facts and concepts, with the goal of creating a search engine with common sense and understanding. Google’s VP of engineering, John Giannandrea, described their ambitions in an interview with MIT Technology Review today:

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As a general theme we’re trying to move beyond just searching to actually knowing about things. We think this is essential because we want to understand what you’re trying to do and give you some help … One of the main areas is to try and understand at a slightly higher level what text is about. Words that you see in a text are fundamentally ambiguous [to a computer] but if you have Knowledge Graph and can understand how the words are related to each other, then you can disambiguate them. If you see a document that talks about George Bush, Saddam Hussein, and Norman Schwarzkopf, you might be able to guess which Bush it is because only one of them had Norman Schwarzkopf there. That’s like a baby step towards actually understanding what this document is about.

Google’s resident futurist and chief Artificial Intelligence Engineer Ray Kurzweil sees Search evolving away from looking for keywords in websites, and more towards “a human assistant that you can talk things over with, that you can express complicated, even personal concerns to”. This has been described as the “Google Brain”.

Shared by: Rob Ashby Read more: http://on.recode.net/1fjFOB3

New Google Search Lift Study Recently, Google started to roll out a new Search Lift study. Search Lift is Google's new measurement tool for determining the impact of display and video advertising on Google.com searches. The study measures the correlation between display/video on consumer search behaviour.

This is one study that advertisers should take advantage of for more data points and accurate insights to effectively optimize campaigns. In addition, results from the study can help advertisers make actionable decisions to improve client's SEM efforts. Here are some benefits below.

Benefits: - No additional cost and easy Ad Words set up - Learn which frequency level is Wendy's sweet spot - See locations with the highest impact - Know impactful creative - Understand search terms with the highest brand lift

Shared By James Lin Follow the link for more details: http://bit.ly/1egKoji

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