Good morning Refactual, are you looking at the big picture?
Search is undergoing a major change. Google is morphing from search engine to portal, and it will have big repercussions on the customer journey for search — and we’re not just talking about zero-click results from featured snippets. Companies need to get ready for this shift, said Jessica Bowman, CEO of In-house SEO and Search Engine Land editor at large, at SMX Advanced this month. Rather than retreat from SEO, Jessica says companies should ingrain SEO know-how and practices well beyond their SEO team. That includes expanding writing and technical competencies and taking advantage of big data to inform your content strategy and enhance the user experience — particularly from a mobile vantage.
In line with this is the need to think about SEO as part of a bigger strategy. “As the consumer journey becomes ever more circuitous and complex, marketers need to think and act holistically in their media planning and ROI/ROAS analysis,” said contributing editor Greg Sterling in a look at why search needs to be combined with awareness for maximum impact. Direct-to-consumer brands have excelled at this, understanding that they can, in part, measure the effectiveness of marketing on other channels by changes in search traffic.
Goodbye, preferred domain. Google is no longer supporting the “preferred domain’ setting in Google Search Console that allowed you to choose one or the other. Instead, Google says, it can pick the right one based on various signals and it will ignore your current setting. That means it’s up to you to signal through good site architecture, a sitemap, rel=”canonical” tags and 301 redirects.
In response to lyrics site Genius’ flap over Google showing unlicensed content in search results, the search giant said yesterday it will begin to include attribution to licencing partners in lyrics boxes. Google partner LyricFind seemed to take the blame for mistakenly including the Genius content that showed up on Google in its database.
More to read below, including a Pro Tip from Duane Brown on gaining insights when using automated bidding strategies.