Google News Digest: GMB App, Website Audit Portal, PageSpeed Insights

Our marketing team gets a lot of questions about the best tools to use for website audit, app performance analysis and more. Here’s our digest on some new tools that you might not be familiar with.

Google has released a new app called the “Google News Digest”. The app allows users to get up-to-date news from Google’s network of sources. It also includes a website audit portal and PageSpeed Insights which is a free tool for analyzing HTML, CSS, Javascript, and other webpages.

In the previous few weeks, Google has released a number of important improvements, including the availability of the Google My Business app, the debut of a new website audit portal, and the announcement of a significant update to the PageSpeed Insights tool. TrueView for Reach and Ad Sequencing are also no longer in beta and are now accessible to all companies across the world. In the summary below, we’re delighted to share these and other improvements with you.

But first, listen to this week’s Marketing Scoop podcast, in which Joel Bondorowsky, COO and Founder of Quality Score, and Sam Noble, Founder of Biddable Moments, join David Bain and Judith Lewis to explore all of these key improvements in more depth.

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SEARCH NEWS ON GOOGLE

Update to the Google My Business App

The debut of the Google My Business app was formally announced by Curtis Galloway, Engineering Manager at Google My Business. According to Curtis, the app offers an easy, free approach to create an excellent Google Business Profile. You may use the app to submit a picture, create an offer or an event, and then post it to your Google Business Profile.

The app’s new Customer tab collects all of a customer’s interactions, such as messaging, following, booking, and reviews, in one place and enables them to be replied to directly from the app. The app also maintains track of important business and visitor statistics, such as the amount of individuals that discover and engage with you via your Google Business Profile. As of November 14, the Google My Business App is available for download on both Google Play and the App Store.

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Welcome to the new Google My Business app, and welcome to your next client.

Now is the time to check your company listings.

Check to see whether you’re listed in the most reputable directories.

ADS illustration

Google has officially launched zero search results for time, conversions, and math.

In an unusual move, Google is now displaying no search result snippets for a few of particular sorts of inquiries. According to Search Engine Roundtable, searches for conversions, time/date, or math-related responses may only return a single answer with a button that consumers may click to access the whole search results. This feature was trialled by Google in March, however it was deleted after a week owing to unfavorable feedback. For the time being, the launch is limited to unit conversion, computation, and local time-related requests on mobile devices.

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Sources: Google Really Launches Zero Search Results For Time, Conversions, and Math; Google is giving zero results for a variety of time, computations, and conversions searches once again.

Google is working on a new tool for Google Search that will enable users to remark on sporting events or read other people’s comments. The functionality is not currently accessible in all languages and locations for all sports games. It should be reminded that in order to be approved/shown, people who wish to leave comments must adhere to Google’s content restrictions. Furthermore, the comments are public, and anonymous comments that are not related to the name on your About Me page are not permitted. The good news is that you can always erase your comments and read what others have to say before reacting by liking, disliking, or reporting them.

Sources: Google to Allow Users to Leave Comments on Search Results; Google to Allow Users to Leave Comments on Search Results

SERP’s Hebrew Date and Time Conversions

Google has introduced support for Hijri and Hebrew date conversions to its Search engine. Users may now use Google to look up the current Hijri or Hebrew date, as well as convert any previous date to Hijri or Hebrew. “We just introduced conversion functionality for Hijri and Hebrew calendars and are planning to add more in the future,” Google’s public search liaison, Danny Sullivan, said on Twitter.

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Source: Google Search Now Converts Hijri & Hebrew Dates

NEWS FROM GOOGLE ADS

Google Ads has a new bidding strategy.

Target Impression Share is a new approach that Google has just added to its existing Smart Bidding Methods. Target Impression Share sets bids automatically to assist marketers fulfill their Impression Share objective across all campaigns and ensuring their advertisements hit a certain impression threshold. The method, according to Google, is effective for advertising including brand phrases. Businesses who want their advertisements to appear 100% of the time when a user searches for their brand, for example, may set the Target Impression Share to 100%. As a result, the system will attempt to present their ad in every auction in that campaign.

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Source: Increase brand exposure by using Target Impression Share; target impression share bidding

Ad Sequencing is a new video ad type in Google Ads.

The Video Ad Sequencing feature, which was introduced earlier this year, is now accessible to worldwide advertisers in Google Ads. Marketers may use the technology to convey their brand tales by displaying a sequence of films in a predetermined order. It helps businesses of all sizes, sectors, and marketing goals make an impression. According to Google, a recent Ipsos research demonstrates that “Brand lift is driven throughout the consumer lifecycle by 6-second ad sequences and TrueView advertisements. In fact, combining a 6-second commercial with a TrueView had a considerable influence on Ad Recall and Purchase Intent, with average lifts of 118 percent and 40 percent, respectively “in that order.”

“Video Ad Sequencing…paves the way for personalised tales based on rich interest and intent data, presented organically to viewers as they move across screens,” Google says.

Use video ad sequencing to convey tales across screens and ad formats, according to the source.

Reach’s TrueView is now available to everyone.

TrueView for reach is now accessible worldwide, according to Google’s product manager for video advertising, Khushbu Rathi. All marketers may use it in Google Ads and Display & Video 360 to help them reach more of their audience on the web. TrueView for reach combines the popular skippable in-stream format with the ease of CPM purchasing to enable marketers reach their target audience more effectively than ever before.

Khushbu also shared the success stories of two multinational businesses, Philips in France and Fata in Mexico, who are utilizing TrueView to expand their reach. This success seems to be at least in part due to YouTube’s extremely visible and loud environment. “…you can be confident this audience is seeing and hearing your advertising owing to YouTube’s 95 percent viewable and 95 percent audible environment,” Google says.

Sight, sound, and scale: TrueView for reach is now accessible to all companies across the world.

YouTube is bringing ad pod testing to the platform.

Google has stated that they would begin testing Ad pods in order to improve the YouTube ad experience. Ad pods are two adverts placed back to back with the ability for viewers to move straight to the content if the ad is irrelevant or unappealing. According to Google’s user experience study, viewers are quite sensitive to the frequency of ad breaks, as well as other characteristics like ad duration. Furthermore, fewer ad interruptions are linked to improved user metrics, such as greater rates of ad watching and lower content abandonment.

Google wants to discover whether viewing two advertisements in a break followed by no interruptions afterwards would result in a favorable user experience via ad pod testing. The new experience will be available shortly on PC, mobile, and television displays. 

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Ad pod testing is coming to YouTube, according to the source.

Ad Unit for Black Friday and Cyber Monday Deals 

Google started a new experiment using promotion extensions in Google Ads with the purpose of assisting retail advertisers in increasing their search exposure for Black Friday and Cyber Monday discounts. The experiment was set up so that English-speaking users searching for Black Friday and Cyber Monday-related keywords – such as “black friday deals,” “black Friday product or company name>,” and variations – would see a “ad unit” at the top of search results that listed offers linking to each retailer’s website.

Google has launched a unique Black Friday and Cyber Monday ad unit; Google Ads Black Friday and Cyber Monday Ad Units are only available for a limited time.

In Google Search, a developer preview of improved AMP URLs is available.

Google Search is launching a developer trial of “improved AMP URLs” in response to input from AMP users and publishers showing a desire for utilizing original domain names wherever their AMP pages are shown. It’s called “Signed HTTP Exchanges,” and it’s a Google technique that was demoed earlier this year. It’s currently only available in Chrome versions 71 and above, and it’ll need installation from the Chrome Beta channel. It will soon be available across all Chrome channels, and it will allow you to modify cached AMP URLs on any AMP Cache.

Signed HTTP Exchanges, according to Google, is accessible to any publisher who wants to check it out and provides advantages for both publishers and users that go beyond the visual experience of the URL bar. Furthermore, it will:

  • “Use cryptographic signatures to ensure that the material is precisely what the publisher intended for the user to see.”
  • “Allow the browser to consider a page as belonging to the publisher’s ‘Origin’; this lets a publisher to personalize content, run service workers, and track analytics via first-party cookies.”

Google has published step-by-step instructions as well as detailed “under the hood” information on its AMP website to assist publishers and users in trying out a Google Search demonstration.

Source: Google Search Developer Preview of Better AMP URLs

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Google Search Console Performance Reports now include new filters.

Google stated on Twitter that its Search Console performance reports now include event listings and information under the “search appearance” filter. The two new filter options enable webmasters to filter the report to view event or job listings or detailed data for rich results, which is designed to highlight how a certain event markup performs in search. Both include information about “clicks,” “impressions,” “position,” and “URL,” which reveal how a page with rich results performs. For the time being, the two new filter choices are only available for English-language websites in the United States, the United Kingdom, and India. 

Google Search Console Performance Reports are the sources for this information. Twitter; Get Event Listings & Detail Filters; 

Search Analytics Will Be Replaced By A Performance Report In Google Search Console

The Search Analytics report in the new Google Search Console will “soon be replaced” by the new Performance report, according to users. More changes are coming, according to John Mueller, who reacted to users on Twitter “Some of the old Search Console reports are being phased out in favor of newer versions. I don’t have a certain date in mind, but we’ll have to make that decision at some time.”

Google Search Console Will Replace Search Analytics With A Performance Report, according to Google.

Google has launched a new website auditing portal.

At web.dev, Google has introduced a new platform to assist developers and webmasters in “learning and using the web’s current capabilities” to their own sites and applications.

Developers may use the tool to do an audit on their websites, comparing their performance to industry benchmarks and standards for accessibility, SEO, progressive web applications, and best practices. It also offers specific advise on how to enhance your site’s performance through its “learn section,” which is based on the audit.

According to Search Engine Land, the audit’s categories are as follows:

  • Performance: Audits are conducted to evaluate latency using measures such as first paint and time to interactive.
  • PWA: Checks your page against the Progressive Web App Checklist as a starting point.
  • Best Practices: Examines everything from HTTPS use to picture aspect ratios that are proper.
  • Checks for recommended practices to guarantee that your site gets found.
  • Accessibility: Examines your material for problems that may prohibit people from viewing it.

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Google has also included organized curriculums in the developer portal to assist developers in creating better websites. These learning materials are categorized as “Fast load times,” “Network Resilience,” “Safe and Secure,” “Easily Discoverable,” and “Installable” on the site.

Sources: Google develops a developer portal to aid in the creation of contemporary websites; Web.dev: Let’s construct the web of the future.

PageSpeed Insights has been updated.

Since January 2018, Google has released its first significant upgrade to the PageSpeed Insights tool. Version 5 contains CrUX (Chrome User Experience Report) as “field data” and utilizes Lighthouse as its analytic engine. With this combination, Google PageSpeed Insights Version 5 is intended to deliver a variety of information.

The revised application offers data in a variety of areas, including field and lab data, diagnostics, and audits. “v5 of the PageSpeed Insights API was published in November 2018,” according to the release notes for Version 5. It now makes use of Lighthouse as an analytical engine, as well as field data from the Chrome User Experience Report (CrUX). The API version 5 now includes CrUX data as well as all Lighthouse audits. In six months, previous versions of the PSI API will be deprecated.”

There are two tabs in the new report, one for desktop and one for mobile:

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PageSpeed Insights is now powered by Lighthouse, and the Google PageSpeed Insights tool has been updated to include additional Lighthouse data. Web Developers’ Tools: Lighthouse; Make your website pages load quickly on all devices.

The “website analyzer” is a tool that allows users to analyze the performance of their website. The tool can be used for both mobile and desktop. It also provides suggestions on how to improve the site’s performance.

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