PubCon’s Biggest Revelations, Breadcrumbs SERPs, Revamped Keyword Planner

With over 10,000 attendees and more than 100 speakers this year, PubCon has become the place to be for marketers in 2019. The conference is consistently ranked as one of the most influential conferences on Google’s annual list because it offers a wealth of information about everything from search engines to local SEO.

The “breadcrumbs” is a term that has been around for a while. However, the “breadcrumbs SERPs” was an update to the Google Keyword Planner in 2018. The update allowed users to see how their keywords are performing and what other people are doing with them.

It’s time for another round of our Google News digest! We definitely have a lot to talk about with so much material coming out of Pubcon in Texas and significant announcements from Gary Illyes — is Mobilegeddon just around the corner? What about the content? Apart from Pubcon, the previous few weeks have seen Google push its AMP agenda even further, as well as Google’s huge debut on Product Hunt with Hangouts Chat, which is now the largest Slack opponent.

I can’t possibly cover everything in a single introduction, so buckle in and get ready for a vigorous debate on our Search Marketing Scoop podcast with JD Prater, Director of Growth Marketing at AdStage, and Kristine Schachinger, CEO of Sites Without Walls.

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We couldn’t possibly cover everything in our live chat, so jump right in to learn about the most recent Google upgrades and news — there’s a lot to take in!


SEARCH NEWS ON GOOGLE

Prepare for Mobilegeddon by fastening your seatbelts.

This year’s PubCon generated a lot of buzz. Gary Illyes provided some updates on the long-awaited mobile-first index, stating that more sites would be exposed to Mobilegeddon in the coming weeks. The deployment began in October 2017, but just a few locations were put through their paces. When the whole Google online area will function under the mobile-first banner is yet unknown.

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Google’s Mobile First Index Will Grow in the Next Few Weeks, according to a report.

When it Comes to Order, Placement, and Position,

You may think it’s old news, but everything Gary Illyes says at Pubcon is worth hearing. As a result, he has publicly verified that your mobile rankings may be influenced by the order in which your material is presented and its placement on the page. This has nothing to do with your HTML, since Google can render the way your website looks and determine if your content is at the top or bottom.

Google claims that content order, placement, and position are important.

Featured Snippets with Multiple Functions for Multi-Intent Queries

Multifaceted Featured Snippets are a new form of FS offered by Google. This form of FS occurs when the question may be interpreted in a variety of ways, necessitating a varied response. When the inquiry is loosely understood, a multidimensional FS will surface. When we type “tooth pain after filling” into the search box, we can be looking for answers to questions like “Why is the pain after a filling not going away?” or “How long does the discomfort usually last?” As a result, Google will present a few different interpretations of the query, with two or more Featured Snippets – one for each option – on the SERP. Multifaceted Featured Snippets are currently accessible in mobile search and will be coming to desktop shortly.

multifaceted featured snippets

Google Search Update: Featured Snippets for Multi-Intent Queries; Providing More Comprehensive Answers to Your Search Questions

SERP characteristics that can help you win

For use on your website

ADS illustration

Breadcrumb is a new SERP format introduced by Google.

Google just introduced a new desktop search results style known as the Breadcrumb SERP. A breadcrumb is a series of results that display as a carousel at the top of SERPs. It appears for inquiries such as “Who are the presidents of the United States?” Because we haven’t received formal confirmation from Google, we don’t know which countries will see breadcrumbs on SERPs or if this format will be utilized for the bulk of results. We might presume that the trial is primarily focused on Google’s mobile-first index and is in line with the company’s mobile-optimization efforts.

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Breadcrumb SERPs are now available on Google.

AMP (Accelerated Mobile Pages) Stories and AMP for Email are two new features introduced by Google.

Stories and Gmail are two new forms for Google’s AMP initiative. Let’s get started.

AMP (Accelerated Mobile Pages) Stories

It appears that the Stories format is staying with us for good – starting with Instagram and AMP. AMP (Accelerated Mobile Pages) Stories is a new visual storytelling format for publications that emphasize visual components – images and video. AMP (Accelerated Mobile Pages) Stories has a preset, yet flexible set of templates with standard UI settings, along with social sharing buttons. AMP (Accelerated Mobile Pages) Stories come in a carousel format.

AMP (Accelerated Mobile Pages) Stories

Gmail using AMP

On top of AMP (Accelerated Mobile Pages) Stories, Google introduced one more addition to the AMP family – Gmail using AMP. The feature has so far only been available to developers in the preview mode and will be fully rolled out at the end of 2018. Gmail using AMP will enable the creation of interactive emails that allow receivers to engage with the content right from within the email (for instance, to fill in a form). AMP will be available across various email clients.

AMP Stories: Bringing Visual Storytelling to the Open Web, AMP Stories: Bringing Visual Storytelling to the Open Web, AMP Stories: Bringing Visual Storytell Make a visual AMP story to bring the power of AMP to Gmail.

Google Ads with AMP: A Match Made in Heaven

Google began converting HTML advertising to AMPHTML when they were shown on AMP sites around a year ago. Over 31 million domains have switched to AMPHTML thus far. Google has recently backed this endeavor with Real-Time Config, which supports Fast Fetch (a mechanism that allows faster ad rendering on AMP pages). According to Google, AMPHTML advertising load up to five seconds quicker and are more secure than non-AMP ads. Because these advertising are accessible on both AMP and non-AMP sites, there is no need to develop an AMP page to utilize AMPHTML ads.

Ads and AMP: A Year in Review and a Look Ahead

Instapage now offers AMP landing pages.

Instapage, a landing page builder, is the first platform to deliver AMP-optimized landing pages. Instapage collaborated with Google to provide this functionality to its consumers. AMP-powered landing pages are now only accessible for mobile sites, but the firm aims to expand the technology to include desktop pages as well. AMP landing pages will not allow HTML/CSS or JavaScript, although they will be indistinguishable from standard landing pages despite these limitations.

Breaking: We’re Teaming Up With Google to Create AMP Landing Pages

On the Knowledge Panel, there’s a new “Trending” tag.

On desktop SERPs, Google added a “Trending” tag to the Knowledge panel for celebrities, corporations, and local areas. When you click the tag, you’ll see the results for that specific question.

Sergey Alakov is the author of this article.

Local Knowledge Panels now include a “Directory” tab.

For retail malls, Google added a new “Directory” to Local Knowledge Panels. Within the Knowledge Panel, you can now see which individual shops/offices are situated in a given retail center. The tab has been discovered on SERPs in the United States and Canada so far.

Sergey Alakov is the author of this article.

The final version of “People Also Search For” is released.

On desktop, Google changed the design of its “People Also Search For” bar. The initial testing began in July 2017, and the final look is now available. Google’s recommendations are now placed just under the snippet to which they pertain. The recommendations don’t always appear during the original search; instead, you must click on a search result and then return to the SERP to see the new “People Also Search For” box.

This is how it appears:

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Google Launches People Also Search for Box After Months of Testing

Featured Snippets with Multiple Images

Google started testing the use of Featured Snippets with Multiple Images. Some users from the US and the UK spotted the feature. Let me remind you that Google has recently published a comprehensive guide on Featured Snippets in which you can find all the possible ways they can appear on a SERP, and how they can change in relation to desktop, mobile, and voice search.

Google Experiments With Multiple Images in Featured Snippets

Getty Images and Google have teamed together.

Getty Images, a multinational visual communication provider, has signed a license agreement with Google. The agreement comes after the two companies’ long-running copyright and antitrust spat. Google may utilize Getty Images’ material in any of its services and products, according to the license agreement. The main concern was that Getty Images’ visual material was freely accessible via Google’s image search. Copyright disclaimers on Getty Images graphics will now be more conspicuous, thanks to Google’s efforts.

Getty Images, Google Images Enter a Multi-Year Global Licensing Partnership

Google Removes Some Image Search Features

Google’s picture search has undergone a minor tweak. The Related Images option has also been removed, and you can no longer enlarge an image’s size from inside the search results. The “Visit” button, on the other hand, remains intact, allowing you to always place a picture in its proper context.

Google SearchLiaison is the source of this information.

Redefining the Canonical URL

Google has updated the section of their Support page devoted to canonical URLs. The search engine’s evaluation of canonical URLs has been clarified. What’s more, Google has verified that the “rel=canonical” tag is less significant to Googlebot than declaring canonical pages in your sitemap.

Consolidate Duplicate URLs is the source of this information.


NEWS FROM GOOGLE ADS

The Keyword Planner has a new look, as well as some new features.

The revamped Keyword Planner from Google AdWords now comes with a new bundle that includes a more user-friendly interface, wider keyword search, metrics, and campaign-efficiency predictions. The AdWords help website has further information on the new features of Keyword Planner’s redesigned interface. However, it is yet unknown which countries and how many people would be given early access to the new Keyword Planner to test it.

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The New AdWords Keyword Planner Appearance Appearance Appearance Appearance Appearance Appearance Appearance Appearance Appearance Appearance Appearance Appearance Appearance App

Auto Ads in AdSense are available to all publishers.

All publishers that use Google AdSense now have access to auto advertisements. Machine learning may now be used by any AdSense user for “smart” ad placement and content monetization. All you have to do is add ad code on each website you want to profit from, and Google will take care of the rest. The search engine behemoth will examine the structure and content of your website before displaying an appropriate ad on it. If you don’t like how machine learning is working out, you can turn off the ad code in your AdSense account with a single click, so there’s no need to delete it.

About AdSense Auto Ads; Introducing AdSense Auto Ads


Is Google Hangouts Chat the Next Slack?

All G-suite customers now have access to Hangouts Chat, a new corporate communicator from Google. In March 2017, Google split its Hangouts service into two different services – Chat and Meet – as you may remember. Hangouts Chat was designed for text-based communication, while Hangouts Meet was designed for videoconferences. Hangouts Chat was in beta for the rest of 2017, but it is now accessible to all users in 2018. Hangouts Chat is positioned as Slack’s major rival, with the ability to build channels and threads for any kind of conversation. Hangouts Chat has features such as expanded search, chat filtering, and, of course, connection with other Google products such as Calendar, Drive, and Hangouts Meet.

G Suite Offers New Ways to Help Teams Work Faster and Smarter

Site Speed Comparison and Impact Calculation Tools

Google unveiled Performance Scorecard at the Mobile World Conference in Barcelona, a new tool that enables you to compare your site’s page speed to that of other firms. The Speed Scorecard is based on data from Chrome User Experience, the world’s largest collection of website user interactions. In addition, Google developed a new tool called Impact Calculator, which enables website owners to understand how improving mobile site performance might affect their income.

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Source: Google Mobile Speed Scorecard: See How You Compare to Other Sites


Don’t forget to let us know what you think of the most recent Google News. Also, don’t miss out on the vital information in our next Search Marketing Scoop on Facebook Live, which will air in just two weeks! 

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