30 Days In Search: SEO & SEM News-Recap of November 2019
2019 is slowly coming to an end – but the updates won’t stop. November marked another month full of new features, reports, changes, and improvements. If you had no time to catch up yet (cause of the Black Friday madness – we know), we’ve got you covered in our SEO & SEM November news recap.
Two New Reports On Search Console: Page Speed and Product Rich Results
November 4, 2019
Google has finally added the Page Speed report to Search Console and made it publicly available, after months of testing. (Back in May 2019, Google already started testing the Page Speed report on Search Console). With the new Page Speed report you can now see the speed performances of your site directly from Search Console, and understand which URLs are performing “fast”, “moderate”, and “slow” in terms of speed. Within the report, you can find the causes of the performances and learn how you can optimize your pages to solve the issues.
You’ll find the new speed report under the ‘enhancement’ section on Google Search Console. You get both insights on mobile and desktop speed; and by clicking “open report” on the right side, you will dive deeper into the pages to learn more about the performances. (On Search Console the report still shows as “experimental”, meaning: “it’ll be revised and improved upon over time”).
(For more detailed information on how to read the Page Speed report, check our blog post (> section 14).: https://kubix.digital/blog/org..)
November 20, 2019
The second report Google Search Console has added in November is the report on Product Rich Results; from now on, you can see how your product results are performing on Google Search. The number of impressions, clicks, CTR, and the average position are the metrics you can track over a given period, can be further segmented by device, geography, and queries.
If your website is eligible to show up for product results, you can find the new report under the ‘search appearance’ tab, in the ‘performance section’.
YouTube Ads & Ad Extensions Updates
November 5, 2019
The popular ad extensions for search ads are now also coming to YouTube Ads. The new YouTube ad extensions include location extensions, lead form extensions, and other calls-to-action, and will be shown directly under your YouTube video ad. (With sitelinks currently in beta-testing).
At the moment you can set up the call-to-action extensions for TrueView in-stream and non-skippable video ads – later on this year, also for bumper ads. The YouTube ad extensions can be set up via Google Ads, in the extensions tab.
November 6, 2019
Google’s shopping ads are displaying on YouTube! On the YouTube home-feed and on the YouTube search results, you’ll now see shopping ads popping up. By showing the shopping ads on YouTube, Google wants to make “YouTube more shoppable” and extend the reach of your shopping campaigns.
If you’re already using Shopping Campaigns and you are opted-into YouTube on Display Network, your shopping ads are eligible to show up on YouTube.
Google November 2019 Update
November 7, 2019
As of the last 4 updates, Google informed the community that an update was underway. However, the November update came as a surprise. About that, Google shares the following: “Some have asked if we had an update to Google Search last week. We did, actually several updates, just as we have several updates in any given week on a regular basis. (…). If we don’t share about them, there is no particular actionable guidance to follow nor changes to make other than to keep focused on great content as we’ve advised generally”.
Especially the websites belonging to the travel, food/recipe, and health sectors said to be affected by the update, seeing a drop in traffic and rankings. (Note: when there is an update, Google never targets a specific industry).
Almost a month later (yesterday, December 3rd), Google finally confirmed the update; calling it the ‘November 2019 Local Search Update’. What actually happened, was that neural matching was added to local queries, meaning Google now “can do a better job going beyond the exact words in business name or description to understand conceptually how it might be related to the words searchers use and their intents”.
Google Adds ‘Combined Audiences’ Targeting Option For Search Campaigns
November 16, 2019
By using the ‘OR’ and ‘NOT’ directives, you are able to target multiple audiences (OR) and exclude certain audiences (NOT) to your campaign. But now, Google has also added a third option: ‘AND’.
With the ‘AND’ directive, you can specify that your ads only show “to users who are in two or more specific audiences”; with the ‘AND’ directive, you can combine audiences. For search campaigns, this would mean that when users meet both audience criteria and search on specific campaign keywords, only then they would see the ad. This also means that you can show special messages to certain audiences. The audiences you can layer include in-market, affinity, demographic, and remarketing.
“For example, let’s say you are targeting your ad to outdoor enthusiasts (affinity audience) or people looking to buy a car (in-market audience). With combined audiences, you can now intersect the affinity audience with in-market audience and target the ad for your SUV to outdoor enthusiasts who are also looking to buy a car. Without combined audiences, you would also show your ad to people who are outdoor enthusiasts and not in-market for a car or people who are in-market for a car and don’t like the outdoors”.