{"id":1446,"date":"2016-09-30T12:13:01","date_gmt":"2016-09-30T12:13:01","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/2016\/09\/30\/six-most-important-search-marketing-news-stories-of-the-week\/"},"modified":"2020-03-16T17:49:21","modified_gmt":"2020-03-16T17:49:21","slug":"six-most-important-search-marketing-news-stories-of-the-week","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2016\/09\/30\/six-most-important-search-marketing-news-stories-of-the-week\/","title":{"rendered":"Six most important search marketing news stories of the week"},"content":{"rendered":"

Welcome to our weekly round-up of all the latest news and research from around the world of search marketing<\/a> and beyond.<\/strong><\/p>\n

This week we\u2019ll mostly be talking about Penguin 4.<\/p>\n

What do you mean you haven\u2019t seen the first three? Well don\u2019t worry, I\u2019ll bring you up to speed. In the first instalment, a terrible tragedy befalls a young penguin at Camp Crystal Lake while the teenage camp counsellors weren\u2019t paying attention.<\/p>\n

Then 21 years later, the Penguin returns\u2026 hang on I may have the wrong Wikipedia tab open here\u2026 I\u2019ll get back to you.<\/p>\n

Penguin 4.0 news round-up<\/h2>\n

As Google confirmed last Friday, Penguin 4.0 is now being rolled out<\/a>. The spammy link punishing update now works in real-time and will only penalise offending webpages rather than the entire domain.<\/p>\n

Penguin recovery time:<\/strong><\/p>\n

It seems Penguin recoveries are happening right now, as Google\u2019s Gary Illyes confirmed on Twitter\u2026<\/p>\n

\n

@atmoore81<\/a> it’s happening as we speak. or tweet. it will take a few more days to finish that part<\/p>\n

\u2014 Gary Illyes (@methode) September 28, 2016<\/a><\/p><\/blockquote>\n

It\u2019s also worth noting that Penguin 4.0 has been coming together gradually over time, with the main component rolling out on the 23rd.<\/p>\n

\n

2\/? @rustybrick<\/a> we choose that announcement date because it’s just hours away from the most noticeable part’s launch time. In fact we said..<\/p>\n

\u2014 Gary Illyes (@methode) September 28, 2016<\/a><\/p><\/blockquote>\n

Expert view on Penguin 4.0<\/strong><\/p>\n

This week we talked to a few SEO practitioners to get their expert views on Penguin 4.0.<\/a> and for some advice for those who wish to avoid being affected by Penguin.<\/p>\n

Kevin Gibbons:<\/strong> Focus on building a brand, not links. Aim to tell your story via content, data-driven analysis and knowledge \u2013 and amplify to a targeted audience via multiple channels; social media, paid search, digital PR etc\u2026<\/p>\n

Gerald Murphy:<\/strong> Data analysis is even more important to SEO. This most effecient way to analyse this update is to breakdown links by category, sub category, and page level, and then compare this with data, such as, visits, average blended rank, and revenue, for example.<\/p>\n

Nikolay Stoyanov:<\/strong> Forget about shortcuts in SEO! There aren\u2019t any. The only way to stay on the safe side and secure your brand, visitors and sales is if you do white hat SEO. Write well researched and useful content and build quality links to it.<\/p>\n

Just 36% of people entering the tech industry are women<\/h2>\n

As Luke Richards reported this week, the technology industry is lagging behind many other sectors when it comes to the proportion of women taking up entry level positions.<\/p>\n

McKinsey\u2019s report, Women in the Workplace<\/a>, surveyed 132 companies which collectively employ more than 4.6m people. It shows that while 75% of CEOs in corporate America are saying gender equality is a top ten priority, tech is still woefully behind.<\/p>\n

\"women<\/p>\n

More online product searches start on Amazon than Google<\/h2>\n

As reported by Graham Charlton this week, Amazon<\/a> is beating Google for product searches.<\/p>\n

The second annual State of Amazon study by BloomReach<\/a> found that 55% of consumers start their online product searches on Amazon, compared to 28% who opt for a search engine.<\/a><\/p>\n

The survey of 2,000 US consumers found that Amazon\u2019s share of the action was up 11% year on year, and the figures down for search engines <\/a>and other retailers.<\/p>\n

\"amazon<\/p>\n

Google AdWords introduces cross-device remarketing for TV ads and offline sales<\/h2>\n

Google AdWords has released a new product designed to \u201cclose the loop between TV and digital\u201d with Brand Lift.<\/p>\n

According to the AdWords blog post<\/a>, Brand Lift will be able to show marketers how TV ads increase Google and YouTube searches for brands compared to YouTube<\/a> campaigns.<\/p>\n

\"updated-tv-lift\"<\/p>\n

There\u2019s little to set up, you just need to be running Brand Lift on both your TV campaign and YouTube campaign, and Google will report the searches for your brand.<\/p>\n

Google is also introducing location extensions<\/a> and store visits measurement for the Google Display Network to help marketers \u201cclose the loop between online ads and offline sales.\u201d<\/p>\n

As people browse specific websites or interact with their apps, brands will be able serve ads that show a business address, Google Maps directions or photos.<\/p>\n

AdWords announces improved remarketing lists for search ads (RLSA)<\/h2>\n

In a busy week for AdWords, the paid search platform has announced<\/a> improvements to RLSA to give you more flexibility on how you adjust search ads, bids, and keywords.<\/p>\n