Search lately issue 150

ISSUE 150 – 29th August 2014 ‘Pure’ Exact Match Type Is No More A while back now Google introduced an option to target close variants to keywords in an account, such as plurals and misspells, which was designed to forgo uploading thousands upon thousands of similar iterations of a given keyword. As of the end of September, targeting close variants will become standard practise and not an option, as Google have found that the overwhelming majority of advertisers (97%) are opted in and say that the positives outweigh any drawbacks. One concern expressed on the part of advertisers, is the possibility of their ads appearing against irrelevant queries that are very different in meaning, yet very similar in typing. The obvious solution to this would be to run more query reports and add the relevant negative terms, with the upshot being the time spent doing this would in theory replace that spent uploading all those plurals and misspells! In the long run, as with many seemingly dramatic changes to AdWords targeting options, advertisers will adapt to the change (where not opted in) and focus more on the strategy and bid management that will have a greater effect on performance in any case.

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Google To Give Ranking Boosts to Secure Sites Google recently announced that it will give a slight ranking boost to HTTPS sites, in order encourage webmasters to migrate their sites from HTTP to HTTPS. This ranking signal is run in real-time, which means as soon as Google indexes your site, a tiny ranking boost will immediately be seen due to the HTTPS URL. It’s important to note that your rankings won’t jump up but overall there will be a small boost in the ranking algorithm. But Google has said this is a “very lightweight signal note” which “carries less weight than other signals such as high quality content.”

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