26 August 2014 - Issue #644
latest issue of the Search Engine Facts newsletter.
Google announced that all exact match and phrase matched words will be
treated as ‘variation’ or ‘near’ match starting in September. What does
this mean and how will it affect your Google AdWords campaigns?
In the news: mobile pages don't lead to duplicate
content problems, negative SEO and Google, new ad management tools for
AdWords and Bing ads, more about HTTPS as a ranking signal, and more.
Table of contents:
We hope that you enjoy this
newsletter and that
it helps you to get more out of your website. Please pass this
newsletter on to your friends.
| 1. How will Google's 'near match' change affect
your AdWords campaigns?
announced that all exact match and phrase matched words will be treated
as ‘variation’ or ‘near’ match starting in September. What does this
mean and how will it affect your Google AdWords campaigns?
What exactly will Google change?
In a blog post, Google announced
that it will no longer be possible to bid on exact match and phrase
match keywords without including keywords that are very similar to the
Is this a good change or is there a downside to it?
According to Google, more than 7% of Google searches contain a
misspelling. For example, if you advertise for the exact match keyword
"kid scooters", Google will show your add for the search terms “kid
scooters”, “kid’s scooter”, or “kids scooters”.
Until now, 'exact match' meant that the ad was only shown for "kid
scooters" and not for the variations.
Of course, the official Google statement is
that this change is great and that you will get many more clicks with
This change affects exact match and phrase match keywords
This also means much more money for Google and it's unclear whether the
variation keywords will have the same conversion rate at the initial
It's clear that this change will be beneficial to Google but it might
not be benefit all Google AdWords users.
As explained above, Google will show your exact
match ads for more keywords. This also happens with phrase match
For example, if you advertise for the phrase match keyword "brown
shoes" then your ad will be shown for the searches "buy brown shoes",
"brown shoes shop", "brown shoes are crap", "my girlfried hit me with
my brown shoes", etc.
When Google activates the near match change in Septemer, your add will
be shown for many more variations, which means that you wil have much
Unfortunately, there's not much that users can do against this change.
You might consider changing your phrase match keywords to exact match
keywords. Google won't add too many unwanted additional keywords to
your accoun then.
Further information on how to improve your Google AdWords ads can be
found in the step-by-step instructions of the SEOprofiler manual:
your AdWords ads
contents - Visit
Search engine news and articles of the week
| Google's John Mueller: don't worry about duplicate
content from mobile pages
"You don't have to worry about duplicate
content -- definitely not when it comes to mobile versions when they're
In your case, you're using the same URLs anyway, so that wouldn't be an
issue anyway. Serving different HTML for smartphone users is fine (we
call it "dynamic serving" in our docs).
Our main recommendation in this case is to use the 'Vary' HTTP header
so that the pages don't get cached in one or the other format (so that
desktop users accidentally end up with the smartphone version, or
Has Google created a platform for negative SEO
"I was shocked last week when I read a letter
posted online, threatening a business with ‘negative SEO’. [...]
Google’s canned response to use the disavow tool shows that however
popular and fantastic the search engine is, it’s still far from perfect.
Whilst it’s helping to clean up spammy results with link algorithms the
system can still be very easily played by people with far too much time
on their hands – a worry when it says that a poor link profile can
indeed hurt your search rankings."
Editor's note: you can delete bad links
that point to your website with the link desinfection tool in
Google: new tools for managing AdWords at scale
"We’ve rolled out new bulk editing features
that help you update your settings across your campaigns quickly and
easily in the AdWords interface. Since updating your settings is an
important but time-consuming task, the new bulk editing features let
you make these changes at scale in just a few clicks, even across
hundreds or thousands of campaigns."
Is it worth it for
webmasters to switch to HTTPS in light of Google's recent announcement?
"If you’re running a blog, brochure site, news
site, or any sort of information site where users don’t provide you
with any personal information, I would recommend not using HTTPS. It
costs money; it takes resources to implement; it slows down your site;
it’s not needed; and it won’t hurt your rankings.
Long story short: if you make the switch, do it for the users and not
because Google said it’s a ranking signal, because it really isn’t."
New features and
enhancements in Bing Ads editor v10.5
"V10.5 sports a host of new and enhanced
features designed in response to your feedback, like an all new
negative keyword library, 15-minute ad scheduling, and ZIP code
targeting. We’ve also further refined the advanced sync, import, and
Search engine newslets
- Google's search app now supports more than one language at once.
- Google asked
to remove 1 million pirate links per day.
- Google’s 2013 mobile search revs
were roughly $8 billion.
- The 8 worst predictions about Google.
SEOprofiler is a full
web-based SEO tool that offers everything you need to get high rankings
- automatic weekly website audits
- tools for keyword research and analysis
- competitive intelligence tools
- automated ranking checks
- website analytics
- tools for spam-free link building
- link disinfection tool
- social media monitoring
- white-label reports (web-based and PDF)
- and much more.
Create a free
trial account now or test
the full version.
Back to table of
contents - Visit
2014 Axandra GmbH, Nordring 21, D-56424 Staudt. Managing directors:
Andre Voget, Johannes Selbach, Amtsgericht Montabaur, 6 HRB 6339. Publish
newsletter articles on your own website.
INFORMATION: You're receiving this
newsletter because you (1) subscribed to it at our home page or (2) in
our software programs or (3) because you submitted your website URL to
AxxaSearch.com. If you don't want to receive this newsletter click here.