Copywriting Blog

Google has just rolled out CPM bidding by viewable impression in AdWords, earlier last week. CPM bidding means that you pay based on the number of ‘impressions’, or times that your ads have been shown, that you receive on the Google Display Network. Advertisers using display bidding will only be charged for the ad impressions that are viewed in-screen by users, as opposed to the traditional ‘served impression’ basis. Served impressions are recorded by ad servers and are counted, regardless of whether the ad itself has been fully loaded and viewable to the user. To go along with the move away from served impressions, Google has also delivered new reporting metrics, powered by Active View (Google’s viewability measurement solution) that will affect SEO. All campaigns, even ‘remarketing ones’, can now engage in viewable CPM bidding on the Google Display Network....

Google’s Spam Search Division has announced that Google no longer operates the 100-links-per-page Webmaster guideline. The guideline was actually dropped before 2008. However, SEOs and webmasters are apparently under the impression that having over a hundred links on their pages would effectively lead to a penalty from Google. Originally, this was because Google used to index only 100 kilobytes of a page. In accordance with this limit, they assumed that 100 links would fit. If there were more than 100 links, there would be a chance that the page would be too long: Google would then shorten the page, instead of indexing the entire page. This is no longer true. There are many sites that have hundreds, if not thousands of links on their homepages, doing so without incurring penalties from Google. It looks like Google is taking a case-by-case approach with penalising particularly spammy sites. If a site isn’t legitimate and contains thousands...

Linked in has announced that it has added a new feature called Showcase Pages, that will help companies improve engagement with customers and also convert them into potential hires. It has been designed to be an extension of company pages. The big draw of Showcase pages is that they will allow companies to customise content on their Brand page in order to appeal to their selected audience. In addition to this, Linkedin has also added analytics, so that brands can track follower growth and other useful metrics.  Brands can now create custom pages for any of their brands. For example Virgin, will be able to have multiple brand pages for Virgin Media, Virgin Records etc. There is no cost to set up these pages and they are open to every business. Adobe, Cisco, Microsoft and HP are all now participating. As with all Linkedin pages, users can subscribe to that page in order...

Following a recent campaign by the British government, Google and Microsoft have agreed to roll out a set of measures designed to make it harder for offenders to find child abuse images online. This development comes some months after David Cameron’s interview with the BBC where he spoke of the “depraved and disgusting” terms that it is possible to search the web and which, some would say, the major search engines have done little about until now. The new measures include the introduction of new algorithms aimed at blocking approximately 100,000 search terms. Warnings will also be displayed to searchers stating that child abuse imagery is illegal. With Google and Microsoft accounting for 95% of online search traffic this marks a significant step forward in the battle against online child pornorgraphy. The Internet Watch Foundation, a body that seeks out abusive images and works to block them from public view, will take a leading...

Last month Google announced its new section within Webmaster Tools called ‘Security Issues’, the purpose of which is to help website owners become more aware of security threats such as hacking and malware. After communicating the security issue at hand, the new section will go on to provide the owner or SEO manager with a detailed method of fixing the issue as well as submitting a review request. This new security section will allow website owners to find more information about the security threats your site faces, all in one place. It will also enable you to pinpoint security problems swiftly, with the help of code snippets. Additionally, you’ll be able to request reviews for all security issues in one go. Some of the threats that the new section will help you combat include malware code injection, error template injection, SQL injection, content injection for spam and more. After seeing the threat highlighted in...

At the Mesh Marketing conference held in Toronto on Thursday, marketer Ann Handley reminded attendees of the importance of high-quality content. “One of the tenets from my journalism school days is this: no one has to read this. My professors were always telling me, yes, you technically get a paycheque from the newspaper, magazine, or publication. But ultimately, you are serving the reader,” Handley told an interviewer. The sheer volume of content shared online means that audiences can afford to be picky about what they spend their time reading. Uninspiring, mediocre content will not stand out from the competition, and does not compel site visitors to return. In her book, Everybody Writes, Handley discusses the importance of creating content that appeals to the reader. Marketers would often prefer to talk what they find interesting — usually, their brand — but a reader-centered approach is almost always more effective. In her book, Handley recommends keeping...

Traditionally, webmasters have always believed that the more pages your website has, the better it bodes for your Google rankings. A larger website with more pages indexed within it would be able to capture a hefty amount of long-tail search traffic from visitors to the internal pages. Last month, Matt Cutts, head of Google’s Webspam division, stated that, a website with a larger number of indexed pages wouldn’t actually automatically rank higher than others. This extinguishes the belief that simply adding extra pages to your site would boost its rankings over smaller sites. On the other hand, a larger site will always generate more traffic, despite its Google ranking. This is because each individual page will rank for its own set of search queries, which will increase the opportunity for extending traffic. Cutts was keen to remind webmasters that links make the biggest contribution to a website’s ranking, and larger websites often have more...

‘Virality’ is the key aspect of any video advertising campaign today. When your video ‘goes viral’, this means that your content has become exceedingly popular through online sharing in a very short period of time, whether it’s through video-hosting platforms like YouTube, or social media websites like Twitter or Facebook. The future of viral video has more surprises in store for us, no doubt, particularly because of high-efficiency video coding (HEVC) being just around the corner. This new coding will allow us to load ten-minute videos in just ten seconds; combined with new, crisper resolution in the coming year, it’s clear that we have a lot more to look forward to. In the meantime, let’s take a look at some of the cream of the viral video crop for 2013 so far. Evian: ‘Baby & Me’ Evian’s ‘Baby & Me’ advertisement, part of their Live Young campaign, generated 29 million hits in just five days,...

The latest Google Webmaster help video from Google’s renowned engineer, Matt Cutts, discusses how and where webmasters should concentrate their SEO activity. Many website owners lack know-how when trying to move up the ranks in organic search results and are unsure as to whether they should spend more time trying to generate leads from social media or PPC. Another source of confusion for even the savviest of SEO experts is the constant change in Google’s algorithms. Cutts addresses this directly, stating that Google will continue to update its algorithms as it constantly needs to find new ways to deal with spammers as they are always adapting and trying to find holes in Google’s network. He went on to say that instead of trying to crack the Google search algorithm, webmasters could spend their time a lot more wisely by trying to make a fantastic site that creates the best experience for the end...

Google has sent waves across the SEO industry by announcing a bunch of exciting roll outs. Although many are nervous about the game-changing because of fundamental alterations by Google, others are thrilled at the new opportunities that will be made available. Keyword Reporting As a move to bring extra protection to internet users, keyword data that was previously provided to site owners were eliminated, with all searches happening on encrypted servers. While this sounds highly alarming for those involved in SEO as well as businesses whose life-spans are dictated by keyword rankings, the truth is that the move brings a brand-new lease of life. This will now force digital marketers to make more of an effort with content and social media, Instead of relying on keywords. High-quality content and increased social media engagement will be the name of the game. Hummingbird This is a major change and the result of 15 years of work and research,...