The all-seeing eye that is Google impacts every area of our online existence. Whilst Google’s intervention unlocks a number of positives for both businesses and browsers alike, its domination – Google has a whopping 72.21% search engine market share compared to Bing’s rather lacklustre 7.72% and Yahoo!’s measly 4.60% according to recent stats – means there is simply no escape when Google decides to introduce one of their updates.
As a web design specialist and business owner, we make it our mission to keep a close eye on the latest updates so our clients don’t have to. In this blog post, we take a closer look at what the latest Google enforced game changers could mean for businesses and the marketers that represent them.
The HTTPS update
We recently wrote an article on the impending HTTPS encryption update, and with July (the deadline for its implementation) now firmly behind us, now couldn’t be a better time to give the details another airing. HTTPS warnings are now in effect which means non-HTTPS websites that don’t have the right SSL certification in place will now display a pop-up warning marking them as “non secure”. Don’t let new and existing customers be deterred from using your website, upgrade from HTTP to HTTPS and obtain the SSL certificate you need to secure your site.
The PageSpeed algorithm
These days a speedy website is something browsers expect but this wasn’t always the case. Google has made the need for speed a requirement to ensure websites deliver the super-fast load times and responsiveness browsers need to embrace an even better, faster web experience. Updates over the last several years have prioritised user experience. In fact, it was back in 2010 when Google announced desktop page speed would be a ranking factor, with poor load times and bad experiences sure fire ways to land your website in the deepest, darkest depths of search.
Fast forward a few more years and Google now uses mobile page speed as a ranking factor. A fact that makes improving slow load times important not just for user experience but for your website’s ranking and visibility.
The Google Ads merger
Previously AdWords, Google Ads is now an arsenal of effective advertising tools. With a view to simplify the complexity of digital advertising, Google Ads now consists of the products businesses need to successfully advertise their products and services across a range of Google platforms. The merger has also resulted in the introduction of various new products, with Universal Apps Campaigns, Goal Optimised Shopping, Automated Bidding and Dynamic Search Ads now revolutionising how businesses promote themselves using Ads. Smart Campaigns is another newbie in the Ads family. The tool has simplified advertising through the automation of ad creation and delivery based on key audience signals like behaviour, location and device usage.
Familiarising yourself with the new Google Ads set up and its automated tools is a must for ensuring the time you spend advertising is spent well.
I hope you found that useful and as always, if you want a chat about anything in this article, please get in touch.
Article written by: