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Weekly News: Google News app will display non-AMP content

Google News app will display non-AMP content and send readers to publisher pages

As part of the page experience update, Google News will be displaying both AMP and non-AMP web content, the company announced in an email to publishers on Friday. The platform will also no longer render article text from RSS feeds in the Google News app; instead, it will send readers directly to publishers’ webpages.

AMP no longer required. “In the coming weeks the Google News app will improve its support for web content, displaying both AMP and non-AMP web content with more regularity from sites worldwide,” the company said in the announcement. 

The AMP framework was previously a requirement to be included in Google News. Now that Google has gotten rid of the requirement, the platform may be a more viable way to attract readers for publishers that didn’t adopt AMP.

“We’ll send readers directly to publishers’ web pages.” Google News will also no longer render article text provided via RSS feeds. As such, the platform is sending readers straight to the publisher’s content hosted on their own site.

Read more: Google News app will display non-AMP content and send readers to publisher pages

Google search terms report adds historical query data for impressions without clicks

“Still only providing reporting for terms that a significant number of users have searched.” Last year, Google used the following message to notify advertisers that it would limit search terms reporting: “We are updating the search terms report to only include terms that were searched by a significant number of users. As a result you may see fewer terms in your report going forward.” The new query data still only includes “terms that were searched by a significant number of users.”

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Additional data from February 1, 2021. The additional data shown in reports will be for queries advertisers received starting on February 1, 2021.

Reporting for historical query data will be limited after February 1, 2022. After February 1, 2022, historical query data collected prior to September 1, 2020, and that doesn’t meet Google’s “current privacy threshold,” will be removed from search terms reports.

“Most advertisers will continue to see most of their queries prior to Sept 1, 2020,” Naresh said, reiterating, “We are only removing historical queries that did not meet the new thresholds for search query reporting that we established in September 2020. We are removing this data as part of our ongoing effort to make our privacy thresholds consistent across Google.”

Read more: Google search terms report adds historical query data for impressions without clicks

Advertisers will now get more data in Google Ads

Google search terms report adds historical query data for impressions without clicks

As of yesterday, Google Ads will show advertisers historical data for queries that received impressions but no clicks in the search terms report for Search and Dynamic Search Ads campaigns, the company announced. 

“Historically, the report only ever showed queries that resulted in a click,” Pallavi Naresh, senior product manager at Google, told Search Engine Land. “We knew that advertisers wanted more data and we had to make investments in our tech stack to show this magnitude of data in Google Ads.”

Nevertheless, this new information could be quite useful for many advertisers. The additional query data could reveal what’s failing to attract the right audience. Advertisers can use this information to build out their negative keyword lists to improve their campaign efficiency.

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Read more: Advertisers will now get more data in Google Ads… sort of

Second annual Search Engine Land Award for Advancing Diversity and Inclusion in Search Marketing: Nominations open

Search marketing has a diversity problem. Older data from the American Marketing Association shows that most marketing leadership is still majority white, hetero, and male. Meanwhile, the audiences we’re marketing to are more diverse and inclusive than ever.

But it’s not one and done. Diversity, equity, and inclusion are ongoing efforts and something we need to commit to every day. This is why we’re excited to announce the second annual Search Engine Land Award for Advancing Diversity and Inclusion in Search Marketing to celebrate those individuals or organizations who are affecting real change.

We’re elated to announce that this year’s awards will include a guest judge, last year’s winner Areej AbuAli, a pillar in the SEO community and the founder of Women in Tech SEO.

Read more: Second annual Search Engine Land Award for Advancing Diversity and Inclusion in Search Marketing: Nominations open

How to drive the funnel through content marketing and link building

Businesses turn to content marketing because it can be an effective method for building brand awareness and guiding customers through their sales funnel. Yet, many have been unable to capitalize on their content marketing initiatives because they haven’t covered all aspects of the customer journey, didn’t keep track of their assets and wasted resources on duplicate content, failed to create unique content or were simply unsuccessful with their outreach efforts.

Understanding the customer and mapping their journey

Your content should exist to serve your brand by serving your audience — that should always be at the center of your planning and execution. “It isn’t so much about what you want to tell your audience; it’s what you understand they want to learn and what’s going to be helpful for them to learn more about your solutions and/or about your industry as a whole”.

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What audiences typically search for at each stage of the funnel “We tend to see informational queries when someone is in their awareness phase,” she said, providing the following examples of questions a consumer at the top of the funnel may be asking: “What are the options available to me? What are people saying about those options? How are other people in the market feeling about the information that’s put forth by this organization?”

Cut down on wasted resources by managing your assets. Taking and maintaining an inventory of your existing content helps you understand what assets you already have at your disposal. This can minimize resources wasted on duplicate content by, for example, helping you distinguish what assets can be updated versus what needs to be created from scratch. “Also, knowing what you have allows you to see the gaps and where your editorial calendar can go in the future,” Sangenito said.

Injecting your brand and goals into the content. Brand and market insights can inform how you actually create the content and, consequently, help to shape what that content does for your business: This is where you can insert your brand’s guidelines to ensure a consistent tone across your content marketing. You can also address topical issues in your industry, differentiate your offerings or tailor your content for a specific purpose (like social sharing), for example.

Read more: How to drive the funnel through content marketing and link building

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