In the week following the rollout of GDPR and, hopefully, the end to those countless emails from companies begging for our consent to be emailed, we thought we’d focus on something that wasn’t related to privacy policy updates and opting in. Instead this week we’ll be looking at Google and three of their biggest changes to their search engine and how it will affect you over the coming months.
Firstly, if you haven’t done this already we suggest you make it a priority, Google Chrome has made its final push to get websites to move from HTTP to HTTPS (Hyper Text Transfer Protocol Secure). Websites without this secure protocol will be penalised by Google in the search ranking from June onwards, before non-compliant websites are completely removed in October 2018. The purpose of having a secure protocol is to ensure that user data between the website and the browser are secure. Having this security is paramount in this day and age and failure to comply could result in data breaches – eek!
The next major change we want to highlight is the updates to Google AdWords, in particular, the introduction of parallel tracking. Parallel tracking loads both a webpage and the ad’s tracking URL separately in order to decrease web page loading times. You can manually make the switch now, but by October 13th, all AdWords accounts will be moved over to this method. This is part of Google’s big push towards page loading times, especially on mobile devices where there are the longest loading times and the highest number of daily searches.
Finally, and these are by far our favourites, are the updates to Google Trends. What’s immediately noticeable is the new look which, similarly to Google AdWords is both simplified and a little more colourful but it’s the new features that have really made us excited!
These include:
  • Trending searches can be broken down into now, minute-by-minute and daily.Data visualisations and news stories curated from the News Lab team.
  • Infographics to compare searches (such as a colour intensity map showing searches compared by country).
  • Year in Search dating back to 2001 to see the most popular searches and how they have developed over time.
These are all well and good but what does that mean for you?
The trending searches, which you can track through an RSS Feed or Email notifications, will allow you to see the most talked about news and developments from your chosen country. With this, you’ll be able to create and curate more reactive content allowing you to remain relevant and dynamic, traits which are often lost if you rely too much on a pre-planned content calendar.
Data Visualisations and Infographics are designed by Google’s News Lab and by it’s own algorithms and will really help you to identify overlapping trends and, in turn, help with predicting future trends and make more informed decisions that can be applied to keyword planning, SEO and AdWords, on top of inspiring your upcoming content.