How are you adjusting to the time change? The ride home is certainly darker these days…but it makes for cozier evenings, so that’s a plus. Here are the topics that we’re talking about here at DBE this week:
- As promised in last week’s briefing, here’s our current take on Google’s SEO update BERT: BERT (Bidirectional Encoder Representations from Transformers) is a positive step in matching a searcher’s “intent” to results pages with the most relevant content. It is reported to initially be impacting about 10% of Google searches and the longer tail searches at that. In other words, the machine-learning aspect needs more words to infer the context of the search. From an SEO perspective, long tail searches typically have low search volume, so we tend to optimize for the shorter and broader search queries that have the most impact on organic search volume. And as DBE’s approach to SEO has always been designed to align keyword intent with relevant content, we only see upside to this update for our clients.
- In a deal slated to close next year, Google has announced it’s buying Fitbit. Will you have ads on your arm? We’ll see, as the new head of health policies and strategies at Alphabet (Google parent), Robert M. Califf, begins to spread his wings. Here are the details for now.
Do Good Spotlight: Environmental Defense Fund
Since 1967 the EDF has been working to protect the environment through a series of initiatives teaming conservationists, scientists, and law makers. The organization scores 4 out of 4 stars with Charity Navigator and its relentless work to keep our air, water, wildlife, and natural systems safe has prompted us to donate to the EDF this week. You can learn more about this organization here.
- Also from MediaPost, Pinterest continues to disappoint investors and claims marketing is more focused on current customers than acquiring new ones. Here’s the rest and why it matters.
- Google’s updates to its Merchant Center are important for all sites selling products. New features include automatic image corrections (you’ll need to review them to ensure you agree with the changes), and the opportunity for product info to be shown outside the Shopping Ads. Lots of info in this good read In Search Engine Land from Ginny Martin, Third Door Media’s Editor-in-Chief.
Thanks for reading. Enjoy the rest of the week!