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Search Marketing Update: Authorship Answers, AdWords Paid & Organic Report, and Sitelink Management


Search engines make it easier for consumers to find the products and services they need. Just think, how many times in the last couple of months have you used a search engine to find a reputable health insurance company, a nearby coffee shop, or someone to help you fix your toilet that constantly runs?

Google is always looking for ways to make search easier for users, and Elasticity aims to incorporate these changes in your business’ search marketing strategy. For instance, our last search marketing update told you about new Google+ local reviews, specifically how to consider these updates when trying to optimize your local listings.

This update will give you a better understanding of Google authorship, new AdWords paid vs. organic reports, and sitelink management.

Answers to Authorship

Authorship is a way for businesses to link their content – blog posts, publications, and resources – with their employees’ Google+ profiles.

You’ve probably seen organic search engine listings with the little headshot next to the result. These listings are leveraging Google Authorship, giving the author more real estate in search results, more authority as a thought leader on the subject, and more traffic from clicks.

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Your page qualifies for authorship if it’s mostly authored by a designated person, meaning that it carries a byline with a single author – not an aggregated page of all the articles by certain author. A lot of companies might consider using their mascot or logo for their Google+ page that ties to authorship. Don’t do this. Google prefers to feature a human, so use the person who actually wrote the article.

Google provides a rel=author tag that tells them who the author of the article is, through your Google+ page. Some publishers and authors get confused between the author tags and the rel=publisher tag which is designed to help publishers identify a publication with content. The two are completely separate from one another. Plus, publishership doesn’t really do much at the moment.

For more information on authorship, we encourage you to check out Google’s guide to authorship.

AdWords Paid and Organic Report

A couple weeks ago, Google rolled out a new report in Google AdWords that gives paid search marketers the chance to see query performance across the Google search landscape.

You’ll see keyword performance for when an ad was shown, when an organic listing was displayed, and when both ad and organic results were shown. Click and impression data is listed side-by-side which makes it easier to analyze how paid and organic perform in comparison to one another.

To see this report, you need to have a Google AdWords report but don’t necessarily need to be running ads. If you already have one, go to one of your existing campaigns and click the Dimensions tab. If you already have one or more sites linked from your Webmaster Tools account, the table will show statistics for the selected date range. If you don’t have sites linked yet, visit the Linked Accounts section under My Account in the primary AdWords navigation.

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The organic data gets pulled from your Webmaster Tools account, so business owners that aren’t using Google Analytics can still use this report.

What to look for here? You know you have good and relevant ad copy when your CTR (click-through rate) is higher, but this metric could depend on keyword competitiveness, your targeting options, and how much you’re willing to spend. Of course, it’s always a good thing to see your organic stats perform better than your paid ones since you’re not being charged for the clicks.

AdWords Sitelink Manager

AdWords Sitelink Editor is a free desktop application that lets you manage your AdWords campaigns without being logged in to your AdWords account. Most recently, Google released update version 10.2 that includes several feature updates, the most significant being upgraded sitelink management.

Sitelinks in paid search marketing are extensions of traditional PPC (pay-per-click) ads. They give you the opportunity to showcase several different parts of your site, like specific services or products that you offer. Now you can manage these sitelinks with the ability to include additional details for each sitelink. Previously, users would only see links to specific parts of the site, without additional details of what they can expect when they click that particular link.

sitelinks

The new available functions according to Search Engine Land include the ability to:

  • View and manage sitelinks and settings, including device preference using the new “Sitelinks (upgraded)” tab.
  • Add, edit, or remove sitelinks at the campaign or ad group level.
  • Copy and paste upgraded sitelinks between campaigns or ad groups.
  • Include upgraded sitelinks in imports and exports.

Google also announced that all extensions must be moved from legacy to enhanced by September 23. After that, Google will automatically update or delete any legacy extensions in AdWords accounts.

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