A huge part of being successful in digital marketing is being constantly aware of upcoming trends and changes in the industry. That’s why we began 30|30 — our monthly webinar series breaking down updates in the search marketing industry in the last 30 days in 30 minutes.
In the November edition, we discuss:
- UPDATE FROM LAST MONTH: Facebook launches “Reactions” (we discuss this in last month’s post here)
- Wix Websites Falling Out Of Google’s Index
- Google Search For Accelerated Mobile Pages (aka AMP-Enabled Search)
- Google No Longer Supporting AJAX Crawling Scheme
- Google Introduces Machine Learning AI “RankBrain”
- Real-Time Penguin Update Will Happen By The End Of 2015
Read below for more details. And don’t get left behind — stay informed and sign up for next month’s webinar here!
1. Google May Stop Crawling Wix Websites
Wix is a powerful and pretty easy website builder. Unfortunately, Google has recently stopped crawling and indexing sites built on this platform.
This is an unfortunate bug on Google’s end and there is no reasoning behind it. Though, it may have something to do with the fact that Wix uses AJAX, which Google has stopped supporting. While this is an odd and rare occurrence for Google, the real losers here are the small businesses that rely on these sites to conduct their business.
Google is working on a fix right now. But until then, websites will continue to fall out of indexing.
2. Accelerated Mobile Pages is the New Mobile Search
If you’ve ever used Facebook, you’ve noticed that Facebook has an Instant Articles feature. The Accelerated Mobile Pages (AMP) project is very similar.
AMP is a way for publishers to deliver web content on mobile devices much faster than traditional search and is likened to Facebook’s Instant Articles & Apple’s Apple News.
So when you search for news on mobile, a carousel appears with news headlines. Once you click on an article, there’s no load time because Google has cached versions of all these pages. Google is able to instantly serve that content to users.
Though it’s only in test, AMP could be the future of mobile search. Check out more details of how you can use it here.
3. Google May No Longer Support AJAX Crawling Scheme
Bad news for AJAX sites. Google is now suggesting that you build your site using the “principles of progressive enhancement”.
Technically, Google is still supporting any sites built in AJAX, but it probably won’t be for long. Google abandoning anything is never a good sign for their on-going support of a technology.
Google’s solution: If your site is built using AJAX, you will most likely have to re-build it in something else in the near future. Their suggestion is progressive enhancement.
4. Google Releases “Rankbrain”
Google has released a machine-learning artificial intelligence entity within its ranking algorithm (Hummingbird) called RankBrain.
Google has confirmed that since RankBrain has been rolled out, it has become the “third-most important signal contributing to the result of a search query.” A top three ranking factor is something you need to pay attention to.
This is a new way for Google to process queries. With RankBrain, Google will become more human and start understanding searcher’s intent, which means you need to focus less on the keyword, and more on the bigger picture. Read more here.
5. The Next Penguin Update Will Happen by the End of the Year
Google has confirmed that the real-time iteration of the Penguin algorithm filter will be live by the end of 2015.
For those who don’t know, the Penguin filter on Google’s algorithm is responsible for targeting and eliminating sites using backlink strategies that fall outside of their guidelines. But it has always required manual data pushes. So if you got hit, you had to wait the year to see if any efforts you had done in that time period would work.
Now, you’re going to start seeing those benefits in real-time. It’s going to be able to find the work that we’re doing on a day-to-day, week-to-week, month-to-month basis. This move to real-time is a really big deal and affects everyone.