tl;dr Marketing #23: Updates to Google's Quality Rate Guidelines, Exact Match in Adwords gets fuzzier

Hi folks,This week we have an update to Google's Quality Rate Guidelines, they are going after fake n
tl;dr Marketing #23: Updates to Google's Quality Rate Guidelines, Exact Match in Adwords gets fuzzier
Hi folks,
This week we have an update to Google’s Quality Rate Guidelines, they are going after fake news sites, hate sites and sites with dubious science claims. 
Google Exact Match in AdWords is no longer just about plurals or abbreviations, they will start to ignore word order & function words!!

SEO
Google has a brand new version of the Google Quality Rate Guidelines and it has some pretty interesting changes. According to Jen Slegg, Google is explicitly declaring fake news sites, hate sites and sites with dubious science claims as low quality.
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Retailers will be able to use the dashboard to see foot-traffic data across metrics like gender, age and new versus returning customers — on a national or citywide scale. They also can compare their foot traffic against a set of competitors and their category as a whole. Ask for access here.
Foursquare Analytics is currently limited to viewing visit data on US national/regional chains only, and is designed for large enterprise customers (they don’t have a self-service product at the moment, nor one designed for individuals or small SMEs).
medium.com  •  Share
It would appear Google is testing a version where the call and directions buttons are removed and the business’ featured image is showcased in the map pack. Haven’t seen this in Australia yet. 
Google has seen an increase in the number of hacked sites by approximately 32% in 2016 compared to 2015.
A Hennepin County judge has granted the Edina Police Department an extraordinary degree of access to citizens’ Google history. Whether Google will grant Edina’s search request is unclear. 
PPC
If this keeps up we can just go to page 2 for organic results. H/T: Daniel Lassman
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Google announced another change to the way exact match targeting works in AdWords. Matching for close variants — plurals, typos, abbreviations, adverbs and so on — will be broadened to include variations in word order and function words in the coming months. Initially, this will impact English and Spanish keywords only. 
With this expansion of close variants, you’ll no longer have to build and maintain lists of reworded and reordered exact match keywords to get the coverage you want. 
Re-wording and ignoring function words
Function words are the only words that will be ignored. This should only happen when it won’t change the meaning of your keyword. It’s got smarts built into it so the “to” in “flights to new york” would not be ignored because a “flight from new york” is not the same as a “flight to new york.”
Same meaning, different order
Two keywords can share the same meaning, even if the word order is slightly different. In this case, the keyword [SFO to JFK] shouldn’t match to the query “JFK to SFO” because the destination is different.
A foodie browsing cooking blogs might see local information for a bakery, making it easy for her to visit your physical store and make a purchase. 
Location extensions can help people find your locations by showing your ads with your address, a map to your location, or the distance to your business. People can then click or tap your extension to get further details about your location.  Google might start converting Text, responsive and 300×250 image ads, into the new location extension format when users are nearby unless advertisers opt out.
France’s Havas SA, the world’s sixth-largest advertising and marketing company, pulled its UK clients’ ads from Google and YouTube on Friday after failing to get assurances from Google that the ads wouldn’t appear next to offensive material. Those clients include wireless carrier O2, Royal Mail Plc, government-owned British Broadcasting Corp., Domino’s Pizza and Hyundai Kia, Havas said in a statement.
They said they would give clients more control over where their ads appear on both YouTube, the video-sharing service it owns, and the Google Display Network, which posts advertising to third-party websites.
Beginning March 27, 2017, Bing Ads will implement a change to its trademark policy in the following markets: Australia, Brazil, France, Italy, New Zealand, Republic of Ireland, United Kingdom, Hong Kong, Indonesia and Singapore. 
With this change, the restriction on the use of trademarks as keywords will be removed. Happy Bidding on competitors trademarked keywords. 
You might hear an advertisement if you ask Google about the day ahead. Some Google Home owners reported hearing something extra when they asked for a summary of the day ahead from the smart speaker: an advertisement for the opening of Beauty and the Beast. 
According to Google: 
This wasn’t intended to be an ad. What’s circulating online was a part of our My Day feature, where after providing helpful information about your day, we sometimes call out timely content. We’re continuing to experiment with new ways to surface unique content for users and we could have done better in this case.
Social Media
Twitter’s Live API will work similarly to the Facebook Live API that launched last April to connect professional equipment to the social medium. Big video cameras, editing boards, desktop editing software, satellite vans, and more will be able to broadcast directly to Twitter through the API.
Now Instagram lets you streamers save their videos. Once a broadcast has ended, simply click on the Save button on the upper-right corner of the app. The video will still disappear from Instagram itself, but it will be saved to your camera roll. 
Tips
Are you looking for an easy way to merge a few keywords to build up your list of keywords?  Well, MergeWords is what you are looking for. You no longer have to rely on copy/paste to come up with keyword combinations. 
All you have to do is add your chosen keywords, add in some modifiers, hit merge and you are presented with all the combination of the keywords. Now you can put it through the keyword audit process and cherry-pick the good ones. 
If you are looking for more keyword tools, try these.

Are you looking for SEO tools to improve your workflow? Why not have a look through the list of marketing tools I maintain. If your favourite tool is missing from there, hit reply and let me know. 
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