Good morning, happy Friday!

If you’re still hanging on to accelerated ad delivery in your Google Ads campaigns, it’ll be sticking around just a bit longer. Originally scheduled to sunset by October 1, Google now says accelerated ad delivery will phase out starting October 7. Blame the delay on summer vacations, the dog that ate the PM’s roadmap, or just bask in one more week of rebelling against the algorithms if you want to hold out. 

There does seem to be a disconnect between what Google saw as the goal of accelerated delivery and how many advertisers used it. Google saw it as a tool to spend budget as early in the day as possible, while most advertisers I’ve heard talk about it used it as a tool to ensure maximum impression coverage throughout the day. (All agreed was not a good solution if your budgets are restricted. But clearly, Google saw a lot of restricted budget campaigns using accelerated delivery.) Starting October 7, Google’s bidding systems will determine the optimal times to serve your ads throughout the day.

Google’s Gary Illyes added a bit more color to the unfollow update. Meta robots nofollow is also treated as a hint just like rel=”nofolllow”, but there is no meta robots ugc or sponsored.

Yelp came out with a publishing tool called Yelp Connect yesterday. Greg Sterling compares Connect to Google Posts in that restaurants can use it from their Yelp pages to push out content such as menu updates. The posts can be scheduled and appear on the home screens of Yelp app users. A weekly email program is also in the works. Connect will cost restaurants $199 per month after an initial $99/month promotion ends.  

Lastly, Google has updated its algorithms to give higher priority to original reporting in search results. Original reporting will not only rank better in Google Search but soon will also rank better in Google News, including Discover. The stories will also stay at the top of the news cluster for a longer period of time, Richard Gingras, the Vice President of Google News, told us. You may recall the most recent update to Google’s search quality raters guidelines included specific items around original reporting. The algorithm updates rolled out over the past few months and Google said it continues to refine them. 

Read on for your daily Pro Tip, Search Shorts and more.  

Ginny Marvin

Pro Tip

'Near me' voice search works best when mobile-friendliness is a priority

“Most voice searches, particularly those involving some variation of ‘near me,’ are performed on mobile devices by people on the go, people who perhaps find themselves in unfamiliar places and rely on voice searches to guide them to points of interest. It is therefore vital that you make your site as mobile-friendly as humanly possible,” explains Kristopher Jones of LSEO. “Your first job is to ensure your website has a responsive rather than an adaptive design. Then you need to work on site speed by compressing your files, using a web cache, optimizing your images and minifying your code. It should take your mobile site no longer than five seconds to load, but aim for three to four seconds. That’s the Goldilocks zone for ensuring mobile users stay with you when they select a voice search result.”

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Search Shorts

Disavows, links and images.

No need to disavow nofollowed links. Google’s John Mueller said on Twitter that you definitely don’t need to disavow nofollow links — not before, not now.

Find SVG images. Gary Illyes from Google shared a search tip: You can find SVG images in Google using the file type operator like this — [flower filetype:svg].

Counting links impossible. From John Mueller of Google: “counting links on the web correctly is technically impossible, and everyone just makes different approximations & assumptions.”

What we're reading

We've curated our picks from across the web so you can retire your feed reader

4 Ways to Optimize your Website for Voice Search – DealerOn

Aimclear Names Susan Wenograd New CMO – aimClear Blog

Google Begins Penalizing Subdomains Leasing, Not Just Subfolder Leasing – Search Engine Roundtable

Impact of NoFollow 2.0, UGC and Sponsored Link Attributes – Link Research Tools

Paid Social Tests to Consider for the Holidays – Metric Theory

Prepare For Battle: A Paid Search Competitive Guide – Seer Interactive

The ad tech industry is crowded and competitive – Google Blog

The courage to change: sharing resources for recovery – Google Blog

Use Google’s Search Quality Evaluator Guidelines To Assess Site Quality – Distilled


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