Cara Pettersen tells us about the benefits from using canonical tags. She starts with the definition and explains what to look for when choosing a preferred canonical URL, and how to internally link to one. She explains that "cross-domain canonical tags are exactly as they sound, referencing a relationship of URLs across another domain." Pettersen says marketers need to use the tags because it helps to clean up duplication and can be used on duplicate pages and near duplicate pages. Read the article here.
It turns out that less than 1% of people click on the eighth link on the page, according to Thom Craver, who cites research on click-through rates. So last week, Bing began serving a different amount of results in search queries. No longer will searchers always see 10 results. Searchers could see as little as four per page.
Google+ continues to become more popular with younger generations as the company brands its social network more closely with its search tools. The insight was revealed Monday at the MediaPost Search Insider Summit in Florida. Now Sarah Hill tells us how social media is turning into "human media" and how it works. She explains how it opens new doors to opportunities. Read the article here.
Microsoft has quietly shuttered Bing Deals and launched Bing Offers, a local deals guide that aggregates deals in the U.S. market. Based on location, the feature aggregates deals from its partners, including many top local deal providers, from food to retail to services like spa treatments. The tool works across tablets, mobile devices, and PCs.
Robert Scoble has published a two-week review of Google Glass on his Google+ social page, wearing the glasses while delivering five speeches, passing through two airports, and barely taking them off other than to sleep. (Personally, not wanting to live a day without the glasses seems a bit dramatic.) Scoble tells us about a generational gap. At a NextWeb 50 conference, older people said they probably would use them, but were far more skeptical and less passionate about them, compared with those ages 13 to 21 years old. (Google+ subscription required.) Read the article here.
Sarah Mogin tells us about five advanced tracking techniques that marketers may want to use in their reporting strategy and how they can serve to improve their overall campaigns. She takes us through ways to define and track conversions, segment ad data, harness email service providers, and leverage tracking tools. Read the article here.
SEOmoz introduced a few weeks ago what it calls Social Authority, a metric that measures influential activity on Twitter, to help marketers measure the impact on campaigns through an application progamming interface API. Peter Bray tells marketers how to get started and what they should look for, and discusses the potential value gained from the social data. Read the article here.
Google could link to Bing search results in Europe as a results of claims that the search engine abuses its dominant market position. Google proposed major changes on how it presents search results. The European Commission outlines those changes in a release. The changes range from more clearly labeling promoted links to its own search services so users can distinguish them from natural Web search results, to displaying links to other search services in a place that is clearly visible to users.
AdWords Keyword Planner, a new tool that combines two popular AdWords tools, Google Keyword Tool and AdWords Traffic Estimator, adds a "wizard-like integrated workflow" that guides marketers through the process of finding keywords to create new ad groups and campaigns, according to Larry Kim. He takes us through the process, showing how to get started, search for keywords and ad groups, get tips on list views vs. grouped views, and review keyword planning. Read the article here.
Rand Fishkin provides suggestions on how to push inbound marketing channels like search, content marketing and social forward to offer a complete approach to inbound marketing. Consider reviewing business key performance indicators, (KPIs), things you consider business metrics, and marketing KPIs. While these are leading indicators that marketers should use to get started, don't focus solely on these, according to Fishkin. He takes us through other tactics to consider. Read the article here.