Cut Clutter, Increase Conversions
This new program cuts through the clutter and eliminates the need for keywords in [...]]]> While Google announced recently a few of its projects will be shut down, it also introduced some new projects for search engine marketers to consider. It’s latest program is called Dynamic Search Ads.

Cut Clutter, Increase Conversions
This new program cuts through the clutter and eliminates the need for keywords in PPC advertising.  Now instead of using keywords to trigger ads that point to websites, advertisers can submit a URL, Google will dynamically create the text ad and it will be matched to what Google thinks are relevant keyword queries.  With these new dynamic ads, Google will automatically generate a headline based on site content, but advertisers still have control of description line 1 and 2 of text ads.  On average, advertisers are seeing five to ten percent increase in conversions.

Dynamic Ads a Fit for E-Commerce Sites
Advertisers will now be able to take keyword lists/builds out of the campaign process altogether if they choose.  If you submit your site to be regularly crawled, Google will populate text ad headlines with information based on the content on your site.  This is a great program for retailers and any e-commerce sites with changing inventory — the crawlers will be aware of inventory levels and produce up-to-date ads.

The only thing to note is that Google will not display the dynamically generated ad if the advertiser already has a campaign targeting the specific search term.

Join the beta here, at your own risk—it’s not recommended for advertisers who have flash-heavy sites, or for advertisers in the healthcare or financial service verticals.

::By Dwight Pirtle, Digital Search Associate

The integration of social media posts into search engine results is a natural progression for enhancing search engine relevance and utility. We’re already seeing attempts at social search from Google and Bing as they pull Twitter and Facebook postings respectively into their results.

Google “Search Plus Your World”
In 2011, Google [...]]]>

The integration of social media posts into search engine results is a natural progression for enhancing search engine relevance and utility. We’re already seeing attempts at social search from Google and Bing as they pull Twitter and Facebook postings respectively into their results.

Google “Search Plus Your World”
In 2011, Google launched the Google+ social networking platform that is, in some ways, similar to Facebook. Google also added +1 boxes next to their search results to integrate Google+ more closely with its search engine.

Earlier this week, Google launched its next stage of social search. It’s latest platform update, dubbed “Search Plus Your World,” brings users signed into Google+ search results that pull pages that have been +1′d from people within their circles and displaying them above the normal organic results. You can see more in the video below.

Essentially, Google will determine the relevancy of results for a search user’s query based on the Google+ users they follow (which can range from brands and celebrities to friends and news outlets. Search results for Google+ users will now be completely unique results based on their community of circles and each community member’s consumption of content.

Social Signals Impacting Search Validity
As key social channels like Facebook, Twitter and YouTube (another Google property) continue to evolve as major outlets for sharing and consuming content, it raises the concern of whether or not a consumer will truly be receiving the most relevant search results on Google.

Twitter specifically has evolved as a vital resource for real-time information, and has become the place for minute-to-minute breaking news.  More often than not, information shared within a real-time Tweet contains a more relevant search result than what Google can provide.  In the case of a breaking news story, an announcement made on Twitter will be more easily found on Twitter than on Google, as information takes time to be crawled and indexed by Google.  A lack of cooperation to share data between the two goliaths has forced a wider wedge between the holy grail of social search.

“Search Plus Your World” and the Google+ Agenda
With the release of “Search Plus Your World”, Google is trying to create its own definition of what we define as social search through Google+.  The biggest roadblock for Google’s success is the meager amount of Google+ users.  The slower adoption of Google+ users cannot compare to the number of Twitter or Facebook embracers.  Because of this, Google is basically slowing the evolution of search by almost forcing users into using Google+, versus trying to truly revolutionizing the way we receive search results and consume social media content today.

Are Personal Results an Invasion of Privacy?
In the long run, true integration with social outlets (primarily Twitter; as Facebook is already heavily vested with Bing), will eventually open up the floodgates for social search.  “Search Plus Your World” will probably not gain the traction Google hopes for, as consumers are already highly engaged in their other social media accounts.  There is also a concern around user privacy.

Regardless of whether or not “Search Plus Your World” works, the upside is the fact that Google+ is another way to drive the discussion around social search. Hopefully it results in cooperation between Google and major social players.

Related Content: Google+ Comes Full Circle with “Search Plus Your World”

::By Chris Blum, Digital Search Strategist

It’s well documented that SEM clickthrough rates are lifted when combined with display, additionally, time to convert is also shortened. Some studies [...]]]>
The marriage of Search Engine Marketing (SEM) and display advertising is a proven winner. Savvy advertisers are taking full advantage of this union to improve key performance indicators (KPIs) online.

It’s well documented that SEM clickthrough rates are lifted when combined with display, additionally, time to convert is also shortened. Some studies have even shown increases in market share and brand favorability. Advertisers as diverse as Quaker Oats, Value City Furniture, Hewlett Packard and many others have published studies showing significant improvements in key measures when adding display to the digital mix.

Display Seeds Brand Messaging
The road to successful search conversion seems simple. Maximize your SEM budget, capture every conceivable keyword and push your SEM ads to the first three positions.  However, the user’s decision to click on your ad is much more complicated, involving a whole host of preconceived attitudes and experiences.

Now that they have arrived near the end of the sales cycle, they have already accumulated a plethora of opinions about your brand and others. The all-important search has led them to pages of results, and in an instant they will sort you into (or out of) a sales consideration set.  Here is where creating a strong brand impression prior to this experience will pay off.

Brand favorability cannot be built during a search, even though you have spent hours choosing just the right headline, photo, and copy.  Online users will click on brands that they already know, or at least have heard about. But you have an advantage.  A properly structured display campaign has already seeded your brand story and created important keyword associations for the user.

Reach Consumers at the Point of Consideration
So why do we also need online display to increase brand awareness, doesn’t TV or other parts of the media mix take care of this?  Display is the only medium that lives in the same environment as search, and delivers messaging right at the moment of consideration, while TV ads for example are not as close in timing and can be interspersed with competitor messages.

As most online activities happen during the workday, display ads are the last thing your customer usually sees prior to conducting their search. Display allows you to reach your customer one last time before they finalize a short list to consider for purchase.

Drive More Searches
When creating digital marketing campaigns, advertisers today view SEM as a new Yellow Pages — a place to be whenever a customer decides they are ready to make a purchase. Brands spend thousands, sometimes  even millions of dollars a year bidding on keywords to drive clicks and subsequently, sales.

Display advertising can create an opportunity for search. In other words, users may see a display ad for an interesting product and choose not to click on that ad at that moment.  But at a time more convenient for them, they will search for that product.  The display ad is then directly responsible for driving that search click.

In 2012, SEM will remain a critical piece of the marketing mix, getting that image, headline and copy in front of people at the right time. But by combining display with search, brands deliver a one-two punch, creating a greater opportunity to connect consumers to your brand at that critical point of consideration.

:: By Lisa Kidwell, Digital Media Team

Geeking Out

I had written a couple of weeks ago about how freaking awesome it would be to have the ability to map out a social graph of the content that you share as a brand. At the time, I was thinking about tugging on the ears [...]]]>

Geeking Out

I had written a couple of weeks ago about how freaking awesome it would be to have the ability to map out a social graph of the content that you share as a brand. At the time, I was thinking about tugging on the ears of our development staff to commit time and resources to build out a proprietary tool off of various APIs to let me map out the nodes on a social graph and easily target influencers.

And like all good ideas I’ve ever had, Google had already been working on them for months (maybe even years) and has now put them into production. They’re called Ripples, and they are causing me to totally geek out.

What Are They?

Ripples is essentially a way for you to measure engagement and influence at the same time. It may not be as sophisticated as tools like Klout or PostRank (which was acquired by Google), because it only measures engagement on one platform. And Google+ is a pretty small platform at the moment, and brand pages are fairly new.

Ripples do, however, allow you to see how many people are sharing your content, how far reaching those shares were, and most importantly, of all the people who share your content, who has the biggest social circle, all within an easy-to-interpret graphical interface.The tool even has a bar that allows you to zoom in and out, drilling as far into your social graph as you can possibly go.

How Can I Use Them?

Now that we have a tool to easily identify these influential people on Google+ (who are probably influential on other platforms as well), it is much easier to apply the fundamentals of social media and content marketing. We can design content targeted at influential people, or even engage them in conversation directly. But if we stop at that, we really aren’t doing anything groundbreaking. We are just using a great new tool from Google to be a little more effective.

To take this one step further, think about how this can layer into another discipline: search marketing. Now that all of these +1′s are affecting natural search results, go get a handful of keywords associated with your product, preferably ones that are giving you difficulty when it comes to ranking. Work them into the content (without ruining it of course) and then target those influencers.

What’s the Potential Impact?

Suppose my website was having difficulty ranking for the words “digital marketing agency”, but I was able to create content that was optimized for that term and shared by +Sarah Perez, a writer for TechCrunch who is in over 100,000 circles. That is potentially 100,000 search results that I now have a greater than average chance to rank for the first page of Google search results. And she’s just one (very popular) person.

If I had gotten +Vic Gundotra and +Dalai Llama like in the picture above, suddenly I could be on the first page of Google for close to 1 million search results.

So, content marketers, social media marketers, and search marketers, do yourselves a favor and get in a room together and develop something resembling the above strategy. You’ll not only help further your brands and make  yourselves look great to your clients, but you will also make a richer and more nuanced web experience for all of us.

:: By Alec Painter, Digital Search Strategist

The Conspiracy Theory

Have you noticed over the past six months that natural search results are gradually disappearing from the first page of Google? No? Then the following post might seem like a conspiracy theory to you. But have an open mind.

Just humor me and do a Google search for any [...]]]>

The Conspiracy Theory

Have you noticed over the past six months that natural search results are gradually disappearing from the first page of Google? No? Then the following post might seem like a conspiracy theory to you. But have an open mind.

Just humor me and do a Google search for any term that could end in a potential advertiser making some kind of profit. Everything from “checking account” to “car insurance” to “Abraham Lincoln costume” returns a results page that is increasingly cluttered with some form of paid results or a link that takes you to another Google property.

Most of these updates are made to the search engine to “increase usability” or “mirror user intent”, but it’s still interesting that almost all of these updates that make it easier to access information are also ways for Google to very quietly make a little more money off of the search results they show people.

Where’s Your Proof?

A few examples can be pointed to that prove out my theory.

1. Redesigning search results: Google announced on Wednesday that they were redesigning the search engine results page to “to provide the best experience for [their] users” by removing ads from the side of the page and place them at the bottom instead. Yes, this might provide less clutter on the page, but they also make the top spots even more valuable to advertisers now. After all, ads above the fold are seven times more likely to generate clicks. And now that the ads above the fold are in short supply, we are going to be paying more to get them.

2. Sitelinks: When I search for Empower client “U.S. Bank” to login to check my account statement, I’m now served six sitelinks. This is up from the previous four sitelinks, below the top ad (pictured below) that take me to supposedly more relevant deep content within a website. These results also conveniently push down the natural rankings. Add to the fact that Google now serves internal sitelinks for natural results, and suddenly there’s one natural ranking above the fold.

3. News Results: See the screenshot below for the term “online banking”. Notice that aside from the large amount of real estate dedicated to paid ads, news results also appear in the natural search results. Now you may be asking, “how is Google possibly making money on that?”. Well click through to the top news story and you’ll find there’s a DART Floodlight tag on the page. Remember, they make money off of display ad exposures too, not just clicks.

4. Places: When I type in “auto insurance”, I see the standard paid search results with the various ad extensions, which give me more incentive to click, but I also see the natural results heavily populated with localized search results powered by Google Places. When I click through to these Places results, not only am I served more ads, but I’m also served results that are solely powered by Google users since they stopped using results from other platforms. Sorta takes away the need to visit Yelp and Citysearch, or use their apps, all things that were the major revenue drivers for those companies.

5. Social Search: I’ve been observing social search for quite awhile now, and while it is an extremely exciting development, it also gives incentives for users to stay logged into their Google profiles and to share content across its new social network. Right now, Google Plus doesn’t show any advertisements to its users, which is one of the many reasons I love the platform. But we all know that the ads will come, the same way we accept them now on Facebook, which is scaling its ad serving platform to hit $7 billion by 2013. There is obviously a lot of money to be made in owning a social network, which is why we will see Plus become increasingly integrated into all Google products in the future, making it a bigger part of the everyday lives of Google users.

Where’s the Motive?

The above are just five examples. You could also include Google Advisor, shopping results, and the endless list of ad extension updates to Adwords, and it becomes very clear that Google knows the search page is where it is going to continue to make most of its revenue and there are no shortage of new ways for Google to capitalize on information. And I can almost guarantee that advertisers and consumers will continually be told that each update is for their benefit.

But how much could this really be worth? Take the term “online banking” I searched for above. Google’s own Adwords Keyword Tool tells me that more than 20 million people search for it monthly and that the approximate cost-per-click is $1.41 (which is a very low estimate, trust me). Assume that 25% of people click-through an ad since historically about 70-80 percent of web traffic goes through natural search results. Google could make more than $7 million off of that one word every month. The Oxford English Dictionary currently contains over 170,000 entries. And Adwords is just one ad serving platform.

Compound that with the fact we typically see 1-3 natural search results now, as opposed to the 5-7 we saw a few years ago, and the idea that Google’s platform is going to be more and more populated by paid advertisements does not seem so crazy. They are without a doubt one of the smartest companies in the world. And smart companies make money. Lots of money. Any way they can.

:: By Alec Painter, Digital Search Strategist

Unfortunately, and as no surprise to marketers, apple AND orange scenarios exist in the advertising industry. There are more mixed metrics than similar metrics allowing a direct comparison. Regardless, paid search marketers continue to be asked [...]]]> Empower likes comparing apples to apples when measuring performance online. It’s a logical method that helps us make a decision.

Unfortunately, and as no surprise to marketers, apple AND orange scenarios exist in the advertising industry. There are more mixed metrics than similar metrics allowing a direct comparison. Regardless, paid search marketers continue to be asked questions usually posed to other vehicles, including “what’s the campaign’s share of voice?” To put paid search into context, “share of voice” is utilized in planning many vehicles such as broadcast. It is a metric often used to represent the relative portion of ad inventory available to a single advertiser over a certain time period within a defined market.

Share of Voice vs. Impression Share
Although “share of voice” is not used by search engine marketers, “impression share” is a similar metric that can be used for directional planning purposes.  According to Google, impression share is “a metric that represents the percentage of times that your ads were shown out of the total available impressions for which your ads were eligible to appear. Eligibility is based on your current ads’ targeting settings, approval statuses, and bids.”

While “share of voice” is not a concrete metric since inventory changes and competitors can leave or enter the market, “impression share” is arguably an even more directional planning benchmark.  First, the online marketplace is extremely dynamic which impacts impression share because it is easy for advertisers to leave or enter the market (no cancellation penalties like broadcast). Secondly, impression share is directional because keywords are always changing and evolving in a campaign build due to ongoing optimizations.

Impression Share’s Impact
Therefore, if impression share levels are used in planning it is recommended to provide ranges as exact levels are not guaranteed. While a directional metric, it is important to note that impression share is still a great indicator to uncover where there are budget constraints or opportunities.  Impression share can help uncover less competitive areas that that can drive a greater impact and can help reveal keyword sets where an advertisers “wins” and should put more focus towards.

While having an impression share goal can be good during initial planning, it is important to remember it is just one factor to use when planning dollars to invest in paid search marketing.

::By Kim Smith, Digital Strategist

With added support and features, and a flat annual fee instead of scaled pricing, Google Analytics Premium could disrupt the analytics market for the web’s highest trafficked websites.

A Focus on Service
Unlike [...]]]> Last month, Google announced the launch of Google Analytics Premium: an upgraded, paid version of their popular free web analytics tool.

With added support and features, and a flat annual fee instead of scaled pricing, Google Analytics Premium could disrupt the analytics market for the web’s highest trafficked websites.

A Focus on Service
Unlike the free version of Google Analytics, which relied on a knowledge base and forum, Premium has an emphasis on customer service and support. This includes:

• Implementation support, quality assurance, and training to ensure your entire organization can accurately track business objectives
• 24/7 customer service, including a dedicated account manager and emergency tech support
• Service level agreements for data collection and processing

Google Analytics Premium also offers a few new features not available in the standard free version of the tool. The availability of total data for large reports, as opposed to sampled data (the practice of selecting a subset of data from your website traffic), allows you to pull a comprehensive report instantly, with no maximum on the report size, and segment the data without worrying about data integrity.

More Metrics, in Real-Time
Adding to Google Analytics’ comprehensive reporting capabilities is the ability to track even more custom events on your sites. Unlike the five custom tracking variables available to you in the
standard version of Google Analytics, GA Premium ups the ante to 50 – a boon to data-driven organizations.

In addition to these features, all Google Analytics tools are moving to “real-time” reporting, which eliminates the 24 hour delay to get your hands on the data. This includes a real time dashboard, where you can track site activity as it happens, and visitor report availability within four hours.

Who Should Consider Google Analytics Premium?
With a $150,000 annual flat fee, Google has priced out many small and medium businesses that will likely continue to use free analytics tools from Google and Yahoo or those with scaled fee structures such as SiteCatalyst, Webtrends, and others. Instead, Google Analytics Premium
is geared toward providing value for businesses that generate large amounts of web traffic.

Based on our pricing experience with other web analytics vendors, clients would need a minimum of 50 million monthly server calls (pageviews, downloads, video plays, custom tracking events, etc.) before considering Google Analytics Premium. However, due to Google’s flat fee structure, clients with hundreds of millions of server calls per month would likely have their web analytics costs dramatically reduced by switching from other paid vendors to Google Analytics Premium.

:: By Sean Fisher, Digital Web Analyst

Last week at Empower’s inaugural Knowledge Bomb information sharing session, I gave a presentation to my fellow co-workers about the overlap and necessary integration between Word of Mouth Marketing and Search Engine Marketing entitled “Your Website Is Not Your Battleship: How Social and Search Can Work Together”. As I shared my top-line [...]]]>  

Last week at Empower’s inaugural Knowledge Bomb information sharing session, I gave a presentation to my fellow co-workers about the overlap and necessary integration between Word of Mouth Marketing and Search Engine Marketing entitled “Your Website Is Not Your Battleship: How Social and Search Can Work Together”. As I shared my top-line thoughts with my Empower comrades, it slowly started to dawn on me that search engine marketing was going through a another major and much quieter sea change for the third or fourth time in the last twelve months.

While speaking, I kept referencing the chart “Future of Search” from SEOMoz’s 2011 Search Ranking Factors. I continually pointed out the fact that the leading search marketers in the world seemed to think that social signals to pages and domains would become increasingly important. As I did, I also started to notice that anchor text in external links, the SEO’s Holy Grail, was deemed increasingly less important. I quickly realized that building social signals to content was quickly going to replace building links because of the new way results are displayed and the inherent way we use social networks.

The Realization

Take this example. Below is pictured a clean search engine results page (SERP) for the term “digital marketing agency”, which is a highly competitive and valuable term. Our company is nowhere to be seen on page one for a term that is directly in our site’s title tag:

Then I searched for the same term while I was logged into my Gmail account, which is connected to my Google Plus profile. For the same search, suddenly our company, which was shared by my friend Drew McKenzie, was suddenly in the top 10 for an extremely valuable term, pictured below:

The Implication

This ultimately drove home the impact of this new SERP for me. Our company had achieved something I had previously thought unachievable: we were ranked in the top 10 for one of the most important terms in our industry…kind of…

Seeing this led me to believe that increasingly in the future, the standard SERP will disappear and monitoring our rankings will be less and less important as each individual in a social graph will be served a result that is unique to them and their query. You will be served a result based on what you typed in the search box, who you are friends with, and the things that you and your social circles are interested in.

The 25 million Google Plus users will increasingly see more customized results as more content is shared across the network every day. And imagine what would happen if Google was able to link sharing behavior to its almost 250 million Gmail users. As for Facebook users searching on Bing, I start to wonder if it’s possible for two people to see the same results page for a common term. Think about it: when was the last time you hit the “logout” button on either platform?

And just imagine if Facebook and Google were ever able to put aside their differences and integrate: 750 million Facebook users seeing customized search results for over 690 million unique queries daily for over 1 trillion unique URLs, and hundreds of millions of images, videos, shopping results, and news stories. The possibilities start to make me feel lightheaded, like the first time a college professor taught me how to calculate limits to infinity.

The Impact

What this means for search marketers is that our job just got tougher. We now have to build links to content from not just reputable and popular websites, but reputable and popular people. We need the help of WOMMers more than ever to generate content that is targeted to the nodes on a social graph, or the highly-influential individuals within social networks. And for those of you working in social media, you need our help to optimize every last piece of content imaginable so it’s not just engaging to the right people, but to the right people for the right words in order to maximize the total impact.

This all loops around to my original point that your website is not your battleship. In the same way, neither is your search team, your WOMM team, your development team, your out of home team, etc. It’s just not enough to own one or two channels anymore. We have to connect with them at the hundreds of millions of ways in which they connect with our brands.

::By Alec Painter, Digital Search Strategist

• Record Sales: 2011 is likely to be the biggest year on record for mobile commerce, despite the lagging economy.

• Mobile ZMOT: Conversely, marketers who are not leveraging the mobile device as a part of [...]]]>
Here are a few things to consider as brands insert mobile into their holiday shopping season.

• Record Sales: 2011 is likely to be the biggest year on record for mobile commerce, despite the lagging economy.

• Mobile ZMOT: Conversely, marketers who are not leveraging the mobile device as a part of their overall search/research/shopping experience, are likely to lose sales. We should expect some interesting case studies coming out of the holiday season with regards to mobile ecommerce.

• Utility: Mobile will continue to serve a utilitarian purpose for shoppers, particularly around busy periods. Price matching, comparison shopping, inventory checking, among others, will all influence where they go to shop.

• Promotional Pull: Incentives unique to mobile devices will likely be pushed to drive people to the store to purchase. Offer codes, special offers and smart phone integration with the check-out process are going to become an integral part of the holiday shopping experience.

• Smart Mom: The sweet spot target will be Moms because of their purchase power. No surprise, based on their role in purchase decisions. The mobile device is a convenience tool for her. Marketers who help deliver an additional level of convenience (as well as some sort of “deal”) are likely to gain a greater share of her purse this season.

• Display & Search: Mobile search and display are going to have a greater level of integration across campaigns this year. With publishers like Google offering packages that facilitate search/display campaign activities, we can expect some exciting and break-through creative from top marketers as a result.

• Uber-Targeted: Really successful mobile campaigns will be the result of successful mobile targeting. The blue dot on the users map represents “me here”. The new consumer expectation is that marketers organize the world around them from where they currently are. Pinpoint targeting, a relevant message and a worthwhile reward will reap the true benefits of mobile.

• Point of Need: Creative and offers that encourage clicks to mobile optimized landing pages will be the most successful in driving results. It’s all about the right message, at the right time with the right reward.

• QR Convenience: Bar/QR code integration into mobile efforts will play two key roles: to provide consumers with additional information (video, product details, etc) in store to help drive consideration; and to integrate with promotional efforts, driving to unique pages that offer opt-in opportunities. Much like Facebook and Twitter, QR codes are the retail marketing gateway to additional content.

Mobile devices drive efficiency, convenience and are an excellent platform for taking customers from online to instore. Brands integrating mobile in a simple and easy way for consumers to engage will have an edge this holiday season. But this should not be an annual consideration, mobile brings year round returns.

:: By Andy Brownell, Digital Strategy Director

Absorbed uploaded by Lloyd Spencer

Starting in the next few weeks, Google will begin taking landing pages into consideration for mobile PPC campaigns.  Campaigns with mobile-optimized or mobile-friendly pages will be awarded a higher quality score.  As a result, advertisers without mobile-optimized pages will likely pay more for their mobile traffic.

Why is Google [...]]]>

Starting in the next few weeks, Google will begin taking landing pages into consideration for mobile PPC campaigns.  Campaigns with mobile-optimized or mobile-friendly pages will be awarded a higher quality score.  As a result, advertisers without mobile-optimized pages will likely pay more for their mobile traffic.

Why is Google doing this?

Consumers are spending a lot of time on mobile devices.  Research has shown the explosive growth of mobile and it is projected that by 2015 more users will access the Internet from a mobile device than a desktop computer.  Google is looking to accelerate that growth, especially with their mobile advertising products, and maintain a good user-experience with relevant and quality placements.

Does your brand have a mobile strategy?

It’s safe to say that mobile is not a trend that is going away.  While, I don’t suggest brands build a full mobile site and app tomorrow, they should start developing a strategy to address the shift to mobile.

A mobile site is not on the roadmap?

If a brand cannot build an entire mobile site now, mobile optimized landing pages will help bridge the transition to a more flushed out mobile vision and experience.

Brands can use these pages for their paid media to give consumers the best possible user experience and create a more efficient AdWords campaign.

What’s next?

The search world changes often and this will not be the last move to encourage adoption in the mobile space.  Only time will tell if this latest Google announcement will actually increase mobile growth.

Cross-posted on my personal blog.

::By Kyla Starinieri, Digital Search Associate