What are some of the changes that Google has made to its search engine algorithms to improve search results and user experience?

 There are important changes which Google has made to its search engine algorithms to improve the quality of the results and users experience. Vice –President of Engineering in Google, Ben Gomes, said that the purpose of updating algorithm is to provide relevant and exact answer in a quick manner (Smith, 2015).  It has made the following changes;

 

• Mobile-Friendliness as a Ranking Factor - In 2015, Google announced that there will be a new website called mobile-friendliness and those who use mobile device will benefit (Smith, 2015). It said that the mobile-friendly sites will make websites to be clearly viewable on mobile devices. The purpose of mobile-friendliness is to help the users of mobile device have a browsing experience through getting search results in mobile-friendly sites.
• Twitter Results in Search- In 2015, Google and Twitter created a deal to create social network service’s tweets. This means that Google search results will have tweets from more than 302million Twitter users (Smith, 2015). Given that tweets will appear in Google search results, many audiences will be able to see the tweets.
• Pigeon Expands (UK, CA, AU) - In 2014, Google confirmed that there were no local Pigeon updates in UK and other countries. USA is the only country which has the Pigeon update and it was providing accurate local search results (Smith, 2015). For this reason, Google expanded Pigeon to other countries and many businesses have noticed the impact of the update.
• Hummingbird- this was introduced in 2013and it helps users in searching entire sentence rather than separate words.

 

Why have advertising networks become controversial? What, if anything, can be done to overcome any resistance to this technique?

There is a problem with advertising networks in issue of illegal practice known as click fraud.  Click fraud in internet advertising industry is the major problem (Kovacich, 2008). It has been found that dishonest advertisers use click fraud to lessen the competitor’s budget on advertising. In addition, industries conduct this activity to boost advertising revenues since click fraud   involves pay-per click advertisement. They either use hyperlinks, software or online bots.  Advertising networks are the beneficiaries of this illegal act (Kovacich, 2008). There are possible ways to prevent click fraud. These include; monitoring-this means that customers should monitor pay per click in order to notice irregular clicks (Kovacich, 2008). In case of fraud click, the customer should check IP addresses to identity the fraudulent clicks. Monitoring also involves competitors and in this case it is important to check the competitors interfering with keywords. Customers should also select specific countries for advert. For example, target low labor countries since employees in these countries focus on clicking on advertisements but not fraud.  Last, software programs such as ClickTracks and Clicks2Customers are very helpful (Kovacich, 2008). These two are important as they help to identify suspicious visitors and customers also get fraud report for search engine firm.

 

 

What is a marketing automation system and how is it used?

Marketing automation is a software platform that companies use in marking activities. It helps companies manage their campaigns and they are able to view the prospects (Sweezey, 2014).  This software platform is connected with lead acquisition in a marketing group. Companies generate business opportunities, improve buyers and increases alignment. Marketing automation is used by creating marketing intelligence. This means that a company should use tracking codes to understand the potential customers and their behaviors as well. Companies will open market segments, gain experience and improve behaviors (Sweezey, 2014).  Second, market automation is used by creating business development. Companies are supposed to put concern on interests, behavior and attitude and provide products according to their preferences. Last, companies should set workflow automation. This involves internal processes like asset management in running large organization (Sweezey, 2014).

 

 

 

 

 

 

 

 

 

 

Reference

Smith Barrie(2015). 6 Must-Know Changes to Google’s Search Engine Results Pages. Receptional Ltd. All

rights reserved

Retrieved from; http://www.receptional.com/blog/6-must-know-changes-googles-search-engine-results-pages

Kovacich, G. L. (2008). Fighting fraud: How to establish and manage an anti-fraud program. Amsterdam:

Elsevier/Butterworth-Heinemann.

Sweezey, M. (2014). Marketing automation for dummies.