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Google bestraft vanaf nu websites die app downloads pushen

Google heeft aangekondigd dat het websites die mobiele bezoekers op een dwingende manier aanspoort om hun applicatie te installeren zal bestraffen in de toekomst. Zo zal hun website niet langer aangeduid worden als mobile friendly in Google zoekresultaten. 

Waarom Google dit beslist:
In april 2015 pastte Google haar ranking systeem aan voor mobiele zoekresultaten. Zo werd beslist dat website die een geoptimaliseerde website hebben voor mobiele apparaten hoger scoren in zoekresultaten die vanaf een mobiele apparaat gebeuren.

Websites die als “mobile friendly” beschouwd worden door Google worden beloond met een hogere ranking in de organische zoekresultaten. Verder krijgen deze websites ook een klein label dat aan de mobiele surfer aantoont dat hun website mobielvriendelijk is.

google_mobile_friendly

Google gaat nog een stap verder:
Steeds meer websites moedigen mobiele bezoekers aan met een schermvullende pop-up om hun applicatie te installeren. Google stelde echter vast dat maar weinig gebruikers op deze pop-ups klikken, terwijl ze wel de gebruikerservaring van de bezoekers negatief beïnvloeden.

Dit is dan ook de reden waarom Google deze gebruiksonvriendelijke websites zal “bestraffen” door ze vanaf 1 november minder goed vindbaar te maken in de zoekresultaten.

Vanaf maandag zal ook de Mobielvriendelijke test van Google voor webmasters worden geüpdatet met de nieuwe richtlijn.

 

Een lagere positie betekent minder bezoekers:
Adobe stelt in zijn laatste Digital Index vast dat websites die niet mobile friendly zijn volgens Google de afgelopen maanden minder organisch verkeer genereerden. Gemiddeld leverden ze zelfs tot een kleine 10% aan bereik in.

Adobe digital index
Nieuwe regels om apps te promoten:
In plaats van de opdringerige pop-ups mogen websites wél een smalle banner bovenaan hun webpagina laten zien om hun app te promoten. Volgens de nieuwe regels is het enkel belangrijk dat deze geen groot deel van de content bedekken. Hieronder zie je een voorbeeld van wat wel en niet toegestaan is.

mobile interstitials

Zoals je ziet, de mobilegeddon fears continues. Indien jouw website niet voldoet aan de nieuwe regels, pas je deze best zo snel mogelijk aan! 

Dit artikel is eerder verschenen op Bloovi.be

 

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By In Search, Social Media

Tweets nu ook zichtbaar in Google Search voor desktops

Google en Twitter zijn enkele maanden geleden een samenwerking aangegaan om tweets beter online zichtbaar te maken. Eerst voor mobile, sinds vorige week ook bij desktop zoekopdrachten. Zo zijn tweets nu ook te zien in Google Search voor desktops. 

Eerde deze week kondigde Google dit nieuws officieel mee met een tweet, die op zijn beurt werd beantwoord door Twitter:

Twitter conversation with Google

Relevante tweets nu zichtbaar in zoekopdrachten
Relevante tweets over bepaalde zoekresultaten zullen vanaf nu tussen de resultaten te zien zijn. Als Google denkt dat een tweet relevant is bij een zoekopdracht zal het deze tweet tonen. Deze functie is momenteel wereldwijd beschikbaar, maar voorlopig enkel voor zoekopdrachten in het Engels.

Binnenkort zal de zoekmachine ook tweets in desktop zoekresultaten aanbieden in andere talen, aldus Google.

Om deze virtuele carrousel met tweets in je zoekresultaten te zien hoeft er zelfs helemaal geen referentie naar Twitter in de zoekopdracht te zitten zitten.  
Gebruikers hebben ook helemaal geen Twitter account nodig of hoeven niet ingelogd te zijn om deze resultaten te zien of om er op door te klikken.

Een zoekopdracht naar Fanta, een merk met een actieve Twitter account, zal alle normale informatie, shopping resultaten en links naar alle gerelateerde pagina’s over Fanta tonen alsook de laatste tweets van Fanta.

Fanta Twitter carrousel in zoekresultaten

Doel: Twitter wil meer gebruikers lokken
Twitter, dat moeite heeft om haar aantal maandelijkse gebruikers te doen groeien, ziet in een samenwerking met Google mogelijks een oplossing voor haar probleem.

Momenteel zijn er 316 miljoen actieve gebruikers per maand en dit aantal groeit nog steeds, maar het is geen geheim dat dit veel trager gebeurd dan de voorgaande jaren.

Door deze deal met Google hoopt Twitter zijn bereik te vergroten. Mensen zonder een twitter account komen nu via zoekresultaten ook in aanraking met tweets en wie weet worden ze hierdoor getriggered om ook een account aan te maken.

 

bron: Mashable

Dit artikel is eerder verschenen op Bloovi.be

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By In #SxSW

Moonshots: to make it 10 times better, you have to fail extra hard

We choose to go to the moon in this decade. Not because it’s easy, but because it’s hard.” JFK

A famous quote from President John F. Kennedy that kick-started the run on the moon for the American nation. When he launched this ballsy statement, the Space program was barely able to get a small dog or a testosterone crazy astronaut a few meters into orbit. Still, it rallied a whole nation behind a vision, an idea… and on July 20th 1969 Neil Armstrong set foot on the moon, just in time to deliver on Kennedy’s statement on time. More than 250.000 people made that happen.

Moonshot management

I’ve been a big fan of moonshot-management ever since. Way too often managers at all levels try to fix things. An incredible amount of smart, highly paid, top hot shot time is invested in fixing things, in getting stuff ‘up to the next level’ – in other words: mostly wasted. Taking a step back, and concentrating on the destination instead of the journey or the vehicle guarantees better thinking. Tessla and Edison did not concentrate on making a better candle. They focused on light, and came up with lamps. Ford did not waste any time on finding a faster horse, or a lighter carriage, but built an automobile.

Google X: Area51 for geeks

Google has its own Area51 solely dedicated to moonshot thinking: Google X is the silent think-tank that came up with Google Glass, Google’s self-driving car, and a worldwide web of internet-distributing hot air balloons.

Astro Teller: Captain of Moonshots

It’s led by Dr. Astro Teller. He currently oversees Google[x], Google’s moonshot factory for building magical, seemingly impossible ideas that through science and technology can be brought to reality.

Here is the surprising truth: It’s often easier to make something 10 times better than it is to make it 10 percent better. Because when you’re working to make things 10 percent better, you inevitably focus on the existing tools and assumptions, and on building on top of an existing solution that many people have already spent a lot of time thinking about. Such incremental progress is driven by extra effort, extra money, and extra resources. It’s tempting to feel improving things this way means we’re being good soldiers, with the grit and perseverance to continue where others may have failed — but most of the time we find ourselves stuck in the same old slog. But when you aim for a 10x gain, you lean instead on bravery and creativity — the kind that, literally and metaphorically, can put a man on the moon.” Astro Teller

The art of failing often, hard and fast

Astro Teller (nomen est omen) believes failing hard, fast and often is important. It allows learning, creates data to re-adjust to, and delivers a mental kick for doing the right thing.

“If you do not fail at first, your ambition was simply not high and hard enough. You make a ton of progress by making a ton of mistakes. The longer you work on something, the more you don’t really want to know what the world is going to tell you. The longer you put off that learning you will unconsciously put off that news because it is disheartening to hear that what you have been working on is not working.” Astro Teller

Throttle back, aim for the moon

We should do it more often: throttle back on the execution, throttle back on the day to day that keeps our best people deeply entrenched in the sticky mud of deliver-on-time-on-promise-on-budget. What is our moonshot? What do we want to achieve? Where do we see our client in four years? Do have the nerve and the vision to tell clients where they need to be in 5 years? What does an ideal agency look like in 2020?

Cojones

Grab that moonshot, that far-away idea. Believe in it. Nurture it. Retro engineer your way back to today: your path is set.

If you’re not doing some things that are crazy, then you’re clearly doing the wrong things”. Larry Page

Find a big problem, aim for a radical solution, and now go create the science and technology to make it happen. Kennedy proved it: it’s not that difficult. Just ballsy :-).

 

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By In #SxSW

The Battle for Social World Domination: The Stacks : taking over your life

How do you get absolute control? That quest for world domination has been around for a couple of millennia. There are ways: become a dictator, a Kaiser, a God, Charlie Sheen, President of the United States or start a religion.

But there are other ways. 5 big companies are silently plotting their ways to world domination. They hide in the open, their battle so obvious that it stays hidden. Bruce Sterling, Sci-Fi writer, Visionary in residence and Transglobal Futurist exposed them already at his #SxSW2012 closing keynote:

“There is a new phenomenon that I like to call the Stacks; vertically integrated social media. And we’ve got five of them — Google, Facebook, Amazon, Apple and Microsoft. The future of the stacks is basically to take over the internet and render it irrelevant. They’re not hostile to the internet — they’re just looking after their own situation. And they all think they’ll be the one Stack… and render the others irrelevant. And they’ll all be rendered irrelevant. That’s the future of the Stacks.

People like the Stacks, because the internet is scary now — so what’s the problem there? None of them offer any prosperity or security to their human participants, except for their shareholders. The internet has users. Stack people are livestock — ignorant of what’s going on, and moving from one stack to another. The Stacks really, really want to know you’re a dog.

They’re annihilating other media… The Lords of the Stacks. And they’re not bad guys — I’d be happy to buy them a beer. But really, a free people would not be so dependent on a Napoleonic mobile people. What if Mark Zuckerberg trips over a skateboard?

This structure won’t last very long… But you’re really core people for them and their interests. You are them. I’m them. And your kids are going to ask embarrassing questions about them. And there are voices here and there complaining about them, [like] Jonathan Franzen. He says Twitter is destroying literature. And he’s right. So don’t make fun of him. He’s telling the truth.”

What does it take?

Bruce has his way with words, and is passionate beyond suspicion. But is he right? Are Google, Facebook, Amazon, Apple and Microsoft silently taking over our lives? What would it take, to achieve Social World Domination?

1.       Knowing where you are

Have you noticed it? That small side remark during Apples latest event? “We have our own maps now!”. So, maps are important. Knowing where you are, where you go, and how you get there gives the Stacks priceless information. That is why Google is happily mapping the whole planet, why Facebook is desperately trying to make its Places work (killing Gowalla as an afterthought). Apple just got its hands on the trusty Tele Atlas digital maps through its deal with TomTom. Microsoft nicely obtained direct access to the maps of Tele Atlas’s direct competitor Navteq, currently owned by… Nokia.

2.       Owning your hardware

So Microsoft got a lot more out of the Nokia deal than meets the eye. They have access to maps. But also, they secured an option on a vital world domination component: hardware.  After decades of software-only, Microsoft is desperately trying to get a bridgehead in hardware land. Through Nokia and HTC they aim for the smartphone, with the Surface they bring their technology into your living room, and their version of a tablet was announced last week.

Apple of course has a plethora of hardware devices, two of them sticking to your life as glue: the iPhone and the iPad. Google is making sweet eyes with Android, ensuring Google phones in every store. And tablets. Rumors of an upcoming  Facebook phone are all around…

Amazon has a hesitating first step into the hardware through its Kindle. You might not have noticed it, but Microsoft, Apple and Google  are even making it into the car…

3.       Owning your operating system

The heart, core and soul of your machine: your operating system. They own it. Apple and Microsoft obviously with their OS and Windows versions.  Google is quietly improving its Chrome OS.

Facebook  has hired enough brainpower with  Kean Wong,   Christopher Tremblay,  Georges Berenger, Li Fang,  Robert Boyce and Zachary Landau (top-notch specialists from Palm, Apple  and RIM) for an own mobile operating system and applications platform…  Amazon is doing unspeakable things with its Amazon Elastic Compute Cloud (Amazon EC2) and experimented with own versions of android.

4.       Owning your browser

The power lords have direct access to your online life through the browsers they own. Apple and Microsoft obviously through Safari and Explorer.  Google through its Chrome browser, Amazon is working on it with Silk, and Facebook is rumored trying to buy Opera Software  and its 200 million users worldwide of the Opera web browser.  Controlling the browser means controlling the internet history, and the internet behavior of the user. Controlling the browser means having the most intimate communication and marketing tool to influence people directly through their preferred web tool. Priceless.

5.       Owning your data, owning your search

Facebook, Youtube, Google,and Microsoft’s Bing. That is what people use to find what they are looking for: from social search, to factual search. Apple has no apparent own search engine, but is getting paid an amazing 1 billion dollar a year by Google to keep Google as the default Apple’s search.

With literally billions of user generated videos, pictures and texts hosted on their servers and platforms, and petabytes of personal data ready to be analyzed and data mined, the five power houses have more insights in consumer personality, profile, habits, spending behavior, and socio-environmental context than anyone else.  The combined stock value of the Stacks is only a fraction of what this goldmine in personal data is worth to seasoned marketers.

6.       Owning your cash

Amazon’s One Click Buying, Facebook’s credits, Apple’s iTunes and AppStore, Microsoft’s e-stores: the Stacks make it easy for you to spend money, or to get paid by third parties for anything you do online. Click on a sponsored link in Google generates hard cash. For Google. Not for you. Your online social life generates mountains of gold for Facebook. Apple is getting a whopping  30% on every paid application that gets downloaded from its AppStore . Amazon is getting a cut in every sale made through its notorious online long tail store.

7.       Owning your life

Quietly, the five Stacks are wrapping their mighty tentacles around the online consumers, sneaking their influence at the deepest caves of personal lives, thriving on direct hard cash and precious personal data that can (and will) be cashed in. The battle for World Supremacy is fought in the shadows, but it’s fought hard and relentless by young billionaires equally at ease on a skateboard, as in a corporate jet. It’s fought by mercenaries with great corporate hair, the whitest teeth you will ever see, and a lot at stake through their stock in the stack…

Bruce Sterling was right. Again. He always is ;-).

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