Welcome to Search Factory’s first edition of Industry Weekly Wrap-ups. Every Friday we will aim to release a summary post of all that is recent and newsworthy in the world of digital marketing – including SEM, SEO and social media marketing. Here is the latest from around the web collected by the Search Factory staff.


This one is big! While Google had previously introduced Call Forwarding to ads (allowing you to track the number of users initiating a call from the SERP’s), this feature allows you to dynamically insert the call forwarding number into your website – allowing you to report on calls that occur after an ad click. This will benefit advertisers by allowing more in depth optimisation and reporting, as well as save many small business money on eliminating the need for third party call tracking services.

{See: http://adwords.blogspot.com.au/2014/08/introducing-website-call-conversions.html}



Google has announced that it is applying close variant matching to phrase and exact match keywords. This means phrase and exact match keywords will now appear to misspellings, singular and plural forms. This is definitely going to impact search quality and will require advertisers to pay closer attention to implementing negative keyword strategies if they wish to keep control over what searches they are appearing for.

{See: http://searchenginewatch.com/article/2360668/Goodbye-Exact-and-Phrase-Match-Keywords.-Now-What}


 Google updated its quality guidelines to include “low quality guest posts”. How Google determines a post is of low quality is still not known but we expect that the relevance of the website to the site it is lining to will become more important.

{See: https://www.beussery.com/blog/index.php/2014/08/guest-blog-violations/}

According to the link below, Google seems to be spending as much time on link removal requests as they do on algorithm updates. This source believes Google is currently processing more than one million take down requests on average each day.

{See: http://searchengineland.com/google-dmca-notices-reach-record-high-7-8-million-requests-filed-one-week-201327}


Social media helps a good cause to get to the global stage through virality. The donation amount is said to have increased by nearly 10 times since the launch of the Ice Bucket Challenge campaign. On Sunday, America’s national ALS Association announced it had received  more than $US13 million in donations since July 29, compared with $US1.7 million during the same period last year, thanks to publicity gained from the ice bucket challenge.

{See: http://www.techly.com.au/2014/08/19/ice-bucket-challenge-causing-headaches-australia-hint-ice/}

McDonalds is adopting personalised and customisable burger experiences to spur its digital strategy in the US and Europe. They have created a “learning lab” in the US where consumers can select from various bun, cheese and topping combinations by swiping away on a tablet at the counter. IM LOVIN’ IT! 

{See: http://www.marketingweek.co.uk/sectors/food-and-drink/news/mcdonalds-set-to-ramp-up-personalised-experiences/4011218.article}

Another interesting development this week is that Google Voice search can now automatically detect your language. Currently only on Android devices. Voice searching is something that is being heavily invested in by Google, probably due to Google Glass.

{See: http://insidesearch.blogspot.com.au/2014/08/speak-more-than-one-language-so-does.html}


In the US now you can tweet a coke to a friend for $5! The Tweet-A-Coke campaign lets you tweet a link to a friend that lets them order a Coke at a participating Regal Cinema.

{See: http://mashable.com/2014/07/28/tweet-a-coke-twitter/}


That’s it from us this week – thanks for tuning in to our new series of Industry weekly wrap-ups. Have you heard any relevant news that we haven’t covered here? Don’t forget to come back next week! 

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