Fathom SEO Pulse #49: Phantom 3, More Google Local Changes & More

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Welcome to Fathom’s weekly SEO pulse, where our goal is to help you stay on top of any new strategies and changes in this integral part of your overall marketing strategy. Here’s the latest SEO news:

“Phantom 3” Algorithm Update

There have been reports of major ranking shifts beginning November 19th. Some sites saw steep decreases in visibility, while others saw a good uptake. Although Google has not confirmed anything, it is possible that Phantom 3 is another Quality Update to the main algorithm. http://selnd.com/1OHDYKY, http://bit.ly/1U4lCG8, http://bit.ly/1QhQumo

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“Google Drops Local One-Boxes & Pins From Search Results?”

Google has dropped the local one-box results. This means, when you search for a specific business, the business’ local information no longer shows up under their search result. Instead, that information is now only on the right hand side of the results page. http://bit.ly/1YNlYDV

“New Google App Install Ads: One Streams Your App for 60 Seconds For Free”

Google has released two new formats for App Install ads. The first allows you to test an app for 60 seconds without downloading it, and the second is a “beta for Interactive Interstitial ads, which are HTML5 ads that offer a completely customized user experience tailored to each advertiser’s app.” http://bit.ly/1Oiygg2

“Google Not Launching Penguin 4.0 This Year; 14+ Months Since Refresh”

Though Google had every intention of launching the new real-time Penguin 4.0 this year, it looks like it’s not going to happen that way. http://bit.ly/1N7P4Gx

“Content Metrics: Assessing the Real Impact of Curation”

It can be hard to prove the value of content. This article has some great ideas on what metrics to report on to show the true impact. http://bit.ly/1QPLTt6

“Mobile Video Trends You Need to Know In 2016”

A recent comScore report identifies important trends in how people consume video on their mobile devices. http://bit.ly/1PMo2dq

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“20 Attributes that Influence a Link’s Value – Whiteboard Friday”

What makes a link value has gone above and beyond just the domain authority. In this week’s Whiteboard Friday, Rand lists 20 attributes that add value to a link (or make it less valuable) and how you can measure them. http://bit.ly/1I0TlPi

Google Changed Its Location Filter Option

Google has removed the option to filter searches by location, which makes it hard for to check rankings for clients or locations in a different country or part of the country. However, there is a way to “hack” the URL of your search. http://bit.ly/1Rj9v8S, http://bit.ly/1LO1wt9

Key Takeaways

Here are our key takeaways that we’ll be sure to focus on moving forward:

  • Though it is still unconfirmed, “Phantom 3” seems to have impacted rich snippets (appearances and removals), and had a separate related “tremor” about a week later. It also correlated with an uptake in manual spam actions.
  • Google is definitely making big moves when it comes to mobile apps. They penalize sites with interstitial ads that take up too much of the screen, link to app content in mobile search results and are now providing users new ways to download apps.
  • The YouTube app has the second most visitors year over year (Facebook is in first) and YouTube smartphone usage rates have increased by 34%. If you aren’t utilizing video in your marketing campaign, you should be.
  • When you’re looking to increase inbound links to your site or content, make sure you’re looking at more than just the authority of the domain. Things like anchor text, relevance, user engagement, spam signals and more are all attributes that influence a link’s value.

That concludes your weekly pulse. Check back each week to stay on top of any new strategies and changes to make sure you’re constantly using the best on-site and off-site SEO methods. Thanks for connecting with us!

Jenna Hedman

About Jenna Hedman

Jenna is a proud Kent State University graduate with a degree in Public Relations. She is a Senior Marketing Specialist on Fathom’s Consumer Brands team and specializes in SEO, semantic search and internal linking with a solid background in social media, public relations and offsite SEO. She is devoted to pursuing SEO industry trends, identifying new strategies and implementing them to improve her clients' online presence. Outside the office, Jenna enjoys watching and adding movies to her extensive collection and exploring the Cleveland and Northeast Ohio area.

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