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Good morning, Marketers, so there’s another Google core update rolling out.
We have come to expect a year-end core update, but not even a day before the announcement, Google’s John Mueller said he didn’t know when the next one would be coming. We can’t expect all of Google’s search advocates to know everything, but the irony was noted by the SEO community.
Jokes aside, retailers reference their traffic to evaluate how much inventory and staff they need for the shopping season. “Tomorrow, if that site gets nailed, what do they do with the staff and inventory?” my colleague Barry Schwartz said. On the flip side, there will be winners, but the opportunity may be lost if they hadn’t planned for more traffic.
In a previous conversation I had with a Google spokesperson about Smart Shopping and Local campaigns being rolled into Performance Max sometime next year, I was told that Google chose 2022 as the timeframe because advertisers were likely to already have a roadmap in place for this holiday season. I’m sure many retailers would’ve appreciated this courtesy being extended to their organic efforts as well.
George Nguyen,
Editor
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