Good morning, search ads in the UK, Turkey and Austria are set to get more expensive in November. 

It’s a tough pill to swallow — particularly given that the increases are the result of Google passing along digital services taxes on the internet giants themselves — but one that companies advertising in those countries will need to plan to take. We go into things to consider when this increase gets passed along just as the critical holiday season kicks off, including campaign targeting settings, profit margins, budgeting and cost-per-acquisition calculations. This gets tacked on top of your invoice, so you’re not going to see it reflected in your campaign reporting. Amazon and Facebook have taken similar approaches, though it’s not clear yet how Facebook will handle it in these three countries. 

Ratings and reviews are incredibly important for local businesses, yet fraud continues to be a big problem. Apple’s iOS14 is poised to shake things up. It will allow users to add photos and rate a business natively within Apple Maps. Currently, it relies on Yelp and TripAdvisor for ratings and reviews. “The most interesting part of Apple Ratings is the company’s apparent effort to prevent review fraud,” reports Greg Sterling. “Developing and presenting its Ratings as more accurate and free of fraud could help differentiate Apple Maps as a local search platform in the future.”

Keep reading for a look at a Knowledge Panel test, Search Shorts and more. 

Ginny Marvin


Descriptions and ScrollToText links seen in Google Knowledge Panels

A description accompanied by a link appearing within a Google local Knowledge Panel. Tip of the hat to Andy Simpson, who first spotted this test.

Google seems to be testing descriptions and links within some local Knowledge Panels. It may also be conducting similar tests on brand Knowledge Panels as well, as Brodie Clark pointed out. In some cases, the links may support ScrollToText, a feature commonly seen in Featured Snippets.


Top tips for improving your Quality Score

Within Google Ads, every keyword is subject to Google’s Quality Score metric, which impacts your cost and your ad’s ability to display. Download the Quality Score Improvement guidebook from Titan Growth to learn the three main components that impact Quality Score and tactics for improving yours.

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Search Shorts

Googlebot & Bingbot tidbits.

 Brotli compression. Gary Illyes from Google confirmed that Googlebot does support the brotli compression format when crawling.

Bingbot and Discourse. Seems like some are upset with how heavily Bingbot is allegedly crawling Discourse forums.  Bing seems to be looking into it.

Jackie Ormes Google Doodle. Did you miss the interactive  Jackie Ormes Google Doodle? If so, you can check it out over here.

College town COVID recovery. College towns have been disproportionately affected by COVID-19, but are starting to recover as students return for fall semester, according to a new Yelp local economic impact report.

Contactless menus from TripAdvisor. TripAdvisor has created a new Contactless Menu capability for restaurants to prevent multiple people from handling physical restaurant menus during COVID-19. Users access menu content using a QR code. It’s free to restaurants with menu links in their TripAdvisor listings.


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What We're Reading

We've curated our picks from across the web so you can retire your feed reader.

Building content moats for stronger competitive advantages – Kevin Indig

Close to Home: How the Power of Facebook and Google Affects Local Communities – American Economic Liberties Project

Google My Business Requesting Update Service Availability – Search Engine Roundtable

Google’s Quiet Preparations For Apple’s IDFA Change Offers Hints On The Future Of Its Own Mobile Ad ID – AdExchanger

Page Authority 2.0 Is Coming This Month: What’s Changing and Why – Moz

The 2020 Doodle for Google national finalists are here – Google Blog

The Blurred Lines and Closed Loops of Google Search – Wired

Waze adds Batman and the Riddler as guest voices – 9to5Google