How Apple Set The Stage To Defeat Google’s Online Advertising Empire

It might seem like the digital landscape has always been dominated by big companies with big names. Google. Apple. Facebook. Twitter. But the landscape can change, and can do so rapidly. Recently, Apple has begun to take a bite out of Google’s supremacy in the online advertising arena.

Online advertising has been Google’s driving force, funding all of its other ventures for nearly 2 decades. As it turns out, this is both a strength and a weakness, and one which Apple will soon be in a position to exploit.

How Apple Set The Stage To Defeat Google’s Online Advertising Empire

Apple’s Safari Defaults To Google Searchstocksnap_ivy2vg1mad

It’s recently been discovered that Apple has a deal with Google to help bolster Google’s online advertising business. It’s estimated that Google pays Apple around $1 billion each year to be the default search option on Safari, Apple’s browser which is native to every iPhone sold.

In 2014, Goldman Sachs estimated more than 75% of mobile online advertising revenue for Google came from iPhones, which, based on public information, is estimated at $8.85 billion annually, about half of which is estimated to come from Safari searches, putting the value of Google being the default search option for Safari at about $4.4 billion annually. Online advertising revenue has only increased since 2014.

In 2014, Google reported more than $66 billion in total annual revenue, so Apple supplies/controls about 6% of Google’s annual revenue. This is a powerful bargaining chip.

Apple’s CEO Positions The Company As A Champion Of Privacy

Apple’s CEO, Tim Cook, says on Apple’s privacy page: “We sell great products. We don’t build a profile based on your email content or web browsing habits to sell to advertisers. We don’t “monetize” the information you store on your iPhone or in iCloud. And we don’t read your email or your messages to get information to market to you. Our software and services are designed to make our devices better. Plain and simple.”

This is in direct opposition to the purpose and mission of online advertising companies like Google and Facebook. Apple is a hugely influential brand with hundreds of millions of devotees, and when they say online advertising companies don’t care about privacy, it holds weight.

Apple tries to remind users often that by using Apple products – which process commands locally on the machine and not in the cloud like Google – they’re making themselves and their data more private, safe and secure.

Apple’s Siri Stands As A Gateway To Vertical Searchstocksnap_53zhdxtl23

Siri isn’t open to the developer community . . . yet.

Currently, Siri can handle basic queries (along with other functions, but we’ll stick with search for now). Queries like “What movies are playing near me” will return a result of films at local cinemas, but displayed natively and not in a browser.

This is an example of a vertical search – using a particular service to get a particular result, bypassing Google’s online advertising. While Siri itself is not a vertical search tool, it can be used in the future to access them. Current examples of vertical search engines include Amazon, where the number of product searches have overtaken the total number of product searches on Google.

When Siri opens up, users will be able to search vertically much easier than they can now. For instance, instead of using Safari:

  • iPhone users can use Siri to search Facebook, LinkedIn or their Contacts Book for a person
  • Users can search through Siri for places and be taken to Yelp or Apple Maps directly, cutting out Google
  • Searches for news can be sent straight to Apple News
  • Searches for products sent to Amazon
  • Searches for travel sent to Expedia, Orbitz or Priceline directly.

The more vertical searches Siri can handle, the fewer searches Google gets on Apple devices, which directly cuts into their online advertising profits and brand recognition.

The stage is set, but it will be a long, slow, drawn out process. Should Apple continue to move in these directions – being a go-to source of Google’s online advertising revenue, championing privacy and opening up vertical search – this will limit Google’s online advertising growth and lower the company’s margins.

At Cohlab Digital Marketing, we’re passionate about online advertising. If you’d like to learn more about how to grow your business through Google’s AdWords tool, reach out and we’ll walk you through the process.

See All The Info Google Collects On Your Google ‘My Activity’ Page

We all know Google has been collecting data on us for years. Now, with the Google My Activity page, you can see [most] of your data all in one place.

Google’s new Google My Activity dashboard allows you to see nearly every piece of data they have ever collected on you: websites visited, images viewed, videos watched, searches performed . . . the list goes on!

It may be terrifying, but it can also be a relief; Google is finally giving you insight into what it is tracking, while also giving you tools to control what they track and store, both in the past and future.

What’s All On The Google My Activity Pagepexels-photo-6

If you’re a frequent user of Gmail, the Google suite of products [Drive, Docs, Maps, Search], YouTube, the Android operating system, the Chrome browser or other Google products, you will likely see a treasure trove of information on upon navigating to your Google My Activity page (you’ll need to sign into your Google account).

Depending on how long you’ve been using these products, Google may have nearly two decades of information stored on your Google My Activity page.

How To Control Your Data

All of the Google My Activity data is used by Google to improve its services for the rest of its users, and to give you a more personalized experience by autocompleting searches, serving you videos or ads you may be interested, and recalling your commute/travel patterns.

In light of this, you may or may not want to delete all or some of your Google My Activity data, as well as change how it is collected in the future. Google has given you the tools to do so.

Delete Past Data

You can delete all of the data Google has collected on you in one fell swoop. This may affect your Google experience, as noted earlier.

  • To delete all data on your Google My Activity page, click the menu button on the top left, click ‘Delete activity by,’ and under the ‘Delete by date’ option choose ‘All time.’ Then click ‘Delete.’

You can also be more strategic and delete certain data by keyword/search term, by Google product (Maps, Docs, YouTube, etc.) or within a date range.

  • To delete one item (or day) on your Google My Activity page, find the item and click the three dots next to it, then click ‘Delete.’
  • To delete a date range of activity, click the menu button on the top left, click ‘Delete activity by,’ and you can then choose to delete from today, yesterday, the last 7 days, etc. You can also choose a custom date range.

Decrease (Or Increase) Collection Of Future Data

You can decrease (or increase) the amount of data Google collects from you in the future easily enough. Again, this may affect your Google experience.

  • To change what data is collected, click the menu button on the top left of the Google My Activity page, click ‘Activity controls,’ and choose which type of activity you would like to pause and what you would like to turn on.

Remember, if you don’t want to see any of your activity on the Google My Activity page, the only absolute way to prevent it is to not use any Google – or Google adjacent – products.

Google’s Panda Update: It is All About Quality

Google is once again changing the game with its Google Panda update. We’ve often discussed the importance of SEO optimization being in-line with Google’s algorithm. In addition, we’ve shared the importance of having high-quality content on your website. Panda is another Google SEO algorithm update that makes this even more crucial. Google designs its algorithm to ensure that the best quality and most relevant sites for a given search term is offered in search engine results. Obviously, websites that are higher to the top of the list will have more traffic and more conversions than websites on page two or three of the results. Content is a significant driver that determines your site rank.

What Is The Panda Update and Why Should You Care?stocksnap_ivy2vg1mad

Panda is an update to the Google algorithm that is now integrated into its core SEO engine. Named for Google engineer Navneet Panda, who developed the technology to implement the algorithm, Panda is specially designed to lower the rank of websites with “low-quality” or “thin” content. Due to Panda, it is now more important than ever that your site contains content that is of the highest quality. Panda was first introduced in 2011 and is updated periodically. This latest Panda update allows websites that were previously penalized by Panda for poor content to rise to the top of the rankings once more if the website made the appropriate changes. However, the update also places more importance on quality. This means that if your site has been enjoying positive results from your organic SEO strategies if your success did not include the use of a higher-level quality in content, your traffic could see a significant drop.

How to Handle the Panda Update

If your website already uses exceptional content, you should have nothing to fear. In fact, it is likely that as poor quality sites begin dropping in rank, your site’s rank will rise. The best way to determine how Panda is affecting you is to use Google Analytics and keep an eye on your stats. However, if you know or are unsure if your site has the level of quality Google now requires, there are ways to overcome a possible drop in rank. Matt Cutts, the head of spam at Google describes the type of content the new update is looking for.

“This update is designed to reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. At the same time, it will provide better rankings for high-quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on.”

Given that description, you may have some work to do to freshen up the content on your website.

At Cohlab, we fully understand the importance of digital marketing through the use of quality content. It is critical that customers and prospects be targeted and provided the best message, in the best manner, at the best time, and that you fully understand their needs through solid data. Creating and delivering content of this caliber can be a challenging effort. That is why we partner with you and take the time necessary to ensure you get the most out of your efforts. We “cohlaborate” with you to generate the right message, and our strategy is proven to be exceedingly successful for our digital marketing clients.

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