Bullseye Buzz: Facebook Attribution Change, Google Indexing Issues
October is typically reserved for ghouls, goblins, and spooky frights. This year, as we are all too well aware, is different. This year, October brings with it some scary changes to SEO and Social Media marketing. But before you scream or hide, be sure to read the details of this week’s Bullseye Buzz. Boo!
Facebook Kills 28-Day Attribution Window on Ads
Facebook has announced that digital marketers will no longer be able to track direct actions over a longer period. In essence, marketers had been able to track specific responses to their campaigns for a window more expansive than their Facebook ad campaign run. Why does it matter? If someone was served an ad and purchased the product two weeks after the campaign ended, the sale could be attributed as the Facebook ad playing a role in the purchase-making-decision.
Instead of a 28-day window, as of October 12th, Facebook will be offering a 7-day overview of performance.
“Upcoming digital privacy initiatives affecting multiple browsers will limit business’s ability to measure people’s interactions across domains and devices. Among those limitations is the ability for businesses to attribute conversion events back to an ad over longer attribution windows.” – Facebook’s official announcement as reported by Search Engine Journal
You’re Not Darkly Dreaming Google Indexing Issues
Like a serial killer victim wrapped in plastic, Google has announced that your page’s absence in search results did not occur by natural causes. Indexing issues for both canonicalization and mobile-indexed results began around September 23rd.
In some instances, Google was showing a completely wrong website for a page. There were also reports of Google not showing that page at all.
As of the publishing of this blog, the issue is still unresolved. However, Google says there’s nothing that needs to be done by website owners at this time.
We are currently working to resolve two separate indexing issues that have impacted some URLs. One is with mobile-indexing. The other is with canonicalization, how we detect and handle duplicate content. In either case, pages might not be indexed….— Google SearchLiaison (@searchliaison) October 1, 2020
Changing Web Layout May Result in Scary Falls
John Mueller, Webmaster Trends Analyst at Google, was recently asked on a video conference about the effect of changing a website layout on search ranking. And the answer may be frightening to some digital marketers.
“Changing the layout of your pages can affect your search results,” replied Mueller without pausing.
Even if the page content and the URL aren’t changing, there may be other factors that could affect results.
Meuller continued: “It’s not that you need to avoid making these changes, but rather when you make these changes, make sure to double-check that you’re kind of doing everything really well.”