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  • Posted on 11 November 2013

SEO Industry Updates for October 2013

Google starts to index apps

by Gary Moyle

Google has rolled out its app indexing service in the US and it won’t be long before it reaches the UK marketplace as well.

App indexing allows webmasters to connect pages from their website to specific content within their Android app. This function will therefore enable Android smartphone users who have the appropriate app installed to access it immediately from relevant mobile search results on Google.


App Indexing definitely has a lot of potential especially in terms of allowing those publishers with Android apps to enhance their search snippets as well driving more engagement with app based content. It’s certainly something we recommend clients sign up for once it becomes available in the UK.

You can read more via Google’s announcement below:

The full technical details are available on the Google Developer Site:

Google Page Rank remains frozen: What is its future?

by Thomas Koutroukis

PageRank is used by Google to determine the importance of a web page. It’s considered to be one of several factors used to determine which pages appear in search results.

As we know, Google considers links to be like votes and also recognises that some votes are more important than others. As Danny Sullivan has already mentioned before, “PageRank is Google’s system of counting link votes and determining which pages are most important based on them. These scores are then used along with many other things to determine if a page will rank well in a search”.

In a recent video Matt Cutts implied that PageRank has started to lose some of its value. Moreover, in his keynote speech at PubCon in Las Vegas a few weeks ago, Cutts revealed the reason why PageRank hasn’t been updated since February and why possibly it may not be updated at all this year.

Internally it is known that PageRank is updated on a daily basis and every few months Google unleashes the PageRank data to the Google toolbar through a pipeline. We haven’t seen a PageRank update all these months because this PageRank pipeline has broken. This means that although the PageRank data internally continues to update as normal, webmasters and users cannot see the effects of these changes.

The reason for this change is that Google feels that too many people obsess over PageRank and it doesn’t see it as a primary issue that needs fixing. Also, the fact that PageRank has not been updated since early this year means that webmasters haven’t been relying on it as a solid SEO tool to reveal the value of a site. Overall, we see this as a positive development with some clear benefits. Online marketers will need to judge the true value of a website by using a combination of different qualitative elements and not by relying excessively on the value of a single metric.

It’s unlikely that we will see a further PageRank update in 2013 and Google isn’t working on a pipeline fix at the moment. It will therefore be interesting to see how PageRank will be shaped in the next year and whether Google plans to introduce any new metrics on how to value websites.

Universal Analytics Upgrade Center

by Simo Ahava

Google has now launched a Universal Analytics Upgrade Center. The centre will provide tools and guidelines to help you transfer your Google Analytics properties to Universal Analytics. This is the first of four phases in Google’s plan to upgrade all Google Analytics properties to the new version.

Account owners should take the time to explore the benefits of Universal Analytics. It’s also best to carefully plan the upgrade, especially if there’s a lot of legacy code, custom variables, and complicated tag setups involved.

This is also the perfect time to consider adopting Google Tag Manager. With GTM, the upgrade process is a lot less painful, since the new tags can be set up and tested with customizations long before the upgrade is live.

You can find information about the upgrade in the Universal Analytics Upgrade Center:


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