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Digital news to watch: Keywords tool, Google’s core update and more.

Our Senior Performance Marketing Manager Tom and Senior Performance Marketing Executive Kylie discuss the new keywords and topic research tool, more on Google’s core update, 4 great PPC and ad extensions you need to try, SEM vs. SEO and a reminder that Google is ending expanded text ads this month in this week’s digital news to watch.

New keywords and topic research tool launched by Inlinks

The new keywords and content planning tool by Inlinks is designed to speed up the content creation process. The tool finds clusters keywords by intent and is now available to all subscribers. Inlinks have designed this tool to aid keyword research and recognise the context of keywords and user intent to produce clusters of keyword variations on specific topics and questions. This new Inlinks tool also takes into consideration the context of competitor keywords. This tool provides a new way to explore multiple topic clusters which can then be used to form a content plan within the editor tool.

More on Google’s May 2022 core update

Googles May core update was released on the 25th May 2022, and now we can finally start to analyse the impacts. SEMrush and RankRanger have been the data providers for the reports and have looked into the volatility of the updates. Mordy Oberstein, Semrush communication advisor stated “This is already the third core update in a row where the initial roll-out saw a very short burst of initial rank volatility”. He then added that “this seems to be a new pattern”. In terms of volatility compared to the November update, the average volatility seems to be less in may than it was in November, however overall, the may update seems to be much more significant than the November update. Google have advised on what to do if you are hit and have reminded companies that it does not necessarily signify that anything is wrong with your page.

4 great PPC and ad extensions you need to try for yourself

Ad extensions can help you maximise your visibility in search engines. Be this on Google Ads or Microsoft Ads, ad extensions can help to improve your ad performance, and allow for additional or more detailed messaging that doesn’t fit in the base ad copy. The four ad extensions you should look into using include image extensions, structured snippets, price extensions, and call extensions. Like with most things in marketing, it is important to review your ad extensions on a scheduled basis such as quarterly, to make sure you are staying ahead of the competition and not missing out on any opportunities.


What is the difference between SEO and SEM? SEO stands for search engine optimisation and is not a component of SEM. SEO is the organic effort that goes into marketing through search engines and SEM and PPC are paid initiatives through search and other platforms. When deciding whether to use SEO or SEM, you need to have a clear set of goals, an accurate idea of budget, know how your website is currently performing, how much data you have available and what your online reputation is like. It is difficult to establish which of the two you should use, however by combining the two your stand a real competitive advantage.

Google are ending expanded text ads this month

Come the 30th of June, Google will no longer allow the editing or creation of expanded text ads, as their goal is to simplify the way in which search ads are created and driving performance with automated tools. The change was announced in August of 2021, and when the change comes into fruition, users will only be able to create or edit responsive search ads in standard search campaigns. Google have said that advertisers that change from expanded text to responsive search ads can expect to see a 7% average increase in conversions for a similar cost. To prepare marketers and SEO professionals for the change, Google have released the following recommendations:

  • Repurposing high-performing text ad content into responsive search ads and focusing on improving ad strength.
  • Applying changes suggested in the account’s Recommendations
  • Pinning headlines and other copy in specific positions to ensure they always show.
  • Using variations to test different ad versions.
  • Reviewing assets in cross-campaign reporting based on performance to identify the most effective messaging.
  • Evaluating incremental growth in impressions, clicks and conversions at the ad group and campaigns levels.

If you would like support with your digital marketing or would like any other information, get in touch with our industry specialists by sending us an email to

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