Mountain View

Heather Fletcher is senior content editor with Target Marketing.

Missed in all of the hysteria around Mobilegeddon was the arrival of another algorithmic change, one with a very serious effect. On April 29, Google-watchers and site owners detected another "big" change creating huge drops in traffic for sites impacted. Because this change sneaked in without warning, it has been dubbed "Phantom 2." The change seems to attack the same problems addressed by Panda — the ever-pervasive and deadly — thin content. There is also speculation that another Penguin is hatching in Mountain View, readying an attack on over-optimization and other violations of Google's rules of the road.

Many fitness routines concentrate on strengthening core muscles before worrying about the rest of the body. eHealth, a Mountain View, Calif.-based online marketplace for individual and family health insurance, concentrates on its core strengths and hires the corporate equivalent of personal trainers for the parts that need more help. "We are not fulfillment experts," says Gary Matalucci, eHealth's VP of customer care. "And, as our volume has increased, I think we looked to find efficiencies leveraging, whether it's technology, scale or relationships with other vendors, to help with areas that aren't our areas of core expertise."

You can all relax now. The near-unprecedented outage that seemingly affected all of Google's services for a brief time on Friday is over. The event began at approximately 4:37pm Pacific Time and lasted between one and five minutes, according to the Google Apps Dashboard. All of the Google Apps services reported being back online by 4:48pm. The incident apparently blacked out every service Mountain View has to offer simultaneously, from Google Search to Gmail, YouTube, Google Drive and beyond.

My friends in the expensive business of premium content have an economic bone to pick with a certain social network. The story goes that Facebook gets mundane content from its users for free, and then uses that content to draw its audience of more than a billion people, most of them spending hours on end at the site. And somehow, without spending a dime on content, Facebook rakes in the advertising dollars. It's not right, is it? The world's most creative professionals painstakingly toil to create outstanding—and undeniably expensive—content, all while banal photo snapshots of breakfast make billions for

Action-driven tasks—such as finding a location, store hours and click-to-call—rank as top priorities for mobile Web surfers, according to a new study from Google. Google’s “What Users Want Most From Mobile Sites” report takes a look at how consumers interact with the mobile Web. In addition, the report pulled together a few case studies and best practice tips to help marketers boost their mobile Web initiatives. “Marketers need to understand that their customers have different needs when accessing mobile sites as opposed to desktop sites,” said Masha Fisch, marketing manager for mobile ads at Google.

Google Inc. recently announced that it will launch a site that compares car insurance rates in the United Kingdom. The Mountain View, Calif.-based search engine giant said it will provide quotes from nearly 120 car insurers. … Some see the move as Google’s latest effort to expand into the financial services arena. Andreas Pouros, chief operating officer at Greenlight, a London-based direct marketing agency, said while the new car insurance comparison site doesn’t come as a surprise, it may rattle the competition. “Google itself will have to convince consumers and the car insurance providers themselves why its comparison

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