SearchCap: Google family led icon, link building and SEO audits

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

• A basic SEO audit for small businesses
  Sep 28, 2018 by Marcus Miller

  Most small businesses can perform a simple audit and improve their SEO considerably without involving an agency. Ten steps you can take to get started.

• Google adds new ‘family-led’ attribute to Google My Business profile
  Sep 28, 2018 by Barry Schwartz

  Joining the women-led and veteran-led icons is a new family-led icon for your Google local listings.

• Link building in the age of content skeptics
  Sep 28, 2018 by Chris Sherman

  When Google appeared on the scene two decades ago, it quickly outshone popular search engines such as AltaVista, Infoseek and Lycos for two primary reasons. First, most search services were caught up in what would prove to be a fatal fad: turning their home pages into a “portal” for the internet while neglecting their core […]

Recent Headlines From MarTech, Our Sister Site Dedicated To Internet Marketing:

• 50 million Facebook user accounts hacked
  Sep 28, 2018 by Amy Gesenhues

  After discovering the security breach on September 25, Facebook says it doesn’t know if any information was accessed.

• For Scott Brinker, marketing is designed to balance the ‘4 Forces’
  Sep 28, 2018 by Barry Levine

  In a recent essay, the MarTech Conference chair pointed to the necessary give-and-take between automation and humanization, centralization and decentralization.

• Facebook targets ads with data users didn’t share with the platform
  Sep 28, 2018 by Amy Gesenhues

  Researchers reveal Facebook is using phone numbers identified via friends’ contact lists and numbers entered for two-factor authentication to target ads.

• 33Across launches ‘first open exchange with only viewable inventory’
  Sep 27, 2018 by Barry Levine

  The ad platform’s new AttentionX exchange scores ad space pre-exchange, making a viewability guarantee ‘superfluous.’

• Video platform Innovid launches first multi-platform OTT video-ad composing tool
  Sep 27, 2018 by Barry Levine

  The OTT Composer allows a user to create one interactive video ad that is then rendered for many different environments.

Search News From Around The Web:

• Google CEO will testify before U.S. House panel in November, Reuters
• Google could pay Apple $9 billion this year to be the default search engine on iPhones, Business Insider
• Google Executive Declines to Say If China Censors Its Citizens, The Intercept
• How Google became an architect of reality, Slate
• Possible Google Search Algorithm Update On September 27th, Search Engine Roundtable
• Surprising SEO A/B Test Results – Whiteboard Friday, Moz
• Wear OS review: Google puts usability first, Engadget