Daily Archives: November 11, 2021

Google On The Future Of SEO

By | November 11, 2021


Google’s Search Relations team gets together for a discussion on the future of SEO in the latest episode of the Search Off the Record podcast.

The team of Google’s John Mueller, Gary Illyes, and Martin Splitt talk about the changes they’ve seen in the past decade and anticipate what’s next for SEO.

More specifically, the three Google veterans touch on the following aspects of SEO and predict how important they’ll be within the next several years:

  • HTML
  • JavaScript
  • URLs
  • Meta tags
  • Structured data
  • Content
  • Voice search
  • And more

Here are all the highlights from the 45+ minute episode.

The Future Of HTML In SEO

Mueller suggests SEOs won’t need to learn HTML in the future as content management systems (CMS’s) become more adept at taking care of the technical aspects of a website.

“Well, I mean it’s like if you just have a a rich editor and you just type things in and then you format your text properly and you add some links. What do you need to do with HTML?”

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Illyes disagrees, saying SEO is more than just writing content. There are important elements of SEO that require some understanding of HTML, and that’s not likely to change in the future.

“But SEO is also about link tags and meta tags and title elements and all those weird things in the head section of the HTML that you can put there.

So you kind of want to know about them to control how your snippets look like or how your titles show up in search results and the rel canonical tag to control what will be the– or what should be the canonical version of a URL. You kind of want to know that.”

By the end of the discussion they’re all in agreement that HTML isn’t going anywhere as far as SEO is concerned.

The Future Of JavaScript In SEO

JavaScript may become more important to SEO in the future, but more on the progressive web app (PWA) side of things versus traditional websites.

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Mueller states:

“I think the user is kind of expecting to be able to use any app that they have in any platform, any device that they use. And it feels like that kind of work is going to continue as well. And probably, that means things like understanding JavaScript will become more and more important for SEOs as well…

But it probably also means that a lot of these apps suddenly have to think about SEO in general. Like what do they actually want to have findable on the web, because in the past, they were just apps.”

The Future Of URLs In SEO

Mueller brings up the topic of URLs and whether they might go away in favor of entities or IP addresses.

Illyes says he doesn’t see URLs going away any time soon:

“Fortunately, URLs cannot go away… At least not in the foreseeable future, because the URLs they are the
standard way to communicate addresses on the Internet. And without that the Internet is just not the Internet.

The same way domain names cannot go away because of how the Internet is built or IP addresses cannot go away because of how the Internet is built. The same way URLs cannot go away.”

The Future Of Meta Tags In SEO

Mueller asks if there’s a possibility more meta tags may be introduced in the future.

Splitt immediately shoots down that idea, saying there’s almost never a good reason to introduce a new meta tag:

“I hope that we are not introducing more meta tags. And usually, when you see internal threads about, like, this search team wants to introduce a new meta tag. Then usually both John and I jump on that thread and we are pushing back quite aggressively because there’s very rarely a good reason to introduce a new meta tag.”

The Future Of Structured Data In SEO

Will there ever be a point in the future where Google doesn’t need structure data to understand what’s on a page?

Splitt says Google is almost at that point already, but structured data is still helpful and recommended:

“I’m pretty sure we can understand: Oh, this is a product, and the product’s name is this and the product’s price is that and this is a product image.

But it is kind of nice to have this explicit machine-readable information where you can say: “Oh, so they specifically want us to think of it as a product.” It’s basically a glorified meta tag…”

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The Future Of Content In SEO

Mueller brings up the topic of text generation algorithms and whether SEOs will even need human writers in the future.

Illyes has so much to say on this subject that he believes it should have its own podcast episode.

In short, Illyes sees potential in machine generated content and says it can be indistinguishable from content written by humans at times.

However, Google doesn’t want to rank machine generated content in search unless it has been reviewed by humans.

“I think that could be a topic on its own for a future podcast episode because we can see the pros and the cons of machine-generated content, and we are quite strict about what we allow in our index.

But on the flip side, you can also see very good and smart machine-generated—I don’t know if smart is a good word, but very intelligent machine-generated content…

Right now, our stance on machine-generated content is that if it’s without human supervision, then we don’t want it in search. If someone reviews it before putting it up for the public then it’s fine.”

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The Future Of Voice Search In SEO

Voice search is unlikely to be the next big thing in SEO, so don’t worry too much about learning how to optimize for it.

When asked about voice search, Splitt says:

“Oh God, the future that never will be. I think no, because if we learn anything—I remember a bunch of years ago, people were like: Oh, we’ll stop using keyboards and just do voice.

And I think that has been a recurring theme from the 90s. But I think in the future, it won’t change and will naturally or magically become the number one thing that we need to worry about, simply because it changes the input modality, and it changes probably how queries are phrased, but it doesn’t change the fundamental use of natural language to retrieve information from the Internet.

So I think you don’t have to worry too much about it, to be honest, but that’s maybe just me.”

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Listen to the full podcast episode below:

Source: Search Off The Record


Featured Image: Andrey_Popov/Shutterstock





Source link : Searchenginejournal.com

How to Easily Perform a Technical Audit with Rank Ranger’s New Site Audit Report

By | November 11, 2021


Performing a technical SEO audit is daunting. Whether your site is big or small, getting into the nitty-gritty of your site’s technical performance can feel overwhelming. With so many elements and items to review, consider, and perhaps fix, it’s no wonder that performing a site audit is a source of SEO anxiety. 

Performing a technical site audit doesn’t have to be all that intimidating. To ensure it isn’t we went ahead and created an all-new Site Audit Report aimed at simplifying the barrage of data normally associated with technical SEO audits. Here’s how to use our new Site Audit to gain straightforward, clear-cut, helpful, and emboldening technical analysis and insights (so that you can breathe easier the next time you need to do a site audit). 

Site Audit Banner

The Site Audit Beta Report is a part of our recently launched Beta Blitz… but Beta Blitz is just too big for one post! We felt the Site Audit was so important that we should discuss it on its own. This beta report, like the others, is open to all (and using it won’t incur any new charges for our current users)!

How to Begin Your Site Audit Journey

Knowing where to start, in my opinion, can be the most exasperating part of a site audit. Should you focus on indexation, links, or even content issues such as duplication? 

We’ve tried to take the guesswork out of where to begin. Let me rephrase that. We’ve worked to make it easy to know where to start so that you don’t have to rely on guessing. To get you started we’ve put an overview in front of your eyes at the onset (which of course is quite logical).

The Site Audit Report’s Overview is broken up into distinct sections (Content, Indexation & Configuration, Links, and Performance). Each section contains a breakdown of the elements it contains. So for links you’ll see Broken internal linksInternal links with
nofollow, Broken external links,
etc. Next to every element is its status. Meaning, if there are errors, a big and clear red box shows up that appropriately says Error within it. More, the report tells you how many items have an issue both numerically and as an easy to digest
graphic

Links Section of Site Audit Overview

Each section of the Overview Report offers a color-coded status label, along with both a numerical and graphic representation of how many items are included within each status 

The upshot is that in literally less than 30 seconds you’ll know where your major issues are and how pervasive each problem is. 

Once you’ve surveyed the field, you can identify target areas to focus on by capitalizing on the widgets within the Content and Indexation & Configuration sections. 

The widgets, per their very design, offer a simple look into: 

  • How many of your pages contain original, duplicate, or even similar content 
  • Total HTTPS pages vs. total HTTP pages
  • Your site’s breakdown of content types 
  • A breakdown of your site’s HTTP status codes
  • The number of pages crawled per depth level (1-click, 2-clicks, etc.)

Indexation Widgets - Site Audit Overview


The ‘HTTPS Status Codes’ and ‘Page Crawl Depth’ widgets help you qualify the data within the Indexation & Configuration section of the Site Audit Report 

After identifying an overall area of focus, use the widgets to help qualify just how pertinent any issue you have might be. That is, just how extensive is your duplicate content issue, how much of your site consists of some form of duplication, and so forth. 

Let me walk you through how I might go through this process by looking at an actual site (we’ll keep the site confidential, “errors” can be a touchy matter).  Based on the above image, it looks like I have some big issues with duplicate page content here as well as a broken internal link. 

The broken link is a broken link, but I don’t know what 43 instances of duplicate content means relative to the amount of content on my site. That’s where the Original vs. Duplicate widget comes in handy. 

By looking at the widget I can see just by the amount of red contained within it, that I have a decent amount of duplicate content. Specifically, out of 896 total pages, 43 of them contain duplicate content… not good. 

Site Audit Content Widgets



The ‘Orignal vs. Duplicate’ widget helps me easily determine the extent of the content duplication problem 

A Quick Way to Discover Site Errors 

I want to mention that there
is a time and a place to jump right into your site’s “errors” without first surveying the field so to speak. To do that you can just click on the Issues tab within the Site Audit Report. Once there you’ll get a list of items organized per status. Meaning, you’ll see all your errors under the Error label, all of your warnings under the Warning label, etc. 

Site Audit Issues Report



Easily determine all of your site’s issues, warnings, etc. via the Issues tab within the Site Audit Report 

By using the Issues tab you can get a quick glance at all of your errors, be they
content errors, link errors, and so forth, and then you can take it from there. It’s a great way to get a feel for where things stand if you’re short on time or just want a quick look into things. 

For now, let’s continue on our journey through an easy to execute site audit by heading back to the Overview and to our duplicate content errors. 

Drilling Down to Page Level Site Audit Insights 

Obviously, with 43 duplicate content errors, it would be nice to know what specific pages we’re dealing with here. The best way to get going here is to click on the element you’re interested in. In this
case I’m going to drill into Duplicate page content (by simply clicking on the element within the Overview). 

The Site Audit Report takes you right over to the Pages section of the Site Audit Report which shows you the very pages that contain duplicate content. The thing I **** best about utilizing the report this way is that it will show the metrics relevant to duplicate content without me having to do anything. In this way, the report is in a sense guiding you to the information pertinent to you as you drill down into the site audit. 

At the same time, you can custom select which fields you do and don’t want to be displayed. In our case, I’m going to make use of that. Earlier I saw the site had a broken internal link. So I’m going to go ahead and add a column to show my broken links.

Site Audit Pages Report

The pages that contain duplicate content as ordered by those with the most ‘Issues’ and showing a column that would indicate if a page contains a broken link

The idea here is to sort of kill two birds with one stone by picking out those pages that have both duplicate content and broken links so as to be able to focus on the worst of the worst first. However, as you can see above, no pages that contain duplicate content also contain a broken link. It was worth a try. 

For now, I’ve sorted my pages by Issues so that I can see which page is the most problematic from a quantitative perspective. Once you’ve sorted your pages according to your preferences you can dig into the entire page’s profile. 

OK, so let’s click on the page that contains duplicate content and that has the most issues (seems like a good place to start). 

Site Audit Page Analysis

A technical analysis of a single page reveals all of the specific issues found as well as an overview of important page characteristics

Looking at the audit of this page we’re clearly told that there are some duplicate content issues. We also see that the Status Code here is fine and that the page we’re talking about took two clicks to get to from the homepage. Meaning, it’s not like the crawler had to dig that deep into your site. The page is easily accessed from the site’s menu and is
a
page
users
could very well click on and is most likely a page you very much want to rank well. It also contains an enormous amount of internal links as well. 

For convenience’s sake, the page’s URL is right there so you can head over should you want to familiarize yourself with the page. 

If we move down the report we’ll find a full list of all of the issues the page contains. Each issue is color-coded according to the labels we saw on the report’s overview (i.e., red = error, orange = warning, etc.). 

Site Audit Page Issues

The issues found on a specific page along with what a particular issue means, why it’s a problem, and how to fix it

From the look of things here, the biggest issues are in fact the duplicate page content per se (as opposed to thin content) along with some duplication in the “tags” and so forth. Meaning, beyond cleaning up the text itself, I would need to look at the H1 and the description, etc. 

If you’re looking to learn more about what an error means, this is a good place to do so (I will admit that there are times when I forget what the problem is with a certain status). I’m going to go ahead and open more about Thin content to see exactly how that’s defined. 

Looking at the image above, we’re defining thin content to be content that is below 200 words. Notice, however, that the recommended resolution calls on you to evaluate the
page, since it could be a case where the page is suited for thin content. That is, the amount of content used on a page depends on the function/purpose of that page. 

Now we get to the heart of the matter, the pages giving us a duplication problem:

Site Audit Duplicate Page List

Here we can see which pages have the same content, the same title, the same description, and the same H1. Now we can decide which page to change and which page to leave alone. 

As an aside, and since links are just that important, the page level report shows you all of your links along with their status code and is broken up according to internal and external links. You can also see which pages contain a link to the page along with the anchor text used.  

Page Links - Site Audit

A listing of all of the internal and external links found on a specific page  

Tracking Your Technical Optimization Progress 

Handling the technical aspects of your site is often a never-ending process, so it’s good to take stock of where you are and what progress you’ve made. 

Before I get into tracking your technical optimization performance, let’s just sum up where we are in the site audit process. So far we’ve: 

  • Surveyed our site’s health
  • Identified areas of concern
  • Qualified our areas of concern
  • Tracked down the pages most concerning to us 
  • Analyzed our pages of concern to determine what action we should take 

Not too shabby. Now what? 

Let’s assume we’ve dealt with our duplicate content issues. We’ve updated some content and perhaps have redirected some
pages, or applied the canonical tag. Our site is hopefully healthier than it was in the past. But how do we know? 

That’s where I head to the last tab of the Site Audit Report, the Compare tab. Here I’ll take a look at how I have performed since my last
crawl, or any other crawl I’ve executed to see how my overall progress is looking. 

Site Audit Crawl Comparisons



A comparison of my most recent crawl to a previous crawl shows both the aggregate and per item progress that I’ve made 

The report offers you a look at how you’ve done overall, and as you can see I have one less issue this time around! However, and as exciting as that is, I highly recommend you look at the report on a per item basis. 

If we look within the Errors category, you can see a lot of progress has been made with eliminating duplicate content and dealing with broken internal images. 

Notice, you can use this report to determine when an issue arose. For example, I know that my 4xx error had to have developed between early August and early October since as of August 1, no such error existed. Knowing this is really helpful, especially if you’ve made some sizable changes to your site during that time as there’s a good chance those changes brought about that error. 

At the same time, you can use the data here to catch yourself and pick up on areas you’ve been ignoring. As I said earlier, technical SEO implementation and performing a site audit is no easy task as it encompasses so many different site aspects. It’s easy to miss or skip over any given item at any given time. Via the Compare
Report
you can pick up on those instances. 

For example, if we look under the Warnings section you can see that I’ve glossed over dealing with images missing alt tags. Certainly an item I should get to and now I know. 

Warning Status Site Audit Comparison

By tracking my performance, I can see that I’ve ignored dealing with images that are missing alt tags

By the way, if you click on any of these issues, the Site Audit Report brings you right back to the Pages tab so that you can get on it! 

I’m really very fond of this section of the report. It gives me good insight as to both a site’s strong and weak points. More importantly, the report helps me to refocus whenever I get lost in and preoccupied with the matter at hand. 

I should mention, that you can also check off issues as you resolve them. Within the Pages tab, should you hover over the number of issues a page contains, a checklist will appear. The tool gives you the option to check off any items you may have completed. 

Site Audit Issue Check Off

The Pages Report showing some of a page’s issues as being resolved 

What I find really helpful is that the tool puts a green circle around the number of issues once you check an item off. So imagine you do an audit, review it, check a few things off, and come back to it a few days later… the green circle will tell you that you started marking some issues as fixed but still have some open items. 

For the record, once you complete all the issues for a given page, the circle goes full-on green (i.e., the circle outline becomes filled in). 

Completed Issues Site Audit

Once all of a page’s issues have been resolved, the green indicator outline becomes filled in. 




I really **** this element. Really easy, super helpful, and most importantly – time-saving!

The Rank Ranger Site Audit – Making Technical Optimization Easy (Easier) 

Digital Light House

I hope this little site audit journey has shown you that executing and analyzing a site audit does not have the be the mountain that we generally think it is. There are ways to simplify the process and get some solid guidance along the way. It’s precisely for these reasons that we’ve developed our new Site Audit Report. If our site audit tool does anything,
it’s make the technical optimization process so much easier and less overwhelming. 

I’d **** to hear if our new Site Audit Report has made your technical optimization easier and less daunting! Reach out and share your experiences, comments, and questions! 

You can find the new Site Audit Report within the Rank Ranger interface under Reports>Audit>Site Audit 

About The Author

Shay Harel

Shay Harel is the CEO of Rank Ranger, an innovative and comprehensive SEO & digital marketing Saas platform. In addition to overseeing company growth, Shay can be found tapping away on his keyboard developing new and unique SEO data reports.

When not hard at work helping guide the SEO industry, Shay enjoys spending time with his family, strumming his guitar, exploring exotic places, and indulging in fine wine from his growing collection.



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كلمات اغاني مكتوبة كاملة

By | November 11, 2021

كلمات اغاني مكتوبة كاملة موسوعة عربية لجميع المطربين والمطربات العرب وشاملة كل الاغاني القديمة والجديدة بكل المعلومات والتفاصيل المتاحة عنها.

اسلام العربي

Massive CTR Study Reveals Actionable Insights

By | November 11, 2021


seoClarity published a research study of 750 billion and over 30 billion clicks, the largest CTR study ever. The massive research yields multiple insights into Google search CTR behavior that can benefit online marketing strategies today.

The data analysis, which is broken down by device, industry, country and seasonality, uncovers surprising details that may have otherwise gone unknown.

CTR of Top 10 Positions

The top 5 search results positions on desktop averaged 17.16% clicks while on mobile it was less, an average of 15.54%.

What the data revealed, averaged across 17 billion keywords, is that searchers on desktop were more likely to click on the top five search results than those on mobile.

It’s not a giant leap between the two, but there is a difference.

Conversely, users on mobile were more likely to scroll down to click on the bottom of the search results, positions six through ten.

It’s a notable difference between the two.

The summed averages are:

  • Desktop CTR Position 1:   8.17%
  • Mobile CTR Position 1:     6.74%

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The pattern of regression for the top ten search positions, which means how much the CTR decreases between positions 1 through 10, is the same between desktop and mobile.

But the click patterns on the top three between mobile and desktop are very different.

seoClarity observes:

“Although the pattern of regression is the same on both devices, it shows that (across a large dataset) ranking in the lower positions on page 1 is actually better for your organic traffic on mobile than it is on desktop.

Presumably, the familiarity of scrolling on mobile devices plays a part in organic CTRs.”

CTR Per Country (All Devices)

seoClarity reviewed differences in CTR between countries where they had the most data and discovered startling differences.

There is a clear difference in CTRs between countries, with people in the United States less likely to click on the number one position than people searching in the UK, Canada, India or Japan.

Google Search CTR By Country

Graph of Google Search Results CTR by Country

The percentages below are summed averages between the top twenty positions.

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Top 5 CTR for Google Search Position 1 by Country

  1. India 14.88%
  2. Japan 13.94%
  3. Canada 11.30%
  4. UK 10.48%
  5. US 9.13%

Ranking in position one is important in every country but it is especially important in India and Japan.

seoClarity noticed an interesting CTR pattern for the lower ranking pages:

“Another interesting observation is the CTR in positions 17 through 20. In all 5 countries analyzed, those positions demonstrated a higher average CTR than positions 11 to 16.

We posit that this is reflective of browsing and scrolling behaviors.”

CTR by Seasonality

Looked at in a 12 month period, the CTR doesn’t vary a whole lot, it is fairly steady.

The highest CTR is in July at 2.29% and the lowest is in May with 2.12%. That’s a variance of 0.17.

Although that doesn’t seem like much of a difference there is actually an extraordinary difference that needs paying attention to, plus there’s a fascinating insight that goes along with that.

December, when one would expect the CTR to go up is actually the second lowest CTR in the SERPs, with May being the lowest month for CTR. The highest CTR is actually in July.

Here’s the CTR expressed as a graph:

Seasonal Fluctuations of CTR

Seasonal Effect on CTRseoClarity observes:

“December and Christmas traffic, including the January sales, are very much ‘average’ months when compared to the rest of the year.

This may be because users are migrating more towards the ‘shopping’ listings rather than clicking through the organic listings or increased competition among pay-per-click listings.”

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I agree with seoClarity that the jump in CTR during the Summer may be due to vacationers who are researching things to do and places to go while on vacation and clicking through to websites more than usual because of that.

Broken down by device, mobile shows a consistently higher overall CTR than desktop and both display the same seasonal highs and lows.

Seasonal CTR Patterns on Desktop and Mobile Devices

Graph of CTR Seasonality by Device

CTR by Industry

The industry that a query belongs to makes a big difference in CTR and whether more of those clicks come from mobile or desktop devices. While it’s important to have a quality site experience regardless of device, knowing which device is going to have a higher clickthrough rate gives a marketer an important insight on their sales and targeting.

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CTR in Apparel and Fashion Sectors

Clicks related to fashion search queries are higher on a desktop. While there must surely be variance when broken out by age groups, in general, fashion queries experience a significantly higher CTR on desktop over mobile devices.

CTR in Beauty and Personal Care Sectors

There is a greater search volume for mobile (331m) over desktop (118m).

However, there is an extraordinary difference between desktop and mobile in terms of CTR and incredibly there’s a huge gap between them on clicks to position one.

Sites in position one of Google’s search results on desktop receives 6.65% of all clicks while on mobile sites in position one garners 4.74% of all clicks.

As a reminder, these aren’t a straight percentage measurement of clicks (like position one receives XX% of clicks) but rather an average of all the clicks, as explained above.

CTR in Business And Industrial Sectors

The results for the business and industrial sectors are a bit of a shocker because there were more searches for business content carried out on mobile devices than on desktop.

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According to seoClarity:

“Somewhat surprisingly, most searches in the business and industrial sectors come from mobile devices (1b impressions), which is 54% higher than the volume on desktop (649m).”

Additionally the CTR for mobile is less concentrated on position one as compared to desktop, meaning that the CTR is more spread out across the SERPs in mobile than on desktop, where the clicks tended to cluster in the top ranks.

Position 1 of Google SERPs

  • Mobile: 6.66%
  • Desktop: 8.60%

Position 2 of Google SERPs

  • Mobile: 3.79%
  • Desktop: 4.44%

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Position 3 of Google SERPs

  • Mobile: 2.41%
  • Desktop: 2.55%

More searchers on mobile devices clicked on sites listed on positions 5 through 10 (except for position 6) compared with users on desktop devices.

Consumer Electronics

A similar CTR trend to Business and Industry manifests in the consumer electronics sector as well. There are more searches in mobile but less clicks concentrated in the top three positions than they are on desktop devices.

Top 3 CTR Dominates Desktop Devices More Than in Mobile

The trend toward a concentration of clicks in the top 3 for desktop devices in comparison with mobile devices is exhibited in almost every niche, except for the Finance sector where desktop and mobile device CTR in the top 3 are essentially tied.

Sectors Where Top 3 Dominates Desktop SERPs

  • Apparel and Fashion
  • Beauty and Personal Care
  • Business and Industrial
  • Consumer Electronics
  • Health
  • Home and Garden
  • Jobs and Education
  • Sports and Fitness
  • Vehicles & Automotive

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Sectors Where Top 3 Dominates Mobile SERPs

  • Real Estate
  • Retail & eCommerce
  • Travel & Tourism

Why Are Top SERPs Less Popular in Mobile?

seoClarity surmised that mobile users are accustomed to scrolling and that’s why they tend to scroll past the top three to five search results more often than users on desktop devices.

It may also be possible that mobile devices have more situational contexts, additional search intents, than desktop devices.

Mobile device personalization could play a role in why mobile device users scroll past the top three to five search results.

seoClarity Research is Available Now

Read the full 53 page report on seoClarity for additional insights that can improve and enhance your marketing strategies, as this article only touches a few of the insights uncovered in this study that is the largest of its kind.

Download the research paper here:

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https://www.seoclarity.net/mobile-desktop-ctr-study-11302/

 





Source link : Searchenginejournal.com

In Search SEO Podcast 11: How Sites Can Compete with Big Brands on the SERP

By | November 11, 2021


Don’t forget, you can follow the In Search SEO Podcast by subscribing on iTunes or by following the podcast on SoundCloud

The In Search SEO Podcast Poll Question of the Week!

Poll Question Episode 11

What you think small to mid-sized brands can do to keep up with the big players on the SERP?! Let us know so that we can feature you on the next episode of In Search! 

Summary of Episode 11: The In Search SEO Podcast


 

This week we interview Andrew Optimisey and get his take on what small brands can do to compete on the SERP:

  • What role does a unique selling proposition/point play when competing with a multinational brand? 
  • How can you keep up with the link building of big brands? 
  • Where does technical SEO fit into brand competition on the SERP? 

How Small Brands can Compete on the SERP: A Conversation with Andrew Optimisey

[This is a general summary of the interview and not a word for word transcript. You can listen to the podcast for the full interview.]



Mordy: Thanks for coming on Andrew! Tell us about the Cambridge SEO meetups you do?

Andrew: Great to be here. I’ve been running the events in Cambridge that are free to attend for about a year now. We had some amazing speakers: Marie Haynes, Ross Tavendale, JP Sherman. A lot of smart people. It all started with me wanting to get one-on-one time with these people, but that wasn’t going to happen. But if I could get a room full of people for them to talk to then they would be more interested.

SEO can be hard so to get some experts to come along and check your stuff is very helpful.

M: That’s fantastic! So, today we’re going to talk about brands. Specifically, what small-sized and medium-sized brands can do to stay competitive on the SERP.

Where I’m coming from is that Google has some significant bad press to deal with whether it be privacy concerns, fake news, etc. For Google, big brands are safe. Google knows that for larger brands whatever content they put out is going to be safe in that it’s accurate and authoritative. What that premise in mind what “esteem” do big brands hold in the eyes of Google these days? Has their stock gone up? Why/why not?

A: Certainly, I understand that smaller businesses can feel overwhelmed by the bigger brands wondering how can they ever beat them on the SERP. I agree that Google is favoring the big sites, but my take is that Google hates being wrong. So the reason they favor big brands is that it’s a safer bet for Google. Most people are happy with these big brands on the SERP as they have brand familiarity. Some SEOs say, “The new keyword is brand.” People have to know who you are before you pop up in the search results. If users see famous brands on the SERP why would they choose you?

M: And this is the flip side of this as brand familiarity is what the users want.

A: Yes, but then you come to the question of is this what users want or is this what Google thinks they want? And if the users don’t see alternatives how will Google know any different? Now Google does test it, as they will test new pages for a very brief amount of time. So they are constantly running tests to see what is a good result.

And you can see that Google hates being wrong when they show you the “People Also Search” box. Or when Google says we know you asked for these results, but we think you meant to type something else, but if that is wrong and you did mean to spell it correctly then you can search for that too. Google is hedge *******.

Google wants to keep you on their search engine, they want to answer your queries, otherwise, you’ll get fed up and switch to a different search engine.

M: That’s an interesting perspective. Do you then see that (i.e., intent targeting) as a sort of crutch that Google relies on? That is, we generally relate to Google offering such a wide variety of content as being reflective of understanding user intent. But according to what you’re saying it could be looked at as being reflective that Google does not know what a user really wants.

A: There are constantly offering you stuff to refine search views. So Rand Fishkin did a lot of research on zero
click SERPs and the fact that they are increasing. A large part of that is because of refinement. You search for how old is Barack Obama and Google asks you did you really mean how old is Michelle Obama and all of these things are on the SERP (when was
he president, what are the names of his kids, etc.) and all of that is right there for you on the SERP and you never actually go in and click on a search result. You end up just running another search without clicking on anything.

M: What does this mean for small businesses, particularly ones that are not locally based (i.e., a software company) and can’t take advantage of local search (i.e., Local Packs, etc.) to combat a bigger brand’s overall presence?

A: Short answer, it’s really hard. Bigger brands have so many resources to their advantage (PR, content writing, marketing) that you can’t even come near. So what I tell my clients is to find your USP (unique selling point). Why would a user choose your brand instead of one of the larger brands? Why would people buy from YOU as opposed to Amazon? You can’t compete with Amazon on price so you need some USP that will convince users to buy from you. A USP can be you, your service, or the level of knowledge you have in that particular area, etc. And this is something that a lot of businesses have trouble with, not knowing or clearly defining their USP. You need to find your niche. Amazon can be everything to everyone but it can’t be all things, it can’t be the specialist of that niche. So finding your USP is important for any small business.

M: How important is USP compared to technical concerns that are heard in the world of SEO?

A: It’s massively important. If you can’t explain to people why they should buy from you then they won’t. The best test is the elevator pitch. Can you explain your business and USP in 30 seconds? Yes, marketing is important but without a USP why would people choose you?

M: Do you think SEOs fall back on technical as opposed to working on brand identity?

A: Right, that is a problem. Even for myself, if I have a project that I’m working on it’s much easier to tackle the problems I know how to fix and to push off the problems I don’t know how to fix. So it can be easy to tell clients you can fix all their technical issues, but they still have to answer the question, “Why is my business unique?”

M: Do you have a problem with clients who think it’s just a technical issue they need to fix? 

A: Well, of course, if there are technical issues improving them will increase
a site’s traffic. You’ll still get more traffic sales even if you don’t know your USP, but knowing your USP goes beyond the importance of SEO and is a massive issue you need to sort out.

M: If a site does have technical issues, which do you think is more important to fix/improve for a smaller brand: site speed or UX/site design?

A: It really depends on your niche and how bad the issues are. If your site speed is taking 40 seconds to load you can have the best UX in the world yet no one will get there. It also depends on your niche as Google is good at grouping sites together. So if your site is slow, but it’s faster than your competitors, then in Google’s eyes your site is comparatively fast. And it depends on your audience. If the majority of your audience is on mobile phones then they’ll expect it to be fast.

M: Do you have an issue with clients who think that competing with big brands is simply a matter of technical optimization?

A: If you’re in the middle of the pack and your website is a piece of junk from an SEO perspective then will improving things technically help you get more traffic? Of course, it will, even if you don’t know what your USP is. But having a reason to exist is massive, having a reason for your business to exist is massive! And just because you have a reason to exist one week doesn’t mean there is a reason for it to exist the next week.

M: In dealing with technical SEO issues for a small or mid-sized brand where would you start? If a site has to deal with site speed or UX, etc., all things being equal where would start?

A: This is a classic SEO question because it depends. It depends on your niche or how bad specific any issue is. It is, in a
lot ways, about your relative performance, where you stack up technically relative to your competitors. It even depends on the device your users engage with. If your users are on mobile you better be fast.

M: There’s always this talk about links not being as important as they once were, do you buy that? Where do links fit in for a smaller sort of brand? More importantly, how can a smaller player compete with the natural link acquisition big brands seem to have without exerting much effort?

A: Links are still important. There’s no way a smaller brand can compete from a link quantity perspective. With that, one of the most important things becomes the relevance of your links. You don’t need to have links from the world’s biggest sites. The focus should be more on link relevancy. Relevant meaning relevant to the topics you cover, geography (i.e., the countries you’re selling to), etc. Take for example a coffee shop. A coffee shop won’t link to you (being they’re a competitor), but maybe a bakery will link to you. Being on the front of Time Magazine is nearly impossible for a small business. But you can gain good relevant links by using some smart thinking. Greg Gifford had a really good talk at BrightonSEO. He said, Google can see your niche and if everyone in your niche is linked to one site then that link is not useful, but if you can find unique links that your competitors don’t have that’s really great. Even better, if you can find links that your competitors have and you can get those links, then not only do you get a good link, but you’re also making your competitor’s link no longer unique. Dragging themselves back towards you rather than moving yourself up.

M: Do businesses understand links more than the blue link on a page? Do they understand that link building is partially about actual relationships? Using your example, if I’m a coffee shop and have a good relationship with a bakery then there’s the opportunity to develop links right there in that real-world relationship.

A: That’s certainly a mindset thing. The right way I think to approach things is by asking if they (the links) are useful. If a user on a bakery website says, “I really need some coffee to go with this cake” then it’s useful for that site to mention, “If you’re looking for coffee there’s a great place down the street.” That’s useful. That’s sort of a mindset shift, “Where would your customers expect to find you?” You can’t build 200 links to horrible directory sites that are not related at all to your business. One good link is much better than a hundred bad ones.

This goes back to
a business knowing what’s unique about itself. A lot of the time there is a point of your identity that you think is mundane, but that people who are not experts find fascinating. A good example of this is a client of mine who is a wine merchant. His perspective is, “How can I create content other people will link to? What I do is so boring.” But I said to him, “What do you know that no one else knows?” And he can list off things like the most popular wines by country, the most popular wines by what he sold, etc. He created interesting articles that people with
any interest in wine found enjoyable and he got great links.

M: It’s a funny thing that people have a hard time creating a business identity, that they feel there is none for their type of “boring” business. To me though, your business identity is just an extension of your personal identity. I’ve seen this a hundred times, you have your own way of doing whatever it is you do, which comes from who you are as a person. The more you’re tapped into your unique take on what you do, the easier it will be to develop an identity as a brand.

A: Once you get that first example out of them [the business] of how they are indeed unique, where they’ll say, “Oh, I do this thing, but it’s kind of boring and you wouldn’t like it,” but you look at them and it’s gold, then you’re on, then you get going!

Optimize It or Disavow It? – Should Small Brands Chase Featured Snippets or Focus on Paid Search?

M: I have this bit where I give you two options to choose from. These options are either both really terrible ideas or really fantastic ones. You’re
job as our guest is to choose between the two options. I call it Optimize It or Disavow It!

Here we go… Featured Snippet targeting or a paid search campaign. If your client is a small sized brand and you can do either one, featured snippet targeting or a paid search campaign, which tactic would you recommend? If a small brand could do one or the other, which tactic should they undertake? Should they go after the same Featured Snippets a big brand goes after or the same paid keywords? Which one would you recommend to a client (who of course you would never do this too)?

A: That’s mean! I’m in SEO and SEO is better than PPC right? Even though I probably have to hand in my membership to the SEO club since I like PPC and think it can be really useful.

I would have to say Featured Snippets. At the moment I think there are still some great opportunities out there with a lot of search volume for businesses to find that have not been taken up by really big brands. There are Featured Snippets out there where the holders of the Featured Snippets are pretty lousy and it won’t be so hard to take over the spot.

M: Well, thank you, Andrew, for coming out to the show.

A: Thank you for having me.

SEO NEWS & Analysis

DuckDuckGo Added Apple Maps: DuckDuckGo who previously used OpenStreetMap for their map and address searches recently announced that they will now be powered by Apple Maps.

This is a little peculiar to Mordy as it feels inconsistent with DuckDuckGo’s philosophy to choose a corporate brand like Apple and not stick to using OpenStreetMap which is more grassroots.

Google Removes Comments on Webmaster Blog: Google announced that they will be removing the ability to comment on their webmaster blog. This decision was made after realizing the “no follow” link attribute wasn’t working when it came to preventing spammy comments.

This is not a breaking news story, but it kind of shows how Google is in the same boat as us when it comes to spammers.

Spammers Harming Local Search Results: A recent report stated that spammers are taking advantage of using Open Edits in order to hurt their local competitors who have been open for many years. To explain, Google recently gave businesses the option to show when they would be opening and entering the market. Spammers have been suggesting to Google that a competing business is set to open in the near future when in reality that business has been open for years. The result makes it appear that the business in question is not yet open and therefore irrelevant to potential customers.

It is fairly absurd how easy it is for people to suggest such an edit to the open **** of a business which has been open for years. Mordy wonders about Google’s obligation to make sure people’s businesses can’t be manipulated in a harmful manner before releasing a feature.

[UPDATE: Google has reportedly resolved this issue. Now, if a business is already opened you cannot choose a future opening ****!]

Google URL Inspection Tool Gets New Features: It seems Google has upgraded its Google URL inspection tool by adding new features that give you more detailed insights into your page. For example, you can now see the HTTP response code. Check it out for yourself!

[UPDATE: The URL Inspection Tool, as of this writing, does not show redirect HTTP response codes.]

The Fun SEO Send-Off Question

If you could rename Google what name would you choose for the search engine? 

Jacqueline would rename Google “Wiseguy” while Mordy chose the less ****** “Smartypants”. He considers the new name to be accurate, cute, and slightly sarcastic.

Rank Ranger’s New Site Audit Report Tool!

This past week we launched our own in-house site audit report! Our SEO team came to our own dev team complaining that site audits were a bit annoying. There was a lot of data, a lot of great charts, but it was a bit over the top. They asked for something that is both efficient, visual, and deep. To which the development team said, “Yeah! Let’s do it!” So that’s what we did! We made a new Site Audit Report that’s really easy to use and that’s not overwhelming but contains every data tidbit you’d expect to see! 

New Hotel Pack Ranking Tool Inside Rank Ranger!

Due to the recent reformatting of Google’s Hotel Local Pack, we created this exclusive tool where you can track your rankings for Hotel Local Packs that are formatted differently than the “standard” 3-Pack!

About The Author

The In Search SEO Podcast

In Search is a weekly SEO podcast featuring some of the biggest names in the search marketing industry.

Tune in to hear pure SEO insights with a ton of personality!

New episodes are released each Tuesday!





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Google November spam update is fully rolled out

By | November 11, 2021


The Google November spam update that began rolling out on November 3rd is now fully rolled out. Google has updated us 8 days after it first started to roll out that the rollout is complete.

The announcement. Here is the announcement about the update from Google on Twitter:

Previous updates. Before this, the most recent confirmed Google update was back in July 2021 named the link spam update. Before that was the July 2021 core update, followed by the June 2021 core update, then part one and part two of the spam updates in June 2021. It’s been quite a year of updates.

Why we care. If you notice large ranking or traffic changes from your organic Google search results, you may have been hit by this spam update. Spam updates target specific guideline violations. This update may have been more focused on content spam efforts. Check your rankings and Google organic traffic over the past week to see if you noticed any big changes to your positions.


New on Search Engine Land

About The Author

Barry Schwartz a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry’s personal blog is named Cartoon Barry and he can be followed on Twitter here.



Source link : Searchengineland.com

Google Drops Sites Hosted on SiteGround

By | November 11, 2021


SiteGround has confirmed a serious issue that has caused Google to stop crawling many sites hosted there since Monday. Publishers are panicking as web pages and ecommerce store products drop out of Google.

SiteGround has posted various updates to the problem but it is still unclear what exactly is causing the issue. That in turn is causing more concern with some publishers to tweet that they are done and moving away to other web hosts.

Problem Apparently Started On Monday

The problem at SiteGround began on Monday when publishers noticed Google had stopped crawling their sites.

SiteGround Initially Denies Problem at Their End

SiteGround initially tweeted on Wednesday that they could not identify any problems on their end.

SiteGround responded on Twitter:

“We’ve received reports that a number of Google bot networks cannot crawl some websites using our DNS service.

After thoroughly audit of our DNS, we can confirm there is no blocking on our end that prevents such crawling, nor we see any logs suggesting an issue with our systems.”

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SiteGround “Escalates” Issue to Google

SiteGround next punted the issue over to Google, apparently assuming the problem was there and that Google could fix it.

SiteGround posted:

“We have escalated the issue to Google and we are working to troubleshoot and identify the cause of the problem. We will keep you updated once there’s more information or the problem is fixed.”

SiteGround Denies Problem at Their End

SiteGround followed up by distancing themselves from the problem with a subsequent tweet to essentially say they can’t fix it because nothing on their end is broken.

SiteGround tweeted

“Issues originating outside of our environment are quite difficult to predict, but we completely understand the caused inconvenience. We will update our official post with more information, once available:”

The issue was not widespread and did not affect other web hosts. It was just happening to SiteGround, which could indicate an issue specific to SiteGround, even though it might not be within SiteGround systems themselves.

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SiteGround Passes Ball to AWS and Google

Eventually SiteGround seemed to identify a problem on Thursday morning, tweeting

“Update on the issue reported by some users regarding Google bots unable to crawl their sites:
We traced it down to a network issue between AWS Global Accelerator service and Google. We’re collaborating with engineers from both teams to fix it. We appreciate your patience!”

One customer tweeted that she felt that SiteGround may not have identified the problem and posted a screenshot of an email she received:

SiteGround Customers Are Beyond Losing Patience

Understandably, SiteGround customers are long past losing patience with many tweeting their state of horror, shock and despair:

Solution to Problem?

A SiteGround customer seemed to confirm that the issue is related to the SiteGround DNS and that moving their website DNS to an external DNS fixed their problem:

At the time of this writing the problem is still ongoing.

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Source link : Searchenginejournal.com

موقع احمدواب

By | November 11, 2021

موقع احمدواب, استماع وتحميلو اغاني MP3, مجانا, وبدون تسجيل

موقع احمدواب

Featured Snippet Volatility (How Often Does Google Change Featured Snippet URLs?)

By | November 11, 2021


Red Reverse Arrows

Scoring Featured Snippets is just one of those SEO topics that has become almost mythological. Getting your URL into a zero position box is the win of all wins. But while we’re all talking about winning, Google is shifting URLs in and out of Featured Snippets much the way a disc jockey switches music tracks during a radio broadcast. This, of course, begs the question… how often does Google change URLs within its Featured Snippets? 

On Tracking Featured Snippet Volatility 

Before we get into the thick of it all, let me elaborate on the data I collected and my method for showing how stable/volatile URLs within Featured Snippets are. 

To get started I collected 350 keywords that produce Featured Snippets (as of the time of this writing). I then recorded the number of URLs used in each keyword’s Featured Snippet over the course of both 30 and 90 days. Additionally, I recorded the number of URL changes per each keyword’s Featured Snippets for both time periods. That is, I recorded both the number of unique URLs used within any given Featured Snippet as well as how many times Google oscillated between those URLs over the course of both 30 and 90 days.

Since I wanted to compare URL stability within the Featured Snippet both at 30 and 90-day intervals, any keywords that were not longstanding producers of the SERP feature were disqualified (As is obvious, since how could you possibly show 90 days of data if the keyword only started producing a Featured Snippet last week?). 

At the same time, any keywords that have produced a SERP that contains a Featured Snippet, but not in a consistent manner, were also excluded from inclusion in this study. That is to say, if a keyword produced a Featured Snippet one day, but not the next, and continued with this pattern over a number of days, I did not make use of it. It should be noted that not every keyword that I did include showed with a Featured Snippet each and every day over a 90-day period. If a keyword, for whatever reason, did not result in a Featured Snippet being shown on the SERP and where this behavior was a one-time aberration, the keyword was included 
within this study. I merely treated such instances as cases where Google was “testing the SERP.”  

Lastly, I looked at the data from a few vantage points. I wanted to see how different types of keywords behaved. To this extent, I segmented the data according to how-to keywords, those that include the phrase best, and so forth.

Check out our guide to winning SERP features.

Featured Snippet URL Stability: A First Look at How Often Google Changes the Links Inside Featured Snippets 

There’s a lot of data to look at here and a whole heap of tidbits and implications that come out of it. Let’s start slowly, with a bit of a baseline of sorts. That
is, before we get into the various ways I segmented the data, here’s what the data-set showed overall: 

Baseline Featured Snippet URL Behavior

Great, so what exactly do we have here? 

Let’s discuss the data reflecting a 30-day period first. The most telling data tidbit is the number of times Google changes out the URL each month. On average, it appears that Google makes but two changes to the URL within a 30-day period. What’s happening here is that Google is testing out another URL, often reverting back to the original link used within the Featured Snippet. This is corroborated by the number of URLs that Google is using for a Featured Snippet within a 30-day period. The search engine uses an average of 1.7 URLs for its Featured Snippets, overall, and within a 30-day period. Being that this figure sits under 2, and considering the number of times Google changes the URL each month, we can see that Google is toggling between the original URL used and an alternate URL.   

The pattern appears even when looking at the data covering the 90-day period. Don’t be fooled by the number of URL changes Google made within the 3 month period. Sure, Google switched out the URL within a Featured Snippet an average of 6.6 times within a 90-day period, but it only made use of 2.4 URLs. Meaning, for the most part, even over a 3-month timeframe, Google generally considers but two URLs for Featured Snippet consideration and oscillates between them.

Notice, the number of URLs used within a 90-day period does exceed two. This does mean that other URLs, other than the “2” I’ve referred to thus far, are in the mix. That said, in general, we’re dealing with two URLs here.

Why Two Featured Snippet URLs Matters

Great, so Google tends to move back and forth between two URLs within any given Featured Snippet, so what? Well, for starters it means that getting your URL into a preexisting Featured Snippet is perhaps a bit harder than we may have thought. If you’re not one of the two sites that Google is toggling between, you may want to place your Featured Snippet hopes into other keywords. 

At the same time, if you do see that you’re moving in and out of a Featured Snippet, but not occupying it for long stretches, fret not. Seeing such behavior means you may be on the cusp of victory! If your URL is moving in and out of a Featured Snippet every so often it may be a sign that with a bit of help (i.e., optimization) Google could make your URL the dominant URL.   

Breaking Down Googe’s URL Featured Snippet Behavior by Keyword Categories 

As I alluded to earlier, aside from the aggregate averages (discussed above) I segmented the data according to various categories that represent specific types of keywords. Specifically, I pulled all of the
how to
keywords out to create a data subset for the keyword type. The reasoning here is a bit obvious, how to keywords are the bread and butter of Featured Snippets, and I wanted to see if Google treats the URLs used within such Featured Snippets any differently. At the same time, I also pulled informational keywords that were not
how-tos
into its own list. This way, I could see if any change in URL behavior was due to the use of the word how to or was attributed to the nature of the query, not the phraseology.   

Also, and along a similar line of thinking, I created a data subset for keywords that start with the word best. Here too I created two subsets, one that included product keywords that began with the word best and another for keywords that began with best, but were not product queries (i.e., best table vs. best way to lose weight). The idea was to see if Google relates to queries with the word best differently overall, or if the search term relating to a product establishes its own dynamics. 

Featured Snippet URL Behavior – ‘How to’ Keywords 

Looking at URL behavior in comparison to the dataset overall, which will act as our baseline of sorts, there’s a slight variance in the extent to which Google is swapping out the URLs for ‘how to Featured Snippets’. Here’s what the data shows for 75 how to keywords: 

Featured Snippet URL Behavior: How-to Keywords

First off, the average number of URLs Google uses within ‘how to Featured Snippets’ within a 30-day period matches that seen for the dataset overall. Now, the number of URL changes within a 30-day period show a slight divergence. The dataset overall showed that Google swaps URLs within Featured Snippets 2.2 times each month. However, the figure was 13% lower when looking at the Featured Snippets associated with how to keywords.  

A very similar pattern was seen when analyzing the data over a 90-day period. There was a slight dip in the number of URLs used within the ‘how to Featured Snippets’ when comparing the data tracked over 90-days to that of the dataset overall for the same time period. That said, and like the data for the 30-day period, there was a more noticeable difference between the average number of URL changes for the
how to
keywords as compared to the aggregate dataset over 90-days.

Specifically, for how to keywords Google changed the URLs within such Featured Snippets 5.6 times over 90-days, that’s a 16% decrease in URL movement. Meaning, over a 90-day period, I observed that Google tends to swap out the URLs within ‘how to Featured Snippets’ less often than those that do not include the term how to

For the most part, it seems that this more stable trend may relate more to the type of query represented by the term how to rather than the usage of the term per se. When looking at information queries without the how to phraseology (150 keywords), I saw similar numbers to that seen within the how to subset.

Featured Snippet URL Behavior - Informational No How-to Keywords

While the above shows a slight variance in the figures per se (see the number of URLs Google made use of over 30-days as well as the number of URL changes seen over 90-days), the trend as compared to the dataset overall is a statistically perfect match. That is, with both the
how to
dataset as well as for the informational keywords lacking the how to term, the URLs within the associated Featured Snippets behaved similarly as compared to the dataset overall. 

Specifically, the number of URLs showing within Featured Snippets (30-days) for both data subsets was all but the same. Similarly, and again over a 30-day period, there was a decrease in the number of times URLs were swapped within the Featured Snippets for both subsets as compared to the aggregate data. 

The same was seen during the data analyzed over 90-days. Both the
how to
and standard informational query subsets saw a decrease in the number of URL changes seen as compared to the aggregate dataset. Here though, the standard informational queries, that did not make use of the term how to, did not see as dramatic a shift in URL stability within the Featured Snippet. While the
how to
subset saw but 5.6 URL changes over a 90-day period, the standard informational queries produce Featured Snippets that presented 5.9 URL changes during the same period. This, however, was still lower than the number of URL changes seen overall, which stood at 6.7 per 90-day period. 

Featured Snippet How-to URL Comparison

What How-to and Informational Queries Mean for Featured Snippet URL Stability

The major takeaway here is that whether or not an informational query employs the term how to, the URLs within Featured Snippets that show for informational queries are of a more stable nature. Interestingly, it does seem from the data the use of the term how to does create a bit more URL stability within the Featured Snippet (but not by much). This could possibly be due to the overtly clear intention of a
how to
 keyword. Consider that a standard informational keyword, at least according to how I’ve defined the category consists of keywords such as titanic letters, fallout shelter guide, and about title insurance, which can, in theory, be interpreted a couple of ways. Keywords that employ the term how to are less open to other interpretations. This could be what’s behind the slight divergence. Note, this is not a concrete conclusion, but a theory that is plausible having looked at the keywords within both subsets. 

In either case, if your URL exists within a query that is purely informational, i.e., does not relate to product or service procurement (we’ll get to those in a moment), Google is less apt to remove your URL from showing. Conversely, getting Google to pick up your URL for such Featured Snippets is a bit more difficult for these types of keywords. 

Best Keyword and Product-Oriented Featured Snippet URL Volatility 

Last up, I took a look at keywords that start with the term best, as such keywords often produced list-based Featured Snippets. As I sorted through Rank Ranger’s database for such keywords it became apparent that there are two ways users employ the term best (generally speaking). The first is to hunt down the best product/service. This includes queries such as best freezer, best online brokers, and best hotel credit card. Alternatively, the term best can be used, albeit less frequently, as part of an informational query (i.e., best top gear episodes, best places to retire in the world, and best branding ideas).  

Due to this, I segmented the “best” keywords that I pulled out of my overall dataset according to those keywords associated with a product as well as those that reflect an informational query. Note, I collected a substantial set of best keywords (60) that reflect product queries. However, the data I am about to present only includes 30 best keywords that reflect informational queries. That said, the data, in my opinion, adequately represents the category. 

Let’s take the data for product-oriented best keywords first since here we get our first serious data divergence. Have a look: 

Best Product Featured Snippet URL Behavior

As you can see, URLs within Featured Snippets produced by product-oriented best keywords are far more volatile than the dataset overall, across the board. The most striking metric is the number of URL changes over a 90-day period. The baseline saw 6.7 changes over a three month period whereas product-oriented best keywords showed over 10 changes. That’s a 34% increase in URL instability for the Featured Snippets these “best product-oriented” keywords produced. 

Though you probably can guess the answer at this point, let’s go ahead and ask the question anyway… Does this data have to do more with the term best or with the nature of the query? To help answer that, here’s the data on keywords that use the term best, but present an informational query: 

Best Product vs. Best No Product Featured Snippet URL Changes

What we get here is the exact opposite than the data we just saw for best keywords that are product-oriented. Here, the Featured Snippets that were produced by the keywords were far more stable than their product counterparts and were, in fact, more stable than the baseline/aggregate dataset. Meaning, Google, for the Featured Snippets produced by informational best keywords, has a propensity to the leave URL within the SERP feature alone. 

Just to throw some numbers at you, Featured Snippets for best informational keywords underwent: 

  • 36% fewer URL changes over 30 days as compared to the baseline data. 
  • 31% fewer URL changes over 90 days as compared to the baseline data.
  • 100% fewer URL changes over 90 days as compared to those produced by best product-oriented keywords. 

Lastly, the data for the URL behavior inside of Featured Snippets produced by best informational keywords is quite similar to that seen for the snippets produced by informational queries that do not contain the phrase how to (which we analyzed earlier): 

Best No Product Compared to Now How to URL Behavior

The similarity between the data leads me to think that the limited number of keywords I used (again, 30) indeed accurately reflect this “keyword genre.”

 

Best Case Scenario for Featured Snippet URL Stability  

Product queries seem to produce a high-level of Featured Snippet URL volatility. Whether or not that is dependent on the term best or not, is a question I have not answered (as I did collect data on product queries without the term best). I would, however, speculate, that the URL instability shown in the data has less to do with the term best and more to do with the nature of the query. All things being equal, that is a far more logical possibility. 

In either event, you can clearly see the URL stability presented by informational queries vs. product queries. This, of course, is a double edge sword. The greater number of Featured Snippet URL changes when combined with the greater number of URLs utilized makes “winning” such Featured Snippets a bit easier. The question is, just how long will your URL last within such Featured Snippets? 

Featured Snippet URL Behavior Takeaways 

I know I’ve thrown a lot of data and comparisons at you. Allow me to then just simply offer the two big takeaways (as I see them)from the data we just looked at:

  1. Overall, moving into a preexisting Featured Snippet is harder than we may have thought. Google, on average, oscillates between just two URL options. 
  2. Featured Snippets are made for informational queries. When information meets product/service, URL behavior within the Featured Snippet appears to change. Google moves URLs in and out of the Featured Snippet significantly more often than for the informational queries I looked at. E-commerce sites looking to score Featured Snippets may want to consider the value of a “snippet win,” factor that into their overall strategy, and track such URLs very carefully.   

There are certainly other insights that you can pull from the data we’ve looked at here. However, for me, these are the two items that really stuck out. 

A Word on Featured Snippet URL Stability 

Paper Airplanes Splitting

Are the URLs inside of Feature Snippets stable? That’s a hard question to answer even with all of this data. On the one hand, there are multiple URL swaps made to the average Featured Snippet each month (on average, of course). At the same time, there generally seems to be a very limited **** of URLs in the mix, as we’ve noted the data points towards Google oscillating between but two links.

The question to me at this point is when Google is playing with two URLs for Featured Snippet placement, what is the market share of each URL? That is, over a 30-day period, how many days does one URL appear inside the Featured Snippet over the other? That’s definitely something I plan on looking into. Anecdotally, during the course of the research, my overall impression was that Google gives primacy to one URL while it toys with the idea of showing that second URL and at times places it within a Featured Snippet. It would therefore also be interesting to look at how long URLs tend to hold on to such dominance (assuming my observation is correct). 

In either case, the Featured Snippet URL behavior shown in the data presented here paints a picture of both how Google views the essential purpose of a Featured Snippet as well as how the search engine continuously pokes at URL diversity within the zero position box. 

About The Author

Mordy Oberstein

Mordy is the official liaison to the SEO community for Wix. Despite his numerous and far-reaching duties, Mordy still considers himself an SEO educator first and foremost. That’s why you’ll find him regularly releasing all sorts of original SEO research and analysis!



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Content maintenance strategy: 6 tips for a cleaner website

By | November 11, 2021


If you’ve been working on your website for a couple of years, chances are that your website has become a giant collection of posts and pages. When writing a post you might find out you’ve already written a similar article (maybe even twice) or you might get a feeling that you’ve written something related that you can’t find anymore. This can become even more complex when you’re not the only one writing for this website. Cleaning up your older content can be overwhelming, that’s why regular content maintenance is key. In this post, we’ll give you some tips to create a good content maintenance strategy!

1. Reserve time for content maintenance

It might be tempting, especially if you **** writing, to keep on producing new content and never look back. But if you do this you might be shooting yourself in the foot. Your articles that are very similar to each other can start competing with each other in the search results. Having too much content that isn’t structured can also confuse site visitors, they might not know where to go on your website. And the more content you get, the more overwhelming cleaning up your content becomes. So, don’t wait too long with the implementation of a proper content maintenance strategy.

It’s a good idea to plan regular content audits and reserve some time to review older content. How often you should do that, depends on a few factors. Like the amount of content you already have, how often you publish new articles and how many people you have in your editorial team.

At Yoast, we plan team sessions with our blog team, every month or two, to improve existing content in a structured way. We create lists or do an audit (more on that later) and start cleaning up. But in addition to these team sessions, we also improve and update blog content in our usual publication flow. When we encounter articles that need updates we add them to our backlog, assign them to a team member and update or even republish it on our blog.

2. What does the data say?

When you sit down to actually go through your content and tidy up, it’s sensible to base your decisions on data. Apart from looking at the content on the page itself, you should answer the following questions:

  • Does the page get any traffic?
  • Does it have a page value (meaning that the visitor completed one of your goals during the same session on your site)?
  • How high is the bounce rate?
  • How long do people stay on this page?

This kind of data can all be found in Google Analytics. If you go to Behaviour –> Site content –> All pages in the left-hand menu, you’ll get a nice overview of the traffic on your pages. You can even export this to a spreadsheet to keep track of what you did or decided to do with a page.

If you want to know how your articles perform in the search results, Google Search Console is a great help. Especially the performance tab tells you a lot about how your pages perform in Google. It tells you the average position you hold for a keyword, but also how many impressions and clicks your pages get. Check out our beginner’s guide to Google Search Console.

There are a number of tools that make this process easier by providing a list of your content and how it performs. This makes it easier to compare how certain (related) articles rank and get their traffic. One tool we like to use at Yoast is the content audit template by ahrefs. This gives you insights into which content is still of value to your site and which low-quality content is dragging you down. It will give you advice (leave as is/manually review/redirect or update/delete) per URL. Of course, we wouldn’t recommend blindly following such automated advice, but it gives you a lot of insight and is a great starting point to take a critical look at your content.

3. Always keep an eye on your most important content

While it’s not harmful if some older posts escape your attention while working on new content, there are posts and pages that you always need to keep an eye on. You’re probably already monitoring pages that convert; whether that’s in terms of sales, newsletter subscriptions, or a contact or reservation page. But you might also have pages that do (or could do) really well in the search engines. For instance, some evergreen, complete and informative posts or pages about topics you’re really an expert on. This is the content you want to keep fresh and relevant, and regularly link to. These are the posts and pages that should end up high in the search results.

In Yoast SEO Premium you can mark these types of guides as cornerstone content. This will trigger some specific actions in Yoast SEO. For instance, if you haven’t updated a cornerstone post in six months it gets added to the stale cornerstone content filter. You’ll find that filter in your post overview. It helps you stay on top of your SEO game by telling you whether any important content needs an update. Ideally, your score should be 0 there. If you do find some articles in this filter, it’s time to review those. Make sure all the information is still correct, add new insights and perhaps check competitors’ posts on the same topic to see if you’re not missing anything.

The stale cornerstone content filter in yoast seo
The stale cornerstone content filter in Yoast SEO for WordPress

4. Improve your internal linking

A content maintenance activity that is often highly underrated is working on your internal linking. Why invest time in internal linking? Well, first and foremost because the content you link to is of interest to your readers and helps you keep them on your site. But these links help search engines, such as Google, crawl your content and determine its importance. An article that gets a lot of links (internally or externally) is deemed important by Google. It also helps Google understand what content is related to each other. Therefore, internal linking is an important part of a cornerstone content strategy. All your pages, but especially the evergreen guides we discussed above need attention, regular updates, and lots of links!

So it’s good to link to your other posts while writing a new one. The internal linking suggestions tool in Yoast SEO Premium makes this super easy for you. But while it’s quite common to link to existing content from our new articles, don’t forget that those new articles also need links pointing to them. At Yoast, we do a weekly check whether our new posts – especially if we want them to rank! – have enough links pointing to them.

Implementing a cornerstone strategy

But what about the cornerstone content we discussed above? How do you make sure your most valuable content gets enough links? If you want to focus on these articles, Yoast SEO Premium has an awesome tool for you in store: the Cornerstone workout. In a few steps, it lets you select your most important articles and mark them as cornerstones. Then, it shows you how many internal links there are pointing to this post. Do you feel this isn’t in line with the number of links it should have? We’ll give you suggestions on which related posts to link from. And in just a few clicks, you can add the link from the right spot in the related post:

The cornerstone workout in Yoast SEO Premium

As you probably (hopefully!) don’t change your cornerstone strategy every month, it’s not necessary to do this workout every month. If you have a vast amount of content that performs quite well, checking this, let’s say every 3 or 6 months, you should be fine. However, if you’re starting out, publishing a lot of new content, or making big changes to your site, you should probably do this workout more often. As your site grows your focal point might change and this workout will help you make sure you stay focused on the content you really want to rank.

5. Clean up the attic once in a while

We mostly discussed your best and most important content until now. But on the other side of the spectrum, we have your older (and more lonely) content that you haven’t touched in a while. Announcements of events that took place years ago, new product launches from when you just started, and blog posts that simply aren’t relevant anymore. These posts keep filling up your attic and at one point you should clean your attic up thoroughly. You don’t want people or Google to find low-quality pages or pages showing outdated or irrelevant information and get lost up there.

There are some ways to go about this. You can, of course, go to your blog post archive and clean up while going through your oldest post. Never just delete something though! Take a closer look at the content and always check whether a post still gets traffic in Google Analytics. In doubt whether you should keep it? Read our blog on updating or deleting old content to help you with that choice. And, if you think a post is irrelevant and you want to delete it, you should either redirect it to a good equivalent URL or have it show a 410 page, indicating that it’s deleted on purpose. You can read all about properly deleting a post here.

Cleaning up orphaned content

Yoast SEO Premium also has an SEO workout to help you maintain old and forgotten content: the Orphaned content workout. It lists all of your unlinked content for you. Because you never or hardly linked to these pages, we can assume they’re pages you’ve once created but never looked back at. Or, they don’t fit into your current content strategy anymore. That’s why this is a good place to start cleaning up! With the workout, you can go through the post and pages one by one and consider: is this post not relevant anymore? Then delete and redirect the URL to a better destination in a few clicks! Is it still relevant but outdated? Then update it and start adding links to it from related posts. Did you just forget to link to this post? Then start adding some links! The workout takes you by the hand through all these steps so it’s easy to keep track of your progress.

content maintenance orphaned content workout yoast seo
The orphaned content workout in Yoast SEO Premium

How often should you do this workout? It’s hard to make a general statement about this because it very much depends on the amount of old content you have, how good your internal linking is, and how much new content you’re creating. If you have a bigger site, it will probably be quite a time investment when you do it the first time. But if you maintain it and do this workout regularly, on a monthly basis, for instance, you will get it done faster every time!

6. Check your content per topic/tag

When you have a lot of similar articles, they can start competing with each other in the search engines. We call that content or keyword cannibalization. That’s why it’s good to look at all the articles you have on a certain topic from time to time. Do they differ enough? Are they right below each other in Google’s search results on page 2? Then you might have to merge two articles into one to make that one perform better. Depending on the size of your site you can look at this on a category or tag level or even on smaller subtopics.

In the post on how to find and fix keyword cannibalization, we describe in detail how to go about this content maintenance process. In short, you’ll have to create an overview of the posts on that topic. Then look at how all of these articles perform with help of Google Search Console and Google Analytics. This will help you decide what to keep, merge or delete!

Content maintenance: you need time and tools!

As you might have already noticed, content maintenance can be quite a task. But if you do it regularly and use the right tools it gets easier over time. And the easier it gets the more fun! Who doesn’t want a tidied-up website? It will make you, your site visitors and Google very happy. So, don’t wait too long with a good content maintenance strategy and use the right tools to make your life easier!

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Source link : Yoast.com