Was quite successful at investing in mannequins for the government. Had moderate success training xylophones in Prescott, AZ. Spent 2002-2007 licensing Yugos in the aftermarket. Spent 2002-2009 researching trumpets in Deltona, FL. A real dynamo when it comes to deploying rubik's cubes on Wall Street. Spent a weekend short selling jungle gyms for farmers.
In episode 270 of our weekly Hump Day Hangouts, one participant asked if one should create a new website for keywords that have a large potential audience or is it better to include them to an existing brand.
The exact question was:
I have a niche website in a hobby education space which has been around for years and gets good (~130k/month) organic traffic. I’m looking at some projects for this year where it seems like there might be some advantages in terms of branding and SEO to spinning up new, separate websites. One is to target broader keywords and reach a larger potential audience than our current website does. Another is to publish summaries of interviews from the existing website, as early promotion for a book that will be based on those summaries. In both cases I can make an argument that it “”should”” be its own brand and dedicated website, and perhaps that would be good in terms of interlinking with the main site and having more presences in the SERPs (e.g. might get multiple of our sites ranking alongside each other). But I can also see that it might be better to focus on our main site rather than spreading it all across multiple sites. How would you approach making this decision? What matters and what doesn’t, what are the pros and cons of each approach (separate sites vs. all in one)? Any input appreciated, thanks in advance!
In episode 270 of our weekly Hump Day Hangouts, one participant asked if one should create a new website for keywords that have a large potential audience or is it better to include them to an existing brand.
The exact question was:
I have a niche website in a hobby education space which has been around for years and gets good (~130k/month) organic traffic. I’m looking at some projects for this year where it seems like there might be some advantages in terms of branding and SEO to spinning up new, separate websites. One is to target broader keywords and reach a larger potential audience than our current website does. Another is to publish summaries of interviews from the existing website, as early promotion for a book that will be based on those summaries. In both cases I can make an argument that it “”should”” be its own brand and dedicated website, and perhaps that would be good in terms of interlinking with the main site and having more presences in the SERPs (e.g. might get multiple of our sites ranking alongside each other). But I can also see that it might be better to focus on our main site rather than spreading it all across multiple sites. How would you approach making this decision? What matters and what doesn’t, what are the pros and cons of each approach (separate sites vs. all in one)? Any input appreciated, thanks in advance!
In episode 270 of our weekly Hump Day Hangouts, one participant asked if one should create a new website for keywords that have a large potential audience or is it better to include them to an existing brand.
The exact question was:
I have a niche website in a hobby education space which has been around for years and gets good (~130k/month) organic traffic. I’m looking at some projects for this year where it seems like there might be some advantages in terms of branding and SEO to spinning up new, separate websites. One is to target broader keywords and reach a larger potential audience than our current website does. Another is to publish summaries of interviews from the existing website, as early promotion for a book that will be based on those summaries. In both cases I can make an argument that it “”should”” be its own brand and dedicated website, and perhaps that would be good in terms of interlinking with the main site and having more presences in the SERPs (e.g. might get multiple of our sites ranking alongside each other). But I can also see that it might be better to focus on our main site rather than spreading it all across multiple sites. How would you approach making this decision? What matters and what doesn’t, what are the pros and cons of each approach (separate sites vs. all in one)? Any input appreciated, thanks in advance!
In episode 270 of our weekly Hump Day Hangouts, one participant asked if one should create a new website for keywords that have a large potential audience or is it better to include them to an existing brand.
The exact question was:
I have a niche website in a hobby education space which has been around for years and gets good (~130k/month) organic traffic. I’m looking at some projects for this year where it seems like there might be some advantages in terms of branding and SEO to spinning up new, separate websites. One is to target broader keywords and reach a larger potential audience than our current website does. Another is to publish summaries of interviews from the existing website, as early promotion for a book that will be based on those summaries. In both cases I can make an argument that it “”should”” be its own brand and dedicated website, and perhaps that would be good in terms of interlinking with the main site and having more presences in the SERPs (e.g. might get multiple of our sites ranking alongside each other). But I can also see that it might be better to focus on our main site rather than spreading it all across multiple sites. How would you approach making this decision? What matters and what doesn’t, what are the pros and cons of each approach (separate sites vs. all in one)? Any input appreciated, thanks in advance!
In episode 270 of our weekly Hump Day Hangouts, one participant asked if one should create a new website for keywords that have a large potential audience or is it better to include them to an existing brand.
The exact question was:
I have a niche website in a hobby education space which has been around for years and gets good (~130k/month) organic traffic. I’m looking at some projects for this year where it seems like there might be some advantages in terms of branding and SEO to spinning up new, separate websites. One is to target broader keywords and reach a larger potential audience than our current website does. Another is to publish summaries of interviews from the existing website, as early promotion for a book that will be based on those summaries. In both cases I can make an argument that it “”should”” be its own brand and dedicated website, and perhaps that would be good in terms of interlinking with the main site and having more presences in the SERPs (e.g. might get multiple of our sites ranking alongside each other). But I can also see that it might be better to focus on our main site rather than spreading it all across multiple sites. How would you approach making this decision? What matters and what doesn’t, what are the pros and cons of each approach (separate sites vs. all in one)? Any input appreciated, thanks in advance!
It’s a brand-new decade, rich with all the promise of a fresh start and new beginnings. But does that mean you should be doing anything different with regards to your SEO?
In this Whiteboard Friday, our Senior SEO Scientist Britney Muller offers a seventeen-point checklist of things you ought to keep in mind for executing on modern, effective SEO. You’ll encounter both old favorites (optimizing title tags, anyone?) and cutting-edge ideas to power your search strategy from this year on into the future.
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we are talking about SEO in 2020. What does that look like? How have things changed?
Do we need to be optimizing for favicons and BERT? We definitely don’t. But here are some of the things that I feel we should be keeping an eye on.
☑ Cover your bases with foundational SEO
Titles, metas, headers, alt text, site speed, robots.txt, site maps, UX, CRO, Analytics, etc.
To cover your bases with foundational SEO will continue to be incredibly important in 2020, basic things like title tags, meta descriptions, alt, all of the basic SEO 101 things.
There have been some conversations in the industry lately about alt text and things of that nature. When Google is getting so good at figuring out and knowing what’s in an image, why would we necessarily need to continue providing alt text?
But you have to remember we need to continue to make the web an accessible place, and so for accessibility purposes we should absolutely continue to do those things. But I do highly suggest you check out Google’s Visual API and play around with that to see how good they’ve actually gotten. It’s pretty cool.
☑ Schema markup
FAQ, Breadcrumbs, News, Business Info, etc.
Schema markup will continue to be really important, FAQ schema, breadcrumbs, business info. The News schema that now is occurring in voice results is really interesting. I think we will see this space continue to grow, and you can definitely leverage those different markup types for your website.
☑ Research what matters for your industry!
Just to keep in mind, there’s going to be a lot of articles and research and information coming at you about where things are going, what you should do to prepare, and I want you to take a strategic stance on your industry and what’s important in your space.
While I might suggest page speed is going to be really important in 2020, is it for your industry? We should still worry about these things and still continue to improve them. But if you’re able to take a clearer look at ranking factors and what appears to be a factor for your specific space, you can better prioritize your fixes and leverage industry information to help you focus.
☑ National SERPs will no longer be reliable
You need to be acquiring localized SERPs and rankings.
This has been the case for a while. We need to localize search results and rankings to get an accurate and clear picture of what’s going on in search results. I was going to put E-A-T here and then kind of cross it off.
A lot of people feel E-A-T is a huge factor moving forward. Just for the case of this post, it’s always been a factor. It’s been that way for the last ten-plus years, and we need to continue doing that stuff despite these various updates. I think it’s always been important, and it will continue to be so.
This helps optimize your text for natural language processing. It helps make it more accessible and friendly for BERT. While you can’t necessarily optimize for something like BERT, you can just write really great content that people are looking for.
☑ Understand and fulfill searcher intent, and keep in mind that there’s oftentimes multi-intent
One thing to think about this space is we’ve kind of gone from very, very specific keywords to this richer understanding of, okay, what is the intent behind these keywords? How can we organize that and provide even better value and content to our visitors?
One way to go about that is to consider Google houses the world’s data. They know what people are searching for when they look for a particular thing in search. So put your detective glasses on and examine what is it that they are showing for a particular keyword.
Is there a common theme throughout the pages? Tailor your content and your intent to solve for that. You could write the best article in the world on DIY Halloween costumes, but if you’re not providing those visual elements that you so clearly see in a Google search result page, you’re never going to rank on page 1.
☑ Entity and topical integration baked into your IA
Have a rich understanding of your audience and what they’re seeking.
This plays well into entities and topical understanding. Again, we’ve gone from keywords and now we want to have this richer, better awareness of keyword buckets.
What are those topical things that people are looking for in your particular space? What are the entities, the people, places, or things that people are investigating in your space, and how can you better organize your website to provide some of those answers and those structures around those different pieces? That’s incredibly important, and I look forward to seeing where this goes in 2020.
☑ Optimize for featured snippets
Featured snippets are not going anywhere. They are here to stay. The best way to do this is to find the keywords that you currently rank on page 1 for that also have a featured snippet box. These are your opportunities. If you’re on page 1, you’re way more apt to potentially steal or rank for a featured snippet.
One of the best ways to do that is to provide really succinct, beautiful, easy-to-understand summaries, takeaways, etc., kind of mimic what other people are doing, but obviously don’t copy or steal any of that. Really fun space to explore and get better at in 2020.
☑ Invest in visuals
We see Google putting more authority behind visuals, whether it be in search or you name it. It is incredibly valuable for your SEO, whether it be unique images or video content that is organized in a structured way, where Google can provide those sections in that video search result. You can do all sorts of really neat things with visuals.
☑ Cultivate engagement
This is good anyway, and we should have been doing this before. Gary Illyes was quoted as saying, “Comments are better for on-site engagement than social signals.” I will let you interpret that how you will.
But I think it goes to show that engagement and creating this community is still going to be incredibly important moving forward into the future.
☑ Repurpose your content
Blog post → slides → audio → video
This is so important, and it will help you excel even more in 2020 if you find your top-performing web pages and you repurpose them into maybe be a SlideShare, maybe a YouTube video, maybe various pins on Pinterest, or answers on Quora.
You can start to refurbish your content and expand your reach online, which is really exciting. In addition to that, it’s also interesting to play around with the idea of providing people options to consume your content. Even with this Whiteboard Friday, we could have an audio version that people could just listen to if they were on their commute. We have the transcription. Provide options for people to consume your content.
☑ Prune or improve thin or low-quality pages
This has been incredibly powerful for myself and many other SEOs I know in improving the perceived quality of a site. So consider testing and meta no-indexing low-quality, thin pages on a website. Especially larger websites, we see a pretty big impact there.
☑ Get customer insights!
This will continue to be valuable in understanding your target market. It will be valuable for influencer marketing for all sorts of reasons. One of the incredible tools that are currently available by our Whiteboard Friday extraordinaire, Rand Fishkin, is SparkToro. So you guys have to check that out when it gets released soon. Super exciting.
☑ Find keyword opportunities in Google Search Console
It’s shocking how few people do this and how accessible it is. If you go into your Google Search Console and you export as much data as you can around your queries, your click-through rate, your position, and impressions, you can do some incredible, simple visualizations to find opportunities.
For example, if this is the rank of your keywords and this is the click-through rate, where do you have high click-through rate but low ranking position? What are those opportunity keywords? Incredibly valuable. You can do this in all sorts of tools. One I recommend, and I will create a little tutorial for, is a free tool called Facets, made by Google for machine learning. It makes it really easy to just pick those apart.
☑ Target link-intent keywords
A couple quick link building tactics for 2020 that will continue to hopefully work very, very well. What I mean by link-intent keywords is your keyword statistics, your keyword facts.
These are searches people naturally want to reference. They want to link to it. They want to cite it in a presentation. If you can build really great content around those link-intent keywords, you can do incredibly well and naturally build links to a website.
☑ Podcasts
Whether you’re a guest or a host on a podcast, it’s incredibly easy to get links. It’s kind of a fun link building hack.
☑ Provide unique research with visuals
Andy Crestodina does this so incredibly well. So explore creating your own unique research and not making it too commercial but valuable for users. I know this was a lot.
There’s a lot going on in 2020, but I hope some of this is valuable to you. I truly can’t wait to hear your thoughts on these recommendations, things you think I missed, things that you would remove or change. Please let us know down below in the comments, and I will see you all soon. Thanks.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
from CEO Life Freedom https://ceolifefreedom.tumblr.com/post/190565721125
via gqrds
It’s a brand-new decade, rich with all the promise of a fresh start and new beginnings. But does that mean you should be doing anything different with regards to your SEO?
In this Whiteboard Friday, our Senior SEO Scientist Britney Muller offers a seventeen-point checklist of things you ought to keep in mind for executing on modern, effective SEO. You’ll encounter both old favorites (optimizing title tags, anyone?) and cutting-edge ideas to power your search strategy from this year on into the future.
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we are talking about SEO in 2020. What does that look like? How have things changed?
Do we need to be optimizing for favicons and BERT? We definitely don’t. But here are some of the things that I feel we should be keeping an eye on.
☑ Cover your bases with foundational SEO
Titles, metas, headers, alt text, site speed, robots.txt, site maps, UX, CRO, Analytics, etc.
To cover your bases with foundational SEO will continue to be incredibly important in 2020, basic things like title tags, meta descriptions, alt, all of the basic SEO 101 things.
There have been some conversations in the industry lately about alt text and things of that nature. When Google is getting so good at figuring out and knowing what’s in an image, why would we necessarily need to continue providing alt text?
But you have to remember we need to continue to make the web an accessible place, and so for accessibility purposes we should absolutely continue to do those things. But I do highly suggest you check out Google’s Visual API and play around with that to see how good they’ve actually gotten. It’s pretty cool.
☑ Schema markup
FAQ, Breadcrumbs, News, Business Info, etc.
Schema markup will continue to be really important, FAQ schema, breadcrumbs, business info. The News schema that now is occurring in voice results is really interesting. I think we will see this space continue to grow, and you can definitely leverage those different markup types for your website.
☑ Research what matters for your industry!
Just to keep in mind, there’s going to be a lot of articles and research and information coming at you about where things are going, what you should do to prepare, and I want you to take a strategic stance on your industry and what’s important in your space.
While I might suggest page speed is going to be really important in 2020, is it for your industry? We should still worry about these things and still continue to improve them. But if you’re able to take a clearer look at ranking factors and what appears to be a factor for your specific space, you can better prioritize your fixes and leverage industry information to help you focus.
☑ National SERPs will no longer be reliable
You need to be acquiring localized SERPs and rankings.
This has been the case for a while. We need to localize search results and rankings to get an accurate and clear picture of what’s going on in search results. I was going to put E-A-T here and then kind of cross it off.
A lot of people feel E-A-T is a huge factor moving forward. Just for the case of this post, it’s always been a factor. It’s been that way for the last ten-plus years, and we need to continue doing that stuff despite these various updates. I think it’s always been important, and it will continue to be so.
This helps optimize your text for natural language processing. It helps make it more accessible and friendly for BERT. While you can’t necessarily optimize for something like BERT, you can just write really great content that people are looking for.
☑ Understand and fulfill searcher intent, and keep in mind that there’s oftentimes multi-intent
One thing to think about this space is we’ve kind of gone from very, very specific keywords to this richer understanding of, okay, what is the intent behind these keywords? How can we organize that and provide even better value and content to our visitors?
One way to go about that is to consider Google houses the world’s data. They know what people are searching for when they look for a particular thing in search. So put your detective glasses on and examine what is it that they are showing for a particular keyword.
Is there a common theme throughout the pages? Tailor your content and your intent to solve for that. You could write the best article in the world on DIY Halloween costumes, but if you’re not providing those visual elements that you so clearly see in a Google search result page, you’re never going to rank on page 1.
☑ Entity and topical integration baked into your IA
Have a rich understanding of your audience and what they’re seeking.
This plays well into entities and topical understanding. Again, we’ve gone from keywords and now we want to have this richer, better awareness of keyword buckets.
What are those topical things that people are looking for in your particular space? What are the entities, the people, places, or things that people are investigating in your space, and how can you better organize your website to provide some of those answers and those structures around those different pieces? That’s incredibly important, and I look forward to seeing where this goes in 2020.
☑ Optimize for featured snippets
Featured snippets are not going anywhere. They are here to stay. The best way to do this is to find the keywords that you currently rank on page 1 for that also have a featured snippet box. These are your opportunities. If you’re on page 1, you’re way more apt to potentially steal or rank for a featured snippet.
One of the best ways to do that is to provide really succinct, beautiful, easy-to-understand summaries, takeaways, etc., kind of mimic what other people are doing, but obviously don’t copy or steal any of that. Really fun space to explore and get better at in 2020.
☑ Invest in visuals
We see Google putting more authority behind visuals, whether it be in search or you name it. It is incredibly valuable for your SEO, whether it be unique images or video content that is organized in a structured way, where Google can provide those sections in that video search result. You can do all sorts of really neat things with visuals.
☑ Cultivate engagement
This is good anyway, and we should have been doing this before. Gary Illyes was quoted as saying, “Comments are better for on-site engagement than social signals.” I will let you interpret that how you will.
But I think it goes to show that engagement and creating this community is still going to be incredibly important moving forward into the future.
☑ Repurpose your content
Blog post → slides → audio → video
This is so important, and it will help you excel even more in 2020 if you find your top-performing web pages and you repurpose them into maybe be a SlideShare, maybe a YouTube video, maybe various pins on Pinterest, or answers on Quora.
You can start to refurbish your content and expand your reach online, which is really exciting. In addition to that, it’s also interesting to play around with the idea of providing people options to consume your content. Even with this Whiteboard Friday, we could have an audio version that people could just listen to if they were on their commute. We have the transcription. Provide options for people to consume your content.
☑ Prune or improve thin or low-quality pages
This has been incredibly powerful for myself and many other SEOs I know in improving the perceived quality of a site. So consider testing and meta no-indexing low-quality, thin pages on a website. Especially larger websites, we see a pretty big impact there.
☑ Get customer insights!
This will continue to be valuable in understanding your target market. It will be valuable for influencer marketing for all sorts of reasons. One of the incredible tools that are currently available by our Whiteboard Friday extraordinaire, Rand Fishkin, is SparkToro. So you guys have to check that out when it gets released soon. Super exciting.
☑ Find keyword opportunities in Google Search Console
It’s shocking how few people do this and how accessible it is. If you go into your Google Search Console and you export as much data as you can around your queries, your click-through rate, your position, and impressions, you can do some incredible, simple visualizations to find opportunities.
For example, if this is the rank of your keywords and this is the click-through rate, where do you have high click-through rate but low ranking position? What are those opportunity keywords? Incredibly valuable. You can do this in all sorts of tools. One I recommend, and I will create a little tutorial for, is a free tool called Facets, made by Google for machine learning. It makes it really easy to just pick those apart.
☑ Target link-intent keywords
A couple quick link building tactics for 2020 that will continue to hopefully work very, very well. What I mean by link-intent keywords is your keyword statistics, your keyword facts.
These are searches people naturally want to reference. They want to link to it. They want to cite it in a presentation. If you can build really great content around those link-intent keywords, you can do incredibly well and naturally build links to a website.
☑ Podcasts
Whether you’re a guest or a host on a podcast, it’s incredibly easy to get links. It’s kind of a fun link building hack.
☑ Provide unique research with visuals
Andy Crestodina does this so incredibly well. So explore creating your own unique research and not making it too commercial but valuable for users. I know this was a lot.
There’s a lot going on in 2020, but I hope some of this is valuable to you. I truly can’t wait to hear your thoughts on these recommendations, things you think I missed, things that you would remove or change. Please let us know down below in the comments, and I will see you all soon. Thanks.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
It’s a brand-new decade, rich with all the promise of a fresh start and new beginnings. But does that mean you should be doing anything different with regards to your SEO?
In this Whiteboard Friday, our Senior SEO Scientist Britney Muller offers a seventeen-point checklist of things you ought to keep in mind for executing on modern, effective SEO. You’ll encounter both old favorites (optimizing title tags, anyone?) and cutting-edge ideas to power your search strategy from this year on into the future.
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we are talking about SEO in 2020. What does that look like? How have things changed?
Do we need to be optimizing for favicons and BERT? We definitely don’t. But here are some of the things that I feel we should be keeping an eye on.
☑ Cover your bases with foundational SEO
Titles, metas, headers, alt text, site speed, robots.txt, site maps, UX, CRO, Analytics, etc.
To cover your bases with foundational SEO will continue to be incredibly important in 2020, basic things like title tags, meta descriptions, alt, all of the basic SEO 101 things.
There have been some conversations in the industry lately about alt text and things of that nature. When Google is getting so good at figuring out and knowing what’s in an image, why would we necessarily need to continue providing alt text?
But you have to remember we need to continue to make the web an accessible place, and so for accessibility purposes we should absolutely continue to do those things. But I do highly suggest you check out Google’s Visual API and play around with that to see how good they’ve actually gotten. It’s pretty cool.
☑ Schema markup
FAQ, Breadcrumbs, News, Business Info, etc.
Schema markup will continue to be really important, FAQ schema, breadcrumbs, business info. The News schema that now is occurring in voice results is really interesting. I think we will see this space continue to grow, and you can definitely leverage those different markup types for your website.
☑ Research what matters for your industry!
Just to keep in mind, there’s going to be a lot of articles and research and information coming at you about where things are going, what you should do to prepare, and I want you to take a strategic stance on your industry and what’s important in your space.
While I might suggest page speed is going to be really important in 2020, is it for your industry? We should still worry about these things and still continue to improve them. But if you’re able to take a clearer look at ranking factors and what appears to be a factor for your specific space, you can better prioritize your fixes and leverage industry information to help you focus.
☑ National SERPs will no longer be reliable
You need to be acquiring localized SERPs and rankings.
This has been the case for a while. We need to localize search results and rankings to get an accurate and clear picture of what’s going on in search results. I was going to put E-A-T here and then kind of cross it off.
A lot of people feel E-A-T is a huge factor moving forward. Just for the case of this post, it’s always been a factor. It’s been that way for the last ten-plus years, and we need to continue doing that stuff despite these various updates. I think it’s always been important, and it will continue to be so.
This helps optimize your text for natural language processing. It helps make it more accessible and friendly for BERT. While you can’t necessarily optimize for something like BERT, you can just write really great content that people are looking for.
☑ Understand and fulfill searcher intent, and keep in mind that there’s oftentimes multi-intent
One thing to think about this space is we’ve kind of gone from very, very specific keywords to this richer understanding of, okay, what is the intent behind these keywords? How can we organize that and provide even better value and content to our visitors?
One way to go about that is to consider Google houses the world’s data. They know what people are searching for when they look for a particular thing in search. So put your detective glasses on and examine what is it that they are showing for a particular keyword.
Is there a common theme throughout the pages? Tailor your content and your intent to solve for that. You could write the best article in the world on DIY Halloween costumes, but if you’re not providing those visual elements that you so clearly see in a Google search result page, you’re never going to rank on page 1.
☑ Entity and topical integration baked into your IA
Have a rich understanding of your audience and what they’re seeking.
This plays well into entities and topical understanding. Again, we’ve gone from keywords and now we want to have this richer, better awareness of keyword buckets.
What are those topical things that people are looking for in your particular space? What are the entities, the people, places, or things that people are investigating in your space, and how can you better organize your website to provide some of those answers and those structures around those different pieces? That’s incredibly important, and I look forward to seeing where this goes in 2020.
☑ Optimize for featured snippets
Featured snippets are not going anywhere. They are here to stay. The best way to do this is to find the keywords that you currently rank on page 1 for that also have a featured snippet box. These are your opportunities. If you’re on page 1, you’re way more apt to potentially steal or rank for a featured snippet.
One of the best ways to do that is to provide really succinct, beautiful, easy-to-understand summaries, takeaways, etc., kind of mimic what other people are doing, but obviously don’t copy or steal any of that. Really fun space to explore and get better at in 2020.
☑ Invest in visuals
We see Google putting more authority behind visuals, whether it be in search or you name it. It is incredibly valuable for your SEO, whether it be unique images or video content that is organized in a structured way, where Google can provide those sections in that video search result. You can do all sorts of really neat things with visuals.
☑ Cultivate engagement
This is good anyway, and we should have been doing this before. Gary Illyes was quoted as saying, “Comments are better for on-site engagement than social signals.” I will let you interpret that how you will.
But I think it goes to show that engagement and creating this community is still going to be incredibly important moving forward into the future.
☑ Repurpose your content
Blog post → slides → audio → video
This is so important, and it will help you excel even more in 2020 if you find your top-performing web pages and you repurpose them into maybe be a SlideShare, maybe a YouTube video, maybe various pins on Pinterest, or answers on Quora.
You can start to refurbish your content and expand your reach online, which is really exciting. In addition to that, it’s also interesting to play around with the idea of providing people options to consume your content. Even with this Whiteboard Friday, we could have an audio version that people could just listen to if they were on their commute. We have the transcription. Provide options for people to consume your content.
☑ Prune or improve thin or low-quality pages
This has been incredibly powerful for myself and many other SEOs I know in improving the perceived quality of a site. So consider testing and meta no-indexing low-quality, thin pages on a website. Especially larger websites, we see a pretty big impact there.
☑ Get customer insights!
This will continue to be valuable in understanding your target market. It will be valuable for influencer marketing for all sorts of reasons. One of the incredible tools that are currently available by our Whiteboard Friday extraordinaire, Rand Fishkin, is SparkToro. So you guys have to check that out when it gets released soon. Super exciting.
☑ Find keyword opportunities in Google Search Console
It’s shocking how few people do this and how accessible it is. If you go into your Google Search Console and you export as much data as you can around your queries, your click-through rate, your position, and impressions, you can do some incredible, simple visualizations to find opportunities.
For example, if this is the rank of your keywords and this is the click-through rate, where do you have high click-through rate but low ranking position? What are those opportunity keywords? Incredibly valuable. You can do this in all sorts of tools. One I recommend, and I will create a little tutorial for, is a free tool called Facets, made by Google for machine learning. It makes it really easy to just pick those apart.
☑ Target link-intent keywords
A couple quick link building tactics for 2020 that will continue to hopefully work very, very well. What I mean by link-intent keywords is your keyword statistics, your keyword facts.
These are searches people naturally want to reference. They want to link to it. They want to cite it in a presentation. If you can build really great content around those link-intent keywords, you can do incredibly well and naturally build links to a website.
☑ Podcasts
Whether you’re a guest or a host on a podcast, it’s incredibly easy to get links. It’s kind of a fun link building hack.
☑ Provide unique research with visuals
Andy Crestodina does this so incredibly well. So explore creating your own unique research and not making it too commercial but valuable for users. I know this was a lot.
There’s a lot going on in 2020, but I hope some of this is valuable to you. I truly can’t wait to hear your thoughts on these recommendations, things you think I missed, things that you would remove or change. Please let us know down below in the comments, and I will see you all soon. Thanks.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
via Tumblr https://ex1lepr0.tumblr.com/post/190565830967
It’s a brand-new decade, rich with all the promise of a fresh start and new beginnings. But does that mean you should be doing anything different with regards to your SEO?
In this Whiteboard Friday, our Senior SEO Scientist Britney Muller offers a seventeen-point checklist of things you ought to keep in mind for executing on modern, effective SEO. You’ll encounter both old favorites (optimizing title tags, anyone?) and cutting-edge ideas to power your search strategy from this year on into the future.
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we are talking about SEO in 2020. What does that look like? How have things changed?
Do we need to be optimizing for favicons and BERT? We definitely don’t. But here are some of the things that I feel we should be keeping an eye on.
☑ Cover your bases with foundational SEO
Titles, metas, headers, alt text, site speed, robots.txt, site maps, UX, CRO, Analytics, etc.
To cover your bases with foundational SEO will continue to be incredibly important in 2020, basic things like title tags, meta descriptions, alt, all of the basic SEO 101 things.
There have been some conversations in the industry lately about alt text and things of that nature. When Google is getting so good at figuring out and knowing what’s in an image, why would we necessarily need to continue providing alt text?
But you have to remember we need to continue to make the web an accessible place, and so for accessibility purposes we should absolutely continue to do those things. But I do highly suggest you check out Google’s Visual API and play around with that to see how good they’ve actually gotten. It’s pretty cool.
☑ Schema markup
FAQ, Breadcrumbs, News, Business Info, etc.
Schema markup will continue to be really important, FAQ schema, breadcrumbs, business info. The News schema that now is occurring in voice results is really interesting. I think we will see this space continue to grow, and you can definitely leverage those different markup types for your website.
☑ Research what matters for your industry!
Just to keep in mind, there’s going to be a lot of articles and research and information coming at you about where things are going, what you should do to prepare, and I want you to take a strategic stance on your industry and what’s important in your space.
While I might suggest page speed is going to be really important in 2020, is it for your industry? We should still worry about these things and still continue to improve them. But if you’re able to take a clearer look at ranking factors and what appears to be a factor for your specific space, you can better prioritize your fixes and leverage industry information to help you focus.
☑ National SERPs will no longer be reliable
You need to be acquiring localized SERPs and rankings.
This has been the case for a while. We need to localize search results and rankings to get an accurate and clear picture of what’s going on in search results. I was going to put E-A-T here and then kind of cross it off.
A lot of people feel E-A-T is a huge factor moving forward. Just for the case of this post, it’s always been a factor. It’s been that way for the last ten-plus years, and we need to continue doing that stuff despite these various updates. I think it’s always been important, and it will continue to be so.
This helps optimize your text for natural language processing. It helps make it more accessible and friendly for BERT. While you can’t necessarily optimize for something like BERT, you can just write really great content that people are looking for.
☑ Understand and fulfill searcher intent, and keep in mind that there’s oftentimes multi-intent
One thing to think about this space is we’ve kind of gone from very, very specific keywords to this richer understanding of, okay, what is the intent behind these keywords? How can we organize that and provide even better value and content to our visitors?
One way to go about that is to consider Google houses the world’s data. They know what people are searching for when they look for a particular thing in search. So put your detective glasses on and examine what is it that they are showing for a particular keyword.
Is there a common theme throughout the pages? Tailor your content and your intent to solve for that. You could write the best article in the world on DIY Halloween costumes, but if you’re not providing those visual elements that you so clearly see in a Google search result page, you’re never going to rank on page 1.
☑ Entity and topical integration baked into your IA
Have a rich understanding of your audience and what they’re seeking.
This plays well into entities and topical understanding. Again, we’ve gone from keywords and now we want to have this richer, better awareness of keyword buckets.
What are those topical things that people are looking for in your particular space? What are the entities, the people, places, or things that people are investigating in your space, and how can you better organize your website to provide some of those answers and those structures around those different pieces? That’s incredibly important, and I look forward to seeing where this goes in 2020.
☑ Optimize for featured snippets
Featured snippets are not going anywhere. They are here to stay. The best way to do this is to find the keywords that you currently rank on page 1 for that also have a featured snippet box. These are your opportunities. If you’re on page 1, you’re way more apt to potentially steal or rank for a featured snippet.
One of the best ways to do that is to provide really succinct, beautiful, easy-to-understand summaries, takeaways, etc., kind of mimic what other people are doing, but obviously don’t copy or steal any of that. Really fun space to explore and get better at in 2020.
☑ Invest in visuals
We see Google putting more authority behind visuals, whether it be in search or you name it. It is incredibly valuable for your SEO, whether it be unique images or video content that is organized in a structured way, where Google can provide those sections in that video search result. You can do all sorts of really neat things with visuals.
☑ Cultivate engagement
This is good anyway, and we should have been doing this before. Gary Illyes was quoted as saying, “Comments are better for on-site engagement than social signals.” I will let you interpret that how you will.
But I think it goes to show that engagement and creating this community is still going to be incredibly important moving forward into the future.
☑ Repurpose your content
Blog post → slides → audio → video
This is so important, and it will help you excel even more in 2020 if you find your top-performing web pages and you repurpose them into maybe be a SlideShare, maybe a YouTube video, maybe various pins on Pinterest, or answers on Quora.
You can start to refurbish your content and expand your reach online, which is really exciting. In addition to that, it’s also interesting to play around with the idea of providing people options to consume your content. Even with this Whiteboard Friday, we could have an audio version that people could just listen to if they were on their commute. We have the transcription. Provide options for people to consume your content.
☑ Prune or improve thin or low-quality pages
This has been incredibly powerful for myself and many other SEOs I know in improving the perceived quality of a site. So consider testing and meta no-indexing low-quality, thin pages on a website. Especially larger websites, we see a pretty big impact there.
☑ Get customer insights!
This will continue to be valuable in understanding your target market. It will be valuable for influencer marketing for all sorts of reasons. One of the incredible tools that are currently available by our Whiteboard Friday extraordinaire, Rand Fishkin, is SparkToro. So you guys have to check that out when it gets released soon. Super exciting.
☑ Find keyword opportunities in Google Search Console
It’s shocking how few people do this and how accessible it is. If you go into your Google Search Console and you export as much data as you can around your queries, your click-through rate, your position, and impressions, you can do some incredible, simple visualizations to find opportunities.
For example, if this is the rank of your keywords and this is the click-through rate, where do you have high click-through rate but low ranking position? What are those opportunity keywords? Incredibly valuable. You can do this in all sorts of tools. One I recommend, and I will create a little tutorial for, is a free tool called Facets, made by Google for machine learning. It makes it really easy to just pick those apart.
☑ Target link-intent keywords
A couple quick link building tactics for 2020 that will continue to hopefully work very, very well. What I mean by link-intent keywords is your keyword statistics, your keyword facts.
These are searches people naturally want to reference. They want to link to it. They want to cite it in a presentation. If you can build really great content around those link-intent keywords, you can do incredibly well and naturally build links to a website.
☑ Podcasts
Whether you’re a guest or a host on a podcast, it’s incredibly easy to get links. It’s kind of a fun link building hack.
☑ Provide unique research with visuals
Andy Crestodina does this so incredibly well. So explore creating your own unique research and not making it too commercial but valuable for users. I know this was a lot.
There’s a lot going on in 2020, but I hope some of this is valuable to you. I truly can’t wait to hear your thoughts on these recommendations, things you think I missed, things that you would remove or change. Please let us know down below in the comments, and I will see you all soon. Thanks.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
It’s a brand-new decade, rich with all the promise of a fresh start and new beginnings. But does that mean you should be doing anything different with regards to your SEO?
In this Whiteboard Friday, our Senior SEO Scientist Britney Muller offers a seventeen-point checklist of things you ought to keep in mind for executing on modern, effective SEO. You’ll encounter both old favorites (optimizing title tags, anyone?) and cutting-edge ideas to power your search strategy from this year on into the future.
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we are talking about SEO in 2020. What does that look like? How have things changed?
Do we need to be optimizing for favicons and BERT? We definitely don’t. But here are some of the things that I feel we should be keeping an eye on.
☑ Cover your bases with foundational SEO
Titles, metas, headers, alt text, site speed, robots.txt, site maps, UX, CRO, Analytics, etc.
To cover your bases with foundational SEO will continue to be incredibly important in 2020, basic things like title tags, meta descriptions, alt, all of the basic SEO 101 things.
There have been some conversations in the industry lately about alt text and things of that nature. When Google is getting so good at figuring out and knowing what’s in an image, why would we necessarily need to continue providing alt text?
But you have to remember we need to continue to make the web an accessible place, and so for accessibility purposes we should absolutely continue to do those things. But I do highly suggest you check out Google’s Visual API and play around with that to see how good they’ve actually gotten. It’s pretty cool.
☑ Schema markup
FAQ, Breadcrumbs, News, Business Info, etc.
Schema markup will continue to be really important, FAQ schema, breadcrumbs, business info. The News schema that now is occurring in voice results is really interesting. I think we will see this space continue to grow, and you can definitely leverage those different markup types for your website.
☑ Research what matters for your industry!
Just to keep in mind, there’s going to be a lot of articles and research and information coming at you about where things are going, what you should do to prepare, and I want you to take a strategic stance on your industry and what’s important in your space.
While I might suggest page speed is going to be really important in 2020, is it for your industry? We should still worry about these things and still continue to improve them. But if you’re able to take a clearer look at ranking factors and what appears to be a factor for your specific space, you can better prioritize your fixes and leverage industry information to help you focus.
☑ National SERPs will no longer be reliable
You need to be acquiring localized SERPs and rankings.
This has been the case for a while. We need to localize search results and rankings to get an accurate and clear picture of what’s going on in search results. I was going to put E-A-T here and then kind of cross it off.
A lot of people feel E-A-T is a huge factor moving forward. Just for the case of this post, it’s always been a factor. It’s been that way for the last ten-plus years, and we need to continue doing that stuff despite these various updates. I think it’s always been important, and it will continue to be so.
This helps optimize your text for natural language processing. It helps make it more accessible and friendly for BERT. While you can’t necessarily optimize for something like BERT, you can just write really great content that people are looking for.
☑ Understand and fulfill searcher intent, and keep in mind that there’s oftentimes multi-intent
One thing to think about this space is we’ve kind of gone from very, very specific keywords to this richer understanding of, okay, what is the intent behind these keywords? How can we organize that and provide even better value and content to our visitors?
One way to go about that is to consider Google houses the world’s data. They know what people are searching for when they look for a particular thing in search. So put your detective glasses on and examine what is it that they are showing for a particular keyword.
Is there a common theme throughout the pages? Tailor your content and your intent to solve for that. You could write the best article in the world on DIY Halloween costumes, but if you’re not providing those visual elements that you so clearly see in a Google search result page, you’re never going to rank on page 1.
☑ Entity and topical integration baked into your IA
Have a rich understanding of your audience and what they’re seeking.
This plays well into entities and topical understanding. Again, we’ve gone from keywords and now we want to have this richer, better awareness of keyword buckets.
What are those topical things that people are looking for in your particular space? What are the entities, the people, places, or things that people are investigating in your space, and how can you better organize your website to provide some of those answers and those structures around those different pieces? That’s incredibly important, and I look forward to seeing where this goes in 2020.
☑ Optimize for featured snippets
Featured snippets are not going anywhere. They are here to stay. The best way to do this is to find the keywords that you currently rank on page 1 for that also have a featured snippet box. These are your opportunities. If you’re on page 1, you’re way more apt to potentially steal or rank for a featured snippet.
One of the best ways to do that is to provide really succinct, beautiful, easy-to-understand summaries, takeaways, etc., kind of mimic what other people are doing, but obviously don’t copy or steal any of that. Really fun space to explore and get better at in 2020.
☑ Invest in visuals
We see Google putting more authority behind visuals, whether it be in search or you name it. It is incredibly valuable for your SEO, whether it be unique images or video content that is organized in a structured way, where Google can provide those sections in that video search result. You can do all sorts of really neat things with visuals.
☑ Cultivate engagement
This is good anyway, and we should have been doing this before. Gary Illyes was quoted as saying, “Comments are better for on-site engagement than social signals.” I will let you interpret that how you will.
But I think it goes to show that engagement and creating this community is still going to be incredibly important moving forward into the future.
☑ Repurpose your content
Blog post → slides → audio → video
This is so important, and it will help you excel even more in 2020 if you find your top-performing web pages and you repurpose them into maybe be a SlideShare, maybe a YouTube video, maybe various pins on Pinterest, or answers on Quora.
You can start to refurbish your content and expand your reach online, which is really exciting. In addition to that, it’s also interesting to play around with the idea of providing people options to consume your content. Even with this Whiteboard Friday, we could have an audio version that people could just listen to if they were on their commute. We have the transcription. Provide options for people to consume your content.
☑ Prune or improve thin or low-quality pages
This has been incredibly powerful for myself and many other SEOs I know in improving the perceived quality of a site. So consider testing and meta no-indexing low-quality, thin pages on a website. Especially larger websites, we see a pretty big impact there.
☑ Get customer insights!
This will continue to be valuable in understanding your target market. It will be valuable for influencer marketing for all sorts of reasons. One of the incredible tools that are currently available by our Whiteboard Friday extraordinaire, Rand Fishkin, is SparkToro. So you guys have to check that out when it gets released soon. Super exciting.
☑ Find keyword opportunities in Google Search Console
It’s shocking how few people do this and how accessible it is. If you go into your Google Search Console and you export as much data as you can around your queries, your click-through rate, your position, and impressions, you can do some incredible, simple visualizations to find opportunities.
For example, if this is the rank of your keywords and this is the click-through rate, where do you have high click-through rate but low ranking position? What are those opportunity keywords? Incredibly valuable. You can do this in all sorts of tools. One I recommend, and I will create a little tutorial for, is a free tool called Facets, made by Google for machine learning. It makes it really easy to just pick those apart.
☑ Target link-intent keywords
A couple quick link building tactics for 2020 that will continue to hopefully work very, very well. What I mean by link-intent keywords is your keyword statistics, your keyword facts.
These are searches people naturally want to reference. They want to link to it. They want to cite it in a presentation. If you can build really great content around those link-intent keywords, you can do incredibly well and naturally build links to a website.
☑ Podcasts
Whether you’re a guest or a host on a podcast, it’s incredibly easy to get links. It’s kind of a fun link building hack.
☑ Provide unique research with visuals
Andy Crestodina does this so incredibly well. So explore creating your own unique research and not making it too commercial but valuable for users. I know this was a lot.
There’s a lot going on in 2020, but I hope some of this is valuable to you. I truly can’t wait to hear your thoughts on these recommendations, things you think I missed, things that you would remove or change. Please let us know down below in the comments, and I will see you all soon. Thanks.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
In the 270th episode of Semantic Mastery’s weekly Hump Day Hangouts, one participant asked about the reasons why Google removed multiple GMB sites with legit home addresses of people working in the company.
The exact question was:
One more question. One of my clients had 6 of his GMB sites removed by Google. They were home addresses of people that worked at his company. Why would Google do that? And would PO boxes (without using “”PO Box”” in the address be the best thing to do to get ranked in 8 other suburbs.
In the 270th episode of Semantic Mastery’s weekly Hump Day Hangouts, one participant asked about the reasons why Google removed multiple GMB sites with legit home addresses of people working in the company.
The exact question was:
One more question. One of my clients had 6 of his GMB sites removed by Google. They were home addresses of people that worked at his company. Why would Google do that? And would PO boxes (without using “”PO Box”” in the address be the best thing to do to get ranked in 8 other suburbs.
In the 270th episode of Semantic Mastery’s weekly Hump Day Hangouts, one participant asked about the reasons why Google removed multiple GMB sites with legit home addresses of people working in the company.
The exact question was:
One more question. One of my clients had 6 of his GMB sites removed by Google. They were home addresses of people that worked at his company. Why would Google do that? And would PO boxes (without using “”PO Box”” in the address be the best thing to do to get ranked in 8 other suburbs.
In the 270th episode of Semantic Mastery’s weekly Hump Day Hangouts, one participant asked about the reasons why Google removed multiple GMB sites with legit home addresses of people working in the company.
The exact question was:
One more question. One of my clients had 6 of his GMB sites removed by Google. They were home addresses of people that worked at his company. Why would Google do that? And would PO boxes (without using “”PO Box”” in the address be the best thing to do to get ranked in 8 other suburbs.
In the 270th episode of Semantic Mastery’s weekly Hump Day Hangouts, one participant asked about the reasons why Google removed multiple GMB sites with legit home addresses of people working in the company.
The exact question was:
One more question. One of my clients had 6 of his GMB sites removed by Google. They were home addresses of people that worked at his company. Why would Google do that? And would PO boxes (without using “”PO Box”” in the address be the best thing to do to get ranked in 8 other suburbs.
In episode 270 of Semantic Mastery’s weekly Hump Day Hangouts, one viewer asked how to display 5-star reviews in the Google search engine results page.
The exact question was:
Hi gang! How do you get the 5 stars that show up in some Google searches, it seems to be random but I’ve never been able to accomplish this.
In episode 270 of Semantic Mastery’s weekly Hump Day Hangouts, one viewer asked how to display 5-star reviews in the Google search engine results page.
The exact question was:
Hi gang! How do you get the 5 stars that show up in some Google searches, it seems to be random but I’ve never been able to accomplish this.
In episode 270 of Semantic Mastery’s weekly Hump Day Hangouts, one viewer asked how to display 5-star reviews in the Google search engine results page.
The exact question was:
Hi gang! How do you get the 5 stars that show up in some Google searches, it seems to be random but I’ve never been able to accomplish this.
In episode 270 of Semantic Mastery’s weekly Hump Day Hangouts, one viewer asked how to display 5-star reviews in the Google search engine results page.
The exact question was:
Hi gang! How do you get the 5 stars that show up in some Google searches, it seems to be random but I’ve never been able to accomplish this.
In episode 270 of Semantic Mastery’s weekly Hump Day Hangouts, one viewer asked how to display 5-star reviews in the Google search engine results page.
The exact question was:
Hi gang! How do you get the 5 stars that show up in some Google searches, it seems to be random but I’ve never been able to accomplish this.
In episode 270 of our weekly Hump Day Hangouts, one participant asked if the Semantic Mastery team allows pingbacks from IFTTT network sites to the money site.
The exact question was:
Do you recommend to allow Pingbacks from IFTTT Network sites on main sites? What is your take on Pingbacks in general, allow them, block them or monitor them manually?
In episode 270 of our weekly Hump Day Hangouts, one participant asked if the Semantic Mastery team allows pingbacks from IFTTT network sites to the money site.
The exact question was:
Do you recommend to allow Pingbacks from IFTTT Network sites on main sites? What is your take on Pingbacks in general, allow them, block them or monitor them manually?
In episode 270 of our weekly Hump Day Hangouts, one participant asked if the Semantic Mastery team allows pingbacks from IFTTT network sites to the money site.
The exact question was:
Do you recommend to allow Pingbacks from IFTTT Network sites on main sites? What is your take on Pingbacks in general, allow them, block them or monitor them manually?
In episode 270 of our weekly Hump Day Hangouts, one participant asked if the Semantic Mastery team allows pingbacks from IFTTT network sites to the money site.
The exact question was:
Do you recommend to allow Pingbacks from IFTTT Network sites on main sites? What is your take on Pingbacks in general, allow them, block them or monitor them manually?
In episode 270 of our weekly Hump Day Hangouts, one participant asked if the Semantic Mastery team allows pingbacks from IFTTT network sites to the money site.
The exact question was:
Do you recommend to allow Pingbacks from IFTTT Network sites on main sites? What is your take on Pingbacks in general, allow them, block them or monitor them manually?
On January 13th, MozCast measured significant algorithm flux lasting about three days (the dotted line shows the 30-day average prior to the 13th, which is consistent with historical averages) …
That same day, Google announced the release of a core update dubbed the January 2020 Core Update (in line with their recent naming conventions) …
On January 16th, Google announced the update was “mostly done,” aligning fairly well with the measured temperatures in the graph above. Temperatures settled down after the three-day spike …
It appears that the dust has mostly settled on the January 2020 Core Update. Interpreting core updates can be challenging, but are there any takeaways we can gather from the data?
How does it compare to other updates?
How did the January 2020 Core Update stack up against recent core updates? The chart below shows the previous four named core updates, back to August 2018 (AKA “Medic”) …
While the January 2020 update wasn’t on par with “Medic,” it tracks closely to the previous three updates. Note that all of these updates are well above the MozCast average. While not all named updates are measurable, all of the recent core updates have generated substantial ranking flux.
Which verticals were hit hardest?
MozCast is split into 20 verticals, matching Google AdWords categories. It can be tough to interpret single-day movement across categories, since they naturally vary, but here’s the data for the range of the update (January 14–16) for the seven categories that topped 100°F on January 14 …
Health tops the list, consistent with anecdotal evidence from previous core updates. One consistent finding, broadly speaking, is that sites impacted by one core update seem more likely to be impacted by subsequent core updates.
Who won and who lost this time?
Winners/losers analyses can be dangerous, for a few reasons. First, they depend on your particular data set. Second, humans have a knack for seeing patterns that aren’t there. It’s easy to take a couple of data points and over-generalize. Third, there are many ways to measure changes over time.
We can’t entirely fix the first problem — that’s the nature of data analysis. For the second problem, we have to trust you, the reader. We can partially address the third problem by making sure we’re looking at changes both in absolute and relative terms. For example, knowing a site gained 100% SERP share isn’t very interesting if it went from one ranking in our data set to two. So, for both of the following charts, we’ll restrict our analysis to subdomains that had at least 25 rankings across MozCast’s 10,000 SERPs on January 14th. We’ll also display the raw ranking counts for some added perspective.
Here are the top 25 winners by % change over the 3 days of the update. The “Jan 14” and “Jan 16” columns represent the total count of rankings (i.e. SERP share) on those days …
If you’ve read about previous core updates, you may see a couple of familiar subdomains, including VeryWellHealth.com and a couple of its cousins. Even at a glance, this list goes well beyond healthcare and represents a healthy mix of verticals and some major players, including Instagram and the Google Play store.
I hate to use the word “losers,” and there’s no way to tell why any given site gained or lost rankings during this time period (it may not be due to the core update), but I’ll present the data as impartially as possible. Here are the 25 sites that lost the most rankings by percentage change …
Orbitz took heavy losses in our data set, as did the phone number lookup site ZabaSearch. Interestingly, one of the Very Well family of sites (three of which were in our top 25 list) landed in the bottom 25. There are a handful of healthcare sites in the mix, including the reputable Cleveland Clinic (although this appears to be primarily a patient portal).
What can we do about any of this?
Google describes core updates as “significant, broad changes to our search algorithms and systems … designed to ensure that overall, we’re delivering on our mission to present relevant and authoritative content to searchers.” They’re quick to say that a core update isn’t a penalty and that “there’s nothing wrong with pages that may perform less well.” Of course, that’s cold comfort if your site was negatively impacted.
We know that content quality matters, but that’s a vague concept that can be hard to pin down. If you’ve taken losses in a core update, it is worth assessing if your content is well matched to the needs of your visitors, including whether it’s accurate, up to date, and generally written in a way that demonstrates expertise.
We also know that sites impacted by one core update seem to be more likely to see movement in subsequent core updates. So, if you’ve been hit in one of the core updates since “Medic,” keep your eyes open. This is a work in progress, and Google is making adjustments as they go.
Ultimately, the impact of core updates gives us clues about Google’s broader intent and how best to align with that intent. Look at sites that performed well and try to understand how they might be serving their core audiences. If you lost rankings, are they rankings that matter? Was your content really a match to the intent of those searchers?
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
via Tumblr https://ex1lepr0.tumblr.com/post/190503292492
