Episode 13 - The Mobile-First Indexing Deadline Suspension and a Product Reviews Update

Where queries are weird, advice is controversial, and everything depends.

The rollout of Mobile-First Indexing has been suspended indefinitely, enriching your product reviews with experiential content, and a new tabbed expanded carousel rich snippet.

In this week’s episode, we also cover search intent implementation basics, winners and losers of the November Core algorithm update, and the 2021 Local Search Ranking Factors survey.


Host: Garrett Sussman | Demand Generation Manager 

Don’t forget to please SUBSCRIBE to the channel if you enjoy the episode.


Show notes / References:

Google/SERP Updates:

Google Product reviews Update

Back in April, there was a Google algorithm update to the preferred type of content in a review about a product. Instead of thin unhelpful content, they wanted more comprehensive value-laden reviews, driven by personal experience. 

Google is now rolling out over the next 3 weeks an update to that original change. The two main changes highlighted by ask content creators to:

  • Provide evidence such as visuals, audio, or other links of your own experience with the product, to support your expertise and reinforce the authenticity of your review.
  • Include links to multiple sellers to give the reader the option to purchase from their merchant of choice.

There was an interesting Twitter thread started by Glenn Gabe about masking affiliate links to provide multiple options. Alan Kent chimed in to clarify that this rollout was about product reviews, not affiliate links. Adam Riemer added that not all affiliate content was product reviews.

Is Google Rolling Out The Expandable Snippet Carousel? 

As seen back in August by Jon Henshaw, this newly expanded feature snippet includes a mini tabbed menu below a search result to include more info from a site. There’s been a slew of spottings recently in the SEO world. No set name to the feature yet. 

Suggestions include Expanded Snippet Carousel and Tabbed Jump-To-Links. The sources seem to be from H2s, H2s with jump links, and Table of Contents.

Google Drops The Deadline For Mobile-First Indexing 

For the past few years, Google’s been trying to move all of its bot crawlers from desktop crawlers to mobile-only crawlers. This could be problematic since a surprising amount of sites have desktop content that doesn’t appear on the mobile version.

With a deadline for Mobile-Only Indexing originally set for March, John Mueller has shared that the deadline has been suspended indefinitely (though 70% of sites have made the move to mobile-only.) John recommends following mobile-first indexing best practices and the latest blog post.

Twitter Threads/Tweets:

Aspiring Talent: SEO is for you. You Just Don’t Know It Yet

Rejoice Ojiaku wrote a great Twitter thread for Semrush for talented individuals looking to enter SEO. She highlights the different types of SEO, places to learn, and why anyone can start getting involved.

General SEO:

Search intent: a guide to implement it in your SEO strategy – Lidia Infante via OnCrawl

Lidia Infante breaks down a high-level approach to search intent. How do you ensure that you’re creating content that matches what users are searching for? She focuses on the main search intent types in her framework: Informational, Transactional, and Navigational. 

She goes on to encourage 4 steps for including intent in your SEO content creation process.

  • Step 1: Choose your search intent framework
  • Step 2: Identify the inferred intent
  • Step 3: Incorporate intent in your content
  • Step 4: Measure the value of your content

Google November 2021 Core Update: Winners, Losers & Analysis – Lily Ray

Lily Ray analyzed the latest Core Algorithm Update using Sistrix data. In terms of categories, she found that reference material sites (like dictionaries) saw the biggest gains. The same can be said for stock photo sites like Shutterstock, Getty Images, and iStock Photo.

The biggest category visibility loss has been in Law and Government and the worst-hit site has been Pinterest. 

Explaining Google’s November 2021 Core Update – Mordy Oberstein

Mordy Oberstein compared the current November Core Update to the July Core Update. More volatility across the board with the exception of Real Estate.

Only 16% of the top 20 results were from brand new URLs after the update.

10 Questions to Ask Yourself as You Carve Your Path in the SEO Industry – Christina LeVasseur

Christina LeVasser presented about her path to SEO and how other consultants, in-house, and agency SEOs can evaluate their own path. She recommends asking yourself a series of 10 questions each year to reflect on whether you’re finding fulfillment in the industry.

Her top questions included:

  • What does success mean to me? 
  • What do I want to be known for? 
  • What is the lesson in this uncomfortable situation? 
  • What are the tradeoffs when I have to make a decision? 
  • Who am I trying to impress? 
  • What do I need to let go of in order to move forward? 
  • What investments do I need to make? 
  • Who can help me AND who can I help? 
  • Am I stopping to check in with myself? 
  • How can I make money work for me?

High Impact SEO Consulting – Ross Hudgeons

Ross shot a great video all about what makes a high-impact SEO consultant. His video resonated with the team at iPullRank, because he identified how a cookie-cutter approach that doesn’t move the needle lacks the value of a true impactful team. That’s something that we pride ourselves on at iPR. Providing impactful value.

Two concepts that he thought were important:

How to make an impact

  • Ensure the ROI equation makes sense
  • Focus on page results

Pro-active vs. Reactive

  • Clients pay us to be the experts
  • Feel confident pushing for improvements
  • Act ahead of the curve, beat algorithm updates

The 2021 Local Search Ranking Factors – Darren Shaw and WhiteSpark

Whitespark released its annual report on local search ranking factors. They asked over 30 experts to identify and analyze what they believe influences why a local business would appear in the local pack and search results. The report is well designed and incredibly in-depth across a range of data points.

The Top 20 local search ranking factors for the local pack as ranked by the local search experts:

  • Primary GBP Category
  • Keywords in the GBP Business Title
  • Proximity to Address from Point of Search

Top 20 local organic ranking factors, as ranked by the local search experts:

  • Quality/Authority of Inbound links to the domain
  • Volume of Quality Content on Entire Website
  • Internal Linking Across the Entire Website

SEO Chapter of the HTTP Archive Almanac 

This free resource by the team at HTTP Archive provides an encyclopedia of current data around a range of SEO-related metrics and practices. Super useful for benchmarking and prioritizing your SEO strategy. 

Written by Patrick Stox, Tomek Rudzki and Ian Lurie. Reviewed by Fili Wiese, Rob Teitelman, and Jamie Indigo. Analyzed by JR Oakes and Ruth Everett. Edited by Barry Pollard. 

It covers:

  • Indexability and Crawlability
  • Robot.txt files
  • Canonical Tags
  • Page Experience
  • On-page elements
  • Links
  • Amp
  • Internationalization

Technical SEO Articles:

The Value of Content Engineering: Kalicube Tuesdays with Mike King and Jason Barnard

In this video interview, Mike digs into how the team at iPullRank tries to understand how Google evaluates websites and entities at scale using technical tools and techniques to see which outputs result in the SERPs for a keyword universe. He dives into content creation, structured data, and how it’s mapped to personas and buyers’ journeys.

5 Steps to Automate your SEO Processes Using Simple Programming Tactics – Colt Sliva via SMX Next

Our own Colt Sliva presented an awesome look into how programmers can use simple scripts to automate a range of SEO processes. His presentation covers how you can get started, some ideas for automation, and the value that automation can add to your day-to-day.

Want to get his deck? Sign up here.


Stat had added an indented results tracker

Sistrix is doing a cool Christmas Campaign where they donate to Bonner Tafel, a food redistribution charity for Ferris Wheel clicks.

There’s also a call for pitches for SearchLove in 2022 in San Diego, Philly, and London.


Episode 62. -The Value of Google Tag Management Across Your Organization ft. Simo Ahava 

In this episode, Simo and I discussed how to inspire data awareness across your organization.

We also discussed:

  • How Simo got into digital analytics with a Notorious BIG website in 1997
  • The benefits and detriments of server-side tracking for larger organizations
  • Google Tag Manager, consent, and online privacy in 2021
  • Potential website performance improvements using server-side tagging and the SEO value

Ep 63: Making the Perfect Marketing Hire ft. John Doherty 

Register for next week’s episode with John Doherty of Credo where we will cover how to make the ideal marketing hire, considering it’s such a challenging process.

Register here.

Join Garrett Sussman each week as he pulls out all of the biggest and smallest stories from the past week that touch the world of SEO.

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