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
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:
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.
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.
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.
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.
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.
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.
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.
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:
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
Pro-active vs. Reactive
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:
Top 20 local organic ranking factors, as ranked by the local search experts:
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.
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.
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.
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.
In this episode, Simo and I discussed how to inspire data awareness across your organization.
We also discussed:
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.
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.
Get the scoop on what’s happening to Google, game-changing strategies for SEOs, and the people that you should have on your SEO radar.