The AI algorithms behind search, SEO Accessibility, and a publisher’s best practices for URLs.
In this week’s episode, we also cover a Slack App for keyword search volume, Bing Webmaster Tools, and designing eCommerce product subcategories with AI.
Host: Garrett Sussman | Demand Generation Manager
How AI Powers Great Search Results
Pandu Nayak provided a brief overview of how Google is currently building technologies to enhance the search experience. Current algorithms like RankBrain, BERT, and neural matching are used to provide the best authoritative results in the desired context with the appropriate intent using as little information as possible. The newest algorithm MUM will enhance the connection with more visual content like videos and images, but currently is only being used in COVID-related searches.
Google is testing Buying Guides in the SERPs
Google has been testing a buyer’s guide layout in the SERPs that seems to pull from affiliate sites that highlight a variety of attributes about certain products and where you can purchase them. It’s a combination of visual enhancement and more granular information with an eCommerce component.
Why should developers learn SEO? – Martin Splitt – Google Search Team
Monica Lent joins Martin Splitt’s YouTube series SEOs and Devs to explain why devs should learn SEO, where to learn SEO, and how SEOs can make SEO appealing to devs.
CTAs Above The Fold Is Not Bad For Google Search Or SEO
John Mueller responded to a Reddit thread asking whether including CTAs above the fold were bad for search. John responded that “Google Search doesn’t say anything about CTA buttons” at all. Barry Schwartz believes this myth may have stemmed from an office hour in Sept of last year where John explains that Google could misinterpret a CTA as an ad.
Content Strategy Rabbit Hole – Shelley Walsh and Content Strategy – Crawling Mondays – Aleyda Solis (guest Himani Kankaria and Shelley Walsh)
Shelley Walsh joined Himani Kankaria on Aleyda Solis’ Crawling Mondays to talk all about Content Strategy. They discussed what content strategy is in terms of production mapped to the buyer’s journey. Shelley touched on what content strategy is NOT: a random content calendar. And she shared some tools that she uses to design an effective content strategy. She went on to explain how to implement SEO with your content strategy in a Twitter thread.
The Secrets of Bing’s Webmaster Tools – Mufaddal Sadriwala
Mufaddal breaks down a variety of features available within Bing’s Webmaster Tools that are really effective for any SEO with a small budget.
All these reports are downloadable in Excel/CSV format.
The 5 FREE & Useful reports for SEOs in BWT:
SEO Accessibility Resource – Christina LaVasseur – Media Sesh
Christina has always been a strong advocate for accessibility. She’s curated an excellent list of resources for SEOs and web developers to improve their sites and be better allies to the community. She’s put together newsletters, blog posts, conferences, podcasts, tools, and more to help improve, hire, and educate on accessibility.
How To Update & Refresh Old Website Content (And Why) Osman Husain and Kane Jamison – Content Harmony
Osman and Kane put together a variety of strategies and processes for updating and refreshing your content depending. From an SEO perspective, they explain what to take into consideration to improve the rankings of your old content:
SEO Experiments – 28 ideas to move stuck rankings – Nick Swan – SEO Testing
Nick put together a list of 28 elements and ideas for improving your SEO that you can test on your site. The nice thing about this article is that it starts from beginners and moves to advanced. He also provides some specific actionable tactics that you can use as opposed to only relying on theory. A few interesting ones to test include:
Top Stories 7-Pack Tops the SERPs – Dr. Pete Meyers – Moz
With Google’s continued testing of the News Pack at the top or topical news queries this past December, Dr. Pete Myers started to notice up to 7 top stories appearing in the news pack. It was rare, but he did the research looking at 10,000 keywords. He found that 44% had 4 stories and < 1% had 7. So it’s not common by any means, but interesting to watch for new publishers.
Product Led SEO ft Eli Schwartz on the Edge of the Web Podcast with Erin Sparks
Erin interviewed Eli about his book Product Led SEO and discussed a range of interesting topics including why you need to help people in your industry and always pay it forward.
Everything Publishers Need to Know About URLs – Barry Adams
Barry Adams, who has a lot of experience with Google News and working with publishers put together a comprehensive guide on everything SEOs need to know about the URL for a media site. He tackles what URLs are, HTTP vs. HTTPS and HTTP/2, and different URL structures. He addresses how he believes URLs impact rankings and the risks and rewards of changing your URLs.
E-commerce SEO for Product Category Pages with the help of AI – Andrew Volpini – WordLift
Andrea Volpini gets technical with topic modeling for eCommerce sites, by building product sub-category taxonomies using keyword extraction. He’s created a process to help influence content creation and internal link building to create and optimize these sub-categories.
New Tech SEO Course from Blue Array
This course includes 14 modules, 70+ videos and covers a range of tech SEO topics like structured data, internal linking, and more.
Students can get 3 months of Semrush free as they pursue their digital marketing and SEO careers.
Google Search URL Inspection Explorer – Lazarina Stoy
Lazarina Stoy created a beautifully designed Google Data Studio Report that leverages the new Google Search Console URL Inspection API. Connect your own Google Search Console account and investigate your own Indexing Status, Rich Snippet issues, Canonicals, and more.
Create a Slack App: Lookup Search Volume and CPC for a Keyword – John Murch – iPullRank
John Murch created this step-by-step tutorial that uses GrepWords Keyword database to create a Slack App. When you use the designated slash command, you can serve up keyword volume and CPC data right in a Slack channel as you’re discussing keyword research with a colleague.
Ep 69. Under the Hood of the SERPs ft John Murch
WEBINAR REGISTRATION – Why Your Rank Tracking is NOT ENOUGH
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.