The SEO WEEKLY

Episode 30 - GSC Report Updates, Anti-competitive Google, & Twitter Follow Links

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

New classification updates to the Google Search Console reports. Will the government prevent Google from favoring YouTube, Google Maps, and Google Flights in search results? Twitter drops the No Follow tag from all of its links. What??

In this week’s episode, we also cover Free SEO courses, entity search as a competitive advantage, and 5 SEO tools that are supremely underrated.

Also:

Host: Garrett Sussman | Demand Generation Manager 

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

THE SEO WEEKLY

Show notes / References:

Google/SERP Updates:

Simplifying Search Console reports with an updated item classification  – Google

Google continues to improve Google Search Console with a new report that splits up how they classify errors and issues with your website. One thematic challenge throughout the SEO industry is prioritization. With this update, Google’s attempting to highlight the most pressing issues first for SEOs.

New Google Search Console Search results comparison tool. Compare Queries, Pages, etc. for Clicks, Impressions, etc. – Andrew Shotland

Another helpful Google Search Console update. Historically, you could compare time frames using the GSC filters. Now, you can compare pretty much anything. Instead of having to export your data and then create your own comparisons, you can now dive into the GSC UI and start analyzing queries and pages. If you’ve mastered Regex, you can only imagine the potential for these filters

Google Featured Snippet Cards Layout – Barry Schwartz

William Alvarez saw 4 featured snippet cards on a search result for “Can you give Allegra to dogs?” Google looks to be testing multiple featured snippets which raises an interesting question. What if the featured snippets directly contradict each other? Would that lead to a poor user experience?

Google, Apple, and Amazon Stifle Innovation When They Favor Their Own Products – Rand Fishkin – Sparktoro

John Oliver recently mentioned the audience research tool SparkToro on Last Week Tonight during a segment on the digital monopolies of Google, Amazon, and Apple. In this epic and appropriate rant, Rand Fishkin breaks down the importance of a bill that could pass in the US congress and fundamentally alter how these businesses provide moats for their own properties. 

The most impactful potential changes include:

  • Changes to what Google can show at the top of its results
  • Changes to how Amazon can prioritize of feature the 45+ brands they own
  • Changes to how Apple can charge developers

Google May 2022 Core Update: Winners, Losers & Analysis – Lily Ray – Amsive Digital

Lily Ray has put out her deep dive into the Google May 2022 Core Update and identified a range of winners and losers via Sistrix data. 

Two themes that she’s started to identify:

  • A reversal recovery from websites hit during the November Core Update.
  • Increasing wins for eCommerce websites.

Goodbye Internet Explorer

After 26 years, Internet Explorer has been retired, and while not explicitly an SEO topic, you can’t optimize search engines for a browser that no longer exists. Microsoft Edge still exists though…

Twitter Threads/Tweets:

Twitter removing the No Follow tag? What’s it mean – Chris Silver Smith

Chris Silver Smith identified that Twitter has removed the No Follow tag from its links. What does that mean for search? 

Chris explains, “Twitter has LONG nofollowed links. So, this is a significant change. Those links can clearly now pass PageRank. I suspect Google & Twitter collabed about this change. Google revealed they will treat nofollow as a “hint” back in 2019.”

It will be interesting to see what happens going forward.

Top 1,000 keywords by search volume – Kevin Indig

Kevin got a list of the top 1000 keywords from Ahrefs and shared his findings. They included:

  • Massive power curve. Few keywords get by far the most searches.
  • Most keywords in the list are brand keywords.
  • 70M people in the US still search for Google 
  • Every 8th keyword is a “near me” search
  • “Yahoo” and “Yahoo Mail” are still in the top 20.

General SEO:

State of Link Building Report 2022 – Paddy Moogan – Aira

Paddy Moogan and the team at Aira surveyed 270 SEOs across agencies and in-house roles. They asked a series of link-building questions to get a better understanding of how SEOs value the strategy. They also had a wealth of individuals share their takes on the survey results. 

Some interesting findings included:

  • What techniques do you use for link building?
    • 68% Content marketing specifically to generate links
    • 54% Competitor analysis and targeting their links
    • 47% Guest posting
  • How effective do you think link building is in influencing organic search rankings?
    • The average score was 7.8 out of 10.
  • How has the demand for link-building services changed over the last 12 months?
    • The demand for link-building services Increased 59%

Why entity search is your competitive advantage – Benu Aggarwal – Search Engine Land

Benu Aggarwal of Milestone Inc. wrote about how a focus on any entity that can help reduce ambiguity, such as business type, location, product details, and contact elements should help SEOs to lift up the rankings of their websites for the future. Entity SEO is more topical and contextual and often includes rich media to help you position your content as the best answer for any query.

Google Analytics & Search Console Data Never Match – And Here’s Why – Roger Montti – Search Engine Journal

Roger explains that the way Google Search Console and Google Analytics collect data is different and there are a number of reasons that there are discrepancies between the two reports. The reasons for the differences range from what time zone traffic events are attributed to how landing pages are aggregated. Privacy is taken into account and might omit queries, and even other search engines blocking analytics can impact results. There’s also a limit of 1000 URLs reporting in GSC.

Free Online SEO Courses – Aleyda Solis

Aleyda added a variety of free SEO courses for those desiring to increase their skills and learn from the top teachers in the industry. Many of the courses come from various SEO SaaS tools like Semrush, Ahrefs, and Moz.

  1. SEO Fundamentals
  2. Technical SEO
  3. Content Optimization
  4. Link Building

Technical SEO Articles:

Why Schema needs to be a graph – Joost de Valk – Yoast

Joost de Valk of Yoast shared his belief that using schema to help a website is critical, but that most people implementing structured data on WordPress using the Blocks model are potentially doing it incorrectly. He explains how the WordPress block model can break up schema code in a way that doesn’t provide a schema architecture, which Joost refers to as a schema graph. Naturally, Yoast’s plugin does the heavy lifting for you, but it’s also something to be aware of no matter how you implement structured data on your website.

Tools/Features: 

Some #SEO tools you didn’t probably know about by Marco Giordano

Marco Giordano shared his favorite underrated SEO tools that can provide you with ways to improve your site performance with excellent reporting, keyword research, and testing functionality.

  1. Two Octobers Explorer – Analyze Search Console data
  2. SEO Search Simulator – Check SERPs of different countries
  3. SEO Testing – Testing hypotheses
  4. Exploding Topics – A better alternative to GTrends
  5. AlsoAsked – For PAA

Rankable:

Content Governance at Scale: The Fundamentals of Building a Large Content Team – Andrew McDermott – iPullRank

Building a content team is difficult at scale. Sure, you may have a ton of resources, but you need to ensure that your talent matches the goals that you’re trying to achieve. Content is intimately tied to SEO so getting your team right can be the difference between a successful organic strategy and a failure.

Creative Control: How Musicians can bring in Money with their own Websites

Join iPullRank’s Mike King and Aaron Johnson for an in-depth discussion with Wes Walls of Bandzoogle on how musicians can generate revenue, become commercially independent, and use their own website to control their online presence.

Thursday, June 30th from 1:00 pm – 2:00 pm ET

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