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Googles Latest Changes, WordCamp Atlanta 2019


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What Google's latest changes mean for your site

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Googles Latest Changes, WordCamp Atlanta 2019

  1. 1. What Google’s latest changes mean for your site Everything Google has been up to in the past year.
  2. 2. DigitalCast • New episodes whenever there is something noteworthy • Usually 2-3x/week • The marketer’s secret weapon
  3. 3. Who listened to Jenny or Bobby?
  4. 4. So, what has Google been up to? Rule tweaks, questions, and clarity
  5. 5. Google doesn’t care about your fresh content Unless it smells super nice.
  6. 6. Google judges all of your content We don’t judge you, but Google does.
  7. 7. Mobile users search “near me” a ton Why near me? It’s getting so crowded...
  8. 8. Singular and plural keywords don’t always rank the same Plurality can indicate intent
  9. 9. Only 3% of your home page traffic makes it to your blog ...and that’s ok
  10. 10. Google treats PDFs essentially as HTML But that doesn’t mean your menu should be a PDF
  11. 11. Don’t link to every page from your home page Google understanding your full site is key
  12. 12. Google says you need alt text on your images Duh
  13. 13. Go ahead, put reviews from Google Maps on your website Just don’t mark them up
  14. 14. White space is not an SEO issue But your clients might disagree
  15. 15. Google cannot index pages that require cookies They even turn down Thin Mints
  16. 16. Aim for pages that download in less than 100ms This guideline is focused on crawling
  17. 17. Google search results aren’t personalized as much as you’d think They know everything about you, they’re just not sharing
  18. 18. Google indexes and ranks everything inside of accordions and tabs Not everyone agrees
  19. 19. Google is looking for ways to handle GDPR blocking Google doesn’t like it when you’re lazy
  20. 20. Google is using more neural matching to understand synonyms This impacts 30% of search queries; over 1B every day
  21. 21. Low traffic doesn’t always mean low quality But sometimes it does...
  22. 22. Making links to your site violates Google’s guidelines Go make better content instead
  23. 23. Word count and other metrics can’t measure quality Word count and number of outbound links don’t matter
  24. 24. Search ranking changes are unrelated to Google’s new mobile-first indexing Indexing != ranking
  25. 25. Does Google use real-life user signals to assist with rankings? No
  26. 26. Why you should learn JavaScript to help with SEO JS is the future
  27. 27. Google says not to use hashtags in your URLs Anchors are ok, but #that’s #all
  28. 28. Simply having more content doesn’t impress Google More is better, but quality wins
  29. 29. Google finds new content through links, and then through sitemaps Gotta have those links
  30. 30. Google gives more details about how 301 redirects work No, they don’t decay
  31. 31. Google wants you to fill in your own meta descriptions Automation can sound ungood
  32. 32. Human trust isn’t the same as Google trust The BBB is worthless anyhow
  33. 33. Nofollow gives publishers a way to focus on content It’s lazy, but now it makes sense
  34. 34. Google doesn’t index pages that have been redirected How could they anyhow?
  35. 35. Position zero becomes a much bigger deal I just want position -1, above your screen
  36. 36. Google’s tips for dealing with seasonal content Give Google time to find your pages
  37. 37. Google says it’s good to have unique images on your pages But find them somewhere other than Google Image Search
  38. 38. Don’t worry about keywords in your URLs /it-can-look-dumb-anyhow-when-you-do-that/
  39. 39. There’s no such thing as negative keywords in organic search If you ignore some words, Google will too
  40. 40. Google already knows about your shady links They’re smarter than other tools out there
  41. 41. There are no “Google Partner SEO Agencies” I can call you one if you want, but it won’t help either
  42. 42. Your contracts can’t require a link to your site Those links are shady anyhow; putting them in a contract is evil
  43. 43. Don’t pretend that 404s are 301s Be clear about what’s going on with your site
  44. 44. Google says not to change image URLs Maybe DSC1058.jpg is a great name after all
  45. 45. Your site needs content to rank well But pages without content load super fast!
  46. 46. Links continue to be a major ranking factor They’re not going away any time soon
  47. 47. How long should you keep redirects in place? “Too long” isn’t a thing
  48. 48. If Google mistakenly thinks all your pages are the same, it could be trouble Your fancy JavaScript isn’t so fancy now, is it?
  49. 49. Google Posts can still be valuable They’re like the new Google+ Not really.
  50. 50. How old content can outrank your fresh content How do they know the new stuff is any good?
  51. 51. HTTPS is a “soft ranking factor” But just do it.
  52. 52. HTTPS isn’t required to rank on Google But still, just do it.
  53. 53. There is no time frame for ranking changes after you make improvements Sometime between right now and never
  54. 54. Google reveals a bit more about RankBrain 500M searches are brand new every day
  55. 55. Using Hreflang won’t improve your rankings, but could still help bring better traffic Helfen Sie Google, Ihre Website zu verstehen
  56. 56. Google is begging you to just stick to the basics Great crawlable content wins
  57. 57. Pornyness is a ranking factor That’s Google’s word, not mine
  58. 58. You can link internally as much as you want with no fear of penalty And you absolutely should
  59. 59. Don’t break the rules just because your competition does If they jumped off a bridge, would you?
  60. 60. Fake edits to your Google Maps listings can cause big trouble Your agency isn’t open 24/7?
  61. 61. Don’t use UTM parameters on internal links But just looks awesome
  62. 62. Again, CTR does not affect rankings But it does for me!
  63. 63. Don’t just stick content at the bottom of your ecommerce category pages Keyword stuffing is fun
  64. 64. Working on mobile page speed isn’t a one-time fix Feel the need
  65. 65. Google explains more about how JavaScript is indexed Do the two-step
  66. 66. That redirect linking “hack” doesn’t work Hacking away at problems that don’t exist
  67. 67. Adding keywords to CSS is meaningless -fire-risk-assessment .phone-number { Margin-bottom: 40px; }
  68. 68. Your images don’t need to be on your domain >
  69. 69. Videos are great for SEO, but they need text support DSC10043.MOV
  70. 70. There is no limit to the traffic that Google will send to your site That would be silly
  71. 71. Either use a mobile URL or a responsive design; not both
  72. 72. There is no ranking bonus for Google Partners We’re just friends
  73. 73. Redirects are treated differently than links But redirects can pass link equity
  74. 74. Google is adding short URLs for GMB
  75. 75. Text in <blockquotes> is just normal text fancy!
  76. 76. Ads and Analytics don’t affect rankings Well, not directly...
  77. 77. Don’t focus on specific ranking factors There are more than 200
  78. 78. Questions? What wasn’t clear to you?
  79. 79. What Google’s latest changes mean for your site Slides will be available on the GreenMellen blog next week!