This week Senior SEO Specialist Rory shares the insights that sparked our SEO team’s interest this week!
Take some time at the end of another week to find out what happened in the world of search engine optimization! 😊
GOOGLE CASE STUDY: CLS OPTIMIZATIONS INCREASE SIDE VIEWS PER SESSION BY 15%
The top web vitals and the Page Experience update coming in May are all over the mind of SEOs – but it’s important that we understand the purpose of these metrics. Sure, you’re better optimized for search engines, but you’re also optimizing for users by improving these metrics – and that should always be the goal.
In this case study, Google highlights how optimizing a central web vital (in this case CLS) can have a strong positive effect on the interaction of your users with your website. Yahoo! JAPAN is the site that is being investigated – specifically the news section. With 79 billion page views per month, a 15% impact on a website of this size means huge profits.
Read more here: https://web.dev/yahoo-japan-news/
GOOGLE HAS ALMOST COMPLETELY MOVED TO MOBILE FIRST INDEXING
Google’s John Mueller mentioned that the final batch of URLs will be moving to mobile-first indexing in the coming months.
What does this mean for us? Mobile-first isn’t new, but with this announcement it is clear that websites must be fully conditioned in order to deal with a mobile user agent crawling their website. In other words, cell phone friendliness must be high on your priority list. Particularly impactful problems such as incorrect content and links need to be fixed. If you aren’t already using structured data, you are already missing out on this (this is where you can dive into).
ZERO-CLICK SEARCH INCREASED TO 65% FOR 2020 – BUT GOOGLE IS BURNING BACK!
A SimilarWeb study published by Rand Fishkin found that zero-click search increased from 50% in 2019 to 65% in 2020. Since Google wants to provide more information directly in the SERPs, zero-click search has increased in the SERP due to the answering of user questions. It is important for companies to consider the impact.
While tracking is getting harder, it’s all about market dominance. It is much better for your brand to act as the thought leader within the SERP than as a competitor. Fishkin’s thoughts on this: “Lots of information that appears in Google results, like billboard ads or press releases, may be harder to track than website traffic, but it still expands your brand name to an audience, builds familiarity, and shares information.”
howeverGoogle has since said: “In order to improve the record, we wanted to provide important context for this misleading claim.” Aside from Google pointing out that overall more visitors are being sent to websites, it also pointed out an availability bias, which means that it may be flawed to use a limited set of data to assume that it is representative of the whole situation.
Read more here: https://www.searchenginejournal.com/zero-click-claims-are-misleading/399940/#close
Thanks for reading, we’ll be back with more next week!
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