Let’s start by stating the obvious: search engine optimization (SEO) is hard. For one thing, effective strategy includes more moving parts than even some of the savviest SEOs can master—everything from user friendly content to meta tags, search intent, customer experience, site load speed, mobile optimization and quality, inbound links.
The Google I/O 2019 event took place at the Shoreline Amphitheater in Mountain View, CA. At this year’s event, Google offered many key points that those in the SEO industry will find helpful and exciting.
While many think Google I/O is a developer’s conference, much of the content it shares is very valuable for marketers and SEOs. This year’s key announcement of an evergreen Googlebot got the SEO industry revved up. That news along with the other useful SEO insights gained from the event presents a bright outlook for SEO moving forward.
Google’s John Mueller and Martin Splitt presented the latest Google search features. They explained how to use the new APIs and features to increase content visibility in the search engine.
Google search evolves and tailors itself to be what publishers and end users need. Gone are the days when Google search results were ten blue links on a page. Today’s search results feature pages in ways that are more eye-catching and beneficial. Tools used to direct how pages appear in the search have changed as well.
It’s important to understand how Google works in finding and indexing web pages. You need to understand how Google works before you can comprehend the changes to Google’s search results.
There are 130 trillion web pages that Googlebot crawls. New websites can wait for Googlebot to reach and index it through links. Submissions to Google Search Console also work. Googlebot starts with one page and then uses internal links to crawl the remaining pages of the website.
The use of backlinks, a solid internal link structure, and unique URLs helps Google find and index content. It’s still allowed to use robots.txt to prevent Google from indexing certain pages. Googlebot can find content now in a variety of ways from APIs, manual GSC submissions, and live streams to RSS feeds and Sitemaps.
Images add a lot of value to online content and are useful in a myriad of helpful ways. Improving its image search is a priority for Google and they strive to use it to make search results more meaningful.
In the past, if you searched for “birdhouses” you would get a wide array of images that wasn’t that helpful. Searching for “birdhouses” now offers a lot more context in your image results. There’s a strong chance of finding what you’re looking for on a relevant website with the image search as it is now.
When it comes to image search best practices, John had several recommendations:
John also spoke of some upcoming updates:
With mobile-first indexing, Google is using the mobile version of a given page’s content for indexing and ranking. Mobile-first indexing began in 2018 with Googlebot smartphone crawling and rendering over half of the sites.
Google’s team goal is one hundred percent mobile-first rollout. The process requires all components including content, images, data, and metadata to be uniform across desktop and mobile. They are confident they will reach this goal.
They explained that a responsive design would yield better results than keeping a separate mobile version of a site. For more on mobile-first indexing, check out our post on the topic.
Crawling the web using a GET request was a simple task in the past when most websites were straight HTML. Today’s websites often have more than HTML which creates a need for Google to crawl the rendered version of a given page. In the past, Google relied on a past version of Chrome (version 41) to render pages.
At this year’s Google I/O event, they announced Google’s rendering engine will be evergreen from this point forward. Googlebot will now be perpetually updated to render using Chrome’s latest version. Google has been testing and monitoring the evergreen update for several months.
They explained that Googlebot’s user agent hasn’t updated yet. To avoid breaking or disrupting anyone’s websites, they’ve decided to plan that for a future time.
Structured data markup can offer solid context when it comes to a machine-readable format. While John recommended the integration of structured data using JSON-LD, using RDFa and microdata is also allowed. The integration of structured data enables Google to provide rich search results.
When you decide to apply structured data:
Applying structured data can help you achieve rich results in search but there’s no guarantee. It’s important to ensure the markup is error-free, compliant with Google’s guidelines, and the website is the best you can make it.
The Search Console is now updated with all the important features of the old version moved to the new one. The old version of this vital tool still works for those who count on features that didn’t transfer. Martin announced that there will be a new speed report and you can request beta access to it.
Powered off CrUX data, the new report provides an aggregated view of all website field metrics. The report will give you the ability to identify very specific issues and even review examples of the existing problems.
The report is important for more than search engine ranking. A website’s speed matters to its visitors and impacts bounce and conversion rates. Access to the data in the new Search Console report gives SEOS and web developers a great one-stop place to go to view vital information without accessing PageSpeed tools. The report will also provide historical data on enhancements and potential issues as they grow worse within a prescribed period of time.
When it comes to important SEO trends 2019, you can get free expert marketing advice today from Highpurple. Contact us today for a free audit. We’ll analyze your individual situation and recommend an effective strategy for achieving your marketing goals.
This is one of the big-impact rollouts that Google has made in the recent times. And if you are a CMO or Digital Marketing captain or anyone who has got to do anything with your brand’s digital traction, this is something you should be aware of.
Mobile-first indexing is Google’s attempt at according priority to the mobile version of your site as a key determinant for its indexing and ranking maths.
Local Search Engine Optimization is a different ball game as compared to an average SEO campaign. Not only do you have to work on the nitty-gritties of customary SEO, you will also have to incorporate an additional layer of complex local SEO parameters. This goes beyond simply having directory listings.
Looks like the search giant is not in a hurry to release the next Penguin update this year end. With holidays looming over, it could happen only next year.
But what was special about this update? This Penguin update was supposed to be a real-time version of the algorithm. That means, if Google discovers a particular link attributed to your site is removed (whether it’s a good link or a bad one), the Penguin algorithm will process it in real time and the consequent changes in ranking will also be effected almost real time.
Search Engine Optimization or SEO is the crux of a brand’s online ranking and its prominence in organic search results. A comprehensive and carefully strategized SEO plan can help build a digital value proposition to your audience. While it is one of the most vital components of building and sustaining online presence for your business, SEO guidelines keep changing – what worked yesterday to boost your rank juice may not work today.
Redesigning or revamping your brand is crucial to being relevant to your customers’ dynamic preferences, staying two steps ahead of competition, and showcasing your brand as adaptive and responsive. A fresh, user-friendly website packs the punch that you wish your brand’s new avatar communicates. However, in the midst of all the brand facelifts and website rejuvenation, organizations tend to forget a crucial aspect of the website’s digital footprint – SEO ranking.
Most online actions happen on the website of a company. Therefore big traffic goals are essential as it translates into multiple customer actions on the website, be it buying, downloading, subscribing or even making a simple enquiry. Having said that, it is quite a challenge to break away from the information clutter on the net and connect with target groups of the business. Building traffic is one thing, but traffic that matters to your business takes a multi-channelled effort.
Whether to make a delicious dish or to write a snippet of code, the first thing that flashes in your mind is Google. And ‘How to’ is that small magical phrase which leads you to the right answers. In this digital era, life is simply a switch from one electronic device to another – from a laptop at work, to a mobile while running errands, to a tab during commutes. But, does the user have a consistent experience with all these devices? Google has decided to answer this question.
