SEO 101 Episode 482: Impact of Google's Breakup Talks and Interstitials on SEO
Hosted by Ross Dunn and Scott Vanek
Release Date: October 21, 2024

1. Non-SEO News: Wayback Machine Data Breach [02:02 - 05:34]

The episode opens with Ross Dunn addressing a significant cybersecurity incident affecting the Wayback Machine (archive.org). He shares alarming news about a cyberattack that exposed 31 million user accounts, including email addresses, screen names, and Bcrypt-hashed passwords.

Ross Dunn [02:54]: "Temporarily offline. As of October 9th, hackers breach the Internet Archive and expose those 31 million users."

Scott Vanek expresses his lack of personal engagement with the Wayback Machine, highlighting that he never created an account and only uses the service when necessary.

Scott Vanek [02:43]: "I like you. Like I've never created an account. I just go there and use it when I need to."

The hosts delve into the potential ramifications of this breach, noting Google's recent integration of archived page links into its search results. They speculate that attackers might be aiming to alter historical records or retrieve specific information, raising concerns about data integrity and user safety.

Ross Dunn [04:08]: "And to avoid using the site until it has been secured, assuming they're clear about that."

The discussion emphasizes the importance of regular backups, with both hosts sharing personal anecdotes about data loss and recovery efforts.

2. PPC Update: Changes to Google's Local Service Ads [05:34 - 12:10]

Scott Vanek shifts the conversation to Pay-Per-Click (PPC) advertising, highlighting a critical update from Google. Starting November 21, 2024, businesses running local service ads must ensure their Google Business Profile matches their ads precisely. This alignment is mandatory for the ads to continue appearing in search results and for displaying customer reviews.

Scott Vanek [06:18]: "Google was putting out a notice that as of November 21st of 2024, if you are running local service ads, you will need a matching Google business profile to continue appearing in search results and display to your customer or sorry."

Ross expresses mixed feelings about this change, noting that while it may curb spammy practices like keyword stuffing in business profiles, it imposes stricter regulations on advertisers.

Ross Dunn [07:03]: "Google's systems are so pathetic that you can just add keywords to your name and whatever you'll get better rankings it's just ridiculous."

The hosts discuss the potential benefits, such as cleaner ad presentations and the inclusion of genuine customer reviews, while also pondering the challenges, including possible extortion attempts by malicious actors to manipulate reviews.

Scott Vanek [08:37]: "Anyone can change your info except you."

Ross adds optimism, suggesting that advertisers who adhere to the new standards will benefit from more trustworthy advertising environments.

Ross Dunn [08:43]: "So no, you're safe there."

3. DOJ and Potential Google Breakup [12:10 - 16:18]

Ross introduces a substantial topic concerning antitrust actions against Google. He discusses the Department of Justice's (DOJ) ongoing considerations to dismantle Google's monopoly by potentially splitting off major divisions like Chrome and Android. Additionally, the DOJ seeks to compel Google to share its search data, index, AI-assisted search features, and ad ranking algorithms with competitors.

Ross Dunn [12:10]: "The Department of Justice may be breaking up Google as a remedy to their monopoly ruling. Now they had discussed this, but this is not an actual ruling yet."

Scott Vanek provides a skeptical perspective, questioning the feasibility and potential impact of such regulatory measures.

Scott Vanek [11:42]: "Google will be fine and buy everyone off. I don't know if they've got the money to do it. And this is the end of Google. Lol."

Ross echoes the complexity and uncertainty surrounding the DOJ's intentions, noting the diverse community reactions—some supporting antitrust actions while others expressing concern over potential disruptions.

Ross Dunn [12:10]: "Google is definitely not above board. They've long, long, long since ditched. Don't be evil. So it is about time."

4. SEO Impact of Interstitials [16:18 - 19:57]

The discussion shifts to the SEO ramifications of interstitials—pop-up elements such as ads, call-to-action prompts, and cookie consent forms. Referencing a case study by Anna Crow from Search Engine Land, Ross outlines the detrimental effects these interstitials had on a client's website.

Ross Dunn [04:36]: "Anna's client launched mobile and desktop pop-up for all visitors... they lost 82% of their desktop organic traffic and 97% of their organic keyword rankings for desktop."

Scott Vanek elaborates on acceptable vs. problematic interstitials, emphasizing that certain types like age verification and time/scroll-based pop-ups are generally permissible by Google’s guidelines.

Scott Vanek [15:23]: "So things that display a cookie policy, legal interstitials, those are generally okay as long as Google can still access your content without doing anything special."

Ross shares his experiences dealing with clients who stubbornly maintain intrusive interstitials, often ignoring evidence of their negative impact on SEO and user experience.

Ross Dunn [15:23]: "It's frustrating because they think it's working, but they really don't know."

5. Google’s Changes to Recipe Search and Impact on Recipe Sites [21:07 - 28:46]

One of the episode's focal points is Google's experimental feature—a Quick View button for recipes. This feature allows users to see recipe details directly within Google search results without navigating to the publisher's website. Ross expresses concerns about its potential adverse effects on food bloggers and recipe websites.

Ross Dunn [21:07]: "Google is testing a Quick View button for recipes... This is a terrible change for food bloggers, but it's awesome for Google users."

Scott comments on the limited initial rollout and the uncertainty surrounding its long-term implications. He reflects nostalgically on the early days of SEO when multiple search engines existed, providing more opportunities for rankings beyond Google.

Scott Vanek [25:00]: "I miss the early days of SEO where we had eight search engines to get rankings for, for a client."

The hosts debate the balance between user convenience and the financial viability of content creators, acknowledging that while quick previews may marginally reduce traffic, they could drive users to visit websites for more detailed information.

Ross Dunn [25:38]: "It seriously, it can't take a whole page is what I'm getting at. It's just going to be a brief glimpse."

6. AI Developments: OpenAI's Search GPT Integration [28:46 - 35:30]

Ross and Scott discuss OpenAI's plans to integrate Search GPT into ChatGPT by the end of 2024, aiming to enhance information delivery while encouraging click-throughs to publishers for verification and deeper insights.

Scott Vanek [26:19]: "OpenAI wants to create an information-dense experience while also creating opportunities for click through to balance the experience of wanting to find an answer while correctly attributing publishers to drive traffic to their sites."

Ross muses about the competitive landscape, noting the dominance of Google but expressing hope that Search GPT could introduce significant competition.

Ross Dunn [28:46]: "It's going to be a real competitor for Google. I miss the early days of SEO where we had eight search engines..."

Scott highlights the potential benefits for publishers through increased traffic from new audiences, though he remains cautious about the overall impact on SEO strategies.

Scott Vanek [28:46]: "He mentioned this when he spoke on October 7 at an event for news publishers... incremental traffic from new audiences."

7. Practical SEO Advice: Domain Management and Backups [30:07 - 35:30]

The hosts offer actionable advice on managing domain expirations and emphasize the critical nature of regular backups. Sharing personal anecdotes, Scott recounts a friend's stressful experience with a lapsed domain and exorbitant restoration fees from GoDaddy.

Scott Vanek [30:07]: "She expired and it was still kind of in the grace period within 30 days... they said it's going to cost 1500 US dollars and likely other fees."

Ross underscores the importance of proactive measures, recommending domain locking, long-term registration, and vigilant monitoring of renewal notifications to prevent similar mishaps.

Ross Dunn [32:14]: "Pay for a long period of time of registration and don't ignore the emails that come through because things change and you don't want to be behind the eight ball on that."

Closing Remarks

Ross and Scott wrap up the episode by reiterating the importance of vigilance in SEO practices, such as avoiding intrusive interstitials and ensuring domain security. They encourage listeners to subscribe to their newsletter for show notes and to stay tuned for future episodes.

Ross Dunn [33:19]: "Don't let it happen. People. Don't let it happen."

Scott Vanek [34:38]: "Thanks for listening everyone."

This episode of SEO 101 provides a comprehensive overview of current events impacting SEO, including major changes in Google's advertising policies, potential antitrust actions, the effects of interstitials on website performance, and emerging trends in AI integration for search functionalities. The hosts deliver insightful discussions paired with practical advice, making it a valuable resource for both SEO novices and seasoned professionals.