SEO 101 Episode 485 Summary: Helpful Content Update Bad News, Search Console Bug Panic, and ChatGPT Search Launch

Release Date: November 11, 2024
Hosts: Ross Dunn & Scott Vanack
Podcast: SEO 101 by WMR.FM

Introduction

In SEO 101 Episode 485, hosts Ross Dunn and Scott Vanack delve into a range of pressing topics affecting the SEO landscape. From unexpected developments like the release of an SEO-themed board game to significant updates and challenges within Google's ecosystem, this episode offers valuable insights for both beginners and seasoned professionals in the SEO field.

Non-SEO News

1. SEO Board Game Release

Timestamp: [03:04]

Scott introduces listeners to a novel product in the SEO community—a strategic SEO board game developed by Gareth Hoyle. Despite his enthusiasm, Scott expresses skepticism about its market reception:

Scott Vanack: "I don't know how well a game like this would do. … People who are unfamiliar with SEO are not going to buy it. People who know about SEO see this stuff every day and want to do something else when they get home."

Ross adds his perspective, highlighting the personal challenge of balancing work-related thoughts outside the office:

Ross Dunn: "I don't want to think about SEO at all outside of work. I just do this so long. I don't like to think about it at all."

Ultimately, both hosts agree that while the idea is innovative, its success largely depends on the niche appeal within the SEO community.

2. Google Fined by Russian and Kremlin-Run TV Channels

Timestamp: [05:34]

Ross and Scott discuss a bizarre news piece where Google was reportedly fined by Russian and Kremlin-run TV channels. The fine, initially set at $1,025 per day, has absurdly escalated to $2.5 decillion dollars—a figure unattainable and indicative of either an error or satire.

Scott Vanack: "2.5 decillion dollars. So to give you an idea what that means, that is a 1 followed by 36 zeros and is equivalent to approximately 1000 times the annual GDP of Earth."

Both hosts express disbelief and skepticism regarding the legitimacy of such a fine, questioning the source and accuracy of this information.

3. Danny Sullivan and the Helpful Content Update

Timestamp: [06:53]

The conversation shifts to the departure of Danny Sullivan from Search Engine Land to Google. Scott elaborates on how Sullivan orchestrated a meeting between content creators adversely affected by Google's Helpful Content Update and Google's team to discuss potential solutions.

However, the outcome was disheartening for many:

Morgan from Charleston Crafted (via Twitter): "If you were hit by the helpful content update and depend on Google, move on. … The higher up employees don't seem sorry. The higher up employees don't seem used to being challenged and did not know how to respond to our frank statements that their sloppy algorithm updates straight effed a lot of businesses and individuals."

Ross shares his frustration with Google's opaque algorithmic changes:

Ross Dunn: "It's scary. It's just the whole thing is a mess."

Scott echoes these sentiments, highlighting the gap between Google's intentions and the real-world impact on businesses:

Scott Vanack: "Right. Like I, I guess the answer is you start a new website and start your online presence from scratch like you're a brand new business. Like, what else could you do? I don't know."

The episode underscores the challenges SEO professionals face when navigating Google's frequent and sometimes opaque algorithm updates.

4. Google Demoting Starkly Different Content

Timestamp: [13:25]

Ross and Scott examine Google's recent change where the search engine demotes content that significantly deviates from the main content of a website. A Google spokesperson clarified that their systems aim to ensure that each section of a site aligns with its primary content to surface the most relevant information.

Scott Vanack: "We always say keep everything relevant. … If you're creating large amounts of irrelevant content, no matter how that's being done, it's gonna hurt you."

Ross reflects on the impact of this update, using his website as an example:

Ross Dunn: "Step Forth has a ton of content from the 2000s that are, you know, it was about MySpace. It's not really relevant to SEO, but it's one of our top articles on our site."

The hosts agree that maintaining content relevance is crucial to avoid negative impacts on search rankings.

Technical Issues

Google Search Console Performance Reports Bug

Timestamp: [16:28]

In early October, a significant bug affected Google Search Console, leading many site owners to panic upon seeing zero impressions and traffic data. Ross and Scott provide reassurance by highlighting official confirmations from Google's John Mueller:

Scott Vanack: "John Mueller did confirm that it is an issue on their side. … These bugs work themselves well, they don't work themselves out, but they get found and fixed."

Ross advises listeners to cross-verify data using other tools like Google Analytics before jumping to conclusions:

Ross Dunn: "If you do see something like that, especially at a tool like Search Console, before you panic, check your Google Analytics."

This segment serves as a timely reminder to remain calm and methodical when encountering unexpected data anomalies.

Google's URL Structure Updates

Timestamp: [16:34]

Ross announces Google's latest update on URL best practices, emphasizing the use of ampersands and equal signs for separating multiple key-value pairs in URL parameters. The use of colons, brackets, commas, or double commas is not recommended.

Ross Dunn: "Very simple and straightforward. … Ampersand and equals is all I've ever really noticed."

Scott shares his experience conducting an audit to ensure compliance with these guidelines:

Scott Vanack: "I went back and checked their shopping cart pages to make sure that wasn't an issue, … none of them are using those."

The update underscores Google's ongoing efforts to standardize URL structures for better indexing and user experience.

AI News

1. ChatGPT Search Launch

Timestamp: [19:20]

Ross and Scott discuss the official launch of ChatGPT Search, noting the limited accessibility at its inception. While it’s touted as a significant advancement, access is currently restricted to ChatGPT Plus and team users, with plans to broaden availability in the future.

Ross Dunn: "I just don't understand whether or not, I don't know. It says search will become available for free ChatGPT users over the coming months."

Scott likens the rollout to an exclusive club, where not everyone can join immediately:

Scott Vanack: "They've like open the door a little bit but they're still kind of pushing some people back, you know, like a nightclub or something. I guess you're not on the list, man."

Despite the limited access, both hosts acknowledge the technical and infrastructural challenges inherent in deploying such AI-driven tools widely.

2. Meta's AI Search Developments

Timestamp: [21:07]

Ross highlights Meta's (formerly Facebook) foray into AI-driven search technologies as an attempt to challenge Google's dominance. Meta has been indexing the internet using the Meta External Agent and plans to integrate AI-generated search summaries into its chatbot.

Ross Dunn: "They've been doing a lot of crawling, so we'll see. … the search engine would reportedly provide AI generated search summaries of current events within the Meta AI chatbot."

Scott expresses disappointment over Meta's cautious approach, noting the lackluster impact compared to Google's entrenched position:

Scott Vanack: "The needle's not moving much, but disappointing. Yep."

The discussion concludes with a reflection on the formidable challenge Google poses to emerging competitors in the search engine arena.

Conclusion

Ross and Scott wrap up the episode by reiterating the importance of staying informed and adaptable in the ever-evolving SEO landscape. They encourage listeners to engage with them through their Facebook group, SEO101podcast, and to stay tuned for future episodes packed with actionable insights and updates.

Ross Dunn: "Have a great week and remember to tune into future episodes, which air every week on WMR fm."

Notable Quotes

• Scott Vanack [03:04]: "I feel like it's cool that it might bring some a little bit more light to what we do, but I just don't know how well it would do."

• Scott Vanack [05:34]: "2.5 decillion dollars. … I don't think Google can afford that. I don't think they have that much money."

• Morgan from Charleston Crafted [06:53]: "The higher up employees don't seem sorry. … their sloppy algorithm updates straight effed a lot of businesses and individuals."

• Ross Dunn [10:34]: "It's scary. It's just the whole thing is a mess."

• Scott Vanack [11:51]: "Like, what else could you do? I don't know."

• Ross Dunn [12:10]: "Screw them. Just go for Black Hat and get yourself back up there. But if you're literally stamped with negative, you won't get anywhere anyway."

• Ross Dunn [16:01]: "It has a bit of clout."

• Ross Dunn [19:21]: "It's not a replacement for Google yet. But I know about you, but I'm chomping at the bit for some change there."

• Scott Vanack [20:55]: "Just my mom."

Final Thoughts

Episode 485 of SEO 101 provides a comprehensive overview of recent developments affecting the SEO community. From the challenges posed by Google's algorithm updates and technical glitches to the broader implications of emerging AI technologies, Ross and Scott offer a balanced perspective that is both informative and engaging. Listeners are encouraged to stay proactive, adapt to changes, and leverage community resources to navigate the dynamic world of SEO effectively.