SEO 101 Episode 486 Summary: A Big SearchGPT Ranking Tip, Maximizing Crawl Budget, and Outdated SEO Practices
Release Date: November 18, 2024
Hosts: Ross Dunn & Scott Van Achte
Podcast: SEO 101 by WMR.FM
Introduction
In Episode 486 of SEO 101, hosts Ross Dunn and Scott Van Achte delve into the latest developments in the world of Search Engine Optimization. This episode covers Google's November 2024 Core Update, recent changes to crawl budget documentation, outdated SEO practices to abandon, the interplay between correlation and causation in SEO studies, local SEO strategies, the Federal Trade Commission's (FTC) new review policies, the integration of ChatGPT Search with Bing, and updates on Google's AI overviews within search features.
1. Google's November 2024 Core Update
Timestamp: [02:03] – [03:47]
Overview:
Ross and Scott kick off the episode by discussing Google's rollout of its November 2024 Core Update. They highlight Google's ongoing efforts to enhance search result quality by prioritizing genuinely useful content over content primarily optimized for search performance.
Key Points:
- Purpose of the Update: Improve the quality of search results by emphasizing user-centric content.
- Duration: Google typically takes about two weeks to fully deploy a core update.
- Advice: Both hosts reiterate the standard recommendation—to create high-quality, user-focused content.
Notable Quotes:
- Scott Van Achte: “This update is designed to continue our work to improve the quality of our search results by showing more content that people find genuinely useful and less content that feels like it was made just to perform well on search.” [02:27]
- Ross Dunn: “Unless, of course, you just happen to be hit by an update that destroys you because even though you've written great content, their system can't handle it.” [03:11]
2. Maximizing Crawl Budget: Mobile vs. Desktop
Timestamp: [03:51] – [06:25]
Overview:
The conversation shifts to the recent updates in Google's crawl budget documentation, emphasizing the necessity of aligning mobile and desktop site structures to ensure efficient indexing and discovery of new pages.
Key Points:
- Update Details: If a website uses separate HTML for mobile and desktop, it must maintain the same set of links across both versions or ensure all links are included in the sitemap.
- Impact: Discrepancies between mobile and desktop links can hinder Google's ability to discover and index new pages, especially on dynamic sites.
- Best Practices:
- Design websites with a mobile-first approach.
- Ensure consistent navigation and link structures across all device versions.
- Regularly use tools like website emulators to visualize and verify mobile site functionality.
Notable Quotes:
- Scott Van Achte: “Google will not necessarily find pages if they're only accessible through desktop versions of your site.” [04:19]
- Ross Dunn: “Mobile is everything now. So make sure you do have all those links in place and it's not dramatically different because they might not find it.” [05:16]
- Scott Van Achte: “Always, always, always think mobile first.” [05:47]
3. Outdated SEO Practices to Abandon
Timestamp: [06:25] – [11:03]
Overview:
Drawing from an article on SearchEngineJournal.com titled "6 SEO Practices You Need to Stop Right Now" by Roger Monty, Ross and Scott discuss several SEO tactics that are either ineffective or potentially harmful in modern search landscapes.
Key Points:
-
Buying Expired Domains:
- Limited to branding purposes; does not provide significant SEO value.
- Scott: “You will not get SEO value out of that. It’s not going to help you.” [08:07]
-
Buying Paid Links:
- Risky due to potential penalties and often results in poor quality backlinks.
- Ross: “Definitively be very careful if you go that route. Scraping Google search features and when he's talking here is about scraping...” [07:35]
-
Adding
meta name="index, follow"Tags:- Redundant as search engines already index and follow by default.
- Scott & Ross: Acknowledge the lack of benefits from this practice.
-
Scraping Google Search Features:
- Useful for idea generation but caution against directly copying content.
- Ross: “Don’t simply copy what you find there.” [07:35]
-
Questionable Keyword Use (Keyword Stuffing):
- Emphasize natural keyword integration to enhance readability and user experience.
- Ross: “Only use them if they fit naturally. 100% agree.” [08:07]
-
Adding Content Without Purpose:
- Avoid creating content solely to meet quantity demands; focus on quality and relevance.
- Ross: “Don’t add content to just add content.” [09:45]
Notable Quotes:
- Ross Dunn: “We're blue in the face, right? For your readers. You know, in general, if you create great content... it will pay off.” [09:45]
- Scott Van Achte: “Sometimes you just want to know the data. So, sometimes it makes sense for some.” [30:48]
4. Correlation vs. Causation in SEO Studies
Timestamp: [11:03] – [13:34]
Overview:
The hosts debate the validity of basing SEO strategies purely on correlation studies, emphasizing that correlation does not imply causation. They discuss the complexities of SEO ranking factors and the importance of holistic analysis.
Key Points:
- Complexity of SEO Signals: Multiple factors influence rankings, making it challenging to isolate single variables.
- Skepticism Towards Broad Studies: Hosts caution against making strategic decisions based solely on large-scale correlation studies without deeper investigation.
- Balanced Approach: Utilize studies for insights but conduct personal research to confirm findings.
Notable Quotes:
- Scott Van Achte: “Correlation is not causation again another standard in our industry.” [09:35]
- Ross Dunn: “You really got to keep that in mind.” [09:45]
5. Dragon Metrics Study: Impact of Search Phrasing
Timestamp: [13:34] – [16:53]
Overview:
Scott introduces a study by Dragon Metrics highlighting how different phrasings of the same query can yield contradictory search results. They discuss the implications for SEO professionals in crafting search strategies and interpreting data.
Key Points:
- Study Findings: Similar searches phrased differently can produce vastly different results.
- Examples:
- “No link between coffee and hypertension” vs. “Link between coffee and hypertension” yielding short-term vs. long-term effects.
- Political queries showing biased results based on positive or negative phrasing.
- Implications: Importance of precise query formulation and cautious interpretation of search data.
Notable Quotes:
- Scott Van Achte: “You have to be careful with your search phrasing because you could get a completely wrong answer just based on how you're asking.” [15:18]
- Ross Dunn: “You just kind of take these things with a grain of salt.” [29:33]
6. Local SEO Strategies
Timestamp: [17:11] – [23:31]
Overview:
Ross and Scott explore strategies to excel in local SEO, emphasizing the importance of a well-maintained Google Business Profile and authentic customer reviews.
Key Points:
- Google Business Profile:
- Maintain an active profile with regular photo updates and posts.
- Engage with customer reviews by responding promptly and sincerely.
- Customer Reviews:
- Encourage genuine reviews and avoid fake or incentivized feedback.
- Responding to reviews enhances credibility and customer trust.
- Personal Branding:
- Showcase a positive and authentic business environment through website design and social media presence.
Notable Quotes:
- Ross Dunn: “You should go in there and you should be thanking them. It’s a very simple thing to do.” [22:16]
- Scott Van Achte: “I get nervous when I leave a bad review. They respond, then I feel bad.” [22:52]
- Ross Dunn: “Don’t respond with boilerplate every single time. It makes me actually angrier.” [23:31]
7. FTC’s New Review Policy and Its Impact on Local SEO
Timestamp: [23:37] – [29:33]
Overview:
The hosts examine the FTC's newly introduced review regulations aimed at curbing fake reviews, discussing potential repercussions for businesses and the broader SEO landscape.
Key Points:
- Policy Details:
- Bans fake reviews, including AI-generated testimonials and incentivized feedback.
- Prohibits insider reviews from employees or affiliates.
- Penalizes review suppression tactics like threats or intimidation to remove negative feedback.
- Penalties:
- Potential fines of $50,120 per review violation.
- Real-World Examples:
- Fashion Nova: Fined $4.2 million for blocking negative reviews and allowing only 4- and 5-star feedback.
- Roomster: Penalized for thousands of fake positive reviews.
- Implications for Businesses:
- Emphasize authenticity in customer interactions.
- Avoid any form of manipulation in reviews to prevent hefty fines.
Notable Quotes:
- Scott Van Achte: “Fake reviews, including AI-generated reviews and testimonials, largely from users who haven’t experienced the product or service.” [24:10]
- Ross Dunn: “Good luck proving false social proof though. That's gotta be near impossible.” [27:10]
- Scott Van Achte: “Company controlled review sites...don't do it.” [26:10]
8. ChatGPT Search and Bing Index Integration
Timestamp: [30:48] – [33:06]
Overview:
Ross introduces the concept of ChatGPT Search utilizing Bing’s index, underlining the strategic shift SEO professionals must adopt to ensure their websites are indexed by Bing to remain relevant in AI-driven searches.
Key Points:
- ChatGPT Search:
- Currently limited to select users but expected to expand.
- Relies on Bing’s index rather than Google’s.
- SEO Implications:
- Importance of ensuring website presence in Bing’s index via Bing Webmaster Tools.
- Maintaining Bing indexing could be crucial for visibility in AI-powered search results.
- Future Considerations:
- Potential long-term benefits of diversifying beyond Google.
- Keeping abreast of Bing’s updates and tools to optimize indexing.
Notable Quotes:
- Ross Dunn: “It’s going to be very important from 2025 and beyond that you ensure your website is in Bing's index.” [32:36]
- Scott Van Achte: “We’re going to be focusing not heavily on Bing, but more on Bing than we have in the past.” [32:44]
9. Google AI Overviews in "People Also Ask"
Timestamp: [33:06] – [36:06]
Overview:
The discussion concludes with an analysis of Google's integration of AI-generated overviews within the "People Also Ask" (PAA) feature, exploring the benefits and potential drawbacks of this approach.
Key Points:
- AI Overviews:
- Appear as answers within the PAA boxes, potentially replacing traditional snippets.
- These overviews may draw from different data sources, leading to varied responses.
- Hosts’ Perspectives:
- Ross: Prefers real Q&A from actual websites over AI-generated content for credibility and diversity.
- Scott: Acknowledges scenarios where AI overviews might be useful, such as straightforward factual queries.
- Concerns:
- Trustworthiness of AI-generated answers.
- Potential lack of diversity in responses reducing the richness of information available to users.
Notable Quotes:
- Scott Van Achte: “I don’t want an AI overview in there, but maybe that’ll change.” [35:16]
- Ross Dunn: “I’m not going to trust it. I want to see variety.” [35:01]
- Ross Dunn: “You really have to take it with a grain of salt.” [16:53]
Conclusion
Timestamp: [36:06] – [37:40]
Ross and Scott wrap up the episode by reiterating the importance of staying updated with SEO trends and regulatory changes. They encourage listeners to engage with the podcast’s community on Facebook and stay tuned for future episodes that continue to explore the evolving landscape of SEO.
Final Remarks:
- Ross Dunn: “Thank you for joining us today... have a great week and remember to tune to future episodes.” [36:46]
- Scott Van Achte: “Thank you for listening everybody.” [37:17]
Key Takeaways
- Prioritize High-Quality Content: Align with Google's core philosophies to ensure resilience against algorithm updates.
- Optimize Crawl Budget: Ensure consistency between mobile and desktop site structures to facilitate efficient indexing.
- Abandon Outdated Practices: Steer clear of tactics like buying paid links or expired domains that offer minimal SEO benefits.
- Understand SEO Studies: Differentiate between correlation and causation to make informed strategic decisions.
- Enhance Local SEO: Maintain an active and authentic Google Business Profile, and manage reviews ethically.
- Comply with FTC Regulations: Ensure all reviews are genuine and refrain from manipulative practices to avoid severe penalties.
- Diversify SEO Efforts: Incorporate Bing indexing strategies to stay relevant in AI-driven search environments.
- Critically Assess AI Integration: While AI features like ChatGPT Search offer new avenues, maintain a critical approach to ensure information reliability.
By staying informed and adaptable, SEO professionals can navigate the dynamic landscape effectively, ensuring sustained visibility and performance in search engine rankings.